Does European Union public diplomacy promote regional integration in East Africa?

This report examines the impact of European Union public diplomacy on promoting regional integration in East Africa. It explores the concept of public diplomacy, the history of public diplomacy in East Africa, and the tools and channels employed by the European Union in the region. The study also analyzes the public diplomacy agenda of East Africa as a region and at a country level.

DOES EUROPEAN UNION PUBLIC
DIPLOMACY PROMOTE REGIONAL
INTEGRATION IN EAST AFRICA?

ABSTRACT
This report is based on the impact of European Union public diplomacy over promoting
regional integration in East Africa. In light of this, it can be said that public diplomacy is
regarded as one of the efforts taken by government to communicate with foreign public in a
direct manner. This is largely aimed at establishment of dialogue for informing as well as
influencing the nature of foreign public in a manner such that they provide support and aid to the
strategic objectives being pursued by the government of a region. Besides this, it is
acknowledged that public diplomacy is a concept which deals with the impact of public attitude
over the creation and implementation of foreign policy. It includes several dimensions of
international relationships which are created by forming a number of unions of countries. Thus,
public diplomacy is regarded to be crucial for governments to attain support from public at large
belonging to foreign countries. In addition to this, it has been analysed that the practice of public
diplomacy in today's world is executed by practitioners by capitalising upon a number of tools
and channels such as radio, television, social media and many more. These tools have been taken
up by European Union with a view to establish an effective image of this union in front of
regions such as East Africa.

Table of Contents
ABSTRACT.....................................................................................................................................2
Title .................................................................................................................................................4
Introduction .....................................................................................................................................4
Literature Review ............................................................................................................................5
The History of public diplomacy in East Africa as a region..................................................6
European Union public diplomacy in East Africa since 2001 – 2019.................................10
Current public diplomacy of European Union world over. Comparisons of other regions –
case studies in other countries..............................................................................................13
Diplomatic tools and or channels employed by European Union in East Africa? .............19
Public Diplomacy in East Africa as a region. For instance, what is the region’s public
diplomacy agenda? How do they strategize to achieve it? Possible barriers, and solutions at
disposal?...............................................................................................................................24
Public diplomacy in East Africa at a country level, that is, what is public diplomacy of the
respective countries. ............................................................................................................28
CONCLUSION..............................................................................................................................31

Title
Does European Union public diplomacy promote regional integration in East Africa?
Introduction
The present study initiates to determine the impact of European Union public diplomacy
over promoting regional integration in East Africa, thus, it is a most common issue on which
appropriate understanding is required by people. East Africa mainly states eastern zone of
African continent. There are total 20 territories whose collaboration creates Eastern Africa. There
are total 6 states comes under East African Community (EAC). These states are Rwanda,
Tanzania, South Sudan, Burundi, Uganda and Kenya. Along with this, Eritrea, Somalia, Djibouti
and Ethiopia collaboratively formulates Horn of Africa. There are total 22 countries which
comes under East African region. The main among them are Comorus, Egypt, Eritrea, Kenya,
Malawi, Mayotte, Reunion, Seychelles, South Sudan, Tanzania, Zambia, Burundi, Djibouti,
Ethiopia, Madagascar, Mauritius, Mozambique, Rwanda, Somali, Sudan, Uganda and
Zimbabwe. The overall population belonging to Eastern African region is more than 500 million
people. Localise people of these region makes use of different languages which varies nation to
nation. So this study is effective in exploring idea regarding the potential influence of European
Union Diplomacy over promoting regional integration of East Africa. Therefore, this study is
mainly encompasses over public diplomacy and how it promoted regional integration in East
Africa. Public diplomacy is mainly deals with the impact of public perception and attitudes, thus
it seeks to promote European Union interests through analysing, informing and influencing1.
However, the aspect of integration has continued to attain bringing a proliferation of cooperation
1 Bachmann, V. (2016). European Spaces of Development:: Aid, Regulation and Regional
Integration in East Africa. In Europe in the World (pp. 59-84). Routledge.

all over the globe. Integration is continuously proceeding as the outcome of the developed flow
of trade, capital, direct investment, people, technology, money information and ideas around the
international boundaries.
Literature Review
Literature review section provides deeper knowledge on the particular topic on which
researcher develops understanding by making use of several sources. In this section, main
preference is provided to the secondary sources that is supportive in finding out desired outcome
on the research topic2. In other words, literature review section is mainly includes different
perception and view point of several authors presented on the same topic that directly helps them
out in drawing valuable conclusion on chosen topic. With reference to the present topic,
investigator has made use of several types of secondary sources such as books, Journals, online
articles and many more in order to develop their own knowledge on the chosen topic that is
impact of European Union public diplomacy over promoting regional integration in East
Africa3. In addition to this, it can also be said that the respective section will also allow reader to
enhance their knowledge on public diplomacy and its influence in promoting regional integration
in East Africa. This is so because, reader will get opportunity to explore their knowledge on the
proposed area in one particular document. The overall information is stated below in sub section
in order to make it easier for readers to understand it effectively.
2 Bachmann, V. (2016). European Spaces of Development:: Aid, Regulation and Regional
Integration in East Africa. In Europe in the World (pp. 59-84). Routledge.
3 Lavenex, S., Jurje, F., Givens, T. E., & Buchanan, R. (2016). Regional migration
governance. The Oxford handbook of comparative regionalism, 457-485.

