Public diplomacy

What is public diplomacy?

Public diplomacy, as a relatively recent concept in the field of international relations, refers to the ability of states to communicate strategically and build alliances with the ultimate goal of achieving with the ultimate goal of achieving the greatest possible influence in an international arena characterised by the growing weight of citizenship and social media.

Public diplomacy and strategic communication is therefore geared towards public opinion and civil society in order to project the values and political positions of a country or institution to the outside world. All external action requires instruments that allow close and permanent contact with a growing number of actors on the international scene, such as businesses, cultural and scientific institutions and, again, the wider public. Public diplomacy aims to more effectively disseminate and promote a country's positions on major international issues, as well as its main initiatives. It is a cross-cutting term developed in specific areas such as digital diplomacy, sports diplomacy, cultural and scientific diplomacy and gastronomic diplomacy.

The Ministry of Foreign Affairs, European Union and Cooperation is responsible for proposing and executing Spain's foreign policy in matters of public diplomacy, including the preparation, coordination and direction of the appropriate plans and campaigns. To this end, the Ministry coordinates with a number of institutions linked to it, such as the Network of Casas, the Cervantes Institute and the Foundations-Council​ as well as with other actors in the cultural, economic and commercial spheres with external projection.

Digital diplomacy

The term digital diplomacy refers to the exercise of diplomatic action both in specific strategic areas of the technology sector and in the use of digital communication tools and channels to develop diplomatic action in general. In the latter sense, digital communication is a key tool for diplomatic work and a fundamental element of public diplomacy. The Ministry of Foreign Affairs, European Union and Cooperation is developing its digital communication through the websites and social media profiles of the Ministry and the network of representations and consulates around the world.

Digital diplomacy is not an alternative or complementary way of exercising diplomatic action, but a fundamental axis of such action, so that digital communication has become an inherent activity of diplomacy. Within this communication, social media is the most immediate and relevant instrument, as well as serving a decisive lever in the fields of public diplomacy, strategic communication and the fight against disinformation.

The chronological evolution and the extent of Spanish diplomacy's digital deployment clearly reflect its commitment to digital diplomacy, which is complemented by the work of Spain's representations abroad. All embassies, consulates and permanent representations have their own websites linked to the Ministry's website and virtually all are present on social media. The number of profiles of representations and consulates has increased from 50 in 2014 to more than 400 in 2024. Currently, all embassies, all ten permanent representations and three quarters of consulates have social media profiles.

Cultural and scientific diplomacy: wealth and development

Spanish Cooperation has been a pioneer in considering culture an essential element and driver of sustainable development policies. In the current Spanish Cooperation Master Plan for Sustainable Development and Global Solidarity (2024-2027) culture is addressed both as a priority sector and as a cross-cutting approach. As part of the development of Spain's foreign policy, cultural policies play a strategic role backed by Spain’s great cultural and artistic heritage and our language, the second most spoken language in the world.

The Cervantes Institute in Belgrade. PHOTO 2024 Balakate/Shutterstock. ​

Science diplomacy

In recent years, Spanish science diplomacy has seen significant development. Its growing influence in all social areas and, especially, in international relations, gives scientific, technological and innovation diplomacy a growing importance that helps strengthen a country’s international standing and its image in the world. Science diplomacy focuses on four spheres set by the General State Administration: research, business and the foundations and analysis centres that support research and innovation.

Cultural diplomacy

The AECID, through its Directorate for Cultural and Scientific Relations (DRCC), carries out the functions and competencies assigned by the Ministry of Foreign Affairs, European Union and Cooperation for the promotion and development of cultural relations and the promotion of Spanish culture abroad, as well as international scientific relations, both bilateral and multilateral. 

30/11/2024.- A man visits the Spanish pavilion during the 38th edition of the International Book Fair (FIL) in Guadalajara (Mexico). The Spanish Minister of Culture, Ernest Urtasun, stressed the importance of culture and books for dialogue and recognition of the diversity of both countries, at the inauguration of the Guadalajara International Book Fair (FIL). EFE ​
​

Bodies and institutions

In order to project these areas abroad, the AECID relies on various organisations and institutions.

