Turiba University

Faculty of Communication

SKA3D1

Yohan Lakshan De Silva

INTERNATIONAL COMMUNICATION AND FOREIGN

AFFAIRS IN
SRI LANKAN EMBASSY OF SWEDEN

Study Paper

Department of Communication Sciences

Advisor: Jolanta Derkevica – Pilskunga, PhD

Riga, 2021
Annotation

Study paper’s topic – International communication and foreign affairs of Sri Lankan embassy of
Sweden.
Research question – What kind of communication strategies and management tactics using by
the organization.

Study paper aim - To evaluate the role of the communication process of the Embassy and learn
about the conflicts and challenges that this diplomatic body can face in the areas of
communication and international relations.

Research methods used - Quantitative method, Qualitative method, Content analysis

Keywords - International communication, Diplomacy, Social media and Management, Cross
culture communication.

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 Table of content
Introduction..............................................................................................................................4
1. International communication.......................................................................................6
1.1. Importance & Role of international communication in an organization.................8
1.2. International communication as strategic communication..................................10
1.3. Cross-culture communication as a theoretical concept and the problems...........12
2. Diplomatic communication..................................................................................14
2.1. Diplomatic communication theories....................................................................15
List of Literature & sources...........................................................................................17

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 INTRODUCTION

The author has chosen to write a study paper about International communication and foreign
affairs of the Sri Lankan embassy of Sweden one of the main diplomatic offices in Europe The
author has raised an aim for this paper to explore and examine the Explore and examine the
communication processes in the Embassy and discover the differences and possible issues of this
diplomatic organization on communication and foreign affairs stream. and discover the powerful
areas, advantages, and possible issues with the organization’s work & witness theoretical issues
in the real world.
In the theoretical framework, the author is interested in analysing topics like International
Communication, the Importance & Role of international communication in an organization,
International communication as strategic communication., Cross-culture communication as a
theoretical concept and the problems associated with it, Diplomatic Communication &
Diplomatic communication theories. Through these topics, the author intends to discover the
powerful areas, advantages, and possible issues with the organization’s work as a major
diplomatic institute.
In the third part, the Embassy of Sweden's aim, mission, objectives & causes were
analyzed in genera. Furthermore, empirical research methods Interviews, Questionnaires were
used to analyze staff members' & ambassadors' opinions. The content analysis method was used
to analyze the official facebook page and website.
In this modern world every state facing a big struggle to make good intercultural
relationships and communicate with the native people in different territories. To fulfill these
targets international communication acting a big role in an embassy and at the same time
strength of foreign affairs also contribute to reaching the target community in different methods.
Because of that reason embassy, it’s important to focus on their communication and management
skills. It should always carry the Sri Lankan state reputation and protect the values of Sri Lanka
in a different geographical area.
Study paper goal:
Explore and examine the communication processes in the Embassy and discover the differences
and possible issues of this diplomatic organization on communication and foreign affairs stream.
Study paper task:
1. To analyse the theoretical framework of International communication, foreign affairs &
diplomacy.

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 2. To Analysis international communication elements of the Sri Lankan Embassy of
Sweden and to Survey with social media followers & understand the impact of social
media as communication elements to reach Sri Lankans' lives in Sweden.
3. Interview with the ambassador and identify the view, future goals, and real-world
difficulties. Make a content analysis of “Sri Lankan embassy of Sweden” on the official
web page and social media (Facebook), to identify the way how they work in
international communication using social media and new technologies. Using open and
closed-end questions searching international communication and foreign affairs and as
well as build up hypotheses using them.
4. Based on the aim and tasks of the study paper conclude the overall issues with working
international communication and foreign affairs. Also, give some possible suggestions on
how those problems could be handled.

Research methods:
1. Quantitative method: 14 multiple choice questions will be asked from 10 employees from
staff members of Sweden's embassy of Sri Lanka. They responded in 1 week. The target
audience was reached by email and social media.
2. Qualitative method: Interview was conducted with administrational figure (Ambassador of
Sri Lankan embassy Sweden. 7 open questions were asked. And was reached by email and social
media & received a response within a week.
3. Content analysis: Analysis’s content of “SL embassy of Sweden” official web page and
Facebook page, to see its content in different languages (Sri Lankan languages – Sinhala Tamil,
Sweden languages – French Dutch and English as international language) and their overall level
of social media usage of Sri Lankan embassy of Sweden.)
Research question:
What kind of communication strategies and management elements are used by the Sri Lankan
embassy of Sweden?

