The Soft Power 30
x Portland Communications
Join this session to learn more about the most accurate index of national soft power ever produced, led by Jonathan McClory, author of The Soft Power 30 and one of the world's leading experts on soft power.
The nature of global power is rapidly evolving, precipitating far-reaching economic and political changes affecting nations of every size and standing. Today’s multipolar world is punctuated by challenges that are inherently trans-national, where unilateral action rarely succeeds in delivering favourable outcomes of consequence.
In this new and evolving context, soft power – the ability to achieve objectives through attraction, and persuasion – is evermore crucial to the effective conduct of foreign policy and ultimately shaping global events.