Conclusions and recommendations
1. We
conclude that the 2012 London Olympic and Paralympic Games is
likely to be a 'once in a generation' opportunity for the UK to
attract the attention and interest of the entire global community.
We note the academic research which shows that national reputations,
especially of countries like the UK which are long-established
actors on the world stage, tend to alter only gradually and in
response to long-term trends. That being so, we think the FCO
may be somewhat overstating the case when it claims that the Games
will have "a profound impact on the UK's international reputation"and
later in this Report we consider the danger that, if things go
wrong, the Games could actually have an adverse effect on that
reputation. (Paragraph 41)
2. Nonetheless,
we welcome the many inventive proposals that the FCO has put forward
for capitalising on the Games in its public diplomacy work. Many
specific initiatives sponsored through its world-wide network
of Posts display range, imagination and sensitivity. We are particularly
impressed by the 'International Inspirations' programme, jointly
organised by the FCO with UK Sport and the British Council, which
aims to bring the benefits of sport to 12 million children in
20 countries. We recommend that the FCO should give high prominence
to this programme in its public diplomacy work. (Paragraph 42)
3. We
are concerned, however, that the overall message conveyed by the
FCO's campaign is somewhat bland and ill-defined. We recommend
that the campaign should focus on sending out one overarching
message. That message should be the one successfully deployed
in the UK's original Olympics bid, that London is an open and
welcoming city, and that the UK is a diverse, inclusive and friendly
countrythat both London and the UK are, in a word, generous.
Such a message would also help to redress some long-standing misperceptions
of the UK. (Paragraph 43)
4. We
conclude that, although it would be unrealistic to expect the
FCO's budget to remain unscathed at a time of economic stringency
and public spending cuts, nonetheless it is important that the
Department's public diplomacy work in connection with the Olympics
should be regarded, during the crucial 18 months leading up to
the Games, as being a priority area. We are concerned that the
decision to cut public diplomacy funding may result in the FCO's
work related to the Olympics becoming a matter solely of individual
initiatives by Posts, without adequate central co-ordination.
We recommend that the FCO should keep this situation under review,
and stand ready to restore some degree of central funding if it
becomes apparent that it would be desirable and cost-effective
to do so within the wider context of the FCO's pre-Games public
diplomacy strategy. (Paragraph 48)
5. We
conclude that the FCO is right to use the Games to "promote
British culture and values at home and abroad", and that
it should continue to target specific overseas audiences to whom
it is important to communicate the message that British society
is based upon the ideals of tolerance, diversity, respect for
human rights, and freedom of speech and religion. (Paragraph 51)
6. We
welcome the unequivocal assurance by the Government that the long-standing
rights of free expression and freedom to protest peacefully in
the UK will not be suspended because of the Olympic Games. We
recommend that the Government, both in the run-up to the Games
and during the Games themselves, should firmly resist any pressure
that may be applied by certain foreign governments to curtail
the rights of freedom of expression and freedom to protest peacefully
in the UK. (Paragraph 54)
7. The
2012 Olympic and Paralympic Games offers an unparalleled opportunity
to promote UK business, trade and inward investment. We note the
FCO's stated commitment to seizing this opportunity. We conclude
that it is important that the action matches the rhetoric. We
recommend that, in addition to the activities already being planned,
the Government should give urgent consideration to holding a trade
event during the period before or during the Games, at a suitably
large and accessible venue, to secure the maximum commercial benefit
to the national economy from this once-in-a-lifetime event when
the eyes of the world will be on the UK and unprecedented numbers
of VIP guests will be arriving on these shores. We further recommend
that in its response to this Report, the Government should give
a detailed update on its plans to promote trade and investment
in conjunction with the Games. (Paragraph 64)
8. We
note the Ministerial assurances that there has been no change
of policy over emphasising the extent to which the 2012 Games
will be the 'greenest' ever. We conclude that the UK can be proud
of what has been achieved on the Olympics site in terms of promoting
environmental good practice. We commend the FCO for commissioning
the excellent documentary film, Going for Green, and recommend
that by means of this film and in other ways it should continue
to promote the 'green agenda' vigorously. We further recommend
that "the promotion of environmental good practice"
should be added to the FCO's list of formal objectives for its
public diplomacy work in connection with the Games. (Paragraph
68)
9. We
conclude that the 2012 Olympics pose potential reputational risks
as well as opportunities for the UK. The FCO is not the lead Department
in contingency planning for organisational, transport or security
problems during the Games, but it will have a responsibility for
seeking to influence overseas perceptions of any problems that
arise. We recommend that the FCO should make sure that, acting
in concert with its Olympics public diplomacy partners, there
is a 'rapid response unit' adequately resourced and prepared to
take swift action to rebut or challenge negative stories appearing
in the world media. We further recommend that this unit should
be up and running significantly in advance of the start of the
Games, that it should engage in intensive preparatory scenario-modelling,
and that it should draw on the experience of successful media
strategies by other recent host countries of major sporting events,
notably Australia with the 2000 Sydney Olympics and Germany with
the 2006 World Cup. (Paragraph 75)
10. We
recommend that the FCO should instruct its Posts not only to promote
the 2012 Games as "the London Games" but also, where
appropriate, as an event hosted by the entire UK and its component
nations and regions. (Paragraph 79)
11. We
note that in 2012 the world's media will be paying special attention
to the UK not only because of the Olympic Games but also because
of the Queen's Diamond Jubilee. We conclude that there is no reason
why this double cause for celebration should in any way send out
conflicting images of the UK. (Paragraph 84)
12. We
recommend that in promoting both the Diamond Jubilee and the Olympic
and Paralympic Games, the FCO should not attempt to mix together
the messages of two quite separate events, but should promote
each in its own distinctive way. (Paragraph 84)
13. We
recommend that the promotion of the 2012 Games should include
recognition of London's status as the only city ever to have hosted
the Games three times. We further recommend that, where possible
and appropriate, surviving athletes from the 1948 Games should
be invited to participate in the Olympic ceremonies and in events
held to mark the Games, including those organised by overseas
Posts. (Paragraph 85)
14. We
recommend that, in its response to this Report, the Government
should state what actions it proposes to take to work towards
international implementation of the United Nations 'Olympic Truce',
as part of its commitment to international peace-keeping and conflict
prevention. (Paragraph 88)
15. We
will continue to monitor the FCO's public diplomacy work related
to the Olympic and Paralympic Games. We recommend that the FCO
should supply us with regular (three-monthly) detailed written
updates on that work during the run-up to the Games. (Paragraph
89)
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