I read a very interesting article for my Public Affairs class: “Applied Public Diplomacy: A Marketing Communications Exchange Program in Saudi Arabia” by Craig Hayden.

The article reviewed the an exchange program where students from the United States worked with students from Saudi Arabia to create a marketing communications plan to promote a Formula 1 boat racing event. I found a couple of things particularly interesting about this program.

First, I liked how the students were able to come to a deeper cultural understanding of each other through their efforts on the marketing program. Having the cultural understanding be an underpinning for success and not the overt goal of the program went – in my opinion – a long way to making the program a success. This is the kind of grassroots diplomacy that will be particularly effective in promoting cross-cultural understanding and cooperation.

The other thing I enjoyed about the article was learning more about how the Internet played a role in breaking down some of the barriers to understanding. The students interacted several times online before actually working together in person.

While some people may feel the Internet is impersonal, it also provides a safe forum for communication. The lack of visual clues makes it easier for people of different cultures to converse. Understanding comes from written communication only, and it also promotes “listening.” You can’t carry on a coherent online conversation if you’re not reading what the other people are saying, if you aren’t “hearing” them.

How much different would our world be from a perspective of cross-cultural communication if this type of program was replicated across the globe?