New Trends in American Public Diplomacy

Transcription

1 New Trends in American Public Diplomacy George P. Schultz National Foreign Affairs Training Center August 2003 Dr. R. S. Zaharna American University

2 9/11 Wake up Call for Public Diplomacy I m amazed that there is such misunderstanding about what our country is about. We ve got to do a better job of making our case. President George W. Bush, October 11, 2001

3 Why do they hate us? Don t understand us Don t know us = Information driven campaign 5/5/2010 RS Zaharna 3

4 They hate us more Anti-American intensified Anti-American spread = public diplomacy backfire 5/5/2010 RS Zaharna 4

5 The Culprit... American policy? The purpose of public diplomacy is communicate and obtain support for American policy even for unfavorable policies and even with unfavorable publics 5/5/2010 RS Zaharna 5

6 The Culprit - Culture Rarely do communication campaigns produce the same result in different cultures. Hidden cultural assumptions undermined their effectiveness 5/5/2010 RS Zaharna 6

7 How Miss Culture? Focus: American Public Diplomacy (international language of diplomacy) Miss: American Public Diplomacy (American cultural assumptions) Focus: studying the Other culture Miss: role of own American culture 5/5/2010 RS Zaharna 7

8 Public Diplomacy Just as culture influences the communication of a people, so culture influences the public diplomacy of a nation.

9 American Style Domestic & Foreign Publics American style -- positively resonated with American public American style -- negatively resonated with Arab publics 5/5/2010 RS Zaharna 9

10 American Public Diplomacy Communication = Information Problem: don t understand or have info Solution: supply more or better info Agency: advanced technology Complaint: information overload 5/5/2010 RS Zaharna 10

11 American Public Diplomacy Preferred Channel = Mass media Efficient Credible Familiar 5/5/2010 RS Zaharna 11

12 Arab Public Communication Communication = Relationships Problem: strained or broken relations Solution: mend or sever relations Agency: mediator, negotiator Complaint: relationship overload 5/5/2010 RS Zaharna 12

13 Arab Public Communication Preferred Channel = Interpersonal Effective Credible Familiar 5/5/2010 RS Zaharna 13

14 American Style Messages Direct Facts, evidence, argument Future-oriented Individual appeal Self-Promotion 5/5/2010 RS Zaharna 14

15 Arab Style Messages Indirect Metaphors, analogies, rhetorical questions Past-oriented Collective/Communal appeals Credit to the Creator 5/5/2010 RS Zaharna 15

16 American Public Diplomacy Focus = Message Create idea Produce appealing format Disseminate efficiently 5/5/2010 RS Zaharna 16

17 American Assumptions Speaker detached from audience Message is culturally neutral Message can speak for itself Content is important 5/5/2010 RS Zaharna 17

18 Arab Assumptions Speaker and audience linked Message not culturally neutral Audience ultimately determines what the speaker said Context is important 5/5/2010 RS Zaharna 18

19 American Public Diplomacy Result Achieved content goal Neglected context Power of rumors -- mass media vs. interpersonal communication 5/5/2010 RS Zaharna 19

20 New Trends -- Relationship Building Approach to Public Diplomacy 5/5/2010 RS Zaharna 20

21 Types of Relationships Professional Personal Community -- (Bruning & Ledingham, 2000) Diplomatic Regional / Issues Personal Community 5/5/2010 RS Zaharna 21

22 Goals of Relationship Building Initiate create new or expand existing Develop build upon Enhance strengthen Maintain protect and preserve 5/5/2010 RS Zaharna 22

23 Benefits of Relationship Building Better predictor of audience behavior Allows proactive approach later Acts as buffer if crisis occurs 5/5/2010 RS Zaharna 23

24 SMART -- Relationship Building Scan survey and assess current state of relationship Map construct strategic plan for relationships goals / activities Act field test strategic plan and assess initial effectiveness 5/5/2010 RS Zaharna 24

25 SMART -- Relationship Building Rollout Track implement revised strategic plan monitor effect on public s perceptions and behavior (Bruning & Ledingham, 2000) 5/5/2010 RS Zaharna 25

26 Relationship Building Mindset Focus on two-way / interaction Exchange and reciprocity Add personal / social connection in activity Build trust (credible, reliable, stable) Find mutual interests & goals Demonstrate interest & involvement Build commitment (continuity) 5/5/2010 RS Zaharna 26

27 Relationship Building Specific Applications Speeches Being vs Doing visits Communicate interest vs need Pictures, gifts, symbolic tokens Highlight contributions, cooperation Embassy website Find a way to pass the baton 5/5/2010 RS Zaharna 27

28 New Trends in American Public Diplomacy: Relationship Building Dr. Rhonda Zaharna American University August 2003