Exploring the act of diplomacy and the implication of communication in good governance

EXPLORING THE
ACT OF DIPLOMACY
& THE IMPLICATION
OF
COMMUNICATION IN
GOOD GOVERNANCE
Dr. Oyewole O. Sarumi
Senior Partner,
Teaching & Learning Strategies, Lagos
Tel: 0803 304 1421,
E-mail: tlstrategies@gmail.com

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Prepared by Dr. Oyewole O. Sarumi Senior Partner, Teaching & Learning Strategies, Lagos
Tel: 0803 304 1421, E-mail: tlstrategies@gmail.com
EXPLORING THE ACT OF DIPLOMACY & THE IMPLICATION OF
COMMUNICATION IN GOOD GOVERNANCE
Introduction
Prevailing views on good governance centre upon concepts of capability, accountability and
responsiveness. They focus on the need for the full participation of citizens and civil society
actors in governance and are predicated on the effective flow of information and dialogue
between citizen, governments and other actors.
By situating communication, information dissemination and dialogue as key components of
governance, a positive correlation between communication and good governance is tacitly
assumed. If the above is going to be effectively done, diplomacy will play an active role as the
lubricant to ensure the positive flow of information and dialogue between government, citizen
and organisations.
Communication plays a number of roles in fostering good governance. It can:
 Improve communities’ ability to identify and articulate their needs and to measure
government performance.
 Improve citizens’ understanding of their rights and build their capacity to engage in
public dialogue and public affairs.
 Provide citizens with direct information on the performance of government and the
information required to hold government to account.
Better communication between citizens and states has also been credited with encouraging
government responsiveness to citizens’ demands and resulting in better public services.
This communication between citizen and state cannot be realised directly and must be facilitated
by intermediary actors.
Creating the ideal public sphere for good governance requires an active and inclusive civil society
and a self-regulated, professional media sector; both of which are able to interact effectively with
each other and with the state.
REVISITING THE CONCEPTS - “Diplomacy”, “Communication” and “Governance”
DIPLOMACY
The ability to assert your ideas or opinions, knowing what to say and how to say it without
damaging the relationship by causing offence.
Prerequisites for Successful use of Diplomacy
The effective use of diplomacy relies on the following key skills: A high level of common sense,
Good judgement and practice, Active listening, Emotional intelligence, Showing empathy,
Assertiveness, Rapport and Politeness.
COMMUNICATION
Communication plays important role in governance
Communication=process of sending information via medium to receiver who sends feedback on
information received.

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Communication Types: 1.Mass (large
segment of receivers) 2.Interpersonal (small
segment of receivers)
Objectives of Communication - 1.Inform
2.Persuade 3.Resolve 4.Clarify 5.Influence
Objectives are two way (Sender/Receiver)
Communication Media
Physical media
 Person who is talking can be seen and heard by the audience
 Not only hear the messages but also to see body language and feel the climate
 Does not need to be two way channel
 Especially used when dealing with high concern messages - organizational change or
down sizing
Examples of Physical media
 Large meetings, town hall meetings
 Department meetings (weekly meetings)
 Up close and personal (exclusive meetings)
 Viral communication or word of mouth
Mechanical Media
 Second of the two types of communication medium
 Written or electronic channels
 Used as archives for messages or for giving the big picture and a deeper knowledge
 Examples of Mechanical media - Radio/TV, E-mail, Weekly letters or newsletters,
Personal letters, Billboards, Magazines or Newspapers, Social media
GOVERNANCE
Defining Governance - Governance can be understood as:
The rules that regulate the public realm – the space where state as well as economic and societal
actors interact to make decisions……and the processes and institutions, both formal and
informal, through which public authority is exercised
Communication
Channels
Physical Media
Mechanical
Media

