GDL: What challenges and policy goals is the new General Secretariat for Public Diplomacy, Religious and Consular Affairs of the Ministry of Foreign Affairs implementing?
C. Alexandris: Public Diplomacy is complementary to “traditional” diplomacy. Its objective is to shape and advance a country’s image, by cultivating relationships and building trust with foreign audiences. Having said that, our strategic priority goal is the promotion of Greece’s image, a priority which gains an additional interest in the post-pandemic era, taking into account the positive momentum reflected in international reports on Greece, which is finding its pace after a decade of economic crisis. Greece has demonstrated decisive leadership, noticeable public awareness and social maturity, a fact recognized by the international community.
GDL: What instruments and techniques of communication are needed to promote a nation’s image to a wider international audience?
C. Alexandris: Promoting the country’s image requires meticulous work, carried out by communication specialists, both in Greece and by our network of Public Diplomacy Offices within our Missions abroad.
When it comes to specific methods used to promote our national image, the sky’s the limit. Public Diplomacy does not operate in a vacuum; we pursue synergies, combine communication narratives from leading policy areas, such as culture or tourism, literature and the arts, economy and foreign investment, always having in mind that deeds are stronger than words. Technology obviously facilitates our action, offering a wide range of tools and techniques. However, as I mentioned earlier, trust is the main key to build long-term partnerships.
GDL: Which comparative advantages of Greece does the General Secretariat cultivate in order to bring the country in its rightful position internationally?
C. Alexandris: I could start to enumerate a legion of strengths, such as cultural heritage, classical studies and literature, arts, philosophy and theatre, sport and the Olympic ideal, history and of course natural beauty. Greece is widely acknowledged as the birthplace of western civilization, of democracy and science, the bastion of universal values, of humanism and cosmopolitanism, instilled in us over generations spanning millennia. A country at the crossroads between the East and the West; it honors tradition, but also stays ahead of contemporary trends. All these assets have already conferred on our country a distinguished place in the world.
Besides, Greece is not only History; the country can also present a modern and dynamic face in many areas, such as shipping, renewable energy, international and European cooperation, business opportunities after a decade of financial crisis and the effective management of the recent Covid-19 pandemic.
But, above all, our greatest asset is our people -extrovert, impulsive, resilient, creative, dynamic.
GDL: How does the General Secretariat provide diverse original source material informing international public opinion of various aspects of daily life even in times of tense periods? How do you defend the truth from fake news?
C. Alexandris: When it comes to providing information to international audiences, it’s not an ad hoc process, but one that stems from developing communication strategies on how best to convey Greece’s positions on domestic and international issues.
Disseminating information is part of our everyday work, and it’s a collaborative effort not only in terms of Public Diplomacy practitioners who monitor and collect briefings and information that may be of interest to our audience, but also across all competent state agencies.
As for defending the truth, I’m glad you brought that up. You see, contrary to perceptions tending to associate Public Diplomacy with propaganda, we build our communication strategy around reality, not by creating a false appearance of the country or by distorting facts.
To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful. Admittedly, it’s not always easy to combat disinformation, as outrageous claims make for better headlines, but this is where trust comes in: when you focus your efforts on building a reliable reputation, public opinion doesn’t get easily swayed by disinformation.
GDL: What is Greece’s message to the world for the upcoming bicentennial celebration?
C. Alexandris: In two words, unity and hope. The bicentennial celebration of the Greek War of Independence is the perfect opportunity to inspire and unite Greeks alongside our friends in the world around our common values but also to send a strong positive message that everything is possible. The story of the Modern Greek state is a success story of a nation gaining its independence against all odds and managing, despite setbacks, to build a developed and democratic country and a cohesive society. The celebration is an occasion to talk about the achievements of prominent modern Greeks who have left a mark in the History of mankind, to present to the world our vision of the future and, last but not least, to demonstrate our determination to preserve peace and stability in our region. 1821 is a constitutive element of Modern Greek History, but at the same time it’s also an important page of European and world History, equally significant with other liberation movements of the same period, which marked the beginning of the awakening of nations in Europe and elsewhere.
GDL: How can Greece enhance its external relations regarding cultural heritage?
C. Alexandris: Cultural heritage helps us learn about each other and ourselves. It can be a powerful tool to build bridges between peoples, communities and countries, reinforcing intercultural dialogue and mutual understanding. In this sense, cultural heritage transcends geographical borders, and can unite people. Due to this potential, cooperation on cultural heritage is one of the three priority axes of the EU Strategy for International Cultural Relations adopted in 2016, in line with the priority to make the EU a stronger global actor and as a means to improve relations with partner countries. The strategic vision to advance international cultural relations is also underpinned by the Preparatory Action on Culture in EU External Relations, which highlighted the need to implement a new model of cultural cooperation.
Greece is at the forefront of many initiatives in this field. One such example is the triennial adoption by the UN General Assembly of a resolution against the illegal trafficking of cultural goods and the destruction of cultural heritage monuments during wartime; another is the protection of cultural heritage from climate change.
Both these issues are high on our agenda and can be a major factor in strengthening relationships between Greece and the world.
And, of course, let’s not forget how our country’s cultural heritage is revered internationally through such historic institutions as the Olympics or the Marathon, and modern ones such as the European Capital of Culture.
GDL: Can there be such a thing as cultural diplomacy that operates ‘beyond national interest’?
C. Alexandris: Diplomacy is by definition connected to national interest and, for the Foreign Ministry, cultural diplomacy is a significant component of the broader endeavor to foster mutual understanding, strengthen trust between societies and create emotional closeness. In this way, we try to inform the international audiences about our country through its culture, language, arts, science, gastronomy, traditions and customs.
GDL: The General Secretariat for Public Diplomacy, Religious and Consular Affairs actively participated in the efforts to tackle the Covid-19 pandemic highlighting public awareness. Can you elaborate more upon this initiative?
C. Alexandris: Since the very first moment of the outbreak of the Covid-19 crisis and immediately after the WHO declared it a pandemic, the General Secretariat for Public Diplomacy, through the network of Greek Diplomatic Missions abroad, has been keeping international media informed on the way Greece has handled the crisis; on all timely and effective measures taken for the non-spread of the disease, the protection of all human life and the maximum possible reduction of losses, as well as for the immediate actions to alleviate the negative economic consequences for both employees and businesses, and now for the gradual return of the country to regularity. Regarding actions within the country, but with a strong echo internationally, it is worth mentioning our initiative to create and post a video, featuring foreign diplomats from 19 countries reading from their residences, in Athens, Greek literature either in the original or in translation. This initiative sent a message of international solidarity against the common threat of COVID-19 and encouraged people in lockdown to maintain creativity and imagination despite the difficulties of the times, by drawing strength from the universality and timelessness of the Greek literature.
July 4, 2020