And he was really good. People really liked his course and i personally want to have that course, i think we should have it, but something has happened. Student demand for that course is not high and i understand it because student demand i understand so well for journalism is not high either. Its all part of the whole evolution thats taking place in the world and academia. Young people are coming at this from a different perspective than what we came out. Either we adapt to that or we die. It doesnt mean that you do away with public policy, not at all. What i am trying to say is be honest about, one, competitive environment, and two, what the students want, right . So but the course that is we do have are very popular. I teach courses about how to write oped pieces. That goes into international biases and the different between liberal societies. Really everything about how you change the global debate. Thats what the course is called. Then we have other course that is we have to do with how do you frame economic debate so that it has a policy impact. You know, how do you communicate really difficult economic issues, we have courses what do you do when theres a natural cries and things like that. How do you respond to that . We have courses on negotiations and so forth. In addition to what i said, the history courses and then the course of counterterrorism, social networks, Digital Citizen and development, all of the things deal with whats part of the Public Diplomacy, seeing from another point of view, you are shaking your head, we will come back to that. Okay. [laughter] no, theres some debate about how do you define Public Diplomacy. We are never going to come up with one answer to that but i will come back to it. So its we are dealing with Public Diplomacy but we are trying to deal in it in a way that responds to the needs and demands of world today with students. Which leads me sort in the sect area. Is Public Diplomacy just what policies do. Lets not try to answer it here but lets do say whats going on. The founder at ufc with adam, center for Public Diplomacy at usc, right, as director, no, pointing to you in the back. [laughter] as director led us to, you know, into led usc into the whole study. As jeff says, we have tboan from what was a monologue in government diplomacy to a dialogue through collaboration. A trend of relations historically in the world. And in the Digital World, what that means the federal government settle control over the message. As a news media, before the private news media and governments controlled the pipelines of information, in the world and within their countries and they did for centuries ever since the founder printing presses. That period if its not over its coming to an end. With social media, everybody has a voice internationally and nationally. And some societies like china and russia try to control it but only to partial success. When anybody can compete with the New York Times, the New York Times no longer controls the news reporting on that, and the same for governments. What maybe even worse about that loss of control is that the news media itself is facing exist existential crisis tbauz model for advertising does not work online. There was a time everybody used to complain that the news media responded to advertising, thats not true, advertising responded to the news media. Over in the private information, power in the hands of news media and advertising had to go through them because thats the only way to get to audience u but in the Digital World they bypass it. Google, facebook, 72 of advertising, all advertising goes to google or facebook. You dont need cbs or nbc to reach the product. You by pass them totally and as a result their Business Model has been totally undermine and right now nobody wants to pay for information online. A few of us who are among the leader are willing to do so but people around the world does not want to pay for information. So if you have the situation which is essentially chaos on line, which is essentially this control over information, we dont know where we are headed and governments do not have the power to be able the influence it like they used to. So if we talk about Public Diplomacy we talk about okay, how do we do Public Diplomacy in that kind of a the world. Thats the big challenge. Its not to say that the traditional policy is very important, education is very important but Culture Exchange are very important. Clearly thats important and clearly nations have to des similar nate their own point of view on things but thats frankie small compare today that bigger challenge. So i have this great fear that we are moving in a direction that its blip in history. The digital revolution. Boundaries means less. You know, you find add to that what ngos what people are doing, businesses are doing by pushing universal values, suddenly nations being less and less but less important than they were in the past. And if thats the case, you know, if we are moving to a world that nations means left, sounds very kumbaya that we are going to be a great world of peace, but was know thats not going to happen, right . And so, you know, who is going to organize social welfare if you dont have National Government, we dont have National Government to try to bring order. Maybe itll be nice to work in that direction. But we are not there by long shot. If if they they lose power, where do we go . Thats where i see the great challenge for all of us to study and we are not, we are not. We are talking about the latest kinder attack against the dnc and im not saying thats not important, it is, but but who is really looking at what all this means, you know, for International Order . International system and for the nation state. I would