The enhancement of the reputation of a country is a process that calls for joint efforts and which should be addressed through long-term planning.
The result of this joint effort is the document entitled “Towards a strategic renewal of the Spanish foreign policy”, a shared project led by the Real Instituto Elcano, which highlights the need to identify common strategic objectives to renew the foreign policy and was possible thanks to the collaboration of over 200 people.
This process has shown that reputation management is a key lever. The key to manage the Spanish foreign policy is the use of soft power as a transformative tool to enhance international relations through public diplomacy and the new leadership models. However, a government intervention is not sufficient, as this requires a public-private project which improves the approach towards citizens themselves.
Jorge Cachinero, Corporate Director of Innovation in LLORENTE & CUENCA, Professor at the IE Business School of Madrid and member of the Scientific Council of the Real Instituto Elcano