The Foreign Service Journal, October 2006

T HE M AGAZINE F OR F OREIGN A FFAIRS P ROFESSIONALS Foreign Service Journal (ISSN 0146-3543), 2101 E Street, N.W., Washington, D.C. 20037-2990 is published monthly with a combined July/August issue by the American Foreign Service Association, a private, non-profit organization. Material appearing herein represents the opinions of the writers and does not necessarily represent the views of the Journal, the Editorial Board or AFSA. Writer queries and submissions are invited, preferably by e-mail. Journal subscription: AFSAMembers - $13 included in annual dues; others - $40. For foreign surface mail, add $18 per year; foreign airmail, $36 per year. Periodical postage paid at Washington, D.C., and at additional mail- ing offices. Postmaster: Send address changes to Foreign Service Journal , 2101 E Street N.W., Washington, D.C. 20037-2990. Indexed by Public Affairs Information Service (PAIS). The Journal is not responsible for unsolicited manuscripts, photos or illustrations. Advertising inquiries are invited. The appearance of advertisements herein does not imply the endorsement of the services or goods offered. FAX: (202) 338-8244 or (202) 338-6820. E-MAIL: journal@afsa.org . WEB: www.afsa.org . TELEPHONE: (202) 338-4045. © American Foreign Service Association, 2006. Printed in the U.S.A. Send address changes to AFSA Membership, 2101 E Street N.W., Washington, D.C. 20037-2990. Printed on 50-percent recycled paper, of which 10 percent is post-consumer waste. J O U R N A L OREIGN ERVICE S F Editor S TEVEN A LAN H ONLEY Senior Editor S USAN B. M AITRA Associate Editor S HAWN D ORMAN Ad & Circulation Manager E D M ILTENBERGER Business Manager E IRENE B USA Art Director C ARYN S UKO S MITH Editorial Board T ED W ILKINSON , C HAIRMAN K ENT C. B ROKENSHIRE S TEPHEN W. B UCK A NTHONY S. C HAN C RYSTAL K. M ERIWETHER J OSH G LAZEROFF W ILLIAM W. J ORDAN L AURIE K ASSMAN J OYCE W. N AMDE K AY W EBB M AYFIELD C HRISTOPHER L. T EAL F O C U S O N P U B L I C D I P L O M A C Y 19 / D AMAGE C ONTROL : K AREN H UGHES D OES PD A year into her tenure, is Hughes making effective use of Foreign Service expertise? By Shawn Zeller 27 / P UBLIC D IPLOMACY M ATTERS M ORE T HAN E VER Like intelligence analysis, PD must be protected from political strong-arming, generously funded and heeded at the highest level. By Patricia H. Kushlis and Patricia L. Sharpe 33 / N EITHER M ADISON A VENUE N OR H OLLYWOOD If public diplomacy has failed, as many critics now claim, it is not due to an inability to find the secret slogan or magic message. By Robert J. Callahan 39 / R EBUILDING A MERICA ’ S C ULTURAL D IPLOMACY Since the end of the Cold War, the U.S. has unwisely left cultural and educational diplomacy to the tough mercies of the marketplace. By Richard T. Arndt 44 / H OW D OES P UBLIC D IPLOMACY M EASURE U P ? Here’s a look at what policy imperatives and technology trends mean for programs in the field. By Joe Johnson C ONTENTS O c t o b e r 2 0 0 6 Vo l ume 8 3 , No . 1 0 F E A T U R E K EEPING S CORE IN THE C ONGRESSIONAL G AME / 53 AFSA profiles how your senators and representatives supported American engagement in world affairs. By Ken Nakamura Cover and inside illustration by Darren Gygi C O L U M N S P RESIDENT ’ S V IEWS / 5 Ideology, Greed and the Future of the Foreign Service By J. Anthony Holmes S PEAKING O UT / 14 Reaching Out to Muslims By Richard S. Sacks R EFLECTIONS / 100 Two Rivers Run Through It By Scott R. Riedmann D E P A R T M E N T S L ETTERS / 6 C YBERNOTES / 10 M ARKETPLACE / 12 AFSA N EWS / 71 B OOKS / 83 I N M EMORY / 87 I NDEX TO A DVERTISERS / 98 O C T O B E R 2 0 0 6 / F O R E I G N S E R V I C E J O U R N A L 3