There have also been some great museum shows. Xi'an's terracotta warriors have conquered places like London in a way that even China's first emperor Qin Shihuang who created them could never have foreseen! China's 370 Confucius Institutes, the first of which was established in 2004, have successfully introduced highly educated people across the world to China and its language and culture. A new one opened one month ago at George Washington University, literally only a few steps from the White House.
In attempting to address this soft power deficit, in a little noted ceremony on the last day of last year, China established the China Public Diplomacy Association (CPDA) comprised of ex-Chinese ambassadors and other distinguished citizens. According to its chairman, Li Zhaoxing, former Chinese Foreign Minister and Ambassador to the United States, the purpose of this NGO will be to contribute to the strengthening of China's soft power by mobilizing, coordinating and organizing social resources for the promotion of China's public diplomacy.
This is a bold step in the right direction. However, it is not sufficient if China is to improve its soft power around the globe. Much more is needed.
A more holistic approach is needed. It's what my colleague Tim Love, who used to be a senior leader in the global marketing services behemoth Omnicom calls "Sovereign Relationship Marketing (SRM)," a new discipline that intersects the world of communications, branding and marketing with public policy strategy.
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