Former UK Ambassador Engages with FICC Students in Soft Power and Diplomacy Talk

A seminar titled “How British Diplomats Develop National Soft Power and Apply Communication Strategies for Diplomatic Purposes” was held on the morning of February 21, 2023, at the Geneva Conference Room of the Diplomatic Academy of Vietnam.

The event featured Mr. Mark Kent, former Ambassador of the United Kingdom and Northern Ireland to Vietnam, along with Mr. Isaac Atwal, Head of Internal Politics at the British Embassy, and several diplomatic staff from the Embassy. Representing the Diplomatic Academy, Dr. Vũ Tuấn Anh, Dean of the Faculty of International Communication and Culture, attended the session and joined the discussion.

During the seminar, Mr. Kent exchanged views with students on various aspects of national soft power, highlighting examples of countries that have effectively leveraged cultural influence, digital platforms and global engagement. He also shared practical insights on how diplomats use social media to shape narratives, build national images, and enhance global outreach.

The discussion extended to personal branding and career development, offering students valuable perspectives on navigating the increasingly interconnected field of international relations. The interactive format allowed students to raise questions and explore real-world applications of communication in diplomacy.

Mr. Kent previously served at British missions in Mexico, Brazil and Belgium, and later as Ambassador to Thailand (2012–2016) and Argentina (2016–2021). In 2020, he was awarded the Companion of the Order of St Michael and St George (CMG) for his contributions to UK foreign affairs.

The seminar concluded successfully, equipping DAV students with fresh insights into soft power and reinforcing the vital role of communication in shaping contemporary diplomacy.