EU Public diplomacy in 21 century EU PUBLIC DIPLOMACY IN 21ST CENTURY Future challenges and perspectives Emilija Tudzarovska-Gjorgjievska, MSc Abstract The new globalize changes have impact the mechanisms of the contemporary diplomacy, differing from the traditional diplomacy’ practices. Due to this evaluation, states and multilateral organizations have increased their focus on developing new public diplomacy’ strategies. Hence, how much European Union practices soft and public diplomacy’ mechanisms and attains to send ‘unified’ message in order to strengthen its image on the global scene?! The comparative analysis with the UN as another multilateral organizations aims to detect the contemporary challenges and future possible perspectives in using the potential of public diplomacy for wider, inner and external re-structures and re-establishments. This paper focus on the current aspects of the European Union ‘soft power’ and public diplomacy’ practices, indicating the need of improved EU’ mechanisms and strategies which will help to re-establish the communication with all of its citizens, especially of those of the Western Balkan countries. Such practices can strengthen the idea for social, cultural and economic cohesion which can unify the joint responsibility and commitment towards EU external image on the global scene, as well as to strengthen neighboring’ policy practices. EU public diplomacy and soft power’ mechanisms can support the process of strengthening EU inner capacities and EU external relations, especially if succeed to fully integrate its non-EU member states and unite its comprehensive acts towards serious global problems. Thus can impact the sense of belongingness among the EU citizens and nations and consequently to effect their level of commitment and responsibility towards EU legislations, policies and guidelines. In this regards, these practices can support the efforts of the Western Balkan countries towards its full EU integration and to strengthen the idea of the European identity among its nations. Key words: EU, UN, Public diplomacy, Soft power, External relations, Europeanization, Western Balkan countries EU Public diplomacy in 21 century 1. Introduction The 21st century attests one great and vivid progress of technology and ‘knowledge based’ societies. The human thought got shaped, edged and highly ‘powerful’. The use of this power set the priorities of the process of globalization and had reinforced the inducement of the policymakers, nations and states to modernize the strategies which shape the international’ image within new political, economic, social, technology and cultural order. Choosing the right and most efficient approach for increasing the international visibility and credibility of the countries and the international organizations they represent as it members, has always been and will be – one of the main practices of diplomacy. New globalize changes have impact the mechanisms of the contemporary diplomacy, differing from the traditional diplomacy’ practices. Due to this evaluation, states and multilateral organizations have had increased its focus on developing new public diplomacy’ strategies, too. In this regard, the changing concept of the contemporary world order in 21 century and the need of relevant visibility emerged European Union for new approach towards “solidifying messages, goals, and a sense of unity”1. “In such a discursive approach, which sees international politics as increasingly being a struggle over ideas and values, public diplomacy activities are an important means of political influence alongside traditional diplomacy among governments”.2 The 21st century’ strategies towards the world affairs, issues and challenges, increased the necessity of more effective and efficient results on sub national, national and transnational diplomacy alongside with the ability to cope with the rapid globalize changes. Thus have had attracted the attention of the countries towards the use of soft power, as opposite or in accordance with hard power’ diplomatic practices. This paper aims to offer a perspective of the rising potential of the soft’ power and public diplomacy practices among the multilateral organizations and the image of the EU on the global scene. 1 Rasmussen, S. Bay, (2012) Current Challenges to European Union Public Diplomacy, retrieved from http://publicdiplomacymagazine.com/current-challenges-to-european-union-public-diplomacy/, 3 2 Rasmussen, S. Bay, (2012) Current Challenges to European Union Public Diplomacy, retrieved from http://publicdiplomacymagazine.com/current-challenges-to-european-union-public-diplomacy/, 3 2 EU Public diplomacy in 21 century The comparative analysis’s with the UN as multilateral organization aims to detect the contemporary challenges and future possible perspectives in using the potential of soft power and public diplomacy for wider internal and external modifications and re-establishments. Alongside with the UN, which its facing it own challenges for inner structural modifications, can EU succeed to modify its structure so it can shape its significant influence and ‘power’ in meeting variety of world challenges such as: areas of humanitarian aid, climate change, multilateralism, human rights, and development, world conflicts etc?! The main hypothesis of this paper is that public diplomacy within all its levels: sub national, national, transnational, and supranational has the capacity to consolidate current and future Members’ states and to unify its diversities in order to strengthen its inner EU capacities and became even more relevant external decision-making organization on global scene. Hence, the question is: does EU succeeds to send coherent message of unity including the Western Balkan countries as future EU member state and does EU creates an image of stable institution which has potential and capacity to answer variety of inner of global problems? The suggested perspectives are given as possible modifications for further EU inner and external sustainable development. In this regard, the rising visibility of the work of EEAC is seen as key facilitator of EU soft power and public diplomacy capacities with potential to shape its image as dominant decision-making body. This paper additionally aims to detect further key potential of the ‘soft power’ and ‘public diplomacy’ capacities concerning the EU neighboring policy and its implication among Western Balkan countries. 