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Nine First Ladies and Gentlemen gathered for diplomatic educational event in Austria

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  • Global Platform
20.06.2025

On 18 June, Vienna hosted the high-level programme on diplomacy and international relations, “Soft Power and Geopolitics”, organised by the Summit of First Ladies and Gentlemen Global Platform in cooperation with the Vienna School of International Studies. The initiative was launched by the First Lady of Ukraine, Olena Zelenska, and the First Lady of Austria, Doris Schmidauer.

The event brought together First Lady of the Republic of Albania, Armanda Begaj; Spouse of the Prime Minister of the Republic of Armenia, Anna Hakobyan; First Lady of the Republic of Estonia, Sirje Karis; First Lady of the Republic of Finland, Suzanne Innes-Stubb; First Lady of the Republic of Guatemala, Dr Lucrecia Eugenia Peinado Villanueva; First Lady of the Republic of Serbia, Tamara Vučić; and the husband of the President of the Republic of Slovenia, Dr Aleš Musar.
First Lady of the Federal Republic of Germany, Elke Büdenbender, joined the event through a special video address.

Armanda Begaj, Anna Hakobyan, Sirje Karis and Suzanne Innes-Stubb

The programme comprised four thematic sessions devoted to key issues of modern public and diplomatic leadership.

  • The first session focused on the role of public diplomacy and soft power in a time of global turbulence, highlighting the importance of narrative, visibility, and trust in shaping international influence.
  • The second session centred on international protocol and examined the development of formal norms and their practical significance for First Ladies and Gentlemen.
  • The third session addressed current geopolitical events and the relevance of diplomacy amidst mounting global tensions.
  • The fourth session explored the role of women in peacebuilding processes.

The goal of the programme was to enhance the role of First Ladies and Gentlemen in tackling global challenges, to develop practical skills in public diplomacy and international relations, and to promote the influence of gender perspectives in geopolitics.
Special attention was given to dialogue, trust-building, and approaches that lay the foundation for long-term relationships between First Ladies and Gentlemen.

Dr Lucrecia Peinado, Tamara Vučić, Dr Aleš Musar

Participants discussed how soft power, expressed through communication, education, values, and interaction, can become a unifying force in an increasingly fragmented world. Discussions also covered public diplomacy, the evolving geopolitical landscape, international protocol, the role of women in global peace and security efforts, and the importance of gender-sensitive approaches in shaping international policy.

The high-level learning programme was moderated by acclaimed journalist and author Hannelore Veit.

Panel speakers included:

  • Ambassador Emil Brix, Director of the Vienna School of International Studies, who spoke about the changing nature of international influence and the importance of an authoritative voice.
  • Konrad Jagodzinski, Place Branding Director at Brand Finance, who presented the results of the Global Soft Power Index 2025, offering a tailored analysis for each participating country. He emphasised how national reputation shapes international competitiveness.
  • Barbara Zender and Daniel Senn from International Courtesy Competence Ltd., who delivered a session on international protocol within its historical and cultural context. They highlighted the importance of authenticity, adaptability, and cultural awareness in diplomacy, and discussed how First Ladies and Gentlemen can navigate shifting contexts.
  • Zuzana Čaputová, former President of the Slovak Republic, who addressed the interrelation between diplomacy and ethics, underlining the significance of principled engagement in times of uncertainty.
  • Dr Robert Schuett, Chair of the Austrian Political Science Association, who provided a geopolitical overview and discussed the growing challenges facing multilateral diplomacy.
  • Melissa Dobner-Mudjanai (Austrian Ministry of Defence) and Ursula Gamauf-Eberhardt (Austrian Centre for Peace), who led a session on “Women, Peace and Security” as part of the 25th anniversary of UN Security Council Resolution 1325. They stressed the importance of a human-centred approach amid the rising prominence of hard power.

During an open exchange of views, participants reaffirmed their commitment to cooperation, mutual understanding, and the defence of the values of dignity, peace, and resilience.

This high-level learning programme reaffirmed that soft power, grounded in authenticity, trust, and shared purpose, serves as a bridge to strong partnerships and global solidarity.

Olena Zelenska and Doris Schmidauer

Additional Information:

The Summit of First Ladies and Gentlemen Global Platform is an international initiative established in December 2023, following three successful Summits launched by the First Lady of Ukraine, Olena Zelenska, in 2021. The Platform aims to unite First Ladies and Gentlemen worldwide to address urgent global challenges.

The Vienna School of International Studies (Diplomatische Akademie Wien) is one of the oldest professional schools for international relations in the world. Founded in 1754, it trains specialists for diplomatic and international careers. The Academy operates under the auspices of the Austrian Federal Ministry for European and International Affairs and offers interdisciplinary education in political science, international law, economics, languages, and intercultural communication.

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