in the field

This category contains 19 posts

A Day in the Life of a Public Diplomacy Officer at a U.S. Embassy

It seems that few people really know what we – Public Diplomacy Officers – do everyday. I get questions all the time from students at GW or other concerned citizens. After all, engaging and communicating with foreign publics is not really a self-explanatory descriptor for a job.

I ran into one American, in a location that I won’t name, who had no idea what the State Department did – much less as a public diplomacy officer in the Foreign Service. When I attempted to explain public diplomacy, he noted that “whatever it was”, he did not trust the USG to tell him the truth about anything, which was why he did not own a TV set. I am not sure whether this made my failure to explain any more palatable, but at least I had an excuse. And, of course, my in-laws always want to know whether public diplomacy is really a good use for their tax dollars.

So – let me set the record straight: the tax dollars are well spent. Public Diplomacy Officers in the Foreign Service work 24/7 explaining U.S. foreign policy; presenting American society and values in a positive light; listening to people who have strong opinions about our policies and engaging in dialogue with them; partnering on projects; and providing information to U.S. citizens in the event of a crisis.

Once you are a diplomat overseas – even if you are at the grocery store – you are representing your country. And, since we take our job of engaging foreign publics seriously, we constantly engage with people. We attend events. We respond to students and others who ask us about U.S. foreign policy or why Americans think freedom of expression is so important. We always answer the phone when a journalist calls – no matter how late in the day. And, due to the time difference overseas with Washington, we often work late into the night on press talking points, how/what to communicate with U.S. citizens about security, or on a problem with an exchange student.

Last week, I hosted a gathering with students and faculty at the School of Media and Public Affairs (SMPA) to open a discussion about what a Public Diplomacy Officer does every day. The answer, of course, depends on the size and budget of the Public Affairs Office – and the critical nature of our foreign policy in that country.

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Patricia Kabra (head of table) explains what it’s like to be a Public Diplomacy Officer at a U.S. Embassy to a group of GW students and faculty in the School of Media and Public Affairs, September 16, 2014.

 

At an embassy, the Public Affairs Officer (PAO) heads the section, represents the embassy as a spokesperson and develops public diplomacy strategies for the mission. The section usually has cultural affairs officers who focus on exchanges, cultural programming and programming: press officers who analyze media, set-up press conferences, write speeches and handle press inquiries.

Some sections have specialists in English Language teaching and Information/libraries. U.S. embassies are an anomaly in the foreign affairs community overseas in that most other embassies do not have public affairs sections. Instead, they divide culture and press into two unconnected components. Or, they combine press and political affairs in one section.

So, not only is it difficult to explain to Americans what we do, as most foreign diplomats do not understand it either. And, in some parts of the world, host governments are suspicious of U.S. intentions when we say we want to engage and communicate with “their” publics. The classic task of diplomacy, in their view, is for foreign officials to interact with host government officials, not the ordinary citizen.

The synergy between the various public diplomacy functions of press, culture, information and English teaching gives the Public Affairs Office and the Department of State a wide array of tools and tactics that can be deployed either together or separately to engage with people. Annually, we formulate a strategy to further specific policy goals in a given country. Periodically throughout the year, we analyze our programs and strategies in light of changes in the local environment or goals of the U.S. Administration.

In a broad sense, everything we do communicates something about America and our foreign policy – cultural performances, workshops, lectures, press releases and one-on-one meetings. The challenge is to use these tools in such a way that they communicate what is intended and engender a constructive conversation on critical issues. In one country, the best tactic may be in-person meetings and roundtable; in others it may be a broad media campaign.

The students at SMPA posed a lot of excellent questions: what makes a good public diplomacy officer? What do I need to know to pass the Foreign Service exam? How do you measure the success or impact of your programs? And finally, what do you do in an ordinary day? In future sessions, I will bring experts from the Department of State to discuss some of these questions. This last brown bag event highlighted a schedule that started before 8 a.m. with analysis of the media and breaking news stories – and ended with a late reception or a debate over press talking points with Washington until well after 1 a.m. local time!