2. Historical and theoretical background of ‘soft power’ and public diplomacy For decades, the military strength and the financial power of the states have been considered as main strong command power, which have been used for changing the minds of others3. Usually this strong power was and still is used in the form of persuasion or in the form of a threat. But, 3 Soft power is a concept developed by Joseph Nye of Harvard University to describe the ability to attract and coopt rather than coerce, use force or give money as a means of persuasion. Nye coined the term in a 1990 book, Bound to Lead: The Changing Nature of American Power. He further developed the concept in his 2004 book, Soft Power: The Means to Success in World Politics. The term is now widely used in international affairs by analysts and statesmen. Retrieved from: http://en.wikipedia.org/wiki/Soft_power 3 EU Public diplomacy in 21 century after the end of the Cold War, think tanks such as the Center for Security and International Studies (CSIS) in Washington DC and the Foreign Policy Centre in London “were among the first ones which questioned the changing nature of diplomatic practice in the communication age and bend the attention of the foreign policy practitioners towards as new, emerged diplomacy concept of soft power transcendent trough public diplomacy.”4 Soft power at the end of the Cold War, as coined by Joseph Nye, was considered “as an expression of the ability of an actor to get what it wants in the international environment because of the attractiveness of its culture rather than military or economic leverage.”5 Consequently, the idea behind the soft power was developed as collaboration, instead of force for reaching national interest and goals. “A country's soft power rests on its resources of culture, values, and policies. A smart power strategy combines hard and soft power resources. The current struggle against transnational terrorism is a struggle to win hearts and minds, and the current over reliance on hard power alone is not the path to success. Public diplomacy is an important tool in the arsenal of smart power, but smart public diplomacy requires an understanding of the roles of credibility, self-criticism, and civil society in generating soft power”.6 The term of public diplomacy is also not new. “It has been used for the first time in 1963 by Murrow, the former minister of the US Information Agency (USIA), when during one of his speeches, he have underlined the difference between public and traditional diplomacy, emphasizing that not only the governmental representatives, but also all non-governmental individuals or organizations are actors in shaping the state diplomacy”.7 This is one of the main reasons why the public diplomacy should be treated as an important part of foreign affairs, as well. In some general terms, public diplomacy is seen “as an emerging, multi-disciplinary field with theoretical, conceptual and methodological links to several academic disciplines – 4 Melissen J. (2011), Beyond the New Public Diplomacy, The Hague, Netherlands Institute of International Relations, Clingendael, Retrieved from: www.clingendael.nl/publications/2011/20111014_cdsp_paper_jmelissen.pdf 5 Vedat, D. (2012) Public Diplomacy and the Contributions Turkey has made in the relationship among its’ neighboring countries. Retrieved from: http://www.kamudiplomasisi.org/pdf/Vedat%20DemirPUBLIC%20DIPLOMACY%20and%20THE%20CONTRIBUTIONS.pdf pp.2-3 6 S. Nye, J. (2011). Public Diplomacy and Soft Power. Retrieved from: http://ann.sagepub.com/content/616/1/94.abstract 7 Rasmussen, S. Bay, (2012). Current Challenges to European Union Public Diplomacy, retrieved from http://publicdiplomacymagazine.com/current-challenges-to-european-union-public-diplomacy/, 3-4 4 EU Public diplomacy in 21 century communication, history, international relations, media studies, public relations, and regional studies, to name but a few.”8 Hence, ‘soft power’ of public diplomacy plays a crucial role in the external relations of the European Union as well, and is closely integrated with EU policy both at home and abroad. According to Joseph S. Nye, “Addressing today’s global challenges—climate change, security, the global economy, and poverty, hunger and disease in the developing world - requires not only collaboration with partner countries and multilateral organizations, but also a broad measure of global support, both official and popular, to succeed”9 (2010). However, “although it’s has not been new to the Europe, the concept of public diplomacy has not been widely used in EU’ external communications yet”.10 Therefore, why is it important for EU and its current and future Member States to re-define, re-active and emphasize the soft power diplomacy in the globalize world? It is most certain that within the rise of emerging economies such as China, Brazil etc. additional diversities are rising as well: cultural backgrounds, technology promptness even diverse religious beliefs. West and East are more than ever getting into fusion aiming for proactive inter-connection, rather than being ‘far and different’ from each other. In order to develop sustainable and effective collaboration within the interconnect world EU in general must develop soft and ‘public diplomacy’ skills in order to meet future challenges and moreover to support its sub-national and national public diplomacy and strengthen its collaboration with nongovernmental institutions (Media, NGOs, Think-Tanks, academics, business leaders). Raising the public awareness of its institutional, collective and individual responsibility does not exclude the top-down diplomacy but rather support its strategies with diverse perspectives and experiences. Hence, this can support the rise of awareness towards the European identity based on diversities, leading to better mutual understanding. 