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1. INTERNATIONAL COMMUNICATION
International communication, also known as global communication or transnational
communication, is the method of communicating across national boundaries. The growing
impact and influences of globalization on the scope of government, business, people
interconnections on a global level. Political, economic, social, cultural, and military issues are
also part of international communication in today's world. With the technological advancements
of the modern era and as a consequence of globalization, communication may often be identified
as a more effective technique to research. Communication is necessary for the international field
industry, as it is in other related activities.
‘Early theories of mass communication were focused on communication as a one-way
process in which a sender does something to one or more receivers. However, the identity of this
something remained a matter of debate. Some theories viewed communication as a process of
dissemination, a flow of information in which a sender disseminates a message to receivers by
revealing its meaning within this message. In this case, the focus is on the flow of information,
where this information is seen as objective, as in the mathematical communication theory
developed by Shannon” (Shannon & Weaver, 2011:35).
In concerned in communication issues related to today's global community ideas to
consider are Multinational communication methods, global knowledge, and policy, ethnic
nationalism, intercultural contact. International communication theory exposes the disparity in
global media representations and portrayals, analyzes media domination of different industries,
and examines cultural implications of mainstreaming' by globally distributed media in the age of
modernization primarily around push technologies.
“In the modern age, modernization theory looks at how new technologies and systems are
leading to a more homogenized world. It talks about the world of globalization, where cultural
mores and ideas are easily spread throughout the world, leading to a sort of universal culture that
serves as a baseline for all cultures. As societies in the world modernize technologically, cultures
will also become more like one another. It can also help spread social ideals of greater liberty
and freedom.” (Sahar Riaz, Rawalpindi,2015 :54)
Globalization has a direct impact on global communication, which results in the
expansion of market opportunities, the removal of cultural barriers, and the growth of a global
village. Globalization and global connectivity have affected the world's natural, cultural,
political, and economic elements. International communication is important since the boundaries
between nations have changed because of the internet. To resolve these disputes and prevent
them from becoming larger issues, international communication is needed.

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 International communication was mainly an East-West issue in the period immediately
following World War II, by the 1960s shifts in global power structures – characterized by the
growing roles of the newly independent states within Africa and Asia – had brought the Third
World to the forefront of debates on international communication. Global communication was
initially perceived as a vehicle for establishing social change and economic growth –
‘modernization’ in other words – in the so-called less industrialize (Kevin Johnston,2018:31)
The process of globalization has a direct impact on international communication, which aids in
the expansion of market opportunities, the removal of cultural barriers, and the creation of a
global village. Globalization and global connectivity have influenced the world's climate,
culture, politics, and economy.
“Make the point that what and how one communicates has an effect that may alter future
communication. The main shortcoming of the circular model is that if accurately understood, it
also suggests that communication comes back, full-circle, to the same point from which it
started. The helix gives geometrical testimony to the concept that communication while moving
forward is at the same moment coming back upon itself and being affected by its past behavior,
for the coming curve of the helix is fundamentally affected by the curve from which it emerges.”
(F.E.X.Dance,2012 : 42).
As previously stated, basic international communication theories do not change in
response to changes or as a result of globalization, resulting in the same previous theories and
communication requirements.
It can be concluded that global connectivity is in a constant state of change and evolution.
It not only occupies a prominent position in virtually every aspect of today's global, national, and
local structures, but it has also brought to the world previously unknown contradictions and
uncertainties.   

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1.1. Importance & Role of international communication in an organization
International business partners must be able to communicate effectively to achieve global
success. In international business partnerships, underlying national and organizational cultural
differences build barriers to effective communication can slow the results.
Organizational communication is described by Torp, as comprising everything an
organization speaks and does as well as everyone who is affected by the existence and activities
of the organization (Torp,2015: 20).
As an important element of communication, it helps to share a country's and policy's
impact. This may take the form of collecting information, but it's much more likely to take the
form of what political scientists refer to as "soft power," or the use of positive, relationship-
building activities, institutions, and other forms of interaction.
‘Critical theory assumes that conflict is the natural state of an organization. Employees
tend to resist managers, and departments compete for budgets and influence. Upper management
must always strive to motivate lower management and employees, who in turn regularly lose
motivation. Communication under this theory takes on the role of resolving conflicts, preventing
problems between groups of people, encouraging employees to do more, and providing direction
that will unify the workforce under a single goal”.(Kevin Johnston,2018:34)
International communication theories are similar in most fields, but when it comes to
organizational concepts, they take on different forms because they are more applicable to
organizational frameworks and regulations. The power of internal and external communication
rates the performance of a business organization or a non-profit organization or a non-
governmental organization (NGO).
“Under scientific management arbitrary power, arbitrary dictation ceases, and every
single subject, large and small, becomes a question for scientific investigation, for reduction to
law the best management is true science resting upon clearly defined laws, rules, and principles,
as a foundation. Taylor explains it under different points such as time-motion and workers
attitudes, etc. managers needed to communicate in a clear-cut and candid manner. Further,
employees do not need to provide input; they just need to know how to execute their jobs”
(Taylor F,2010: 13).
Scientific Management Theory, developed by Fredrick Taylor, has had a significant
influence on organizational communication and is considered one of the major masterpieces in
the field. As to Tailor's philosophy, roles and communication should be based on scientific
principles, making it easier to understand the duties and obligations of the job. Furthermore, his

