France and the United Kingdom are two countries with great histories; histories that include a high degree of mutual admiration and collaboration as well as the odd occasion in the past when the concepts of neighbourliness and friendship may not have been as high on our shared agendas as they fortunately are today.

Our shared histories bring many similarities to our shared present. Both countries have exercised considerable power and influence over the development of what has become the current world order; and both find ourselves less influential than we have been in the past. We are relatively small countries, after all. Nevertheless, our influence remains enormous; with our economies and international trading links playing their part, supported by an experienced and expert network of diplomacy, and the professionalism of a military presence able to contribute to the resolution of some of the more serious challenges of our time.

If these – economics and trade; diplomacy; military – are the traditional platform for a strong presence in the world, both of our countries recognise that contemporary realities require a different and additional approach.

A tradition of ‘hard power’ is being replaced by a focus on new concepts. Public diplomacy and cultural diplomacy, and the newer terms of ‘soft power’ and ‘smart power’ are all reflections of a recognition that influence can no longer be secured by the effective management of government-to-government relations alone, and by successful participation in the governance of international institutions – important though these are and will continue to be. Rather, in a globalised world where communications are fast and becoming faster, where the information people receive comes through media and the digital idiom, where transport and travel are easier than our forebears could ever have considered possible, in this world new approaches are required.

In the British Council we are happy to talk of “cultural relations”. We like the concept of building relationships in the fields in which we work. Good relationships are based on things like friendship, mutual understanding and admiration, and on shared benefit; cultural relations are no different. This means that while we are an organisation that aims to secure benefit for our own country, the way in which we do so is firmly based on pursuing benefit for all.