What is it about U.S. public diplomacy that we must hide it from Americans? Is it so abhorrent that it would embarrass the taxpayer, upset the Congress (which has surprisingly little additional insight on the details of public diplomacy), or upend our democracy? Of our international broadcasting, such as the Voice of America, do we fear the content to be so persuasive and compelling that we dare not permit the American media, academia, nor the Congress, let alone the mere layperson, to have the right over oversight to hold accountable their government? [Read the rest here]
Last week, Representatives Mac Thornberry (R-TX) and Adam Smith (D-WA) introduced a bill to amend the United States Information and Educational Exchange Act of 1948 to “authorize the domestic dissemination of information and material about the United States intended primarily for foreign audiences, and for other purposes.” The bill, H.R.5736 — Smith-Mundt Modernization Act of 2012 (Introduced in House – IH), removes the prohibition on public diplomacy material from being available to people within the United States and thus eliminates an artificial handicap to U.S. global engagement while creating domestic awareness of international affairs and oversight and accountability of the same. This bill also specifies Smith-Mundt only applies to the Department of State and the Broadcasting Board of Governors, eliminating an ambiguity creatively over the last three decades.
2012 PDAA Awards Recognize Public Diplomacy Excellence
The Public Diplomacy Alumni Association, formerly the USIA Alumni Association, gave its 2012 achievement awards to U.S. public diplomacy professionals working in Zimbabwe, Okinawa, and Washington, DC. The announcement is below.
If you have not seen the Proctor & Gamble marketing campaign entitled “Thank you, Mom“, you really should. An Olympic Partner for London 2012, the campaign will run for these last 100 days before the start of the summer games. It is the largest campaign in P&G’s 174-year history.
The campaign launched with the digital release of the short film “Best Job,” a moving celebration of mom’s raising great kids and Olympians, according to a press release. The video was shot on four continents with local actors and athletes from each location — London, Rio de Janeiro, Los Angeles and Beijing — and will be found online, across social media, TV, and print.*
How might the State Department produce similar vignettes that could translate policy initiatives including women’s issues, empowering young people, and other democracy and civil society issues?
Such cross-cultural outreach like this P&G campaign that supports and praises moms would likely enjoy the support of senior leadership in DC and the field. It would likely have traction with Ambassador moms and Ambassador wives. The vignettes would have a ready audience to the growing number of Facebook friends of the various State Department sites, many of which need content.
What do you think?
*Does this make the ad “old media” or “new media”? Try “now media”…
By Brian Carlson The following originally appeared at the Public Diplomacy Council and is republished here with permission.
Tara Sonenshine was confirmed Thursday night by the Senate, and she will probably take office officially early this week. (She can be sworn in privately by some current official and begin work, even as a more formal ceremony is planned for a few weeks hence.)
It is a new beginning down at Foggy Bottom. Tara becomes only the seventh Under Secretary for Public Diplomacy and Public Affairs since the job was created upon the merger of USIA into the Department in 1999.
It is a propitious time to consider what habits lead to success at the State Department, as well as what experience teaches about being the nation’s Olympic spear-catcher when they think we’re being out-communicated by some guy in a cave. Here are a few suggestions for how to succeed at this job, all gathered from my time working directly with five of the six previous Under Secretaries. (I had no contact with Margaret Tutwiler.)
Michael A. Hammer to be Assistant Secretary of State (Public Affairs)
Anne Claire Richard, of New York, to be an Assistant Secretary of State
Tara D. Sonenshine, of Maryland, to be Under Secretary of State for Public Diplomacy, vice Judith A. McHale.
Robert E. Whitehead, of Florida, a Career Member of the Senior Foreign Service, Class of Minister-Counselor, to be Ambassador Extraordinary and Plenipotentiary of the United States of America to the Togolese Republic.
Larry Leon Palmer, of Georgia to be Ambassador Extraordinary and Plenipotentiary of the United States of America to Barbados, and to serve concurrently and without additional compensation as Ambassador Extraordinary and Plenipotentiary of the United States of America to St. Kitts and Nevis, Saint Lucia, Antigua and Barbuda, the Commonwealth of Dominica, Grenada, and Saint Vincent and the Grenadines.
