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The Layalina Review

VOL. V NO. 4, January 30-February 12, 2009

State Department Classifieds: Next Under Secretary

The silence of President Barack Obama regarding the next Under Secretary of State for Public Diplomacy is puzzling, although many expect it to be Judith McHale, according to the blog Eureka Déjà vu. The author recognizes that traditionally "the better leaders of US public diplomacy were people who were either very close to the President or were strong journalists with a fundamental understanding of the ethics and art of communication."

Citing Edward Murrow as an example, the author hails Murrow as the father of both US public diplomacy for his work directing the US Information Agency under President Kennedy and modern US journalism for his World War II reporting.

The possible appointment of Judith McHale is generating both negative and positive reactions. Her opponents consider her to be too much of a media executive rather than a journalist, while on the other end of the spectrum her supporters believe she is a savvy media corporate leader with good connections.

The blog points out that McHale does not fit the Murrow model and offers alternative choices by promoting Bill Moyers, a veteran journalist with unquestionable "democratic credentials," and Lawrence Pintak, a professor of journalism at the American University in Cairo and former correspondent for the Middle East.

Matt Armstrong points out on his blog Mountain Runner that public diplomacy is about engaging global audiences irrespective of geography. In order to effectively promote public diplomacy, the Under Secretary "must be the leader of the government's 'influence enterprise' and must work closely with the Secretary of State to restructure and refocus the State Department to educate, empower, equip and encourage the abilities of what amounts to a 'Department of Non-State' within the Department of State."

According to Armstrong, the State Department must also adapt to modern challenges while being able to interface with everyone, from heads of state to citizens. The Under Secretary must be an able manager who can fix public diplomacy and convince Congress to empower State through increased funding, including diverting Defense Department funding to the State Department, argues Armstrong.

"We need an Under Secretary for Public Diplomacy and Public Affairs who is a leader, manager and facilitator that can hit the ground running with the full support of the President and the Secretary of State," he continues.

Marc Lynch concurs on his blog for Foreign Policy Magazine that the position should go to someone with experience in and a vision for public diplomacy, and who will be in a position to effectively integrate public diplomacy concerns into the policy-making process.

Considering Judith McHale to be an inadequate choice because of her lack of experience in public diplomacy, Lynch argues that the results could be similar to those yielded during the tenure of Under Secretary of State for Public Diplomacy Charlotte Beers. Beers focused on "'branding' America through television advertising showing happy Muslim-Americans, and [it] is generally considered to be an utter failure," comments Lynch.

Criticizing the growing influence of the military in public diplomacy and the underfunding of the State Department, Lynch asserts that whoever is appointed needs to be in a position to quickly reestablish inter-agency balance.