like to challenge some of you to try to answer those questions and we should Work Together answering that. So is precisely a Research Initiative on signer space and world order. Second and more define research, the first one is a very broad thing and im trying to get faculty members interested and just trying to get the faculty going and see whatever support we can do for individual projects and we just started talking about it. The one on Digital Trust is more advanced and we are talking to funders on that. The next one is what im calling a Global Platform and its very advanced. Im working with a design form out of new york called charming robot, we will be doing our alpha launch. Alpha launch is just a glorified whats the word i want to say . Its a pilot but, you know, youre asking for people for their opinion and their respond and that kind of thing, a focus group. Maybe 100 people to get their action on. I think we want to focus on Human Security and then we will expand on other issues and what will be a global comparison of experts on the same issue. We do not have today a global news media, a true news media. You get New York Times anywhere, bbc anywhere, the wall street journal anywhere but theyre all edited from the point of view of home market, theyre not global, they frame news and information from whatever their home capital is, thats natural. The same thing with the times of india, its the time with chinese press, its the same thing with every Nations Press does exact same thing. What we do not have anything thats compared so that we can compared what chinese are saying, what indians are saying and americans are saying at the same time. And so we are trying to see if we can crack that down. But we cant do that with reporting because we descroant the resources to do reporting but we think we can do it by doing analytical stuff by comparing what experts are saying on the same issue. Can we pull it off . I dont know. Maybe we will fall flat on our face, its a wonderful challenge. One of the things i did a few years, i launched newspaper from texas. Wall street journal and npr and so the la times and there were the largest shareholder and came in as the second Group Investing in it and we went to 45 million and lost every bit. Ititwas my loss and i will do it again and we lost due to market. It was a time when newspapers were printing pressing for money and by the time we hit the streets, all of there had changed. So but the whole concept of launching something and being an entrepreneurial is a wonderful challenge and this one would be much lower cost but we hope we can make it work and hope we can make it work for International Partners and any advise much be greatly appreciated. Secondly, i am working with unc on product with internet laws in latin america that we hope to do and then the last thing, and this is really something for this group, and in here im very happy to report that phil from usc is part of a small group thats designing this and that is to redesign the u. S. Governments International Communication strategy from scratch as if you had to start all over again. We know we have this creaky thing together with a bandaid, left over from the cold war, if you had to do it all over again, how would you define, how would you structure both the strategy of the government and its infrastructure, how would you do it today if you had to do it all over again . And what we want to do is have a group of like eight or nine or ten working groups, we want to pull people from hollywood, silicon valley, madison avenue, academe and here in washington to call and debate this thing and try to put the whole Government International within the concept between all the digital and communications taking place in the world. What should we do today . And we hope to have a whole series report and one master report at the end. Excuse me. Yeah. So thats one where i really would like to call on some of you guys to participate and even some of the working groups. With that, let me end and let me open it to questions, thank you. [applause] well, thank you, of course, our speaker asked a question also and answers also welcome. Questions and comments. , my goodness, everybody is just a factcheck, you said 75 of ad money in facebook and google. I believe in digital ad money . Yes, i do. Youre right. You talk about global media barriers, elen carber one of the things he controlled media satellites in asia newspapers, satellites in europe, who could be modeled on. Is there any chance of some med accompany having that powerful role worldwide and not just in a james bond movie . Frankly, no. The Business Model doesnt work. If the movie was tomorrow never dies, everyone thought on merdec. I teach at the american university. Yes, i know you teach at uas. Theres no interest among your students in the practice of Public Diplomacy. My sense is in the school of International Service that the question of practice is enormously important to a High Percentage of students who seek particularly in the Masters Program to go into the world, the world of government and beyond with tools that will enable them to get appropriate jobs and so forth n. The Public Diplomacy we have no shortage. In fact, we have not enough people teaching for the people who want to learn the tools of the trade, how do you use the knew technologies, how do you use the old technologies, how do you promote exchanges and so forth and graduate or undergraduate . Both levels particularly graduate level as we have a large graduate program. Right. Theres high demand. So i guess my question is, why are your students turned off by what everywhere else seems to be a highly important subject . Thats great. Im glad to know that about au. Thats one of the things