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The UN-Agency of The Economic and Social Commission for Asia and the Pacific defines
governance in general as “the process of decision-making and the process by which
decisions are implemented (or not implemented)” (UNESCAP, 2013).
The World Bank points out “the capacity of the government to effectively formulate and
implement sound policies” (Worldbank,2013).
“Good Governance” Agenda
Term emerged in 1990s from growing concerns about governance.
“Good Governance” defined as essential to promote development, build capacity, and combat
poverty (e.g. UN, Commission for Africa, DFID, World Bank, Commonwealth Secretariat, etc.)
Concept of “good governance” is broad but there is agreement on several key principles
Governance Revisited…
The United Kingdom Department for International Development (DfID) defines good
governance as ―… not just about government. It is also about political parties, parliament, the
judiciary, the media, and civil society. It is about how citizens, leaders and public institutions
relate to each other in order to make change happen.
Explaning Good Governance
World Bank: Good governance entails sound public sector management (efficiency, effectiveness,
and economy), accountability, exchange and free flow of information (transparency) and a legal
framework for development (justice, respect for human rights and liberties).
DFID Good Governance is defined focusing on legitimacy (government should have the consent
of the governed), accountability (ensuring transparency, being answerable for actions and media
freedom), competence (effective policy making, implementation and service delivery), and
respect for law and human rights.
Towards Good Governance
Good Governance…widely contested terms
Provisionally=process & structure of
decision-making & implementation in
organizations, states or communities.
Good governance includes management of
resources for effectiveness and equitable
distribution.

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Governance: Operation of 3 Key Actors –Governance goes beyond government
Good Governance Indicators
1.Voice & Accountability (Democracy, Participation)
2.Political/Organizational/Community Stability and Absence of
Violence/Disruption/Resistance
3.Government/Organizational/Community Effectiveness (Service Delivery)
4.Regulatory Quality (Service Delivery)
5.Rule of Law
6.Control of Corruption
Characteristics of Good Governance
□ Accountability
□ Key requirement of Good Governance
□ Applicable to government, civil society and private sector
□ Types : Political, legal, administrative and social accountability
□ Components :Answerability, sanction, redress, and system improvement

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□ Transparency
□ Free flow of information
□ Accessibility of information to those affected by decisions taken in governance
process
□ Responsiveness
□ Citizen orientation, citizen friendliness
□ Timely delivery of services
□ Redress of citizen grievances
□ Effectiveness and efficiency
□ Optimum use of resources
□ Competency and performance of civil servants
□ Result orientation
□ Rule of law
□ Fair legal framework
□ Impartial enforcement machinery
□ Independent judiciary
□ Participation
□ Cornerstone of Good Governance
□ Opportunities for citizens to participate in decision making, implementation and
monitoring of government activities
□ Freedom of expression and association, organized civil society
□ Equity and inclusiveness
□ All groups, particularly the most vulnerable, have opportunities to improve or
maintain their well being
□ Equal opportunities for participation in decision making process
□ Consensus Orientation
□ Mediation of different interests in society to reach a broad consensus on
□ What is in the best interest of the whole community
□ How this can be achieved

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Strategies for Good Governance
□ Reorienting priorities of the state through appropriate investment in human needs, and
provision of social safety nets for the poor and marginalized
□ Strengthening state institutions
□ Introducing appropriate reforms in the functioning of Parliament and increasing its
effectiveness
□ Enhancing civil service capacity through appropriate reform measures that matches
performance and accountability
□ Forging new alliances with civil society organisations
□ Evolving a new framework for government-business co-operation
Critique of Good Governance
□ Need contextual understanding
□ Good Governance – Neo liberal thrust + Globalization
□ Tendency to depoliticize government
□ Reduce the art of governing to an apolitical and technical exercise
□ Ambiguous definition of good governance
□ ‘Good’ in Good Governance is subjective and is subject to interpretations
□ Who defines what is good ?
□ Over emphasis on governance indicators and quantification
□ "Not everything that can be counted counts, and not everything that counts can
be counted“ - Albert Einstein
□ Good governance institutions do not guarantee automatic reduction of poverty and
sustainable development
□ Tendency to do governance without government
□ PPPs, NGOs (non-state actors) – unaccountable, invisible
Communication in Good Governance
1) 1.Creates flow of information between the governors and the governed

