Make an impact. communication Ph.D./ M.A. communication management M.C.M. global communication M.A./ MSc public diplomacy M.P.D. journalism M.A. – PRINT/BROADCAST/ONLINE specialized journalism M.A. specialized journalism (the arts) M.A. strategic public relations M.A. U S C A N N E N B E R G S C H O O L F O R C O M M U N I C A T I O N • Ranked among the top communication and journalism programs in the United States • Extensive research and networking opportunities on campus and in the surrounding communities of Los Angeles • Learner-centered pedagogy with small classes, strong student advising and faculty mentoring • State-of-the-art technology and on-campus media outlets • Energetic and international student body • Social, historical and cultural approaches to communication annenberg.usc.edu The graduate education you want. The graduate education you need. The University of Southern California admits students of any race, color, and national or ethnic origin. Public Diplomacy (PD) Editor-in-Chief Anoush Rima Tatevossian Managing Editor Desa Philadelphia Senior Issue Editor Lorena Sanchez Staff Editors: Noah Chestnut, Hiva Feizi, Tala Mohebi, Daniela Montiel, John Nahas, Paul Rockower, Leah Rousseau Production Leslie Wong, Publication Designer, [email protected] Colin Wright, Web Designer, colin is my name, www.colinismyname.com Faculty Advisory Board Nick Cull, Director, USC’s Public Diplomacy Master’s Program Phil Seib, Professor of Journalism and Public Diplomacy, USC Geoff Wiseman, Director, USC Center on Public Diplomacy Ex-Officio Members Laurie Brand, Director, School of International Relations, USC Abby Kaun, Associate Dean of Academic Programs and Student Affairs, Annenberg School Sherine Badawi Walton, Deputy Director, USC Center on Public Diplomacy International Advisory Board Simon Anholt, Editor-in-Chief, Journal of Place Branding and Public Diplomacy Matt Bonham, Co-Director, Newhouse/Maxwell Public Diplomacy Program, Syracuse University Andrew Cooper, Associate Director of CIGI and Professor of Political Science, University of Waterloo Geoff Cowan, Professor and Annenberg Family Chair in Communication Leadership, University of Southern California Harris Diamond, CEO, Weber Shandwick Worldwide Kathy Fitzpatrick, Professor of Public Relations, Quinnipiac University Eytan Gilboa, Professor of Political Studies & Communication, Bar-Ilan University Peter van Hamm, Institute of Communications Studies, University of Leeds Markos Kounalakis, President, Washington Monthly Evan Potter, Professor of Communications, University of Ottawa Ambassador William Rugh, U.S. Foreign Service (Ret.) Crocker Snow, Edward R. Murrow Center for Public Diplomacy, Tufts University Nancy Snow, Associate Professor of Public Diplomacy, Syracuse University Phil Taylor, Professor of International Communications, University of Leeds Shibley Telhami, Anwar Sadat Chair for Peace and Development, University of Maryland Abiodun Williams, United States Institute for Peace Public Diplomacy (PD) is a publication of the Association of Public Diplomacy Scholars at the University of Southern California, with support from the USC Center on Public Diplomacy and the School of International Relations. Its unique mission is to provide a common forum for the views of both scholars and practitioners from around the globe, in order to explore key concepts in the study and practice of public diplomacy. PD is published bi-annually, with an accompanying web magazine, www.publicdiplomacymagazine.org. Editorial Policy: Public Diplomacy (PD) seeks contributions for each themed issue based on a structured solicitation system. Submission must be invited by the editorial board. Unsolicited articles will not be considered, or returned. Authors interested in contributing to PD should contact the editorial board about their proposals. The opinions expressed in PD are those of the authors and do not necessarily reflect those of USC and the supporting organizations.Authors are responsible for ensuring the accuracy of their statements. Copyright of published articles remains with Public Diplomacy (PD) Magazine. No article in its entirety or a part thereof may be published in any form without proper citation credit. From the Editors In the fall of 2006, the University of Southern California instituted the world’s first Masters of Public Diplomacy (MPD) program in recognition that while public diplomacy is not a new practice, it is quickly becoming one of the most important elements of relating internationally. The first MPD students created the Association of Public Diplomacy Scholars (APDS), which seeks to promote the field of public diplomacy as an academic discipline as well as provide a forum for dialogue about its practice. This magazine was founded