that i wanted to hear, what was the experience of other schools was, i can venture a couple of thoughts, if i might, but literally, this is just venturing, it only comes from me, this isnt an official thing at all. Other than the fact than we are commit today Public Diplomacy in general i am speaking on behalf of a dean, our academic dean steve block. But i dont know about au but at fletcher the roughly age 28 years old. People who come with experience and have an idea of what it is they want and even those students who are interested in Public Diplomacy are not demanding a course on Public Diplomacy, they would rather have the different skills courses and academic course that is are part of being a good public diplomat or a good diplomat in general instead of having practice course in general. I dont know why, i wish i did, i wish i did and, you know, we would still like to have that course but we have to sort of, you know, in the competition for what courses you do in the budget you have, right, something we all understand it hasnt made the cut. What we do want is that when we have a visiting state department fellow who knows about it, we do hope the person will teach the course and we are trying to even have a standard syllabus, at least have it as a base for anybody that comes in, our last fellow who was here this past year actually came out of the field diplomacy but he didnt wasnt interested in teaching course but he participated strongly in activities and workshops and panels and went to all of alans courses and was an active participant. Its not that diplomacy wasnt represented if i can use traditional, if you dont mind, Public Diplomacy practices in other courses, he did do that and he was wonderful. Everybody loved him. Tremendous energy. But i dont i wish i dont know if that is the real reason why we dont have it but we just dont. [inaudible] yeah. One of the issues you raised how people are doing it, other countries, institutions, again, theres demand to understand the complexity of the profession weve had many thesis. We had a group from greece and poll poland. We boric with them. Next question from Bruce Gregory and may not be unrelated. Yes. Bruce gregory washington university. At gw we have three established practitioners that are teaching courses that are academic courses and focus on academic study of diplomacy and we had a diplomacy fellow teaching ourses there under graduate. The command is there demand is there. I think my question goes to students are the masters in the Entrepreneurial University where fletcher on the future and i appreciate your comments for diplomacy, my question goes out, Alex Hendrickson has been teaching for a long time, do you have plans to replace him and how you plan to replace at fletcher. Yes, they are looking to replace alan now. That chair is all about teaching of diplomacy right and Public Diplomacy is crucial of that. Alan had a particularly interest and held conferences and seminars on Public Diplomacy and had a great interest in it so absolutely we hope to replace the role. He has been terrificically involved including sending emails this morning, we all love alan. The thing about bill is exactly your point. I would love, love nothing more than to have something continuing that course. Like i said earlier, he was, you know, recognized as a very good course and professor and students who took the course loved it. I mean, you know, i run a center and i teach as well but, you know, the guys who run centers, its the academic dean and the Academic Council committee that oversees what courses you teach not center director, but as a director, i would love nothing more than to have that course because thats more students involved in the fields that our center is involved in. Now, im very happy to report that i just closed raiding a half a Million Dollars for student scholarships, half of that is coming from cbs, which has never been involved in the center even though morrows career, always worked at cbs but we have now established a relationship in the name of a former fletcher student ratliffe who died a year ago and was legendary producer inside cbs and with that we will give scholarships to students who will be writing on the murrow areas that i layed out, kinder, media and Public Diplomacy and really looking for guys, students who want to do caps on Public Diplomacy, so we want it, believe me, we want it because we think its important. Next question back here. Thank you, my name is lynn wild i would like to echo in part what gregory said and pick up on what you just said, i teach a cap course, and have twice as many enrolled for this fall so theres definitely a thirst people who are interested in Public Diplomacy and communications by course and perhaps your course can be so designed and the au what course . Skilled institute. Shortterm, two days, usually one weekend or two weekends. Yes. Which help people from across the university coming through sis including skills and Public Diplomacy, i will be teaching in january. I had a question about the last thing you mentioned. That kind of the thing that youre doing with the weekend workshops and things like that, i think thats a great idea. You might have a greater appetite than a yearlong course. About what you were mentioning about remarks, Public Diplomacy and International Communication. Its more International Communication, but, yes. Whats the timeline of the project and will you be ready to provide insight team in november . [laughter] funny you should say that, Arianna Huffington came to talk in may. She came over to me and said, what would marrow say about the donald trump, i said he could she promote today done of the center and i said what would merrow say about donald trump and he said that