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2) 2.Promotes dialogue between the governors and the governed
3) 3.Enables the governors to influence opinions, attitudes and behavioural change of the
governed
4) 4.A voice for the governed to be heard by the governors
GOOD GOVERNANCE IN NIGERIA
What we have presently and how they are operating…… for GG
1. Executive
President
Vice President
Cabinet Ministers (FEC)
NEC
All the MDAs
All public employees
Others???
2. Legislature
The Senate members - 109
The Members of HOR - 360
The Clerks of the 2 Chambers
All Standing committees – over
100
Oversight functions of MDAs
3. Judiciary
The Supreme Court
The Court of Appeal
The Federal High Courts
The State High Courts
The Magistrates/Alikalis
The Customary
Courts/Sharia Court
4. Auditor General’s
Office
Constitutionally independent
Operationally dependent on
Executive
Report submitted via the
Executive
Limited performance audit –
mainly regularity &
compliance
Delayed submission
Audit/ Accounting functions
5. Anti Corruption
Commissions
EFCC, ICPC, CCB, CCT etc.
Legally independent
Dysfunctional/Bounds
Inadequate resources
Poor human resources
Subjugation of rules and
policy
Lack of political willingness
to prosecute
6. Election Commission
(INEC)
Constitutionally
independent….but?
Get funding directly
appropriated by the
legislature…..but?
Lack of capacity to expedite
election irregularities
REC/National
Commissioners post still
vacant
Lack of Political will, better
now…. But?
7. Civil Service
Several cadres & other
services
Insensitive and bureaucratic
Political, unhealthy service
conditions for junior cadres
Merit is not primary
criterion- (Federal Character
quota is Alive)
No whistle blower’s
protection
8. Political Parties
About 40 are legally
registered.
Representation of the people
order.
There is no compliance of
election expense return and
even fund source
False public disclosure by
most parties
Funds used illegally – buying
votes.
9. Civil Society
Growing & vibrant
NGO’s role is also increasing
Few advocacy/human right
groups
Environment & Women’s
rights groups
Some are politically inclined
which…….

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Many are very weak and
without ideology
10. The Media
 Over 500 radio/TV stations , over 50 million online, 100 newspapers and magazines
 Freedom of press constitutional
 There are still restrictive laws….
 Media ownership is now more private, but still tribal, sectional…..
 Many Reporters without borders….
 Use of advertising for revenue generation…….. ……compromise very high……
 The FOI Bill ….. Any effect???
11. Politics
Politics is the process of making uniform decisions applying to all members of a group. It also
involves the use of power by one person to affect the behavior of another person.
Politics usually refers to how a government wants to run its own affairs and how it interacts with
other states.
12. Human Rights
Human rights are rights inherent to all human beings, whatever our nationality, place of
residence, sex, national or ethnic origin, colour, religion, language, or any other status. We are all
equally entitled to our human rights without discrimination. These rights are all interrelated,
interdependent and indivisible.
Obstacles of Good governance
a) Ignorance
b) Corruption,
c) Politicization of administration,
d) Weak democratic institutions,
e) Ineffective parliament,
f) Absence of the rule of law and
g) Absence of meritocracy etc.
Improving Governance through Strategic Communication: The Public Sphere, Media and
Civil Society
Here, we shall first review the Art of Diplomacy in Effective Communication. It was Lao-Tzu, the
Chinese philosopher that said: “Respond intelligently, even to unintelligent treatment.”
Diplomacy and Tact are methods used to aid effective communication, especially during
negotiation and when attempting to be persuasive or assertive. When deploy appropriately,
diplomacy can lead to improved relationships with other people and are a way to build and
develop mutual respect, which in turn can lead to more successful outcomes and less difficult or
stressful communications.
Tact and diplomacy - Skills centred around an understanding of other people and being sensitive
to their opinions, beliefs, ideas and feelings. Effective use of such skills comes from being able to

