Top U.S. public diplomacy official seeks to explain ‘return on investment’

Undersecretary of State for Public Diplomacy Tara Sonenshine talks about the challenges Washington has faced in public diplomacy at home and abroad, and if it’s finally getting it right.

State plans new public diplomacy posts

The State Department plans to create seven new senior positions to ensure that a public-diplomacy perspective is always “incorporated” in policy-making around the world, as well as to respond quickly to negative coverage of the United States in foreign media.

In an ambitious strategy that goes beyond any previous efforts to reach out to other countries, the Obama administration “seeks to become woven into the fabric of the daily lives of people” there, its top public-diplomacy official said Wednesday. “We must do a better job of listening, learn how people in other countries and cultures listen to us, understand their desires and aspirations, and provide them with information and services of value to them,” said Judith A. McHale, undersecretary of state for public diplomacy and public affairs.