291. Rethinking Public Diplomacy
- Author:
- Mike Pryor
- Publication Date:
- 09-2020
- Content Type:
- Journal Article
- Journal:
- The Ambassadors Review
- Institution:
- Council of American Ambassadors
- Abstract:
- As this paper went to press, Americans were in their fourth agonizing day of waiting for the final results of the 2020 U.S. presidential elections. No matter who the victor turns out to be, restoring America’s tarnished image abroad should be a central task for the next U.S. President. Public diplomacy (PD) will no doubt be a big part of any such effort, and a number of prominent U.S. foreign policy experts have already called for increased funding and resources for our State Department’s PD programs. As a Foreign Service Officer and PD practitioner for over a decade, I certainly echo these calls. But the truth is that simply doing more public diplomacy is unlikely to achieve the desired outcome. Rather, we need to do more effective public diplomacy. And to be more effective, we need to get real about what PD can and can’t do. What PD can’t do, as the past two decades have shown us, is overcome bad foreign policies through “messaging,” or achieve large-scale development outcomes through small-scale grant programs. What PD can do is use programs such as exchanges, traveling speakers, English teaching and cultural events to build relationships and affinity for U.S. values that provide for sustained U.S. access and influence in important sectors of foreign societies. This access has benefits for the United States at the short- term, the intermediate-term, and the long-term levels. This approach, more realistic than others, acknowledges that while we as a nation can’t direct policy outcomes in foreign countries, we can shape those outcomes at critical moments by leveraging influence built up through relationships over time. The truth is, all diplomacy is about relationship building, and PD activities are best understood as delivery mechanisms for relationships. The main reason this obvious truth is not more widely accepted is because PD has historically struggled to connect the dots between its programs, the long-term relationships the programs create, and the impact those relationships have on the achievement of foreign policy goals. Thus, the task of rethinking public diplomacy begins with creating a framework to contextualize relationships over time. One way to do this is to situate all activities within the concept of the “ladder of engagement.” The ladder model shows how relationship-building activities complement and build on each other over the course of years or even decades in order to bring targeted foreign audiences closer to the U.S. orbit. The ladder is widest at its base, enabling the maximum number of people to climb on. As the engagement deepens, the ladder narrows. At the top, engagement is most profound with a relatively small number of the most influential audience members.
- Topic:
- Foreign Policy, Diplomacy, Public Opinion, and Public Diplomacy
- Political Geography:
- North America and United States of America