The Critical Role of Public Diplomacy to Middle Powers

In the realm of international relations, middle powers face several challenges in respect to their representation, influence, and legitimacy. Middle powers have limited resources, yet they aspire to influence central events and processes in contemporary international relations [Gilboa: 2006, 27]. In order to have a say in international relations, middle powers use public diplomacy as a tool to engage with the public about their initiatives, national identity to increase global awareness about their status and garner support for their goals.

Canada used a global initiative in order to strengthen their soft power outreach as well as global leadership skills through public diplomacy. Canada undertook a campaign to ban landmines despite opposition by larger powers. By taking on this initiative, Canada was able to connect with like-minded states and increased their global presence by employing public diplomacy to raise awareness. [Gilboa: 2006, 25]

Using the tool of public diplomacy is important in enhancing a middle power’s ability to influence foreign affairs. Where middle powers might lack the economic, resource, and military might of those of the larger powers, they rely heavily on public diplomacy to carefully craft their image and at times likeability to garner external support. The United Nations Security Council provides one example where states with strong public diplomacy efforts can affect a state’s ability “in shaping global agendas and responding to global issues, to engage and negotiate with significant international powers on a regular basis, and consequently to raise their own medium and long-term international profile and standing.” [Bryne: 2011, 7]

In the case of a non-permanent UNSC seat, the competition is fierce and candidates must secure at least two-thirds of the available and eligible General Assembly votes of about 128. [Bryne: 2011, 12] Thus, other state’s perception matters greatly in matters such as these and tools of public diplomacy can be used to help secure votes to help increase a state’s global influence.  Countries such as South Korea also use their public diplomacy efforts to support their “footprint” in both the region and globally.[Lee: 2009, 2]

Middle powers are generally viewed as having less material resources and global influence than great powers and must rely on tools of public diplomacy to advocate their country initiatives, national identity, and increase global awareness of their work as good global citizens and mediators. Where these states lack in material resources they must compensate for promoting their self-image to gain participation in international relations.