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In an age where policies are crafted behind screens and perceptions are shaped in seconds, public diplomacy has evolved from a theoretical exercise into a pillar of national strength.
Media today is not a mere observer of events; it is a partner in shaping them, a driving force in policy formulation, and a cornerstone in building national images and global perceptions.
Diplomacy has left the confines of closed chambers to operate in an open digital arena — one where official discourse meets public engagement, and politics converges with media in a rapid-fire rhythm.
As the US scholar Joseph Nye reminds us: “Power is not what you can impose, but what you can attract.”
Public diplomacy is, in essence, the art of attraction — the ability to persuade through credibility, culture, and values rather than rhetoric or propaganda.
President Ismail Omar Guelleh of Djibouti once said: “Media is not merely a mirror of events; it is an instrument of development and a bridge among peoples. The more responsible and conscious the media, the more successful and effective diplomacy becomes.”
This vision reflects a deep awareness of media’s transformative role in promoting peace, awareness, and sustainable development — a role inseparable from the mission of modern public diplomacy.
It resonates as well with the conviction of King Salman, who said: “Honest media is a fundamental partner in development and a bridge of communication with the world.”
Indeed, credible media builds bridges, strengthens trust, and safeguards the image of nations in the collective mind of humanity.
ֱ’s designation of 2025 as the Year of Media Impact is far more than a ceremonial theme; it is a strategic affirmation of Vision 2030’s understanding that media represents one of the most vital forms of soft power.
Riyadh today beats as the heart of Arab media, where policy, culture, and communication converge.
Dya-Eddine Said Bamakhrama
The Kingdom realized early that image itself is part of national strength, and that modern media is the most powerful platform to communicate its transformation and progress to the world.
Several nations have illustrated that media can be an instrument of national influence and global presence: The UK leveraged the BBC as its global voice. Qatar projected influence far beyond its borders through Al Jazeera. China connected its developmental narrative to its global rise via CGTN. Russia used RT to convey its geopolitical worldview. South Korea turned K-pop into a tool of cultural diplomacy. The UAE, through Expo 2020 Dubai and its global media ecosystem, presented openness as a brand of influence. The US, through CNN, has long mastered the art of strategic narrative.
In today’s interconnected age, those who own the story own the influence; those who own the platform shape the global mind.
Riyadh has become a regional and international hub for crafting the Arab world’s new image — through innovative media initiatives and advanced digital platforms that reflect the spirit of Vision 2030 in a modern, inclusive language.
The Year of Media Impact 2025 signals a mature awareness of the media’s role as a partner in national development and an engine of international influence.
Among the hallmarks of this transformation is the relocation of major Saudi networks — Al Arabiya, Al Hadath, and MBC — to broadcast from Riyadh, a bold step reflecting confidence in national capabilities and infrastructure.
Riyadh today beats as the heart of Arab media, where policy, culture, and communication converge — symbolizing the Kingdom’s growing global presence.
Within this dynamic ecosystem, Arab News has emerged as a trailblazer of diplomatic journalism, combining professionalism with multilingual digital innovation. Its Editor-in-Chief, Faisal Abbas, recently announced an ambitious plan to integrate artificial intelligence to publish content in multiple languages — a pioneering step in bridging cultures and expanding the reach of Saudi media worldwide.
Likewise, Al Riyadh newspaper, a pillar of Saudi and Arab journalism, remains a beacon of thoughtful analysis and national responsibility — a platform I am personally honored to contribute to, for its enduring legacy and commitment to truth.
The essence of public diplomacy lies in winning minds and hearts, not in dominating opinions.
True soft power is measured not by wealth or arsenal, but by the respect a nation earns for its culture, ethics, and credibility.
To invest in responsible media is to invest in peace, stability, and mutual understanding — the real foundations of global security.
In a world of shifting narratives and competing images, public diplomacy and digital media are now one and the same — both instruments of influence.
Those who master authentic and human communication will achieve resonance that transcends time.
As Prince Turki Al-Faisal eloquently said: “Words are a trust, and media is a message. Whoever unites trust with message creates an impact that lasts.”
Ultimately, public diplomacy is not about making news; it is about making meaning. It is a civilizational mission that carries the values of nations to the world and leaves an imprint deeper than any headline.
• Dya-Eddine Said Bamakhrama is Ambassador of the Republic of Djibouti and Dean of the Diplomatic Corps in the Kingdom of ֱ.
X: @dya_bamakhrama