Public Diplomacy Today
Part 2
By Patricia H. Kushlis and Patricia Lee Sharpe
Smile. Chat. Seek friends. Some people think that’s all there is to public diplomacy. So why can’t ordinary Americans do the job, on the cheap, especially those already working abroad in business, academic or humanitarian capacities? Amiable, savvy tourists could represent us, too, couldn’t they?
No, they can’t. None of them can.
The Citizen Diplomat Fallacy
Conflict of interest is one problem. Businessmen go abroad to make money. Though corporations may, from time to time, back a ballet tour or sponsor a conference, the event is usually selected to enhance the corporate image or to soften up or highlight some official with the power to grant concessions or contracts at home or abroad. Academics and humanitarians also have allegiances and values that trump what they often see as crass or transient national interest. This is not to say that PD specialists should not celebrate humanitarians as fine examples of American voluntarism. They should. But their skills and commitments are different.
Academics do make impressive speakers for PD programs, not only because of their subject matter expertise, but also because their outspokenness, in healthy doses, serves to exemplify the American commitment to free speech and free-wheeling politics. But few academics could happily, or in good conscience, devote themselves to the day-in day-out business of supporting U.S. policies without regard to their own deeply held partisan or philosophical inclinations. As for tourists, students and/or each decade’s version of the swashbuckling adventurer, they represent only themselves, which is fine. Goodness knows, when the authors travel, as private citizens now, we feel no need to mount a defense of policies we don’t agree with, although we sometimes, out of habit, slip into PD mode.
So—sorry! Only presently-serving Foreign Service Officers have the skills, information, experience, mandate and—this is very important—the sworn responsibility to represent current official policy, with no competing professional imperative. Official policy, pure and never so simple, which is why public diplomacy isn’t for amateurs.
However, it is also true that not all Foreign Service Officers are cut out to be public diplomats.
Diplomatic Bedrock
Obviously any FSO needs an excellent education; many FSOs these days have more than one degree, and previous experience in a host of professions or occupations doesn’t hurt. All diplomats, to be really useful, should be able to operate in one or more foreign languages and cultures, on entry into the service or by means of in-service training, and the Foreign Service should use and reward such competencies, making sure that officers arrive well prepared at post. Naturally all FSO candidates should know a good bit about foreign affairs and foreign policy, and they should also demonstrate a reasonably sophisticated understanding of their own country—history, geography, politics, economics, high and popular culture, etc., etc. Add top notch writing and analytical skills. Add curiosity. Add idealism and loyalty to country. And don’t forget excellent health, since most officers don’t spend more than a few years in the likes of Paris, London or Tokyo, if that. Mostly, without complaint, they represent us in Bamako, Baghdad, Bishkek.
Wow! Do such paragons exist? They do—and why not, in a population of some 300 million. They can be found and recruited, too. That’s why the Foreign Service exam has a well-earned reputation for difficulty.
But wait! We’re not finished.
In addition to demonstrating the background qualifications sketched out above, successful FSO candidates will discover that each diplomatic speciality has its own tricks of the trade, some teachable to recruits, some that must be acquired by progressive experiences in the field under well-seasoned mentors. Public diplomacy alone draws on a vast reservoir of skills and tools, including media relations and placement, information technology, exchanges administration, speech-writing and public speaking, cultural center direction, seminar and conference organization, polling and public opinion feedback, liaison with local notables—a list that is not exhaustive. Nor does a laundry list even begin to suggest how tools, methods and skills are combined, some working progressively over time, some ideal for quick reaction situations, to support longstanding policy needs or to respond to sudden diplomatic crises. Given such an array of tools, all of which must be at hand in order to meet predictable (and, inevitably, unpredictable) demands in almost infinite variety, there’s no substitute for growing into PD competence under the guidance of senior public diplomacy officers.
End Runs That Seldom WorkThe PD specialist’s job isn’t made easier by the curious lack of PD literacy that’s often found among US ambassadors and chiefs and deputy chiefs of mission abroad. Some are gems, well prepared for leadership at a given post. They have the experience and rank to maintain fruitful contact with the host country’s highest echelons of power and influence. They know how and when to use all their resources, including public diplomacy, to achieve US foreign policy goals. Too many others, unfortunately, need 24/7 oversight when it comes to public relations. Political appointees tend to be the most problematic from this point of view, although a happy few arrive already tempered by experience with the country or region.
And yet, year after year, whether the White House is occupied by a Republican or a Democrat,
about 30 percent of American ambassadorships are distributed as political plums or political payoffs. Rewarded for their campaign fund-raising abilities, not for their knowledge of US foreign policy, not for their knowledge of the country they’ll be serving in, not for their proven ability to head an operation as complex as an American Embassy, these political ambassadors often need enormous amounts of professional care and feeding. Worse, instead of showing gratitude for the backup that prevents embarrassment all around, these politicals too often expect from the professionals at post the bowing and scraping that political appointees, in general, just assume belongs to the exalted position of ambassador. Political appointees with deep pockets are considered to have the ear of the President. In reality, they may or may not - but what’s the use if they lack diplomatic sense or the appropriate skills?
Similar drawbacks render the recurrent call for expanding the intake of lateral entry specialists to fill Foreign Service positions (or, as it’s often put, to shake up the moribund State Department) a counterproductive proposition. Diplomatic success in a complex, ever-changing world won’t be improved by bringing in hordes of people who’ve succeed in other fields of endeavor, however well-honed their skill sets may be for non-diplomatic purposes.
Ironically, special mid-level recruitment is also unnecessary. The Foreign Service entrance exam is, in fact, biased toward giving higher marks to mid-career professionals in their thirties and forties. Recent college graduates don’t do nearly as well.
As for those who continue to argue that a transformative fantasy cadre brought in from the outside at the mid level will spurn the salary attached to normal intake rungs on the diplomatic career ladder, perhaps we have gone some way toward demonstrating that any new recruit has much to learn before he or she reaches professional competence in the Foreign Service. What’s more, the impact of queue-crashing, mid-level entries on post morale is unlikely to be positive—and whatever the sweeteners, the uncommitted too often don’t like the life once it’s theirs.
Clichés notwithstanding, diplomacy in our world is no tea party. Read the ever-lengthening roster of those who’ve given their lives in the line of duty. Their names are engraved on the marble walls of the State Department’s Diplomatic Entrance. The list grows longer every year.
Many Talents, Many Temperaments
Meanwhile, as with all professions, diplomacy’s sub-specialties call for different skills and different temperaments. Some FSOs excel at consular work. Others are terrific administrators with an uncanny ability to make the embassy machine work efficiently—and happily. Others are superb at gathering, analyzing and reporting on a country’s political events and/or economic trends while colleagues down the hall in USAID deeply understand the whole gamut of responsibilities involved in overseeing US aid for developmental and humanitarian purposes.
Public diplomacy is also a genuine specialty. It’s for those who are comfortable with the relatively unscripted give and take of public debate or live press conferences; for those who revel in performing on a tightrope stretched between cultures; for those who can adapt, translate, rephrase and improvise as the climate of opinion mutates; for those who can get is right without relying on tired (and unconvincing) boilerplate; for those who can smoothly handle an in-your-face challenge; for those who—at the drop of a hat—can make the media side of a visit by the President, the Vice President, the Secretary of State or a Senatorial delegation into a triumph for the US—and, needless to say, for the VIPs involved.
But all Foreign Service specialties share one quality: it takes training, commitment, perseverance and years of experience on the job to master the job.
In case you missed it: Public Diplomacy Today, Part 1
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