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https://www.dfat.gov.au/sites/default/files/public-diplomacy-strategy-2014-16.pdf
Strengthen Australia's influence, reputation and
relationships internationally by promoting a clear, creative and confident
vision for Australia's international policy agenda that reflects our national
interests and improves domestic understanding of DFAT's role.
DFAT will advance targeted public diplomacy initiatives which promote
our economic, creative and cultural, sporting, innovation and science, and
education assets to underline Australia's credentials as a destination for
innovation, business, investment, tourism and study, and emphasise Australia's
engagement with the Indo-Pacific
region.
The objectives of DFAT's public diplomacy strategy are to:
promote Australia's
competitive investment environment, open and resilient economy,
predictable regulatory framework and commitment to trade liberalisation,
tourism investment opportunities, strong education and training
credentials, and excellence in innovation, science and technology
build understanding of
Australia's role in and commitment to the Indo-Pacific region, including
deeper integration, sustainable development and gender equality
strengthen Australia's
influence in shaping the international political and security architecture
in ways which advance our national interests and underpin prosperity and
security in our region
promote Australia as a contemporary, creative,
successful, diverse and tolerant nation; and an attractive place to study,
work, visit, live and invest.
1. Promote Australia's economic credentials and
support our economic diplomacy objectives
Promote, internationally and domestically, the benefits from Australia's
existing trade agreements, ensure business takes
advantage of the opportunities created by the North Asia free trade agreements,
and build support towards the conclusion of agreements currently under
negotiation.
Communicate Australia's commitment to the four objectives of economic
diplomacy, across the Department's foreign, trade, investment and development
work, specifically:
Trade:
pursue trade liberalisation through bilateral, regional and global trade
agreements that provide new opportunities for Australian exporters and sustain
a strong, rules-based architecture for global trade.
Growth:
support global growth and assist developing countries in the region to address
internal constraints to economic growth, such as restrictive regulations, poor
infrastructure and lack of capacity in the private sector.
Investment:
promote investment into Australia and Australian investment internationally.
Business:
advance the interests of Australian business overseas and the development a
stronger private sector in our region, as well as promote Australian tourism.
Promote and support the National Innovation and Science Agenda (NISA)
which will help transform Australia into a leading innovative nation and
position us to seize the next wave of economic prosperity.
Employ soft power for trade, investment and economic prosperity
promotion.
Promote economic empowerment of women and girls, empower women
entrepreneurs in our region and advocate internationally for the importance of
women's participation in political, economic and social affairs and leadership
for achieving prosperity and stability.
Audience: Government; business; NGOs;
science, medical and research institutions; education bodies; commentators;
host countries; women's organisations.
2. Underline
Australia's deep engagement with the Indo-Pacific region
Emphasise Australia's deep integration, strength, investment and
influence in the Indo-Pacific region including through participation in
regional partnerships, forums and dialogues.
Highlight our commitment to building deeper and broader links through:
the New Colombo Plan (NCP); Australia Awards; Australian Volunteers for
International Development (AVID); Australian NGO Cooperation Program (ANCP);
the Direct Aid Program (DAP); sports cooperation; growing two-way tourism;
investing aid in the sustainable development of our close neighbours; and
strengthening regional political and institutional architecture.
Encourage trade and investment in the Indo-Pacific, including through
the entry into force of the Trans-Pacific Partnership (TPP) and the ASEAN
Economic Community and associated opportunities for ASEAN economic integration
and growing two-way investment.
Audience: Government; business;
NGOs; commentators; partner countries; cultural and arts sector; sports sector;
education sector.
3. Advocate
Australia's vision for the international policy agenda
Build support for Australia's candidacy for the United Nations Human
Rights Council in 2018-2020 and the United Nations Security Council in
2029-2030. Highlight Australia's support for global, regional and bilateral
security frameworks and norms based on the United Nations Charter, international
law and our commitment to a well-functioning multilateral rules-based order.
Highlight Australia's important advocacy and norm-setting role on a
number of key international policy issues, such as: gender (women's leadership,
women's economic empowerment and ending violence against women and girls);
human rights (ending the death penalty, good governance and National Human
Rights Institutions); climate change and environmental sustainability (our
leadership in implementing the UNFCCC Paris Agreement, the Green Climate Fund,
and commitment to the World Heritage system); and international peace and
security (the Responsibility to Protect principle, peacebuilding, arms control,
humanitarian response, and accountability for international crimes).
Demonstrate our standing as a credible, engaged, significant actor on
major international and regional political and security debates.