The History of public diplomacy in East Africa as a region.
Public diplomacy is an important aspect of international relations, thus it is any of the
assorted government sponsored efforts that are aim at communicating significantly with foreign
public to implement a dialogue that are designed to inform and impacts with the objectives that
this foreign public supports or tolerates a government's strategic aspects4. In addition to this
public diplomacy is defined as an unique and prosper area. Public diplomacy refers as a public
interactive phenomenon of diplomacy that is not only global in nature but also includes a
multitude of actors and networks (Tocci, 2019)5. Further more It is a key mechanism through
which nations foster mutual trust and productive relationships and has become crucial to building
a secure global environment. As per the opinion stated by Helmer Helmers, 2016, in the past
diplomatic history, diplomacy is mainly recognised as a secretive aspect which is executed best
practices when it is awarded by public view. Diplomats are recognised as the peer oriented
people, who are engaged with other politicians and diplomats in the cognition of state and of
interconnection among states, region and country. As per the views stated by Joe B. Jakes, 2013,
A positive reality is that an individual are still living in an international environment that is
significantly analysed through multitude of nation states but an essential number of these states
are small in absolute terms6. Therefore, others are recognised as a small in relative aspects and
yet all of these states, large or small, act and expect to be treated as sovereign and independent
members of the international community. For the intention of this area, all the states of East
4 JAN PETERSON, The New Public Diplomacy: Soft Power in International Relations,
(New York: Palgrave Macmillan, 2005, p.4).
5 Tocci, N. (2019). Resilience and the role of the European Union in the
world. Contemporary Security Policy, 1-19.
6 Gstöhl, S., & Lannon, E. (2016). The Neighbours of the European Union's Neighbours:
Diplomatic and Geopolitical Dimensions Beyond the European Neighbourhood Policy.
Routledge.

Africa like Kenya, Uganda and Tanzania are treated as the small states7. Governments has
always perform to interact with foreign public for the purpose of export their ideas, institutions,
culture, national aims and current norms and policies. Furthermore, public diplomacy is defined
as the efforts of one nation to attracts public of other areas for the intention of affecting foreign
policy. The role of public diplomacy cannot be ignored during regional integration, therefore,
public diplomacy is an imperative area which is requires to be studied in analysing the aspect of
regional integration 8. A country's public diplomacy includes culture and sport diplomacy, thus,
these are also as effective as the policies behind it helping to bridge the gap among nations.
Kenya's foreign policy is best seen in terms of its political and economical moderation and of its
rapid certainty over the Western globe. Kenya, Uganda and Tanzania have created potential
efforts to unite in a regional business since they attained independence. In each term, the nations
sought a loose federation underpinned through an economic common market. In the year of
1961, the three countries formed the East African Common services organisation, in that a shared
and centralized administration was to render service, involving transportation, communication,
tax collection, scientific investigation, social services and university education9. The EASCO
charter was also developed a common currency, a common appellate court and a public
commercial centre in that labours, products and services are provided at free basis. Thus, these
are mainly assisted by a central legislative assembly.
7 Kenya -- Foreign Relations. 2019. Available Through:
<https://www.africa.upenn.edu/NEH/kforeignrelation.htm>.
8 Yu, H. (2017). Infrastructure connectivity and regional economic integration in East
Asia: Progress and challenges. Journal of Infrastructure, Policy and Development, 1(1),
44-63.
9 Cline, L. E. (2016). African Regional Intelligence Cooperation: Problems and
Prospects. International Journal of Intelligence and CounterIntelligence, 29(3), 447-
469.

In the year of 1965, the EACSO has start to come apart due to increasing tendencies in
relation to the nationalism and diverging economic and political norms10. In 1967, a new
business was established under the rubric of the East African Community, Thus this is mainly
founded under the Pact for East African order. This time, Tanzania's was taken up the step ahead
toward socialism and Uganda's federal misfortunes under the brutal regime of Idi Amin led to the
disintegration of the combined effort. In addition to this, in the year of 1977 the community was
probably defunct and through the year of 1983 it was formally dissolved11. Furthermore, the
relations in between of the nations and countries are developed when the community's assets
were distributed at repetitive basis and when the interrelationship with Tanzania are developed in
the wake of the argument12.
Apart from this, it has been later determined that presidents of Tanzania, Kenya and
Uganda have conducted a conference for the main motive of re-establishing cooperation in order
to enhance effectiveness of their regional integration. This tri national commission has been
named as East African Cooperation that was introduced in the year 1996. the main motive of this
cooperation was to enhance management of cross border trade and Lake Victoria 13. This
effectiveness in the integration have also supported involved countries in executing their planned
activities in such a manner that provides equivalent benefits to all nations and supports them in
10 JOY S. NYE JR, Public Diplomacy and Soft Power, Annals of the American Academy
of Political and Social Science, vol. 616 (2008): pp. 94-109.
11 Kerr, P., & Wiseman, G. (2017). Diplomacy in a globalizing world. Oxford University
Press.
12 Adem, S. (Ed.). (2016). China's diplomacy in Eastern and Southern Africa. Routledge.
13 Cooper, A. F. (2016). The changing nature of diplomacy. In The Oxford handbook of
modern diplomacy.