Public Diplomacy in Action at IPDGC

The author (far left) and Professor Nathan Brown (immediate right) discuss the importance of dialogue in public diplomacy with a delegation from the Middle East at the School of Media and Public Affairs, September 9, 2014.

The author (far left) and Professor Nathan Brown (immediate right) discuss the importance of dialogue in public diplomacy with a delegation of Islamic scholars from Al-Azhar University in Cairo at the School of Media and Public Affairs, September 9, 2014.

As the new Public Diplomacy Diplomatic Fellow at GWU, I still stand with a foot slowly lifting off from my last “post” – U.S. Embassy Cairo and the other foot planted in an office at the IPDGC.

On September 9, both worlds merged as IPDGC hosted a delegation of Islamic religious scholars from Al-Azhar University in Cairo, the major center of Sunni learning in the Middle East, as well as imams and representatives from the Dar al Iftah and the office of the “Grand Imam” at al-Azhar. The visit was organized by the Civilizations Exchange and Cooperation Foundation (CECF) and its director, Imam Bashar Arafat; and funded via a public diplomacy grant from the Public Affairs Office in Embassy Cairo.

The program, a three-week visit to the U.S., took the scholars all over the United States to meet with representatives of religious, academic, government and NGO institutions. This people-to-people dialogue was aimed at increasing awareness among the delegates and the people they met regarding points of mutual interest, concern and potential cooperation.

Professor Nathan Brown from the Elliott School Middle East Studies program joined me in a discussion with the delegation. Previously, Dr. Brown had met some of the delegates during a speaking program in Cairo, organized by the Public Affairs Office, on comparative constitutions. Members of the delegation were glad to see a familiar face. They were curious about the School of Media and Public Affairs and how media could be used to improve understanding rather than increase stereotypes.

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Imam Bashar Arafat (right corner), director of the Civilizations Exchange and Cooperation Foundation, partakes in the discussion with the author (left corner) in the School of Media and Public Affairs, September 9, 2014.

They stated their dedication to increasing mutual understanding and their appreciation for the members of the Jewish, Christian and Muslim communities who met with them during their visit. Members conveyed their concern for the threat from terrorist groups, whom they noted had nothing to do with the real “Islam”. Their final request was for greater contact and cooperation between George Washington University and Al-Azhar University in Egypt.

Opening doors to dialogue is an important function of public diplomacy. Listening to the point of view of others and finding common interests is step one in the process of explaining American society and values. A common foundation of knowledge and understanding is useful when public diplomacy professionals at the Department of State are trying to explain and convey U.S. policy objectives. On September 9, GWU and the IPDGC played an important role by offering a warm welcome to the delegation and listening to their concerns, goals and hopes for the future.

The views expressed in this blog are those of the author and do not necessarily reflect those of the State Department or the U.S. government. The author is a State Department officer specializing in public diplomacy, currently detailed to the IPDGC to teach and work on various Institute projects.

The Secret to Public Diplomacy: Looking at Email Dari Amerika

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Janet Steele (far left) at the launch event of her book, “Email Dari Amerika” in Indonesia, August 12, 2014.

What’s the secret to public diplomacy and how do you measure its impact?

Although I spent the summer in Indonesia working on my project on journalism and Islam, I’ve also been up to some public diplomacy – most recently two weeks ago, when I launched a collection of my Email Dari Amerika columns at @America – an outpost of the Public Affairs Section of the U.S. Embassy located in a fancy shopping mall in Jakarta.  It was a lot of fun. Here’s a link to the video, but the photos are more interesting because they’re in English :) The Deputy Chief of Mission spoke, which added a nice note of gravitas to what might otherwise have been a discussion of snow, Valentine’s Day, and my parrot.

Email Dari Amerika is not an academic book, but writing those weekly columns for three years took a lot of effort, and I’m proud of what I accomplished.  I had met Dhimam Abror, the editor of Surya newspaper, on a U.S. Government speaking trip back in 2006, and we became friends.  Later, he asked if I’d write a weekly column, and I said no – that my Indonesian wasn’t good enough, that I didn’t want to offer superficial commentary on current events, and that I wasn’t a very fast writer.  Dhimam observed that I wrote emails very quickly, and suggested that I write a weekly “Email From America” of 600 words about my life in the U.S. So I did.

