Advice from the Former Under Secretary to the Incoming Under Secretary

Amy Harder at the National Journal asked Jim Glassman, the former Under Secretary of State for Public Diplomacy and Public Affairs, about his successor.

Glassman has not met with his successor, but he said he would be more than happy to do so if approached. So, what advice does he have for McHale? “I would urge her to not simply talk to the people in the building,” Glassman said. “She needs to understand how the office works within the State Department, but she should also get out and talk to the key players in the interagencies.” He cited the Defense Department as the most crucial agency relationship.

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White House Nominates Judith McHale as Under Secretary for Public Diplomacy and Public Affairs

From the White House:

Judith A. McHale, Nominee for Under Secretary for Public Diplomacy and Public Affairs, Department of State
Ms. McHale is a leading media and communications executive whose career has been devoted to building companies and non-profit organizations dedicated to reaching out to and connecting people around the world. She is the former President and Chief Executive Officer of Discovery Communications. From 1987 to 2006, McHale helped build the parent company of the Discovery Channel into one of the world’s most extensive  media enterprises, with more than 100 channels telecast in over 170 countries and 35 languages to more than 1 billion subscribers.  In the 1990s, McHale launched the non-profit Discovery Channel Global Education Partnership, which supplies free educational video programming to more than half a million students across Africa, Latin America, and Eastern Europe.  After two decades at Discovery, McHale extended her commitment to helping build opportunity for people in Africa.  With the Global Environment Fund, a private equity firm, she worked to launch the GEF/Africa Growth Fund, an investment vehicle intending to focus on supplying  expansion capital to small and medium-sized businesses that provide consumer goods and services in emerging African markets. McHale’s commitment to global outreach efforts also includes her service on the boards of the Africa Society of the National Summit on Africa, the Colonial Williamsburg Foundation, the National Democratic Institute, and Vital Voices. She previously served on the board of Africare.  The daughter of a U.S. Foreign Service Officer, McHale was born in New York City and grew up in Britain and apartheid-era South Africa. Before joining Discovery, McHale served as General Counsel for MTV Networks and helped guide the company’s international expansion.

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Guest Post: An Anti-Piracy Mission Transforms From Interdiction to Strategic Communication

By Chris Tomlinson

Imagine the scene: a U.S. Navy destroyer shadowing a tiny lifeboat carrying four Somali pirates with a U.S. hostage in an Indian Ocean standoff. Most Americans see the USS Bainbridge as the cavalry riding to the rescue. But not everyone will see it that way. The poor and oppressed living in the developing world might see something akin to the lone Chinese civilian standing in front of a Red Army tank trying to reach Tiananmen Square. Where we see a cop stopping a robber, others will see Robin Hood cornered by the sheriff of Nottingham.

Now that the pirates have gotten the attention of the world, a low-profile mission to interdict criminals in the Indian Ocean now is a major strategic communication. Does the Pentagon and the State Deptartment understand that?

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Guest Post: Must. Be. AWESOME!

By Christopher Dufour

Too often in government, we settle for the most expedient solution. The cheapest option. The quickest way. The path of least resistance.

We justify it by quoting acquisition regulations. By glomming onto existing authorities. By refusing to challenge the status quo.

It’s this attitude that prevents us from accomplishing big goals. Immense objectives. Tremendous challenges. Gi-normous grand strategy. Instead, we choose to do just enough to get our assignments completed to a preexisting or arbitrary standard. This is the culture of Washington.

We shouldn’t make this choice. We shouldn’t be shooting for "just good enough." Instead, we should be shooting for AWESOME.

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Is this public diplomacy? Close but not quite

Read: Obama scores again, but the game is just starting by Marc Lynch at Foreign Policy

The Good: President Obama is changing the narrative and directly engaging Muslim communities. The President said America’s relationship with the Muslim world is greater than and will extend beyond defeating Al Qaeda.

