Eleanor Finch
Public diplomacy officers are the cultural bridge between their home country and the host country. They are responsible for promoting their country's interests and values abroad, as well as building public awareness and countering misinformation. Public diplomacy officers work closely with journalists, government officials, educators, and non-governmental organizations to shape public message and perceptions about their country. They also advise ambassadors and other embassy leaders on their public statements. A typical first job for a public diplomacy officer is an Assistant Information Officer or Assistant Cultural Affairs Officer, with more senior roles including Assistant Public Affairs Officer, Cultural Affairs Officer, or Information Officer. Public diplomacy officers are not required to have a special degree, but rather learn the necessary skills on the job.
| Characteristics | Values |
|---|---|
| Build and maintain relationships with key people and organisations who influence public opinion | Foreign journalists, government officials, educators, non-governmental organisations, think tanks, and those in the arts |
| Act as a cultural bridge between the home country and the host country | Explain the history, culture, and values of the home country to the host country |
| Engage and network with host nation contacts to shape the public message and perceptions | Handle interaction with domestic and foreign media |
| Promote educational and cultural exchange | Manage people, programs, budgets, and resources |
| Develop and coordinate the delivery of the embassy's public diplomacy strategy | Design and deliver virtual and in-person events and campaigns |
| Promote the country's policy objectives through soft power |
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What You'll Learn
Entry-level roles
Public diplomacy officers are public relations professionals who act as cultural bridges between their home country and the host country. They are responsible for promoting their country's interests, values, and culture abroad, and building positive and enduring relationships with foreign audiences.
Another entry-level role is the Assistant Public Affairs Officer (APAO), which has more responsibility and a bigger portfolio. APAOs manage more staff and resources, and run the public diplomacy section in the absence of the Public Affairs Officer (PAO).
At the beginning of their careers, public diplomacy officers are often required to complete a consular assignment, gaining experience in government-to-people relations and developing relationships with key people who influence public opinion. This may involve working with journalists, acting as a source of information, and promoting free speech and transparency.
Public diplomacy officers also handle cultural and educational exchanges and programs, such as the Fulbright Program, and may be involved in selecting artists for sponsored tours or managing grants to local arts groups, non-governmental organizations, or think tanks.
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Networking and contacts
Public diplomacy officers engage and network with a wide range of contacts in the host nation to shape public messages and perceptions about their home country. They maintain relationships with key influencers of public opinion, such as journalists, opinion leaders, academics, think tanks, government officials, and civil society organisations. Building and maintaining these connections are crucial for promoting mutual understanding and support for their country's policies and interests.
For example, in the British Embassy in Copenhagen, a public diplomacy officer is expected to develop relationships with key partner organisations, including NGOs and civil society groups, to achieve the embassy's objectives. They are also responsible for coordinating the delivery of the embassy's public diplomacy strategy, which involves designing and delivering events and campaigns that support these objectives.
Additionally, public diplomacy officers often advise ambassadors and other embassy leaders on their public statements, tracking local public opinion and travelling to provide programming to regions beyond the capital. They may also manage grants to local arts groups, non-governmental organisations, or think tanks, further expanding their network of contacts.
Public diplomacy officers also work closely with their colleagues, staying informed about the issues they handle, from political and economic policies to legal and consular cases. This collaborative approach ensures that the public diplomacy officer can effectively represent their country's interests and address any misrepresentations.
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Communication skills
Public diplomacy officers need to be able to communicate effectively through a variety of media, including coordinating websites and social media outreach. They handle interactions with foreign and domestic media, explaining their country's history, culture, and the value of diversity to foreign audiences. This involves meeting with and developing close ties to foreign journalists, as well as engaging with opinion leaders, academics, and think tanks.
Strong written and oral communication skills are essential. Public diplomacy officers must be able to communicate effectively in their native language and often in a foreign language as well. They need to be able to explain complex policies and ideas in a clear and concise manner, ensuring that their country's positions are understood and that any misrepresentations are corrected.