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explanations increase motivation at all levels of the organization, as everyone finds personal and
team goals to accomplish within the organization structure.
When talking about the importance of the role of communication, International business
partners must be able to communicate effectively to achieve global success. A company will
build stronger foreign business partnerships and respond more quickly to market opportunities
and challenges by proactively managing its communications. In general, transparent and clear
communication within an organization ensures that all workers, from senior management to
entry-level employees, are aware of the company's priorities and culture, as well as how it
introduces itself to consumers and clients.
In modern organizational communication mainly focus on clear and concise definitions,
directions, and responsibilities of each position to avoid the confusion of the working
environment same time it’s necessary to reduce the power distance to maintain good
communication from top to bottom and same way reverse.
Mainly organizational communication defines four characteristics of the organizational
discourse:
i) In an organization, discourse is of crucial significance for the success of the various
communicative activities which occur there and for the actual survival of the organization
ii) Discourse plays an essential role in the construction of an organization as a unique and
attractive entity; discourse builds up and maintains the organizational self
iii) The relationship between discourse and organization is a complex one; discourse creates the
organization as a unique entity
iv) Companies are steered by ideas and discourse is part of the dissemination of those ideas,
internally and externally. (Gunnarsson Johansson, Norlyk, Bülow-Møller, 2011: 24)
To conclude the author wishes to say that Many communication obstacles, which can be
due to either the sender or recipient, can cause communication to break down. As a result,
understanding the obstacles is essential for successful communication. It's also crucial to use the
correct communication channel since the wrong medium undermines from the message. Since
different cultures have different standards about verbal communication and different terms will
be interpreted differently across cultures, extra care is required when communicating across
cultures.

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1.2. International communication as strategic communication
The purposeful use of communication by an organization to fulfil its mission is described
as strategic communication. Key concepts such as audience research, target setting, and message
strategy are identified in the concept. The word "strategic" is most often associated with
management and decision-making authority.
“The strategic communication process typically is a communication process that follows
from an organization’s strategic plan and focuses on the role of communication in enabling the
organization’s strategic goals and objectives.” Some years earlier, they specified this in another
way and proposed: “Strategic communication is the practice of deliberate and purposive
communication that a communication agent enacts in the public sphere on behalf of a
communicative entity to reach set goals” (Holtzhausen & Zerfass, 2013: 17,19).
Since communication strategies are the primary guiding force behind effective
international communication, they include all aspects of communication to achieve the desired
outcome. While communication has existed since the dawn of time, it is only recently that
techniques for communication have been developed. These strategies are used in a variety of
fields, ranging from military battlegrounds to all other fields, to create and maintain
communication levels.
´The emphasis is on the strategic application of communication and how an organization
functions as a social actor to advance its mission. Whereas academic research on organizational
communication broadly examines the various processes involved in how people interact in
complex organizations, strategic communication focuses on how the organization itself presents
and promotes itself through the intentional activities of its leaders, employees, and
communication practitioners.” (Hallahan, 2007: 19).
According to international communication, a variety of techniques are used in
international conferences, businesses, and other organizations to ensure a high degree of
communication both internally and externally. As a conversational or collaborative process,
communication techniques play a major role in international communication, as well as
interpersonal communication and communication with the general public. Communication
strategies may be described in terms of an organization's mission concept or, more specifically,
in terms of the goal area and principles expected to be reached. As a theory of international
communication methods, it is mostly used to avoid language and other obstacles to
communication.
The scope of organizational communication broadens to include virtually everything an
organization says and does, and everyone who is affected by the organization’s existence and

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activities. That is why nowadays not only everything is viewed as communication, but also as
strategic communication. (Torp, 2015: 22)
Borderless communication is a big role played by organizations all over the world, and
such techniques can be identified as the most effective strategies for forming partnerships
between states and organizations at the same time. Communication is the most important value
for a state, institute, or association, and credibility, brand recognition, and public perception are
all dependent on the organization's quality of communication. These theoretical techniques have
a greater impact in terms of raising the public interest of external communication while also
strengthening internal communication in foreign fields.
To conclude the author wishes to say Different types of goal-oriented communication
within and between organizations, their partners, and the community are referred to as strategic
communication. And is a new practice and research area that brings together existing disciplines
like public relations, corporate communication, and marketing communication into a single
context. The field is based on a recognition of the critical role of communication in the survival
and success of all organizations.
The apparent rise in alternative media and the possibilities opened up by the internet was
seen as a step toward connectivity disruption. For making forecasts about future trends and
constructive policy formulation, understanding globalization communication mechanisms and
their consequences are needed.

