Co-created communications: Building trust and respect into public diplomacy efforts
By Lisa Ritchie, Communications Strategist and Founder of EngagingDev
Public diplomacy plays a central role in communicating and contributing to diplomatic relationships, strengthening perceptions of trust and shared purpose between nations.
However, when public diplomacy efforts are driven and/or focused on the inputs of one government – and in the development context that is often the foreign government (or ‘donor’ government in development lexicon) – the sense of partnership can be lost to a story of ‘donor’ and ‘recipient’.
This can be avoided through co-created communications, where both governments shape and share the story, and when each government is recognised for their contributions (expertise, resourcing, decision-making) without the focus being the financial contribution of a foreign country.
Why co-created communications matter
Development programs are built on partnership, yet communications intended to contribute to public diplomacy can be treated as something the donor controls rather than something shared. When partners help craft the message, 3 things happen:
Authenticity is enhanced: A message co-authored by partners carries more credibility than one written solely from the donor perspective.
Diplomatic impact grows: When partners publicly share ownership of a message, it strengthens perceptions of trust and equality in the relationship.
It reflects and contributes to partnerships: Co-creating communications products, media coverage and public engagements requires genuine collaboration and builds trust. It can also ensure the message reflects shared priorities without a focus on donor country spend.
Careful co-branding
Logos are a visible sign of donor involvement, but they are also the most limited. Co-branding is more than logo placement – it is about positioning the donor and partner side-by-side as leaders of a joint effort.
When branding reflects shared contributions – whether in publications, media engagements or events – it communicates equality, not hierarchy.
There are also times when government branding should not appear equal. While partner governments may welcome donor funding to advance reforms or initiatives, the donor’s visibility must be managed carefully. Otherwise, it risks creating the perception that the donor is inappropriately influencing or delivering reforms that properly belong to the national government.
Partner-led storytelling
Some of the most persuasive public diplomacy outcomes come when partners lead the storytelling. Examples include:
A minister presenting program results in parliament, supported with joint talking points prepared in collaboration.
A local NGO publishing a case study that highlights donor support, in their words, for their audiences.
A regional agency spokesperson crediting the donor during a press conference – not because they were told to, but because the donor’s contribution was integral.
In each example, visibility is not orchestrated – it is embedded in the way partners talk about their own work. This also results in valuable third-party acknowledgement for the donor, which is a public diplomacy win (read more on this here: Third-party acknowledgment: The public diplomacy superpower).
Creating diplomatic wins
Co-creating communications delivers a double dividend. It builds trust and equality in the donor–partner relationship, and amplifies impact with external audiences. When messages are shared, owned and repeated across donor and national government channels, they gain reach and legitimacy.
At the diplomatic level, this creates durable wins. It demonstrates that the donor is not just a sponsor, but a collaborator. It shows that the partnership is real, and that the donor’s support is genuinely valued.
How to co-create communications
While each bilateral partnership will vary, and each government will have different resources at hand, there are some actions that can be taken to co-create communications and ensure public diplomacy contributions are driven by the principles of partnership.
These actions include:
Involve partners early: Co-creation should start in the planning stage, not at the press release.
Share the pen: Draft together. Circulate language that reflects shared ownership, not just donor visibility.
Balance visibility: Ensure branding and messaging reflect equality, not dominance.
Support capacity: Provide resources, training or templates that support partners to take the lead.
Seek review and input: While a program or donor may draft a social media post, press release, website story or other product, always allow for partner input and review. It’s respectful and is simply the right thing to do.
Step back when appropriate: Sometimes the most powerful public diplomacy move is letting the partner tell the story first.
The takeaway
Public diplomacy in development is likely to be most persuasive when it looks less like donor public relations and more like a shared narrative. Co-created communications move us beyond the transactional, into the relational. They make visibility more authentic, diplomacy more credible and programs more effective.
The future of public diplomacy in development is not about louder voices. It is about shared stories, respect and communications, and visibility efforts that reflect genuine partnerships.