Foundational Principles for the Future of Public Diplomacy
Exploring the core principles of public diplomacy in the context of disruptions in geopolitics and technology, and outlining future needs to develop smart public diplomacy.
Integrating Data and Storytelling in Public Diplomacy Strategy and Planning
Introducing an overarching framework for public diplomacy strategy and program planning. The emphasis will be on how we drive strategic insights from multiple audience data platforms for better planning. We will also underscore the importance of evidence-based narrative strategy and storytelling to realize the true value of data.
Segmentation Analysis for Public Diplomacy Strategy
This module reviews main approaches to segmentation analysis to define target audience groups against strategic and policy priorities, based on demographic characteristics, values and beliefs, behavioral patterns, and communication preferences at various engagement stages. We will discuss how to derive insights from audience data from a range of sources. The strategic implications from the segmentation exercise will form the basis for campaign planning.
Multi-platform Social Listening
Learn how to create strategic insights on audiences by bringing together digital data from a variety of social media sources. In this session, participants will engage in hands-on collection and analysis of audience data with the goal to identify factors that can enhance the coherence, authenticity and resonance of PD campaigns.
Mapping Stakeholders and Influencers
In this module, participants will identify stakeholders/influencers; analyze and define their roles and expectations; understand and prioritize their needs; and map influence and factors determining successful stakeholder engagement. Through exercises and group discussion, attendees will be able to plot stakeholder strategy in current public diplomacy campaigns.
Network Analysis
How to reach out to target audiences and maximize your influence online? Learn how to build and manage connected networks of target audiences of relevance for your organization using social network analysis and visualization techniques. In this session, participants will acquire the necessary skills for analyzing and profiling their follower base as well as for expanding their online network in a manner suitable to their policy objectives.
Public Diplomacy Campaign Strategy and Measurement: Theory of Change
This module will discuss the importance of developing a theory of change that underlies PD program design and evaluation. This process defines long-term goals and then maps backward to identify necessary preconditions. Participants will outline a theory of change for assigned campaigns that will guide their campaign strategy and activities.
Narrative Strategies of Public Diplomacy
This module addresses the development of effective strategic narratives in the face of inadequate information, competing institutional priorities and diverse audiences in the global media environment. We will examine the use of public diplomacy tools in short term messaging as well as the role of audience opinions and beliefs in shaping overall narrative direction. Key concepts include information acquisition trends, short-term advocacy and outreach techniques, target audience assessment, the role of stakeholders in message development, and the impact of quality, quantity and timing of information sharing on message credibility and influence.
Creating Social Stories: PD Strategy through Engaging Narratives
How to inform and share PD digital content in innovative and exciting ways? From mobile to desktop, participants will learn new tools and practices for digital storytelling. This session provides participants an opportunity to craft a story for ideation and sharing, based on audience analysis and campaign strategy.
AI and Bots for Public Diplomacy
An introduction to artificial intelligence and its practical application in the context of public diplomacy. Participants will create an audience-based strategy for a beta chat bot and prototype a chat bot that may be used in their organization.
Telling Stories in a Networked Culture: Lessons from Entertainment
Drawing examples from Hollywood blockbusters, cult television series and their fans, this session will outline some core trends which are impacting contemporary storytelling and discuss implications for public diplomacy.
Group Workshop Session
Participants will work in groups to present a campaign strategy using the frameworks and tools provided, which include audience segmentation, stakeholders/influencers, data analysis and synthesis, theory of change, and engaging narratives and storytelling for demonstrating strategic insights. Campaigns will be determined based participant submissions.