Emphasise Australia's commitment to strengthening the rules-based
international political and security architecture, building on achievements
from our role as the G20 chair in 2014 and our 2013-2014 term on the United
Nations Security Council, and forming stronger ties with the countries in our
region.
Audience: Government; business;
NGOs; research institutions; commentators; think tanks; partner countries.
4. Promote
Australia's development credentials
Highlight Australia's commitment to supporting partner countries in our
region accelerate economic growth, enhancing stability in the region, managing
the impacts of climate change and reducing poverty through effective
development and humanitarian assistance.
Lead on deliberations and policy actions relating to Australia's
priority development themes in global fora, such as the United Nations, the
World Trade Organization and G20.
We will work to increase public understanding of the aid program and key
themes including its Indo-Pacific focus, private sector engagement, aid for trade initiatives, innovation, and women's economic
empowerment. This will increase the visibility and understanding of the aims
and value of Australian aid to both a domestic and international audience. One
focus will be on outreach to diaspora communities in Australia, through ethnic
community media channels, including radio and social media. We will actively
seek opportunities to engage with ethnic communities to promote the benefits of
the Australian aid program with increased messaging around international days,
festivals and events.
Audience: Government; NGOs;
business; local beneficiaries of Australian aid; think tanks; commentators;
ethnic media and diaspora communities in Australia.
5. Champion Australia
as an open, innovative, democratic, and diverse nation
Support the implementation of the NISA, and in
particular its international initiatives such as the Global Innovation
Strategy, through international advocacy.
Promote Australia's culture of resourcefulness, entrepreneurship and
ingenuity; and our creative industries, scientific research organisations and
education system.
Highlight Australia's high levels of ethnic diversity and social harmony
and our commitment to democracy, rule of law, human rights and freedom of
speech, cultural diversity, gender equality, respect for people with
disabilities, and respect for Indigenous cultures.
Underline the role played by Australia in championing women's economic empowerment
and gender equality, including through the Gender Equality and Women's
Empowerment Strategy and the work of the Ambassador for Women and Girls.
Foster enduring people-to-people ties and institutional links across all
levels of government and civil society.
Audience: Government; business;
NGOs; research institutions; think tanks; diaspora communities; commentators;
cultural and arts sector; sports and education sectors.
We will pursue these Public
Diplomacy goals and objectives through approaches which engage audiences on
contemporary Australia and which facilitate networks, collaboration and
connections between people and institutions to build understanding, trust
and influence in advancing our national interests.
Culture provides a unique and critical forum for fostering mutual
understanding and relationship-building. Cultural diplomacy has a vital role to
play in international relations. Alliances are just as likely to be forged
along the lines of cultural understanding as they are on economic or geographic
ones.
DFAT will work collaboratively with the Ministry for the Arts, the
Australia Council for the Arts and organisations which strengthen Australia's
reputation as a sophisticated and creative nation with a confident,
outward-looking arts sector.
We leverage Australia's creative industries, including fashion, design,
and architecture, in line with the Government's economic diplomacy and
innovation agenda as well as development assistance priorities.
Through funding arts and cultural activities in priority countries and
regions, we aim to:
establish
networks and promote collaboration and exchange between Australian artists/arts
organisations and their international partners
expand
audiences and markets for Australian artistic work and creative products
promote
Australian expertise in arts production and management
leverage
public-private partnerships
recognise
the role of cultural actors as authentic and accessible barometers and agents
of social change
influence
perceptions of Australia at home and abroad.
DFAT's programs will promote Australia's cultural exports and creative industries.
The rebranded
focus country program Australia
now Brazil (2016) will strengthen and deepen bilateral ties, and build
enduring connections through integrated cultural events and activities. We have
commenced planning for future focus country programs in Germany (2017) and
Japan (2018). Alongside a focus on promoting Australia's creative excellence,
DFAT will highlight Australian innovation and deepen people-to-people and
institutional links.
The International
Cultural Visits (ICV) program supports visits to Australia by leaders in
the arts and cultural industry from overseas. It aims to generate improved
commercial opportunities in overseas creative industry markets for the domestic
arts industry. The program includes targeted exchanges/visits (both inward and
outward bound to support two-way engagement), with a particular emphasis on
identified market priority countries and current and future focus country programs.
The film
program promotes Australian screen content, industry expertise and
Australian culture through film in partnership with Screen Australia. We will
look for new opportunities to do more with the film and television industry in
promoting our talent overseas.
