FCO public diplomacy

Book excerpt: The 2012 London Olympic and Paralympic Games is likely to be a 'once in a generation' opportunity for the UK to attract the attention and interest of the entire global community. The report reviews other countries' experience of using major sporting events for public diplomacy purposes. The Games offer an unparalleled opportunity to promote UK business, trade and inward investment. The Committee recommends holding a major trade event close to or during the Games to secure the maximum commercial benefit to the national economy. The FCO should also make more of the claim that the 2012 Games will be "the world's first sustainable Games", publicising around the world the many examples of environmental good practice in the planning and building of the event. And it should continue to use the Games to promote British culture and values at home and abroad, emphasising that London is an open and welcoming city, and that the UK is a diverse, inclusive and friendly country. The Committee is worried that budget cuts may result in the FCO's work related to the Olympics becoming a matter solely of individual initiatives by embassies and High Commissions, without adequate central co-ordination. The Committee recommends that the FCO should form a 'rapid response unit', set up well before the Games, which can rebut or challenge negative stories appearing in the world media.