RIYADH, SAUDI ARABIA — Addressing a distinguished gathering of global media leaders, diplomats, and policy experts, the Indian Ambassador to the Kingdom of Saudi Arabia, Dr. Suhel Ajaz Khan, participated in a high-level panel discussion today at the Saudi Media Forum.
The session, titled “Influence Diplomacy: Media and Shaping the Image,” was organized by the Saudi Ministry of Media as part of its ongoing efforts to foster international dialogue on the evolving role of communication in statecraft.
The Role of Public Diplomacy and Cultural Relativism
During the discussion, Dr. Khan emphasized that modern diplomacy has transcended traditional government-to-government interactions. He highlighted the critical role of public diplomacy in building lasting bridges between nations.
A key takeaway from his address was the necessity of cultural relativism. Dr. Khan argued that for diplomatic messaging to be effective, it must be rooted in an understanding of the diverse cultural contexts of global audiences.
“Diplomatic engagement is not a one-size-fits-all endeavor,” Dr. Khan noted. “To shape a resonant international image, one must respect and navigate the cultural nuances that define different societies.”
Soft Power as a Strategic Instrument
The Ambassador underscored the effective use of soft power—including culture, heritage, and values—as a primary instrument in modern diplomacy. He noted that a country’s international standing is increasingly defined by its ability to persuade through attraction rather than coercion. By showcasing India’s rich cultural tapestry and its alignment with global goals, the nation continues to strengthen its “Influence Diplomacy” on the world stage.
Digital Outreach and Credibility in the 21st Century
In an era of rapid information flow, Dr. Khan stressed the importance of modernizing communication channels. He pointed to social media and digital platforms as essential tools for amplifying a country’s reach. However, he cautioned that speed must not come at the cost of integrity.
He outlined a three-pillar approach for digital diplomatic messaging:
- Timeliness: Responding to global events in real-time to maintain the narrative.
- Credibility: Ensuring that all communications are fact-based to build long-term trust.
- Transparency: Maintaining open channels to foster an image of honesty and reliability.
Summary of Key Themes
| Theme | Core Message |
| Cultural Relativism | Adapting outreach to fit the specific cultural values of the target audience. |
| Soft Power | Leveraging cultural and intellectual assets to build international prestige. |
| Digital Strategy | Using social media to provide transparent and credible messaging. |
The Saudi Media Forum continues to serve as a premier platform for discussing the intersection of media, technology, and international relations, further cementing Riyadh’s role as a hub for global discourse.
