Indian Ambassador stresses soft power, digital outreach at Saudi Media Forum
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Indian Ambassador to Saudi Arabia Dr Suhel Ajaz Khan addressed the Saudi Media Forum on Thursday, focusing on the role of soft power and digital communication in modern diplomacy.
Dr Khan took part in a high-level panel discussion titled ‘Influence Diplomacy: Media and Shaping the Image’ at the forum, which is organised by the Saudi Ministry of Media and brings together international media professionals, policymakers and communication specialists.
In his remarks, Dr Khan said countries need to adapt their communication approaches to remain effective in a changing global environment. He outlined three key elements shaping contemporary diplomatic engagement.
He said public diplomacy requires cultural relativism, stressing that outreach efforts cannot follow a single model. Dr Khan said successful engagement depends on understanding local contexts, values and traditions when communicating with different audiences.
He also highlighted the growing role of soft power, saying a country’s global standing is increasingly influenced by culture, values and policy choices rather than economic or military strength alone. He described soft power as essential for building trust and long-term international relationships.
Addressing digital communication, Dr Khan said governments must make full use of social media and online platforms to keep pace with the modern news cycle. He said effective messaging must be timely, credible and transparent.
“In the digital age, transparency isn't just a virtue; it’s a necessity for credible outreach”, he said.
Dr Khan’s participation came as India and Saudi Arabia continue to expand cultural and strategic cooperation. Both countries are undergoing domestic transformation initiatives, including Saudi Arabia’s Vision 2030 and India’s Digital India program, with media seen as a key channel for communicating these changes internationally.