Soft Power

Joseph Nye is famous for coining the term 'soft power' as a way of making somebody (or a state) wanting the same things that you want. Combining this with military 'hard' power for example creates smart power which is undeniably relevant as Barcak Obama has infamously attempted to enforce it as his method of deployment of American Foreign Policy. In regards to diplomatic relations however, I see soft power through culture as being the key factor that has been consistent not just with the USA but globally as a form of this 'new diplomacy'.
Looking at the USA as an example we can see how the Voice of America (VOA) was purposefully created to influence people across the globe, in particular to demonstrate democracy, freedom and all good american values in contrast to those demonstrated by communism. At its peak the VOA was broadcasted in 53 languages to 91 million people. This is not considered diplomacy in classical terms but it no doubt has had an effect on influencing the way the US has been abe to implement its foreign policies over the years. In more recent years the creation of al-hurra, the arabic speaking program, has specifically dealt with the domestic question that came up after 9/11; "Why does evreybody hate us?" by trying to create an understanding of american policies in the muslim world.
Joseph Nye said that "Information is power, and today a much larger part of the world's population has access to that power." This indisputably confirms the need for this direction that states need to go in order to fulfill their diplomatic purpose. Culture is attainable through information, and you can make foreign audiences want to be a part of that culture.
In regards to the UK there is evidence of strategic communication during the 1990's conceived by a branch of government. The British Tourist Agency sought to brand the UK as "modern and multi-ethnic" and as a "creative island". The multi-ethnicity of the country being portrayed is fundamental in diplomacy to demonstrate to any state Britain hopes to have relations with that we can be empathetic and are by no means ignorant.
It would be foolish to disregard this trend in cultural diplomacy as it is vital to the way we build international relations. In certain cases there can be no denying the need for more classical forms for example with imminent threats and 'high politics'. However soft power cannot be rejected as paramount in ensuring our future security and from reducing global threats in which ever form they may take.