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Management of Public Diplomacy and Regional Brands

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By José Luis Jácome,  Counsellor (Consular Affairs), Embassy of Ecuador in The Hague.

The information revolution and the notion that an information society influences all spheres of human life; the current public and private organizational structures cannot abstract themselves from this dynamic where diplomatic management should, now more than ever, fulfill its labors through communicational strategies.  In this framework, the communicational strategy of Public Diplomacy requires the use of concrete instruments and techniques.
Communication and Public Diplomacy are forced to co-exist and find spaces where ideals of universal citizenship, a culture of peace and virtual portals where civilizations meet are erected.
The development of technological solutions for the global diffusion of un-printed news has also allowed for the strengthening of social networks that increasingly consolidate the notion of a global village, interconnected in real time.  In this new world, efficient diplomatic management should access scientific, academic, cultural and social spaces traditionally reserved for civil society, with the objective of contributing to the interrelations of civilizations and increasing the development of intercultural spaces that contribute to a culture of peace, in accordance with the UNESCO Resolution No. 53/243, this being, in my opinion, the main goal of Public Diplomacy.
The culture of peace considers, among other aspects, the protection of the weakest members of society, the free circulation of information and universal access to this information.  It also considers the defense of universal values of respect for human dignity and the struggle against all forms of social discrimination, in general, and respect for the universal conquests for the rights and dignity of a human being.  These are the pillars upon which, and objective with which, Regional Brands  for the organization of cultural, sporting, academic, scientific and social events should be designed, as a natural expression of the modern diplomacy that transcends national management and seeks to materialize the universal paradigms consecrated in the Charter of the United Nations.

The management of Public Diplomacy and Regional Brands is viable, for example, through the joint organization of cultural events through which different societies can share their values and artistic heritage.  This goal could materialize through the construction of a cultural agenda for 2014, with the co-participation by all regional groups, civil society and local authorities. (Original version in Spanish translated to English by Hailey Troock).

The author holds a Ph.D in jurisprudence at  Universidad Técnica Particular de Loja, Ecuador.

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