The Aboriginal and Torres Strait Islander
program demonstrates Australia's respect for, and recognition of, cultural
diversity and heritage, and promotes greater international understanding and
awareness of Australia's Indigenous cultures. It supports many expressions of
Indigenous culture through two-way Indigenous exchange/visitor programs,
performances, visual arts exhibitions, NAIDOC Week and Reconciliation Week. The
program aligns with the Indigenous
Peoples Strategy which provides a framework for Australia
to work with our international partners and the United Nations to influence
international policy to advance the interests of Indigenous peoples in
Australia and around the world.
Through
the visual arts program we tour visual arts exhibitions to target
locations in Asia and support inbound exhibitions of works from Asia to enhance
two-way cooperation. We will explore touring beyond the region to target visual
arts market priority countries for Australia.
We
support international and regional arts activity through partnerships
and engagement, including Asia TOPA: Asia-Pacific Triennial of Performing Arts
in Melbourne in 2017 and the APT: Asia Pacific Triennial of Contemporary Art
and the Australian Performing Arts Market in Brisbane.
DFAT's media engagement work provides significant opportunities to
inform and influence audiences. We will draw on a range of advocacy
opportunities and tools, including Official Visits, informal briefings, HOM/SES
interviews, news conferences and social media channels. We will look for
opportunities to promote the Department's work, including by publicising policy
developments, achievements, new services and significant statistics as well as
human interest stories.
The International Media Visits (IMV) program supports implementation of
our key foreign and trade policy objectives by providing participant
journalists and their readers with an increased understanding of contemporary
Australia. IMVs will be targeted towards promoting international understanding
of Australia's innovation, science and research capabilities and
infrastructure; investment environment; gender; human rights; and sporting
assets and capabilities to host major events.
The Australian Sports Diplomacy Strategy 2015-18 capitalises on
Australia's sporting assets and expertise to promote Australia's diplomatic,
development and economic interests. The whole-of-government strategy provides a
practical way to inform, engage and influence key groups, particularly youth,
emerging leaders and women and girls. It also promotes Australian capabilities
and creates business opportunities through the Australian Government's
international sports business program, Match Australia, and aims to establish our
sports 'brand' in the region.
DFAT will continue to provide a central coordination point for all
sports diplomacy activity across the Australian Government. This ensures a best practice approach to
utilising the Australian Government's investment in sport. Through sports diplomacy we will:
build institutional
and people-to-people linkages
promote
our reputation for excellence in performance and training, sports governance
and domestic participation
support
sport for development initiatives
showcase our major events capabilities.
In 2016, DFAT will expand the sport for development program to Asia,
building on the success of the Pacific Sports Partnerships initiative,
targeting improvements in education, health, gender equality, and disability
inclusion through sport.
DFAT has prioritised the development of a science diplomacy strategy in
2015-16 to enable the Department and its overseas network to promote
Australia's national innovation and science credentials; identify opportunities
for collaboration; and to further institutional and people-to-people links.
The strategy will support and complement the Australian Government's
NISA and its existing suite of international engagement initiatives and
programs, as well as advance the Department's strategic and economic foreign
policy objectives.
The strategy aims to:
enhance
Australian international competitiveness and economic diplomacy in innovation,
science and technology
promote
Australia as a destination for education and training
lift
Australia's profile as a partner for science centre capacity building, research
collaboration and international exchanges, including climate science
facilitate
greater international engagement and collaboration in innovation.
It will also recognise existing DFAT programs (such as the focus country
program, IMV and Special Visits Program and the Australian Fellowship Awards)
as well as identifying further opportunities to promote international
understanding of Australia's science, research and innovation capabilities
through a range of international fora.
The NCP is a signature Government initiative which aims to lift
knowledge of the Indo-Pacific in Australia by supporting Australian
undergraduates to study and undertake internships in the region.
The NCP aims to be transformational, deepening Australia's relationships
in the region, both at the individual level and through expanding university,
business and other stakeholder links. The program will develop a more regionally-aware
Australian workforce for the future and support a genuine two-way flow of
students within the region, complementing the thousands of students coming to
Australia to study each year. Over time, the NCP alumni network will establish
itself as an influential cohort with direct experience of living, studying and
working in the region.
In 2016 Australia Awards scholarships and fellowships will provide
around 2,000 awards for citizens of more than 85 eligible countries to
undertake study, research and professional development. They are a feature of
nearly all of Australia's bilateral aid programs, contributing to the
achievement of development objectives across a range of sectors and building
people-to-people links between Australia and the Indo-Pacific region.
Australia Awards Scholarships provide emerging leaders the opportunity
to undertake full-time undergraduate or postgraduate study at Australian
tertiary institutions.
