The world is an increasingly connected and interdependent place; our relations with other nations have never been more important and more valuable to maintain and nourish. In this light, a nation’s influence and the perception of a nation are key areas of concern in global power debates. This means more than the operations of governments and critically involves the activities of the private sector, society and culture at large.
'Soft power' – the ability to influence the behaviour of others and achieve what you want through attraction and co-option – is widely regarded as an indispensable way to exert influence in today’s world. But what exactly is it and how and when should it be used?
Karl W. Eikenberry
Former US Ambassador to Afghanistan and retired US Army Lieutenant General
Professor Sir Adam Roberts FBA
Senior Research Fellow of the Centre for International Studies, University of Oxford
Sir Martin Davidson
Chief Executive of the British Council
Chaired by Bridget Kendall, BBC Diplomatic Correspondent