The Bad: Marc says there is “disarray in the public diplomacy bureaucracy” and continues to say “Obama has already succeeded at the initial public diplomacy phase of his effort to transform America’s relations with the Muslim world.” The President’s remarkable speech is at best a small sliver of "public diplomacy" not to be confused with the full spectrum of options of engagement through communication, exchange, development, capacity building, health programs, and even countering adversarial messages.

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Simple Advice for Dealing with the Media

Very briefly, take a look at the following wallet card. The images are from the front and back of a card distributed to the Swedish Foreign Ministry by the Foreign Ministry.

mfa_presscard

There are a couple of minor linguistic differences between the Swedish and the English but the major difference between the two sides of the card is the Swedish bullet that’s not replicated: don’t ask sources. Sweden has very strong “whistle blower” protection laws so that a government official even asking about a source is against the law.

All the bullets are sensible and direct and come from a Foreign Ministry that gives media training to nearly the entire organization. Everyone, in their view, is a communicator.

Comments?

What Does the New Tech Guru at the State Department Mean for Public Diplomacy?

The Washington Post reports Secretary of State Hillary Rodham Clinton has a new “senior adviser on innovation.” According to the Washington Post article Diplomatic Efforts Get Tech Support, the adviser, Alec Ross, is “armed with a new set of diplomatic tools including Facebook, text messaging and YouTube.” I’ll get back to the hyperbole below, but the paper’s description of his job is interesting:

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Guest Post: Renewing America’s Global Leadership

By Ursula Oaks, NAFSA: Association of International Educators

When President Obama stood before students and service members at the National Defense University in early March and committed the resources of his administration to “renewing diplomacy as a tool of American power” he rightly said that we cannot “leave dormant any aspect of the full arsenal of American capability.” The bold path our president has charted puts the United States on a new footing in its relationships with the world, one that emphasizes listening and mutual respect as cornerstones of responsible and constructive leadership.  This new course requires our country to become much better informed about and engaged in the world. A proven way to accomplish this is to make international education a national priority.

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Government reports on public diplomacy you may have missed

Several reports on public diplomacy that are worthwhile, even recommended, reading. All but two are US. One is from Sweden and the other is Chinese. All of the below are links on MountainRunner.us. 

Can Social Media organically transform government?

Social media is an appropriate title for much of what is generally called “new media”. Social media creates connection through information dissemination systems that facilitate and encourage dialogue, enhancing the original message to subsequent readers and repeaters.

Technologies like Twitter, Facebook, Digg, blogs and other systems are interesting in their own right, but searching for and mashing up of data is a more interesting and more valuable. The potential for mining knowledge from heaps of noise and clutter that result from dynamic networks that last for only a split-second or for years.

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Robots as Strategic Corporals

This week, the Complex Terrain Laboratory, or CTLab, hosted another of its brilliant online symposiums. The topic of this one is Peter W. Singer’s book Wired for War and robots in warfare.

There are a lot of good posts over there to read. Go check them out.

My first of at least two posts just went up: Robots as Strategic Corporals. The second post will look at justifying the robots based on what can be done according to Western notions which creates, counter intuitively, an engagement model that is too permissive and detrimental to the mission as a whole. Certain acts, justifiable under international law, could backfire if the information effects are not anticipated, planned for, and managed effectively.

Read Robots as Strategic Corporals at CTLab.

Isolated Overseas: Diplomatic Security Creates Challenges for American Public Diplomacy

Guest Post By Mitchell Polman, originally posted at Understanding Government

When Congress voted to abolish the U.S. Information Agency (USIA) in 1999, America’s public image abroad suffered a significant blow. This decision – inspired by the desire to shrink government and the predominant belief that USIA was an ineffective bureaucracy – closed many USIA-run American libraries and cultural centers around the world that were helping to promote better understanding of American culture and society. These gathering places – located in embassy buildings or in libraries and cultural buildings of host countries – were an important tool for U.S. public diplomacy. They organized English language classes, discussions about American society and politics, films, and other cultural events. Local residents had safe and accessible places to read American books and periodicals, find out about educational exchanges, take U.S. college entrance and language exams, and interact with American citizens.

