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Home » The Daily » The Daily: The 12-Step Tweet Protocol
The Daily: The 12-Step Tweet Protocol

The Daily: The 12-Step Tweet Protocol

February 4, 2014 6:44 am by: Category: The Daily

Our round-up of news, notes, tips, and Tweets exhibiting how public diplomacy affects the world each and every day.

Digital diplomacy is supposed to bypass the bureaucracy to allow instant connections to the powers-that-be… not quite so in Canada.

Newly disclosed documents from Industry Canada show how teams of bureaucrats often work for weeks to sanitize each lowly tweet, in a medium that’s supposed to thrive on spontaneity and informality. Most 140-character tweets issued by the department are planned weeks in advance; edited by dozens of public servants; reviewed and revised by the minister’s staff; and sanitized through a 12-step protocol, the documents indicate. Insiders and experts say the result is about as far from the spirit of Twitter as you can get — and from a department that’s supposed to be on the leading edge of new communications technologies. [National Post]



Fascinating read on the 38-year-old Korean Broadcasting System’s Arabic service.

The KBS approach may work out fine for a relatively small country, new to North Africa and the Middle East, which is trying to make a good first impression on Arabs. But its recipe for success may be barely relevant to a superpower like the United States which is well known, ubiquitous, not entirely well liked, and struggling to defend sweeping policies and vast interests. Nor for that matter is KBS Arabic even trying to become a source of news and information about the world beyond the Korean peninsula. Nonetheless, there is at least one glaring lesson which the world’s great powers can draw from KBS — and that is the benefits of having Arabs share the microphone with those native citizens of the country whose impeccable Arabic speaks to their devotion to understanding and relating to Arab societies. At this time are no American-born broadcasters on the US-backed Radio Sawa or, for that matter, Britons on the BBC Arabic. (By contrast, the Chinese broadcast in Arabic does include Chinese broadcasters who narrate programs on a superior level of fluency and diction.) [Huffington Post]



 Director of USC’s Center for Public Diplomacy previews new book with 8 lessons of nation branding.

In my new book, “Shaping China’s Global Imagination: Branding Nations at the World Expo,” I explore the idea of nation branding—what it is and how it works—through the instructive case of the Shanghai World Expo. Despite the growing interest in how countries promote their national image, the potential and role of branding in a nation’s communication has often been assumed but not demonstrated. This book reflects an effort to provide conceptual clarity and empirical attention to this very issue. Clearly, all nation brands were not created equal at the Shanghai Expo. Indeed, different approaches and strategies come into focus at an event like the World Expo, where nations are symbolized through branding practices and resources. The project offers us ways to understand nation branding that is conceptually grounded. But we also learned practical lessons for organizers of future World Expos and the enterprise of nation branding in general. [CPD Blog]



Savvy move by China’s top envoy to the U.S.: be photographed on the sidelines of the Super Bowl and have it go (sorta) viral.

A photograph circulating on Twitter yesterday showed ambassador to Washington Cui Tiankai and his wife, Ni Peijun , at the MetLife Stadium in New Jersey for the annual championship game of the national football league, or NFL. The appearance of Cui, who has not shown a keen interest in the game before, is seen as an attempt to raise his profile with the public and show Chinese officials’ appreciation of American culture. It was the first time the ambassador had brought his wife to the Super Bowl, which has been likened by some mainland internet users to China Central Television’s Spring Festival gala show - broadcast on the eve of the Lunar New Year. [SCMP]


Interesting online kerfuffle between Australia’s prime minister and YouTube over a posted video deemed “deceptive content.”

YouTube temporarily suspended Australian prime minister Tony Abbott’s account on Sunday after a message titled ‘Delivering on Our Promises’ was flagged by users. Though Google said in a statement that videos flagged by users are sometimes mistakenly taken down, many critics of Abbott’s policies relished the removal, particularly for violating a policy against “spam, scams, and commercially deceptive content”. The above image tweeted from Abbott’s official account quickly went viral, though the original was deleted. [Al Jazeera via PDiN]


I kind of reject that an advertisement for high-fructose corn syrup is public diplomacy just because it features people singing the national anthem in different languages. Is the message it is sending “the U.S. is a multi-cultural shared experience… of drinking Coke”? The only relationship being built here is between a consumer and an unhealthy product. Do we really want this to be U.S. public diplomacy?


Nice dig into the nation brand advertisements that define the World Economic Forum experience.

At Davos, multinational companies as well as countries rather unknown to global investors both seek to leverage the town’s ad spaces on hotels and public buildings. Hotel managers and public officials say it is important to emphasize the WEF’s message “to do something good for the world” over the “consumer experience.” Meanwhile, Davos Mayor Tarzisius Caviezel says, “We cannot ban it,” adding, “How to regulate this? How can you create a law that prohibits outgrowths?” [Student Reporter]



photo credit: National Post

Arabic service bureaucracy Coca-Cola Jay Wang KBS Korean Broadcasting System Scotland Super Bowl Tweet Vine YouTube
The Daily: The 12-Step Tweet Protocol Reviewed by on . Our round-up of news, notes, tips, and Tweets exhibiting how public diplomacy affects the world each and every day. [divide] Digital diplomacy is supposed to by Our round-up of news, notes, tips, and Tweets exhibiting how public diplomacy affects the world each and every day. [divide] Digital diplomacy is supposed to by Rating: 0

About Michael Ardaiolo

Michael Ardaiolo is currently a student in Syracuse University's Public Diplomacy Master's Program: M.A. in International Relations from the Maxwell School of Citizenship and Public Affairs and M.S. in Public Relations from the S.I. Newhouse School of Public Communications. In addition, he is a recovering record slinger, a Criterion Collection addict, an NBA obsessor, and a struggling student of the Korean language.

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