Britain's Persuaders: Soft Power in a Hard World

'Soft power' is an oft-used term and commands an instinctive understanding among journalists and casual observers, who mostly interpret it as 'diplomatic' or somehow 'persuasive'. 'Hard power' is seen, by contrast, as something more tangible and usually military. But this is a superficial appreciation of a more subtle concept - and one key to Britain's future on the international stage. Britain's Persuaders is a deep exploration of this phenomenon, using new research into the instruments of soft power evident in British society and most relevant to the 2020s. Some, like the British Council or the BBC World Service, are explicitly intended to generate soft power in accordance with governmental intentions; but rather more, like the entertainment industries, sport, professional regulatory bodies, hospitality industries or education sectors have more penetrating soft power effects even as they pursue their own independent or commercial rationales. This book conducts an up-to-date 'audit' of all Britain's principal sources of soft power. Situating its analysis within the current understanding of the 'smart power' of nation states – that desire to employ the full spectrum of policy instruments and national characteristics to achieve policy outcomes, specifically in the context of 'Brexit Britain' where soft power status is certain to loom larger during the 2020s.

About the Author :
Professor Michael Clarke was Director General of the Royal United Services Institute from 2007-2015, where he remains a Distinguished Fellow. He is an adviser to two Parliamentary Committees and Associate Director of the Strategy and Security Institute at the University of Exeter. Helen Ramscar is an Associate Fellow of the Royal United Services Institute. She has worked in the House of Commons, the Royal Household and the US Embassy in London. She is a graduate of Durham University, SOAS and Cass Business School.

Review :
Soft power is one of those phrases often heard but rarely understood. In this thoughtful and original book, Clarke and Ramscar subject the concept to welcome scrutiny, through a strategic lens. Their findings should be cause for optimism. If harnessed correctly, British soft power can give the country a unique advantage in a more competitive age. For all the talk of aircraft carriers and defence spending it is surely soft power that will define the success or failure of that elusive concept “Global Britain”. This timely study explores the many elements of Britain's influence and underscores a truism often forgotten; national power begins with dynamism and integrity at home. A beautifully written and intellectually bracing account of Britain's soft power. Many studies understand the concept of soft power in terms of assets. Clarke and Ramscar see soft power as 'power magnetism' and analyse it in terms of the purpose it is designed to serve. Rather than a dry balance sheet approach, the authors look at what British people actually do that is attractive. The book is replete with examples and offers a richly nuanced account of how soft power works and the problems governments have in using it to serve policy goals. Its prescriptions, from harnessing the creative potential of all the UK's region, to having the courage and commitment to exhibit British values and foster professional integrity, are timely and worthy. The authors are optimistic about the future for Britain's soft power. I will be too if policymakers read and digest the important insights of this excellent volume. In the turbulent times of the 21st Century Britain faces new challenges, and questions about its role in the world. This study of Britain's power updates our understanding of Britain's position in the world, and how shifting power structures present new opportunities and challenges for a variety of actors, both foreign and domestic, in the future of Britain and in shaping Britain's future. A timely reminder that Britain possesses an abundance of soft power, and a refreshing attempt to define it. The authors show us that such power is hard to acquire and impossible to direct, but that it can be nurtured and expanded over time - a vital mission for the UK after Brexit. This is important reading for all who want to see their country remain one of the most influential in the world. This book is a guide for policy makers if they want the UK to be a persuader on a global stage. [A] comprehensive survey ... deft, thorough and challenging. Britain's Persuaders combines a penetrating analysis of why so many aspects of British society have exercised such a strong attractive power in other countries with sage advice on what needs to be done to preserve this precious asset. Essential reading for all who care about making the most of Britain's influence in the world. Clarke and Ramscar have provided a valuable service with this important new book. In giving a comprehensive and practical account of Britain's unique balance of soft power assets, they have explained how and why the UK enjoys an outsized level of global influence, consistently managing to 'punch above its weight' on the world stage. Maintaining a practical focus, they have delivered a must-read for the British diplomats and policy makers charged with navigating the current geopolitical context, which is beset by uncertainty. Their book demonstrates the importance of putting soft power at the heart of British foreign policy strategy and offers guidance on how to do so. Michael Clarke and Helen Ramscar dissect the complexities of soft power with their customary clarity and insight. They makes the vital point that power is not a commodity it is a relationship and that, in today's world, mere connection is not enough. They provide a valuable blueprint for the development of the U.K's soft power in the post Brexit world building on this country's reputation for essential honesty and basic integrity.