New Public Diplomacy in the 21st Century: A Comparative Study of Policy and Practice by James Pamment

Author:James Pamment [Pamment, James]
Language: eng
Format: epub
Tags: International Relations, Diplomacy, Military, Political Science, History, General
ISBN: 9780415519717
Google: X1RAztNskDkC
Goodreads: 13711689
Publisher: Routledge
Published: 2012-01-15T11:36:45+00:00

Current practices

Foreign & Commonwealth Office

Towards the end of the two-year pilot and six-month period of reviews and analysis in 2009, the FCO reorganised its communications into a Strategic Communications Directorate with five groups within it: strategic campaigns, public diplomacy, digital diplomacy, the press office and internal corporate communications. At the initiative of former Foreign Secretary David Miliband, emphasis was placed on making all communication by the Foreign Office more strategic and measurable. The pilot was completed, and the tools and lessons learned through it fed into this reorganisation.

Proper research and evaluation is part of that more strategic approach, and all applications by posts to the Strategic Communications Fund are now assessed from an evaluation perspective. Plans for public diplomacy work must now include objective indicators, target audiences and evaluation plans. Rather than following the strict form of a logic model, individual trackers are deployed on a case-by-case basis depending on the goals of the exercise, hence underscoring the targeted nature of this approach.

We would try and get them [posts] to think in the way the logic model does. We need to collect input information and activity information and the outcome level, and we get them to think about it at three levels – the activity, what’s the direct impact of that, the output and outcome level. . . . If someone’s running a project or a programme that’s going to be funded by the Communications Directorate, in order to get the money they have to show what their key success indicators are.59

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