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1.3. Cross-culture communication as a theoretical concept and the problems
Cross-cultural communication is a field of study that looks at how people from differing
cultural backgrounds communicate, in similar and different ways among themselves, and how
they endeavour to communicate across cultures. It can also apply to the use of behaviour,
expressions, and body language to exchange, discuss, and mediate cultural differences. It is how
people of various cultures interact with one another.
To maintain and build up a good cross-cultural, ‘Language personality includes all the
communication codes. We offer to define the following levels in the development of
communicative personality:
1. Denial of cross-cultural differences
2. Denial of another culture
3. Understatement, minimizing cultural differences
4. Cultural relativism
5. Adapting to other cultures
6. A higher level of cultural adaptation’ (Nitza Davidovitch1 & Kateryna
Khyzhniak, 2017: 18).
Since everyone in this international communication age must connect and form
relationships with other communities, people, and governments, cross-cultural communication is
one of the most prominent fields of the overall communication field. Different states or
intergovernmental cooperation are the most common examples, but it may also refer to different
cultural elements of the same country in some cases.
It is more or less the same in corporate and interpersonal fields because international
relationships are founded on ways of communicating that fill the needs of individuals and
audiences. The definition of cross-cultural theory and analysis can be described in a few key
points, such as Individualism, collectivism, high‐ or low‐context communication, power distance
& uncertainty avoidance.
“Cross-cultural communication and effective communication is of paramount importance
because as the business is spreading across the country it is not only a requirement but is
imperative in present. If one is lacking effective communication skills, he/she cannot compete
and survive in the International market. Business success today depends not only on what you
communicate but also on how well you communicate. Communication is an integral part of our
professional lives and we cannot perform without it.” (Reetika Sood, 2017: 27).
The business world, as well as every other foreign area and operation, requires cross-
cultural communication. In an organization or any other position where coworkers and

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stakeholders are working together for the same goal, preserving and recognizing cross-cultural
contact improves the power of internal partnerships. However, with diverse cultural
backgrounds, cultures, and nationalities, perfect cross-cultural engagement techniques may serve
to increase commitment to the business or organization.
According to Dr. Reetika Sood's explanation in the ‘Cross-Cultural Communication &
Effective Communication’ article, it mentions the 7C concept to maintain an exemplary level of
cross-culture communication.

1. Creativity
2. Courtesy
3. Conciseness
4. Correctness
5. Credibility
6. Completeness
7. Consideration (Reetika Sood, 2017,30 )

According to R. Craig, every disciplinarily has intellectual, professional-institutional, and

sociocultural components. In other words, the resources for constructing and legitimizing every
discipline are found in three contexts: “intellectual contexts of classic and current texts, theories,
problems, methods and modes of analysis; institutional contexts of universities and departments,
professional organizations, funding agencies, publishers, libraries, databases, and associated
classification schemes; and sociocultural contexts of ordinary concepts and practices more or
less deeply ingrained in the cultural belief systems and habits of the general society”. (Craig,
2012: 10 )
The key explanation why cross-cultural dialogue receives so much interest in the field of
international communication is that it serves as a bridge between two or more entirely different
audiences with different perspectives and ideas. It serves as a forum for resolving a variety of
problems and concerns.
To conclude, complex process of cross-culture communication, one successful Japanese
executive said “ to be effective in two cultures is like handling two swords at the same time”. We
must be assertive, fast, and to the point in one culture. In other cultures, we may need to be
unassertive, polite, and indirect to fit into.

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2. DIPLOMATIC COMMUNICATION
Diplomacy, or the management of foreign affairs by diplomatic behavior, is a significant
part of the international system. Diplomacy is the skill of using consultation, persuasion, and
other nonviolent methods to influence the policies and actions of international governments or
organizations. Diplomacy is the term used to describe foreign affairs mediated by experienced
negotiators on several subjects and topics.
Diplomatic communication is mainly based on intergovernmental or government and
organizational communication. It is one of the dynamic communication methods in the world
and every decision and direction of the world is based on the success of this diplomatic
communication as it is representing the voice of the state and all the population or a specific
culture or more. Every time it has to be responsible and well-mannered to the audience and as
well as for the representing state or people. “Diplomatic communication is about being honest
but not brutally honest. And by the way, it doesn’t mean misrepresenting the truth either. It
means communicating in the way that makes a person feel the interaction was respectful and
positive” (Lisa B. Marshall, 2011: 12).
Diplomacy is the primary tool of international relations, which involves a state's overall
priorities and plans for dealing with the rest of the world. Diplomatic negotiations and
procedures are typically the sources of international treaties, partnerships, alliances, and other
manifestations of foreign policy. Diplomats may also help influence a country's foreign policy by
providing advice to the government. Diplomacy requires the exchange of information between
governments. Today, the importance of contact is most visibly displayed when international
relations are interrupted and the parties are required to make out, and discover, alternative means
of communication.
‘Characteristics of diplomatic communication - characteristics of diplomatic
communication include, but are not limited to:

 Relaxed demeanor
 Sticking to the subject matter being nonjudgmental
 Avoiding hasty or too broad generalization
 Using inoffensive language, avoiding rude and sarcastic remarks

 Flexibility on non-principal issues

 Positive approach (Charles Maurice, 2017: 18)
The majority of diplomacy is now done by a dedicated international relations office by
accredited officials such as diplomats and ambassadors. Diplomats work through diplomatic
missions, most often consulates and embassies, and depend on a variety of support staff; as a
14
result, the word "diplomat" is often used to refer to both diplomatic and consular employees as
well as foreign ministry officials.
“Diplomacy is especially valuable during conflicts. It emerged from dealing between
states which typically have diverged interests, clashes of which led to war, the key part of any
diplomatic communication is the ability during confrontation to express your feelings, needs,
legitimate rights, or opinions in an inoffensive fashion” (Charles Maurice, 2017: 23).
Hedley Bull argues that “The pristine form of diplomacy is the transmitting of messages between
one independent political community and another”. Diplomacy's abstract representations, too,
appear to emphasize its communicative aspects. A diploma has the dual meanings of a hidden
letter and an official document granting the bearer those privileges.

