A Marketer Diplomat
A Marketer Diplomat
Achmad Djatmiko
Minister for Foreign Affairs, Retno Marsudi has highlighted that the Indonesian forein policy for
the next five years will be prioritized on safeguarding the sovereignty of the country; enhancing
the so-called border diplomacy particularly related to the maritime boundary; improving the
protection of Indonesian citizens and legal entities abroad; and improving the economic
diplomacy.
Apart from those priorities, there is another important point targetted in the policy concerning the
performance of our diplomacy. The Minister mentioned that we should have a more active
economic diplomacy so that there is a need to change the mindset of foreign service officer
(diplomat). It is still not clear yet what kind of mindset would be. in addition, it is also hoped that
diplomat should be a marketer.
From the perception of foreign service officers (diplomats), the policy could be regarded as no
other than a direction for their five-year steps ahead. They are already very familiar with all the
prioritized issues mentioned so that there is no need to get used to it since all issues are already
in hand. They are to follow the direction decided with new priorities inside. Instruction-based
programs and activities are with them.
According to Ronald Peter Barston (2006), diplomacy usually refers to the conduct of
international relations through the intercession of professional diplomats with regard to issues of
peace-making, trade, war, economics, culture, environment, and human rights. Relating to the
economic diplomacy, we may say that it is the conduct of international relations through the
intercession of professional diplomats on economic issues. This is to say that economic
diplomacy deals with economic issues in international relations involving diplomats as
intercessor.
In dealing with economic issues, as well as with other issues in international relations, all
stakeholders should be there to involve, while diplomat plays its intercessional role in
accordance with its profession. Within this framework, a diplomat could play as a marketer since
he/she represents the interest of his/her country. It is very obvious that playing a marketer-like
role is always there. However, diplomat is not the main actor and he/she is not a real marketer.
All stakeholders should be hand-in-hand to support in gaining the target.
To my knowledge, the so-called supporters or stakeholders come from domestic sides, not only
concerning economic actors and business community but also legal certainty, condussive
business environtment, fair policy, as well as infrastructure. Diplomat is there as a marketer in
economic diplomacy, playing its intercessional function with a fully supported team of domestic
stakeholders.
With regard the mindset of diplomat, it is not an easy task to change. It is something to do with
„the men behind the gun‟, concerning individual expertise as well as professionalism of
diplomats that will affect the quality of Indonesian diplomacy in the framework of the national
interest. It concerns not only intelectual and individual skills of foreign service officers but also
on their knowledge and understanding of their own country.
Foreign service officers have their “old fashion” practice of having instruction-based programs in
carrying out their function. This practice is no longer justifiable and not in accordance with the
policy towards a more active diplomacy. The officers should move forward to have a more
creative, innovative and pragmatic programs. If the “blusukan” (on the spot and spontaneous
visit) system is to follow, it is related to individual approach to all communities in the receiving
country.
It might be that from now on, the programs should be involving more individual dimension
rather than an institutional one. Economic diplomacy should no longer be reflected in having
trade expo dan exhibition programs, conducting a bazaar, and business matching activities, as
well as holding a seminar. Those are all too formal. Diplomats are now challenged to perform its
personal creativity, come up with new ideas and follow the „business as unusual‟ habit.
Individual capacity should be equipped more in dealing with new habits of creativity. They
should be knowledgeable about all economic-related matters of the country as well as be familiar
with all eonomic potentials of each province. Visiting as many provinces as possible in order to
have networking and sense of economic officers is needed. It might be of our interest that before
posting abroad, diplomat hould shave a visiting programs to some provinces as part of their predeparture briefing.
It could also be of our interest that during their tenure in Indonesia, diplomats could be posted in
provincial government office functioning as a mediating foreign affairs officer for the local
government. On the other hand, it gives diplomats an opportunity to learn and be more familiar
with eonomic interest of the region concerned. Within this framework, networking could be
established more effectively between the said diplomat and local stakeholders concerned.
It is likely that diplomat could play a role of marketer, but not the real one. Professional diplomat
has its own function and duty accordingly. According to article 3 of the 1961 Vienna
Convention, the functions of a diplomatic mission are representing the country, protecting the
interests of the country, negotiating with the Government of the receiving State; reporting and
promoting friendly relations. Apart from that, as instructed by the Government, that would be an
additional functionl.
To successfully play the function of marketer, diplomat should be fully supported by its domestic
stakeholders. He/she is not a superhero that can do everything alone. Additional function needs
additional supports to succeed. Instructing diplomat to be a marketer is not neglecting the
important roles of other economic actors. All should come together in a solid team to promote
economic diplomacy for the benefits of the country.
The writer is a senior staff at the Center for Education and Training, Ministry of Foreign
Affairs. This article is his personal opinion and doesn’t necessarily reflect opinion of the
Center.
