By PLS
I’ve been quite mystified by the Bush administration’s approach to Public Diplomacy: lots of blather about PD’s importance, near invisibility for the practice itself.
For instance, there was this bizarre scenario:
Karen Hughes, the newly appointed (and confirmed) Under Secretary of State for Public Diplomacy and Public Affairs, had submitted to the relevant Senate committee a statement outlining the critical importance of PD, then concluded the nomination process by drawling (in effect), “Thanks for the honor, guys. Ah will get mah ass to Washington, eventually, but ah’d really rather spend the summer with mah kids.”
Shortly after Hughes finally showed up at Foggy Bottom, she took off on what was billed as a modest fact-finding trip that turned into a disastrous demonstration of what happens when a neophyte who should be all ears turns into a spokesperson who can’t hear.
The tour proved that the conventional wisdom about the Hughes appointment had been all wrong. Most pundits had assumed that Bush was signaling his belief in the importance of public diplomacy by appointing his communications Wonder Woman to the post. Her performance proved the opposite. (See several WorldView articles under Public Diplomacy, esp. those with "Hughes" in the title .)
So this is the way I see it: at some point during a commercial break in “Desperate Housewives” Hughes (who'd resigned from her White House duties for family reasons) whipped out her cell phone, called Washington and said, “Don’t get me wrong, Dubya, ah love mah kiddies, but ah’m jes’ plumb bored out of mah tree.” What was Bush to do? He couldn’t ignore an old colleague’s distress. Fortunately, the PD post was vacant, again, so he turned to Rove and said, “Whadaya think?” and Rove shrugged, “Whatever.”
As it turned out, the Hughes appointment served brilliantly to divert attention from the Bush administration's actual public information strategy, even as the calls for a more effective conventional public diplomacy program had been multiplying.
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