Nournews: Recent developments and the experience of the 40-day war once again drew attention to an important reality: diplomacy in today’s world is no longer confined to closed-door negotiations and official statements. In the world of politics and diplomacy, what has become more decisive than ever is the issue of “narrative”—a narrative whose formation and emergence now occur not in negotiation rooms, but in media outlets, social networks, and across public opinion.
Creativity of Embassies in Public Diplomacy
In this context, the performance of several Iranian embassies in different countries has been notable and, in some cases, commendable. Active presence in local media, engagement with television and radio networks, building relationships with influential public figures in host countries, and designing cultural and artistic initiatives suited to the social atmosphere of host nations demonstrated that public diplomacy can transform from a broad and less practical concept into a vibrant and effective action.
Just yesterday, for example, Iran’s embassy in Armenia generated a highly viewed and widely circulated moment by reposting an image of Meryl Streep—the legendary Hollywood actress—wearing a T-shirt conveying a message condemning the U.S. war against Iran. Similar initiatives by several other Iranian diplomatic missions abroad have also been carried out, proving highly effective and impactful in their own way.
Such actions, of course, are part of the inherent responsibilities of diplomatic institutions. However, the reality is that in past years, this capacity received less attention. Embassies largely operated within traditional frameworks, and their engagement with the public opinion of host countries remained limited and at times even passive. Recent experience has shown that with a measure of initiative, creativity, imagination, and courage, this situation can be transformed—shifting from reactive behavior to active engagement in the battlefield of narratives and influencing the arena of public opinion.
In today’s world, public opinion is no longer a peripheral variable in foreign policy; rather, it has become one of the determining factors in shaping government decisions. Media outlets, social networks, and digital platforms have enabled narratives to spread at unprecedented speed and shape public perception. Under such circumstances, a country that fails to communicate its narrative accurately and swiftly effectively surrenders a significant portion of the field.
Global examples confirm this reality. Many politicians and governments devote a significant share of their efforts to direct engagement with public opinion. The strategic use of media, continuous presence on social networks, and efforts to shape public image have become inseparable elements of foreign policy. This trend indicates that public diplomacy is no longer a peripheral activity but lies at the heart of political strategy.
Even the nature and manner of the online presence of a calculating politician like Donald Trump illustrate how he uses platforms such as Truth Social to advance the battle of narratives and allocates substantial time to it. In addition, he consistently engages in conversations and interviews with various media outlets.
While his conduct may serve to promote harmful and unjust ideas, it nonetheless demonstrates his clear recognition of the capacity of public diplomacy in the struggle over narratives.
Reconsidering the Diplomatic Training System
For Iran, this issue carries even greater significance. At a time when multiple narratives about the country circulate globally—and when representations are sometimes one-sided and incomplete—activating the capacities of public diplomacy within host countries can help create balance in this environment. This means entering a professional competition in the realm of narratives—a competition that requires tools, skills, and strategy.
Nevertheless, while recent successful experiences are encouraging, they are not sufficient. What is needed today is to transform these isolated actions into an institutionalized approach. Public diplomacy must be defined as one of the main pillars of foreign policy and be given a clear position within the structure, training, and performance evaluation of diplomats.
In this regard, the role of educational institutions—particularly the Foreign Ministry’s training academy—is of special importance. Training diplomats in today’s world can no longer focus solely on legal and political subjects. Communication skills, media literacy, public opinion management, content production, and even understanding social media algorithms have become essential components of diplomatic education. Today’s diplomat, alongside being a negotiator, must also be a narrator.
At the same time, the executive structures of the Ministry of Foreign Affairs require reassessment. Establishing specialized public diplomacy units within embassies, employing young personnel familiar with digital environments, and utilizing the capacities of cultural and media elites outside formal governmental structures can enhance performance in this domain.
Another key point is the necessity of adapting messages to the cultural context of each country. Public diplomacy does not follow a single universal formula. What proves effective in one country may not work in another. Therefore, a precise understanding of the host society and designing messages tailored to it are essential conditions for success in this field—an aspect that has been clearly visible in some recent initiatives and should be strengthened.
It must be acknowledged that today’s world is a world of competing narratives. In such a world, power is not defined solely by hard tools or even formal agreements, but also by the ability to persuade, shape images, and construct narratives. Embassies that have recognized this reality and moved toward active engagement in the sphere of public opinion have, in fact, taken steps toward adapting to the new requirements of diplomacy.
This path requires continuity, support, and institutionalization. The experience of several Iranian embassies during the 40-day war demonstrated that more active engagement in this arena is possible. Now is the time to transform that experience into a rule rather than an exception.
Nournews