By
Susan MacDougallMonday, September 29th 2008
William Hybl, Chairman of the Advisory Commission on Public Diplomacy, answers FAQs about Getting the People Part Right: A Report on the Human Resources Dimension of U.S. Public Diplomacy. (This last link downloads the PDF). The report calls for, essentially, a reconfiguration of the way that the Foreign Service thinks about public diplomacy, with the fundamental message that we should treat it as much more important than we now do. Here are some standouts from the report:
On job descriptions:
Taking a step back and looking at the bigger picture, what struck the Commission was this basic fact: with the possible exception of a small number of "American Presence Post" (APP) officers, there is virtually no one in the State Department whose primary job it is to directly engage foreign publics on matters salient to U.S. policy.
This is pretty amazing, especially when you contrast it to the advertising culture that we have domestically. How is it that the same country that enjoyed Thank You For Smoking because of its witty and insightful cultural commentary has no one selling our programs to the (probably sometimes hostile) foreign publics that we are trying to work with?
On the future of the Commission:
I think the three top priorities of the Commission would be: 1) beefing up our PD training and, in particular, adding a multi-month intensive long-term training course that focuses on substantive communication; 2) revising the EER [employee evaluation] form and work requirement statements, as we have described, so that they are better aligned with the Secretary's vision of PD outreach, which they are not at present; and 3) taking a fresh, and honest, look at the PD area office structure to determine if real value is being added , and then going where the answers take us, rather than viewing the matter through the prism of parochial bureaucratic interests or simply continuing to do what we've been doing "because that's how we've always done it."
…
In terms of longer-term projects, we have three main priorities: 1) we want to play a significant role, in collaboration with the State Department and academia, in developing the substantive PD training course that we are calling for; 2) we are developing a "Country Music Initiative" designed to leverage the power of America's most popular genre of pop music , 60 million daily listeners! , and the desire of the country music industry to get more involved in public diplomacy; and 3) we intend to host a "National Public Diplomacy Summit" in the summer of 2009 that will bring together the country's top minds and produce a proceedings paper that can serve as a useful reference for the new Administration.
Marc Lynch at Abu Aardvark has been very vocal about the need for a shift in PD approaches in the next administration; you can read all his PD related posts here. And, if you are in Washington, you can attend a panel on public diplomacy in the next administration tomorrow.
Of course, there are counter-arguments to the assertion that we need better public diplomacy - the obvious one being that, if you have bad policies, then public diplomacy is just putting lipstick on a pig. (Couldn't resist, sorry). I’m inclined to think, though, that even if you do have bad policies (and it seems like, in this argument, the “bad” policies are ones that go against the self-interest of the population where any PD efforts would be targeted) then bothering to sell them to the population at all constitutes at least an acknowledgment that their opinion matters. It seems to me that the current PD model is based on the premise that the opinions of foreign publics for whom American Foreign Service officers seek to design a policy do not matter. It's an undemocratic relationship, based on a model that has a not-subtle whiff of colonialism. Even if you do have policies that are not designed with the best interest of the foreign public in question at heart, then caring enough to sell it to that public constitutes a reconsideration of that relationship wherein public opinion carries weight. That in itself constitutes a big change.