Posted on: Wednesday, October 15, 2003

EDITORIAL
'Public' diplomacy needs top-level boost

While so much of what Americans appear to be doing in the Middle East these days comes through the force of arms, that is far from the whole story.

Another part of our effort to extend influence and make friends in the Arab and Muslim world comes through what is called "public diplomacy." This is everything from direct advertising, to exchange programs, visiting artist programs and anything that will help sell America's story overseas.

Bush administration officials will be the first to admit this effort has not always been successful, a victim of underfunding and a Madison Avenue approach that tended to drift away from core people-to-people programs.

But that may be changing, thanks in part to a well-considered report from a special State Department advisory panel.

In unusually frank language, the panel concluded that hostility toward America "has reached shocking levels" and called for a public diplomacy effort on par with our national defense and state-to-state diplomatic efforts.

And, the panel noted, our first efforts must be focused on the Arab and Muslim world.

This is smart advice. All the billions being spent on military and reconstruction efforts in Iraq and Afghanistan will mean little if our purpose and mission are misunderstood.

This does not mean "feel good" advertising and flag-waving or Cold War-style propaganda. Rather, it means substantive people-to-people programs, bringing residents of those countries to the United States for study and travel. It means artistic and cultural exchanges, reading rooms and libraries and greater outreach to local schools and universities.

The United States spends about $25 million today on such outreach, a pitiable sum compared to the billions spent on other programs. Much more is needed.

But beyond money, what is needed is a serious, top-level commitment to this part of America's job overseas.

Former Secretary of State Madeline Albright got it right when she said:

"Our national interest depends on what other countries are thinking of us."