Indonesia has an image problem. Yes, Indonesia is the third largest democratic country in the world. Yes, Indonesia is also the country with the largest Muslim population. But at the same time, we are witnesses to how messy our democracy can be and the use of religious symbols in many conflicts in Indonesia. The gaps between who we are, how we wish to be seen and how we are actually seen are widening.

Of course, these gaps must close in the coming years. President Susilo Bambang Yudhoyono has plainly stated "we should be a country that has a solid national identity, but also a strong international identity, that is, how we are perceived by the international community". That is the job of public diplomacy.

In the new era of international relations, the role of public diplomacy is becoming more relevant and crucial. It is an important element of soft power and the power of globalization, especially in infor-mation technology, that has strongly propelled the relevance of public diplomacy.

Since our Foreign Ministry established a special director general for public diplomacy in 2002, much has been done to promote our national image abroad. Still, Indonesia can do more to better our position in the global arena.

Essentially, public diplomacy recognizes that public attitudes influence the formation and execution of foreign policy. Its audience is the international public, not just the diplomatic community or national leadership. It encompasses dimensions of international relations beyond the scope of traditional diplomacy. It also deals with the attitudes and behavior of the public in the global community. In this context, public diplomacy tries to affect the policies of other governments by influencing their citizens.

Indonesian idealssuch as pluralism and democracyare fundamental human values that should be promoted in the global arena. Related to this consideration is a question rarely posed in discussions about public diplomacy: Should the government be the only, the main, transmitter of public diplomacy, or should it share the burden with other potential actors such as non-governmental organizations (NGOs) and academic entities?

HITTING THE RIGHT NOTE: Representatives from the Australian Embassy play traditional gamelan instruments at a diplomatic gathering at the J.W. Marriott Hotel this year. The event, organized by the Foreign Ministry to promote Indonesian culture as part of Visit Indonesia Year 2008, was opened by Umar Hadi, director of public diplomacy at the Foreign Ministry. (JP/Ricky Yudhistira)

To answer, we must keep in mind that foreign policy and domestic policy are increasingly intertwined. As Foreign Minister Hassan Wirayuda argues, international and domestic concerns are combined in the intermestic lens. Government alone can thus no longer resolve contemporary foreign policy problems. Although the government remains the leading actor in public diplomacy, the role of nonstate actors such as civil society organizations, the press, academics and business groups cannot be neglected.

Since public diplomacy has both domestic and foreign aspects, social forces in and outside the country can play significant roles in public diplomacy. The role of the media, academic institutions and some moderate Islamic groups also cannot be neglected.

Public diplomacy is made up of all state and nonstate activities that contribute to the maintenance and promotion of a country's soft power. It creates a network of relationships among state and nonstate actors. It will also create a greater sense of pride and attachment tocountry and therefore strengthen national identity. In other words, the strong synergy among government and nonstate actors is a prerequisite for an efficient and effective public diplomacy.

As The Jakarta Post reported (Sept. 8, 2008), it is quite pathetic that public diplomacy, which used to introduce Indonesia to its overseas audience as a democratic Muslim nation, has been hampered by its domestic social crisis in which some radical groups are overshadowing the moderate.

To improve our international image, we can turn to several forms of domestic outreach. We can launch citizen-to-citizen diplomacy programs by engaging the academic community as part of the country's epistemic assets. One function of public diplomacy is to fund certain segments of the population to shed light on international issues and encourage these knowledge workers to build transnational networks.

The government can also endorse the establishment of centers for Indonesian studies in leading universities abroad. This effort can lead to the professional development of Indonesian experts elsewhere - Indonesianistswho can give voice to our national interests where they sit. In the end, such efforts will improve our international image.

By encouraging these sorts of programs, we can expand our reach to key foreign public audiences while at the same time supporting domestic policy capacity development. It can also encompass efforts to build greater understanding on complex issues by setting the stage for informed dialogue.

Because the key element in public diplomacy is trust, it is vital that the government become actively involved with other nonstate actors in order to protect and enhance our image abroad. A sphere of trust among domestic actors is also required. If we manage this, then we will increase our soft power abroad, which in turn enables us to strengthen our credibility back home. This means that public diplomacy is conditioned by the credibility of the domestic situation, not only by its credibility in the eyes of outsiders.

However, there are also some elements of trust that need to be taken into account. The first element is to stimulate a spirit of transparency. Government has an obligation to provide honest and unbiased information to foreign and domestic actors before making decisions. The message should encourage a culture of accountability. The honest information must also be accompanied by a firm commitment to accountability among government officials. In the long run, transparency and accountability will also depend on integrity, which only occurs when individuals of integrity are trying to do the right thing.

One final reminder is that public diplomacy, as the establishment of transnational credibility, can take years to build and only minutes to destroy. This is one of the important reasons why public diplomacy is unique - in terms of the actors, issues and process involved - and may be regarded on a continuum.

We are looking at some important challenges in the coming years to strengthen our image, position and soft power abroad.

The writer is a professor of international relations at Parahyangan Catholic University, Bandung.

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