merrow could scure. She did a column. Everybody kept saying not to take after trump, maybe we should be doing something about what would merrow say about Different Things, should we create some kind of a program i thought that was fascinating. I have been batting the idea with people and any ideas you guys have on that or do together, really, because i am a bleefer that we are much stronger working together, i guess that sounds like the other [laughter] i think itll be great. Cheryl miller, its my privilege to teach Public Diplomacy at the au and im always quick to point out that edward started career at institute conducting exchanging programs. So one of my concerns as somebody who was there when the program started and took the first two courses in Public Diplomacy ever given at fletcher, what do you think or how do you see in the courses you are offering some differences because im very concerned that that gets lost in International Media and yet students need it so badly to put the fragmented messages theyre getting in some sort of teeper context. Thats why we need the public course to hit those sorts of issues. I fear that some of that will get lost. Some of it. The really focused teaching of it gets lost. Bill did that and i wish we could and we dont ignore the subject. We do deal with the subject at the school but doesnt come up in an organized discipline way that it would in a course and we have lots of students involved into that and alumni, im talking to alumni in london who wants nothing more than do this big cultural diplomacy project. I have the mic here. I would like to play the devilss advocate, ten years ago when i was teaching social diplomacy john brown was a speaker in my class and he expressed the idea very early on. I know your blogs and now i have a face, thank you. He also introduced the idea that thats cool. [laughter] we shouldnt call ourselves call the service the voice of america, should be the voices of america because we have so many voices in public policy, i would rather state that Richard Nixon never control it had media, he used the word about all the problem that we had with the media, i remember as a kid seeing all the public debate about lyndon johnson, how he never controlled the media. Hitler and stalin controlled the media and a few other people. The claim that weve got from one way to two way, theres a lot of voices, i just dont think theyre very important. They get in the muck of internet. They get captured by echo chambers and theres little debate, a better debate that we use to have had the old newsstand that had several hundred journals and magazines, that was a genuine has less value. Where theres value a lot of times its one way, you have twitter where theres little content, you become a follower and you cant reply and you have good publications like the new yorker which dont allow responses to articles, increasingly thats the trend. Just some ideas to challenge the way of the one way to two way. Let me say that i didnt i hope didnt say that the government controls the news media. Its that there were two main pipelines, one the private news media and the other the government. In some parts the government does control. In this country and democratic countries, you had a model before, its just a model of, you know, information flows controlled either by the government or the private news media, thats whats been broken down. Hi, rachel, im a reporter covering Foreign Affairs and in my free time i work at press freedom issues in the National Press club and wanted to respond a little bit to what you said, in my experience its been that governments around the world are moving much more divisively to crack down on new Digital Media voices and doing it in ways that are clever and hard for younger media voices to get around. We are seeing not just in russia and china but also in egypt, turkey, in vietnam, and so while i think the digital platform initially offered, you know, potentially dye stabilize, we are finding, is that right now now atrocascy is winning to resist the laws. You raised a very good fear. We dont know what the longterm trend will be. The chinese are doing a very good job at it so far. I totally agree with you in terms of how the situation looks today. Thats one of the reasons why we have this project with anna and the first thing we are addressing is free speech online. A question from a former colleague of yours, New York Times in madrid. He snuck into the room. I did. I followed edward for the New York Times and i got in a little bit late and i might have missed the optimistic part of your speech but [laughter] what about old time former journalists like us, foreign journalists who want to practice our trade and according to young lady who just spoke doesnt look too optimistic . Yeah, everything that ive said about students and their interest in Public Diplomacy applies to journal i. Even more and before going to fletcheri thought at Colombia School its been harder and harder to track Good Students because they are fearful, makes sense, even though people may have that calling. Its a real issue. I mean, its a real concern. The New York Times, keeps selling buildings and properties as they keep trying to find a formula to be able to keep it going and the same thing goes with newspapers across the country. The Washington Post brought very deep pockets, jeff bezos, which is great, but the post has taken off online which is wonderful. Its taken off online in terms of monthly visitors but not actually income. No news gaterring organization, none, news gathering, i dont mean people who do just commentary or buzz feeds in the world, none of them make enough money, no where in the room do they make enough money online to support the news room, that