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A FRAMEWORK FOR GLOBAL RELATIONSHIPS

3. A FRAMEWORK FOR GLOBAL RELATIONSHIPS . a generic principles and specific applications approach . Guest lecturer : SRIRAMESH KRISHNAMURTHY (IND). MAE - Istituto Diplomatico Mario Toscano. COMMUNICATING WITH, FOR, IN … DIVERSITY.

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A FRAMEWORK FOR GLOBAL RELATIONSHIPS

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  1. 3. A FRAMEWORK FOR GLOBAL RELATIONSHIPS a generic principles and specific applications approach Guest lecturer: SRIRAMESH KRISHNAMURTHY (IND) MAE - Istituto Diplomatico Mario Toscano

  2. COMMUNICATING WITH, FOR, IN … DIVERSITY > The humus for the emergence of a new framework Globalization - mostly empowered by new ICT processes - has increased the awareness of diversities more than it has standardised our ideas and behaviours Globalization has also accelerated discontinuities in which organizations need to re-wire traditional communicational frameworks in order to better achieve their general goals and specific objectives MAE - Istituto Diplomatico Mario Toscano

  3. FROM WHERE WE BEGIN > Consequences of Diversity on Public Diplomacy Hence, we face an increasing complexity in: • governing relationship systems with foreign stakeholder publics … and between them (see also: Edelman Trust Barometer) • interpreting a relationships with publics infrastructure in a given territory Each Nation State, Government, private & social organization … individual is unique MAE - Istituto Diplomatico Mario Toscano

  4. A NORMATIVE APPROACH > Desired features of a new global public relationships framework A systemic (organizational and societal) view of Public Diplomacy, based on: • dialogue and communicating-with approach • tendentially symmetric relationships • content rather than message transfer • responsibility (an implementation culture rather than an announcement one: “walk the talk” • priority to the public interest (over organizational as well as other stakeholder interests) MAE - Istituto Diplomatico Mario Toscano

  5. TOWARDS NEW FRAMEWORK > Global generic principles and local specific applications Universal organizational and professional characteristics which enable effective Public Diplomacy in the global arena GLOBAL GENERIC PRINCIPLES ADOPTION & ADAPTATION LOCAL SPECIFIC APPLICATIONS Public relationships infrastructure: territorial variables which influence the practice of cultivating relationships with foreign stakeholder publics MAE - Istituto Diplomatico Mario Toscano

  6. GLOBAL GENERIC PRINCIPLES > Organizational perspective 1. Public Diplomacy is an autonomous and integrated organizational function which: • supports the organization in governing relationships with its foreign stakeholder publics • improves the quality of organizational decision-making process and accelerates the implementation of its decisions 2. The value of Public Diplomacy is determined by the dynamic (and constantly monitored) quality of the relationship systems developed with foreign stakeholder publics MAE - Istituto Diplomatico Mario Toscano

  7. GLOBAL GENERIC PRINCIPLES > Communication perspective 3. Public Diplomacy operates through two-way communication platforms (i.e. “spaces”) to create, develop and consolidate tendentially symmetric relationships with foreign stakeholder publics 4. Public Diplomacy is based on a comprehensive and ongoing body of knowledge; recognizes and values the principle of diversity and is focused on communicational behaviors which are responsible and accountable (i.e. an implementation culture rather than an announcement one) MAE - Istituto Diplomatico Mario Toscano

  8. GLOBAL GENERIC PRINCIPLES > Professional perspective 5. Public Diplomacy professionals perform conscious roles in administering, implementing and evaluating communication programs. TECHNICAL ROLE: Operational implementation of communication programs with foreign stakeholder publics (i.e. content transmission) MANAGERIAL ROLE: Development, coordination and evaluation of Public Diplomacy programs STRATEGIC ROLE: educative – enabling other peer organizational members of the organization in practicing a relationship culture and related communication skills reflective - listening to foreign stakeholder publics and interpreting territorial public relationship infrastructures to own dominant coalition MAE - Istituto Diplomatico Mario Toscano

  9. GLOBAL GENERIC PRINCIPLES > Global relationships perspective 6. Public Diplomacy is based on the awareness, interpretation and respect of: • international legal and institutional framework • home country’s foreign policy • overall and globally accepted diplomatic customs • traditions and best practices related to recent history of multi-lateral relationships • home country’s existing international alliances and their foreign policies • global, regional and other transnational organizations’ policies • culture and values of host countries (leading into specific applications…) MAE - Istituto Diplomatico Mario Toscano

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