Recent taunt by Richard Moore, newly appointed Chief of MI6 “Russia is an example of a declining power” and his broadside directed on Russia over presumed “irresponsible behaviour of Russia in international relations” are not unusual in diplomatic exchanges between countries. What flabbergasted observers is the response from Russia by none other than strongman Putin. It raises questions as to why public diplomacy in Russia is faltering!
Katherine Avgerinos, after examining how Kremlin shapes its messages and images to western audience including mediums such as presidential speeches and behaviour of Russian officials in the field of public diplomacy concludes that Russia lacks clear and consistent strategy in public diplomacy. She is right on three specific points.
Just before charting the three points, let me digress a bit by giving the prompt response by Putin. “If we are a losing power why worry about Russia. Chill down; Stop bothering!” Barbing little more Putin said, Richard Moore is new to MI6. He will surely revisit what he has said after assessing the situation. Continuing Putin pointed out that whereas international trade amongst several countries has declined as a common trend, in the case of Russia –UK trade it has grown contrary to the world trend by registering 54% growth.
Well said; but the devil is in the details. Why Putin should bother a green horn uttering some foolery and come out forcefully backed by reasons and statistics. A key vector in business strategy to define the concept of reciprocity. This applies to public diplomacy too.
Point one: Reviewing the bio of Richard Moore anyone can surmise that he is a seasoned diplomat having served in British embassies/high commissions in Vietnam, Turkey, Pakistan and Malaysia where he was a functionary for Foreign, Commonwealth & Develop Office (FCDO) of UK Government. Moreover he was also involved in intelligence gathering under diplomat’s garb. Russia should have, therefore responded either by Sergey Naryshkin, Director of Foreign Intelligence Service (SVR) or by Igor Kostyukov, Boss of Military Intelligence (GRU). This is the first and best option.
Point two: Diluting the response to lower strata Russia should have got one of the Russian diplomats having served contemporaneously with Richard Moore in the capitals of four countries mentioned earlier to give a fitting reply to this maligning statement. This amounts to a median response.
Point three: Further diluting to much lower as if dismissing the British statement altogether, Russia could have got pretty Maria Zakharova to blast Richard Moore in her inimical style. This would have been ideal and cogent one in case Russia wants to put British foreign office & MI6 to appear as set of clowns seeking hilarious attention!
Cheers!
Muthu
Ashraff Rajulu
Business Strategist
Mobile: + 94 777 265677
E-mail: cosmicgems@gmail.com
Blog: Business Strategist
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