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Professor Richard Wells, Deputy Vice-Chancellor (International), Coventry University Group
Tuesday 04 February 2025
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Professor Richard Wells, Deputy Vice-Chancellor (International), Coventry University Group explains what he believes the UK’s new Soft Power Council needs in order to be a success.
In an age where the United Kingdom's military power and economic influence are waning on the global stage, the significance of soft power is more important than ever. Soft power is the ability to attract and co-opt rather than coerce. It’s about influence as opposed to direct power. Our arts, sports and cultural influences play a significant role in this, but it extends beyond these realms. Soft power is fundamentally about creating a positive experience and perception of the UK among communities worldwide.
Universities play a key role in creating soft power and we are proud to have educated leaders from around the world in a variety of fields. The relationships formed during their time with us, combined with the positive experience they have of the city in which they were educated, and of the UK as a whole, shows real soft power in action.
The economic benefits of soft power are substantial. It drives trade, fosters international relationships and ultimately transforms lives - not just within the UK but globally. The UK’s influence helps to open doors to institutions like Coventry University, offering us a competitive edge. There are excellent education providers worldwide but soft power affords us unique opportunities to engage with global partners, providing us with a platform to project our values and strengths.
Projecting soft power is not a straightforward task and is not the responsibility of a single organisation or a government department. Instead, it is a collective effort by a myriad of remarkable organisations across various sectors making the establishment of a dedicated UK Soft Power Council a particularly promising development.
Its creation also marks a commendable first step towards harnessing the full potential of the UK’s influence. However, for it to make a real difference, it must go beyond mere discussion. It will require significant funding and, critically, the engagement and commitment of stakeholders from across both government and wider society to heed the council’s recommendations.
The government's pledge to fund the creative industries is another positive move. While it is premature to determine if Coventry University will directly benefit from this investment, the potential impact is substantial. In contrast to larger sectors where such sums may barely scratch the surface, strategic investment in creative industries can lead to meaningful and transformative outcomes.
The establishment of the UK Soft Power Council is a welcome initiative. It provides an opportunity to capitalise on the UK's unique strengths and to exert a positive influence on the global stage. However, it will require dedication, strategic funding and an unwavering commitment to ensure it does not devolve into a mere talking shop. The promise of soft power lies in its ability to create lasting, positive perceptions of the UK, driving economic benefits and fostering international goodwill. As we move forward it is crucial that we harness this potential to its fullest extent.