The Foreign Service Journal, October 2009

J O U R N A L OREIGN ERVICE S F P RESIDENT ’ S V IEWS / 5 Diplomacy and Patronage Don’t Mix By Susan R. Johnson S PEAKING O UT / 14 Public Diplomacy: A View from the Front Line By the Public Diplomacy Front Line Working Group FS K NOW -H OW / 18 PD: A View from the Promotion Panel By Julie Gianelloni Connor R EFLECTIONS / 80 Throwing in the Towel in Casablanca By Michael Varga L ETTERS / 7 C YBERNOTES / 9 M ARKETPLACE / 13 B OOKS / 63 I NDEX TO A DVERTISERS / 78 Cover and inside illustrations by Doug Ross F O C U S O N P u b l i c D i p l o m a c y T HE N EXT G ENERATION / 22 Leaders of the old USIA and State have sought to adapt public diplomacy to new public expectations and the revolution in global media. By Joe B. Johnson PD P RACTITIONERS : S TILL S ECOND -C LASS C ITIZENS / 29 Attitudes within the Foreign Service toward public diplomacy work have not warmed much a decade after State absorbed USIA. By William A. Rugh A H OLISTIC A PPROACH / 35 Instead of bringing back USIA, we should utilize its best practices to restore America’s PD capabilities. By Michael McClellan T HE L AST T HREE F EET : PD A S A C AREER / 42 One reason public diplomacy officers don’t get their fair share of senior jobs is that they don’t compete for them. But that’s far from the whole story. By Monica O’Keefe and Elizabeth Corwin A DDRESSING THE P UBLIC D IPLOMACY C HALLENGE / 47 A new agency of the Department of State — the U.S. Public Diplomacy Service — could ensure both creativity and accountability in public diplomacy. By William P. Kiehl C HANNELING THE C OLD W AR : U.S. O VERSEAS B ROADCASTING / 52 The need for a clear mission is as applicable today in reaching Muslims around the world as it was with Soviet-bloc audiences. By Robert McMahon F S H E R I T A G E T HE D IPLOMAT AND THE D UCHESS / 59 One of America’s first (more or less) professional diplomats, a Jefferson protégé, quickly became an effective practitioner of his craft. By James R. Bullington O C T O B E R 2 0 0 9 / F O R E I G N S E R V I C E J O U R N A L 3 C ONTENTS October 2009 Volume 86, No. 10