Australia’s public diplomacy: building our image

Australia’s public diplomacy: building our image

16 August 2007

© Commonwealth of Australia 2007
ISBN 978-0-642-71840-2

View the report as a single document - (PDF 2959KB)

View the report as separate downloadable parts:

Members of the committee (PDF 110KB)
Main findings and recommendations (PDF 80KB)
Chapter 1 - Introduction and conduct of the inquiry (PDF 139KB)

Referral of the inquiry
Timing of the inquiry
Terms of reference
Conduct of the inquiry
Public hearings
Structure of the report

Chapter 2 - Defining 'Public Diplomacy' (PDF 106KB)

The meaning of public diplomacy
  Public diplomacy in the US
  Public diplomacy in the UK
  Public diplomacy in Canada
  Public diplomacy in Australia
The scope of public diplomacy
The committee's definition of public diplomacy

Chapter 3 - International developments in public diplomacy (PDF 142KB)

Soft Power
The growing awareness of the role of public diplomacy
The importance of public diplomacy
The contest to be heard

Chapter 4 - Public diplomacy in Australia (PDF 340KB)

Awareness of public diplomacy in Australia
Public diplomacy activities
  Bilateral foundations, councils and institutes
  Major events and expositions
Other departments and agencies
  Department of Defence
  Invest Australia
  Department of Agriculture, Fisheries and Forestry
  Department of Education, Science and Training
  Australian Broadcasting Corporation
  Australian Sports Commission
  Australian Film Commission
  Australia Council for the Arts
  Museums Australia
  National Gallery of Victoria and Art Gallery of Western Australia
Preliminary assessments of Australia's public diplomacy activities and programs

Chapter 5 - The challenges facing Australia as a medium-sized country pursuing effective public diplomacy (PDF 137KB)

Gaining attention in a crowded space
Stereotypical or outdated images
  Sunshine, cuddly koalas and abundant natural resources
  Race relations
Responding to a changing political environment in the region

Chapter 6 - The coherence and consistency of Australia's public diplomacy message (PDF 192KB)

Australia's message
Understanding others
Mechanisms for obtaining an understanding of others
  Market research, surveys and opinion polls
Managing the many and diverse images coming out of Australia
  Domestic diplomacy

Chapter 7 - People-to-people links and relationship building as part of Australia's public diplomacy (PDF 193KB)

Public diplomacy—a two-way street
Previous inquiries—the importance of people-to-people links
Education and exchange programs
  Support for education programs
  Opportunities to build on education programs
Visitors programs
  International media visits program and special visits program
  The Australian Centre for Democratic Institutions
  Asialink conversations
Speaking the language, understanding the culture

Chapter 8 - The role and coordination of public diplomacy activities by Government departments and agencies (PDF 606KB)

Government departments and public diplomacy
Agencies that contribute significantly to Australia's public diplomacy
Coordinating the public diplomacy activities of government departments and agencies
  Inter-departmental committee meetings on public diplomacy
  Views on the effectiveness of the whole-of-government approach
A special coordinating unit
State and local councils

Chapter 9 - Coordinating public diplomacy activities - Cultural and educational institutions (PDF 174KB)

The role of cultural institutions in Australia's public diplomacy
The Australia International Cultural Council
The Australia Council for the Arts
Planning and coordination of cultural activities
Public diplomacy and the education sector

Chapter 10 - Public diplomacy and the wider society (PDF 280KB)

The new diplomacy
Non-state participants in Australia's public diplomacy
Sporting diplomacy
Business diplomacy
The problem of integrating and coordinating public diplomacy activities

Chapter 11 - Australia's public diplomacy: Training and practitioners (PDF 268KB)

Coordinating public diplomacy activities within DFAT
  Public diplomacy a part of mainstream work
  The role of IAB in training staff and coordinating public diplomacy activities
  Overseas posts
  Locally engaged staff
Practitioners of public diplomacy—skills and training
  Call for a specialist public diplomacy unit

Chapter 12 - Technology and communications (PDF 88KB)

Public diplomacy in Australia and new technologies
  Radio Australia and Australia Network

Chapter 13 - The evaluation of Australia's public diplomacy programs (PDF 214KB)

The department's public diplomacy objectives
Tools for evaluating public diplomacy programs
The Annual report
  Bilateral Councils
  Overseas posts
  Special visits programs
  Observations on the annual report
Continuing dialogue and self assessment on performance
  Self assessment as a means to evaluate public diplomacy programs
Difficulties evaluating public diplomacy
Surveys and polls
  Tourism Australia
  Invest Australia
  The Council on Australia Latin America Relations
  Radio Australia and Australia network
Proposals to improve evaluation
An independent, comprehensive review of Australia's public diplomacy

Chapter 14 - Funding Australia's public diplomacy (PDF 255KB)

Resources for public diplomacy
Funding for Australia's public diplomacy
DFAT's public diplomacy programs—IAB
General views on funding available for Australia's public diplomacy
Funding for the bilateral foundations, councils and institutes
Funding public diplomacy activities
Funding cultural diplomacy
  Additional funding

Chapter 15 - Australia's public diplomacy - Committee's findings and recommendations (PDF 156KB)

Tracking opinions in key target countries
Domestic diplomacy
People-to-people links
  Exchange programs
  Visitors programs
Local councils and public diplomacy
Cultural institutions
Education institutions
Training for public diplomacy
Diplomacy as a mainstream activity
Modern technology
  Foundations, councils and institutes

Appendix 1 - Public submissions (PDF 51KB)
Appendix 2 - Additional information, tabled documents and answers to questions on notice (PDF 60KB)
Appendix 3 - Public hearings and witnesses (PDF 70KB)
Appendix 4 - Roundtable participants (PDF 61KB)
Appendix 5 - Bilateral foundations, councils and institutes promoting people-to-people links and accurate, contemporary images of Australia in support of the Government's foreign and trade policy goals (PDF 152KB)

For further information, contact:

Committee Secretary
Senate Standing Committees on Foreign Affairs, Defence and Trade
PO Box 6100
Parliament House
Canberra ACT 2600

Phone: +61 2 6277 3538
Fax: +61 2 6277 5818