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Extra info for Battles to Bridges: U.S. Strategic Communication and Public Diplomacy after 9/11
The campaign drew from extensive research, including focus groups used to identify thematic messages. The campaign sought to overcome the “credibility hurdle” by using Americans of Arab origin to deliver the message. The materials and ads were welldesigned, professionally produced, and field-tested. Finally, the initiatives aggressively exploited new communication technologies, particularly the Internet. The initiatives also relied on mass media channels. Funding for radio and television ventures comprised the majority of the public diplomacy budget.
Economically, anti-Americanism diminished the appeal of American brands, products, and services. Given these far-reaching repercussions, it is understandable why officials and analysts were so intent on improving America’s image and edging America’s favorability ratings up. S. public diplomacy had a much more complex communication problem that went well beyond just a narrow focus on its own image. Trends that surfaced soon after 9/11 were more readily evident in later years. ” – focuses only on one side of the communication equation.
54 MEPI worked closely with Arab governments, academic institutions, the private sector, and nongovernmental institutions and developed several grassroot pilot programs in education, political and economic reform, and women’s empowerment. USAID also increased its activities focused on media development, including technical and journalism training, and fostering the reform of media laws and regulations. USAID also launched an online initiative “Telling Our Stories,” to help promote public awareness for USAID projects by posting stories submitted by people who have been involved in or who have benefited from USAID projects.