Australia Awards Fellowships offer mid-career professionals an
opportunity to undertake short course study, research and professional
development in Australia. They will be aligned to Australia's public diplomacy
goals, encouraging Awards with cultural, sports, innovation, science and research
institutions, alongside Awards to support broader development priorities.
Together with the New Colombo Plan, the Australia Awards create a
two-way exchange that is critical to Australia's engagement with the region.
Australia's global alumni represent a highly-educated and influential
network of leaders with an affinity to Australia who can play an important part
in contemporary diplomacy.
Strong and enthusiastic local alumni networks, working alongside and
with Australia's extensive network of embassies, open up opportunities for
alumni to:
remain
connected to each other through face-to-face activities and social media
form
new personal and professional networks
access
ongoing local, regional and global opportunities for networking and
professional development
remain connected
to Australia.
In 2016 DFAT will launch a whole-of-government Global Alumni Engagement
Strategy in collaboration with government and tertiary institution partners.
Effective alumni engagement will strengthen people‑to‑people
linkages, grow trade and investment, promote our capabilities and enhance
Australia's diplomatic, cultural, economic and international education
interests.
Volunteers promote a positive perception of Australia in the region and
of the aid program domestically. AVID also contributes to development outcomes
and links the Australian community with people and organisations in developing
countries.
The AVID program:
builds
understanding of Australia's international role and commitment to integration
with the Indo-Pacific region
increases
the number of volunteers working to improve the economic livelihoods of people
in developing countries
develops
volunteer assignments in priority areas of governance, health, social
infrastructure and services and education.
Through the AVID program, around 1400 dedicated and skilled Australians
work as volunteers in more than 1000 host organisations across 23 countries.
Australian volunteers frequently continue their engagement with the aid
program when they return to Australia, forming vibrant and engaged networks
comprised of influential professionals with enhanced cross-cultural
understanding, who are able to advance Australia's interests domestically.
The ANCP is DFAT's single largest support mechanism for accredited
Australian NGOs. ANCP programming directly contributes to the ability of
communities to achieve economic development, improve local and national
governance, and empower women and people with a disability.
The ANCP engages high performing Australian NGOs and their in-country
partners on projects that yield results and extend the impact and reach of the
bilateral aid program.
The ANCP extends the reach of Australia's aid program by leveraging NGOs'
public and private support–every dollar invested by the Government translates
into approximately $1.50 on the ground.
The ANCP also extends Australia's international networks as Australian
NGOs work through nearly 5,000 partners in developing countries including
private sector organisations, governments and local civil society. This
strengthens Australia's diplomatic relationships across the world and enables
Australia to mobilise quickly and effectively when humanitarian need arises.
We will work with ANCP members to showcase the strength and expertise of
civil society organisations and the effectiveness of the aid program to our
domestic constituency.
The Direct Aid Program (DAP) is a flexible small grants program
administered through 66 of DFAT's overseas posts. DAP provides an effective way to build
relationships and maintain Australia's profile to:
advance
developmental outcomes in Official Development Assistance-eligible countries
with projects primarily focused on practical results
support
Australia's wider foreign and trade policy interests and public diplomacy
objectives, including promoting a positive image of Australia.
The Foundations, Councils and Institutes (FCIs) engage audiences on
contemporary Australia and facilitate international networks, collaboration and
connections between institutions and communities to build understanding, trust
and influence. FCI boards, comprising
eminent Australian business and community leaders, form advisory groups for
brokering ideas on how to advance business, education, science, media, arts,
culture and sporting links with key bilateral and regional partners. The FCI
grant programs catalyse and deepen professional, community and institutional
linkages between Australia and its partners on contemporary issues of mutual
interest. DFAT will encourage FCIs to:
expand efforts
on economic diplomacy including through facilitating dialogue between
business leaders and business media exchanges, as well as cultural exchange
extend engagement
with emerging leaders and alumni networks, including through the NCP and
the Australia Awards
enhance
engagement with diaspora communities in Australia
support
enhanced use of digital communications including social media platforms
to advocate, listen to and engage with domestic audiences
promote stronger private
sector partnerships to secure funding, partnerships and support–a leading
example is the Australia-China Council's partnership with BHP Billiton for the
Foundation for Australian Studies in China.