by APDS as part of our efforts to fulfill that mission. Public diplomacy is both an area of theoretical study, and a trade with specific skill sets in which practitioners can be trained. Any publication that serves our discipline has to address this hybrid identity. We debated whether that should take the form of an academic journal or a trade magazine. What we needed, we realized, was a publication in which we could tackle everything from conceptualizing public diplomacy, debating its relevance, and discussing the roles of various actors, to developing evaluation methods, sharing best practices and even a little proselytizing. Such a tall order, we concluded, could only be fulfilled by something entirely new. That new creation is the publication that you are either holding in your hands or reading on your screen. PD is not an academic journal but it is not really a magazine either, although we chose to use that moniker because of the accessibility it suggests. We seek to carve out an innovative space that can be accessed between paper covers or clicks of a mouse, and that celebrates all comers—from academia, Foreign Service, volunteer ranks of NGOs, the blogosphere, and beyond. Public diplomacy is at its best when scholars are in conversation with practitioners, and PD intends to host that dialogue. This magazine promises to address the challenges and issues of public diplomacy, not only for the United States, but wherever it is relevant in the world. It will feature the voices of practitioners and scholars with divergent perspectives, but whose unified goal is the continued evolution of the field.The exigency of this project is evidenced by the encouragement we have received from everyone who has heard about it, and reflected in the quality of the contributions that fill this inaugural issue. It has been symbolic to work on the launch of PD on the heels of the inauguration of President Barack Obama who, for many around the world, represents a turning tide and renewed opportunity for the United States’ engagement with the rest of the world. We began soliciting contributions for this issue during an election season that was rife with ideas about what a new U.S. presidency could mean for public diplomacy. Many of the recommendations and words of advice in our lead section, Memos to Obama, began to take shape before the identity of the next president was known and would be relevant regardless of who sat in the oval office. However as Barack Obama emerged as the new face of the union, our contributors also began to ponder what his unique contributions would be to American public diplomacy. We’d like to express our gratitude to Ted Richane and Meg Young, who spent two years laying the groundwork for this publication, our advisory boards, the MPD program, USC’s School of International Relations and the Annenberg School for Communication. Particular thanks go to the Center on Public Diplomacy staff for their unwavering support of the launch of this exciting new endeavor. We look forward to hearing your comments and feedback, as we continue to shape this publication. Please send your comments to [email protected]. The conversation about the new public diplomacy has only just begun. Anoush Rima Tatevossian Desa Philadelphia Lorena Sanchez Editor-in-Chief Managing Director Senior Issue Editor INSIDE PD WINTER 2009 1 New Developments in PD You Tube Diplomacy * Twittering the War * International Broadcasting loses ground in Eastern Europe * The emergence of Smart Power * EU’s “Eastern Partnership” * Re-branding Russia * The Olympics as Cultural Diplomacy By Iskra Kirova 7 MEMOS TO OBAMA How should the new President structure America’s public diplomacy for the 21st century? 8 NICHOLAS J. CULL breaks down what we can learn from the past in Designing Out the Mess: A Historically Literate Approach to Re-Booting U.S. Public Diplomacy 14 KRISTIN LORD proposes the creation of a new PD entity in The USA-World Trust: Bringing the Power of Networks to U.S. Public Diplomacy 29 HALLE DALE lists recommendations for refining the U.S. government’s approach to strategic communication in Improving the International Marketplace of Ideas 33 DAVID HOFFMAN organizes an Internews Network Memorandum to Secretary of State Hillary Clinton recommending greater support for local, independent media around the world. 36 PERSPECTIVES JAMES GLASSMAN gives an exit interview about his tenure as Under Secretary of Public Diplomacy and Public Affairs. Interviewed by Anoush Rima Tatevossian. 44 BENJAMIN BARBER ponders which version of America the new administration will show to the world in Brand America or America the Beautiful? Public Diplomacy in the Obama Era 47 PUBLIC DIPLOMACY IN PRACTICE WALID MAALOUF, USAID’s Director of Public Diplomacy for