Jonathan Don Farrar, of California to be Ambassador Extraordinary and Plenipotentiary of the United States of America to the Republic of Panama.
Phyllis Marie Powers, of Virginia to be Ambassador Extraordinary and Plenipotentiary of the United States of America to Republic of Nicaragua.
Nancy J. Powell, of Iowa, a Career Member of the Senior Foreign Service, Personal Rank of Career Ambassador, to be Ambassador Extraordinary and Plenipotentiary of the United States of America to India.
Frederick D. Barton, of Maine, to be an Assistant Secretary of State (Conflict and Stabilization Operations), vice Bradford R. Higgins.
For Tara, getting started requires waiting for the President to attest (certify) the confirmation, then swearing in (mostly like at the Department, possibly by Secretary Clinton but possibly Under Secretary Kennedy, unless she has a specific individual in mind), and then she’s off and running. She could start as early as Monday but Tuesday may be more likely. It largely depends on the White House’s ability to turn around the certification and get it to State.
Congratulations also goes to State’s public diplomacy, including the people, bureaucracy, the practice and the supporters. Having a strong leader like Tara confirmed for the job is long overdue.
The mission of public diplomacy is generally described as seeking to “understand, engage, inform and influence” foreign publics and elites in support of national policy objectives. Public diplomacy has been practiced, in one form or another, for a long time – think Benjamin Franklin in France, charming the nobility to garner support for the American colonies in their struggle for independence. Its modern origins include the first broadcast of the Voice of America in February 1942 (VOA celebrates its 70th anniversary this spring) and the establishment of the Office of War Information in June of that year. Continue reading “A Call to Action on Public Diplomacy”→
It should be common knowledge that the “information consequences of policy ought always be taken into account, and the information man ought always to be consulted. This statement from 1951 foreshadowed Eisenhower’s dictum of the next year that “everything we say, everything we do, and everything we fail to say or do will have its impact in other lands.” Words and deeds needed more than just synchronization as public opinion could be leveraged to support the successful conduct of foreign policy. Continue reading “The President’s National Framework for Strategic Communication (and Public Diplomacy) for 2012”→
When I worked at VOA and spoke to visiting groups, I routinely stated, with pride, my opinion that it was one of the last bastions of “pure journalism” in the U.S. and the world.
By that I meant the news stories written in VOA’s Central Newsroom avoided the diseases afflicting many media outlets in recent years: “snark”-enhanced writing, argument as a substitute for real reporting, and politically-or-ideologically-inspired selectivity in story and interview assignments. Continue reading “Good Journalism Vs. Undermining Unsavory Regimes”→
The Broadcasting Board of Governors is presently working toward updating its organization and strategy to meet America’s 21st Century needs. Whether you agree with the suggestions or not, most of the proposed changes remain just that: proposed as they await approval for many of the key changes. The BBG provided a “narrative” but you will have to wait until next month, I’m told, for the detailed plan.
Back in September 2010, I wrote about the “honeymoon” the then-new Board would enjoy. Indeed, after two years without a chairman and with only four members, serving appointments that expired six years earlier, the neglected BBG was due and eager for fresh leadership.
For background, the BBG is the only federal agency run by a committee. The eight governors are appointed by the President, not more than four of whom may be from the same party, and the Secretary of State, who usually delegates his or her Under Secretary of State for Public Affairs and Public Diplomacy as the representative.
These eight are part-time leaders appointed to staggered terms. The purpose was to provide fresh and state-of-the-art advice by top professionals and leaders to the Government.
The staggered and overlapping terms were a bid for continuity and to avoid radical shifts in policy. The wholesale replacement of the Board in June 2010 with eight new members was a refresh that was not supposed to happen, and it was the first time since 2004 that the Board had a full complement.
However, we are now looking at the likely prospect of a wholesale replacement of the board due to term expirations. Is twice in a row a coincidence or an emerging pattern of White House neglect?