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The Kitchen Debate of 1959: more than just two guys talking

I recommend listening to NPR’s story this morning on the “Kitchen Debate” between Soviet Premier Nikita Khrushchev and Vice President Richard Nixon at the 1959 American exhibition in Moscow. The reporter, Gregory Feifer, notes the “hostility and distrust toward America and Americans among ordinary Russians is much stronger than it was when Nixon debated Khrushchev 50 years ago.” Those that participated in the American exhibitions, Feifer continued, “believe they can be a useful model for President Obama as he seeks to improve ties with Moscow.”

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It sure is quiet around here… a few links and musings during the silence

I’m still around, just encountered some unexpected turbulence that broke the blogging cycle. Posting will resume shortly. There are a few posts sitting in the wings, including a couple of guest posts.

In the meantime, check out CTLab’s online symposium covering Peter W. Singer’s Wired for War. I’ll be posting a few entries over there (as well as here) over the next week. See my article Combat Robots and Perception Management published in Serviam magazine last year (my post on the article is here).

Also, for an organizational chart of unmanned warfare units, see Project ACORN from 2007.

On the subject of public diplomacy, it appears “imminent” is a relative term when it comes to nominating Judith McHale as Under Secretary for Public Diplomacy. Last week I rushed to post “Future of Public Diplomacy” after a DC paper declined because I was sure the rumors were true that McHale’s nomination would be announced any minute. But alas, her official status has not changed. Congress begins a two week recess this Friday, so if she’s not nominated this week, the numbers on the chart at Whither Public Diplomacy will grow significantly. You don’t suppose they’ll do a recess appointment?! Please no… Why won’t the Secretary at least announce McHale?

See also

The Future of Public Diplomacy

The world increasingly operates on perceptions created by the “Now Media” environment. Governments must fully take into account these perceptions in the forming and conducting of foreign policy. From the perspective of the United States, the simple and essential fact is that everything we say and do both at home and abroad, as well as everything we fail to say and do, has an impact in other lands. This isn’t a new idea but an observation originally made by a certain general running for president in 1952.

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Whither Public Diplomacy? Sixty-six days (and counting) without an Under Secretary (Updated)

As we approach the 100-day mark for the Obama Administration and despite the accolades bestowed on Secretary of State Hillary Clinton for her “e-Diplomacy” initiatives, as of March 23, 2009, the office of the Under Secretary of State for Public Diplomacy and Public Affairs has been vacant for 63 days. Since the office of Under Secretary for Public Diplomacy was created, it has been vacant one-third of the time.

Under Secretary for Public Diplomacy Sworn In Resigned Days in Office Days Position Vacant Total Days Percent Vacant
Evelyn Lieberman 10/1/1999 1/20/2001 477      
  1/21/2001 10/2/2001   254    
Charlotte Beers 10/2/2001 3/28/2003 542      
  3/29/2003 12/16/2003   262    
Margaret Tutwiler 12/16/2003 6/30/2004 197      
  7/1/2004 7/29/2005   393    
Karen P. Hughes 7/29/2005 12/14/2007 868      
  12/15/2007 6/4/2008   172    
James K. Glassman 6/5/2008 1/16/2009 225      
  1/17/2009 1/20/2009   3    
  1/21/2009     63    
             
Since USIA-State Merger     2309 1084 3393 32%
             
Bush Administration     1832 1084 2916 37%
Obama Administration     0 63 63 100%
Today: 3/24/2009          

If Public Diplomacy were important, wouldn’t it make sense to fill this spot quickly, regardless of the direction it will head? To my knowledge, the #1 candidate two months ago remains the #1 candidate today. Is it that Clinton (and possibly Obama) does not know where to take public diplomacy and whether an empowered (and operationalized) National Security Council is the route to go? Or possibly that she is looking at an invigorated State Department (which would implicitly push the development of the Department of Non-State within) that supports the Secretary’s view of personal, global engagement? Or, and this is the most likely, the priority is low and they’ll get around to dealing with public diplomacy at some point.

