Countries project power and influence in a number of ways. Traditionally they do so through military and economic clout. But education matters too. Alumni of Australian universities and colleges can be strong advocates of our cause and even our interests. They understand us and a crucial phase of their lives was spent with us and learning from us. This is soft power but real power.

The Chinese military clearly recognized that the U.S. was able to gain substantial goodwill from its effective response to the 2004 Indian Ocean Tsunami with its aircraft carriers and amphibious assault ships ferrying supplies, medical teams and rescue crews ashore, according to Chinese and Western commentators.

...I think the Colombo Plan is an exemplary example of public diplomacy where a whole generation or more of young people, the best and brightest from our region, were given an opportunity to undertake study in Australia. And many of those student are now leaders in government and in the public and private sector, in countries in our region. And this exchange of ideas and understanding is invaluable.

The competition, supported by Korea’s Ministry of Culture, Korean Culture and Information Service and the Presidential Council on Nation Branding, is expected to be held annually with the increasing popularity of Korean pop music and culture throughout the world.

The Australia Network has been our venture into this way of building national ''soft power'' - in other words, winning friends and understanding overseas through television news and entertainment. It had an uncertain start as an ABC offshoot with some additional funding from advertising.

Enticed by the economic possibilities in the region, Colombia is courting Asia the only way it knows how: Through the art of salsa dancing. By sending pairs of professional dancers shimmering across the Asia Pacific, the Latin American country hopes to forge closer social and cultural ties with a major slice of the region, from Japan to South Korea, China, Southeast Asia, Australia and New Zealand.

The country is now making an additional effort to promote its culture abroad. We certainly have pending tasks on this effort. It isn’t easy for the people in Asian countries to identify with elements of the Chilean culture beyond the scope of the well-known, high quality products exported by the country.

India is in an enviable position in Southeast Asia as it can exercise leverage through its soft-power, a missing strand in strengthening ties with the countries of the Association of Southeast Asian Nations (ASEAN). A soft power approach however requires investments in institutions, through which India and Southeast Asian countries can strengthen their diplomatic outreach and understanding.