Achmad Djatmiko
Minister for Foreign Affairs, Retno Marsudi has highlighted that the Indonesian forein policy for
the next five years will be prioritized on safeguarding the sovereignty of the country; enhancing
the so-called border diplomacy particularly related to the maritime boundary; improving the
protection of Indonesian citizens and legal entities abroad; and improving the economic
diplomacy.
Apart from those priorities, there is another important point targetted in the policy concerning the
performance of our diplomacy. The Minister mentioned that we should have a more active
economic diplomacy so that there is a need to change the mindset of foreign service officer
(diplomat). It is still not clear yet what kind of mindset would be. in addition, it is also hoped that
diplomat should be a marketer.
From the perception of foreign service officers (diplomats), the policy could be regarded as no
other than a direction for their five-year steps ahead. They are already very familiar with all the
prioritized issues mentioned so that there is no need to get used to it since all issues are already
in hand. They are to follow the direction decided with new priorities inside. Instruction-based
programs and activities are with them.
According to Ronald Peter Barston (2006), diplomacy usually refers to the conduct of
international relations through the intercession of professional diplomats with regard to issues of
peace-making, trade, war, economics, culture, environment, and human rights. Relating to the
economic diplomacy, we may say that it is the conduct of international relations through the
intercession of professional diplomats on economic issues. This is to say that economic
diplomacy deals with economic issues in international relations involving diplomats as
intercessor.
In dealing with economic issues, as well as with other issues in international relations, all
stakeholders should be there to involve, while diplomat plays its intercessional role in
accordance with its profession. Within this framework, a diplomat could play as a marketer since
he/she represents the interest of his/her country. It is very obvious that playing a marketer-like
role is always there. However, diplomat is not the main actor and he/she is not a real marketer.
All stakeholders should be hand-in-hand to support in gaining the target.
To my knowledge, the so-called supporters or stakeholders come from domestic sides, not only
concerning economic actors and business community but also legal certainty, condussive
business environtment, fair policy, as well as infrastructure. Diplomat is there as a marketer in
economic diplomacy, playing its intercessional function with a fully supported team of domestic
stakeholders.
With regard the mindset of diplomat, it is not an easy task to change. It is something to do with
„the men behind the gun‟, concerning individual expertise as well as professionalism of
diplomats that will affect the quality of Indonesian diplomacy in the framework of the national
interest. It concerns not only intelectual and individual skills of foreign service officers but also
on their knowledge and understanding of their own country.
Foreign service officers have their “old fashion” practice of having instruction-based programs in
carrying out their function. This practice is no longer justifiable and not in accordance with the
policy towards a more active diplomacy. The officers should move forward to have a more
creative, innovative and pragmatic programs. If the “blusukan” (on the spot and spontaneous
visit) system is to follow, it is related to individual approach to all communities in the receiving
country.
It might be that from now on, the programs should be involving more individual dimension
rather than an institutional one. Economic diplomacy should no longer be reflected in having
trade expo dan exhibition programs, conducting a bazaar, and business matching activities, as
well as holding a seminar. Those are all too formal. Diplomats are now challenged to perform its
personal creativity, come up with new ideas and follow the „business as unusual‟ habit.
Individual capacity should be equipped more in dealing with new habits of creativity. They
should be knowledgeable about all economic-related matters of the country as well as be familiar
with all eonomic potentials of each province. Visiting as many provinces as possible in order to
have networking and sense of economic officers is needed. It might be of our interest that before
posting abroad, diplomat hould shave a visiting programs to some provinces as part of their predeparture briefing.
It could also be of our interest that during their tenure in Indonesia, diplomats could be posted in
provincial government office functioning as a mediating foreign affairs officer for the local
government. On the other hand, it gives diplomats an opportunity to learn and be more familiar
with eonomic interest of the region concerned. Within this framework, networking could be
established more effectively between the said diplomat and local stakeholders concerned.
It is likely that diplomat could play a role of marketer, but not the real one. Professional diplomat
has its own function and duty accordingly. According to article 3 of the 1961 Vienna
Convention, the functions of a diplomatic mission are representing the country, protecting the
interests of the country, negotiating with the Government of the receiving State; reporting and
promoting friendly relations. Apart from that, as instructed by the Government, that would be an
additional functionl.
To successfully play the function of marketer, diplomat should be fully supported by its domestic
stakeholders. He/she is not a superhero that can do everything alone. Additional function needs
additional supports to succeed. Instructing diplomat to be a marketer is not neglecting the
important roles of other economic actors. All should come together in a solid team to promote
economic diplomacy for the benefits of the country.
The writer is a senior staff at the Center for Education and Training, Ministry of Foreign
Affairs. This article is his personal opinion and doesn’t necessarily reflect opinion of the
Center.