I’m certainly an unusual American, but the column turned out to be fun to write, and I developed quite a fan club. The real challenge was filtering complicated ideas through my limited vocabulary.  I tried to think up topics that Indonesians would find interesting – what snow is like, Valentine’s Day, what it was like to be on the Mall during Obama’s inauguration.

I had a great editor who fixed up my grammar but didn’t change my sentence structure or syntax, so it still sounds like me. It all ended shortly after Dhimam left the newspaper, but Yayasan Pantau, a journalism training institute in Jakarta where I’ve been teaching workshops for the past 14 years, decided to publish a collection of them after I posted a translation of my “Valentine’s Day” column on Facebook. The fatwa against celebrating Valentine’s Day really annoyed me – as you know, in the U.S. Valentine’s Day is hardly an excuse for vice; in fact, the people who probably enjoy it the most are school kids.

There’s no secret to Public Diplomacy; it’s really connecting people to people, being sensitive to others, and demonstrating that all of us have far more in common than we realize. The problem is that when budgets get tightened, public diplomacy programs are among the first to go.  In recent years, I’ve been told countless times “we’d love to have you as a speaker, but we just don’t have the budget.”

The U.S. government investment that led to Email Dari America was two days of speaker honorarium plus travel expenses from Jakarta – well under $1,000.  As one former Public Affairs Officer with whom I’ve worked put it, “Glad we could send you on speaker and Fulbright programs to Indonesia, Malaysia and beyond. You have increased the value of our modest investments exponentially!”

It’s often hard to measure the impact of public diplomacy, but as the Press Attaché who invited me to Surabaya eight years ago recently wrote, “You have made my day! Now that is a real tangible impact! Seriously!”

The US-German Relationship at a Critical Public Diplomacy Moment

The U.S. and German flags. Credit: DW.de

The U.S. and German flags. Credit: DW.de

I just returned from a week in Berlin—a lively city teeming with people. There is a whiff of spring in the air and the outdoor cafes have begun to crowd the sidewalks with the European buzz that Berliners uniquely create.

But along with good cheer is a damp residue from this past year’s revelations by Mr. Snowden that the American government has been eavesdropping on conversations between German officials including listening to the phone of Chancellor Angela Merkel. A post-NSA hangover has left German intellectuals reeling and ordinary citizens confused and angry.  Even the biggest supporters of Atlantic relations have found themselves challenged to defend a kind of surveillance and intrusion so antithetical to modern day Germany.

My trip was an opportunity to practice public diplomacy, which involved meeting with national security experts, academics, and a large contingent of students from multiple countries spending a semester in Berlin. It reinforced for me the importance of face-to-face contact and person-to-person dialogue to listen to the point of view of others.

Virtual diplomacy is great; E-exchanges are useful. But nothing beats sitting around a table, handing a physical business card to a new colleague, and chatting at coffee breaks about family and friends. Emotional setbacks in relationships have real consequences and they are best dealt with in human settings as opposed to on line.

The U.S.-German relationship is at a critical inflection point.  We need one another to confront the situation in Ukraine and to find common ground so that American-European-Russian relations do not lead all of us down a dangerous path.

In addition to Ukraine, our countries face common challenges around energy, finance, trade and the growing influence of China.  We have multinational trade deals at stake, like the Trans-Pacific Partnership, and monetary policies with impact on one another’s fiscal stability.  Not to mention climate change, terrorism, and the problems posed by failing states around the globe.

In the end, I think US-German relations can weather the storm.  Pragmatism tends to prevail in both countries.  A crisis often brings partners closer together, and for us, decades of close relations. But this relationship, like all relationships, takes commitment on both sides and a willingness to meet, talk, debate, discuss and disclose on the public side to deepen diplomacy.

U.S. International Broadcasting: Framing the Challenge – Apples or Fruit Salad?

