The Road to Reputational Security

Public diplomacy is not just a nice addition to foreign policy - it's a necessary component of strong national defence. It advances the notion of "reputational security" as a national security component. The history of public diplomacy shows how this can be done effectively.

We are living in turbulent times, witnessing renewed international conflict, resurgent nationalism, declining multilateralism, and a torrent of hostile propaganda. How can we understand these developments and conduct diplomacy in their presence?

The world in 2025 is a time of contested narratives. Is China using economic power to coerce countries to do things that are not in their interest, or is it working towards mutual benefit? Is Russia protecting communities' rights to self-determination or flouting the fundamental laws of international order? Is the United States promoting a "free, open, secure, and prosperous world" or bullying countries into "surrendering their sovereignty"?

Chinese, Russian, and U.S. leaders each have their own preferred answers to these questions and jockey for position to ensure their story wins over the foreign leaders and public they seek to influence. They use technology to advance strategic communications and public diplomacy to promote their interests.

According to the USC Centre on Public Diplomacy ( University of Southern California ), Public Reputational security is a term used to describe the degree of safety accruing to a nation-state that proceeds from being known by citizens of other nations.

It is often defined as the loss to a business or organisation through reputational damage, with the term "loss" highlighting a threat primarily to finances. Many sources suggest a one-way relationship between security and reputation, with security failures resulting in reputational problems.

The concept of reputational security is particularly relevant in cases like Ukraine's experience. The "shock of 2014" – Ukraine's loss of territory with little response from the global public – is a stark reminder of what can happen when a country's national narrative is not widely known or understood.

Ukraine has since dramatically improved its image projection, positioning itself in 2022 as a champion of democracy on the front lines of freedom.

Similar examples include Taiwan's efforts to build and preserve its reputation in the face of Chinese aggression and Kazakhstan's promotion of pluralism to counter external perceptions of its social and economic inequities.

Last month, I had the privilege of attending a high-level debate in Athens, where the esteemed historian and academic Nicholas J. Cull from the University of Southern California presented his concept of "reputational security"—the idea that a nation's safety and security are strengthened by its soft power and international reputation.

In his book Reputational Security, the professor introduces a refreshing new way to understand how democracies can respond to authoritarian regimes' threat of information warfare. I warmly recommend this publication to anyone who wants to know how we can compete in the digital age while staying true to our declared values.

Building a reputation of values approach should include the following strategies :

Elevating reputation to a core security goal

Private sector executives know the importance of their company's reputation. Brands with strong positive reputations attract better people. They are perceived as providing more value, and their clients are more loyal. Governments should recognise that (national) reputation is not a superficial side dish. It is a fundamental element of state security. Countries or supranational organisations like the EU need to be understood abroad to protect against threats.

Understanding the nature of the attack

It is paramount to listen in a systematic way and use trusted tools for perception monitoring and in-field intelligence to track global monitoring. Is the attack coming from authoritarians, from tech, or a twisted compliment? Ensure insights from foreign audiences actively influence high-level policymaking.

Understanding the tools

Realign policies and values. Use culture to build trust with allies. Positive narratives must align with real reforms, while empty rhetoric erodes reputation. Invest in journalism, fact-checking, and media and social media literacy to bolster public resilience. Deploy timely, multi-pronged responses to hostile narratives before they take root. Prioritising early interventions and pre-bunking techniques is essential. Debunking is often too late.

Understanding the values

Leveraging cultural diplomacy and exchanges helps. Support arts, education, and broadcasting – especially through independent institutions – to project values credibility. Cultural and educational exchanges shift perceptions over decades, delivering sustained reputational dividends.  Think of EU programs such as Erasmus, Creative Europe or the successful creation of the European Houses of Culture.

Reputational security is not a luxury but necessary for national (and corporate) survival. It is paramount for protecting influence, trust, legitimacy, and competitive edge in a volatile global information environment - especially in an era where information warfare, misinformation, and cyber-enabled influence campaigns are common.