Communication Workshop on Cultural Diplomacy with Prof. Paolo SABBATINI

The College of Europe in Natolin hosted a workshop on Cultural Diplomacy on Saturday, 11 February 2023, aimed at students interested in this field of action and careers therein. The workshop was conducted by Ambassador Paolo SABBATINI, who emphasized the importance of Cultural Diplomacy as a tool of a given country's soft power, capable of impacting and adding value to its reputation, cities, cultural institutions, and economy.

The workshop began with a case study on the birth of the Guggenheim Museum in Bilbao in 1997, followed by a discussion on cultural diplomacy as a European tool for promoting artistic freedom. Another case study was presented on UNESCO as a peace-building and maintenance apparatus. The workshop also explored communication policy as a tool to maximize the profit of soft power. To conclude the workshop, the students participated in a group exercise in which they had to organize a diplomatic visit of the President of France to Poland, including different cultural activities related to both countries. The students received feedback after presenting their projects to their peers.

The workshop was an opportunity for students to gain insight into the role of cultural diplomacy in shaping a country's image and promoting its values through culture. The College of Europe in Natolin is committed to providing its students with valuable learning opportunities that prepare them for successful careers in their chosen fields.

About the speaker

Prof. Paolo SABBATINI (b. 1955) is an emeritus senior member of the Italian Foreign Service. He is now an International Spokesperson for Public and Cultural Diplomacy, cooperating with the European Union Group of Cultural Institutes of the Member Countries (EUNIC). Prof. SABBATINI has an experience of over 40 years in international relations, public affairs, and top-level negotiations. This experience he gained through his longstanding services to UNICEF, and UNDP in Morocco, China, India, and Pakistan. In Italian Diplomacy, Mr SABBATINI occupied many central positions related to Cultural Diplomacy.