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AMERICA'S ROLE IN THE WORLD: A BUSINESS PERSPECTIVE ON PUBLIC DIPLOMACY This well-written report comes from a non-profit, non-partisan organization that seeks to enlist the U.S. business community in efforts to improve the standing and reputation of America in the world. Its premise is that the U.S. "reputation crisis" has a negative impact on the U.S. economy as a whole, including business. It proposes to reverse this trend by improving and making wider use of public diplomacy. In this effort, the business community should have a prominent seat at the table. For more than a decade, it asserts, public diplomacy has been downgraded — just another office in the Department of State. It should be taken out of State, since it is unlikely that State could secure the funding and human resources necessary for the vital job of changing the global mindset about the U.S. while also preserving American values and national interests. Public diplomacy, as it now exists, has fallen far behind American business in developing effective communications with people worldwide. The report recommends placing public diplomacy under a non-partisan, independent Corporation for Public Diplomacy that would represent the business community along with other sectors. Another new, inter-agency creation, the National Communications Council, would assist the President in coordinating public diplomacy among the various government departments and agencies. Business for Diplomatic Action believes that our government has much to learn from business, which has acquired management and communications skills that work in the world. Its expertise can help meet the challenges of ever-increasing globalization, and help reverse the "ugly American" worldview held by far too many people and governments. This article brings a new perspective to public diplomacy, international business, and their interaction. Read it in conjunction with Defense Secretary Gates' call for a boost in "soft power": |
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