U.S. Public Diplomacy: Actions Needed to Improve Strategic Use and Coordination of Research
Abstract
Agencies rely on an array of media monitoring products to support daily communication activities. DOD and USAID use program-specific research to design, implement, and evaluate the impact of thematic communication efforts created to influence the attitudes and behaviors of target audiences. In contrast, we found that State has generally not adopted a research focused approach to implement its thematic communication efforts. For example, in a recent major thematic communication effort, 18 posts participating in an ongoing pilot initiative developed country-level communication plans focusing on the broad theme of countering extremism. Although broad attitudinal polling is available to inform these efforts, these plans were not supported by the types of program-specific research inherent in the "campaign-style" approach utilized by both DOD and USAID, which stipulates that communication efforts should follow a logical and predictable series of steps. The pilot country plans GAO reviewed did not include program-specific research such as attitudinal polling of specific target groups, focus group data on which messages would most resonate with target audiences, or detailed media environment analyses that could provide the basis for developing in-depth information dissemination strategies. State commitment to the development of a defined approach to thematic communications, centered on program-specific research, has been absent. However, there is evidence to suggest that States approach is changing. A June 2007 interagency communication strategy developed under the guidance of State's Under Secretary for Public Diplomacy and Public Affairs describes a communication process model similar to the campaign-style approach, with the major exception that it does not describe how and to what extent research should be used to support each step in the communication process.
Document Details
- Document Type
- Technical Report
- Publication Date
- Jul 01, 2007
- Accession Number
- AD1174079
Entities
People
- Audrey Solis
- Eve Weisberg
- Jess T. Ford
- Joe Carney
- Kate F. Smiles
- Michael Kate
- Rick Boudreau
Organizations
- United States Government Accountability Office