The 2024 WECAA Fall Meeting, held at the Ronald Reagan Building in Washington D.C., brought together diplomats, industry leaders, and artists to explore the concept of soft power. Ms. Allyson McKithen, WECAA’s Board Member, the Executive Director of the World Trade Center, Washington DC, and Vice President of International Programs at Trade Center Management Associates (TCMA) gave the opening remarks as she welcomed all participants. Thereafter, Joan Brammer, President of WECAA and Public Affairs Attaché at the Embassy of Trinidad and Tobago, opened the event with remarks that set the tone for a thoughtful exchange.
Joan Brammer, President of @Wecaa_official gives her opening remarks at the 2024 Fall meeting held in Ronald Reagan Building Washington D.C. @KimberlyBassett @JanDuPlain @vicshib @MoEduTT @BPIAtweets @GloballyAJM @vicshib @HealthyLights @gotebs @PatrickRealiza @BuchiMenkiti pic.twitter.com/QQcURAG2xg
— DiplomaticWatch (@Diplo_Watch) September 19, 2024
Attendees came from a wide range of sectors, each bringing their own perspective to the role of soft power in fostering global relationships. Embassies represented included: Argentina, Azerbaijan, Bahamas, Bangladesh, Burkina Faso, Chad, Costa Rica, Cote D’Ivoire, Cuba, Dominican Republic, Egypt, Eritrea, Gabon, Georgia, Honduras, Lebanon, Libya, Madagascar, Malawi, Malaysia, Malta, Mongolia, Mozambique, Namibia, Netherlands, Oman, Pakistan, Portugal, Serbia, Sierra Leone, Slovak Republic, Thailand, Turkey, Ukraine and Zimbabwe.
Moderating the discussion, Rafael Ulloa, Deputy Publisher of El Tiempo, asked the panelists to define soft power based on their experiences. This question sparked a lively conversation, beginning with Licy M. Do Canto, President and Founder of The DoCanto Group, a global leader in public affairs and strategic communications, and a member of The Wilson Center Global Advisory Council. He compared soft power to Pablo Picasso’s philosophy of mastering the rules to break them creatively. For Do Canto, true influence comes from understanding the intricacies of human relationships and knowing how to leverage subtle interactions to drive change. He described soft power as the art of diplomacy, where quiet moments of connection—often outside formal settings—lead to meaningful progress.
Licy Do Canto, at the WECAA 2024 Fall Meeting, described soft power as the art of building bridges through personal connections and subtle diplomacy@Wecaa_official @JanDuPlain @KimberlyBassett @PatrickRealiza @AmbMukantabana @gotebs @HealthyLights @vicshib pic.twitter.com/ZMDN4id4gQ
— DiplomaticWatch (@Diplo_Watch) October 6, 2024
At the @Wecaa_official Fall Meeting on Soft Power, Rafael Ulloa introduced the expert panel, setting the stage for a discussion on how nations use culture and diplomacy to strengthen global relationships.@KimberlyBassett @JanDuPlain @vicshib @MoEduTT @BPIAtweets @GloballyAJM… pic.twitter.com/dwP4z9vvPy
— DiplomaticWatch (@Diplo_Watch) September 19, 2024
Nimal Aluthgama, Assistant Director of the World Trade Center in Washington D.C., built on this idea by highlighting the role of international trade in soft power. Drawing from his background in diplomacy, he noted that trade strengthens ties between nations, creating avenues for collaboration that transcend political barriers. For Aluthgama, the WECAA meeting itself exemplified soft power by bringing diverse voices together to discuss common goals.
Nimal Aluthgama, Assistant Director at the World Trade Center DC, highlighted how international trade serves as a key tool of soft power, building partnerships and deepening global connections across borders during the WECAA October meeting.@Wecaa_official @_WTCOfficial… pic.twitter.com/wmNgVjAH4u
— DiplomaticWatch (@Diplo_Watch) October 6, 2024
The conversation then shifted to the luxury and fashion industries, with Sherrie Beckstead, a jeweler and philanthropist, explaining how her work in high-end fashion creates platforms for cultural exchange. She shared her involvement in philanthropic efforts and collaborations, such as the Trust for the National Mall and supporting race car drivers Jordan Wallace and Reema Juffali. Beckstead noted how soft power can emerge through creativity and vision, especially in spaces like fashion and sports where influence often speaks without words.
