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6th Asia-Europe Public Diplomacy Training Initiative 2018

Project Period: Contact: Department: Programme: Theme:
December 2018 to early 2019 Governance & Economy Department ASEF Public Diplomacy Training Governance & Human Rights

Vienna, Austria (for the Face-to-face Training)



Public diplomacy involves strategies and activities aimed at influencing both the foreign and domestic public, understanding their attitudes towards foreign policy and shaping their views on related issues. These efforts help establish a dialogue across borders that improves understanding of each other, and shapes more positive perceptions of a country’s foreign policy priorities or an organisation’s international relations. For this reason, it is important that those actors responsible for improving the image of their country or organisation have a well-informed understanding of how they are currently perceived. This ensures that new initiatives can be implemented to build on strengths, address any perceived misunderstanding, and improve the overall relationship.

As a contribution to public diplomacy efforts of the 53 Asia-Europe Meeting (ASEM) Partners, the Asia-Europe Foundation (ASEF) established the Asia-Europe Public Diplomacy Training Initiative in 2013, in partnership with the DiploFoundation (Diplo) of Switzerland. Since then, 5 tutored online courses and 5 face-to-face workshops have been conducted and more than 200 participants have benefited from the training.



Through the Face-to-face Training and the Online Course, participantswill gain insights into the current perceptions of diplomacy efforts in Asia and Europe and how to incorporate public diplomacy skills into their daily work. The specific objectives are to:

  • Enable participants to deepen their knowledge of public perceptions of Asia and Europe, bi-regional dynamics, and how these affect their work
  • Equip them with public diplomacy tools to increase the visibility of the ASEM Process
  • Provide practical skills to formulate, develop and deliver a strategic plan to promote ASEM to foreign and domestic public
  • Increase networking opportunity for ASEM diplomats to share their experiences and promote deeper understanding of Asia-Europe relations



1. 6th Face-to-face Training (3-7 December 2018) in partnership with the Federal Ministry for Europe, Integration & Foreign Affairs of Austria (MoFA Austria)

2. 6th Online Course (4 March - 26 April) 



  • Young diplomats in departments dealing with Asia, Europe, or ASEM in the Ministries of Foreign Affairs or equivalent of the ASEM Partners
  • Diplomats posted by ASEM Partners to ASEM countries who are dealing with public diplomacy
  • Representativesfrom government agencies (culture, tourism, trade and investment, etc.)



MFA Austria 2



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Project Updates

  • 03ASEFPD2018

    Networking, cross-perception and improving mutual understanding. These were just a few of the keywords that played an important role at the 6th Face-to-face Training, which was held in the beautiful city of Vienna, Austria last December.

    In partnership with the the Federal Ministry for Europe, Integration and Foreign Affairs of Austria, the Asia-Europe Foundation (ASEF) organised the 6th Asia-Europe Public Diplomacy Training Initiative and hosted 22 young diplomats from Europe and Asia. During the week-long training with senior diplomats, academics and experts in the field of public diplomacy, participants acquired a new set of knowledge and skills that they would bring back to their home countries.

    Public diplomacy plays a decisive role in today's ever-connected and digitalised world. How can we combat disinformation which aims at destabilising governmental institutions? How can big data help governments in addressing audiences? What is the difference between propaganda and public diplomacy? These were just some of the questions raised during the discussions. The Public Diplomacy Training Initiative aims at providing participants with a deeper understanding on public diplomacy tools while giving them the opportunity to share exchange best practices. 

    ASEF would like to thank the Federal Ministry for Europe, Integration and Foreign Affairs of Austria for hosting the 2018 Face-to-face training. Moreover, we would like to thank the speakers and panellists that came to Vienna for this special occasion. Finally, we hope that all the participants will be able to spread their newly-acquired insights with their colleagues. Thank you!

    If you would like to find out more about the Asia-Europe Public Diplomacy Training Initiative, please follow this link. Or stay up-to-date with ASEF's latest projects through Twitter and LinkedIn.

    #ASEFPDT6 #PublicDiplomacy #DiversityCreates

  • For six times in a row, the Asia-Europe Foundation (ASEF) is organising the Asia-Europe Public Diplomacy Training Initiative. This year’s edition will be hosted by the Federal Ministry for Europe, Integration and Foreign Affairs of Austria (Austrian MFA) in Vienna.

    With over 20 participants, coming from 18 different Asian and European countries, the Training aims at providing practical skills-oriented trainings on public diplomacy to young, junior-level diplomats who are working on Asia-Europe relations.


    The Face-to-face Training will take place from 3-7 December 2018 at the premises of the Austrian MFA. Participants will immerse into the world of Public Diplomacy through a series of lectures, working groups and discussions prepared by senior diplomats and experts in the fields of public diplomacy, diplomatic negotiations and communications.

    This year’s Training will allow participants to network and to establish bonds that they will carry on to the 8-week online training, which will take place between February and March 2019. ASEF and its partners hope that the Training will allow junior diplomats to improve their understanding of foreign cultures and traditions while expanding their knowledge of best practices in the field of international public diplomacy.


    For more information please click on the following link. Do not forget to follow ASEF’s activities through our newsletter and our social media channels.


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