This post was originally published in Public Diplomacy Magazine (a publication of the University of Southern California) on July 14, 2010.
Usually, when someone hears the word “diplomacy,” they think of the government. Who can blame them? Diplomacy has long been the province of old men in dark suits and red ties, and before that of elite members of society trusted by presidents, emperors, and kings. But now, particularly with the rise of inexpensive personal communications technology, vast changes in the mainstream and other kinds of media, and an evolution in how consumers interact with and make decisions about “brands,” this is changing.
Public diplomacy is the formal and proactive practice of governments communicating with citizens in foreign countries through diverse forms of media, events, and other engagement. Such activities may include broadcast radio, specially tailored films, and educational programs. But while public diplomacy is still widely thought of as being performed only by governments, there is a good deal of value in applying many of its principles to corporations and indeed other entities like non-profits. It especially makes sense when a brand (broadly defined) could be perceived as large, monolithic, and out of touch with the common person.
While my job title is not formally “public diplomat,” I have been incorporating some of these ideals into my new role at the Microsoft Corporation, by any standard a large entity with a global reach into science and technology, research and development, jobs and commerce, a wide range of government policy and related issues, and numerous philanthropies, causes, and movements. Yet despite this influence, while the company has a tremendous number of customers and fans, at the same time a fair amount of other consumers have a negative perception of the company for a variety of reasons, or they simply don’t think about it very much. One of my roles is to conduct positive activities of value for communities of consumers in order to, yes, change the perception of Microsoft – but also to improve those communities in the process.
Diverse Backgrounds Yield Good Public Diplomats
For a good part of my career, I was a scientist researching how animal behavior is controlled by genes and neurons. Building on that foundation of critical thinking and an understanding of complex behavioral systems, I received a fellowship from the American Association for the Advancement of Science in 2006 and was able to conduct science and technology policy research at the Department of Defense for a few years. That experience opened my eyes to everything from the inner workings of military organizational behavior to how social technology is changing how the government conducts its operations.
After my three year stint at the Defense Department, I did a lot of thinking, reading, and writing. I taught a university class about “entrepreneurial journalism,” and consulted some private sector clients about how emerging technologies are changing and democratizing media, marketing, and other specialties. During that period, I also consulted with Microsoft about what I now see as a public diplomacy effort run out of their U.S. Public Sector division based in Washington, D.C.. The division is responsible for Microsoft business across federal, state and local government, higher education and K-12 markets, as well as a significant portion of the U.S. healthcare market.
In my role as Director of U.S. Public Sector Social Engagement, I conduct a number of activities, not all of which are germane to this article. But with regard to my public-facing activities, I think of much of it as corporate public diplomacy. From a business point of view, my role differs in many ways from traditional public relations or public affairs, which despite a recent influx of new technologies still mainly involves “providing information for the public” at its core. Corporate public diplomacy, on the other hand, involves actively shaping the communications environment within which corporate activities are performed, and reducing the degree to which misperceptions complicate relations between the company and its customers. In my view, this complex mission is conducted using what I call “innovative social engagement.”
I don’t think I could have arrived at this role through more traditional routes like studying technology, business, journalism, or marketing. None of those routes provide the skill set that, in my opinion, are required for corporate public diplomacy. One must understand enough business to work within one, but not so much that one loses empathy for outsiders. One must have enough knowledge of technology to use it for various purposes, but not so much that one is unable to speak to people at a basic level about it. One must have public speaking and writing skills, but also be able to adapt those to company goals. A corporate public diplomat should be an insider and outsider, independent and dependent, creative and conservative, all at once. And they must above all be agile enough to know when to switch between behavioral states.
When people ask me how I got where I am with a doctorate in animal behavior, I often think, “Really?” – It’s all animal behavior.
What is Innovative Social Engagement?
When people ask me to explain my job, I often tell them that they can get the 30 second version, or the 30 minute version. That’s largely because corporate public diplomacy, as I see it, amalgamates many aspects of other people’s jobs, re-packages them in novel ways, and then adds some unique skills on top of that. Simple, no?
The simple way to start is to tell you what it is not. After observing many people whose jobs variously involve public relations, marketing, communications, advertising, technology, sales, and “being digital natives,” let me describe what corporate public diplomacy is not “merely”:
- It’s not merely leveraging my personal brand to promote a corporate brand, though that’s part of it.
- It’s not merely using social media platforms to connect with audiences in the public sector, though that’s part of it.
- It’s not merely making social connections with influential people in real life, though that’s part of it.
- It’s not merely engaging people complaining about the company online and conducting after-the-fact customer service, though that’s part of it.
- It’s not merely creating public relations events to get people’s attention, though that’s part of it.
- It’s not merely developing word-of-mouth marketing campaigns or helping the company go against type and poke fun at itself, though that’s part of it.
- It’s not merely chasing the coolest, latest trends and incorporating them into strategies, nor reviewing cutting-edge tech gadgetry, though that’s part of it.
- It’s not merely reporting live from events nor interviewing people inside the company on video (something like what Robert Scoble famously did for Microsoft), though that’s part of it.
- It’s not merely being a product evangelist, though that’s part of it.
- It’s not merely measuring the effect of online communications on customers, though that’s part of it.
- It’s not merely creating a blog and writing about the best ideas or latest news or providing the most value to the most people, though that’s part of it.