In the cultural field, support is provided by various institutions. Of particular note is the Network of Spanish Cultural Centres Abroad (CCE Network), under the auspices of the DRCC, which works along three main lines of action: the development of cultural and scientific cooperation policies; the strengthening of cultural action as a factor for development; and support for cultural promotion and action abroad. 

Several institutions are also active in the field of language dissemination. The Cervantes Institute is responsible for the promotion of Spanish culture in conjunction with the State Society for Cultural Action (AC/E)​, with an extensive programme of activities and initiatives to promote the mobility of professionals and creators. The Carolina Foundation focuses on education and science. The ICEX participates in external cultural action through the Creative Industries Division. The General Directorate for Cultural Rights of the State Secretariat for Culture also provides support in this area. 

In the scientific field, activities are carried out to promote the Spanish science, technology and innovation system through the network of Cultural and Scientific Counsellors of Spanish Embassies overseas. Close collaboration is maintained with the Ministry of Science, Innovation and Universities the Spanish Foundation for Science and Technology (FECYT) and public research organisations, as well as with the Network of Associations of Spanish Researchers and Scientists Abroad (RAICEX)​.

Instruments for development

The DRCC articulates its public policies of cultural cooperation for development through the ACERCA Programme for Training for Development in the Cultural Sector and the Heritage for Development Programme​ as well as a number of Ibero-American programmes.

In order to support the international expansion of the cultural industries and Spanish artists and creators in all disciplines, important work is being carried out in cultural cooperation and promotion by facilitating their presence at international events. Finally, the role played by the UNESCO National Commission​ is fundamental for cultural diplomacy and university cooperation.

Grants and lectureships

All of this cultural and scientific diplomacy activity is complemented by an extensive programme of grants and lectureships for both Spanish citizens and citizens of partner countries, committed to training through educational opportunities both in Spain and abroad.

Sports diplomacy

Another relatively recent focus of public diplomacy is sport diplomacy, understood as the set of representative activities carried out by sports actors on behalf of and in collaboration with their governments. Sport diplomacy seeks to inform and engage foreign citizens and organisations in order to shape their perception and create a favourable image of a country to help achieve its foreign policy objectives.

In Spain's case, the many outstanding sporting successes achieved by our country are undeniable and have contributed very actively to the improvement of the country's reputation in the world. For decades, Spain has had some of the best representatives, both individually and collectively, in some of the most popular sports in the world, such as football, basketball, tennis and cycling as well as a significant presence in many Olympic sports. Spanish athletes are ambassadors who promote our national image and who project an international profile of an active, healthy country committed to the values of fair play, harmony, effort and self-improvement that sport embodies. 

Notwithstanding Spain's growing involvement in numerous international sporting competitions and forums, within the framework of its diplomatic action, the following should be pointed out: The participation in sporting events or competitions - whether official or friendly - of athletes, teams or national teams from territories whose status as a State is not recognised by Spain does not imply in any case an alteration, violation or undermining of Spain's position on international recognition. This position is maintained irrespective of where the competition is held and irrespective of the public or private nature of the entity organising the competition.

Consequently, the presence of such participants in the sporting arena should not be interpreted as recognition on the part of the Spanish State, either express or implicit, of the international status of the territory in question.

26/07/2024.- Members of the Spanish delegation on the Seine River during the opening ceremony of the Paris 2024 Olympic Games on Friday in the French capital. EFE 

 

Gastronomic diplomacy

Finally, what has come to be known as gastronomic diplomacy is also worthy of mention. Spain boasts a wide range of quality products, some of which even identify us as a country and reflect our rich history, our geographical diversity and our way of life. Spanish cuisine and wine are, therefore, formidable assets in the projection of our national brand abroad. Moreover, recent decades have seen an unprecedented emergence of talent that has placed some Spanish chefs among the best in the world.