WILLIAM A.HUGH Retired Foreign Service Officer

"What is the future of public diplomacy in the digital age? Ambassador Rugh s field guide to American public diplomacy validates the first principle of success: personal contact. The shortsightedness of American engagement abroad is echoed by the contributors call for additional resources when the trend over four decades is the opposite. The book is not only a chronicle of how public diplomacy is conducted abroad, but also serves as a cry to restore America s public engagement to a level commensurate with our national interests." - Barry Fulton, Vice Chair, InterMedia Board of Directors, and former USIA Associate Director "Finally, Ambassador William A. Rugh's wonderfully readable, jargon free, eyewitness accounts of what public diplomacy is, how it works and doesn't work, and why the United States desperately needs it, at this moment, is available.You'll never again ask, Why do "they" hate us. " - Bruce S. Gelb, Former Ambassador and Former Director U.S.I.A. "If there were ever a man qualified to assemble thoughtful essays on the difficult-to-define topic of public diplomacy, it is William A. Rugh, with whom I worked for years. In the Reagan administration, this subject was totally misconstrued, but Rugh has set the record straight in an enormously readable collection of the thoughts of the knowledgeable." - Henry E. Catto, Former Ambassador and Former Director of the United States Information Agency

• PART I: PUBLIC DIPLOMACY IN EUROPE AND SOUTHWEST ASIA Ameliorating Strained Relations: Public Diplomacy in Serbia; L.Bajzer Revitalizing Relations with Turkey; N.E.Farina Iran and the United Kingdom: A Study in Contrasts; S.M.Riley Afghanistan and Pakistan: Public Diplomacy during Conflict and Instability; R.E.Smith PART II: PUBLIC DIPLOMACY IN AFRICA Kenya's 'Native Son' and Enduring Local Issues; M.Ntiru Sierra Leone: Public Diplomacy Unwired; T.N.Elisa PART III: PUBLIC DIPLOMACY IN ASIA South Korea: The Staying Power of Personal Contact in Public Diplomacy; Y.Huh Economic Issues and Anti-Americanism in Japan; Y.Ogawa U.S. Public Diplomacy and Stationed U.S. Forces in Japan; T.Niho PART IV: NEW MEDIA OR OLD? U.S. Public Diplomacy 2.0: Beyond Catch-up; T.Yamamoto New Media or 'the Last Three Feet' in Africa?; R.O.Okunubi New Media or Old in Egypt and South Korea?; J.Rahaghi Finding the Right Media Formula from the Soviet Union to Russia; E.S.Crane PART V: NEW THINKING ABOUT PUBLIC DIPLOMACY Should Public Diplomacy be Privatized?; N.G.Kravec Do Peace Corps Volunteers do Public Diplomacy?; M.Madeley Conclusion: Field Experiences and Best Practices; W.A.Rugh

WILLIAM A.HUGH Retired Foreign Service Officer

"What is the future of public diplomacy in the digital age? Ambassador Rugh s field guide to American public diplomacy validates the first principle of success: personal contact. The shortsightedness of American engagement abroad is echoed by the contributors call for additional resources when the trend over four decades is the opposite. The book is not only a chronicle of how public diplomacy is conducted abroad, but also serves as a cry to restore America s public engagement to a level commensurate with our national interests." - Barry Fulton, Vice Chair, InterMedia Board of Directors, and former USIA Associate Director "Finally, Ambassador William A. Rugh's wonderfully readable, jargon free, eyewitness accounts of what public diplomacy is, how it works and doesn't work, and why the United States desperately needs it, at this moment, is available.You'll never again ask, Why do "they" hate us. " - Bruce S. Gelb, Former Ambassador and Former Director U.S.I.A. "If there were ever a man qualified to assemble thoughtful essays on the difficult-to-define topic of public diplomacy, it is William A. Rugh, with whom I worked for years. In the Reagan administration, this subject was totally misconstrued, but Rugh has set the record straight in an enormously readable collection of the thoughts of the knowledgeable." - Henry E. Catto, Former Ambassador and Former Director of the United States Information Agency

