Position paper : the role of the presidency in South African public diplomacy

Abstract

Public diplomacy is an underutilised and underrated instrument in the conduct of South African foreign policy. Its direct and indirect support of diplomatic interventions lies in its value of being able to change the hearts and minds of foreign publics in support of national and international policies in the short, medium and long term. As the principal diplomat of a country the president, and his or her office, drive the foreign policy agenda, utilise the requisite instruments, capacities and structures at their disposal to achieve foreign policy objectives. The researcher's key question is, therefore, what is the role of the presidency in post-apartheid South African public diplomacy? The following related questions emerge. First, what is public diplomacy? Second, how does the presidency drive public diplomacy? Third, how has public diplomacy evolved over the different presidential periods in South Africa? Lastly, derived from this study, this position paper makes recommendations towards the development of a policy framework for public diplomacy and the presidency in South Africa. In doing so, the position paper looks at the theoretical concept of public diplomacy, developments in technology, the media and the overall engagement of the presidency and the efficacy of public diplomacy in South Africa.