attaining their respective national goals and objectives in rightful manner 14. In addition to this, it
has been further determined that monetary policy of these nations are being discussed y their
central bank governors with the medium of meeting. Along with this, in the past it has also been
explored that Kenya has not shared good relationship with its neighbours especially north people.
The main reason behind this was claim of Somalia on the territory15. This simply means that
large ethnic Somali group has carried out campaigns towards the Kenya which could be
considered as the major threat for the nation in the year 1960s. The overall relationship with
Somali changed after the change of Somali's government. But later on when Kenya have support
Ethiopia then it has again resulted in the development of negative relationship between Somali
and Kenya once. The overall scenario, clearly depicts that the relationship between Kenya and
Somali were not constant as they have changed many times but their overall relationship was
determined as inverse for one another16. On other hand, further it has been determined that
relationship of Kenya with Great Britain was founded as the most influential and positive one.
This is so because, after the independence these two nations are having effective relationship
with one another as they provides economical as well as military support to each other
effectively (Cline, 2016)17. Also, Britain has also provided major capital investment to Kenya
14 Mai'a K. Davis Cross and Jan Melissen (eds), European Public Diplomacy: Soft Power
at Work. 2013. Available Through:
<https://www.academia.edu/3451188/Maia_K._Davis_Cross_and_Jan_Melissen_eds_E
uropean_Public_Diplomacy_Soft_Power_at_Work_available_in_hardback_and_paperb
ack_>.
15 Huijgh, E. (2019). Public diplomacy’s domestic dimension in the european union.
In Public Diplomacy at Home (pp. 52-82). Brill Nijhoff.
16 Chaban, N., & Holland, M. (2019). Introduction. Partners and perceptions. In Shaping
the EU global strategy (pp. 1-25). Palgrave Macmillan, Cham.
17 Alden, C. (2019). South Africa's Post Apartheid Foreign Policy: From Reconciliation to
Revival?. Routledge.

that have allowed them in executing their financial projected plans in lucrative manner. Along
with this, government of British also practices positive diplomacy with Kenya that works as the
supportive factor in growth of Kenya.
On the contrary, while talking about the relationship with United States, it has been
determined that the Kenya does not share positive relationship with the US which later on
improved as per their own interest. This have been effectively promoted by Peace corps
programs and USAID in Kenya that directly results in the growth of American business interests.
The overall information stated in this sections directly explores core history of public diplomacy
in East Africa as the region18. Along with this, it also states that how the relationship of the
nation put impact over the countries of East Africa.
European Union public diplomacy in East Africa since 2001 – 2019
European Union is considered as the economic and political union of 28 nations which
belongs to Europe. It has been determined that the overall population belonging to this range is
around 513 million. The main motive of making this union is to provide effective benefits to all
member nation who can work together with each other in order to grow quickly and attain
success in appropriate manner19. European Union considers all member nation as the whole
market and also formulates laws as well as policies which are required to be followed by them
while executing their business activities. Apart from this, it has been determined that European
Union has been identified as the main influential global actor worldwide but at the same time it
also faces numerous of issues at the time of maintaining their image in order to build up stronger
18 Huang, Z. A., & Wang, R. (2019). Building a Network to “Tell China Stories Well”:
Chinese Diplomatic Communication Strategies on Twitter. International Journal of
Communication, 13, 24.
19 Bachmann, V. (2016). European Spaces of Development:: Aid, Regulation and Regional
Integration in East Africa. In Europe in the World (pp. 59-84). Routledge.

public international relations. Along with this, it has been determined that European Union is
termed as the normative power which plays essential role in the environmental sustainability,
human rights and development, humanitarian, multilateralism etc. There have been numerous of
crisis which aware faced by European Union due to involvement of 28 different countries which
have numerous of variations which becomes the main reason of conflict20. Apart from the all
issues, it has been identified that European Union is the only region across the world which is
successful and is being easily accepted by all the associated countries.
It has been determined that European Union have strong global image this is because of
its own its good performance across the world. Here, it can be said different nation across the
world perceives EU in different manner.
(Source: Global Attitudes towards the EU, 2003-2009)
On the basis of information stated presented, it can be said that In the the year 2005, in
North America only 38% of people were having knowledge about the EU and its functioning.
While it is talked about Middle East around 86% people have heard about EU. While, on the
other hand, 55 percent in Latin America, 65% in Africa and approx 56% in Asia Pacific were
having knowledge about European Union. By analysing the overall information represented in
20 Mai'a, K., & Melissen, J. (2013). European public diplomacy: soft power at work.
Springer.
Illustration 1: Global Attitudes towards the EU, 2003-2009

percentile, it can be said that maximum nations are having knowledge on the European Union
and its functioning21. Among them all maximum number of nation have positive behaviour
towards EU that is North America (25%), Middle East (42%), Africa (67%), Asia Pacific (33%)
and Latin America (43%)whereas only fewer have shared their negative response towards EU.
Responses shared by these regions in percentile are North America (17%), Middle East (29%),
Africa (8%), Asia Pacific (7%) and Latin America (10%). Apart from this, it can be said that
main of the regions have shared their neutral influence towards the same. This includes North
America (54%), Middle East (20%), Africa (20%), Asia Pacific (52%) and Latin America (52%).
By evaluating all of the stated information, it can be said that maximum region are having
detailed information of EU which simply depicts that this particular region have success
established its image across the world and have made use of public diplomacy in such a manner
that have supported them in influencing interest of people towards them. While analysing
influence of European Union public diplomacy for its own associated nation it can be said that
the members countries are gaining competitive edge world wide because they are having good
support from other connected nations 22. Along with this, it can be further said that these nations
do not have to go through several laws or policies that compulsory for performing trade
activities. While talking about Africa especially East Africa, it can be said that 67% percent are
having knowledge about the European Union and its functioning. This simply means that the
region have good image which directly helps them out in providing additional benefits to all
associated states of Africa. This later on supports them in developing themselves in rightful
21 Doidge, M. (2016). The European Union and interregionalism: Patterns of engagement.
Routledge.
22 Pietrangeli, G. (2016). Supporting regional integration and cooperation worldwide: an
overview of the European Union approach. In The EU and World Regionalism (pp. 29-
64). Routledge.