8 USC definition on public diplomacy, Retrieved from: http://uscpublicdiplomacy.org/index.php/about/what_is_pd/ 9 Nye, S. Joseph. (2010). The New Public diplomacy. Retrieved from: http://www.projectsyndicate.org/commentary/the-new-public-diplomacy 10 Rasmussen, S. Bay. (2009). Discourse Analysis of EU Public Diplomacy Messages and Practices. Discussion papers in diplomacy. Retrieved from: http://www.clingendael.nl/publications/2009/20090700_cdsp_discussion_paper_115_Rasmussen.pdf 5 EU Public diplomacy in 21 century 2. Comparative analyzes of public diplomacy practices: EU versus UN Practicing soft power and adopting ‘joint’ voice of acting it’s a challenging and highly demanding responsibility. So, what kind of challenges European Union meets during the process of shaping its global image?! As a federal entity of 27 Member States, naturally practices multiple levels of public diplomacy: sub national, national, transnational, and supranational11. In general terms, “EU is committed to reaching its foreign policy goals primarily through diplomatic action, such as engaging, informing and building influence with targeted audiences. However, it is growing acknowledge that the EU external image and internal identity are to some extent mutually constitutive”.12 Therefore, several crucial challenges of the EU public diplomacy are emerging in accordance with the current practices of EU internal and external political affairs. Most certainly, one of the core values of the EU is the unity of diversity and the process of building economic, social, political and cultural bridges and links between those diversities. In order to build sustainable and effective entity which will reach the goal of powerful and inner comprehensive unification which will generate external positive outcome, EU needs to communicate with its members and membership-aspiring countries through the voices of its citizens. Moreover, these communications are continuously increasing its importance with the diversification of EU membership and the growing complexity of EU policies. However, it is not unfamiliar for the EU to send diverse messages and speak with the ‘sovereignty’ voices, especially of its leading EU member states, indicating its decision-making complexity. This is probably one of the biggest challenges of the EU - to send ‘single’ messages, 11 Sub national actors (governments, interest groups, NGOs, businesses…) try to influence policy and decisionmaking at the European and the international level by engaging in direct exchange with Supranational EU institutions and global organizations (and vice versa) (Hooghe, 1995, p. 2; Fairbrass and Jordan, 2005, p. 150; Peters and Pierre, 2005, p. 75). “Sub national government, by definition, is any government jurisdiction below the national (or central) level and thus includes the state and local government sub-sectors (Boex, J. (2013). PEFA; Performance Measurement Framework at Sub National Government Level – definitions and typology; Transnational (Government, Politics & Diplomacy) extending beyond the boundaries, interests, etc., of a single nation; Supranational (Government, Politics & Diplomacy) beyond the authority or jurisdiction of one national government the supranational institutions of the EU; 12 K. Davis Cross, M. (2010). EU Foreign Policy and the Challenge of Public Diplomacy, retrieved from: http://stockholm.sgir.eu/uploads/Mai'a%20Cross%20EU%20PubD%20paper.pdf, pp.1 6 EU Public diplomacy in 21 century despite the common self-image of joint ‘EU voices’. “With respect to the self-image of the EU as a model for peace, the narrative of the EU as a peace project has pervaded European integration since its beginnings in the 1950s, and as such is still very much seeks and tries to communicate to the world”. 13 As a universal idea of unification, collaboration and cooperation, EU was built on the founding principles of peace, democracy, the rule of law, human rights and equality of all member states. The necessity to make this image visible to the rest of the world, not only as idea, but as a competitive or equal powerful entity is the key challenge of the EU public diplomacy in 21 century. “These challenges are closely related to the value of dialogue and consensus-seeking as well as to interdependence, multilateralism and institutionalization as ways to overcome security dilemmas in the international system”.14 EU public diplomacy is focused on branding an image of more effective consensus decision-making body, with transparent and effective institutions, which are focused on world problem-issues, based on use of efficient mechanisms and strategies. However, EU is not the only multilateral organization which faces the need of improvements and modifications in regard with the global realities, especially after the Lisbon Treaty in 2009. At the beginning of 21 century, United Nations as a world peaceful multilateral organization has also faced the challenges of new image building. “Established in 1954 by sovereign states seeking to protect themselves against external aggression, the UN was not built to confront many of the challenges that face the world today.”15 As Thomas G. Weiss (2012) points “the disconnect between the nature of a growing number of problems and the nature of the UN goes a long way toward explaining the world organization’s recurrent difficulties on many fronts and the often fitful nature of what essentially are tactical and short-term responses to challenges that require strategic transnational thinking and sustained global attention.”16 However, “large and 13 Rasmussen, Steffen. B. (2009), Discourse Analysis of EU Public Diplomacy Messages and Practices, Netherlands Institute of International Relations ‘Clingendael’, retrieved from: http://www.clingendael.nl/publications/2009/20090700_cdsp_discussion_paper_115_Rasmussen.pdf 14 Rasmussen, Steffen. B. (2009), Discourse Analysis of EU Public Diplomacy Messages and Practices, Netherlands Institute of International Relations ‘Clingendael’, retrieved from: http://www.clingendael.nl/publications/2009/20090700_cdsp_discussion_paper_115_Rasmussen.pdf 15 G. Weiss, T. (2012). What’s Wrong with the United Nations and How to Fix it. Polity Press, Cambridge UK. pp.19 16 G. Weiss, T. (2012). What’s Wrong with the United Nations and How to Fix it. Polity Press; Cambridge UK. pp.19 7 EU Public diplomacy in 21 century small non-state actors, and supranational and sub national players develop public diplomacy policies of their own, as well. But, neither of these two organizations (UN & EU) is actually giving much attention to public diplomacy training of its internationally operating staff, which seems to be evidence that they are public diplomacy novices”17 In this regard, UN has tried to modify and to improve its inner structures as well and yet, still faces with the challenge to “transform in accordance with the modern realities.”18 And it’s not desolate in its challenges. EU as well faces with similar challenges and both “EU and UN reputations’ crises have been focused on “the credibility gap between the responsibilities associated with it by the international community and what the organization does and is actually capable of doing in practice”.19 Hence, EU have recognized the power of brand in managing the European security and that the public diplomacy’ mechanisms for branding are not “merely window dressing, but incorporates the power of image, influence and reputation-essential parts of their strategic equity”.20 However, public diplomacy is not only branding, it’s also indicator for the inner EU structural capacities and its external promptness to answer to global problems, issues and affairs. Therefore, EU will have to strengthen its inner structure capacities in order to increase its power, influence and visibility. Moreover this can face future challenges towards others decision and policy making bodies as well. Alongside with the legitimate ‘power’ of P5 Members states within UN Security Council, the emerging legitimacy of BRICS21 is also rising. EU has no other 17 Melissen, J. (2005). The New Public Diplomacy Soft Power in International Relations. Palgrave Macmillan, Retrieved from: http://www.apuntesinternacionales.cl/wp-content/uploads/2012/09/the_new_PD.pdf pp.12 ; This citation refers to John Hemery’ arguments within this paper 18 Simmons, R. & Marchese, L. (2005) United Nations fractured. Retrieved from: http://www.brandchannel.com/features_profile.asp?pr_id=243 19 Simmons, R. & Marchese. L . (2005) United Nations fractured. Retrieved from: http://www.brandchannel.com/features_profile.asp?pr_id=243 20 Simmons, R. & Marchese, L . (2005) United Nations fractured. Retrieved from: http://www.brandchannel.com/features_profile.asp?pr_id=243 21 The BRIC [Brazil, Russia, India and China] idea was first conceived in 2001 by Goldman Sachs as part of an economic modeling exercise to forecast global economic trends over the next half century; the acronym BRIC was first used in 2001 by Goldman Sachs in their Global Economics Paper No. 66, “The World Needs Better Economic BRICs”. BRIC Foreign Ministers at their meeting in New York on 21st September 2010 agreed that South Africa may be invited to join BRIC. Accordingly, South Africa was invite to attend the 3rd BRICS Summit in Sanya on 14 April 2011. Four Summits have been held so far; the first in Yekaterinburg, Russia, on June 16, 2009; second in Brasilia on 15 April 2010, the third in Sanya, China on 14 April 2011 and the fourth in New Delhi, India on 29 8 EU Public diplomacy in 21 century choice than to consolidate itself and to act global. Although UN in general faces with difficulties to improve its capacities to address global problems in promptness manner, its UN Security Council its still highly powerful entity due to the fact that is comprehensive and only five permanent member states has a right on veto. EU’ decision-making structures on the other hand are contained of three 3 main institutions involved in EU legislation: the European Parliament, the Council of the European Union and the European Commission22. The long and complex process of decision-making and its complexity to unify or adopt its joint ‘voice’ towards diverse internal and external issues most certainly aggravates the process of proactive performance towards national, regional or global problems, including the EU enlargement process. Therefore, EU will have to use all available capacities to address its ‘Western Balkan’ countries with much more comprehensive and unified ‘voice’ than has before. Using its soft power diplomacy and the public diplomacy’ mechanisms might be one practical approach. Since “what comes next isn't clear, but the world does appear to be entering a new phase of global growth”23 3. EU public diplomacy & the Western Balkan countries One of the reasons for the lack of EU automatic legitimacy as a state in the eyes of its citizens and the world when it acts externally is the set of messages which is transmitted to both domestic and