Culture is the muscle behind 'soft power'

One of the most influential international trends in recent years is how countries use "soft power" rather than military, political or financial might to influence global opinion.

Britain has been one of the most successful countries in terms of soft power, often topping or nearly topping rankings ahead of countries that are more powerful economically.

Soft power is a term first coined by Harvard academic Joseph Nye to "describe the ability to attract and co-opt rather than coerce, use force or give money as a means of persuasion."

Britain is certainly taking the issue seriously, with The House of Lords issuing a report in March detailing and analysing the country's soft power.

After taking "evidence" from illustrious institutions, such as the Royal Society - where "Father of Modern Science" Sir Isaac Newton was once president, London School of Economics and the accounting giant PwC, the report concluded that "successfully communicating the attributes, values and outputs that gain for the UK - both attractiveness and respect in the eyes of people abroad - will be vital in maintaining the UK in positions of influence".

For almost a century, the BBC has been Britain's voice to the world and its global news services reach 256 million people each week. According to its own submission to parliament, BBC admits it "contributes to the UK's reputation".