- It’s not merely creating new online opportunities for product sales, though that’s part of it.
My vision of corporate public diplomacy via innovative social engagement includes many if not all of these things, but it is not simply one or a few of these things. My charges include creating lasting and meaningful experiences for audiences, engaging willing participants in my work-related social activities, creating emotional responses with Microsoft brands of relevance to the public sector, volunteer sector, and general public good, transcending brand expectations to add value to people’s lives, and generally being remarkable (in the vein of Seth Godin) to specific people I desire to engage with and even influence.
Some Examples of Corporate Public Diplomacy
About a year ago when I wrote a blog post announcing and describing my new Microsoft role, I wrote that I’d be doing at least seven things immediately:
(1) Interacting with and socially empowering the other members of the seven-person Applied Innovations Team;
(2) Discussing my opinions about science and technology in the public sector and continuing to be a thought leader there;
(3) Experimenting with new pre-sale information and social technology, often beta or free products that potentially have a public sector role;
(4) Showing the human side of Microsoft and engaging audiences through multimedia channel content production and other online activities;
(5) Participating actively in the public sector communities of government, education, and healthcare;
(6) Measuring and understanding public sentiment about Microsoft using innovative techniques;
(7) Acting as a competent resource for senior Microsoft decision makers, corporate partners, and customers, and public sector decision makers.
To some degree or another, I have been doing all of these things. But life in a newly-created role is always a bit different than you imagine after you take time to understand what is, and is not, happening inside a huge organization, and figure out your role within it. Thus, during the past 10 months or so, in something akin to a “think-and-do tank” mode, I’ve been creating and promoting fresh, innovative ways of engaging different audiences. These engagements – online and offline – tend to leverage Microsoft’s existing strengths, applied in novel ways. Here are three examples, in brief.
An online magazine, SECTOR: PUBLIC
While there is certainly some good writing on different aspects of new technology and the public and volunteer sectors, I recognized a need for an overarching publication that leveraged Microsoft’s natural intellectual assets to provide thought leadership on all aspects of technology and innovation, and how they are changing the business of the public and volunteer sectors and empowering new forms of public service and social change. I edit this online magazine, named SECTOR: PUBLIC, and manage a group of writers from the company. We are obviously pro-Microsoft, but the stories are written with the audience in mind, and encompass ideas that go beyond strictly Microsoft products and initiatives.
An event series, Geek 2 Chic
This initiative recognizes that while Microsoft is very good at reaching certain kinds of customers – mainly very large, complicated institutions – we don’t necessarily do a good job of reaching out to certain types of influential communities, artists and fashion mavens, for example. Geek 2 Chic began as a fashion show to attract Washington, D.C. fashionistas to us in a genuine way – by showing off great styles in partnership with Bloomingdales, and having a fun social event around that (which also raised money for a good cause). But the trick was that all the models were “geeks” and we were able to highlight their terrific work during the show. This is evolving into a more general series that may involve cocktail hours, fashion shows, and intimate workshops, all designed to help “chic” people learn how to be more geeky in ways that help them with their careers. Here, our natural strength is that through Microsoft networks, we know many of the geeks that can give advice to chic people; thus we can structure creative networking opportunities for all involved that are also fun.
A networking space, Project Pivot
Another need I recognized is that entrepreneurially spirited people often don’t have great places to work. These people are also often interested in public good and social change, and are tech-savvy to some degree. In a few cities like San Francisco and New York, this group is better catered to, but in many others like Washington, D.C., Chicago, and Los Angeles, they are less so. Leveraging the excess office space and wi-fi that Microsoft has in many of its buildings, I am just about ready to launch something I’ve tentatively named Project Pivot, which is a private, invite-only entrepreneurial co-working space (starting in Washington, D.C.) that also has members-only benefits like luncheon speakers and a private discussion board. Not only does this provide great things for this community – office space, networking opportunities, free coffee – but it also helps Microsoft better understand what this group of talented young people is doing in their communities, and how our technologies might help them as well.
Corporate Public Diplomacy: One Year In
It’s a little too early to say how successful these efforts will be. But I have been forming a set of mental “design principles” which govern how I decide what a given engagement might be. I’m not prepared to write them up at the moment (and they’re outside the scope of this article), but one of them certainly is that I think about what the audience needs before I think about what Microsoft needs. Once I know who an audience is, and understand what their needs are, I look at how Microsoft’s assets – financial, human, other – might be deployed to serve those needs.
It’s one thing to talk to audiences and try to influence them. Anyone can say whatever they want. But the way to gradually change the communications environment around a brand that many people already have an opinion about, is to be somewhat selfless and provide genuine value which resonates with that audience. Actions speak louder than words.
Mark D. Drapeau, Ph.D. is the Director of U.S. Public Sector Social Engagement for Microsoft Corporation, where he engages audiences at the intersection of technology and innovation and the public and volunteer sectors. He is the editor-in-chief of the online magazine SECTOR: PUBLIC, which provides thought leadership on these topics. Prior to joining Microsoft, Dr. Drapeau was an adjunct professor at The George Washington University, an Associate Fellow at the National Defense University, and a Postdoctoral Fellow at New York University. He has a B.S. and Ph.D. in animal behavior from the University of Rochester and the University of California – Irvine, respectively.