The Broadcasting Board of Governors (BBG) met again last week in its ongoing efforts to manage and improve our international broadcast operations. As both a public diplomacy practitioner and as a U.S. taxpayer, I have a keen interest in seeing that our limited resources for international broadcasting are spent as effectively as possible. As such, I have followed the long and ongoing debate over where and how we should broadcast, as well as how to measure the impact and effectiveness of our efforts with considerable interest. And although I have no deep expertise, nor can I offer any magic solutions, I do nevertheless think that we might usefully focus the debate by simply reframing the broadcasting challenge.

I fear that many of us (myself included) have misunderstood and over-simplified the challenges of international broadcasting. We tend to think of the BBG and the services that it oversees as roughly equivalent to conventional, commercial television or radio broadcasters like CNN, Fox, or even Al-Jazeera or CCTV. The danger in succumbing to that simple fallacy is that we then compare overall budgets and audience reach as if we are comparing apples to apples when, in actuality, BBG offers more of an assortment of apples, oranges, bananas, and other fruit.

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Credit: The Guardian

In some limited markets, VOA or its sister services might have the means and licenses to broadcast directly and compete head-to-head with local broadcasters. Let’s call those “apples.” In most cases, however, the U.S. broadcasters partner with local affiliates who agree to carry U.S. programming on their own airwaves, sometimes on a contract-basis and in most cases, at no charge whatsoever. In those cases, the audience share is heavily dependent on the local affiliate, as well as the particular format, program, and time slot we agree upon. Let’s call these “oranges.”

But not all markets are created equal. In many countries, local affiliates are not permitted to partner with us at all and our own signals are blocked or jammed. Here the BBG and its services have had to explore creative means by which to deliver our programs, often over the internet or through other means depending on the local circumstances. We might call these “bananas,” “kiwis,” and “mangos.”

The precise mix of programming that we offer in each of these markets, moreover, differs depending on local demand and competition. In some markets we might choose a combination heavy on popular entertainment and lighter on news in order to attract a larger and younger audience. In other markets we might rely heavily on news and high-brow entertainment to reach a more elite and, perhaps, politically-influential audience. Both of these activities also fit within the VOA Charter, for example, which speaks of the requirement to “win the attention and respect of listeners.” Now instead of individual fruits, we have a range of different fruit salads.

Finally, even as the BBG and its services pursue all of these different broadcasting models, they are also faced with a media landscape that is being transformed by digital technology before our very eyes. Mobile and even smart phones will soon be ubiquitous around the world and internet and social media access will follow shortly after. The BBG – along with every other media player out there – is trying to maintain an appropriate balance of investments in old and new media formats while studying and adjusting to the evolution of media consumption habits in different markets.

The BBG reported recently that its services now reach a global audience of over 200 million people each week, but what does that mean given the diversity of markets described above? If we persist in thinking of the BBG and its services as a single, conventional, commercial broadcaster and use such aggregate numbers, we should simply be chasing audiences in large markets like India (where we actually cut most broadcasting services a few years ago). When we know that our target markets include smaller but critical countries like Afghanistan and Iran, why do we obsess over global market shares and total audience figures? Similarly, we spill a lot of ink in arguments and discussions comparing the BBG budget of $750 million to much larger amounts that China and Russia spend on CCTV and RT. Are the numbers at all comparable given our wildly disparate missions?

The Broadcasting Board of Governors (BBG) is an independent federal agency of the United States government responsible for supervising all U.S. government-supported, civilian international media. Credit: Wiki Commons

The Broadcasting Board of Governors (BBG) is an independent federal agency of the United States government responsible for supervising all U.S. government-supported, civilian international media. Credit: Wiki Commons

Having complicated the issue sufficiently, I will offer a few suggestions for areas that we should focus our attention on instead. First, where should we be? I think we all accept the fact that our resources are limited and that, as a result, we need to focus our efforts on the countries and markets that are most significant from a foreign policy perspective. This will also take into account the BBG standards and principles, of course, but those include first and foremost to “be consistent with the broad foreign policy objectives of the United States.”

