This report, commissioned by the British Council, was conducted by International Cultural Relations (ICR) in London. The research team, led by Stuart MacDonald and Professor Nicholas Cull, compared cultural relations practices in different countries. The report discusses the importance of soft power and cultural relations, and how they differ from competition and cooperation. The team conducted interviews with leading scholars and practitioners in the field, and their insights are included in the report. The report does not represent the views of the British Council or its officers, but rather the interpretations of the authors.