Strategic Goal 11: Public Diplomacy and Public Affairs - Performance Results for Performance Goal 1

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

VII. Performance Results

PERFORMANCE GOAL 1

Public diplomacy influences global public opinion and decision-making consistent with U.S. national interests

 

I/P #1: REACHING OUT TO ALLIES AND REGIONAL POWERS

Emphasize U.S. interests in global security by reaching out publicly to friends, allies, and regional powers.

INPUT INDICATOR

Indicator #1: Level of International Public Understanding of U.S. Policies

FY Results History 2000 N/A
2001 N/A
2002 N/A
FY 2003
Data
2003 Results

Baseline:

  • Speakers: Sent 846 speakers abroad, of which 168 traveled to the Middle East and South Asia.
  • Digital Video Conferences: The Speakers program was supplemented by 480 digital video and telephone conferences.
  • Publications: Through Embassies worldwide, distributed over 500,000 copies of 16 new publications, approximately half of which dealt with counterterrorism or Iraq.
Target Baseline: Evidence shows that information provided has reached intended users.
Rating On Target
Impact

An FY 2000 survey of American Ambassadors rated the Speakers/Specialist program as one of the four most useful Public Diplomacy programs/products. For instance, as part of the Speakers Program, two examples are notable:

  • Ken Pollack, author of The Threatening Storm: The Case for Invading Iraq, spoke in South Africa. According to Embassy staff, the audience remained anti-war, but acknowledged, after listening to Pollack, that the U.S. had a strong case for going to war.
  • In Kuala Lumpur, during an Iftaar dinner through which invited Malaysian religious leaders and other local dignitaries heard Dr. Osman Bakar, of Georgetown University, assert that America is for Muslims "a second Mecca" - one of only two places in the world where every Muslim sect can live and worship in harmony.

OUTCOME INDICATOR

Indicator #2: Number of Page Views to Department's International Website, Mission Websites and Listservs

FY Results History 2000 N/A
2001 N/A
2002 N/A
FY 2003
Data
2003 Results

Baseline:

  • Daily average of 155,000 USINFO pages read, an increase of approximately 20% over FY 2002.
  • Approximately 10% of users come for reference material on U.S. history, government.
  • The USINFO website was rated by users as "above average" in customer satisfaction, slightly higher than what users give commercial websites.
  • 10,153 subscribers to listservs targeting all of the geographic regions of the world in six languages.
Target A total of 120,000 average daily pages read; 8,000 subscribers to listservs.
Rating Above Target
Impact Approximately 30% of our listserv subscribers are Chinese speaking, half of whom reside in China. This means that through the Internet, we are reaching a large audience with information about the U.S. and our policies, unfiltered by Chinese government censors.

OUTPUT INDICATOR

Indicator #3: The Level of Media Placement in Foreign Markets in Broadcast and Print

FY Results History 2000 N/A
2001 N/A
2002 N/A
FY 2003
Data
2003 Results

Baseline:

  • Placement of Broadcast Media: Two short documentary films aired in 25 countries (Rebuilding Afghanistan & Afghan Spring); 120 special TV productions; 75 Foreign Press Center Briefings; 31 TV Co-ops with foreign broadcasters; 4 co-productions for Russian Public TV, Belarus TV, Georgian TV, and French African TV, 184 TV interviews; and 38 radio interviews. Print Media: 22 FPC briefings, and 87 interviews.
  • Actual op-ed/by-liner placement, by region: Africa-53, East Asia/Pacific-60, Europe-434, Near East-43,
    South Asia-78, Western Hemisphere-238.
Target Evidence shows that information has reached intended user.
Rating On Target
Impact

Overall, the Department has difficulty placing a critical mass of material in Muslim majority media. While the Department does not have systematic evaluations of the impact of its placements, (such as large scale media trends analysis or targeted opinion polling), anecdotal evidence of effectiveness is present. For instance,

  • President Bush's Ramadan greeting, transmitted via the USINFO website on November 5, 2003, was placed widely throughout the Muslim world: Embassy Kuala Lumpur succeeded in placing the message (in English and Malaysian) on Bernama, the national news service, ensuring wide dissemination to all Malaysian media. It enjoyed prominent placement in Malaysia's two celestial papers, the Sun and the Star, with a total readership of over 1.5 million.