Ghazala Anbreen
An American scholar once said, hardly a country with that sort of longitude and latitude which Pakistan is blessed with so much of diversity as it has in the entire world. There are 4 climatic zones, 10 to 12 vegetation zones, 7-8 topographic zones.
Pakistan is a country having different civilizations came and got merged in one. We are as much South Asians, as much Arabs, as much Africans, and as much Europeans. We have people who had ancestors from these parts. We carry influences from everywhere. We are a multicultural hybrid society where people from the last 5000, or 8000 years came from different cultures and races, got settled and shared values. These unique influences make us one of the most resilient countries in the world. On the other hand, America is a 500 years old society.
We Pakistanis perhaps need to know about ourselves and then acquaint the world about the stories of our rich culture. Not only it is beautiful geographically but in many other aspects as well. It has valleys, deserts, 5 of the 14 highest peaks in the world, marshy lands, plateaus, glaciers and largest number of lakes, hence, offering a very striking diversity. We have food, music and a very rich heritage. We have our strengths but the world is somewhat unaware of these strengths. For this purpose, there must be a strong level of engagements. Developing cultural diplomacy inroads between Pakistan and other countries of the world can go a long way in cementing our image across the world.
The world we are living in is not in the form of isolated communities. It is assumed that generally Asian societies are very introverts. They do not beat their own trumpets. But the downside of this is that if you do not tell what you are, what your strengths are, others will be judging about you, as it is a very judgmental and opinionated world. Therefore, you have to tell your stories for other people of the world to make a very good opinion of you.
There is psycho-socio mindset also. This mindset prevails not only on the side of economy, trade or investment, it is in the form of culture. For this purpose, there must be dialogues. They can be interfaith, philosophical dialogues enabling us to learn how to make this world a better place and how to increase the mutual understanding of youth of all the world to make them become better human beings.
The role of a diplomat in such a scenario becomes very important. The responsibility of a press officer to engage with the rest of the world is also quite significant. The initiatives which a press officer while posted abroad at embassies may take, include narrative management and media engagement. This can be done by monitoring local media trends. The emphasis should be on building relationships with reliable journalists including editors, media houses and opinion makers. The purpose can be achieved by responding proactively to disinformation with good quality press statements and fact sheets. The press officers posted must organize systematic press briefings and interviews for the ambassadors or high commissioners abroad. He must be equipped with Crisis communication readiness, strategic and cultural sensitivity and should be digitally fluent.
The world is a beautiful place and we must know that different societies have different strengths. Cultural diplomacy paves ways for bringing the societies together and leads to a world where we can establish relations without fear and travel without fear. It leads to peace building by breaking down the stereotypes. Peaceful cooperation is achieved through the use of soft power.
Digital diplomacy is also very necessary. Digital and cultural soft power promotion can be carried out through developing a digital cultural portal showcasing the heritage of Pakistan, arts, literature and innovation and different documentaries. Officially verified embassy social media handles may be launched and monitored vigilantly. More of the positive stories about Pakistan must be shared pertaining to its development projects, role of women, climate actions, arts, innovations and sports. The role of nationally aligned infographics, interviews and videos is equally pivotal for this. Most importantly monitoring hybrid warfare trends in the host country’s digital space and reporting to relevant departments is very necessary.
Pakistan needs to rebrand itself. Some people call it Amazing Pakistan while others term it as Beautiful Pakistan. The need is to put it to the rest of the world in the most convincing manner. We must tell the world that there are the deeper values held by our society. We should also highlight the best practices of our society and civilization. Likewise, we should learn from the best values found in other parts of the world and learn from them.
There can be different ways to help solve the problem of improving the image of Pakistan at an international level. These measures may include establishing an inter-ministerial taskforce involving ministries of information and Broadcasting, foreign affairs, culture, education, commerce and relevant stake holders. Others may include creation of cultural diplomacy cells in all the Pakistani embassies and consulates for a coordinated culture events and outreach with Pakistani diaspora. A national narrative which may define Pakistan’s values, image and themes for global engagement must be built. Engaging the diaspora is possible through identifying non-partisan groups and partnering with them. Also, efforts must be to avoid engaging with sectarian groups to avoid polarization. Holding events to promote national unity is possible through good media management.
Societies are like organic entities and with the passage of time they start behaving like individuals. Why people resort to conflicts is because of the reason that biases are created because of ignorance. A narrow perception is created because one does not know the other. Same is true of Pakistan. If stereotypical image is created about Pakistan ever, it is because there was a communication problem. When there are channels of communitarian, the barriers are brokens. Alternative to dialogue is misery, conflict and violence. Cultural diplomacy 235.pdf help promote conflict resolution and maintain peace, paving way for a better understanding, it leads to dialogues. Once the communication is there, then the other person thinks that they were wrong in their perception. As a result, we have more dialogues and develop more understanding and gradually conflict situations are resolved.
Embassy-level media desks for monitoring global media trends, sentiment analysis, and issuing clarifications well in time are also conducive for achieving the goal of raising positive image. Partnering with friendly media experts and thinktanks for disseminating fact-based perspectives on Pakistan is crucial.
A Global Discover Pakistan campaign can be launched through different embassies for the purpose of promotion of tourism. Annual Pakistan Culture weeks may also be organized abroad.
Likewise, the global contributions of Pakistan must be highlighted regarding its efforts towards peacekeeping at international level. Culture can be used as a bridge to promote goodwill. Pakistani artists, writers, sports stars and entrepreneurs at international fora can prove as soft power ambassadors. Pakistan can partner at global forums and festivals for presenting creativity and talent. The way forward further includes promoting a national identity abroad by focusing on shared values.
Encouraging events that mirror national unity and cultural harmony with facilitating Pakistani youth participation in academic and volunteer platforms abroad are positive steps to be adopted by the diplomats while serving in embassies. Establishing a Cultural Diplomacy Desk at the embassy and promoting rich heritage of Pakistan can yield much more positive impacts. Other significant initiatives may include arranging seminars focusing on positive side of Pakistan, or panel talks on geopolitics, peacekeeping, etc. Engaging with local NGOs on values like tolerance and education can also help attain good results. Media Intelligence and reporting by sending monthly reports to the Ministry of Foreign Affairs (MOFA) and Ministry of Information will help track down leading to an informed sentiment analysis and engagement of Pakistan related material at international level. The press officers should circulate counter-narratives in case of any misinformation. There is a need of more efforts towards branding ourselves. Unless we do so, others will brand us. The world is a global society. The time we look at others, we generally form our opinions. Pakistan should be branded as a country which has a mission to play in the world. It can be Beautiful Pakistan, as we call our country a heaven on earth.
However, the brand that comes for Pakistan at a global level, there lurk some issues. The difference in perception is there. The issue arises from the difference in what we believe about us and how the world looks at us. Promoting adventure, tourism, Gandhara heritage, northern areas, and religious tourism, partnering with the Trade & Investment Counsellor to align communication with Pakistan’s economic diplomacy, all these are important moves to improve the image of our country abroad.
The diplomatic staff can be trained in AI, public diplomacy and information warfare response.
The same tools may be used at selected missions for the purpose of automated engagements, threat alerts and data-driven outreach. The AI based media monitoring tools may be developed.
Cultural diplomacy gives us ways of better understanding to resolve our issues. The role of AI, Technology & Innovation in Diplomacy as discussed cannot be denied. Devising workable plans for integration of AI tools for media monitoring, using automated press tracking systems, or document digitization systems to streamline outreach, all are different methods for achieving the goal of an effective diplomacy.