foreign audiences. Due to the fact that „the public diplomacy is a smart, strategic, and costeffective, and it move towards enhancing the national security and building prosperity“24, in 2009, the EU public diplomacy was furhter enhanced by the creation of the European External Action Service (EEAS). “This body serves as an integrated EU diplomatic corps and bring March 2012. BRICS Leaders have also met on the sidelines of other multilateral meetings. Retrieved from: http://www.brics5.co.za/about-brics/ 22 There are 3 main institutions involved in EU legislation:the European Parliament, which represents the EU’s citizens and is directly elected by them; the Council of the European Union, which represents the governments of the individual member countries. The Presidency of the Council is shared by the member states on a rotating basis. the European Commission, which represents the interests of the Union as a whole. Together, these three institutions produce through the "Ordinary Legislative Procedure" (ex "co-decision") the policies and laws that apply throughout the EU. In principle, the Commission proposes new laws, and the Parliament and Council adopt them. The Commission and the member countries then implement them, and the Commission ensures that the laws are properly applied and implemented. Retrieved from: http://europa.eu/about-eu/institutions-bodies/index_en.htm 23 The Economist. (2013). Welcome to the post-BRIC world; retrieved from: http://www.economist.com/blogs/freeexchange/2013/05/global-economy 24 Sonenshine, T. (2012). Measuring the Public Diplomacy of the Future; retrieved from: http://www.state.gov/r/remarks/2012/201408.htm 9 EU Public diplomacy in 21 century together diplomatic instruments—public diplomacy programs, economic and political actions, development and crisis management tools - to support a single strategy of effective diplomacy”.25 “The advent of the European External Action Service (EEAS), which posits an end to the formal split of EU’ s external relations by bringing together in an innovative manner officials from the Commission, the Council General Secretariat and diplomats from the Member States, presents an opportunity to develop genuine external public diplomacy. A key issue for the developing EEAS, therefore, is whether it has the potential to improve the external public diplomacy capacity of the EU and to apply it more systematically to the promotion of EU’s external objectives”26 However, in order to be able to meet European and international expectations, the Union needs to further improve the efficiency and coherence of its external action. It is therefore vitally important to reinforce solidarity between the Member States and the aspiring Member States, so that the Union can play an even more important role on the world stage in the following period. In order to shape the external image, EU member and non-member states needs to improve the awareness and understanding of the EU among its citizens. This so far has shown to be not an easy task. One of the available mechanisms is to monitor the public opinion, to explain EU actions and policies, and to stimulate informed public debates. In this regard, strengthening the dialogue with the civil society and non-governmental groups has very important role in the contributory process towards the broader understanding the idea of Europeanization, “conceptualized as the process of downloading European Union (EU) directives, regulations and institutional structures to the domestic level”27. This approach is equality important to both EU Member States, and even more for to non-EU nations and post-transitional countries such as the Western Balkans. Europeanization, in terms of belongingness to unity and sharing joint responsibility towards the creation of the European identity is one very challenging, provocative and in the same time very difficult process to be accomplished. EU “top-down” strategy for 25 European Commission Policies and Initiatives, Retrieved from: http://publicdiplomacy.wikia.com/wiki/European_Commission_Policies_and_Initiatives#Public_Diplomacy_toward s_Member-Countries_and_Candidate-Countries 26 Rasmussen, Steffen. B. (2009), Discourse Analysis of EU Public Diplomacy Messages and Practices, Netherlands Institute of International Relations ‘Clingendael’, retrieved from: http://www.clingendael.nl/publications/2009/20090700_cdsp_discussion_paper_115_Rasmussen.pdf 27 Howell, K. (2002). Developing Conceptualizations of Europeanization and European Integration: Mixing Methodologies. Retrieved from: http://aei.pitt.edu/1720/1/Howell.pdf pp.2 10 EU Public diplomacy in 21 century automatic harmonization of the EU guidelines it’s challenging, necessary and demanding process.28 This view correspond with the ongoing process of experiencing EU as an complex decision-making body of political or economical elites, and decision makers with raising segregate, rather than comprehensive voices. Therefore, in order to strengthen the external image on the international scene, developing strategy of the EU’ public diplomacy and public policy needs to focus on its internal image among all its citizens and to integrate diverse and fresh public ideas for better EU cohesion and unity. In order to strengthen the capacities of the general European society, EU must develop new mechanisms to communicate with all of its citizens, including the citizens of the Western Balkan’ countries, to increase the knowledge of the EU Member’ citizens for the “outside” diverse nations’ specifics, identities and cultures, to develop new pragmatic learning tools for accepting differences and amortizing prejudices, and to strengthen the social cohesion by sending unify message of equal treatment and approach towards all its members and moreover towards its aspiring-members countries. EU