manner 23. European Union public diplomacy in East Africa has been started since the year 2001
and continuing constantly.
Current public diplomacy of European Union world over. Comparisons of other regions – case
studies in other countries.
European Union has total 28 members nations. Among them all 25 members are highly
experienced and involved in executing public diplomacy activities and developing strong cultural
relations with them foreign citizens24. This is so because knowledge base of these nations is very
vast and their collaborative support allows European Union in becoming most active as well as
well funded public diplomacy player worldwide. It has also been determined that nations belongs
to EU spends huge amount in order to execute activities associated with public diplomacy. For
instance: France spends around $17 per capita whereas USA spends approx $0.65 per capita on
an average. These figure clearly depicts that the states belonging to EU are spending more
amount in order to enhance public diplomacy as compared to other nation25. The main motive of
executing public diplomacy is to carry forward national interest.
European Union communicates to foreign public at regular basis in order to develop their
relationships with them. For performing this, EU focuses on adopting several strategies that is
supportive for them in developing their strong brand image among foreign public. In order to
execute this in effective manner, European Union also makes use large scale private firms like
Nokia and Calvin Klein that is having good brand value and will also support EU in formulating
23 Huijgh, E. (2019). Public diplomacy’s domestic dimension in the european union.
In Public Diplomacy at Home (pp. 52-82). Brill Nijhoff.
24 McCormick, J. (2017). Understanding the European Union: a concise introduction.
Palgrave.
25 Rana, K. S. (2018). Bilateral diplomacy. The Encyclopedia of Diplomacy, 1-11.

its brand name as well26. Along with this, it has been further determined that European Union
and Europe are planning to compete US, China and other nations27. For making this feasible, it is
essential for EU to make use of strong public diplomacy in terms of political. Although, at
current is making use of cultural oriented approach which simply includes promotion of
language, lifestyle and culture at the time of having interaction with the foreign public.
Activities for the enhancing public diplomacy among nations are changing worldwide
with the passing time. It has been observed that social media have contribute a lot in developing
strong public relations with the public of foreign country. This have also resulted in the creation
of effective public diplomacy28. This is so because, member nations of EU are having access to
strategical tools that allows them in expressing and sharing their views as well as perception with
one another. In addition to this, it can be further said that two way communication plays an
essential role in the development of public diplomacy of EU.
For enhancing brand image of EU worldwide, its associated nations are emphasising on
adopting centralized public diplomacy strategy. By the year 2017, six different EU public
diplomacy team have started providing support to EU Delegations in order to enhance their reach
to china, South Korea, India, the U.S Central and South America. This have collaboratively
provided support in developing good image world wide. The overall motive of all the efforts
placed by pubic diplomacy is to facilitate future cooperation among EU and its associated
26 Diez, T., & Tocci, N. (2017). Conclusion: The EU, Regional Integration and Conflict
Transformation. In The EU, Promoting Regional Integration, and Conflict
Resolution (pp. 249-269). Palgrave Macmillan, Cham.
27 Smith, K. E. (2013). European Union foreign policy in a changing world. John Wiley &
Sons.
28 Dosenrode, S. (2016). Limits to regional integration. Routledge.

partner countries. It also develops effective understanding as well as mutual trust with one
another29.
On the basis of views presented by Bianca Baumler, (2017), also follows different
strategy in order to improve their connection with foreign public. It has been determined that EU
has also gone for new strategy especially named as one year Global Strategy which mainly
focused on specific key target groups. As per this strategy, main diplomats of EU have initially
targetted vast range of actors such as activist, private sector company, youth, students, policy
influencer, civil society organisations etc. Along with them, EU diplomats have also developed
their close connections with the researchers, bloggers, social media groups, professors media,
intellectual groups etc. as the main targeted audience which can be seen as huge in numbers. This
respective strategy was initially followed by the EU for enhancing its public diplomacy in
foreign nation30. Here, it has been analysed that the respective strategy was initially focused with
covering maximum number of audience in order to attain EU foreign policy objectives. But, with
the passing time, diplomats of EU believes that if they will work or strategic for targetting this
much huge audience then it would not be possible for them fulfil the main motive of developing
public diplomacy31.
Along with this, it has also been determined that by implementing several practices that is
public diplomacy activities EU is planning to attain few main motives such as cooperative
regional orders, integrated approach to conflicts, global governance, secure union, state and
29 Yang, Y. (2018). Corporate Public Diplomacy and Global Communication of China's
“Belt and Road” Initiative. Pacific Focus, 33(3), 497-523.
30 Fominykh, A. (2016). Russia’s public diplomacy in Central Asia and the Caucasus: The
role of the universities. The Hague Journal of Diplomacy, 12(1), 56-85.
31 HILL, T. (1996). The actors in Europe's foreign policy. Psychology Press.

societal resistance32. All of them are the first and foremost motive of EU which its diplomats are
expecting to achieve with the usage of public diplomacy activities.
While emphasizing on the global level, it has been determined that successful public
diplomacy can be seen by including media, NGOs and other non governmental entities in order
to approach civil society. For instance, whenever EU plan enhance its access over foreign public
they effectively make use of local actors for attaining maximum support from them. In addition
to this, diplomats of EU also focuses on environmental issues and shows up several initiatives
taken by them to resolve it. As a result, it is easier for EU develop its positive image in the
society. Additionally, having string connections with the local actors helps them out in
developing their knowledge on local interest of specific nation where they are planning to
develop relations. Here, results of this can be seen in the form of development of mutual interest
among in between EU and other nations. Some of the core instances associated with EU and its
public diplomacy across different nations are explained one after another.
The first example of this EU public diplomacy across the world is its Sustainable Energy
Week in Ukraine. In this, EU has introduced Ukrainian-European Sustainable Energy Weeks33.
It was the kind of three day event conducted in Brussels in which public diplomats of EU have
influenced interest of Ukrainian authorities, civil society, energy agencies, industry association s
etc. to promote clean energy practices that are supportive in saving energy for the future. This is
not seen as the one time activity as EU have introduced range of these programs in Ukraine.
These programs are mainly conducted in the form of street festivals, music shows, concerts in
32 Nugent, N. (2017). The government and politics of the European Union. Palgrave.
33 Diez, T., Tocci, N., Faleg, G., & Scherwitz, E. (2017). Introduction: Promoting
Regional Integration and Transforming Conflicts?. In The EU, Promoting Regional
Integration, and Conflict Resolution (pp. 1-28). Palgrave Macmillan, Cham.

