Clingendael together with the Asia-Europe Foundation (ASEF) organised the 4th Face-to-face Training as part of the broader Asia-Europe Public Diplomacy Training Initiative.

Lessons learned

In this tailor-made programme on Public Diplomacy the participants first deepened their knowledge of Asia-Europe relations, ASEF, ASEM, public perceptions of Asia and Europe and how this affects their work.

Throughout the programme the following became clear:

• Know your audience. Only then you can shape your message in such a way that it will actually reach your target.
• Know your strengths and weaknesses, what makes your country unique and what message you want to get across. Social media is a great tool for sending and listening, but it might not be enough.
• Work together with other ministries, agencies and the private sector in order to formulate a message that resonates with a broader audience.

The 24 participants were diplomats working for a variety of different Asian and European countries, which are partners of the Asia-Europe Meeting (ASEM), ranging from Norway and Malta to Bangladesh and Australia, the EEAS and the ASEAN secretariat.

© Asia-Europe Foundation (ASEF) 2016

Training objectives

The insights gained during the programme were put to practice in skills training sessions. During these sessions the participants learned:

• How to deal with cultural difference in the intercultural communication training;
• How to communicate their message in case of a crisis during the crisis communication training;
• How to adequately interact with the media during the media training;
• How to effectively use digital tools in the e-diplomacy training.

These skills sessions aimed to provide the practical know-how to formulate, develop and deliver public diplomacy through real-life examples and case studies.

© Asia-Europe Foundation (ASEF) 2016

Developing a strategy in practice

To see how a public diplomacy strategy is developed and implemented in practice participants went on a working visit to the communication department of the Dutch Ministry of Foreign Affairs (MFA).

In addition to the strategy part, the participants gained insights about the manner in which the Dutch MFA uses and monitors social media.

Book launch

During the programme ASEF launched its Public Diplomacy Handbook: How to win hearts and minds at the Clingendael Institute.

The event attracted ambassadors and public diplomacy experts who shared their thoughts and experiences with each other and the participants during a roundtable discussion and informally at the reception afterwards.

© Asia-Europe Foundation (ASEF) 2016

More information?

For more information on this training programme, please contact Mercè Torruella y Mazurel.

For more information on the different forms of skills training and tailor-made training programmes that Clingendael has to offer, please contact Hans Wurzer.

© Asia-Europe Foundation (ASEF) 2016