The Foreign Service Journal, October 2006

Pressing the Flesh To do public diplomacy prop- erly requires time, preparation and patience. As we assess ways to improve our image, we must consider new technologies, novel methods and clever approaches. We embraced quickly, and used to good purpose, the Internet. Some of our offices now employ text messaging and other tools popular among the young and tech-savvy to enlarge our audience. No doubt other instruments will soon be- come available that will help us in our work. We should also explore what those other related disciplines, such as advertising and public relations, can teach us about effective communication. But we have to accept that public diplomacy, like every diplomatic enterprise, is labor-intensive. It ulti- mately comes down to talking to people, often repeat- edly and usually individually or in small groups. These personal encounters are essential for a couple of rea- sons. Through them we can describe and defend American policies, positions and motives to make our actions clear and understandable. In addition, we can use them to identify individ- uals who would profit from an academic exchange or international visitor grant and, in the fullness of time, share their deeper knowledge of America with others. To be sure, an interview that reaches large numbers through television, radio or newspapers may enlighten and sway people. A performance featuring an American jazz trio, string quartet, dance company or theater troupe will show our diversity and artistic talents to good effect. Film festivals, seminars, photo exhibits, lecture series and F O C U S 34 F O R E I G N S E R V I C E J O U R N A L / O C T O B E R 2 0 0 6 To do public diplomacy properly requires time, preparation and patience — and personal contact.