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sense accurately what another person is feeling or thinking at any given time and then responding
in such a way as to avoid bad feelings or awkwardness, whilst at the same time asserting or
reflecting your own ideas and feelings back in a delicate and well-meaning fashion.
All people and all communication situations are unique. Developing effective tact and diplomacy
skills requires practice and good judgement. These skills are not limited to use in formal
communications, such as in the workplace: tact and diplomacy are also important when
developing and maintaining friendships, romantic relationships and relationships in the family.
We all have to communicate painful or sensitive information at some point in our careers. And,
while it's important to tell the truth, we need to think about how we do it. Tact allows us to be
honest, while respecting a person's feelings.
When we communicate tactfully, we can preserve relationships, build credibility, and
demonstrate thoughtfulness. Here we will examine what tact is, and we'll look at how you can
develop this important quality.
 “Communication is to diplomacy as blood is to the human body. Whenever
communication ceases, the body of international politics, the process of diplomacy, is
dead, and the result is violent conflict or atrophy”. -Tran, Van Dinh (1987)
Defining Diplomacy or Tact….
…..the ability to assert your ideas or opinions, knowing what to say and how to say it without
damaging the relationship by causing offence.
Tact is the ability to tell the truth in a way that considers other people's feelings and reactions. It
allows you to give difficult feedback, communicate sensitive information, and say the right thing
to preserve a relationship. Tact encompasses many things, including emotional intelligence,
respect, discretion, self awareness, thoughtfulness, compassion, subtlety, honesty, diplomacy,
and courtesy.
Tact is the art of making a point without making an enemy.- Isaac Newton
Diplomacy is the art of letting somebody else have your way. - David Frost
Why is Tact/Diplomacy Important? The ability to communicate with sensitivity and diplomacy
offers many benefits:
1) Tact is important when you have to deliver bad news or provide critical feedback,
whether in personal or professional situations.
2) Communicating tactfully strengthens your reputation and builds your credibility.
3) It allows you to preserve existing relationships and build new ones.
4) A tactful approach shows character, maturity, professionalism and integrity.
5) Tact also demonstrates good manners. If you can communicate with grace and
consideration, you'll stand out from the crowd, and you'll get noticed for the right
reasons. This can lead to career opportunities.
6) Tact can help you to avoid conflict, find common ground, and allow others to save face.
7) It can therefore be an important asset in negotiations and in conflict resolution.

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1. The Public Sphere
The public sphere was first conceptualized by Jürgen Habermas (1984) as the locus of free, open
and informed public discourse.
The public sphere - the locus of discussion and deliberation, where citizens come together to form
public opinion, is at the center of participatory approaches to development via democracy.
Within this sphere, arguments and reason prevail over status and tradition, allowing decisions to
be made through a fair, democratic process. A public sphere adequate to a democratic polity
depends upon both quality of discourse and quantity of participation.’
2. Civil Society
Societies with dense networks of civic associations, even if the majority of them are not overtly
political, are more likely to have high levels of reciprocal trust and efficacy.
Participation in civic associations has been shown to increase trust between citizens, a process
that then enhances political self-confidence by improving tolerance and negotiation and problem-
solving skills.
Civil societies in developing countries in Latin America and Eastern Europe have been credited
with democratizing society ‘from below’, while also pressuring authoritarian regimes for change.
The role that civil society can and will play depends upon the larger political setting.
The importance of state-civil society interaction =>the institutional framework – which exist and
flourish. Through effective use of communication strategies, CSOs can cultivate and strengthen a
public sphere that holds its government accountable, and facilitates the development of a society.
THE MEDIA
What is media? Media is a umbrella term, which covers several medium- print, television, radio,
internet, etc. Content wise Media can cover news, entertainment and education.
Media And Public Opinion
TVs, Radio, political debates, Newspapers’ surveys, Investigations, Web-sites, Blogs, Polls,
Facebook, Twitter, etc. are means informing the people about: the main challenges (economic,
social, etc. at international/domestic levels), how the government is facing these challenges, how
families and citizens are affected by the situation and react to these measures.
A nation’s media system is integral in nurturing a well functioning public sphere, and is an
invaluable part of good governance because of its promotion of dialogue, its stimulation of a
responsive and well-informed civil society, its role as political and governmental watchdog and
its agenda-setting function.
The World Bank sees free, plural and independent media systems as playing a major role in laying
down the institutional infrastructure that enables dialogue and the organization of public
interests, both nationally and internationally.
Media systems also dictate the framing and agenda setting of information dissemination.
Framing is the process through which a particular issue is presented, and can influence will by
highlighting certain issues or aspects of an issue, and deemphasizing others.

