Public diplomacy and advocacy handbook
Public diplomacy is vital to the successful promotion and protection of Australia’s national interests.
Building a stronger understanding overseas of Australia and what we have to offer the world is fundamental to Australia’s place in the world, the opportunities we can take advantage of and the way in which we continue to develop as a nation.
Building a stronger understanding at home of the importance of Australia’s international engagement for the security, prosperity and character of our nation is no less important.
This is why public diplomacy will always be a core part of the department’s work. In a globalised world with ever more means of communication in ever faster timeframes and through many more mediums than ever before, the imperative for strong public diplomacy will only continue to grow.
In turn, that demands more pro-active and strategic approaches, whether advocating pressing interests, managing misconceptions and adverse perceptions, or building over the long-haul positive images of Australia as a successful, modern, dynamic and diverse nation. Being focused and strategic in these efforts is particularly important in the context of a challenging fiscal environment.
We put a premium on all parts of the department working in concert, and across government, to ensure the strongest public diplomacy possible in Australia’s interests.
Part of this must be effective public diplomacy strategies implemented throughout the world by our posts. I look to heads of mission for the leadership required for effective public diplomacy where our influence is felt for Australia’s benefit.
Our public diplomacy efforts must be linked to achieving clear policy objectives related to Australia’s interests and outcomes that make a difference.
This handbook has been produced to support all staff to assist strong and effective public diplomacy across the world and in Australia. I commend it to you
Inquiries regarding the licence and any use of the report are welcome at:
Public Diplomacy Branch
Australian Government Department of Foreign Affairs and Trade
RG Casey Building
John McEwen Crescent
Barton ACT 0221