'The made in Stoke brand can help give UK soft power across world'

As we continue to celebrate a hundred years since King George V bestowed city status on 'this place that has such a great artistic and industrial mix of talent and fortitude, it was wonderful to see the spiritual home of British ceramics positively portrayed in the media spotlight last week.

- Paul Williams - Founding board member of Stoke Creates

When images of the Prime Minister Keir Starmer and Ukrainian President Volodymyr Zelenskyy enjoying a brew were showcased to a global audience, it didn't take long for the chief executive of Emma Bridgewater to post on social media: "From Stoke-on-Trent to the world stage, our handmade Downing Street mugs are right at home in the hands of history-makers."

Serendipitously, as the UK moves into a new international relations era, the event in the Downing Street garden was a pivotal soft power moment for our recently designated World Craft City.

Coined by Joseph Nye in the 1980s, 'soft power' is the ability to influence others, shape opinion and bring attraction to bear on international audiences through persuasion rather than coercion.

Long seen as an important asset with huge political potential, it's been asserted that the UK's traditionally potent soft power has been misfiring with the country losing its advantage in an intensely competitive environment.

Which explains why the current government launched a Soft Power Council earlier this year to reimagine the UK's popularity and influence, reinvigorate alliances and forge new partnerships.