Hughes made the fundamental mistake of believing that she could sell America on the basis of empty slogans that flew in the face of the reality of the unnecessary, disastrous Iraq War, the ongoing use of torture, the public display of despicable behavior at Abu Ghraib, the ignoring of the Geneva conventions, holding hundreds of uncharged prisoners for years at Guantanamo, kidnapping suspects to countries like Syria where they could be tortured for months before determining whether they are guilty – or even whether they were who the U.S. thought they were; hiring mercenaries to shoot innocent civilians in Iraq with complete immunity; our blind support of Israel’s disastrous attack on Lebanon; and ad infinitum. The U.S. has not been an easy sell since 2003 and the international support and goodwill that flowed to the U.S. after 9/11 has been totally lost.

While it is clear that the U.S. deserves credit for much of its foreign aid programs it is equally clear that the country will not get that credit as long as it sullies itself by wallowing in the muck of the current administration’s fear-driven foreign policy. Responsible Republicans like Richard Lugar and Chuck Hagel understand this – very few other Republican politicians do, including the current group campaigning for president (other than splinter candidate Ron Paul). The current weakness of the United States allows Bush soul mate Vladimir Putin to run roughshod over civil liberties and human rights with no credible response available to the U.S. It allows terrorist organizations to promote support by pointing at the behavior of the U.S. It allows Hamas to win democratic elections by providing social, educational and health support to Palestinians while the U.S. continues to arm Israel.

The “moral edge” that the U.S. historically deserved is gone; for any public diplomacy program to succeed the country needs to regain that edge and that does not seem to be possible in the immediate or foreseeable future.

Ice skater Michelle Kwan was the first of Secretary Rice’s athlete-ambassadors for public diplomacy and has now been followed by baseball Hall of Famer Cal Ripken, Jr.  Radio Farda continues its tragically misguided pop music broadcasts into Iran eschewing the hard news and analysis formerly broadcast by its predecessor, Radio Azadi.   The assumption seems to be that the attention span and interests of the reform-minded elites in countries like Iran and China are similar to the interests and tastes of the urban American teenager.

Selling America to the world is a near impossible task in the current environment. The Iraq invasion is a huge part of the problem, but torture as an intelligence tool, the Abu Ghraib scandal,  support of Israel during its disastrous bombing of Lebanon, ignoring the threat of global warming, walking away from multilateral treaties, trashing the UN, snatching people off the streets of some of our European allies for CIA-supported torture in foreign countries – the list is seemingly endless.

Making a silk purse of mutual international understanding and support out of the sow’s ear of the Bush foreign policy is a task way beyond world champion figure skaters and iron man baseball players.

In an incredibly naïve strategy to build credibility among potential viewers the station has – on several occasions – broadcast speeches, rants, and statements from leaders of Hezbollah and Hamas, many of which have been rabidly anti-American and all intended to present reality through the prism of terrorist rationales.

Al Hurra has been a disaster since its inception and bringing in Larry Register last fall from – of all places, CNN - to run the operation has proven to be a major mistake. CNN is – like most of the major broadcast news media – committed to pretending to be objective by giving time to even the most ridiculous points of view on major issues.  It fills time and God knows we would not want a news organization to accept facts as they are and simply report them. So we have endless programs with all sorts of weird views presented because – well, someone believes them and we need to give them a chance to peddle their snake oil.

Apparently Register thought it important to provide a soapbox for some of the most destructive characters in the Middle East as proof of our “objectivity”.  This is reminiscent of the decision VOA made after the attacks of 9/11 to broadcast – in its entirely and without challenge - a mind-bending speech by Mullah Omar, the head of the Taliban.

Should American international broadcasting ignore the statements of leaders of groups like Hezbollah, Hamas and the Taliban? Of course not, but the way to do that is to invite them on to either be interviewed by a tough, knowledgeable interviewer or invite them to participate in a round table with a variety of points of view represented. They would in all likelihood decline the invitation but then that refusal can be reported.

Finally, for those moderate voices in the Arab world – those seeking peaceful change in the region – the broadcast of unchallenged speeches from leaders of terrorist groups for them simply destroys the credibility that Al Hurra needs to be effective. Imagine Radio Liberty broadcasting Stalin’s speeches during the Cold War. Their audience would no longer trust them and no longer listen to them.

The Arab world’s moderates and reformers are the ones that we most need to support and Al Hurra, if managed well, could provide some of that support by broadcasting honest news without pandering to the fringe elements. The expected resignation of Larry Register in the next week or so is a good first step.

The United States has been funding efforts to support a movement toward democratization in Iran for many years. Radio Azadi was started by Radio Free Europe in that late 90s and it became a successful broadcaster of solid news, analysis and culture into Iran with a significant audience among the elites in the reform movement. This effort was emasculated shortly after the Bush election when it was changed to Radio Farda, and turned into a broadcaster of American rock and roll. This was representative of the dumbing down of American culture and was based on the belief that a larger audience of teenagers listening to music was somehow more important than an audience of mature members of the reform movement listening to serious and credible news.

Add to that the recent report that the U.S. has committed $75 million to promote democracy in Iran and that Secretary Rice has announced this to some fanfare in the U.S. and considerable angst in Iran. The problem is not that the money is being spent – it is that Ms. Rice was not smart enough to understand that by announcing it – in the context of Bush’s “axis of evil” and “regime change” blathering - she would put all possible recipients of support from the U.S. in jeopardy. It is the kind of program that you play close to the chest with the hope that your support can facilitate reformers in their pro-democracy efforts. Rice’s play for publicity has had the opposite effect with Iranian intellectuals, writers, journalists, human rights activists, etc. in increased jeopardy.