Sherrie Beckstead explores how fashion and luxury industries drive soft diplomacy, shaping global perceptions and fostering cultural exchange at the @Wecaa_official September event.@KimberlyBassett @JanDuPlain @vicshib @MoEduTT @BPIAtweets @GloballyAJM @vicshib @HealthyLights… pic.twitter.com/5koWr79k9K
— DiplomaticWatch (@Diplo_Watch) September 19, 2024
Next, Hector J. Torres, an artist with over 45 years in the hospitality industry, shared how art became his way of addressing the needs of underserved communities, particularly during the AIDS crisis in the Latino community. His work in hospitality gave him opportunities to engage with others in meaningful ways, and he praised the diplomatic community for their support in moments of crisis. Torres reminded the audience that soft power often comes through acts of empathy and solidarity, fostering connections that lead to lasting change.
Hector J. Torres added his thoughts on Soft Power as an Artist. @Wecaa_official @JanDuPlain @vicshib@vicshib @HealthyLights @gotebs @PatrickRealiza@BuchiMenkiti pic.twitter.com/l5cOO2swSy
— DiplomaticWatch (@Diplo_Watch) September 19, 2024
Professor Anita Schmied followed with a reflection on the role of education as a powerful force in shaping global understanding. She pointed out that teachers often leave an indelible mark on their students, influencing future generations and creating a ripple effect that extends far beyond the classroom. Schmied’s comments pointed out how soft power can be cultivated through knowledge and education.
Professor (Rtd.) Anita Schmied discussed soft power in education, emphasizing how educational initiatives boost global influence and create understanding. @Wecaa_official @KimberlyBassett @JanDuPlain @vicshib @BPIAtweets @GloballyAJM @vicshib @HealthyLights @gotebs… pic.twitter.com/IdmXa4cU8w
— DiplomaticWatch (@Diplo_Watch) September 19, 2024
Shifting from education to the arts, filmmaker Todd Clark offered a redefinition of soft power, calling it “strong healing.” He spoke of the arts’ ability to heal communities by bringing people together through shared stories and experiences. Clark’s view of soft power emphasized its role in nurturing deeper connections and helping people rediscover a sense of common humanity. His words resonated with the audience, adding another layer to the conversation.
Todd Clark, filmmaker, director, and producer, contributed his views on soft power at the @Wecaa_official event@KimberlyBassett @JanDuPlain @vicshib @MoEduTT @BPIAtweets @GloballyAJM @vicshib @HealthyLights @gotebs @PatrickRealiza @BuchiMenkiti pic.twitter.com/xM2UIo0edc
— DiplomaticWatch (@Diplo_Watch) September 19, 2024
Amy Austin, President of Theatre Washington, continued the discussion on the arts by stressing the region’s thriving theatre community. With 85 theatres under her organization’s umbrella, Austin emphasized how theatre acts as a conduit for storytelling that shapes perceptions and builds bridges between cultures. Her remarks reinforced the idea that the arts are a critical component of soft power.
Amy Austin, President /CEO of Theatre Washington, recently spoke as a Panelist at the WECAA meeting about how Arts serve as soft power, sharing how the region's thriving theater community shapes culture and builds connections @Wecaa_official @JanDuPlain @vicshib @KimberlyBassett… pic.twitter.com/n9jTYufwr0
— DiplomaticWatch (@Diplo_Watch) October 6, 2024
Spiritual leader Gerry Eitner brought a personal and heartfelt perspective to the discussion, describing soft power as rooted in love. As the President of Communities of Peace, Eitner explained how love builds understanding and unity, making it a potent form of influence in any setting. Her closing thoughts provided a fitting conclusion to the diverse perspectives shared throughout the event. She then invited Allyson Mckithen to show a quilt she made in respect to her speech. “Each of these trees represents one of my colleagues here in our office and Jan…, says Allyson as she presented the quilt.”
The final speaker, Gerry Eitner, addressed soft power from a spiritual perspective, stressing love as a fundamental force. @Wecaa_official @KimberlyBassett @JanDuPlain @vicshib @GloballyAJM @vicshib @HealthyLights @gotebs @PatrickRealiza @BuchiMenkiti pic.twitter.com/fPbEMBqpat
— DiplomaticWatch (@Diplo_Watch) September 19, 2024
After the panel discussion, Ambassador Hanene Tajouri Bessassi of Tunisia who received the inaugural WECAA Award of Kindness expressed her gratitude to the panelists and made a clarion call to embrace kindness as a form of soft power left.
H.E. Hanene Tajouri Bessassi, Ambassador of Tunisia to the U.S., received the inaugural @Wecaa_official Award of Kindness and delivered the closing remarks. She expressed gratitude to the panelists and encouraged all to embrace the power of kindness. @KimberlyBassett @JanDuPlain… pic.twitter.com/pGWSplbs0L
— DiplomaticWatch (@Diplo_Watch) September 19, 2024
The event seamlessly brought together voices from different fields, showing how soft power, in its many forms, continues to shape the world by promoting connection, creativity, and compassion.
