“Modern international relations lie between peoples, not merely governments.”
Memorandum on the Postwar International Information Program of the United States by Dr. Arthur MacMahon (July 1945)
The importance of information in international relations was well understood by many before the end of World War II. The traditional levers of power — diplomacy, military, and economic — were known to be inadequate in the new world that was emerging. The role of information was fundamental to the success of foreign affairs and critical to the development of foreign policy.
(This article was updated on 20 November ’17 with a new chart that reflects incumbent tenures through 1 July ’16 and some other edits.)
What is the role of the Under Secretary of State for Public Diplomacy and Public Affairs? That has been an enduring question of the State Department, the Defense Department, National Security Staff, the Congress and the many others interested in America’s efforts to understand, inform, and influence global audiences. Established thirteen years ago to manage many of the activities formerly run by the abolished United States Information Agency (USIA), its role within State and with other agencies across Government has been subject to reinterpretation nearly every time there was a new Under Secretary. The last report of the U.S. Advisory Commission on Public Diplomacy looked at the turnover in the position of the Under Secretary for Public Diplomacy and Public Affairs. The Commission found that the position has been unfilled for over 30% of the time since it was established. Moreover, the average tenure of the six Under Secretaries since 1999 was about 500 days, or less than 17 months. Indeed today, the office remains unencumbered since June 30, 2011, while Tara Sonenshine awaits confirmation by the Senate. Technically, the office is never “vacant” as there is always someone in an “acting” capacity. Today, Assistant Secretary Ann Stock runs the office in lieu of a confirmed Under Secretary.
As Sonenshine is unlikely to be confirmed before February due to the Senate’s calendar, the Under Secretary for Public Diplomacy and Public Affairs will be unfilled for an aggregate of more than 1,400 days, or nearly 1 out every 3 days over the past thirteen years. Below is a chart showing how long confirmed Under Secretaries served, and equally if not more important, how long the office was not filled by a confirmed appointee.
The above chart does not, of course, reflect how the Under Secretary perceived “public diplomacy,” how they worked with (or didn’t) the Department, from the 7th Floor to other Under Secretaries to the field (namely, but not limited to, the public affairs sections the Under Secretary is notionally connected), other agency partners, or the private sector and civil society. Nor does the chart indicate consistency in vision or leadership by the incumbent, or the degree of support by the Secretary or the White House of that vision or leadership. Nor does the chart indicate how well, if at all, the Under Secretary helped, protected, or promoted the public diplomacy “cone” (State’s label for career track), sought input from the field, or empowered the field. Nor does the chart indicate how the Under Secretary provided leadership, direction, or held accountable those offices directly within the office’s remit, such as the Bureau of International Information Programs and the Bureau of Educational and Cultural Affairs, or indirectly, such as the Bureau of Public Affairs, the Global Engagement Center (formerly the Center for Strategic Counterterrorism Communication), and the Public Affairs Sections at embassies and consulates worldwide.
The mission of American public diplomacy is to support the achievement of U.S. foreign policy goals and objectives, advance national interests, and enhance national security by informing and influencing foreign publics and by expanding and strengthening the relationship between the people and government of the United States and citizens of the rest of the world.
The Under Secretary for Public Diplomacy and Public Affairs leads America’s public diplomacy…
Not public when the report was published last month was the elevation of the Office of the Coordinator for Counterterrorism (S/CT) to a bureau under the Under Secretary for Civil Security, Democracy, and Human Rights (or “J”), the office formerly known as the Under Secretary for Democracy and Global Affairs (or “G”). The Quadrennial Diplomacy and Development Review (QDDR) called for the elevation of S/CT to the Bureau of Counter-Terrorism (now “J/CT” to reflect its position under J). The QDDR suggested a close connection with R: “the Bureau will play a key role in State as efforts to counter violent extremism, working closely with the Undersecretary for Public Diplomacy and Public Affairs and the new Center for Strategic Counterterrorism Communications” (p.45). Reportedly, the Bureau was placed within J, capably led by Under Secretary Maria Otero, because of that office’s role in “transnational issues.” Is R then limited to “communication”?