is to go out and actually cover the news. Locally same thing. Pbs is struggling, theyre not making online either. And so, you know, what do you do how do you do it if people dont pay for it and you cant have an advertising model for it. We dont have an answer yet. We have to have it and youre right that the quality stuff in social media is ify at best. We all know how bad that is. Thats different from saying, that that it doesnt exist. I mean, you know, its still the reality whether we like it or not, everything that you were complaining about is absolutely right but what do we do . We stroant the answer to that yet. Will it be public media . Somebody from cpb was going to come out, great. Gary from sesame street, we should go international. We should lets start a project, a little gorilla project and they dont care what npr is doing for somebody in turkey. They want to know what are you doing for my listeners in topeka, and makes sense. Adam understands how this works, you know, tv and radio and audience from the business side. And so if people are not turning to voa and youre producing all of this great information for npr and pbs, should we be distributing internationally . That was behind the attempt, i even talked to bbc. Yeah, a lot of smart people want to do it, but to say you should do it and make it happen are two Different Things. Thats a perfect segue for the longtime worldwide. [laughter] edward, you and i just missed each other at npr and im a former colleague and friend of john felton who you worked with and many of us worked with. Teaching with me in this course i know. Im about to go to a con ert with him next week and im also the former npr berlin. Yeah. This wasnt going to be my question at all until you marched in and talked about going worldwide. Year. Youre absolutely correct. It was fighting an uphill battle at npr, they do still own a Radio Station in berlin, which is im pleased to say a tremendous success. Yes. Because it mixes both npr programs and it mixes locally produced material in a market you english is i dont know if youve ever been there, english and german are about the same thing in berlin and english is sort of winning. And its a tremendous success. Every new crew, we dont want to pay, it used to be my great fear that that one day in a budget meeting they would just go quarter Million Dollars a year for berlin, thats the end of that and it would be over because nobody cared what was going on at berlin and if you saw it, there may very well be a model for what happens in berlin. We use today get requests from all over the world to say, could we have an npr berlin in hong kong, could we have one in cairo. And, of course, it was like pulling teeth just the keep the one in berlin alive and there was nothing i could do about it. Yeah. Theres nothing anybody subsequent to me has done about it either. But i put it out there, i think you had an excellent idea, maybe theres ways around this but and i would also say that local funding has taken over in berlin and now i dont think npr can pull the plug based on money alone. Thats great. I dont think so. Really good strong support, but my question was more in the course of my work, i was frequently in missions in embassies and consulates abroad and working with the pao staff and i just found tremendous number of dedicated people who were really good at their jobs, they knew the local setting, the local media so well and i was wondering because i dont know much about tbraj wait study in Public Diplomacy, but would there be possibilities for your students, for the au students, usc to take some foreign study opportunity and go work in some of these, you know, really get down on the ground and work at some of these posts, bring some of the ideas theyve learned from study and then bring it to see what really happens on the ground . What you may not know they were negotiating i dont know where it stands today, to be carried on i think it was gm automobiles [inaudible] to go international with it. Didnt happen. Theres a direct satellite over asia, middle east and europe. [inaudible] the bbc is pulling back from around the world, you know, every year they keep retrenching, its by far the most International Source out there but it would make perfect sense that at a time when the Chinese International broadcast effort is expanding, the russians expanding, the venezuelans were, well, not now, throughout latin america, you know, in spanish, not in persian. And on and on on and on. Its great content and shows who we are as people both npr and pbs, you know, its there should we not make better use of it. But also the congressional restrictions, its a big thing but part of this project that im working on will address that question, i hope that we can break some grounds. Hi, joan mower. I also teach the course at hopkins and i will echo everybody else, if you would like to have some of my students, im really overworked this year. Theres so many people in that class. [laughter] its constantly like that. So, in fact, theyve asked me if i will do it all year long, i said absolutely not. Theres too many students in the class. Maybe something about being in washington. They all think theyre going to get jobs and frankly, they all do get jobs. The question is what are you doing with the broadcasting board in terms of your overall broadcasting project, have you been to the broadcasting board . Are you talking with us, are you involving us, we have all the research, blah, blah . My second question your comment that the military was taking over Public Diplomacy i didnt say it quite that way. The military has a ton of money. I agree, im sorry, i hope i didnt suggest the military is taking over Public Diplomacy that the military is terrifically