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Agenda setting works much in the same way, and describes the ways that media, public and
political agendas influence which issues are considered important.
Media and Good Governance
Media is most influential institution today
The NBC had in the last 20 years licensed 402 operational broadcasters, out of which 123 are
privately owned. Over 90 million Nigerians are online.
SOCIAL MEDIA - Social Media and Governance
 SM=media created by new info technologies
 Social because helps people relate
 Share personal and official information
 Covers distance, space, time and people
 Can be measured more effectively
 Has feedback: comments, replies, shares, likes
 Most important: Facebook, Skype, Twitter, LinkedIn, YouTube, Email, Website
Benefits of Social Media
 Increase customers
 Create awareness of products/services
 Test perception of products and services
 Grow loyalty (retention) of client base
 Clarify existing information/misinformation
 Receive feedback on products and services
 Convert potential customers (on inquiries)
 Promote image of the organization
Social Media Ethics/Principles
1) Work with a plan (usually three months)
2) Consistence (message and schedule)
3) Be reliable (offline action same as on-line communication)
4) Keep messages short and effective
5) Use images
6) Share/Multiply/Recruit
7) Time-Space (allow posts to be internalized)
The Role & Implication of Diplomacy & Communication in Good Governance - Diplomacy,
Media & Good Governance
Effective Communication involves using tact and diplomacy. Good governance cannot be birth
in any nations without the use of diplomacy to communicate to the citizen, relate with CSO and
other stakeholders in the polity.
Media plays an active and important role in bringing together all parties to speak and to be heard
in the public sphere.
Communication Platforms Available: for an Effective Good Governance
Government – Citizen, Media to Government, Media to Citizen, Civil Society Organisations to

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Citizen, Media to Media, Citizen to Citizen, Government to Stakeholders etc.
NOTE: The medium or channel for these paltforms to be heard is THE MEDIA
The Essential Role Of Pluralistic Media To Understand Society
 Media analyse and explain to citizens political issues at global, European and domestic level,
 Media analyse and explain to politicians and citizens, both:
 political situations, and social reactions and behaviours.
Pluralistic information: a mediator between politicians and society.
Media works, because….
 It enjoys credibility, built over years of faith and trust
 It is perceived to be – Truthful, Unbiased, Knowledgeable, Having basic humane values,
Having a moral universe, Having social responsibility
More reasons, why media is important
It informs, It acts as a platform, forms opinion, shapes perceptions, reinforces belief, influences
people at the grass roots as well as decision makers, prompts action, can act as a catalyst in a
change process, can inflict serious damage on the reputation of a company/individual
Why Should Media Play A Role In Governance?
In democracy governance needs willingness of the people to be governed. That willingness stems
from the feeling that it is for their good. For that feeling, information is essential, Media can
provide information, shape perception and influence.
It has a stake in doing this. Its survival as an independent entity depend on this. It is also its
source of power.
WHAT ROLES MEDIA CAN PLAY IN GOVERNANCE?
 Media as a Watchdog
o It is said that sunshine is the best disinfectant.
o That somebody is watching me- is the best deterrent to lot of social maladies like
corruption
 Media as an Informer
o Democracy implies participative governance, and it is media that informs people
about various problems of society, which makes those wielding power on their
behalf answerable to them.
 Media as a Platform
o People can participate in governance
o Air their grievances
 Media as an Enabler
o Media increases people’s access to information. Information that brings them
power and prosperity.
o consumption and Development
 Media as a Public sphere
o Media as a Public sphere
o People can air and share their ideas.
o Issues can be discussed.