school and college, few of the discussion programs wit the staff of large scale companies over
the topic associated with energy efficiency and its saving34. It also includes several marketing
activities that promotes particular event and influences others to actively participate into this
activity in effective manner. While finding out another side of this, it has also been determined
that incorporation of these programs in Ukrainian has also opened up new space for other
sustainable practices as well. This have also influenced interest of Ukrainian government to
conduct these kind of programs at their own level for saving energy. All of these events have
provided effective media coverage and helped them out in developing their strong image in the
society.
The another example of public diplomacy performed by EU at international can be seen
in Jakarta. This was the short story contest for Indonesian students conducted in conference. In
this, the students were asked to express their views and perception towards marine life in the
form of short story35. Participation list of this conference was very huge as its participants were
NGOs, international companies, other nations who are highly committed or devoted towards
saving marine life. This type of conference was not only conducted in Jakarta but it was
launched in many other places too like Malta. In order to promote this in appropriate manner.
The overall marketing or promotional activities conducted for these conferences were constantly
being reused or recycled by EU diplomats in order to use the available resources in rightful
manner. These promotions for conference was mainly popularised in the form of Sustainable
Development Goals. The main motive of these kind of conferences was to highlight global issues
34 Delcour, L. (2016). Shaping the post-Soviet Space?: EU policies and approaches to
region-building. Routledge.
35 Lavenex, S., Jurje, F., Givens, T. E., & Buchanan, R. (2016). Regional migration
governance. The Oxford handbook of comparative regionalism, 457-485.

in order to influence interest of local people towards them36. This also motivate localise people in
taking various of kind of initiatives at their own level in order to minimise disruption placed by
local towards the environment.
In this conference, it was determined that around 250 young Indonesian people have
shown their active participation in which they have expressed pathetic views towards ocean.
Here, it can be said that the overall topic associated with this have also placed influential local
significance. In order to make it easier for individual to express their views towards ocean,
diplomats of EU have permitted participants to express their stories in any one of the 23 official
languages. Among them all main languages used by participant were English, French, German,
Dutch and Spanish.
On the other hand, another activity which was conducted by EU in the form of public
diplomacy. This was an effective initiative taken by EU in Hong Kong in which EU have
deliberately promoted Homosexuality and also provided deeper support to the one who have
faced discrimination on these grounds37. In this, diplomats of EU have taken signature from
several authorised people towards this in order to protect LGBTI rights in effective manner. It
has been determined Hong Kong was already legalised for homosexuality in the year 1991 but
still the nation was not having any sort of legislation against the discrimination on the grounds of
sexuality, intersex status and gender identity. After incorporation of this conference, there was
the quick rise in the knowledge of local people towards LGBTI rights in the EU.
36 Cross, M. A. K. D. (2016). The EU global strategy and diplomacy. Contemporary
Security Policy, 37(3), 402-413.
37 Hill, C., Smith, M., & Vanhoonacker, S. (Eds.). (2017). International relations and the
European Union. Oxford University Press.

Diplomatic tools and or channels employed by European Union in East Africa?
European Union is taking several initiatives in improvising their access in East Africa for
the main motive of influencing this nation towards themselves. With respect to European Union,
it makes use of some effective channels in order to execute public diplomacy and develop their
strong image in front of citizens belonging to East Africa38. In this relation, it has been identified
that there are mainly 2 types of diplomatic channels which are put to use, namely, broadcast and
digital channels39. These tend to provide aid to the respective union in enhancing the reach of
their government among the foreign public. Such channels are of immense significance in terms
of influencing the mindset of people belonging to a particular nation. Thus, such types of
channels are explained in a brief manner as follows:-
Broadcast Channel: This is regarded as one of the most effective channels for executing
public diplomacy. This encompasses the conventional form of media inclusive of radio as well as
television. This is acknowledged to be an effective way through which networking is set with
foreign public by government of any country. This channel has been used by European Union
over the course of time for setting communication with people of East Africa40. In this regard, it
is identified that this channel consists of a number of tools which have been utilised by the
respective political and economic union in order to spread information within people of East
Africa. Hereby, it is seen that the most popular and effective tools are BBC World Service,
Deutsche Welle, Radio France International and many more. With respect to this, this has been
38 Cremona, M. (2003). The enlargement of the European Union.
39 Mäkinen, S. (2016). In search of the status of an educational great power? Analysis of
Russia’s educational diplomacy discourse. Problems of Post-Communism, 63(3), 183-
196.
40 Senaratne, B. (2016). The importance of public diplomacy in formulating a maritime
policy for the Indian Ocean Region. Maritime Affairs: Journal of the National Maritime
Foundation of India, 12(1), 79-87.