active in whats happening in the online world and in that because they do have more money. That state Department Engagement center, 15 milliondollar budget. They had to bring somebody from the navy seals. They keep reinventing themselves but their new reinvention is with a navy seal veteran thats coming from the military side, more active on that. Let me say something, let me play the reverse devils advocate. I come from out of the journalism world, i never took a journalism course of my life. The only the closest journalism course was at fletcher. It was the Media Coverage of the vietnam war. That wasnt journalism skills course. It was about media. And thats where i got the bug and started working part time to boston globe and things like that and went from there. But i never took a skills course in journalism. Taught in colombia for three or four years but i wond e if the teaching of Public Diplomacy is like teaching diplomacy in that i think its good that we all do it, believe me, im playing devils advocate. Thats not the point. I promise you. But i wonder if if we are not better coming at it through all the Different Things that make up Public Diplomacy as oppose to teaching the practice. Here i am, i teach skills courses at fletcher, i think we should do more of them. I just throw that out to play devils advocate as you had wanted to do. The bbg question, we will, the guys im working with, guys like that hes no longer at bbc. I know, we are just starting. We are just in the planning phase and, of course, theres no way we could do this without including the bbg and we will go to bbg without a doubt. Im tom tuck, former intelligence officer. You caused a lot of uproar, i want you to know that. [laughter] when ed founded the center, it was part of his realization at the time, Public Diplomacy had become a vital element of public relations. He found before he became a dean that there were not enough trained people in the field to really conduct Public Diplomacy and therefore it was part of his effort to really create Public Diplomacy as a major element within Foreign Policy conduct of Foreign Policy that he wanted to have graduate Students Learning and getting information about Public Diplomacy so that they could be active in the Foreign Service in that field and that worked. I mean, after fletcher was the first one, georgetown university, the usc center and other institutions also became active in that field. I submit that fletcher is the first school to do this and do it so well in the creation of specialists in the field that this should not be stopped. Yeah. And it should be continued as you concentrate on economic, Security Studies and therefore Public Diplomacy should remain a major element in the teaching at fletcher. With we agree with you. I think i can say that on behalf of the dean and academic dean and everybody, im trying to tell you what our experience has been the school in terms of student and instead of doing practitioner course but all the course that is feed into what they think feeds diplomacy option. I think that would be sad. But the regular diplomacy course does bring that stuff and things, so it habit gone away, not even that. But the practitioner stuff, i agree with you, i think we need that, im trying to tell you what our experience has been and how we have found that a different approach to to all that goes in the Public Diplomacy seems to be more on demand among our students. Pardon me . [inaudible] i dont know how what the numbers were over the course of the years, im sorry, i dont know. Thats actually a good question. I should know better if i came to talk about that but i dont know. We always promise to have you out in time to make this a lunch hour so we have time for one last question and its going to be somebody who you follow but you are meeting for the first time, john brown. Thank you, adam, pleasure to meet you. My pleasure, thank you. I just have compiled diplomacy blog review and one of the things that strikes me every day when i compile this is how Public Diplomacy overseas has become a very important activity and academic discipline, you name the country, korea, china, india, israel and theres a bit of irony in this because your point may be well taken that in some ways Public Diplomacy is getting off the radar and the United States has been replaced by power and so forth, my point being in terms of getting students to study Public Diplomacy, certainly theres enormous demand overseas of for people who want to study Public Diplomacy and the American Experience in it, so, in fact, i would argue and adam maybe not disagree with me that one of the reason that is you put it usc center of Public Diplomacy as you put it number one is because theyve manage today attract so many foreign students interested in Public Diplomacy. That was a secret. [laughter] i think what you say about the International Thing is very, very true, one of the reasons if we do the the big International Broadcast strategy thing is it might lead to courses designed for International Audience not just what the United States does but what other countries should be doing. I found interest in other governments on just that and youre right that theres tremendous interest around the world and the concept of Public Diplomacy. Some of that i suspect comes from selfpower or smart power, whatever you want to call it. Call it what you will, it is Public Diplomacy. Well, thank you for your kind words about usc which we were not expecting. [laughter] thanks our host and join me in thanking our speaker. Our next Program Monday september 12th at 12 00 noon. Until then we are adjourn. [inaudible conversations] the cspan radio app makes it easy to continue to follow the 2016 election wherever you are