The Hindu Business Line : `Governments must expand public-private partnerships'

"THE job of today's practitioner of public diplomacy is indispensable to the conduct of foreign policy, and its ultimate goal is to foster mutual understanding between people and nations."

Speaking on `Public Diplomacy as PR in the era of globalisation' at the post-inaugural session of the three-day 26th All India Public Relations Conference here today, Dr Michael H. Anderson, Minister Counsellor for Public Affairs, American Embassy, New Delhi, said the task was great for US public diplomacy "at this particular time because in today's increasingly interdependent world two things seem undeniable - there is no country that is not touched by America, and no country in the world that does not touch America".

Explaining the concept of public diplomacy in PR, as it evolved in the US, Dr Anderson said in the American context, it was communication of US interests and ideals beyond governments to foreign public. It evolved from the fact that people all over the world now have more power to shape events and the actions of governments at any time in history, making public diplomacy as essential to US interests as diplomacy between governments, he pointed out. He said while the concept was credited with lessening tensions and helping win the Cold War in the late 20th century, "today, early in the 21st century, it has the potential to help create new opportunities, foster reforms that support public aspirations, promote peace and stability and win the war on terrorism".

Mr Anderson explained that instead of dealing with governments and using formal channels, as diplomats always have, practitioners of public diplomacy deal with the wider public beyond the narrow confines of government offices and get out from behind embassy walls. "Instead of dealing with ministries and departments, public diplomacy engages groups such as journalists, scholars, community leaders, business persons, NGO activists and the wider community."

Suggesting that one needs to encourage the exchange of more people between our two countries, he observed that "we need to speak clearly - not in `government speak' - and we need to use both new and old information technology to get our messages out quickly and credibly". Pointing out that governments cannot and should not do everything themselves, Mr Anderson felt there was need to expand public-private partnerships. The US government, he said, needs to engage citizen-partners in the civil society, and this requires continuous communication, exchange and dialogue that build trust and common ground.

Mr Subrata Mukherjee, Mayor of Kolkata, inaugurated the three-day PRSI conference - Convergence 2004 — whose theme is "Re-inventing PR - Road to Success". The Public Relations Society of India today signed an MoU with the Bangladesh Public Relations Association for mutual exchange of information and other facilities that may help shape a SAARC PR policy in future.