Public diplomacy started to play a major role in today’s politics. It became a “business of inducing the public to have understanding for and goodwill toward a person, firm, or institution,” (McClellan). However, in order to effectively implement public diplomacy abroad, countries needed the help of state actors. The most common government organizations that enforce public diplomacy abroad are embassies. Success of the embassies is dependent on the strategic communicate and creation of a long-term relationship with the countries they are approaching. Therefore, according to former ambassador of the United States, Christopher Ross, “public diplomacy and international communication must reflect basic set of principles and practices, the seven pillars of public diplomacy, to meet its mandate ‘to inform, engage, and influence’ foreign publics,” (Ross). Those pillars are: “policy advocacy, reasons and rational for the context of the policies, consistent, truthful and credible message, ability to tailor message for specific audience, media usage to sent the message, alliance and partnership with non-state actors, and build the foundation of the trust and mutual understanding through dialogue,” (Ross)
Unfortunately, lately I was analyzing Polish embassy website and discovered that its embassy in the Washington, D.C. does not do a very good job in enforcing a successful public diplomacy. First of all, I notice that it does not have a clear message or a goal. It is interacting with the American public, however, mostly by the promotion of Polish culture, and values. The republic’s embassy is using the assertive public diplomacy; where the communication participants are separate (Zaharna). The message sent by the Polish embassy is usually one way communication without possibility of relationship building or receiving a feedback. Website presents the general information about the embassy activities. However, it seems like those activities are mainly based on the countries advertising not as much on the creation of a meaningful bond. In my opinion the today’s goal of the embassy is simple acknowledged of the American society about Polish traditions and values. The majority of the activities they conducted are based on polish cultural and historical events, as Maria Skłodowska-Curie exhibition or screaming of the John Paul II historical visit in Poland. The meetings conducted by the embassy representatives mostly emphasis the relationship between the European Union and the United States not the polish foreign policy. Obviously, this makes it hard for the American citizens to understand the sent message about Poland. Here comes the question: Does Poland want to be seen as prospering, independent country or as a part of the European Union? I though they want to promote itself as and sovereign country that can be successful by its own ideals and policies.
Moreover, if Poland wants to be acknowledged by the American public it needs to change its target audience. Its message rather reflects to the audience that is less likely to share out the information about Poland. The embassy approaches mostly polish natives living in the United States, high representatives, and scholars. In my opinion, in order for the message to be more effective it should be also directed towards the general population, which could share the information with others while destroying possible stereotypes. Nevertheless, polish embassy is very active on Twitter and Facebook, which could be received by the general population. However, even on those social media platforms it only sends the information but does not interact with the media users.
Concluding I would say that polish embassy public diplomacy needs a lot of work; especially, in the area of message and its delivery as also in target audience. Its message is very inconsistent which makes it hard for the American society to understand what the Polish county is about.
Sources:
McClellan, M. Public Diplomacy in the Context of Traditional Diplomacy, http://www.publicdiplomacy.org/45.htm
Ross, Ch. Pillars of Public Diplomacy: Grapping with International Public Opinion
Zaharna, R.S. Technology in Assertive and Associative Paradigms of strategic Public Diplomacy
The Republic of Poland embassy website in the United States, DC - http://www.washington.polemb.net/
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