2.1. Diplomatic communication theories

Theoretically, there are also guidelines to obey as guidelines and more under ethics in a
good diplomatic discussion. As a result, correct networking mechanisms reflect the whole
community's support for you.
“Communication is the essence of diplomacy. There has never been a good diplomat who
was a bad communicator”. (Paul Sharp, 2018: 15)
“The analysis of international or diplomatic communication is approached at three levels
Channels (viz, dyads) signals messages (viz international events-intents) and networks (viz.
International systems)”(Claudio Cioffi, 2015:27).
“Intergroup relations are characterized by a sense of less emotional, moral and legal
commitment than intragroup relations and are more prone to misunderstanding and hence to
tensions and conflicts, both wanted and unwanted”
“Intergroup relations are characterized by a sense of less emotional, moral and legal
commitment than intragroup relations and are more prone to misunderstanding and hence to
tensions and conflicts, both wanted and unwanted”. (Paul Sharp, 2018: 15-17)
The key guiding forces in foreign policymaking and other important decisions are well-
behaved and direct diplomatic communication since weak communication factors contribute to
further drawbacks for states, and going without a vote on an international forum is one of the big
issues that any other country can face.
In a conclusion, good communication skills enable individuals to stand alone in any
situation or problem since in the twenty-first century, most nations are focused on
communicating the actual reality of their territories.
It is a major concern for diplomats, who are responsible for bringing problems and
proposals to the world stage. There are no individual challenges for a nation in today's globalized

15
world; instead, they concern the whole world in the same way as the burning problems of this
era, such as economic depression, conflict, and refugee issues, can be identified primarily, and
several organizations and institutions are working to address them. the author feels there is a
communication gap between the victims and the representatives, as diplomatic communication is
not fairly distributed among the victims' families.

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3. ANALYSIS OF SRI LANKAN EMBASSY OF SWEDEN AIM MISSION AND
CAUSES
Sweden and Sri Lanka formed diplomatic ties on November 18, 1949, and the Sri Lankan
Embassy in Sweden opened on September 28, 1970. On the 5th of January 1953, Sri Lanka
formed diplomatic ties with Denmark through its Embassy in Stockholm, which was
concurrently accredited to the Kingdom of Denmark. On October 10, 1991, Sri Lanka recognised
Estonia, and diplomatic relations were established on January 31, 1996. Under the residence in
Stockholm, the Ambassador of Sri Lanka is also accredited to the Republic of Estonia. This
Embassy was also concurrently accredited to the Republics of Latvia and Lithuania, with whom
Sri Lanka formed diplomatic relations on September 19, 1996, and August 20, 1996,
respectively. The Embassy of Sri Lanka's Chancery is located on its property in a prime location
in Stockholm, known as Strandvägen, a well-known street.
The mission: The promotion, projection and protection of Sri Lanka’s national interests
internationally, following the foreign policy of the Government and advising the Government on
international developments which affect Sri Lanka.
Sri Lanka is a developing country that ended its 32-year civil war in 2008. With these
political, regional, and geographical problems and concerns, international relationships are more
relevant as a developing country, and the Sri Lankan embassy in Sweden has played a key role in
establishing the Sri Lankan landmark in Europe. In light of traditional embassy processes and
activities, the Sri Lankan embassy in Sweden needs to establish a more open relationship with
the EU and the European Parliament to achieve more benefits for the country. At the same time,
the embassy must look after the Sri Lankan community in Sweden and Luxembourg.
As a developing country, and particularly after ending a long war, the Sri Lankan
embassy has several tasks to complete, one of which is to hold more Sri Lankan exhibitions in
Belgium. This is important because Sri Lanka is a tourism destination, and the embassy wants to
raise awareness of the country's values and natural beauty among Europeans.
As an embassy, they are responsible for promoting the country's positive appearance and
prestige, as well as serving as a state representative organization. The key aim of the Embassy is
to provide excellent service to Sri Lankans living and studying in Sweden, as well as to represent
the Sri Lankan government in EU institutions and to promote a positive picture of Sri Lanka.
Especially making sustainable communication and earn more benefits and opportunities to Sri
Lanka is the main aim of the embassy.
Sri Lankan state and government are seeking more financial benefits from the EU union,
especially financial loans and technical assistance for development projects, as a developing

