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Mike HurleyFrom: Stephanie KaplanSent: Wednesday, February 11, 2004 3:50 PMTo: Team 3; Philip Zelikow; Chris Kojm; Dan MarcusSubject: Public Diplomacy

The U.S. Advisory Commission on Public Diplomacy is a bipartisan panel created by Congress and appointed bythe President to provide oversight of U.S. Government activities intended to understand, inform, and influenceforeign publics. It states that it has been in existence for over 50 years, but it was reauthorized and given a newcharter in 2000. The Commission's July 2003 report and testimony from one of its Commissioners, HaroldPachios, in the House today are attached.Djerejian's enterprise -- the Advisory Group on Public Diplomacy in the Arab and Muslim World -- was formed in June 2003 atthe request of Congress. It is a subcommittee the Advisory Commission. Their October 2003 Report is attached. The preface(pages 5-6) includes a list the most recent reports on the topic.STEPHANIE L. KAPLAN9-11 COMMISSION7(202)331-1125F (202) 296-5545www.9-11commission.gov

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The New Diplomacy: Utilizing Innovative Communication ConceptsThat Recognize Resource ConstraintsA Report from the United States Advisory Commissionon Public DiplomacyJuly 2003IntroductionFrom the time governments were organized until very recently, diplomacy involved conveying a message toanother government, usually delivered by a government official to a representative of a foreign government,and the response of foreign government officials. The information revolution that occurred in the last half ofthe 20th century dramatically expanded this paradigm.To effectivelytell America's story to the world and conduct diplomacy, the U.S. Department of State alsomust change the way t communicates. Bycontinuing to embrace innovative technology andnovel - buteffective - thinking, theDepartment canharness thepower wielded bydiverse audiences.The Department of State's Office of E-Diplomacy sponsored a fact-finding trip by U.S. AdvisoryCommission on Public Diplomacy to examine three inventive diplomatic tactics that enhance theDepartment's outreach.These three concepts, which utilize new media and recognize resource constraints, are referred to as:1. American Presence Posts, which use a single American officer in an important region to furthercommercial and public diplomacy goals;2. American Corners, which provide, without American personnel, a public diplomacy outpost - library,discussion forum, program venue and Internet access - available for the use of the local population in a hostcountry; and3. Virtual Consulates, which use the power of the Internet to communicate with local publics andAmericans in a locally branded product that may be able to handle up to 50 percent of a physical consulate'sworkload.In today's world, a wide array ofsignificant foreign citizens - journalists, students, andbusiness people -shape relations among nations through their influence on the public discourse. In rapidly expandingnumbers, we all are - nomatter inwhich country we reside - gaining information from the Internet,television, and other forms of mass media.Citizens in foreign countries no longer must rely on their government for information. To effectively advancethe American agenda, the U.S. Government must find the means to engage all sectors of foreign society bydiverse means.If implemented in a large scale and coordinated effort tailored to host country needs and capabilities, theAdvisory Commission believes American Corners, American Presence Posts, and Virtual Consulatestogether can form key building blocks of a "New Diplomacy" that informs and influences foreign audiences intheir homes, places of business, and venues of leisure. Through the power of technology and innovativeconcepts, direct communication is now possible with the populations we must engage.American Presence PostsThe American Presence Post (APP) revolves around a single Foreign Service Officer posted in a major cityor region. This piece of the "New Diplomacy" requires the most significant output of resources and Embassydedication. Former U.S. Ambassador to France Felix Rohatyn originated the American Presence Postconcept in 1997 to handle consular and American citizen services, U.S. commercial promotion, and publicdiplomacy.

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Communicating Public Diplomacy ObjectivesHarold C. Pachios, Commissioner, United States Advisory Commission on PublicDiplomacyRemarks to the Committee on Government Reform , Subcommittee on National Security,Emerging Threats and International Relations, U.S. House of RepresentativesWashington, DCFebruary 10, 2004Chairman Shays and distinguished members of this subcommittee, I want to thank you on behalf of ourchairman, Barbara Barrett, and the five other members of the bipartisan U.S. Advisory Commission onPublic Diplomacy for this opportunity to share my thoughts on U.S. government efforts to inform, engageand influence audiences in the Middle East and around the globe. I would also like to recognize my fellowcommissioner, Tre' Evers, from Florida who is here with me today.As this subcommittee has noted, over the past two years, severa l significant studies have been issueddealing with the conduct of public diplomacy. I most recently served as my commission's representative onthe Djerejian Advisory Group for Public Diplomacy in the Arab and Muslim World. I think the Djerejian groupmade some important points, but I do have some differences with some of the group's observations.

Having served on this nearly 50 year-old commission for 11 years , I believe that our public diplomacyprograms need to be divided distinctly between two areas, immediate comm unications and long-termcommunications.Our long-term communications include p rofessional and student exchanges, Am erican libraries and culturalprograms. We know these programs work. They are some of our most effective. In fact, while they wereyoung, Prime Minister Tony Blair and Afghan President Hamid Karzai both participated in our internationalvisitor efforts. We know that both of these men are friends of America today. Because of the efficacy ofthese long-term efforts, we must continue to fund them. However, many of these programs are the sameprojects the United States Information Agency (USIA) used to win the ideological battle for the hearts andminds of people throughout the world during the Cold War. These program s are expensive, and to succeedthey require the strategic placement of participants to have success. We often do not see results until atleast 10 years into the future.

If we really want to improve our long-term communications, we need to encourage more Americanbusinesses to conduct their own professional exchanges, streamline our visa process for student visitorsand call on more American citizens to represent the United States abroad.While constituting a core of what the State Department does to influence international public opinion, theworld has changed in a way that requires us to look beyond the influence of elite audiences and theinfluence of people over the long term.Here's what has changed. First, even people in the remotest villages throughout the world receive satelliteTV broadcasts. Second, as the world's only superpower, and an active one at that, every thing our leaderssay and do is of consequence to ordinary people everywhere. Third, the new technology of broadcastjournalism ensures that when our leaders make statements, villagers in Jordan, Indonesia and Pakistan willsee and hear it simultaneously with people in Wichita, Portland, and Louisville. Same m essage, same time.No longer do we have the opportunity to separate our m essages, as we did when I served in the WhiteHouse many years ago as associate press secretary to Lyndon Johnson. Now, the same words and ideasreach our global audience, sometimes with unflattering editing, as quick as it reaches domestic audiences.Since international public opinion does have the power to interfere with our foreign policy objectives, theprocess for unveiling new foreign policy goals, new visa rules or other matters that the global press corpsmay cover needs to be coordinated and communicated by skilled public relations professionals who se rveand have access to the President and other key administration officials.

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Changing MindsWinning PeaceA NEW STRATEGIC DIRECTION FOR U.S. PUBLICDIPLOMACY IN THE ARAB & MUSLIM WORLD

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Changing MindsWinning PeaceA NEW STRATEGIC DIRECTION FOR U.S. PUBLIC DIPLOMACY

IN THE ARAB & MUSLIM WORLD

Report of the Advisory Group onPublic D iplomacy for the Arab and Muslim World

Edwa rdP . D j e r e j i a nCHAIRMAN

Octoberi, 2003Submitted to the Committee on Appropriations

U.S. HOUSE OF REPRESENTATIVES