citizens, including the Western Balkan countries’ citizens, needs to experience the process of Europeanization, rather than just learning for it, since the gap of so called “lost generations” will might have long-term negative results on the whole idea of unity and belongingness. In such a framework, the vise versa responsibility of the EU aspiring-members countries and its Governments will be a responsible follow up process, rather than obligation, with clear focus on the win-win goals and its long term national interests. However, national Governments, specially those ones of the Western Balkans’ countries needs to develop their own mechanisms for practicing the EU idea of unity and solidarity, by providing effective and concrete results of sustainable societies. They also have the joint responsibility to develop new strategies to communicate with its own citizens and to find best solutions for sharing the decision-making Power towards issues of national interests. Consequently, the combination of motive, responsibility and integrity can strengthen the capacities of the EU states, especially the Western Balkan countries to determinate itself as key contributors towards the 28 Schwarzenegger, C. (2013). Re-branding Europe: Telling the story right – on the benefits of considering Europe a little more “buffa”. Retrieved from: http://atomiumculture.eu/content/rebranding-europe-telling-story-right%E2%80%93-benefits-considering-europe-little-more-%E2%80%9Cbuffa%E2%80%9D 11 EU Public diplomacy in 21 century general EU image of unification and its sustainable development in the following decades of the 21 century. In this regard, the use of the public diplomacy’ mechanisms have strong impact on the Europeanization’ processes. Moreover, the Governmental use of soft power is an indicator for the civil society’ capabilities to generate soft power, as well, since “Smart power, needs smart public diplomacy” stresses professor Joseph S. Nye (2010) 29. According to S. Nye, “In today’s information age, politics is about whose story wins, and in this approach, “public diplomacy is an important tool in the arsenal of smart power, but smart public diplomacy requires an understanding of credibility, self-criticism, and the role of civil society in generating soft power. If it degenerates into propaganda, public diplomacy not only fails to convince, but can undercut soft power. Instead, it must remain a two-way process, because soft power depends, first and foremost, upon understanding the minds of others”.30 4. New Media and the EU Public diplomacy In order to avoid generating smart public diplomacy into propaganda, new Media coverage as key tool for addressing topics which impact the perception of the EU Governmental policies and external relations needs to be use in professional and legislative manner. It is most certain that in this rapid and progressively changing world, the power of information and the ways of its delivering through the traditional and emerged new media is having a huge impact over the EU contemporary politics. The use of the media and other channels of communication have been used by states and non-states actors to influence public opinion in foreign societies. But “the evolution of the media, have also modified the role of the journalist, so today its not unfamiliar many of the journalists temporarily to assume the role of diplomats and serve as mediators in international negotiations”31. As such, “the media in the 21st century should be seen as a major instrument of foreign policy and international negotiations, but also it should have strong 29 S. Nye, J. (2010). Smart Power Needs Smart Public Diplomacy. Daily Star, Retrieved from: http://belfercenter.ksg.harvard.edu/publication/19934/smart_power_needs_smart_public_diplomacy.html 30 S. Nye, J. (2010). Smart Power Needs Smart Public Diplomacy. Daily Star, Retrieved from: http://belfercenter.ksg.harvard.edu/publication/19934/smart_power_needs_smart_public_diplomacy.html 31 Gilboa, E. (2007). Diplomacy in the media age: Three models of uses and effects. Retrieved from: http://www.tandfonline.com/doi/pdf/10.1080/09592290108406201 12 EU Public diplomacy in 21 century determinate course, rules and framework for further development”.32 In the era of mass media, and the emerged social media (Facebook, Twitter etc) which are reaching the mass audiences in an unprecedented way, government officials put lot of effort to significantly expand their presence and appearances on foreign media and to collaborate with technology professionals to identify recommendations on current trends and the most effective ways of reaching youth and mass audiences33 This new approach „heralds a new culture in which strategic communication and public diplomacy are an integral part of the policy-making process and not a fringe, ad hoc activity.“34 In order to advance the communication pottential and the media potential as modern tools of public diplomacy its is neccesarry to acknowladge the social and technology trends and developements and use its potential on proper manner. However, ’top-down’ managment and joint adopted framework of the use of the cyber space and Internet was highly neccesary in order to advance transparent and ’measured’ share of Media information of national, regional, EU or global politics which shape and impact public diplomacy’ strategies as well. Since only what gets measured, gets improved. In this regard, new EU strategies for determinating official framework of the increasing capacities of the New media was adopted by the European External Action Services (EEAS) on 7th of February, 2013, officialy named as EU’ cyber security strategy. This strategy acknowladge „the tremendous impact of the Internet and more broadly cyberspace has had in all parts of society, emphasizing that the open and free cyberspace