RIYADH — A number of ambassadors accredited to Saudi Arabia underscored the role of media in shaping public perception and enhancing the soft power of states. They were speaking at a panel discussion on the second day of the 5th Saudi Media Forum in Riyadh on Tuesday. In his address, Ambassador of Spain Javier Carbajosa Sanchez stressed that the relationship between media and diplomacy is a longstanding one and has become increasingly complex and influential in the era of modern communications and social media. He emphasized that media has never been merely a transmitter but rather an active and influential actor, noting that political work cannot be separated from managing media presence. Ambassador of India Dr. Suhel Ajaz Khan underscored that building mental images and shaping impressions constitute the essence of public and cultural diplomacy, noting that delivering the right message to the right audience is the key to influence.Ambassador of South Africa Mogobo David Magabe highlighted that mutual respect and dialogue constitute a fundamental pillar of diplomatic work.Ambassador of Djibouti Dya-Eddine Bamakhrama noted that Saudi Arabia provides a prominent model in influence diplomacy by organizing international forums and investing in culture and sports, particularly football, which has helped project the Kingdom’s presence worldwide. He emphasized that the success of media and diplomatic discourse depends on credibility and trust, observing that digital media today exposes falsehoods more quickly, and that only an honest narrative can effectively influence public opinion and build sustainable relationships.