• PART I: PUBLIC DIPLOMACY IN EUROPE AND SOUTHWEST ASIA Ameliorating Strained Relations: Public Diplomacy in Serbia; L.Bajzer Revitalizing Relations with Turkey; N.E.Farina Iran and the United Kingdom: A Study in Contrasts; S.M.Riley Afghanistan and Pakistan: Public Diplomacy during Conflict and Instability; R.E.Smith PART II: PUBLIC DIPLOMACY IN AFRICA Kenya's 'Native Son' and Enduring Local Issues; M.Ntiru Sierra Leone: Public Diplomacy Unwired; T.N.Elisa PART III: PUBLIC DIPLOMACY IN ASIA South Korea: The Staying Power of Personal Contact in Public Diplomacy; Y.Huh Economic Issues and Anti-Americanism in Japan; Y.Ogawa U.S. Public Diplomacy and Stationed U.S. Forces in Japan; T.Niho PART IV: NEW MEDIA OR OLD? U.S. Public Diplomacy 2.0: Beyond Catch-up; T.Yamamoto New Media or 'the Last Three Feet' in Africa?; R.O.Okunubi New Media or Old in Egypt and South Korea?; J.Rahaghi Finding the Right Media Formula from the Soviet Union to Russia; E.S.Crane PART V: NEW THINKING ABOUT PUBLIC DIPLOMACY Should Public Diplomacy be Privatized?; N.G.Kravec Do Peace Corps Volunteers do Public Diplomacy?; M.Madeley Conclusion: Field Experiences and Best Practices; W.A.Rugh

WILLIAM A.HUGH Retired Foreign Service Officer

"What is the future of public diplomacy in the digital age? Ambassador Rugh s field guide to American public diplomacy validates the first principle of success: personal contact. The shortsightedness of American engagement abroad is echoed by the contributors call for additional resources when the trend over four decades is the opposite. The book is not only a chronicle of how public diplomacy is conducted abroad, but also serves as a cry to restore America s public engagement to a level commensurate with our national interests." - Barry Fulton, Vice Chair, InterMedia Board of Directors, and former USIA Associate Director "Finally, Ambassador William A. Rugh's wonderfully readable, jargon free, eyewitness accounts of what public diplomacy is, how it works and doesn't work, and why the United States desperately needs it, at this moment, is available.You'll never again ask, Why do "they" hate us. " - Bruce S. Gelb, Former Ambassador and Former Director U.S.I.A. "If there were ever a man qualified to assemble thoughtful essays on the difficult-to-define topic of public diplomacy, it is William A. Rugh, with whom I worked for years. In the Reagan administration, this subject was totally misconstrued, but Rugh has set the record straight in an enormously readable collection of the thoughts of the knowledgeable." - Henry E. Catto, Former Ambassador and Former Director of the United States Information Agency

• PART I: PUBLIC DIPLOMACY IN EUROPE AND SOUTHWEST ASIA Ameliorating Strained Relations: Public Diplomacy in Serbia; L.Bajzer Revitalizing Relations with Turkey; N.E.Farina Iran and the United Kingdom: A Study in Contrasts; S.M.Riley Afghanistan and Pakistan: Public Diplomacy during Conflict and Instability; R.E.Smith PART II: PUBLIC DIPLOMACY IN AFRICA Kenya's 'Native Son' and Enduring Local Issues; M.Ntiru Sierra Leone: Public Diplomacy Unwired; T.N.Elisa PART III: PUBLIC DIPLOMACY IN ASIA South Korea: The Staying Power of Personal Contact in Public Diplomacy; Y.Huh Economic Issues and Anti-Americanism in Japan; Y.Ogawa U.S. Public Diplomacy and Stationed U.S. Forces in Japan; T.Niho PART IV: NEW MEDIA OR OLD? U.S. Public Diplomacy 2.0: Beyond Catch-up; T.Yamamoto New Media or 'the Last Three Feet' in Africa?; R.O.Okunubi New Media or Old in Egypt and South Korea?; J.Rahaghi Finding the Right Media Formula from the Soviet Union to Russia; E.S.Crane PART V: NEW THINKING ABOUT PUBLIC DIPLOMACY Should Public Diplomacy be Privatized?; N.G.Kravec Do Peace Corps Volunteers do Public Diplomacy?; M.Madeley Conclusion: Field Experiences and Best Practices; W.A.Rugh