Palgrave Macmillan Series in Global Public Diplomacy

Transcription

1 Palgrave Macmillan Series in Global Public Diplomacy Series editors: Kathy Fitzpatrick, Quinnipiac University, USA Philip Seib, University of Southern California, USA Advisory Board: Mai a K. Davis Cross, ARENA Centre for European Studies, Norway Nicholas J. Cull, University of Southern California, USA Teresa LaPorte, University of Navarre, Spain Donna Lee, University of Kent, United Kingdom Jan Melissen, Netherlands Institute of International Relations Clingendael and University of Antwerp, Belgium Abeer Najjar, American University of Sharjah, United Arab Emirates William A. Rugh, Former US Ambassador to Yemen and United Arab Emirates Cesar Villanueva Rivas, Universidad Iberoamericana, Mexico Li Xiguang, Tsinghua University, China At no time in history has public diplomacy played a more significant role in world affairs and international relations. As a result, global interest in public diplomacy has escalated, creating a substantial academic and professional audience for new works in the field. This series examines theory and practice in public diplomacy from a global perspective, looking closely at public diplomacy concepts, policies, and practices in various regions of the world. The purpose is to enhance understanding of the importance of public diplomacy, to advance public diplomacy thinking, and to contribute to improved public diplomacy practices. The editors welcome submissions from scholars and practitioners representing a range of disciplines and fields (including diplomacy, international relations, international communications, public relations, political science, global media, and marketing/advertising) and offering diverse perspectives. In keeping with its global focus, the series encourages non-us-centric works and comparative studies. Toward a New Public Diplomacy: Redirecting U.S. Foreign Policy Edited by Philip Seib Soft Power in China: Public Diplomacy through Communication Edited by Jian Wang Public Diplomacy and Soft Power in East Asia Edited by Sook Jong Lee and Jan Melissen

2 The Practice of Public Diplomacy: Confronting Challenges Abroad Edited by William A. Rugh The Decline and Fall of the United States Information Agency: American Public Diplomacy, Nicholas J. Cull Beyond Cairo: US Engagement with the Muslim World Darrell Ezell Collaborative Public Diplomacy: How Transnational Networks Influenced American Studies in Europe Ali Fisher Religion and Public Diplomacy Edited by Philip Seib Communicating India s Soft Power: Buddha to Bollywood Daya Kishan Thussu European Public Diplomacy Edited by Mai a K. Davis Cross and Jan Melissen The Challenge of Public Diplomacy James Thomas Snyder Shaping China s Global Imagination: Branding Nations at the World Expo Jian Wang Front Line Public Diplomacy: How US Embassies Communicate with Foreign Publics William A. Rugh

3 Front Line Public Diplomacy How US Embassies Communicate with Foreign Publics William A. Rugh

4 front line public diplomacy Copyright William A. Rugh, Softcover reprint of the hardcover 1st edition All rights reserved. First published in 2014 by PALGRAVE MACMILLAN in the United States a division of St. Martin s Press LLC, 175 Fifth Avenue, New York, NY Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number , of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN ISBN (ebook) DOI / Library of Congress Cataloging-in-Publication Data Rugh, William A. Front line public diplomacy : how US embassies communicate with foreign publics / William A. Rugh. pages cm. Includes index. ISBN Diplomatic and consular service, American. 2. United States Foreign public opinion. 3. United States Foreign relations administration. I. Title. JZ1480.A5R dc A catalogue record of the book is available from the British Library. Design by Newgen Knowledge Works (P) Ltd., Chennai, India. First edition: August

5 This book is dedicated to Andrea Rugh

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7 CONTENTS Acknowledgments List of Abbreviations ix xi Introduction 1 Part I The Context One Legacy: Public Diplomacy s Philosophy and Legal Basis 7 Two Public Diplomacy Professionals 23 Part II Field Office Management Three The Public Affairs Officer 43 Four Contacts and Personal Networking Techniques 65 Part III Information Programs Five Traditional Information Channels 81 Six Social Networking Media: Use by Field Posts 95 Seven Social Networking Media: Factors to Consider in Their Use 113 Part IV Cultural and Educational Programs Eight American Cultural Programs 129 Nine Centers, Libraries, and Other American Spaces 145 Ten Educational Exchanges 161

8 viii Eleven Twelve Contents Part V Pentagon Communications Defense Department Communications: Changing Role 181 Defense Department Communications Abroad Compared with Public Diplomacy 201 Part VI Conclusion Thirteen Changes and Enduring Principles 221 Notes 235 Index 269

