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3.4 Media and PR work for Germany
Media and PR work for Germany
Together with its 226 missions abroad, the
Federal Foreign Office wants to ...

• raise Germanys profile and reposition the
  country in the
• globalized world
• arouse curiosity and interest in Germany
• provide information about Germany, its policies
  and its people
• and in dialogue, build understanding for our
  values, our views
• and forge lasting ties
• The Federal Foreign Office promotes Germany with
  ...
• multilingual information on the Internet
• www.diplo.de
  www.young-germany.de
• visits and dialogue events for journalists
• the magazine Deutschland and the handbook
  Facts about
• Germany - both in print and online in 10
  languages

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The most important partners in public diplomacy

• Goethe-Institut
• Institut für Auslandsbeziehungen
• Deutscher Akademischer Austauschdienst
• Alexander von Humboldt-Stiftung
• Deutsches Archäologisches Institut
• Fulbright-Kommission
• Deutsche UNESCO-Kommission
• Zentralstelle für das Auslandsschulwesen

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Deutsche Welle

• Germanys international broadcaster is more than
  just a radio channel
• DW-Radio is broadcast across the globe in 30
  languages
• DW-TV is regularly watched by 28 million people
• DW-WORLD.de
• DW-Akademie

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Arte

• German-French television
• joint programme strategy and planning
• strengthening german-french cooperation,
• promoting it as a model abroad

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Goethe-Institut

• language training
• exhibitions
• theater, film and musical events,
• library service
• 144 institutes in 75 countries
• budget 2005 178 million

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Deutscher Akademischer Austauschdienst (DAAD)

• students and post-doc exchange,
• 2004 ca 50.000 persons, of which 30.000
  non-German nationals. Since 1950 620.000
• 500 lectors and teachers abroad
• general cooperation between universities
• promotion of Germany as a place to study
• budget 2005 109 Million

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Deutsches Archäologisches Institut (DAI)

• archaeological research, excavations
• Departments in Rome, Athens, Cairo, Istanbul,
  Madrid

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principles of german public diplomacy

• credibility (thou shalt not embellish the facts
  or gloss over handicaps)
• promote Germany (there are enough strong points
  to emphasize)
• long-term approach, including the different
  partner organisations and their specific tasks,
• including the different media (cross-media)
• clearly defined objectives for communication,
  target groups, instruments
• taking into account regional and national
  characteristics

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What does this mean for relations between the
ministry and the stations abroad ?

• fastest possible information about events (speed
  over detail)
• closer and de-centralized communication (speed
  over security)
• quick feedbacks on what works and what does not
  evolutionary strategies

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3.7 The people ask, the Federal Foreign Office
responds
The people ask, the Federal Foreign Office
responds
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4. What you need to know about us
4. What you need to know about us
Organization
Locations
Facts and figures
Working for the Federal Foreign Office
History
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4.2 World map of missions
Missions abroad

• Consular
• missions

• e.g.
• Embassy in Paris
• Branch in Kunduz (Afghanistan)

• OSCE Vienna (multilateral mission)
• Consulate-General in São Paulo
• Small mission in Monrovia (Liberia)

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4.3 Facts and figures
Facts and figures
Missions abroad
Total
228
Embassies
148
Consulates-General, Consulates, other
68
Permanent Representations
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Budget
Staff
2.52 billion euro
Budget 2005
5,948
Total
Percentage of federal budget
In Germany
2,890
0.93
Abroad
Running costs
ca. 32,3
3,058
Cultural budget
ca. 22,7
Spending on political tasks
ca. 40
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4.1 Headquarters
Organization of the Federal Foreign Office
Political Staff
Federal Minister for Foreign Affairs
Policy Planning Staff
Crisis Response Centre Help Desk
State Secretary
State Secretary
Minister of State
Minister of State
4 Directorate-General for Economic Affairs
and Sustainable Development
1 Central Service
2 Political Directorate-General
5 Legal Directorate-General
2A Federal Government Commissioner for
Disarmament and Arms Control
6 Culture and Communication Directorate-General
E European Directorate-General
7 Protocol
VN Directorate-General for the United
Nations and Global Issues
3 Political Directorate-General
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4.6 Thank you very much!
Thank you very much for listening!
Contents