The Foreign Service Journal, April 2004

constitute a down payment on an effec- tive worldwide public diplomacy for the 21st century. In fact, America’s cur- rent PD budget would not even match that of advertising for a mid-size global business —yet informing and persuad- ing foreign publics about U.S. foreign policy, our values and our motives are far more complex endeavors than selling Uncle Ben’s Rice or Coca-Cola. That said, without basic reform and restructuring of the public diplomacy function of the State Department, additional monies will not result in a more effective public diplomacy. To sum up: any serious renewal of American public diplomacy must find a middle ground between the old USIA, an independent agency, and the weak structure that currently exists within the State Department. Dynamic lead- ership at the Department of State by Secretary Colin Powell and Deputy Secretary Richard Armitage has brought increased funding and a new sense of purpose to a government agency badly in need of reform. Now is the time to extend that same energy and emphasis to the department’s pub- lic diplomacy. This unfinished business —a genuine renewal of America’s pub- lic diplomacy function — cannot be postponed any longer. William P. Kiehl served as a public diplomacy officer at home and abroad for more than 33 years with the Department of State and the United States Information Agency. He is cur- rently a senior partner with PD Worldwide (global public affairs, pub- lic relations and intercultural commu- nications consultants) and executive director of the Public Diplomacy Coun- cil at George Washington Univer- sity. His proposals for structural re- form of U.S. public diplomacy are pre- sented in more detail in “Can Hump- ty Dumpty Be Saved?,” American Diplomacy , November 2003 (www. americandiplomacy.org). A P R I L 2 0 0 4 / F O R E I G N S E R V I C E J O U R N A L 17 S P E A K I N G O U T korman communities arlington CORPORATE SUITES arlington, va 880 north pollard street 866.korman.4 : kormancommunities.com live better. brand new luxury high rise : fully appointed one, one bed- room dens and two bedroom corporate suites : state of the art fitness and business centers : heated outdoor lap pool : custom made mahogany furniture : fully equipped kitchens : luxury towels and linens : soft, firm or hypoallergenic pil- low selection : weekday club breakfast serving Starbucks ® Coffee : afternoon Tazo ® Tea : digital premium cable and high speed internet : 27” and 20” sony wega tv and dvd : sony cd stereo : free local phone : on-site management, maintenance, housekeeping : concierge services : walking distance to ballston common mall, ballston and virginia square metro stops 2400 Virginia Ave., N.W Washington, D.C., 20037 Tel: (202) 293-2000 E-mail: leasingoffice@columbiaplaza.net Office Hours: Mon. - Fri. 8:00 AM-5:30 PM Sat 10:00 AM-4:00 PM 24 Hour Front Desk Garage Parking Avaliable Controlled Access Potomac River Views Minutes to Fine Dining Newly Renovated Kitchens Directly across the street from Main State, minutes to Kennedy Center and Georgetown Beautiful and Spacious: Efficiency$1,100 - $1,250 1 Bedroom 1,400 - 1,700 2 Bedroom 2,100 - 2,700 Utilities Included Complimentary Voice Mail Courtyard Style Plaza Polished Hardwood Floors Private Balconies Huge Walk-in Closets Toll Free 1-888-240-5131 Capital Living With Comfort and Convenience 24 Hour Fitness Center columbia plaza apartments