17
country. The Sweden embassy in Sri Lanka is playing a key role in communicating and securing
agreements at the same time as the government of Sri Lanka expects further investments to be
made in building infrastructure, and as an embassy, they have met with them and other
organizations more directly.
Each month, the Embassy must analyze political and EU institute decisions, particularly
regarding "Brexit" and other issues. These reports have a greater impact on Sri Lankan foreign
policy decisions. Sri Lankan Embassy, as a state-representing body, is still attempting to make an
extrinsic approach for all. It can be seen in the workplace, especially in terms of cultural factors
and, at the same time, working processes and communication methods. To summarize, the
embassy's goal is to have a positive effect on the international community's perception of Sri
Lanka, and they are working hard to achieve that goal.
The following is a brief listing of services that are offered at the Embassy of Sri Lanka in
Stockholm, Sweden.
 Process passport applications
 Process visa applications
 Legalization of documents
 Issuing emergency travel documents
 Registration of marriage, birth, and death
 Attestation of documents
 Police Clearance Certificate (PCC)
 Authentication of documents

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4. ANALYSIS INTERNATIONAL COMMUNICATION AND FOREIGN
AFFAIRS OF SRI LANKAN EMBASSY OF SWEDEN

The author has used 3 methods to analyses International communication and foreign
affairs of the Sri Lankan Embassy of Sweden.
1. Quantitative method: 20 multiple choice questions will be asked from 10 employees from
the staff members for the survey. They responded in 1 week. The target audience was reached by
email and social media.
Aim: Understand the opinion of staff members and international communication and
foreign affairs of the Sri Lankan Embassy of Sweden.
2. Qualitative method: The interview was conducted with an administrational figure
(Ambosider of Sweden embassy ) . 6 open questions were asked and were reached by email and
social media & received a response within a week.
Aim: The interview was used to get a personal and organisational viewpoint, understand
& aspects of international communication and foreign affairs.
3. Content analysis: Analyse the content of the Sri Lankan embassy of Sweden Facebook page
and homepage, to see its content in different languages and their overall level of social media
usage and day to day activities and advertisements of social media pages
Aim: to discover International communication elements, followers feedbacks and
attitudes about embassy communication and foreign affairs.

4.1. Opinions of Ambassador of Sri Lankan Embassy of Sweden.

To evaluate the views of the ambassador for the Sri Lankan embassy in Sweden, the
author used six open-ended questions. The author used open-ended questions to gain personal
and organizational perspectives, as well as to consider the aspects of real-world communications
and to identify obstacles and capabilities of the embassy.
As the first question, the author asked “Are you happy to work in a foreign country and
represent Sri Lanka”, this question was used by the author to learn about his feelings, job and his
personal opinions on this. According to his explanation and point of view, he is extremely proud
of this position and his colleagues, who he claims are doing excellent work for Sri Lanka while
still receiving a decent salary and other rewards for working in a foreign country. According to
his statement, he has served as a Sri Lankan diplomat in many European countries, including
England, France, and others. The ambassador went on to say further about the situation in Sri
Lanka, stating that diplomats are appointed for three years and that as a diplomatic office, they
can work for Sri Lankans living in Sweden at any time.

19
 As the author stated in his second question “What are the communication methods used
in the embassy”, This question was used by the author to survey the embassy's internal and
external communication processes. According to his reasoning, he specifically explains the
office environment, stating that they employ two Norwegians full-time, one as a receptionist and
the other as a translator. The ambassador clarified that because it is a small embassy with a small
staff, they have easy access to all positions and can speak with anyone directly. He categorized
external communication into two sections, the first as communicating with the European Union
and the second being inter-government communication. He clarified that since the Sri Lankan
embassy is unable to use its native language in other countries, diplomats are more concerned
about their English skills. They must attend European union meetings every week, and as an
embassy, they must engage in more discussions about European Union decisions and analyze the
next moves.
The ambassador went into further detail about the second type of foreign contact, which involves
engaging with Sri Lankans in Sweden. He clarified that the Sri Lankan embassy in Sweden, like
other embassies, communicates with the local community according to standard procedures. The
Sri Lankan embassy prioritizes local language to meet the needs of the people in this situation.
As the third question, the author asked “How do you rate working with the European Union
as a non-European embassy”. the author used this question to classify the most serious
challenges when consulting with the European Union and associated institutes. It is, in his
opinion, the most difficult job he has had in his whole working career. As a small nation, he
explained, dealing with and communicating with influential government institutions is
challenging. However, they mentioned that as an embassy, they would work harder to obtain
more opportunities and prevent human rights violations during the war. He went on to say that
the European Union and other institutions are still working to improve the lives of Europeans,
even though they are trying to meet the needs of Sri Lankans, but he sees GSP+ as one of the
biggest plus points for Sri Lanka.
As the author stated in his fourth question “In a foreign continent, how do you admire and
engage in Sri Lankan cultural religious events”. This query was used by the author to learn
about public relations practices aimed at both the Sri Lankan and Sweden communities. From the
ambassador's perspective, he explains a wide range of Embassy operations. Since Sri Lanka is a
multi-religious nation, the embassy's cultural and national events take precedence over religious
activities. He focused on the celebration of the 4th of February independent day. According to
his explanation, the embassy was able to expose Sri Lankan cultural principles during the
independence day celebrations by hosting a large event in the embassy grounds with VIP guests

