Diplomacy and the business world

by Larry Fergeson*

As such, José Calvet De Magalhães wrote once that “the continuity of the diplomatic institution throughout thousands of years and in all known civilizations shows that diplomacy is an institution inherent to international life itself, one that may undergo transformations or may be used with more or less intensity, but cannot be dispensed with”. 

The words of De Magalhães reflect what has happened to diplomacy in Europe; Nation States’ diplomatic relations developed into a Union of Member States to transform a continent that has been a theatre of shifting alliances and world wars. The process of forging a common foreign policy has undergone many phases and transformations, not without faltering, to take its current form: the EU Foreign and Security Policy. 

In 2009, the Lisbon Treaty strengthened this policy area by creating a central figure -  the EU High Representative for Foreign Affairs and Security Policy - to enable the EU to speak with one voice on the international arena and coordinate all facets of the EU external policies (diplomacy, political engagement, development, humanitarian aid, economic cooperation, crisis management). 

The Lisbon Treaty also introduced an instrument to coordinate the pursuit of the common foreign policy objectives known as the European External Action Service (EEAS), which represents the EU diplomatic corps, bringing together the ‘communitaire’ ethos and intergovernmental pragmatism across the world through EU Delegations. 

The European diplomacy corps focuses on several external policy issues, on both a policy making and grass roots level, ranging from the Neighbourhood and membership enlargement relations, peace, development and humanitarian aid, to trade and global security. Policies are defined through a comprehensive approach in connection with other EU institutions such as the European Commission and Parliament, and rely on (public) procurement for implementation. 

Diplomacy is thus conveyed by proxy and every action carried out by private sector enterprises through procurement needs to be part of an overarching strategy under the banner of the European Union. For instance, if within The European Neighbourhood and Partnership Instrument (ENPI) the need arises for a communication and information campaign, the European Commission would contract a private entity with the expertise to carry out the task to design and implement the project. 

In this particular example, Action Global Communications was the company leading the consortium which was awarded the ‘ENPI Information and Communication Campaign Support in the ENPI Countries and Territories’ from 2009 through 2015. It’s Public Affairs Division, Action Diplomacy, oversaw the implementation as it is charged to accommodate the growing clientele and interest received with regard to European funded projects. As such, it provides services including the production of a wide range of communications material highlighting policy issues and cooperation. 

Action Diplomacy is a perfect example of how many private sector specialised enterprises have turned their attention to a growing market and it has engaged in an increasing number of EU-funded communication, awareness raising and information projects, for external relations in particular. It has in-depth knowledge of the needs of both the EU itself and the partner countries working with the EU, who rely on its strategic counsel, expertise and geographical reach, whether for traditional press and media relations, issue management, crisis communication, setting up media partnerships or creating integrated campaigns.

The EU procurement strategy aims to benefit from the expertise and knowhow of specialised providers in key policy domains while creating business opportunities through a transparent, fair and competitive system for European companies and contributing to economic growth and unemployment reduction.  

Considering that the average annual estimated global value of procurement contracts published by the EU in the past years amounted to circa €420 billion per annum and that over 1,000 contract notices are published every day, these volumes alone create a thriving environment for companies and enterprises providing services, works and goods through this instrument. Moreover, the EU has recently made efforts to simplify the procedures and introduced an online website for e-procurement (TED), where European private sector consultancy firms and SMEs can consult the latest offers. 

* Head of Action Diplomacy - Action Global Communications