Second, we should discuss what model or fruit or fruit salad is most appropriate or even possible for given markets. We are not trying to be CNN, but shouldn’t we discuss whether we are trying to be NPR, Sean Hannity, Jon Stewart’s Daily Show, reality TV, or some combination of them all? That in turn, will give us a better indication as to appropriate measures of success and effectiveness. In other words, we may not be chasing the largest audience numbers, just particular audience segments. Measurements should be adjusted accordingly. If the requirement is to reach younger audiences, we should not measure our efforts against audiences ranging from age 15 to death.

Third, I was delighted to learn that we have begun to explore deeper cooperation with other like-minded international broadcasters, sharing, for example, the costs and results of our research efforts. Might we not explore even closer partnerships on particular programs in specific markets where our interests coincide? How about jointly producing individual programs? Additionally, are there opportunities for the BBG to purchase and adapt U.S. commercial products or even partner with U.S. news organizations in our overseas broadcasting efforts?

The BBG and its services are not – and should not be – driven by a commercial desire for profit. Nevertheless, by framing them – either consciously or unconsciously – in the model of a conventional commercial broadcaster we run the risk of adopting global audience and budget-to-audience ratios as proxy commercial measurements of effectiveness. Instead, we should uncouple BBG performance from such measurements and use that freedom as a comparative advantage as we pursue our true objectives of advancing U.S. foreign policy and promoting access to objective news and information. In the end, we may find that the most effective ways of doing that involve targeting smaller audiences in particular markets or adopting all-digital internet platforms in others.

Fortunately, many of these conversations are already taking place. Let’s just not get distracted by the global aggregate budget and audience numbers, avoid conflating fruit salads with apples, and stay focused instead on what really matters here.

The views expressed in this blog are those of the author and do not necessarily reflect those of the State Department or the U.S. government. The author is a State Department officer specializing in public diplomacy, currently detailed to the IPDGC to teach and work on various Institute projects.

Reflections From Kyiv: One Year Later

Sonenshine delivers remarks at the "Women's Forum: Women's Role In A Changing Ukraine's Future" in Kyiv, April 12, 2013. Credit: State.gov

Sonenshine delivers remarks at the “Women’s Forum: Women’s Role In A Changing Ukraine’s Future” in Kyiv, April 12, 2013. Credit: State.gov

On April 12, 2013, the U.S. Embassy in Kyiv hosted a day-long conference for Ukrainian women entrepreneurs focusing on business owners of small and medium enterprises. The goal of the event was to promote the importance of Ukrainian women in fostering economic growth, build the confidence of women entrepreneurs to take on leading roles in business and society, provide practical tools for further empowerment, and serve as a platform for networking.

It was less than one year ago when I visited Kyiv as Under Secretary of State for Public Diplomacy and Public Affairs. Today, seeing the unrest, I am reminded of the importance of US-Ukrainian cultural ties. While in Kyiv, I helped launch the construction of the new American Center to build ties between our two nations. Former US Ambassador John Teft and I knocked down a wall as contractors worked to create a convening place to keep Ukrainians and Americans connecting with one another. I also met with bloggers and media, and was the keynote speaker at the Women’s Forum.

Sonenshine and Ambassador Teft help to launch the construction of the new American Center in Kyiv, April 2013. Credit: State.gov

Sonenshine and Ambassador Teft help to launch the construction of the new American Center in Kyiv, April 2013. Credit: State.gov

Meeting with bloggers in Kyiv. Credit: State.gov

Meeting with bloggers in Kyiv. Credit: State.gov

I visited school no. 168 in Kyiv where they are providing mainstream education to students with cognitive and physical disabilities. I met with children learning English through a State Department funded program. I was moved to tears at Babyn Yar, the site of a series of massacres carried out by the Nazis during their campaign against the Soviet Union.

Visit to Babyn Yar, a ravine in Kyiv and a site of a series of massacres carried out by the Nazis during their campaign against the Soviet Union, April 11, 2013. Credit: U.S. Embassy in Kyiv.

Visit to Babyn Yar, a ravine in Kyiv and a site of a series of massacres carried out by the Nazis during their campaign against the Soviet Union, April 11, 2013. Credit: U.S. Embassy in Kyiv.

