A reprint of the historic report of the Advisory Group on Public Diplomacy for the Arab and Muslim World, this document was submitted to the US Congress in 2003 as a first step toward reforming America's dilapidated strategic communication infrastructure. The bipartisan Advisory Group, chaired by Ambassador Edward P. Djerejian, made a series of recommendations in this report that helped re-shape US public diplomacy.

With clarity and concision, Juan Cole disentangles the key foreign policy issues that America is grappling with today--from our dependence on Middle East petroleum to the promotion of Islamophobia by the American right--and delivers his informed advice on the best way forward. Cole's unique ability to take the true Muslim perspective into account when looking at East-West relations make his insights well-rounded and prescient as he suggests a course of action on fundamental issues like religion, oil, war and peace. With substantive recommendations for the next administration on how to move forward in key countries such as Iraq, Pakistan, Afghanistan, and Iran, Engaging the Muslim World reveals how we can repair the damage of the disastrous foreign policy of the last eight years and forge ahead on a path of peace and prosperity. Cole argues: * Al-Qaeda is not a mass movement like fascism or communism but rather a small political cult like the American far right circles that produced Timothy McVeigh. * The Muslim world is not a new Soviet Bloc but rather is full of close allies or potential allies. * There can be no such thing as American energy independence, we will need Islamic oil to survive as a superpower into the next century. * Iran is not an implacable enemy of the U.S.--it can and should be fruitfully engaged, which is a necessary step for American energy security since Tehran can play the spoiler in the strategic Persian Gulf. * America's best hope in Iraq is careful, deliberate military disengagement, rather than either through immediate withdrawal or a century-long military presence--in other words, both the Democrat and Republican presidential candidates are wrong.

For sixty years, U.S. government officials have conducted public diplomacy programs to try to reach Arab public opinion—to inform, educate, and understand Arab attitudes. American public affairs officers have met serious challenges in the past, but Arab public criticism of the United States has reached unprecedented levels since September 11, 2001. Polls show that much of the negative opinion of the United States, especially in the Middle East, can be traced to dissatisfaction with U.S. foreign policy. Rugh, a retired career Foreign Service officer who twice served as ambassador to countries in the region, explains how U.S. government officials have dealt with key problem issues over the years, and he recommends ways that public diplomacy can better support and enhance U.S. national interests in the Middle East. This struggle for the hearts and minds of the Arab world, so crucial to the success of American efforts in post-occupation Iraq, is carried out through broadcasting, cultural contacts, and educational and professional exchanges. Rugh describes the difference between public diplomacy and propaganda. He points out that public diplomacy uses open means of communication and is truthful. Its four main components are explaining U.S. foreign policy to foreign publics; presenting them with a fair and balanced picture of American society, culture, and institutions; promoting mutual understanding; and advising U.S. policy makers on foreign attitudes. Public diplomacy supports the traditional diplomatic functions of official business between governments. Whereas diplomats from the United States deal with diplomats of foreign governments, public affairs officers deal with opinion leaders such as media editors, reporters, academics, student leaders, and prominent intellectuals and cultural personalities. Rugh provides an up-close-and-personal look at how public affairs officers do their jobs, how they used innovation in their efforts to meet the challenges of the past, and how they continue to do so in the post-September 11 era.

This book presents the first-ever close and up-to-date look at how American diplomats working at our embassies abroad communicate with foreign audiences to explain US foreign policy and American culture and society. Projecting an American voice abroad has become more difficult in the twenty-first century, as terrorists and others hostile to America use modern communication means to criticize us, and as new communication tools have greatly expanded the worldwide discussion of issues important to us, so that terrorists and others hostile to us have added negative voices to the global dialogue. It analyzes the communication tools our public diplomacy professionals use, and how they employ interpersonal and language skills to engage our critics. It shows how they overcome obstacles erected by unfriendly governments, and explains that diplomats do not simply to reiterate set policy formulations but engage a variety of people from different cultures in a creative ways to increase their understanding of America.

Describes the rise of political Islam and Islamic radicalism, and the failures--some politically motivated--of American attempts to confront the Muslim world chiefly in terms of terrorism, and suggests ways to switch to a more diplomatic focus.

Proponents of American public diplomacy sometimes find it difficult to be taken seriously. Everyone says nice things about relying less on military force and more on soft power. But it has been hard to break away from the longtime conventional wisdom that America owes its place in the world primarily to its muscle. Today, however, policy makers are recognizing that merely being a "superpower" - whatever that means now - does not ensure security or prosperity in a globalized society. Toward a New Public Diplomacy explains public diplomacy and makes the case for why it will be the crucial element in the much-needed reinvention of American foreign policy.