The Practice of Public Diplomacy: Confronting Challenges Abroad

Hardcover | March 15, 2011

EditorWilliam A. RughbyWilliam A Rugh

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The conduct of public diplomacy is carried out as much abroad, by Foreign Service Officers (FSOs) stationed at U.S. embassies, as it is in Washington. This book focuses on what FSOs do in actual practice in field operations. In a series of analytical case studies of public diplomacy operations in different regions of the world, the authors explain how the foreign publics in different countries view America and how FSOs deal every day with misconceptions and distortions of America’s image and policies. Every country is unique, so public diplomacy must be tailored to fit local conditions. The authors also discuss how their work is being impacted today by various developments such as the rise of terrorism, the spread of the Internet and the cell phone, or the election of Barack Obama. This book focuses on field operations and goes beyond broad generalizations and theory, presenting information about actual operational challenges and the best practices used today in working abroad.

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The conduct of public diplomacy is carried out as much abroad, by Foreign Service Officers (FSOs) stationed at U.S. embassies, as it is in Washington. This book focuses on what FSOs do in actual practice in field operations. In a series of analytical case studies of public diplomacy operations in different regions of the world, the aut...

William A. Rugh is a retired Foreign Service Officer.

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Format:HardcoverDimensions:280 pages, 9.09 × 5.69 × 0.84 inPublished:March 15, 2011Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230113222

ISBN - 13:9780230113220

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Table of Contents

Part I: Public diplomacy in Europe and Southwest Asia * Ameliorating Strained Relations: Public Diplomacy in Serbia--Lucija Bajzer * Revitalizing Relations with Turkey--Nicole E. Farina * Iran and the United Kingdom: A Study in Contrasts--Sarah M. Riley * Afghanistan and Pakistan: Public Diplomacy during Conflict and Instability--Rachel E. Smith * Part II: Public diplomacy in Africa * Kenya’s “Native Son” and Enduring Local Issues--Mabel Ntiru * Sierra Leone: Public Diplomacy Unwired--Tulani N. Elisa * Part III: Public diplomacy in Asia * South Korea: The Staying Power of Personal Contact in Public Diplomacy--Yoon-Jeong Huh  * Economic Issues and Anti-Americanism in Japan--Yohei Ogawa * U.S. Public Diplomacy and Stationed U.S. Forces in Japan--Tomonori Niho * Part IV: New media or old? * U.S. Public Diplomacy 2.0: Beyond Catch-up--Takahiro Yamamoto * New Media or “the Last Three Feet” in Africa?--Rachel O. Okunubi * New Media or Old in Egypt and South Korea?--John Rahaghi * Finding the Right Media Formula from the Soviet Union to Russia--Elise S. Crane * Part V: New thinking about public diplomacy * Should Public Diplomacy be Privatized?--Nicole Gabrielle Kravec * Do Peace Corps Volunteers do Public Diplomacy?--Minta Madeley * Conclusion: Field Experiences and Best Practices--William A. Rugh

Editorial Reviews

“What is the future of public diplomacy in the digital age? Ambassador Rugh’s field guide to American public diplomacy validates the first principle of success: personal contact. The shortsightedness of American engagement abroad is echoed by the contributors’ call for additional resources when the trend over four decades is the opposite. The book is not only a chronicle of how public diplomacy is conducted abroad, but also serves as a cry to restore America’s public engagement to a level commensurate with our national interests.”--Barry Fulton, Vice Chair, InterMedia Board of Directors, and former USIA Associate Director “Finally, Ambassador William A. Rugh's wonderfully readable, jargon free, eyewitness accounts of what public diplomacy is, how it works and doesn't work, and why the United States desperately needs it, at this moment, is available. You'll never again ask, ‘Why do “they” hate us.’”--Bruce S. Gelb, Former Ambassador and Former Director U.S.I.A. “If there were ever a man qualified to assemble thoughtful essays on the difficult-to-define topic of public diplomacy, it is William A. Rugh, with whom I worked for years.  In the Reagan administration, this subject was totally misconstrued, but Rugh has set the record straight in an enormously readable collection of the thoughts of the knowledgeable.”--Henry E. Catto, Former Ambassador and Former Director of the United States Information Agency