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The Secret of Public Diplomacy

February 22, 2016

One of the most stimulating books that I’ve read in the last couple of years was Ray Pawson’s The Science of Evaluation: A Realist Manifesto which is a book about….evaluating policy interventions.

There’s a lot in there but a core idea that recurs is this:

The outcome of a policy intervention is a function of what you do and how you do it in what context.

or to put it another way

Outcome = intervention + implementation + context

There are a lot of implications of this  but here’s four

  1. An outcome is not necessarily one you expected or wanted
  2. A great idea badly implemented will produce different outcomes from the one you expected even if the context is supportive.
  3. An intervention that produced a great outcome in one context may not produce the same outcome in another situation.
  4. In the right context a poorly implemented, badly conceived intervention might still produce a desirable outcome. The problem is that the lessons drawn will be that the intervention worked.

In terms of the analysis of public diplomacies a disciplined application of these four categories is very useful.  Much discussion of public diplomacy tends to focus on the design of the intervention ie communications strategy, message, narrative without too much attention to implementation or context.   The analysis of real cases tends to show a different pattern where  interventions are often a function of the context (we must do something!) and the mode of implementation (organizational repertoire) rather than any careful design process. Much more of this at ISA!

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