Additionally, public diplomacy officers are responsible for advising ambassadors and other embassy leaders on what to say publicly and when to say it. They must be able to effectively convey their country's message and shape public perceptions and opinions about their nation. This involves engaging and networking with a wide range of contacts in the host country, including government officials, educators, and local community groups.
Public diplomacy officers also play a crucial role in promoting educational and cultural exchanges. They may organise discussion groups, manage grants to local arts groups, or select performers for sponsored tours. These activities require strong communication skills to build relationships and promote mutual understanding between different cultures.
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Promoting the country's image
Public diplomacy officers are the cultural bridge between their country's mission and the host country. They are the gatekeepers and promoters of information about their country and are responsible for increasing their country's influence through "soft power".
To promote the country's image, public diplomacy officers engage and network with a wide range of host nation contacts to shape the public message and perceptions about their country. They maintain relationships with key people and organisations who influence public opinion, including political commentators, NGO leaders, and other high-profile figures. They are also managers of people, programs, budgets, and resources.
Public diplomacy officers engage, inform, and influence opinion leaders, local non-governmental groups, academics, think tanks, government officials, and civil society. They explain and promote their country's foreign policies, history, culture, and values to ensure that their country's positions are understood and misrepresentations are corrected. They also promote educational and cultural exchange programs, such as the Fulbright Program, to increase mutual understanding and support for their country's policies.
Additionally, public diplomacy officers handle their country's interaction with domestic and foreign media, including coordinating embassy and consulate websites and social media outreach. They act as a source of information for journalists, promoting free speech and transparency. They may also advise ambassadors and other embassy leaders on what to say publicly and when to say it, tracking local public opinion and travelling to speak and provide country-themed programming.
Public diplomacy officers also play a role in selecting cultural representatives, such as musicians and dancers, for country-sponsored local tours. They may also organise discussion groups with the local community to teach and be a resource on their country's culture.
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Budgeting and management
Public diplomacy officers are responsible for managing programmatic budgets and often supervise large numbers of local staff. They are also known as information officers or press officers, working closely with journalists to promote free speech and transparency.
A typical first job for a public diplomacy officer is Assistant Information Officer (AIO) or Assistant Cultural Affairs Officer (ACAO). These are assisting roles, and in larger embassies, this means that you have a narrow portfolio. The next step up is the job of Assistant Public Affairs Officer (APAO), Cultural Affairs Officer (CAO), or Information Officer (IO). These roles come with more responsibility because they have bigger portfolios, manage more staff and resources, and whenever the PAO is out of the office, they run the PD section.
As a public diplomacy officer, you will be responsible for the day-to-day oversight of the embassy's public diplomacy budget. This includes developing and coordinating the delivery of the embassy's public diplomacy strategy, designing and delivering campaigns and events, and promoting the country's values and culture in the host country. For example, the British Embassy in Copenhagen is looking for a public diplomacy officer to help develop and run the embassy's digital and in-person public diplomacy strategy and budgets.
Public diplomacy officers are also responsible for managing people, programs, and resources. They engage, inform, and influence opinion leaders, local non-governmental groups, academics, think tanks, government officials, and civil society to promote mutual understanding and support for their country's policy goals. They are the cultural bridge between their country's mission and the host country, acting as gatekeepers and promoters of information.
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Frequently asked questions
A Public Diplomacy Officer is a public relations professional who works in government-to-people relations. They are responsible for promoting their country's interests, values, and policies abroad, and for explaining their country's history and culture to foreign audiences.
Public Diplomacy Officers engage and network with a variety of people and groups in the host country, including journalists, government officials, educators, and non-governmental organizations. They advise ambassadors and other embassy leaders on what to say publicly and when to say it. They also manage programmatic budgets and staff, and organize cultural performances and educational exchanges.
You don't need a special degree to become a Public Diplomacy Officer. Diplomats learn the necessary skills after they are hired. However, strong communication skills are essential, and experience in public communication, public diplomacy, or event planning is often required.