According to a Washington Post piece on April 28:

“…The money is a persistent focus during interrogations, say Iranians who have been questioned or detained. “If you look at the crackdown on non-government organizations and human rights defenders over the past six months, one common facet is that they were all suspected of receiving foreign funds,” said Zahir Janmohamed, Amnesty International USA’s advocacy director for the Middle East. “It’s not just the funding but the rhetoric around the funding about ‘regime change’ and the ‘axis of evil.’ ”

The National Iranian American Council said it had warned the State Department “that the mere idea of sending money with this language would make the work of pro-democracy activists in Iran all the more difficult. It has turned out to be worse than what many people feared. The mere fact that the United States has been talking about using NGOs has made Iran’s thriving civil society a main suspect of trying to do change inside Iran,” said the council president, Trita Parsi….”

Throughout the Cold War America’s Radio Liberty served as a surrogate Russian radio station, providing news, analysis and cultural programs that - for over forty years - made Radio Liberty the most responsible source available in Russia for both domestic and international news. The Russian Service of Radio Free Europe/Radio Liberty (RFE/RL) suffered a serious blow in 1993 when freshman senator Russell Feingold made a strong effort to close the radios because “the Cold War was over”. Feingold lacked any real understanding of international broadcasting and the role it has always played as a tool of foreign policy and a mode of public diplomacy and so the Radios survived in a much-diminished status with a budget reduced by 70% and the Russian broadcast service took much of the hit.

Well yes, the cold War is over but what do we have in its place? A Russia in which journalists critical of the government are routinely murdered, a TV and radio scene in which all the important networks are state-run, and a population more interested in consumer goods than civil liberties.

Over the weekend it was reported that state-run radio in Russia has been handed a new set of rules – 50% of news about Russia must be “positive”, there is to be absolutely no mention of opponents to the government by name, and the United States is to be labeled the “enemy”. So we are back to the 70’s and early 80’s with no more “Glasnost” and a powerful former KGB director as president – with the possibility on the horizon of a change in Russian laws that would provide the opportunity for President Putin to continue in office beyond his term.

It is well past time for a renewal of our commitment to an active public diplomacy that includes provision of serious news and analysis to those citizens of Russia (and other countries) that hunger for the truth. Feingold never understood the importance of that effort and did serious damage to our public diplomacy effort.

This is not to suggest his innocence – rather it is to recognize that the use of torture has reduced the credibility of almost any results coming out of the process. In today’s online Slate Magazine, Anne Applebaum cites major European newspapers’ skepticism over the confessions and indeed, the lack of exultation in the U.S. press is likely due to similar concerns. The use of torture appeals mostly to thugs and bullies who recognize power but not its limits. And, in the case of the current clowns screwing around with America’s reputation, they fail also to recognize the consequences of ignoring basic legal and human rights. In a sense everything the administration is doing in its war on terrorism can be viewed partially through the prism of public diplomacy. And the view that the rest of the world has of a country that tortures its prisoners is decidedly negative.

Looking at his background and some recent writings Gedmin appears to be a strong choice for what is a challenging position. His work is cut out for him. Radio Liberty’s Russian Broadcast Service has had some difficulties with President Putin’s government and to his credit Gedmin has been critical of the undemocratic (and worse) directions that Putin has taken Russia. In so doing he has taken a stronger stance for freedom and democracy in Russia than the U.S. government. Also, the Radio’s successful Persian Service was turned into a shadow of itself a few years ago when the Board of Broadcast Governors forced it to join with VOA’s service and to move from providing substantive news, analysis and culture aimed at Iran’s influential elites to a popular music format aimed at people with little influence and perhaps even interest in the issues of freedom and democracy within Iran. Given the current state of Iran-U.S. relations this is an issue that Gedmin might usefully put at the top of his “to do” list.

So the American media hype over Michelle Kwan going to China as a public diplomacy ambassador has to be viewed as what it appears to be: American public diplomacy directed toward America. Ms. Kwan is, by all reports, a delightful, smart young woman. But what does it do in the grand scheme of things to send a champion ice skater to China to fly our flag? Are we saying that in America a woman of Chinese descent can become a champion? Soon enough the Chinese will produce their own. What this story does is make us feel good about ourselves.

Recognizing the difficulty in mounting an effective public diplomacy program during a period of seriously flawed foreign policy, it is nonetheless past time for the U.S. to develop a coherent, substantive long-term program aimed at improving understanding of the positive parts of American life, including our tolerance for other cultures. Sending world class athletes abroad is not bad, it is simply too meager.

However, early in this decade the Broadcasting Board of Governors were sold on the concept of building an audience of the young by providing a kind of “radio lite”: rock and roll music and brief, light news updates. A serious discussion of the weakness of this approach has recently begun in Washington.

Former CIA Director James Woolsey testified on the Iran broadcasts to the House Committee for Foreign Affairs on January 11, that: “We should … engage in ways similar to those techniques we used in the 1980’s to engage with the Polish people and Solidarity — by communicating directly, now via the Web and modern communications technology, with Iranian student groups, labor unions, and other potential sources of resistance. … We should abandon the approaches of Radio Farda and the Farsi Service of VOA and return to the approach that served us so well in the Cold War. Ion Pacepa, the most senior Soviet Bloc intelligence officer to defect during the Cold War (when he was Acting Director of Romanian Intelligence) recently wrote that two missiles brought down the Soviet Union: Radio Free Europe and Radio Liberty. Our current broadcasting does not inform Iranians about what is happening in Iran, as RFE and RL did about matters in the Bloc.”

Earlier, Enders Wimbush, a former Director of Radio Liberty published a lengthy article on the need to change the current approach in the December 18 issue of the Weekly Standard; a follow-up discussion by Edward Kaufman, a member of the Board and Wimbush followed in the January 15 issue of the Weekly Standard. Both are worth reading for insight into the issue