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The problem is not necessarily emigration but a lack of coordination and institutionalization of the process especially after the acceptance in the European Union in 2007.
Lack of monitoring the movement of people, especially those going out of the country has even greater consequences as human trafficking.
The concern is raised by the United States State Department in 2013 in the Annual Report on Trafficking in Persons. "Romanians remain a significant source of trafficking victims in Europe". "The Government does not fully comply with the minimum standards for the elimination of trafficking, however it is making significant efforts to do so. The Government demonstrated weak efforts to protect and assist victims although victim identification remained high.”
Public diplomacy cannot make up for bad policies but it can start a discussion on the necessarily measures that a government must take as in the case of emigration and national image.
7.6 Shortcomings
As with the recommendations made by Simon Anthol in 2007 on how to better create an image for Romania and Wally Olins in 2009, both of which are highly regarded and respected in the field of national image creation, none of their ideas have been taken into consideration by the governmental institutions responsible for this task.
Even in the recommendation presented in this paper we can identify elements that can lead to setbacks but in order to overcome lack of national identity and negative news article in foreign press steps must be done in improving. Public diplomacy is not an exact science and has critiques but it offers an opportunity for a government not only to take an introspective look at the country but also on how better to communicate with foreign publics.
Nevertheless the European Union has become a true laboratory for public diplomacy experimentation, constantly pressing the boundaries of what is acceptable diplomatic behavior.
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Among EU member states, walking the fine, invisible and undefined line between the acceptable and the unacceptable may nevertheless be problematic.7
In this regard the recommendations presented in this section try not only to improve the situation by addressing the national identity and negative news in foreign media but also to advance the country’s public diplomacy in order to be more in line with other European countries.
7 Jan Melissen, “Beyond the new public diplomacy,” Netherlands Institute of International Relations
“Clingendael”, Clingendael Papers Nr. 3, 2011, p. 6, accessed December 9, 2012, http://www.clingendael.nl/sites/default/files/20111014_cdsp_paper_jmelissen.pdf
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8 Chapter VII – Conclusions
This paper was set out to explore the main challenges of public diplomacy in the case of Romania after the 2007 European Union membership acceptance. The situation that presents itself after 2007 was only looked at in correlation to the country’s past attempts to create a national brand that includes elements of public diplomacy.
For the most part the internal public diplomacy challenged discussed, meaning the difficulty of creating a national identity, can be identify as being present even before 2007 and continues to persist even after the acceptance to the European Union.
From a country that was struggling to find an identity based on democratic values and strongly differentiating itself from its recent past, after the fall of the communism, in 2007 it became a country trying to figure out its role and position in a new European context in the same time still being a country that has not yet managed to re-invent itself after the first transitional period from communism to democracy.
The same can be said about the external challenge, the negative news reports. Before 2007 news articles published in West European media focused on difficulties in changes towards democratic reforms, social and economic challenges as well. After 2007 the same types of news predominantly remain present in foreign European news media but in more aggravated note considering the higher expectations that the country must meet now being part of the European community.
Not being able to create an identity after the fall of communism and high expectations from the European community together create the situation in which Romania finds itself not only before 2007 but more visible after the European Union membership.
This affects the way the main user of public diplomacy, the government, not only deals with public diplomacy but also how it uses it to foreign European audiences.
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The first part of the paper is looking into theories regarding public diplomacy to have not only a better understanding of the term but and also the implications that it poses to scholars and practitioners.
Public diplomacy does not replace traditional diplomacy. There are cases where countries still heavily rely on traditional diplomacy; others have a combination of both or have orientated their attention to using more of public diplomacy. Public diplomacy in this case should be evaluated according to the strategic narrative of the country and how the application of public diplomacy actions influences the country’s strategic narrative.
The chapter that is dedicated to challenges, an example is used in order to illustrate how not having a clear national identity affects the way the government treats national image campaigns, mostly focused on tourism promotion with vague slogans that are hard to associate with the country that is using them and how some polices that are meant to help economically only accentuate the identity challenge.
The response to lack of national identity and European high standards has only been the attempt to create national branding focused on tourism promotion. This cannot be sufficient especially after 2007 European Union membership when the two main challenges identify are even more predominant.
Looking at European perceptions of Romania this idea is reinforced and taking the case of Romania’s public diplomacy actions in Great Britain after 2007 we can see the differences between the issues published in the local news media and what are the official soft power attempts are. There are also examples of positive news articles that are not used in the advantage of presenting a positive image to the foreign public.
Every country presents a different set of characteristics and problems that can be used in order to create a public diplomacy strategy. Based on this idea and the challenges identify a set of possible recommendations are presented.
These are based on the Value System Ranking as developed in the Country Brand Index 2012- 2013 created to assist countries that are starting to be more engaged in public diplomacy.
The system includes: investment, human capital, growth, sustainability and influence.
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Adding to this are the foundations of soft power from international sources, that are already used by Romanian government, and domestic sources that are not yet fully used.
Focusing on the development of a long term functional value system and the cultivation of domestic sources of soft power are essential in creating a substantial response to the national identity and negative foreign news and to create a long term effective public diplomacy for the European audience.
Long term programs based on culture, education and image can be the next step in creating the public diplomacy strategy. Adding to this is the idea of public diplomacy momentums. Meaning that the listening component of public diplomacy can direct the actions of public diplomacy as opportunities arise.
Being able to adapt the directions of public diplomacy request constant attention to what is new and trending and being able to create a right message in order to receive the wanted reactions. This does not mean that other public diplomacy actions should be stopped or marginalized. The focus here is on the communication strategy that should include the right message regarding the specific public diplomacy momentums.
It is fair to mention that the momentums presented are hypothetical scenarios of what could be done but nevertheless some aspects, as movie promotion, can be identify as being to some extend actually part of the real national promotion efforts of Romania.
Having a new perspective on public diplomacy may lead to the re-evaluation of the way that governmental ministries work together and overtime this too could contribute to the diminishing internal challenge.
8.1 Topics for Additional Research
This paper does not cover all the possible challenges posed to public diplomacy and does not take into consideration comparisons between countries. It would be interesting to see if the same challenges differ in the same period of time between countries with similar characteristics or shared past legacy.
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Also comparison between what has been done before 2007 and before 2019 can be made in order to see the differences and the different understanding of public diplomacy.
In the case of Romania the physical proximity is to Russia, country that still relies heavily on hard power when conducting its foreign policy, but its projected proximity is to West Europe, that includes advanced new public diplomacy attempts. Until now it remains a country that relies on traditional diplomacy but nevertheless is interested in developing its public diplomacy as well.
This is why it is important to understand the challenges that contribute to the lack of its advancement in this regard. Difficulty in creating a national identity and negative foreign news are treated in this paper. No matter to which degree a government is engaged in public diplomacy there will be nevertheless an image that others will create and in this case it may not be the one that best reflects that country.
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