The Rise of

New Diplomacy

AJC, May 2014

 Classic Diplomacy

• Recognized as “profession”

• G2G ties

• Negotiation skills

• Monopoly on representation

• Geo-Political analysis

• Broad knowledge

• Languages

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Information Revolution and Emergence of Internet

New Diplomacy:

“international
relations in which
citizens play a
greater role…
emphasis on
innovative
approaches to
effecting change
in international
relations…”

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 Cyber Revolution:
Broadcasting to Narrowcasting

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Implications Content over Platform

for Quality over Quantity

Countries Dialogue over Monologue

Attractive over Righteous
Narrative over Argument
Creativity over Survivability
Segmentation over Messaging
 Implications Public Diplomacy over Classic Dip

For Marketing over Advocacy

Diplomats: Management skills over Rep skills

Tangible results over Intangible

P2P over G2G

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The Rise
of the
Creative
Class

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 Ten Tips for Diplomats in
the Age of New Diplomacy

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 Tip # 1

Positioning your place is NOT just about

creating new visual language

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Tip # 2
Learn to
listen:

it’s not about

what we say
– it’s about
what they
hear
 Tip # 3
invest in
independent
research:
you will be
surprised

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 Tip # 4

Emphasize
Quality
over
Quantity

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5/28/201
 Tip # 5

Embrace narrowcasting
and micro-marketing

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 Tip # 6

Effective marketing can never be

self-congratulatory:
people trust their friends

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 Tip # 7

Constantly
create
coalitions and
partnerships

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 Tip # 8

It’s NOT about winning a debate – it’s about

developing relationships with relevant
audiences

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 Tip # 9

Identify your competitive edge

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 Tip # 10

Effectively communicate your competitive

edge to relevant audiences

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 Israel’s Competitive Edge:

CREATIVE SPIRIT

INNOVATION

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 Relevant Areas for Exposure
Communicating Israel’s Relative Advantages

Life Style &

Hi-Tech & Leisure
Environment
Science

Creative People &

Homeland Spirit Heritage
Security (diversity)

Culture &
Int’l Aid
Arts
 Thank you!

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