This is not a balancing act between “public diplomacy” and “smart power” as “smart power” requires effective communication to support and defend intelligent foreign policies, which is, in fact, the reason public diplomacy was institutionalized over sixty years ago. This is a question of who will lead the government’s global engagement that spans the whole of government, including the Departments of State, Defense, Homeland Security, Treasury, and Health and Human Services, to the Agency for International Development (USAID), the Millennium Challenge Corporation, and so on.

If the State Department fails to acknowledge their leadership responsibility in engaging global populations, it will continue to cede power and authority to the Defense Department who will be the only vertically integrated element of the Government that can provide the services necessary in a world of state and non-state actors. Defense will, by default, become the hub of activity. We have already seen the Secretary of Defense (and Chairman of the Joint Chiefs of Staff) making policy statements that arguably should be coming from the Secretary of State. We are looking at a possibility that America’s government broadcasts devote more airtime to the activities of the Secretary of Defense than the Secretary of State.

Sixty-six days and counting…

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Kristin Lord: What not to do in public diplomacy

From “The Great Debate”, a blog at Reuters, First 100 Days: What not to do in public diplomacy by Kristin Lord:

As Senate confirmation hearings approach, America’s next public diplomacy leaders will get abundant advice about how to improve America’s standing in the world. The Obama administration’s nominees (an under secretary and at least two assistant secretaries in the State Department alone) would be wise to listen.

Yet, in truth, America’s new public diplomacy team can accomplish much by following that age old maxim: first, do no harm.  Seven key “don’ts” are worth bearing in mind.

1) Don’t let the pollsters get you down

2) Don’t forget the borders

3) Don’t forget the Pentagon

4) Don’t go it alone

5) Don’t forget old standards

6) Don’t trust your gut

7)   Don’t forget friends

Public diplomacy is a tough business. Success usually goes unnoticed, but failures can resound globally. Avoiding missteps is impossible but avoiding these seven mistakes will give America’s next public diplomacy leaders a useful head start.

It’s a short post. Go read the whole thing here.

Public diplomacy, strategic communication, global engagement, “smart power”… each term is a variation on all the others with different kinds of associated activities and focus, but each recognizes the importance that states are not autonomous and that the reactions by individuals and groups of different sizes must be included in the calculus of foreign policy. This is Kristin’s point.

Should a presentation about promoting dialogue include time for dialogue?

Recently, I was briefed on the global engagement efforts of a three-letter government organization that has neither a "C" nor an "A" in its acronym. Unknown to me, and not mentioned at the beginning of the briefing, was that the back to back presentations would last about four hours. My expectation was for two hours at most so I scheduled one casual meeting (over cocktails) afterwards, which, fortunately, was easy enough to push (and, as it turned out, ultimately cancel).

I learned a fair amount and I was impressed by the breadth of the programs. Presentations were made by the principal actors, some of whom I knew, some I knew of, but many I didn’t know. This group is dynamic and trying hard to move up the metaphorical knife toward the pointy part.

Overall, I was impressed with their efforts and saw great potential. A question I frequently asked when they mentioned how they are tracking their success was to the effect of "So what are you doing with this knowledge? Does Congress or anybody else in USG know about your success?" Invariably, the answer was "no" which was sometimes coupled with a stare as if I had a third eye.

Besides not anticipating a 2p to nearly 6p meeting, the briefing very clearly was not a discussion. Granted they had a ton of information they wanted to present to me and there was not a moment when we dived into minutia, but answers to my questions were frequently followed by comments by the briefing chair that there was a tight schedule to keep.

There’s a certain irony that a presentation about dialogue itself stifles dialogue. I wonder if they saw that? I know they do now.