By Alan L. Heil Jr. This article originally appeared at American Diplomacy. It is republished here, slightly modified, with permission of the author and American Diplomacy.
As the Voice of America marks its 70th anniversary, what lies ahead for all of the world’s publicly-funded overseas networks in the year ahead? For Western broadcasters collectively, 2011 was the most potentially devastating year in more than eight decades on the air. Now, because of fiscal uncertainties in their host countries and rapidly evolving competition from both traditional and new media, they face huge cuts in airtime and operations. Can America step up to help fill the gap? A new strategic plan for U.S.-funded overseas broadcasting charts a possible path.
Over the years, the government networks in Europe and North America have offered a window on the world and a beacon of hope for hundreds of millions of information-denied or impoverished people on the planet. They have done so by offering accurate, in-depth, credible news, ideas, educational and cultural fare, consistent with Western journalistic norms and the free flow of information enshrined in the 1948 U.N. Declaration of Human Rights. The broadcasts have enhanced America’s security, and even saved lives. They helped foster a largely peaceful end to the Cold War.
By Alex Belida
With the 70th anniversary of the Voice of America approaching (Feb. 1st), it is an ideal time to assess the future prospects for U.S. International Broadcasting (USIB).
USIB has, over the past 70 years, grown into a multi-headed conglomerate. Besides VOA, it now includes Radio Free Europe (founded 1950), Radio Liberty (founded 1953 and merged with RFE in 1976), Radio Marti (founded 1983) and TV Marti (founded 1990), Radio Free Asia (founded 1996) and the Middle East Broadcasting Network comprised of Radio Sawa (founded 2002) and Al-Hurra TV (founded 2004).
The current Broadcasting Board of Governors (BBG), headed by Walter Isaacson, this month approved resolutions (see record of decisions Jan. 13) aimed at consolidating these operations. As a first step, the Board will study the feasibility of merging into a single corporate structure the three so-called Grantee or surrogate entities – Radio Free Europe/Radio Liberty, Radio Free Asia and the Middle East Broadcasting Network. Secondly the Board will seek legislative approval to create a Chief Executive Officer to oversee day-to-day operations of these non-federal elements of USIB as well as the federal elements, the Voice of America and Radio-TV Marti.
(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 a 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 entry’s 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.
Today’s quote comes from the Fourth Semiannual Report of the U.S. Advisory Commission on Information, submitted to the Congress in April 1951.
Sometimes policy is “made” by the junior officer who writes an original memorandum. Sometimes it is made by an unexpected utterance at a top-level press conference. But the information consequences of policy ought always be taken into account, and the information man ought always to be consulted.
The Mid-Week Quote will be a recurring feature of the blog, although it may not appear every week. Email me to suggest a quote. See below for more on the report this quote is taken from.
The 22-page report (available at the website of the U.S. Advisory Commission on Public Diplomacy) assessed that the State Department’s information program is being effectively administered, that the personnel has greatly improved, and that most of the Commission’s previous recommendations had been put into effect. The Commission expressed concern whether taking the program outside of the State Department to the about to be established United States Information Agency would be an improvement or a detriment to operation.
The Commission recommended that the program should be expanded, better evaluated, and remain closely tied to the policy-making and public affairs areas of the State Department.
It is worth taking a look at the number and purpose of committees the Commission recommended the State Department establish.
The Commission has been most desirous to carry out the purposes of Public Law 402 by opening up wider channels of contact with appropriate professional and private sources. To that end, under the authority of the Act, it has recommended and the State Department has set up seven advisory committees.
Radio Advisory Committee:
Judge Justin Miller, Chairman (& member of the U.S. Advisory Commission on Information)
William S. Paley, Chairman of the Board, Columbia Broadcasting System
Theodore C. Streibert, Chairman of the Board, Mutual Broadcasting Company
Charles Denny, Executive Vice-President, National Broadcasting Company
Wesley I. Dumm, President, Associated Broadcasting, Inc.
