Soft Power and Geopolitics
Workshop for First Ladies and Gentlemen on 18 June 2025
The high-level program on diplomacy and international relations "Soft Power and Geopolitics" for First Ladies and Gentlemen was held on 18 June 2025 in Vienna, organized by the Summit of First Ladies and Gentlemen Global Platform in collaboration with the Vienna School of International Studies (Vienna Diplomatic Academy), at the initiative of the First Lady of Ukraine, Olena Zelenska, and the First Lady of Austria, Doris Schmidauer.
The program united Mrs. Armanda Begaj, First Lady of the Republic of Albania, Mrs. Anna Hakobyan, Spouse of the Prime Minister of the Republic of Armenia, Mrs. Doris Schmidauer, First Lady of Austria, Mrs. Sirje Karis, First Lady of the Republic of Estonia, Mrs. Suzanne Innes-Stubb, First Lady of Finland, Mrs. Lucrecia Eugenia Peinado Villanueva, First Lady of Guatemala, Mrs. Tamara Vučić, First Lady of the Republic of Serbia, Mr. Aleš Musar, Spouse of the President of Slovenia and Mrs. Olena Zelenska, First Lady of Ukraine.
Mrs. Elke Büdenbender, First Lady of the Federal Republic of Germany, honored the event with her presence through a special video address.
The program for First Ladies and Gentlemen was structured around four focused sessions, each dedicated to a key dimension of modern public and diplomatic leadership. The first session explored the role of public diplomacy and soft power in today’s challenging international environment, emphasizing the importance of narrative, visibility, and credibility in global influence. The second session was dedicated to international protocol, addressing how formal norms are evolving and what this means for First Ladies and Gentlemen in practice. The third session focused on current geopolitical developments, offering insights into how diplomacy can remain effective and relevant amid global tensions. The fourth session addressed the role of women in peace and security, highlighting the importance of gender perspectives in international policymaking and reaffirming the relevance of the Women, Peace and Security agenda.
The program’s primary aim was to strengthen the capacity of First Ladies and Gentlemen to address global challenges through informed and strategic engagement and to equip participants with practical skills in public diplomacy, international relations and role of gender in geopolitics.
Equally important was the program’s commitment to fostering cross-cultural understanding and encouraging interdisciplinary collaboration. In an era marked by geopolitical uncertainty and increasing polarisation, the ability to connect across cultural, regional, and political divides is indispensable. The program thus placed strong emphasis on dialogue, trust-building, and cooperative approaches — laying the foundation for lasting partnerships among First Ladies and Gentlemen committed to shared responsibility and common purpose.
Throughout the programme, participants explored how soft power — expressed through communication, education, values, and engagement — can serve as a unifying force in an increasingly fragmented world. Discussions addressed public diplomacy, the evolving geopolitical landscape, international protocol, and the role of women in global peace and security efforts.
The high-level training programme on diplomacy and international relations for First Ladies and Gentlemen was expertly moderated by Hannelore Veit — a distinguished journalist and published author with decades of experience in international broadcasting. The programme also featured insights from prominent international experts, such as Ambassador Emil Brix, Director of the Vienna School of International Studies, reflected on the shifting nature of international influence and the role of credible voices in shaping a country’s image abroad. Konrad Jagodzinski, Place Branding Director at Brand Finance, shared the results of the Global Soft Power Index 2025 and offered individual analyses for each participating country, underscoring how national reputation is becoming a cornerstone of international competitiveness.
Barbara Zehnder and Daniel Senn of International Courtesy Competence Ltd. led the session on international protocol, offering a practical and historical overview of diplomatic norms and formalities. They explored how protocol rules evolve across cultures and political contexts, and how First Ladies and Gentlemen can navigate them with flexibility, authenticity, and cultural awareness. Their insights highlighted both the opportunities and the challenges that protocol presents in international engagements — especially in ceremonial and high-level diplomatic settings.
Former President of the Slovak Republic, H.E. Zuzana Čaputová, addressed the intersection of diplomacy and ethics in global leadership, highlighting the importance of principled engagement in times of uncertainty. Dr. Robert Schütt, Chair of the Austrian Political Science Association, provided a geopolitical overview and discussed the growing challenges facing multilateral diplomacy.
Marking the 25th anniversary of United Nations Security Council Resolution 1325, Melissa Dobner-Mujanayi, Desk Officer for International Crisis Management at the Austrian Ministry of Defence and Ursula Gamauf-Eberhardt, Senior programme manager at the Austrian Centre for Peace and co-director of the Summer Academy on OSCE led a session on the Women, Peace and Security Agenda,. They emphasized the urgency of preserving human security approaches amid growing reliance on hard power and state-centric security frameworks.
Through open exchange, joint reflection, and practical engagement, the participants reaffirmed their commitment to strengthening international cooperation, advancing mutual understanding, and championing the principles of dignity, peace, and resilience in an increasingly complex world.
The high-level training programme on diplomacy and international relations for First Ladies and Gentlemen demonstrated that soft power — when rooted in authenticity, credibility, and shared purpose — is not merely an instrument of influence, but a bridge to long-term partnership and global solidarity. It marked not only a moment of learning, but a step forward in building a more connected and cooperative international community.
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The Summit of First Ladies and Gentlemen Global Platform is an international initiative that unites First Ladies and Gentlemen all over the world. The Platform, established in December 2023, builds on the success of the Summits of First Ladies and Gentlemen, launched in 2021 by the First Lady of Ukraine, Olena Zelenska, and aims to unite First Ladies and Gentlemen worldwide to address pressing global challenges.
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The Vienna School of International Studies (Diplomatische Akademie Wien) is a postgraduate professional school dedicated to preparing talented individuals for international careers in diplomacy, international organizations, and the private sector. Founded in 1754, it is one of the oldest institutions of its kind in the world and operates under the auspices of the Austrian Federal Ministry for European and International Affairs. The Academy offers interdisciplinary education combining international relations, political science, law, economics, languages, and intercultural skills, making it a leading center for diplomatic and international studies in Europe.
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Last update: 20 June 2025