Soft power is the ability to impact behaviour through influence, persuasion and agenda-setting. Countries tend to build walls while cities build bridges, especially in our current period of mass migration. Cities are banding together to exercise their collective soft power: to provide sanctuary to migrants and the poor, to fight climate change, to enable trade, and to create new meanings through the arts, humanities and cultural industries.
City mayors and politicians can be “soft power advocates” – now meet the “soft power bureaucrats” who make it all happen, and learn how they do it.
Gail Lord, founder of Lord Cultural Resources and a leading of the soft power movement, interviews three pioneering public servants who understand how soft power works and bring it to life in their respective corners of the globe.