Media And Diplomacy: Ambassadors Explore Influence Tactics At Saudi Forum

The fifth Saudi Media Forum continued on its second day with a panel on how media shapes public perception and supports the soft power of states. Ambassadors accredited to Saudi Arabia discussed links between communication, diplomacy and national image, highlighting the growing impact of digital platforms on foreign policy and international engagement.

Speakers noted that modern communication tools make media an essential partner for diplomatic work rather than a secondary channel. They explained that messages now travel instantly across borders, so states need clear narratives, consistent policies and transparent communication strategies to protect credibility and reach different audiences effectively.

Ambassador of Spain Javier Carbajosa Sanchez said the relationship between media and diplomacy is historic but now more complex. Javier Carbajosa Sanchez explained that modern communications and social media increase both the opportunities and the risks. Javier Carbajosa Sanchez stressed that media is not a simple messenger but an active actor that shapes political outcomes.

Ambassador of Djibouti Dya-Eddine Bamakhrama pointed to Saudi Arabia as a leading example in influence diplomacy. Dya-Eddine Bamakhrama referred to international forums, cultural initiatives and investment in sports, especially football, as tools that strengthen the Kingdom’s global presence. Dya-Eddine Bamakhrama added that digital media exposes misinformation faster, so lasting influence depends on honest narratives.

Ambassador of India Dr. Suhel Ajaz Khan stated that public and cultural diplomacy depend on building mental images and impressions. Dr. Suhel Ajaz Khan stressed that successful influence means delivering the correct message to the correct audience. This approach, Dr. Suhel Ajaz Khan noted, helps countries communicate values, priorities and policies more clearly.

Ambassador of the Republic of South Africa Mogobo David Magabe highlighted that diplomacy relies on mutual respect and genuine dialogue. Mogobo David Magabe linked this principle to media work, saying respectful communication supports understanding between nations. The panel as a whole reflected how media and diplomacy now operate together to shape public opinion and national soft power.

With inputs from SPA