An important priority for DFAT's
public diplomacy strategy is building and nurturing networks of influence and strengthening engagement with domestic and
international stakeholders. DFAT will:
strengthen
engagement with key institutions (in Australia and overseas) including,
in Australia, the Australian Institute for International Affairs, the Lowy
Institute, NGOs, universities, science infrastructure and business groups and
peak bodies to amplify our public diplomacy messaging, including in political
and business circles
strengthen
engagement with key private sector organisations, philanthropists and NGOs
including in-kind sponsorship and financial support for public diplomacy events
and outreach to broaden audiences through the partner networks
foster international
cultural relationships to enhance our global standing through culture and
support market development for our creative industries.
cultivate
non-Australian influencers and 'local voices' across the political,
business and cultural spheres, including youth representatives
use the
working-holiday maker program, diaspora communities and expatriate networks
in Australia and overseas to strengthen relations and reinforce messages
establish
connections with the youth population in our region through targeted
activities using communication platforms where youth engage
build networks
amongst emerging leaders, through alumni networks generated by the NCP,
Australia Awards, AVID, FCIs and broader private alumni.
Australia has a large Asian-born immigrant population giving us an
important comparative advantage in diaspora diplomacy in the region. We also have an estimated 1 million
Australians living abroad with the largest concentrations in UK, Europe, New
Zealand and North America.
We will:
connect
and cultivate Australian diaspora and alumni networks for business, investment
and research linkages aligned with NISA
showcase
Australian innovation, creative and scientific excellence and celebrate
achievements of global Australians
promote broader
government interests and priorities.
Diaspora diplomacy includes 'public diplomacy at home' through outreach
to diaspora communities in Australia, as well as diplomacy conducted indirectly
by Australian businesses and NGOs operating overseas, and increasingly by
Australian-diaspora networks.
Further steps will be taken to engage diaspora communities drawing on
their linguistic skills, social networks and cultural community connections to
showcase and celebrate Australia's capabilities and values.
We will institute links to diaspora communities in Australia (including
through Australia Awards, and alumni, and FCIs) to strengthen relationships
with their descendent country.
DFAT will draw on the capabilities, skills and expertise of the
portfolio to:
make
more effective use of communication technologies, including active use of online
and social media as public diplomacy tools – through a new Digital Media
Strategy, expanded social media initiatives, co-branded social media campaigns
in collaboration with Austrade, refreshed online media presence (post and
public diplomacy websites) and clear, coordinated guidance in public diplomacy
best practice and techniques
plan
public diplomacy campaigns,
drawing on the programs of major cultural, sports, innovation and science, NGO
and education partners, portfolio partners and support posts to anticipate and
capitalise on visits, tours and events of our major partners
enhance
our approach to branding, including the development of corporate
visibility guidelines and co-branding with the national brand, Australia
Unlimited, to strengthen Australia's international profile
launch
a dynamic Public Diplomacy Portal–a current and information-rich
internal resource with communications products and content which can be adapted
for local audiences and context, and draws on articles on Australian capability
and creativity from the existing Australia Unlimited website managed by
Austrade
build creative
and strategic partnerships, including with media organisations in Australia
and overseas (media partners for conferences and events, sponsoring Australian
media representatives to cover programs at posts)
leverage development-related
initiatives and community focused projects to complement public diplomacy programs.
DFAT continues to adopt a whole-of-portfolio (working closely with
Austrade, Tourism Australia and ACIAR) and whole-of-government approach in
Australia, collaborating with the Ministry for the Arts, Department of Industry
and Science, Department of Education, and State and Territory Governments.
Public diplomacy efforts will be regarded as a mission-wide,
whole-of-government activity at post, drawing on the experience, expertise
and networks of all officers at post and with all staff responsible for public
diplomacy.
DFAT will review the priorities and strategies annually in line
with Government priorities and objectives.
Each year, Posts will be invited to present comprehensive proposals for combined
activities across all DFAT public diplomacy funding sources. This will
support a more programmatic approach to public diplomacy, and create more
sustainable and flexible approaches enabling longer-term relationships with key
identified partners.
Posts are encouraged to seek out other sources of funding, sponsorship
and in-kind support.
Adopting a three-year time frame for DFAT's public diplomacy strategy
will not only ensure a less opportunistic and more strategic and thematic
approach to programming–it will also provide a stronger basis to assess
impacts and results, supported by improved monitoring and evaluation of
activities.
Work is underway to develop a practical measurement framework
that will guide monitoring and evaluation of public diplomacy activities in
DFAT. The framework will identify
realistic indicators and a plan for targeted independent evaluations.
We will develop a systematic approach for gathering qualitative evidence
that demonstrate outcomes that become visible over time. This information will
be used to generate best practice case studies to facilitate learning and
continuous improvement.
The impact of digital communications will be measured through
analytics and development of a Departmental social media dashboard.
Please join the conversation here: https://www.biedsociety.com/forum/america/australia-public-diplomacy-strategy-2014-2016?origin=business_manager We look forward to learn from you and your experience.