As events unfold, let’s focus on the people as well as the politics. There are beautiful cultural sites throughout the country that must be preserved. Artists, journalists, young people, the LGBT community, and women must have their rights and freedoms.

PD in Practice: U.S. Facilitates Religious Dialogue on the Central African Republic Crisis

Michel Djotodia resigned on Jan. 10 amid rising conflict between Christians and Muslims in the country, leaving thousands dead. Credit: AFP/Getty via DW.de

Michel Djotodia resigned as president of the Central African Republic on Jan. 10 amid rising conflict between Christians and Muslims in the country, leaving thousands dead. Credit: AFP/Getty via DW.de

Note: I have noticed that much of the commentary and academic literature on public diplomacy tends to focus on the leadership, structure, funding, and theory of public diplomacy, with much less attention on the actual conduct of activities and programs in the field. In an effort to help redress that imbalance, I hope this will be the first of a series of blog posts that highlight current or recent U.S. public diplomacy efforts around the world.

The ongoing crisis in the Central African Republic (CAR) has attracted little attention in Washington over the last several weeks. The news last week that the CAR president agreed to resign has sparked hopes for a possible peaceful resolution to a situation that has already claimed a thousand lives in the last month alone and displaced almost a million people from their homes.

The African Union and France have led efforts to stabilize the situation and broker a solution and senior U.S. officials, including Ambassador to the United Nations Samantha Power and Assistant Secretary for African Affairs Linda Thomas-Greenfield, visited last month and pledged U.S. support as well.

In addition to our traditional diplomatic efforts, we have also brought public diplomacy efforts to bear on the problem. Some have been concerned that the conflict could exacerbate tensions between the majority Christian and minority Muslim populations, as well as other groups. With a view towards promoting dialogue and connecting religious leaders with their American counterparts, the U.S. Department of State, led by U.S. Special Envoy to the Organization of Islamic Cooperation, Rashad Hussain, hosted an interreligious dialogue last week on the crisis that included the Archbishop of Bangui, the President of the National Islamic Association, the President of the Evangelical Association, and the Mayor of Bangui.

According to a U.S. Department of State press release, “The religious leaders from CAR described their efforts to end the ongoing violence and promote peace, thanked the United States for its assistance and efforts, and called for further international humanitarian and security assistance in CAR. The panelists from the United States praised the religious leaders in CAR for their efforts to promote religious tolerance and reconciliation, noted examples of successful interfaith cooperation in the United States, and proposed further collaboration with their counterparts. Both sides agreed to continue the discussion further, to work together to increase education and training on reconciliation and peacebuilding and to seek opportunities to support the travel of religious leaders to CAR to support peace and inter-religious cooperation.”

As always, it is difficult to measure the value of such public diplomacy efforts, but I think there is little doubt that these are exactly the type of people-to-people contacts that can help defuse tensions and contribute to a long-term resolution of the conflict. U.S. Special Envoy Hussain, the Department’s Bureau of African Affairs, and the U.S. Embassy in Bangui should be commended for their efforts in this regard.

The views expressed in this blog are those of the author and do not necessarily reflect those of the State Department or the U.S. government. The author is a State Department officer specializing in public diplomacy, currently detailed to the IPDGC to teach and work on various Institute projects.

What Can Public Diplomacy Learn from Netflix?

Credit: Microsoft

Netflix CEO Reed Hastings has always envisioned the video watching service to be on a streaming platform, not in mailing DVDs. Credit: Microsoft

I had the pleasure and privilege to attend yesterday’s meeting of the Broadcasting Board of Governors as a member of the public. The session featured two fascinating presentations and discussions. First, Voice of America Director David Ensor gave an inspirational presentation on the mission, goals, accomplishments, and challenges facing the Voice of America. Later, we listened to an insightful panel on Technology and Innovation that featured Netflix CEO Reed Hastings, Coordinator for International Information Programs at the U.S. Department of State Macon Phillips, and Chief Technology Officer for the Atlantic Media Group Tom Cochran.