has promoted political and social inclusion worldwide. It also effects the EU citizens daily life, it had shaped their request for democratic and more justice societies, their fundamental rights, their social interactions.”35 Therefore, “this strategy is expected to give guidelines to the Governmental decision-makers for 32 Schwarzenegger, C. (2013), Re-branding Europe: Telling the story right – on the benefits of considering Europe a little more “buffa”. Retrieved from: http://atomiumculture.eu/content/rebranding-europe-telling-story-right%E2%80%93-benefits-considering-europe-little-more-%E2%80%9Cbuffa%E2%80%9D) 33 U.S. National public diplomacy and communication strategy. (2006). Strategic Communication and Public Diplomacy Policy Coordinating Committee (PCC). Pp. 5 34 Jelisić, J. (2012). Developing Public Diplomacy for Supporting EU Accession: Lessons to Be Learned at the Western Balkans, 13th CEI Dubrovnik Diplomatic Forum; Strategic Public Diplomacy. Pp.50 Retrieved from: http://da.s2.novenaweb.info/files/file/pdf/120228_diplomatska_izdavastvo_vol9.pdf 35 Cyber security Strategy of the European Union: EEAS. (2013). Retrieved from: http://eeas.europa.eu/top_stories/2013/070213_cybersecurity_en.htm 13 EU Public diplomacy in 21 century more efficient use of the Internet and more effective management of the Internet news which directly shape the public opinion”36. 5. Challenges and perspectives One of the leading transmitters of the soft power and public diplomacy on the global scene is certainly the USA, which has primarily developed this concept of diplomacy. Due to this practice, what useful lessons can EU learn from the American experience?! Compared to EU, USA has been using the public diplomacy tool with high commitment towards building an image of America as a “positive vision of hope and opportunity that is rooted in their most basic values”37. Following this practice, in 2006 USA have adopted National Public diplomacy and Strategic communication’ strategy aiming to support US nation’s fundamental values, the achievement of U.S. foreign policy goals and objectives and to advance national interests. It also aims to enhance national security by informing and influencing foreign publics and by expanding and strengthening the relationship between the people and government of the United States and citizens of the rest of the world.38 According this strategy, “the public diplomacy and strategic communication must address both mass audiences and specific target audiences which are considered to be ‘key Influencers’, such as clerics, educators, journalists, women leaders, business and labor leaders, political leaders, scientists and military personnel. The US public diplomacy programs are focus on encouraging and empowering these ‘influencers’ to speak out against the forces of violent extremism and in favor of peaceful resolution of disputes, tolerance and freedom.”39 36 Cyber security Strategy of the European Union: EEAS. (2013). Retrieved from: http://eeas.europa.eu/top_stories/2013/070213_cybersecurity_en.htm 37 Strategic Communication and Public Diplomacy Policy Coordinating Committee (PCC), U.S. National Strategy for Public Diplomacy and Strategic Communication, 2006, strategic from: http://uscpublicdiplomacy.org/pdfs/stratcommo_plan_070531.pdf 38 Office of the Under Secretary of State for Public Diplomacy and Public Affairs, Public Diplomacy: Strengthening U.S. Engagement with the World: a strategic approach for the 21st century, available at: http://www.carlisle.army.mil/DIME/documents/Public%20Diplomacy%20US%20World%20Engagement.pdf 39 Strategic Communication and Public Diplomacy Policy Coordinating Committee (PCC), U.S. National Strategy for Public Diplomacy and Strategic Communication, 2006, available at: http://uscpublicdiplomacy.org/pdfs/stratcommo_plan_070531.pdf 14 EU Public diplomacy in 21 century This U.S’ approach has emphasized the key role of non-governmental transmitters of soft power and public diplomacy as well. “Non-governmental organizations (NGOs) have also demonstrated that they are particularly adept at influencing foreign publics. International companies operating in a global marketplace are now also facing up to their social and ethical responsibilities, and their public diplomacy policies are slowly but surely becoming more sophisticated. Therefore, in the field of public diplomacy “different types of actors can learn vital lessons from each other”.40 Although defining an EU public diplomacy strategy it’s not new idea, it can be highly beneficial and since the EU has acknowledged the specific public diplomacy function of the EEAS, “it would be of concrete added value.”41 Additionally, the current challenges of the EU public diplomacy indicates that, EEAS, as it appointed body should adopt new mechanisms for rise of the awareness of the public diplomacy’ potential for implementing broader national, regional and multinational interests. At the same time, the EU governments especially the ones of the non-EU Member States, should upgraded their Institutions and citizens with new vectors for better and more effective use of the public diplomacy’ components and tools. By thus, not only the foreign affairs’ capacities can be strengthen but also it could help to monitor the Governmental’ commitments and dedications towards the process of Europeanization and the build of the joint European identity. The new approach towards the EU public diplomacy and professional communications structure will help to build more comprehensive and cooperative relations between the EU countries and will support the idea of equal contributors among its nations. These practices not only can support the development of the European Neighborhood Policy (ENP), which was developed in 2004, “with the objective of avoiding the emergence of new dividing