Donley F. Feddersen, President, University Association for Professional Radio Education, Northwestern University, Evanston, Illinois
Jack W. Harris, General, Station KPRC, Houston, TX
Henry P. Johnston, General Manager, Station WSGN, Birmingham, AL
Edward Noble, Chairman of the Board, American Broadcasting Company
John F. Patt, President, Station WGAR, Cleveland, OH
Mefford R. Runyon, Executive Vice-President, American Cancer Society
G. Richard Shafto, General Manager, Station WIS, Columbia, SC
Hugh B. Terry, Vice President and General Manager, Station KLZ, Denver, CO
General Business Advisory Committee
Philip D. Reed, Chairman (& member of the U.S. Advisory Commission on Information)
James A. Farley, Chairman of the Board, Coca Cola Export Corporation
Ralph T. Reed, President, American Express Company
W. Randolph Burgess, Chairman of the Executive Committee, National City Bank of New York City
Sigurd S. Larmon, President, Young & Rubicam, Inc.
William M. Robbins, Vice President for Overseas Operations, General Food Corporation
David A. Shepard, Executive Assistant, Standard Oil Company of New Jersey
J.P. Spang, Jr., President, Gillette Safety Razor Company
Claude Robinson, President, Opinion Research Corporation
Warren Lee Pierson, Chairman of the Board, Transcontinental and Western Air, Inc.
Meyer Kestnbaum, President, Hart, Shaffner & Marx
George Gallup, Institute of Public Opinion
George S. Counts, Teachers College, Columbia University
Allen W. Dulles, Director and President, Council on Foreign Relations
Elmer Davis, News Analyst, American Broadcasting Company
Alexander Inkeles, Harvard University
The following were Members of the Advisory Commission on Information at the time of the report:
There was something new at the 2011 International Studies Association conference in Montreal, Canada: a working group on public diplomacy. Organized by Craig Hayden, assistant professor at American University, and co-chaired by Kathy Fitzpatrick, professor at Quinnipiac University, it was a unique discussion to create a community of scholars across the many disciplines that comprise “public diplomacy.”
Keynotes were given by Matt Armstrong and Maureen Cormack, Executive Assistant in the Office of the Under Secretary for Public Diplomacy and Public Affairs.
Congratulations to Craig for a terrific, productive and long overdue working group. I’ll leave it to the participants to highlight the discussions of the day. Hopefully we will see more of this type of event to increase collaboration, understanding, and relevancy of public diplomacy within and with academia.
Even if you’ve been living under a rock, chances are you have heard about China’s impressive economic growth and its continuing rise as an important global player. A few weeks ago, the Senate Foreign Relations Committee released an informative report on the disparities between Chinese and American public diplomacy activities today. Most importantly, the report, commissioned by Senator Richard Lugar (R-IN), the Ranking Member of the Committee, gave a clear and concise look at China’s current rebranding strategies. Aware of its current spotlight and of its negative perceptions abroad, China has heavily invested in their soft power in hopes to ameliorate their image and be seen as less of a threat during their economic expansion. However, having read the report and other articles about China’s so-called “peaceful development”, it’s easy to see how China could very well be standing in their own way. In terms of country branding, their initiative lacks one key factor and that is truthfulness.
I remember coming back to the States a few years ago after a long summer spent with family and friends in India. I felt homesick, tired from the 16 hour flight, and did not want to start school in two weeks but then I was pulled out of my funk when a customs official smiled and said ‘welcome home.’ It was such a simple act but it changed my mood and made me feel as though maybe all those customs officials, even the ones with sour faces, are not so bad after all. Little did I know, I doubt the official recognized this either, that this act is public diplomacy.
Public diplomacy was believed to be a job solely for the state department but it takes more than Foreign Service Officers to do the job well. It is important for every citizen, resident, official, supporter, etc. of a nation to do their best to fairly represent the nation they associate with to a foreign (i.e. those from a nation different than their own) audience. Those working for US Immigration and Customs Enforcement (ICE) are certainly no exception. In fact, they play one of the most important roles in maintaining a positive image of the US because of the opinions and experiences immigrants relay to family and friends back home. These experiences become a part of the composite image/impression that foreigners have of Americans overall; similar to the reasons why an exchange program works to shape an image of America.