The Foreign Service Journal, October 2006

A Caveat Under Secretary Hughes has the stature to set realistic expecta- tions for public diplomacy. But, contrary to the implication of so many pundits, public diplomacy alone cannot turn around the present hostility toward the United States. Our military presence in Iraq, the treatment of illegal combatants and sus- pected terrorists, and associated security policies affect- ing travelers to the U.S. are going to generate negative polls and attitude studies regardless of the PD effort. At a recent panel discussion, the experienced Washington correspondent for O Estado de Sao Paulo told U.S. poli- cymakers: “Don’t spend a single cent on public diploma- cy as long as you’re conflicted about torture being appro- priate.” Only major alterations to U.S. foreign policy will change a broad perception like that. But change is inevitable, and not all factors are against the United States. For example, “Billanthropy” (as The Econo- mist terms the activities of the expanded Bill and Melinda Gates Foundation) is likely to generate significant interna- tional good will over the com- ing decade. On the other side, radical Islamists feed off public anger now, but they offer no positive vision and no hope of prosperity. Their momentum will eventually flag and they will fail. At some point down the road, these and other factors will carry the U.S. ship of state into more favorable waters. In the meantime, our public diplomacy needs a sound strategy and smart methodology to help regen- erate a positive dialogue between America and the world. F O C U S 52 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 Contrary to the implication of so many pundits, public diplomacy cannot turn around the present hostility toward the United States.