About us

Our mission and vision

At Grassroot Diplomat, our techniques and strategies are underpinned by our passion and values for meeting the challenges of a more modern world. We believe that the focus for national interest should be on their people, their needs, and recognising their strengths and values. This means recognising countries as a body of real people, not just statistics and resources for the sake of strengthening trade and bilateral relations. Out of the ashes of the Arab Spring and London riots, Grassroot Diplomat was officially founded in 2013 to be the link between governments and civil society so that reciprocity is enhanced to better improve diplomatic actions and relations around the world.

We strive to modernise how diplomats operate with various stakeholders, and help embassies improve their national image by breaking stereotypes and misconceptions. Our focus is to make diplomacy more visible in the public eye through enhanced public and digital diplomacy activities. We are experts in digital communications and public diplomacy, and work with governments and citizen diplomats to ensure that their actions make a positive impact.

Our mission is to change the attitude and perception of diplomacy to make it inclusive and representative of the people and country, anywhere in the world.

Our vision is to make diplomacy inclusive for everyone involved and develop a new generation of diplomats to serve the interests of society.

Our values

Our values keep us grounded to our mission and ensure that we remain neutral, apolitical and independent for all of our services.

Our people

Grassroot Diplomat is made up of a network of specialists and consultants with a collective 450 years' worth of experience. We work across all continents with the flexibility to provide a highly bespoke service that meets various sensitivities and challenges of our clients. Our consultants include award-winning web strategists, business diplomacy experts, international development advisers, corporate lawyers and economic journalists to name a few.

Our relationship with our clients and networks are built on trust and confidentiality led under the leadership of the CEO, the Board of Directors, and guidance from the Advisory Council.

See who we are by clicking on the biographies below.

Who we work with

We believe that both official diplomats and citizen diplomats play a role in the wider scope of international relations. We engage both parties in our programmes.

  • We improve how official diplomats engage at a grassroots level. We enrich the national image of foreign embassies and diplomatic missions by designing digital communication and public diplomacy campaigns around local contexts and personalising the connection between embassies and their immediate communities.

  • We empower citizen diplomats to involve themselves in international relations with confidence. As part of our innovation, we have created a range of unique diplomatic toolkits to train citizen diplomats to operate fluidly in a multicultural, modern society.