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Executive Summary
(excerpt)
For generations, America’s standing in the
world has been a source of strength, security,
prosperity, and legitimacy. That standing is now in
peril, according to a wide range of studies that span
the political spectrum. America’s tarnished
international reputation carries a price. Whether the
United States seeks to draw more allied troops to
Afghanistan, win votes in international
organizations, or undermine support for terrorists,
anti- American attitudes obstruct the achievement of
national interests. Winning support is harder; our
enemies’ missions are easier.
Though America increasingly must engage, persuade,
and attract the cooperation of foreign publics in
order to achieve national interests, our country must
do so in a world that has changed markedly since our
public diplomacy institutions were created. Public
opinion holds more sway than any previous time in
history. Information and communication technologies
are cheap and ubiquitous. A dense network of private
companies, non-governmental organizations, and social
movements exert ever more influence relative to
governments. Vicious ideologies sustain violence that
puts Americans and our allies in jeopardy both at
home and around the globe. In this environment, our
country needs new strategies, stronger institutions,
and innovative methods.
There is cause for optimism. Our government is built
on sound and appealing principles that are widely
admired even when our policies are not. We have risen
to challenges before, through adaptation, ingenuity,
and effort. Our nation has abundant assets. American
businesses, universities, media, philanthropy, and
technologies touch every part of the world. We lead
the world in innovation, communication, education,
and research. Our civil servants are capable and
dedicated.
Americans themselves are talented and compassionate.
America, in short, is well equipped to meet the
complex challenges of today and the future. But to do
so, we must rediscover and marshal existing
strengths, both inside and outside our government.
This report presents concrete steps to strengthen
America's efforts to engage, persuade, and
attract the support of foreign publics. As part of a
comprehensive plan to enhance our government's
public diplomacy, it urges the creation of a nimble
and entrepreneurial new non-profit organization, the
USA-World Trust, to complement and support U.S.
government efforts. The USA-World Trust will draw on
the enormous goodwill, creativity, knowledge, and
talent of the American people and likeminded partners
overseas to
- present a more accurate and nuanced
vision of America to counterbalance the one-sided
views sometimes promulgated by popular culture and
foreign media
- contribute to an environment of
mutual trust, respect, and understanding in which
cooperation is more feasible
- promote shared values and their
champions
- inform and support our
government’s public diplomacy efforts through
the sharing of knowledge regarding communication,
public opinion, foreign cultures, and technology.
To do this, the USA-World Trust will engage in five
sets of activities. First, it will conduct research
and analysis, drawing on the knowledge of experts and
conveyed in a form useful to public diplomacy
practitioners. Second, it will tap the vast potential
of the private sector and engage
companies,non-governmental organizations,
universities, and others to work on innovative new
initiatives. Third, it will provide grants and
venture capital to endeavors that advance the
USA-World Trust’s objectives. Fourth, it will
identify, cultivate, and experiment with new
technologies and media products that support U.S.
public diplomacy and strategic communication. Fifth,
it will bring together practitioners from the U.S.
government, scholars, and talented visitors from the
private and non-profit sectors to address public
diplomacy and strategic communication challenges. In
all these efforts, the Trust will engage new voices
and talent, serve as a resource to government and
private groups that wish to improve America’s
image, strengthen America’s relations with
foreign populations, and combat anti-American
ideologies.
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