20
from the European parliament and other organizations. Futher more he explained It was an
excellent chance to demonstrate to European society the true meaning of national values. Aside
from showcasing these activities, he clarified that as an embassy, they participate in all of
Stockholm's exhibits, which draws a lot of interest to Sweden's local communities.
As the 5th question “How is the relationship between the Sri Lankan government, foreign
ministry, and non-governmental organizations (NGOs) and the Embassy”. This query was used
by the author to define contact skills between the Sri Lankan government and other higher-level
related fields. According to Mr Maxwell Keegel (Ambassador), embassy or diplomatic officers
serve the Sri Lankan government, but as state employees, they must maintain high contents of
communication with all other related fields and institutes. According to his explanation, they
choose to communicate by e-mail because it is more official and safe, and as an embassy, it is
their duty to be available 24 hours a day, seven days a week for people in an emergency. Since it
may be a personal issue or tragedy for a Sri Lankan living in Sweden, or a sensitive condition in
Sri Lanka due to politics or any other significant issues, The embassy works as the main
respondent agency to clarify the real reality of Sri Lanka to non-governmental institutions and
other foreign organizations.
The author's final question was included “ What are the embassy's challenges in this
diplomatic mission”. This was the author's final inquiry to get a better understanding of real-
world working challenges and to summarize the ambassador's core idea. According to him, the
Sri Lankan government spends a significant amount of money maintaining an embassy in
Europe. He said that one of the main tasks for the embassy is to meet all of the state's
specifications and that since the embassy has a small workforce, everybody has to work together
and Regularly, I have a large number of fields to occupy.

Conclusion: To learn more about diplomatic missions and leadership skills, the author
asked six separate questions. As a result of the ambassadors' ideas and explanations, the Sri
Lankan embassy in Sweden is playing an increasingly important role as the primary and official
communicator with the European Union and other European institutions. Since the Sweden
embassy is responsible for all Baltic states and Denmark, the embassy has additional
responsibilities to meet all government requirements. As a third-world nation, it is difficult to
sustain a flawless forging mission, but in conclusion, the Sri Lankan embassy in Sweden will be
able to build and retain a positive profile within the Norwegian population through cultural
activities, as well as a positive picture among other Europe Union institutions.

21
22
APPENDIXES 01 – QUESTIONNAIRE

1. What is your gender?

A. Male
B. Female

2. The age group you belong to?

A. 25 – 35
B. 36 – 45
C. 46 – 55
D. 55 and above

3. What is your qualification to work in the embassy?

A. Post Graduate
B. Graduate-level
C. Under Graduate

4. Your marital status?

A. Single
B. Married
C. Divorce

5. What is your income level?

A. 1000 - 1500 EUR
B. 1600 – 2000 EUR
C. 2100 – 3000 EUR
D. 3000 above

6. How do you evaluate the international communication and foreign affairs of the Sri Lankan
embassy of Sweden?
A. Very Good
B. Good
C. Average
D. Bad
E. Very bad

7. How many languages can you manage to speak fluently?

A. 1 language
23
B. 2 languages
C. 3 Languages
D. 4 Languages

8. How would you rate Sri Lanka's international communication and foreign relations as a
country?
A. very good
B. In a good position
C. The government's international policies are ineffective
D. It is in a poor state and needs to change in a similar manner

9. As to your opinion, what is the most important position of this embassy?

A. Establishing positive relationships with EU institutions
B. Providing excellent service to Sri Lankans in Sweden
C. In Europe, representing government foreign policy decisions
D. All three answers

10. Do you feel the embassy is providing a good service to Sri Lankan citizens?
A. Agree
B. Disagree
C. No Idea

11. Are you satisfied with your job at Sweden Sri Lankan embassy?
A. Yes
B. No

12. What is the most important factor to consider while trying to reach out to Europeans?
A. Organizing exhibitions is a more successful way to reach out to the European community
B. People are more attracted by cultural events
C. Campaigns on social media are more effective
D. No idea

13. As an embassy, how do you feel about communication with EU institutes?

A. Very Good
B. Good
C. Average
D. Bad
E. Very bad
24
14. How will you rate the service provided by the Sri Lankan Embassy in Sweden to Sri Lankans
living in Sweden?
A. Very Good
B. Good
C. Average
D. Bad
E. Very bad

15. How do you rate the embassy's position as an intermediary between the Sweden government
and Sri Lankan governments?
A. Very Good
B. Good
C. Average
D. Bad
E. Very bad

16. Do you believe Sri Lanka should open more embassies and international missions in all EU
countries to have a greater impact?
A. Yes
B. No
C. No idea