Among the many important issues raised in these discussions are a few key themes facing all of us who are engaged in the practice of public diplomacy. The dominant issue – as is often the case – is how to use our scarce resources most effectively. For the VOA, an organization with a multiplicity of missions (providing independent news, explaining U.S. policy, teaching English, training journalists, etc.) operating all around the world, this requires difficult choices on which audiences to target and which missions to prioritize. David Ensor pointed out, for example, that VOA recently cut the Croatian service after assessing that we have higher priorities elsewhere and that the audience there has ready access to other sources of independent news. Another way to make the most of limited resources would be for VOA to explore partnerships with like-minded media outlets and other organizations engaged in English teaching and journalism training (including the U.S. Department of State and USAID). Asked about the value of particular programs and broadcasts on American music, David Ensor gave a passionate and largely persuasive (in my view) defense of how these programs help Americans connect with foreign audiences around the world.

The VOA discussion featured a number of comparisons with broadcasting organizations of other countries like CCTV, Russia Today, and the BBC (usually to illustrate that VOA is relatively underfunded). BBG Governor Matt Armstrong highlighted a key point, however, when he remarked that unlike those organizations the VOA is not seeking to secure a permanent market share in each of its overseas areas of activity. Instead, the VOA is ultimately seeking to put itself out of business in each of these areas by encouraging the development of local, independent media sources (i.e., by “exporting the First Amendment”).

Unspoken but implied was the suggestion that we should be careful when we compare VOA and its sister broadcasting agencies with official foreign broadcasters. VOA Director David Ensor agreed, in part, but countered that we may ultimately decide that we should maintain at least some presence in order to explain U.S. policies. Personally speaking, I agree with Matt Armstrong and am inclined to believe that the U.S. Department of State can fulfill that function in said markets, while perhaps relying in part on VOA’s English-language resources available at the Washington headquarters and its online platforms.

The Innovation panel also proved exceptionally interesting, highlighting the significant challenges that technology poses for the BBG (and the State Department). Netflix CEO Reed Hastings emphasized the need to always keep the big picture of the future in mind if we hope to develop tools and programs that will be effective in the future. He noted, for example, that Netflix always believed that streaming video was the future of the company and that snail mail DVDs were always considered an interim measure. Likewise, we in public diplomacy should all keep in mind that in another 20 or 30 years the internet will be everywhere, even overseas (a remark that caused many in the audience to ponder a future when television and radio will simply be obsolete).

Another interesting theme was the benefits and dangers of “personalization” (using technology to deliver customized content to individuals as Netflix does) and “balkanization” (the development of virtual “gated communities” in which there are no longer public squares and water coolers where people are forced to debate issues of general interest).

Finally, IIP’s Macon Phillips, who recently joined the State Department after heading up the White House’s digital outreach efforts, described the challenges that he faces of leveraging technology and our public diplomacy personnel and platforms overseas to engage foreign publics in a meaningful way that not only communicates, but also helps advance our policies. He mentioned an initiative that he helped launch at the White House – “We The People” – that allows people to submit petitions and, if they gather enough signatures, receive a response from the White House. A possible model for a similar State Department initiative?

A couple of great discussions and a lot of food for thought!

The views expressed in this blog are those of the author and do not necessarily reflect those of the State Department or the U.S. government. The author is a State Department officer specializing in public diplomacy, currently detailed to the IPDGC to teach and work on various Institute projects.

Tara Sonenshine to give testimony to British Committee on Soft Power

Tara Sonenshine, former Under Secretary of State for Public Diplomacy and Public Affairs, and currently a Distinguished Fellow at George Washington University’s School of Media and Public Affairs will address the United Kingdom’s House of Lords “Select Committee on Soft Power and the UK’s Influence” via videotape on Monday, December 16 at 5:15 p.m. London time (12:15 p.m. Washington time).

The live testimony will take place at the British Embassy in Washington. The evidence session is public and a verbatim transcript will be posted on the British Parliamentary website shortly after the oral evidence session at this link: http://www.parliament.uk/soft-power-and-uks-influence. The Select Committee was formed May 16, 2013 to examine how soft power reflects national interest.

