Ambassadors Discuss Media’s Role In Influencing Diplomacy At Saudi Media Forum

RIYADH, Feb 3 (Bernama-SPA) -- The second day of the fifth Saudi Media Forum featured participation of a number of ambassadors accredited to Saudi Arabia in a panel discussion on the role of media in shaping public perception and enhancing states’ soft power.

Saudi Press Agency (SPA) reported that Ambassador of Djibouti Dya-Eddine Bamakhrama noted that the Kingdom provides a prominent model in influence diplomacy by organising international forums and investing in culture and sports, particularly football, which has helped project the Kingdom’s presence worldwide.

He emphasised that the success of media and diplomatic discourse depends on credibility and trust, observing that digital media today exposes falsehoods more quickly, and that only an honest narrative can effectively influence public opinion and build sustainable relationships.

Ambassador of Spain Javier Carbajosa Sanchez stressed that the relationship between media and diplomacy is a longstanding one and has become increasingly complex and influential in the era of modern communications and social media.

He emphasised that the media has never been merely a transmitter but rather an active and influential actor, noting that political work cannot be separated from managing media presence.

Ambassador of India Dr Suhel Ajaz Khan underscored that building mental images and shaping impressions constitute the essence of public and cultural diplomacy, noting that delivering the right message to the right audience is the key to influence.

Ambassador of South Africa, Mogobo David Magabe, highlighted that mutual respect and dialogue constitute a fundamental pillar of diplomatic work.

-- BERNAMA-SPA