**GAO-04-435T**                      Published: Feb 10, 2004. Publicly Released: Feb 10, 2004.                  

-   
-   
-   
-   

    Jump To:  
-  Elder Abuse 
-  Services for Older Adults 
-  State and Local-Level Drivers and Trends 
-  State and Local Fiscal Projections 
-  Federal Borrowing 
-  Managing the Debt 
-  Summary of Funding Provisions 
-  Auditing the Government's Books 
-  Unpacking the Financial Report 
-  Highlights 
-  Recommendations 
-  Background 
-  About This Work 
-  About This Work 
-  Trends 
-  About the Center 
-  Why It's High Risk 
-  What Remains To Be Done 
-  Key Reports 
-  Newest COVID-Related Reports 
-  AI Use Cases 
-  Flood Insurance 
-  Past Pandemic-Related Reports 
-  CARES Act Oversight Reports 
-  All COVID-19 Reports 
-  Report Suspected Fraud 
-  Subjects 
-  How to Get Notified 
-  Past Reports 
-  Public Health Threats 
-  Explore the FY 2022 and 2023 Funds 
-  Status of FY22 Projects 
-  Lessons Learned 
-  Agency Reports 
-  Recent Reports 
-  Recommendations 
-  Supplemental Material 
-  Full Report 
-  Additional Data 
-  View Decision 
-  Downloads 
-  Previously Identified Actions 
-  Related Pages 
-  Associated Agencies 
-  Tough Choices and Opportunities Ahead 
-  Americas Fiscal Future Key Areas 
-  Retirement Security Key Areas 
-  Current List 
-  About The High Risk List 
-  Area Ratings 
-  Previous High Risk Products 
-  Search Federal Vacancies 
-  Past Federal Vacancies 
-  Violation Letters 
-  About the Yellow Book 
-  Advisory Council 
-  Related Resources 
-  Comment Letters 
-  Related Publications 
-  Contacts and Resources 
-  Major Issues Facing the Nation 
-  Meeting Strategic Challenges 
-  Additional Resources 
-  Resources 
-  GAO Contacts 
-  Mission Teams 
-  Operations and Staff Offices  
-  Organization Chart  
-  Why a Career at GAO? 
-  Am I Qualified? 
-  Company Culture 
-  Reasonable Accommodations 
-  Video Gallery 
-  Paid Internships 
-  Student Volunteers 
-  Professional Development Program 
-  Advancement 
-  Executive Candidate Program 
-  Summer Associates 
-  Externships 
-  Benefits 
-  Contacts 

Skip to Highlights

## Highlights

The terrorist attacks of September 11, 2001, were a dramatic reminder of the importance of our need to cultivate a better public opinion of the United States abroad. Yet recent opinion research indicates that foreign publics, especially in countries with large Muslim populations, view the United States unfavorably. GAO issued two studies in 2003 that examined changes in U.S. public diplomacy resources and programs since September 11 within the State Department (State) and the Broadcasting Board of Governors (BBG); the U.S. government's strategies for its public diplomacy programs and how it measures their effectiveness; and the challenges that remain in executing U.S. public diplomacy efforts. Although the studies did not focus exclusively on the Middle East, they identified systemic problems that would apply to public diplomacy activities there.

Since September 11, State has expanded its public diplomacy efforts in Muslim-majority countries considered to be of strategic importance in the war on terrorism. It significantly increased resources in South Asia and the Near East and launched new initiatives targeting broader, younger audiences--particularly in predominantly Muslim countries. Also since September 11, the BBG has initiated several new programs focused on attracting larger audiences in priority markets, including Radio Sawa and Arabic language television in the Middle East, the Afghanistan Radio Network, and Radio Farda in Iran. State and BBG have increased their efforts to support the war on terrorism. However, State does not have a strategy that integrates all of its diverse public diplomacy activities and directs them toward common objectives. In addition, we found that while the BBG did have a strategic plan, the plan lacked a long-term strategic goal or related program objective to gauge the Board's success in increasing audience size, the key focus of its plan. Furthermore, there is no interagency strategy to guide State's, BBG's, and all federal agencies' communication efforts and thus ensure consistent messages to overseas audiences. In addition to strategy deficiencies, we found that State and the BBG were not systematically and comprehensively measuring progress toward the goals of reaching broader audiences and increasing publics' understanding about the United States. In addition to weaknesses in planning and performance measurement, State and BBG face several internal challenges in carrying out their programs. Challenges at State include insufficient public diplomacy resources and a lack of officers with foreign language proficiency. The BBG also faces a number of media market, organizational, and resource challenges that may hamper its efforts to generate large audiences in priority markets.

## Full Report

Highlights

Full Report (19 pages)

Accessible Text 

## Office of Public Affairs

### Media Inquiries

Sarah Kaczmarek
kaczmareks@gao.gov

(202) 512-4800

### Public Inquiries

Public Affairs
PublicAffairs@gao.gov

(202) 512-4800

## Topics

International Affairs

CounterterrorismForeign languagesForeign policiesInteragency relationsInternational relationsPerformance measuresPublic diplomacyRadio broadcastingStrategic planningTelevision broadcastingMuslim countries