9 ACKNOWLEDGMENTS Many people have helped with the research that is cited in this book. First, I want to thank the students in the graduate seminar on American public diplomacy that I taught for several years at the Fletcher School of Law and Diplomacy of Tufts University. The term papers they wrote were superb and made significant contributions to our understanding of the actual practice of public diplomacy (PD) because they interviewed American PD professionals currently serving at US embassies in many countries about their work. Although I helped with contacts, their original work made their papers unique and valuable. Some were later published, but with the authors permissions, I have cited many that have not been published. I have quoted dozens of them and their names appear in the endnotes. I am grateful to these students and to all of my students at Fletcher, including my foreign students, who made teaching there intellectually rewarding. Numerous Foreign Service Officers (FSOs) now working in public diplomacy at the State Department gave me their time to answer my questions related to my study of public diplomacy. Among them were Ambassadors Adam Ereli, Alberto Fernandez, and Rich Schmierer, as well as Walter Douglas, Pat Kabra, Haynes Mahoney, Matt Lussenhop, Duncan MacInnes, Michelle Rubayda, Rick Ruth, Kathy VandeVate, and Donna Winton. I owe a special debt of gratitude to two currently serving FSOs who are public diplomacy professionals, Bridget Gersten and Elise Crane. Dr. Bridget Gersten is a mid-career FSO who served in several different public diplomacy positions since She was the public affairs officer at the US embassy in Saudi Arabia and the US mission in Vladivostok, Russia; the information officer (IO) at the US embassy in Bogota Colombia; the assistant IO in Moscow; and a senior PD advisor at the US embassy in Kabul, Afghanistan. She was also a senior PD officer

10 x Acknowledgments at the State Department. She reviewed the entire book manuscript. Elise Crane is also a PD officer who in served as an IO at the US embassy in Uganda, and is preparing for her next assignment in Bogota, Colombia. She reviewed several key chapters of the book. Both of them helped me by checking facts and making sure my information was up-to-date. As experienced and successful field officers, their advice was invaluable but they are in no way responsible for any errors of fact or interpretation that may remain in the book. I also want to thank Ambassador Brian Carlson, a retired PD officer, and Tim Niblock, a currently serving PD FSO, both of whom have had extensive experience with the Pentagon, and who reviewed and commented on my chapters on the Department of Defense (DOD). They also have no responsibility for any remaining errors in the book. In recent years I have also benefited from discussions with many friends and colleagues who have had professional experience in public diplomacy and whose wisdom has helped inform this book, although they are by no means responsible for its contents. Among them are: Mike Anderson, Len Baldyga, Kathy Brion, Jim Bullock, Mike Canning, Bill Cavness, Steve Chaplin, Fred Coffey, Bob Coonrod, Jeremy Curtin, Evelyn Early, Bruce Gregory, Bob Heath, Alan Heil, Bud Jacobs, Joe Johnson, Bill Kiehl, Peter Kovach, Pat Kushlis, Michelle Kwan, Bill Maurer, Sherry Mueller, Donna Oglesby, Marjorie Ransom, Chris Ross, McKinney Russell, Katie Schaeffer, Mike Schneider, Stan Silverman, Pam Smith, Dan Sreebny, and Tom Tuch. Finally I am grateful to Professors Philip Seib and Kathy Fitzpatrick, the editors of the Palgrave Macmillan Series in Global Public Diplomacy, for their unwavering encouragement to me in this project, and their support over the years for my efforts to help analyze the practice of public diplomacy. They could not have been more helpful.

11 Abbreviations ACAO AFRTS AIO BBG CAO COIN CPI DCM DOD DVC ECA FIS FSI FSO GWOT IIP IMET IO IVLP LES MSP NGO OIG OSS PA Assistant Cultural Affairs Officer Armed Forces Radio and Television Services Assistant Information Officer Broadcasting Board of Governors Cultural Affairs Officer counterinsurgency Committee on Public Information Deputy Chief of Mission Department of Defense, also called the Pentagon Digital Video Conference Educational and Cultural Affairs bureau, Department of State Foreign Information Service Foreign Service Institute Foreign Service Officer Global War on Terror International Information Programs bureau, Department of State International Military Education and Training program Information Officer International Visitor Leadership Program Locally Employed Staff, formerly called Foreign Service Nationals (FSNs) Mission Strategic Plan Nongovernmental Organization Office of Inspector General, Department of State Office of Strategic Services Public Affairs

12 xii Abbreviations PAO Public Affairs Officer, the senior PD officer at a US diplomatic mission PAS Public Affairs Section at a US diplomatic mission PD public diplomacy PSYOP Psychological operations QDRR Quadrennial Defense Review Report RELO Regional English Language Officer RRU Rapid Response Unit UN United Nations USG United States Government USIA US Information Agency, created in 1953, abolished in 1999