Ms. Sonenshine will be addressing issues related to the use of “soft power,” “hard power” and “smart power” and how public diplomacy is utilized with respect to international policy. Questions will be posed by the Chairman and other members of the Committee who are all Member of the House of Lords.

Ms. Sonenshine has high level experience in both government and the media, having served in the White House, State Department, and as Executive Vice President at the United States Institute of Peace. In earlier years, she was Editorial Producer of ABC News Nightline and a Contributing Editor at Newsweek. At her current position at George Washington University, she writes on a variety of topics related to public diplomacy and international relations.

Peace Corps and Public Diplomacy: Missed Opportunities?

U.S. Secretary of State John Kerry swears in new Peace Corps Volunteers in Antigua, Guatemala, on June 6, 2013. (Credit: State Department, Public Domain)

Secretary of State John Kerry swears in new Peace Corps Volunteers in Antigua, Guatemala, on June 6, 2013. (Credit: State Department, Public Domain)

A recent opinion piece in the Huffington Post raises some interesting issues about the Peace Corps and its relationship to official U.S. public diplomacy efforts overseas.  I’d like to begin by professing my appreciation and admiration for the Peace Corps and the many thousands of volunteers who are serving or have served around the world.  Although I am no development expert and cannot speak to their accomplishments in that regard, I have long appreciated the valuable contributions that Peace Corps volunteers make towards advancing our public diplomacy efforts.

For millions of foreigners around the world, a Peace Corps volunteer is, or was literally, the “face” of the United States, the only direct interaction they may have had with a U.S. citizen in their entire lives. Judging by my personal interaction over a career that has brought me into contact with hundreds of bright, enthusiastic, and dedicated volunteers, I am confident that those interactions are overwhelmingly positive and reflect favorably on the United States.

In addition to highlighting the Peace Corps’ public diplomacy mission in the article, Mr. Machado points out the considerable efforts expended to ensure that the Peace Corps remains an independent entity from the U.S. Department of State and the U.S. military.  While I can certainly appreciate the bureaucratic need to maintain such independence, I am also concerned that it comes at the cost of less-than-ideal cooperation and coordination of our shared public diplomacy objectives.  Mr. Machado correctly points out that foreigners rarely draw a distinction between Peace Corps volunteers and other official U.S. representatives. Perhaps we should acknowledge that simple fact and develop better procedures to synchronize our efforts.

In many countries around the world, this is already happening.  The Peace Corps, where it has an on-the-ground presence, is, of course, part of the Country Team led by the U.S. Ambassador. Working together on those teams, Peace Corps Country Directors and Public Affairs Officers have seen the compelling logic of close coordination.  

When I was the Public Affairs Officer at one of my overseas postings, for example, I worked closely with the Country Director to commemorate the 40th anniversary of the Peace Corps by profiling a few talented volunteers and on nationally televised news programs.  The programs were viewed by hundreds of thousands of locals who marveled not only at the volunteers’ command of their language, but also of the dialects of the local communities where they worked. In a separate collaboration we partnered volunteers with local American Corners, invigorating those key public diplomacy platforms with English language clubs and other activities.  I know that similar collaboration takes place in many other countries as well.

At the same time, I worry that the perceived need to maintain “distance” between the Peace Corps and the U.S. Department of State may lead us to miss such opportunities to leverage our respective investments in public diplomacy for maximum impact.  The simple reality is that foreign perceptions and opinions of the United States cannot be compartmentalized, but will instead be shaped by a combination of factors, including opinions of U.S. policy and military interventions, American pop culture and American tourists abroad, consumption of U.S. products and services, as well as direct interaction with Peace Corps volunteers and official U.S. public diplomacy programs.  

Let’s recognize this and get on with maximizing opportunities to cooperate and collaborate not only between Peace Corps and the U.S. Department of State, but between all U.S. government agencies.  In fact, to the extent that we share objectives – and I know that we often do – we should do the same with the private and non-governmental sectors as well.

The views expressed in this blog are those of the author and do not necessarily reflect those of the State Department or the U.S. Government. The author is a State Department officer specializing in public diplomacy, currently detailed to the IPDGC to teach and work on various Institute projects.

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