As diplomacy becomes increasingly popular, especially with the Obama administration, practitioners verify that they hold the ability to better the reputation of the Western world. But according to Copeland, traditional diplomacy is not enough to tackle the challenges produced by globalization as the relevance of governments diminish from the center stage. Transformational public diplomacy on the other hand, should be understood and utilized globally in order to foster an appropriate environment for effective diplomatic performance in our globalizing society.
Copeland views globalization quite pessimistically, noting that it weakens governments, leads to state failure and is only instrumental to those who can afford the goods it produces. If globalization is creating a bigger need for security and stability, contributing to international development is critical as a means of balancing these threats. The modern diplomat should become a “globalization manager” and embrace “representation reform, the retooling of organizational structure and bureaucratic process, and enlargement of the resource base.” Transformational public diplomacy should be used to inform rather than persuade and spark dialogue that will encourage genuine relationships. Moreover attention should be focused on soft power as an important aspect of using attraction to accomplish TPD.
One of the discussion questions raised by Copeland asks if TPD is suited for application in conflict zones. My reply would be yes, it is during this time of state frailty that international involvement is critical and if carried out correctly can have immense influence upon the relationship between that state, it’s surrounding states and the United States. During times of conflict the world is looking at the US especially to see how it will respond and carry out aid and other needs of the states involved. This is opportune time to incorporate diplomatic efforts with humanitarian efforts in order to portray an appropriate image to the world. Diplomacy will be most efficient if partnered with a commitment to development, and TPD as a contributor to creating stability and resilience can manage the issues that result from globalization and problems of international security.
Daryl Copeland, "Transformational Public Diplomacy, Rethinking Advocacy for the Globalization Age" Place Branding and Public Diplomacy (2009) 5, 97-102