determined that all of these tools play an essential role in developing the image of European
Union in front of the all associated nations41. It can be said that the diplomatic tools used hereby
are mainly broadcasters which promote EU within the confines of foreign countries such as East
Africa.
The rapid pace at which such companies are able to spread the news or important
information regarding a region has changed the overall practice of public diplomacy. In this
relation, it is examined that the participants of a diplomatic mission are facilitated to exhibit
sensitivity towards the effect upon public opinion of the activities they execute or the
communication they exhibit. These broadcasters also play an important role in developing a
positive as well as strong image of European Union that directly supports them in executing their
forth coming strategies and also motivating the people of other country to accept all of them in
an affirmative manner42. While observing another benefits of the support provided by foreign
broadcasting popular companies, it is ascertained that they have over the time been helpful in
influencing the interest of residents pertaining to East Africa towards EU. Also, such
broadcasting organisation help to portray such image of EU in front of the citizens which can
influence their behavioural characteristics to provide support to the respective political and social
union (EU) in future course of time in times of need.
Digital Channel: This is the channel which takes into use digital content as well as a
number of technologies to execute communication at a large scale. This provides assistance in
reaching out to a large base of audience and influencing their mindset regarding a particular item,
41 Fioramonti, L., & Mattheis, F. (2016). Is Africa really following Europe? An integrated
framework for comparative regionalism. JCMS: Journal of Common Market
Studies, 54(3), 674-690.
42 Higashino, A. (2016). A partnership postponed? Japan–EU cooperation in conflict
resolution in East Asia. Asia Europe Journal, 14(4), 435-447.

fact or concept. Relating this concept to current subject matter, it has been identified that digital
diplomacy is a new form of public diplomacy that takes into use internet, ICT and social media
as well with a view to strengthen the existent diplomatic relation. Making use of digital channel
for the purpose of facilitating public diplomacy ensures greater access to data and larger
communication among companies and persons. In this relation, the progression of websites via
embassies, foreign ministries and delegation of global companies is now considered as a
universal practice. Hereby, the websites of foreign ministries tend to act as medium for recording
the national foreign policy43. Hereby, social media acts as one of the most effective tools for
public diplomacy. This provides a platform to execute communication at a large scale level and
influence the foreign public to portray a positive image of any region. Digital channel via the
usage of social media as the tool is taken into use by government of EU to gain the attention of
people of East Africa. In addition to this, it has also been seen that EU makes use of social media
platforms such as Twitter, Facebook, Instagram, YouTube, Periscope and Snapchat for building
communication with citizens pertaining to East Africa.
Digital diplomacy provides extensive assistance in propelling its foreign policy goals,
extending global arrangement, thereby influencing individuals that have never gained access to
any of the embassies across the globe44. Direct public communication together with the inclusion
of non state actors makes the nations utilize online networking as an approach to keep up
authenticity and create or reinforce connections in an evolving world. The expenses of utilizing
43 White, B. (2017). Understanding European foreign policy. Macmillan International
Higher Education.
44 Ikosa, M. M. (2013). The selected perceptions of public relations practitioners about the
Public Relations Institute of Southern Africa (PRISA) Namibia (Doctoral dissertation, Cape
Peninsula University of Technology).

social media are declining rapidly owing to the constant progressions taking place in
technologies. Further, it is seen that digital diplomacy do not need heavy financial investment.
This directly makes it easier for the East African nation to develop their knowledge of European
Union and its associated culture. It also promotes western culture of EU countries in East Africa
nation. As a result, this will develop good image of EU across all East African nation which
influences interest of localise people towards respective culture of EU associated nations.
What are the perceptions of East Africans towards these diplomatic tools/channels
employed by EU?
East African people perceives these stated tools or channels in different manner which
are employed by European Union. Here, it has been determined that localise people of East
Africa has different views towards EU and its employed tool. Few of the perception present by
East African are stated below:
 At first, it has been determined that people of East Africa have observed from news
channels and other public broadcaster that EU is providing support to refugees and other
struggler so that they can resettle down effectively within the nation. In most of the cases,
EU is providing support to the nation which are going through numerous of crisis. These
crisis have not only affected lifestyle and shelter of refugees but also have forced them to
leave their nation in order to save their life in proper manner45. By observing all these
news, some of the East African people believes that EU is performing all these activities
for developing their soft image across the world. These people also believes that EU is
also indulging into several more activities which can considered under public welfare
45 Ageeva, E., & Foroudi, P. (2019). Tourists' destination image through regional tourism:
From supply and demand sides perspectives. Journal of Business Research, 101, 334-348.

zone. As a result, it can be said that by making use of social media and other public
broadcaster to make strong image of EU. On the other hand, some other people actually
believes that the whole news is not at all fake as these public broadcaster are trust worthy
and shows only those news which is true.
 At next, it has been determined some of East African people also believes that European
Union is making many strategy and policies which are women oriented46. The main
motive of these policies is to promote women empowerment and provide them support
and help them in their effective establishment in rightful.
 While talking about perception presented by few individual have stated that usage of
social media tool as diplomatic tool from European Union side is not that much reliable
as people are not trust on social media due to the past experience of people towards it. In
addition to this, these people have also expressed that social media is not expressing
actual information in the right form. Along with this, there are probable chances that
people who are not in favour with European Union might also present and place negative
comment over its activities. This might be perceived negatively by localise people of East
Africa. As a result, there are probable chances that in future whenever collaboration of
these union will take place then they will not get support of local people.
 On the contrary, while discussing about Radio France International it can said that local
people of East Africa does not rely upon the information or the news material stated by
Radio France International47. This is so because according to them what so ever
information mentioned on news channel is not that trust worthy as EU can easily
46 Thomas, P., Van de Fliert, E., & van de Fliert, E. (2014). Interrogating the theory and
practice of communication for social change: The basis for a renewal. Springer.