17. Do you agree with the state's and executive's foreign policy decisions?
A. Agree
B. Disagree
C. No idea

18. How would you rate the embassy's relationship with the Sri Lankan community in Sweden?
A. Very Good
B. Good
C. Average
D. Bad

19. Within the embassy, do you have the right to voice your thoughts and opinions?
A. Yes
B. No
C. No idea

20. As an embassy how effectively & fast you deal with Sri Lankan student problems?
A. Fast
B. Average
C. Bad
D. Very bad

25
 APPENDIXES 02 – INTERVIEW

1. Are you happy to work in a foreign country and represent Sri Lanka?
2. What are the communication methods used in the embassy?
3. How do you rate working with the European Union as a non-European embassy? 
4. In a foreign continent, how do you admire and engage in Sri Lankan cultural religious
events?
5. How is the relationship between the Sri Lankan government, foreign ministry, and non-
governmental organizations (NGOs) and the Embassy?'
6. What are the embassy's challenges in this diplomatic mission?

26
APPENDIXES 03 – CHARTS ANALYSIS OF QUESTIONNAIRE

1. What is your gender?

Gender Analysis
7
6
6
5
4
4
3
2
1
0
Male Female

2. The age group you belong to?

Age Group
3.5
3 3
3

2.5
2 2
2

1.5

0.5

0
25 – 35 36 – 45 46 – 55 55 and above

3. What is your qualification to work in the embassy?

Education Level
7
6
6
5
4
4
3
2
1
0
0
Post Graduate Graduate-level Under Graduate

27
4. Your marital status?

Marital Status
8
7
7
6
5
4
3
2
2
1
1
0
Single Married Divorce

5. What is your income level?

Income Level
4
3.5
3
2.5
2
1.5 4
2
1 2
0.5 2
0
1000-1500
1600-2000
2100-3000
3000 above

In EUR

6. How do you evaluate the international communication and foreign affairs of the Sri
Lankan embassy of Sweden?

International Communication Foreign Affairs Review

4.5
4
4
3.5
3
3
2.5
2
2
1.5
1
1
0.5
0
0
Very Good Good Average Bad Very Bad

Based on 10 people

28
7. How many languages can you manage to speak fluently?

Fluency of
Languages(Sinhala,Tamil,English,Svenska)
6
5
5

4
3
3
2
2

1
0
0
1 Language 2 Languages 3 Languages 4 Languages

8. How would you rate Sri Lanka's international communication and foreign relations as
a country?

Rati ng of Sri Lanka's I nte rnati onal

Communicati on and Fore ign Country
4.5
4
4
3.5
3
Based opinion of employees
3
2.5
2
2
1.5
1
1
0.5
0
Option A Option B Option C Option D

29
9. As to your opinion, what is the most important position of this embassy?

Position of Embassy in Sweden

6
5
5

3
2
2
1 1
1

0
Option A Option B Option C Option D

10. Do you feel the embassy is providing a good service to Sri Lankan citizens?

Service to SL Citizens

20.00%

80.00%

Agree Disagree No Idea

11. Are you satisfied with your job at Sweden Sri Lankan embassy?

Job Satisfaction
20%

80%

Yes No

30
12. What is the most important factor to consider while trying to reach out to Europeans?

Reaching Factors to Europeans

Option D 1

Option C 5

Option B 2

Option A 3

0 1 2 3 4 5 6

Vital Factors

13. As an embassy, how do you feel about communication with EU institutes?

Level of Communication
Very Bad 0

Bad 1

Average 2

Good 2

Excellent 5

0 1 2 3 4 5 6

14. How will you rate the service provided by the Sri Lankan Embassy in Sweden to Sri
Lankans living in Sweden?

Service Level
4.5
4
4
3.5
3 3
3
2.5
2
1.5
1
0.5
0 0
0
Excellent Good Average Bad Very Bad

Based on SL Citizens

31
 15. How do you rate the embassy's position as an intermediary between the Sweden
government and Sri Lankan governments?

Position of Sri Lankan Embassy at both ends

7
6
6

3
2
2
1 1
1
0
0
Excellent Good Average Bad Very Bad

Existing scenarios

16. Do you believe Sri Lanka should open more embassies and international missions in
all EU countries to have a greater impact?

Impact of Sri Lanka

1

Yes No No Idea

17. Do you agree with the state's and executive's foreign policy decisions?

Foreign Policy Decisions

1

Agree Disagree No Idea

32
18. How would you rate the embassy's relationship with the Sri Lankan community in
Sweden?

Relati ons hip of Em bas sy with

Com m unity
4 4
4
3.5
3
2.5 2
2
1.5
1
0
0.5
0
Excellent Good Average Bad

19. Within the embassy, do you have the right to voice your thoughts and opinions?

Rights
11%

25%
64%

Yes No No Idea

20. As an embassy how effectively & fast you deal with Sri Lankan student problems?

Pace of Student's Service

10%

40%

50%

Fast Pace Moderate Pace Slow Pace

33
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