Competing aggressively with the United States for the “hearts and minds” of people around the world, many state and non-state actors are funneling significant resources into their public diplomacy strategies. The Chinese government announced in 2009 that it would spend almost $7 billion on a “global media drive” to improve its image. The Russian government allocated $1.4 billion for international propaganda in 2010. Meanwhile, in the U.S., a confluence of issues, tightening budgets, and changing foreign policy directions compound the challenges that Americans face. The purpose and priorities for U.S. public diplomacy are being pulled in many directions. The result of this misalignment is that today, more people around the world believe the global balance of power is shifting away from the United States.
To reverse America's declining image abroad, both public diplomacyand related international broadcasting agencies need a clear chainof command as well as adequate personnel and financial resources.
To address the Abu Ghraib incidents, the Administration should put military public affairs officers fully in the command loop in Iraq and show the world how the rule of law applies to U.S. armed forces. Additionally, it should develop a military–civilian public diplomacy strategy and strengthen public diplomacy leadership at the U.S. Department of State.
September 11, 2001, may have been a wake-up call to reform America's outdated intelligence bureaucracies and fight a global war on terrorism, but in some corners of the government, the war of ideas has been a lesser priority. While overseas opinion polls show mostly negative views of the United States, the communications machinery at the Department of State remains in disarray, interagency coordination remains minimal, and America's foreign communications effort lacks focus.