lines between the enlarged EU and our neighbors and instead strengthening the prosperity, stability and security of all. It is based on the values of democracy, rule of law and respect of human rights”.42 Moreover, it has originally aimed to offer “an innovative framework of cooperation between the EU and the surrounding TACIS (Newly Independent States) countries, then also with the MEDA 40 Melissen, J. (2005). The New Public Diplomacy Soft Power in International Relations. Palgrave Macmillan, Retrieved from: http://www.apuntesinternacionales.cl/wp-content/uploads/2012/09/the_new_PD.pdf pp.12 41 Courtier, A. The Challenge of Public Diplomacy for the European External Action Service, retrieved from: http://aei.pitt.edu/33506/1/20110912112645_EipascopeSpecialIssue_Art14.pdf 42 What is the European Neighborhood Policy? Retrieved from: http://ec.europa.eu/world/enp/policy_en.htm 15 EU Public diplomacy in 21 century (Mediterranean) countries and the countries from the South Caucasus”.43 However, it did get further and it did develop mechanisms and policy tools applicable to regional and sub-regional neighboring foreign affairs. Furthermore the experience of enlargement has given ground to the making of a soft method of coordination in the EU’s external relations. Hence what’s the key role of the soft power diplomacy within this framework concerning the neighboring policies, especially when it refers to Western Balkan’ countries?! ‘Soft power’ discourse complied of norms and values can be highly valuable tool for countries which still face the challenges of mobilizing its own national capacities alongside with jointly agreed commitments towards EU. In a post-transitional process when re-definition of social, political, economical or cultural acknowledges are re-establishing, the soft power and public diplomacy mechanisms can affect wider external challenges among the Western Balkan countries. Further aims or expectations will be a full practice of these useful mechanisms for overcoming further challenges among the states on the Western Balkan as indicators of their matured and developed democracies. However, these practices can generate positive outcomes if the joint idea of European identity is practiced as well. EU will have to stay focus on sending joint ‘voice’ for comprehensive acting towards full integration of the Western Balkan countries in order to strengthen its own visibility and mature-ness. In these regards, share of joint responsibility might generate most positive outcome for further sustainable development. 7. Conclusion Public diplomacy is an acknowledged strategic tool for many European governments and although “they are inevitably reluctant to surrender or share, they still tended to be competitive rather than cooperative”.44 Moreover “in the context of greater European integration, states’ lack of real commitment to working more closely in this field is puzzling to many observers. They 43 Tulmets, E. (2006). Is a Soft Method of Coordination Best Adapted to the Context of EU’s Neighborhood? Workshop organized by Profs. Marise Cremona and Wojciech Sadurski. Retrieved from: http://www.eui.eu/Documents/DepartmentsCentres/Law/Professors/Cremona/TheEuropeanNeighbourhoodPolicy/Pa perTulmets.pdf , pp. 8-11 44 Fiske de Gouveia, P.& Plumridge, H. (2005) Developing EU Public Diplomacy Strategy, European Infopolitik: retrieved from: http://fpc.org.uk/fsblob/657.pdf 16 EU Public diplomacy in 21 century also ignore the possibilities of greater co-operative public diplomacy acting as a catalyst for greater co-operation in other areas, due to the fact that states tends to preserve their own independent public diplomacy capability, as they do with armies.45 Therefore, the raise of the awareness and the potential of the co-operative efforts between member states, aspiring-member states (Western Balkans) and the EU institutions is rather a necessity, than perspective. Due to the fact that the public diplomacy is a smart, strategic, and cost-effective, it move towards enhancing the national security and building prosperity46. Therefore, the new policy approach indicates that governments should constantly improve the dialogue with the non-govermental and civil society sector. They should consider more proactive involvment of diverse think-tanks, NGOs.. journalists, women leaders, business and labor leaders, academics or web users as ‘key Influencers’ in order to develop transparent, strong and sustainable strategy for further soft power or public diplomacy development. This kind of approach will acknowledge the significance of techology societies’ progress and the development of mass communications, as well. In this regard, the engagement of the non-govermental actors for carrying out effective communication and advocacy strategies towards soft power and public diplomacy practices can be very productive and efficient. However, due to the complex nature of the EU entity and the current challenges in coping with different financial, economical and political issues, EU Governments will also have to put extra efforts to remain focused on the European idea of unity, to promote the European identity and to contribute to the idea of collaboration, joint acting and mutual understanding. This will affect the unification of diversities, will strengthen inner EU capacities and increase its external relevance as leading decision-making entity on the global scene. 45 Fiske de G. P.& Plumridge, Hester. (2005) Developing EU Public Diplomacy Strategy, European Infopolitik: retrieved from: http://fpc.org.uk/fsblob/657.pdf 46 Sonenshine, T. (2012). Measuring the Public Diplomacy of the Future; retrieved from: http://www.state.gov/r/remarks/2012/201408.htm 17 EU Public diplomacy in 21 century Reference List: Boex, J. (2013). 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