SOFT
POWER
STRATEGIES

Theory

Soft Power is a concept referring to the use of persuasion, agenda-setting, choice design, and alliances — explicit or implicit — to influence and affect change when absent a traditional position of power.

Put simply, we live in an increasingly complex global landscape and navigating our world is ever more challenging, and intimidating. Evolving, interconnected issues – from climate change to artificial intelligence to mental health – complicate any project, work, or agenda; but these also present opportunity. Soft Power Strategies reimagines the 1980’s international affairs theory and modernizes the strategy. SPS aims to help individuals and organizations navigate our world — to identify and wield influence, to persuade, and to ultimately drive change — when starting from precarious or unknown positions with little or no perceived power.

Practice

Soft Power Strategies provides advisory services to international organizations, public institutions, and private corporations and individuals.

  • Penny Abeywardena has moderated and spoken at a number of World Economic Forum Summits, including our annual event in Davos. Her strategic mindset and presence is able to guide and craft discussions among Heads of State and CEOs with ease. She is a magnetic speaker and can combine professionalism with humor, while providing a highly engaging presentation.

    World Economic Forum

  • Penny's presentation at the Helsinki Symposium brought global insight and depth into the conversation. She highlighted crucial developments in local and regional governance, as well as in the areas of leadership and sustainible development.

    Jan Vapaavuori, former Mayor of Helsinki

  • Penny Abeywardena, a distinguished graduate of Columbia University's School of International and Public Affairs, gave an inspiring keynote address to our incoming class of admitted graduate students. Speaking virtually at a pivotal time during the COVID-19 pandemic, Penny reflected on the immense opportunities for impact these future leaders will have. She is a role model to our students.

    Columbia University

Services

    • Strategy and agenda-setting with a soft power lens

    • Partnerships and ecosystem management for soft power alliance

    • City and local government diplomacy

    • Navigating global conferences, platforms, and convenings

    • International thought leadership development

    • Thematic formulation and content creation for international platforms

    • Speaking engagements

    • Panel moderation

    • Inspirational interventions

    • Small group and workshop facilitation