The scientific success of Sputnik V is undeniable, a real diplomatic coup, which has the potential to extend Russian influence and its soft power on the international scene.

POLITICO is the most influential publication among opinion leaders in the European Union. The European edition of POLITICO ranks above media outlets such as Financial Times, BBC, The Times or social media platforms like Twitter or Facebook. The publication is the most influential provider of information for decision-making processes and public affairs.

The pharmaceutical industry is one of the biggest and most profitable in the world. Many of the individual corporations that constitute ‘Big Pharma’ enjoy annual revenues well in excess of the majority of countries on the planet.

Based on The Soft Power 30 in 2019. Score in parenthesis

1. France: (80.28)
2. Germany: (78.62)
3. Sweden: (77.41)
4. Netherlands: (72.03)
5. Italy: (71.58)
6. Spain : (71.05)
7. Denmark: (68.86)
8. Finland: (68.35)
9. Austria: (67.98)
10. Belgium: (67.17)
11. Ireland: (62.91)
12. Portugal: (59.28)
13. Poland: (55.16)
14. Czech Republic: (54.35)
15. Greece: (53.74)
16. Hungary: (49.70)

Mission

Strengthen influence, reputation and relationships internationally by promoting a clear, creative and confident vision for international policy agenda that reflects the country’s national interests.

Objectives

To advance targeted public diplomacy initiatives which promote economic, creative and cultural, sporting, innovation and science, and education assets to underline the country’s credentials as a destination for innovation, business, investment, tourism and study.

Enhancing ties with the European Union (EU) and individual European countries, and improving China's image in Europe, are part of China's overall foreign policy of building and strengthening relations with great powers. Chinese interests in Europe are mainly economically and politically oriented, direct mutual security interests remain limited. China aims at maintaining good relations with the EU as well as with each individual country. Many European member states give priority to developing their own bilateral relations with China above working on a common EU approach.

2019 Results

Source: Portland. Score in parenthesis

Soft power enables countries to persuade or attract others to support their interests. A country’s soft power is heavily dependent upon its global image and international prestige. In the case of China, the central government has developed top-down strategies for enhancing China’s soft power, which in conjunction with public diplomacy, are designed to cultivate a positive international image of China.

Admittedly social media and digital advocacy are the fastest growing segments of the influence industry. The pandemic has brought a decline in traditional lobbying and an increase in the use of dynamic, real time digital communications with policy makers, influencers and the broad social audience.

Source: RingCentral