V: America's Story
Revitalize "Telling America’s Story" to the World Other Information:
In the wake of September 11, 2001 it appears widely accepted that America is losing the "hearts and minds" war. Congress has
commissioned a study by GAO of the effectiveness of public diplomacy programs to learn what has gone wrong. Whatever the eventual
findings of this study, we know from audience research that U.S. international broadcasting needs to make programs in support
of this part of the mission resonate better with intended audiences.· Be a model of a free press and democracy in action.
Populations in countries having less than free access to information tend to need a great deal of support in building democratic
societies. That also means they have a critical need to know the truth about the U.S., its values, policies, and institutions.
In part, this is because as globalization spreads, decisions taken in America often affect their standard of living and even
their way of life. But in a larger sense, they need a model.· Concentrate on those aspects of America that research tells
us interest individual audiences. First we must understand our audiences – both current and potential audiences – their local
context, values, tastes, issues and needs. What is their specific interest in America and how do we make programs that appeal
to them? Audience research is key.· Present targeted editorials that are relevant to local and regional concerns. Based on
there search, we must select content that is appropriate, relevant, and will connect with our target audiences. Here especially,
one size does not fit all. Audiences just across borders will have widely differing interests and concerns.· Use formats,
presentation techniques, and on-air presence that will appeal to audiences. Editorials, call-in shows, stories of countrymen’s
lives in America, travel and business features, features on problems that audiences face in their internal affairs and how
the U.S. has approached similar ones, and reports on the activities and actions of foreign officials when they visit Washington,
are but a few of the examples.· Maximize interactive use of the Internet with radio and TV as a ready reference source for
presidential speeches and other vital documents. Great innovation and creativity is needed in this area. We must study past
and present successes and be open to using new approaches. Perhaps more than any other element of our programs, explaining
America to the world takes extraordinary skill.
Objective(s):
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