Strategic Goal 11: Public Diplomacy and Public Affairs - Public Benefit, Selected Performance Trends, and Strategic Context

FY 2003 Performance and Accountability Report
Bureau of Resource Management
December 2003

I. Public Benefit


"As we work to end the scourge of terrorism, let us also work to increase peace, prosperity and democracy. We can do this through international programs that promote the exchange of ideas and the sharing of experiences. These programs give us insight into other languages and cultures and in the process build long lasting relationships among peoples based on mutual understanding, respect and trust."

Secretary of State Colin L. Powell


The exchange of information, persons, and ideas is fundamental to the security of the United States. Public Diplomacy and public affairs functions are premised on the knowledge that public opinion affects official decision-making almost everywhere in the world today.

Public diplomacy activities promote better appreciation of the United States abroad and greater receptivity for U.S. policies among foreign publics. Anti-American sentiment must be countered to win the War on Terrorism, achieve greater international stability, and dispel worldwide uncertainty. In the struggle of ideas, public diplomacy is a critical component. It provides a rapid and flexible capability for U.S. diplomacy abroad directed at improving understanding of and support for U.S. policy, encouraging and empowering moderates, and discouraging indoctrination in extremism. Used over the long term, public diplomacy programs build and maintain a foundation of positive public opinion that directly supports U.S. approaches to satisfying universal demands for human dignity: the rule of law; limits on the absolute power of the state; free speech; freedom of worship; equal justice; respect for women; religious and ethnic tolerance; and respect for private property. Through public affairs programs, the Department also informs the American people of U.S. foreign policy and initiatives that have a direct impact on their lives. In our democratic society, it is imperative that the public understands the basis of Department policies carried out on their behalf.

Domestic public affairs and international public diplomacy necessarily overlap. In the words of the Administration's National Security Strategy, "Today, the distinction between domestic and foreign affairs is diminishing. In a globalized world, events beyond America's borders have a greater impact inside them. Our society must be open to people, ideas, and goods from across the globe." In the words of the 1961 Fulbright-Hayes Act, educational and cultural exchanges promote "the improvement and strengthening of the international relations of the United States by promoting mutual understanding among the peoples of the world" - including the American people.

II. Selected Performance Trends

Number of Hits on the Department's Domestic Website (Millions/Month)
  Result Target
2001 2002 2003 2003
Website Hits 4.8 4.0 5.0 4.5


Percentage of Foreign Exchange Participants Who Remain in Contact With Their U.S. Hosts 1 Year or Longer After Program
  Result Target
2001 2002 2003 2003
Foreign Exchange Participants 76% 81% 81% 75%


III. Strategic Context

The Public Diplomacy and Public Affairs strategic goal is supported by four performance goals. Shown below are the major initiatives/programs, bureaus and partners that contribute to accomplishment of the strategic goal.

(Components that Contribute to Goal Accomplishment)
Performance Goal
(Short Title)
Initiative/Program Lead Bureau(s) External Partners
International Public Opinion Reaching Out to Allies
and Regional Powers
IIP/PA, Regional Bureaus DoD, Board of Broadcasting Governors, International media organizations, think tanks and polling organizations
Mutual Understanding Educational and Cultural Affairs, Regional Bureaus Educational and Cultural Affairs,
Regional Bureaus
U.S. NGOs, Academia, Private Sector
American Values Respected Abroad Communicate More Effectively With
Global Publics
Educational and Cultural Affairs, Public Affairs, International Information Programs NED, Private Sector, NGOs, think tanks and polling organizations, academia
Domestic Understanding of Foreign Policy Outreach to Expanded
U.S. Audience
Public Affairs Educational institutions, IG organizations, NGOs, and community groups

Historical Research
and Publications

Public Affairs