popularise their positive side on the radio channel in order to influence interest of foreign
public. Here, many of East African people believes that EU is having strong command
and access over the member countries along with the businesses which run within this
range. By making use of this command EU can easily convince its associated news
channels and radio broadcaster to represents themselves in such a manner in front of
other nations that will influence to them to actively engage in their foreign policies.
While developing knowledge on the other side of the same diplomatic tool it can be said
that local people of East Africa does not rely upon France radio channel according to
them it belongs to the completely different region which is not trust worthy for them at
all. Therefore, it has been determined that perception of East African people towards
Radio France International is not positive.
Public Diplomacy in East Africa as a region. For instance, what is the region’s public diplomacy
agenda? How do they strategize to achieve it? Possible barriers, and solutions at disposal?
East Africa’s public diplomacy agenda:
If it is talked about public diplomacy in East Africa, then it is being considered as one of
the crucial practice that in every six months, the mission of region's public diplomacy gets
changed considering the cooperation of media with the end goal of sharing the condition of states
according to the portrayal of different countries of East Africa like Kenya, Rwanda, Tanzania,
South Sudan, Burundi and Uganda48. In the end of 2011, H.E Ambassador, featured issues of
47 Sewnet, S. (2019). Practice and Challenges of Promoting Major Tourism Destinations
in Awi Administration Zone(Doctoral dissertation, Addis Ababa University).
48 Kerr, P., & Wiseman, G. (2017). Diplomacy in a globalizing world. Oxford University
Press.

mutual relations of both the nations (Ethiopia along with the Djibouti)49. At the Multilateral level
the planning on COP 17 as the board of trustees of 10 in the end of November where there are
number of issues of worry to different countries of East Africa like Kenya, Rwanda, Tanzania,
South Sudan, Burundi and Uganda including second promise to Kyoto; financing for adjustment
just as arranging modalities50. For this situation the change of UNEP into a specific UN Agency
that keeps on being domiciled in different countries of East Africa like Kenya, Rwanda,
Tanzania, South Sudan, Burundi and Uganda is basic. On provincial front, the issue of Somalia
has been under extraordinary dialogues at the AU on the Somalia activity in the light of the new
condition of play on the ground. It is the desire for number of East African nations that this
dialogue which finished in the considerations between the TCC for AMISOM, UNDPKO and
accomplices in the end of November 2011 will come full circle into a choice of the UNSC on
upgrading the command and operational ability of AMISOM to embrace its full order in
Somalia. Another example that can be taken into consideration of Contemporary Chinese
engagements in Africa, where east african countries were pretty much excited for Chinese
government to engage African governments and citizens. This is where, the basic purpose of this
agenda was to propose a proactive approach by China for effective public diplomacy in
Zimbabwe.
Under this, if it is talked about the region’s public diplomacy agenda of Somalia then
parliament of Somalia has kept it's focus on embracing number of goals in relation to sustainable
development. It has also been found that, there are number of sections like Somalia, a region
49 Carlsnaes, W., Sjursen, H., & White, B. (Eds.). (2004). Contemporary European foreign
policy. Sage.
50 Melissen, J., & Sohn, Y. (Eds.). (2016). Understanding public diplomacy in East Asia:
Middle powers in a troubled region. Springer.

within the East Africa has also pursued its Foreign Policy related objectives that are directly
linked with bilateral trade and political, environmental and cultural agreements with all countries
and organizations.
Here, the strategy that has been taken into consideration to enhance the relations with
other countries considering the public diplomacy and i.e. multilateralism. Basically, nations like
Rwanda, Tanzania, South Sudan, Burundi, Uganda and Kenya (East African nations), has
engaged itself in South-South cooperation and similar approaches, and also it has participated
within multilateral organizations as well, which promoted themselves at international level 51.
Away with this, it has also been found that Somalia has also continued to develop the Foreign
Policy as well, which is directly linking with number of objectives that are connected to robust
engagement with the World Trade Organization and other efforts to create a predictable,
transparent and enabling environment for fair multilateral trading. Including this regional based
public diplomacy of East Africa has also recognized itself in relation to the need to clamp down
on illegal businesses (drugs, weapons smuggling and piracy).
Strategies to attain the public agenda:
In the case of Africa, the strategy has seen China expanding the number of bureaus for
established media such as Xinhua and China Radio International (CRI) as well as setting up new
media outlets such as China Central Television Africa (CCTV Africa), and China Daily in 2012
This has helped East Africa in improvising the overall internal certification systems to
enhance the greater economic links with the globalizing economy52. On the other hand, if it is
51 Morozov, V., & Simons, G. (2020). Russia’s Public Diplomacy in the Middle East.
In Russia's Public Diplomacy (pp. 233-256). Palgrave Macmillan, Cham.
52 Snow, N., & Cull, N. J. (Eds.). (2020). Routledge handbook of public diplomacy.
Routledge.

talked about Kenya which can be considered as a good example of East African country then it's
issues of bilateral relations are also been undertaken considering high measures while developing
relations with TFG and some of these are presented underneath:
 With the help of TFG, Kenya (East African country) has also effectively continued to
push itself and supported, where the opening of its border along with the number of
facilities were also supported so that administration of TFG can stay up to date.
 Including this, there are number of other sections as well that came in front where Kenya
opened it's borders with Somalia so that their people could effectively cross the borders53.
Along with this, currently Kenya (East African nation) also hosted camps and these are
Reguee in all over the areas so that approximately 600,000 Somali Refugees could
sustain within the market for a longer period of time54.
Including this, it is said that there are number of barriers in relation to Public Diplomacy
in East Africa as a region that came in front are:
Fled violence: This is said to be one of the crucial challenge that came in front, which
impacted upon the agenda as well because, there are many cases that came in front which
impacted negatively55. This could be understood with a good example of Kenya and Ethiopia
where, ample number of Ethiopians spread violence, where Kenya's military took action against
53 Wu, Y. H. (2018). Framing a sinocentric narrative? China's public diplomacy in Africa
through global regional and bilateral lenses (Doctoral dissertation, University of
Pretoria).
54 Kragh, M., & Åsberg, S. (2017). Russia’s strategy for influence through public
diplomacy and active measures: the Swedish case. Journal of Strategic Studies, 40(6),
773-816.
55 Lai, S., & Zhang, L. (2019). Public diplomacy of the European Union in East Asia.
In The European Union in the Asia-Pacific. Manchester University Press.

