The Importance of Public Diplomacy
The term public diplomacy (PD) has evolved in both definition and application since its conception. While current understanding of PD is more nuanced than the early Cold War PD, which established the field’s foundation, it is important to understand the back ground and mission of PD from 1953 – 1999. Following World War II, and with numerous recommendations to President Eisenhower, the United States Information Agency (USIA) was first charged with “executing U.S public diplomacy efforts to understand, inform, and influence foreign publics in promotion of the U.S. interests, and to broaden the dialogue between Americans and foreign publics (Nakamura, 10).” Essentially, this era of PD was intended to provide shaping information to foreign countries about the U.S., while providing the U.S. government information about foreign attitudes that assist with foreign policies and decision. This period of PD particularly struck me as it was indicative of the Cold War, early PD to be essentially trying to win hearts and minds through information sharing.

            Although USIA’s functions were officially transferred to the US State’s Department (DoS) in 1999, the overall intent of PD is still vital. Leading the efforts for the DoS is the Under Secretary for Public Diplomacy and Public Affairs. While this position has been vacant 30% of the time since its conception, the role and mission of PD has shifted, perhaps decreasing the need for a PD. I think Gregory may have said it best “public diplomacy is now so central to diplomacy that it is no longer helpful to treat it as a sub-set to diplomatic practice (Gregory, 353).”

            So what is PD today, and how does it affect foreign policy? While it appears there is some debate over the specific terms used to appropriately describe today’s PD (Gregory), there are common themes that prove the relevance of PD in today’s context. The definition that best embodies today’s PD is provided by Gregory – PD has come to mean an instrument used by states, associations of states, and some sub-states and non-state actors to understand cultures, attitudes and behavior; to build and manage relationships; to influence thoughts and mobilize actions to advance their interests and values (Gregory, 353). However to ensure PD is relevant within greater foreign policy today, and reaching beyond USIA’s mandate, the elements of engagement, listening/understanding and establishing a communications goal are critical differentiators.

            The authors we read provided numerous best practices and key attributes of modern PD, however engagement, listening/understanding and establishing a communications goal, really solidify PD in the current administration and global context. As pointed out by Wallin, the Military has been communicating the majority of the American policies overseas the last decade. Neither bad nor good, this is this a perfect example that PD is truly a daily engagement. Although more effective when the engagement is strategic and targeted, PD can come in any shape and size. If engagement such as our military can serve as PD, then it is critical that messages are crafted with care and precision to ensure that wide dissemination is available. Additionally, understanding a target audience and listening to that target audience. Wallin’s point that listening is active and proves two way information is critical. Looking again at the military example, specifically the two wars over the last decade, we should consider the impact PD could have played with successful understanding and listening (real listening). Finally, by establishing a communications goal, practitioners within the field of PD can establish tangible goals and measure against these goals. Where PD has been weak to link their successes to foreign policy achievements, metrics may further emphasize the importance of this field within today’s context.

            Under the Obama Administration, and shown through Gregory’s article, PD is seen as a responsibility of every citizen and diplomat. That being said, it is still a critical field that needs to be measured and understood. It needs careful messaging developed for in order to maintain relationship, build new ones, and understand perceptions worldwide.