UNO July 2014

The New Diplomacy



In the 21st century, diplomacy is no longer developed exclusively by Ministries or Embassies of the countries but, at the same time, it works together with civil society which has become an ambassador of national interests abroad.

This paradigm shift takes place in an environment where the contemporary diplomacy’s major challenge is to promote the service it provides to its country, its citizens and its business, financial and social organizations.

This transformation of diplomacy’s roles and responsibilities in the 21st century has taken place at the same time as an acceleration of the pace of the revolution of ICTs, which has become the centre of gravity of diplomacy: projection of power and countries’ influence in a digital environment. In this new territory, citizens can share and discuss current issues that concern them such as the work carried out by the Foreign Service for the defence of its interests and the achievement of their growing expectations in a governance model which becomes much more inclusive and participative for everyone.

The diplomacy of the 21st century is committed to a new paradigm of leadership in international relations

01_1Nye has coined the idea of soft power and smart power while Seib notes the impact of social media in real-time diplomacy, to name two of the most renowned authors who have written about this new diplomacy issue. In any case, all these ideas have a common denominator: these are new times for the management of countries’ influence in the world.

Within this framework of change, UNO17 wishes to contribute and reflect on the innovative role of diplomacy, which requires the modification, reconfiguration and reprogramming of diplomatic activities with the purpose of thinking and implementing a strategy in line with the new international environment.

At the same time, this issue proposes new ways of organizing the external service, establishing external relations with citizens and, in short, using diplomacy today and in the future.

Our gratitude to all those who participated in this issue, especially to Professor Juan Luis Manfredi for his special implication.

We hope you enjoy your reading.



Jose Antonio Llorente
Founding Partner and Chairman of LLYC Spain / U.S.A.
Jose Antonio Llorente as a specialist in Corporate and Financial Communication, over the course of a career spanning more than 25 years, he has provided consultancy services on numerous corporate transactions: mergers, acquisitions, divestments, joint ventures and stock market floatations. Mr. Llorente was the first Spanish professional to have received the SABRE Award for Outstanding Individual Achievement, a European award presented by The Holmes Report.Mr. Llorente worked at the multinational Burson-Marsteller for ten years, where he was Managing Director. He currently sits on the Board of Trustees of the Euroamérica Foundation and the Steering Committee of the Spanish Association of Minority Shareholders of Listed Companies. He is also a member of the Advisory Council to SMEs of the Spanish Confederation of Small- and Medium-Sized Enterprises, the Steering Committee of the Agencies of Spain Association and the Advisory Council of Executive MBA in the Management of Professional Services Organisations organised by Garrigues. José Antonio has a degree in Information Sciences from the Complutense University of Madrid, and specialist in Public Affairs at Indiana University of Pennsylvania and The Henley College. @jallorente [United States - Spain]

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