The Assistant Secretary for Public Affairs (PA) is independently expanding his office’s social media presence independent of, and bypassing, the Under Secretary’s office. This is, according to many inside of State, to increase the A/S for PA influence over posts, which is a natural direction when the Assistant Secretary is charged with communicating with audiences in the U.S. and abroad. It is worth noting that the real relationship of PA to the Under Secretary is more peer than subordinate. (To reflect this relationship, one of the few entries in this blog’s style guide is writing the full title for R as “Under Secretary for Public Diplomacy (and Public Affairs)”.
Are these challenges reflective in how much “communication” R actually oversees? And is R’s domain eroding?
Back to the Commission report, it offered several questions for further research:
1. What do the long gaps between appointments of Under Secretaries for Public Diplomacy and Public Affairs indicate about views on the role and skills necessary for the position, or the importance of public diplomacy and the role of the State Department in leading and coordinating Government activities that intend to understand, inform, and influence foreign publics?
2. What do the short tenures indicate about the challenges of the position?
3. Does the Under Secretary adequately support the careers of public diplomacy officers in light of leadership turnover and frequent and long periods when the position was unencumbered?
I’ll add to that list additional, more blunt, questions:
How does the office stay in the game and not get circumvented, or bypassed, and its resources and missions not get poached without an Under Secretary at the helm?
Has the Under Secretary’s role with other federal agencies, let alone within the Department, diminished due to uncertainties and shifting priorities resulting from the turnover and short tenures?
Certainly, Tara Sonenshine will have her hands full when she is confirmed after the Senate again takes up her nomination later this month.
The conversation that appears in the comments of the post was originally an email exchange that began on May 20, 2009. The spark was Craig Hayden’s Public Diplomacy and the Phantom Menace of Theory, which was a response to Pat Kushlis’s Detroit on the Potomac. None of the comments have accurate timestamps as they were manually copied from email and inserted as comments. However, they do appear in correct chronological — and rhetorical — order. All comments appear here with the permission of the respective authors are are posted here to continue the discourse in public. Add your voice. –MCA
Craig Hayden, Thanks for your recent excellent piece on the academic study of PD. It think it contributes much to the debate of theory vs. practice in PD. I hope it will be widely read. Have you considered submitting it to “American Diplomacy,” which is published by ex-FSOs? My main quarrel with much of the “scholarship” re PD, which Pat Kushlis critiques so well, is that it often misses a key element in PD — what PD officers (or whatever you want to call them) concretely do “in the field” and the day-to-day issues that they face. That is why, in the case of PD, I find memoirs, history and media reporting often more enlightening that abstract treatises. We are not, after all, dealing with rocket science here, but with a down-to-earth, all-too-human activity. As you point out, there’s no PD “theory.” Also, I am concerned that people who want to “do PD” as a career might think that “a degree in PD” is sufficient to be an effective PD practitioner (I realize that is not what academic courses on PD “promise”). Of course, nothing wrong with being a PD “scholar,” but based on my FSO experience what is most helpful in preparing to be an effective “public diplomat,” at least for the US government, is learning foreign languages in depth, familiarity with cultures overseas, and people-to-people skills that are not necessarily acquired in the classroom or by research in libraries/on the Internet.
If you’ve looked into public diplomacy or the Smith-Mundt Act, you have likely come across this quote by Senator Edward Zorinsky (D-NE), or some paraphrased reference to it:
The American taxpayer certainly does not need or want his tax dollars used to support U.S. Government propaganda directed at him or her.
Most likely, the text was standing alone and without any context of when and why the Senator said it, or perhaps even without a reference to who said it. In my experience, I have seen the quote in perhaps a dozen books, and some scholarly articles, and yet most of the time Zorinsky’s name is not given and never, not once, was a source given. The reader was left hanging.
The logical — and only — implication to be drawn from the quote when devoid of the original context was that the Government should not propagandize its people, then or today. Americans are comfortable with this idea, but the context here, like many other instances, really matters. The whole statement may cause you to reconsider what this line means.