them. This particular issue was resolved by activists along with the residents as well of both the
nations.
Public diplomacy in East Africa at a country level, that is, what is public diplomacy of the
respective countries.
Public diplomacy popularly known as people's diplomacy refers to any kind of
government-sponsored attempts mainly aimed at communicating and interacting directly with the
foreign individuals. It has also been said that public diplomacy consist of all those official
attempts and efforts in order to convince targeted sectors for a specific topic. In addition to this,
it has also been said that idea behind the development of effective public diplomacy framework
because the study as well as practice was not there before in the area of Africa56. It is said that
there are mainly two types of public diplomacy where one of them is known as branding and
cultural communication and on the other hand second type is sometimes another type is political
advocacy.
Number of East African countries that hold their agenda in regards to public diplomacy is
given underneath:
Country Names
Rwanda
Tanzania
South Sudan
56 Cull, N. J. (2019). The Tightrope to Tomorrow: Reputational Security, Collective
Vision and the Future of Public Diplomacy. The Hague Journal of Diplomacy, 14(1-2),
21-35.

Burundi
Uganda
Kenya
In the recent years, it has been analysed that public diplomacy play very essential role in
various countries so that positive environment will be created in order to attain ample number of
growth opportunities57. Apart from this, it has also been concluded that Africa is one of the
highest number among the countries who mainly operates under a well manner diplomatic
system. In addition this, it is said that across the African continent governments or various legal
authorities are embracing their diverseness among as well as across the country border. Along
with this, the also use it as a medium in order to foster different types of exchanges58.
Furthermore, it has been analysed that public diplomacy encourage country's interest with a
single emphasis on the nation's investment, tourism as well as trade promotion. With the help of
this, overall growth of the country will be enhanced so that they can grab ample number of
opportunities at both national and international level. Public diplomacy at country level is
something where, official government efforts to shape the communications environment
overseas in which American foreign policy is played out, in order to reduce the degree to which
57 Snow, N., & Cull, N. J. (Eds.). (2020). Routledge handbook of public diplomacy.
Routledge.
58 Melissen, J., & Sohn, Y. (Eds.). (2016). Understanding public diplomacy in East Asia:
Middle powers in a troubled region. Springer.

misperceptions and misunderstandings complicate relations between the Africa and other
nations59.
If it is talked about the table of East African countries against their own diplomatic
agendas like East African Community (EAC), has made their agenda to take into consideration
of importing clothes along with the shoes as well. With the help of this, it can easily be said that
they have encouraged local production and development within member countries: Burundi,
Kenya, Rwanda, Tanzania and Uganda. But later on, it was found that community did not
followed the same, which made countries like Kenya, Tanzania along with the Uganda against
them.
It has also been analysed that the alteration of East Africa from the social policy which
have been viewed as an attractive and effective public diplomacy which mainly serves another
African countries60. This will assist both the countries in order to enhance their economic system
as well as living standard of individuals located within the country. With the help of effectively
implementation of Public diplomacy as well as working under diplomatic system, country will be
able to gain ample number of opportunities at the market in both domestic as well as
international level. In regards to this, the strategy that was built to complete the agenda was to
start imports, because considering this it is said that public diplomacy would directly get
improvised with other continents like Asia, Europe and so on.
59 Rogers, T. R. (2019). Casualty of Design: An Exploration of the Zeniths and Nadirs of
American Public Diplomacy.
60 Huijgh, E. (2019). Changing Tunes for Public Diplomacy: Exploring the Domestic
Dimension. In Public Diplomacy at Home (pp. 32-51). Brill Nijhoff.

On the other hand, there are some of challenges that came in front are: decrease among
cost of clothing will hit east Africa’s many high-income based customers61. Including this, it is
also said that reduction based on the import would directly lead SMEs of East African countries.
Away with this, another major challenge which was identified was tax rates that were utilised on
clothing imports, where introduction could effectively be taken into consideration outright ban,
this could subsidise local production and increase local manufacturing capacity. On the other
hand, it can easily be said that simplicity in relation to working together would lead the
individuals to separate EAC nations where resolution of the whole strategy has helped Rwanda
in making the element much more serious and improvised the business goal of the whole region
of East Africa, rising 22 spots from 67 of every 2009 to 45 (out of 183 out of 2012). Kenya's
business condition had the best misfortune by dropping 14 places over the period while Tanzania
enlisted a slight improvement of four spots62. Burundi increased seven positions and Uganda
dropped by 12 spots. Therefore, these are said to be some of the expectations which were
fulfilled in an effective manner.
CONCLUSION
Considering the information, it is said that for business nations it is vital to consider all
the number of elements that are directly linked with economical, political and other factors.
61 Kragh, M., & Åsberg, S. (2017). Russia’s strategy for influence through public
diplomacy and active measures: the Swedish case. Journal of Strategic Studies, 40(6),
773-816.
62 Vanc, A. M., & Fitzpatrick, K. R. (2016). Scope and status of public diplomacy research
by public relations scholars, 1990–2014. Public Relations Review, 42(3), 432-440.

Through this, agendas could effectively be attained in specified time frame because, number of
elements like communication policy along with the strategies would effectively engage number
of relevant elements like perceptions, cultures and aspirations.