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o Socially responsible journalism is a struggle to gain public space within the private
sphere.
“In the present Nigerian context, media plays an important role in the exertion of power and
distribution of values”.
How can Media play its role in governance effectively? Media should be: Positive Proactive and
Informed [PPI]. This is called the PPI role of media in governance.
What can be done to help Media play its role in governance? We should consider Media as an
ally and provider of information for dissemination and don’t try to hide/mislead.
Effective Communication for Good Governance
1. Is planned
2. Achieves objectives
2. In language understood by receivers
3. Use appropriate medium for receivers
4. Enable feedback and evaluation
5. Be integrated (mix communication channels)
Development Communication – This is what Communicating Diplomatically should birth…
Development Communication – the art and science of human communication applied to the
speedy transformation of a country and the mass of its people from poverty to a dynamic state of
economic growth that makes possible greater social equity and the larger fulfillment of the human
potential.
Goals of DevComm…
 Dynamic state of economic growth
 Greater social equality
 Larger fulfillment of the human potential – desire to achieve a constant evolution towards
perfection.
What DevComm is not…
 Publicity per se
 Mass communication alone
 Just a slideset, leaflet, or a seminar
 Source-oriented but audience-oriented
 Only an exercise of profession but a commitment to social goals
Lent’s Perspective – In 1977, He maintains that Development Communication can both be the
government’s LAPDOG or WATCHDOG.
Our understanding of development communication is that it is a discipline, which makes use of
various communication media and materials to educate and motivate the community to change,
as well as initiating research and applying scientific methods to be able to analyze all aspects of
a development problem.
Focusing on the people as its end-user or intended beneficiaries, it is capable of achieving its goals
and accomplishing change in a shorter time what normally takes years to do so.

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Conclusion
Flexibility, which was always the trademark of diplomacy, provides the hope that diplomacy will
not only adapt to new challenges but will also be helpful both for states and other new actors on
the international scene, in their efforts to create a better world for the twenty-first century.
The purpose of government is to protect and serve the people being governed, to insure that they
enjoy the basic rights and freedoms needed to live useful, fulfilled lives. Effective communication
spiced with diplomacy is a great instrument to help in the cultivation of good governance culture.
REFERENCE LIST CONSULTED
1) Agere, S. (2000). Promoting good governance. Commonwealth Secretariat, London.
2) Natascha Zeitel-Bank. Good Governance And Political Communication In The EU. World Bank.
(2013). The Worldwide Governance Indicators WWGI). Retrieved from
http://info.worldbank.org /governance/wgi/index.asp.
3) UK DfID CommGAP Working Paper on: “Communication For Good Governance”. From
commgap@worldbank.org
4) KPMG. Communications and Governance -Lessons from the Governance and Transparency Fund.
DEVELOPMENT IN PRACTICE: International Development Advisory Services (IDAS)
AFRICA. Impact Paper 6, February 2012
5) The Role of Communication in Governance. An output from a project entitled "ICD Knowledge
Sharing and Learning Programme". The work was carried out by members of the Gamos
Consortium. www.ic4dev.org/
6) Fr. Cornelio Lagerwey. Introduction to Development Communication. Retrieved from
http://cfamedia.org/main/?p=2427
7) Vladimir Petrovsky. Diplomacy as an instrument of good governance. From Modern Diplomacy.
Ed by J. Kurbalija (1998)
8) Ephraim Okoro. The Media, Development Communication, and Governance in Nigeria: The Press
for National Integration. Culled from http://hrmars.com/hrmars_papers/

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Exploring the act of diplomacy and the implication of communication in good governance