Larry D. Lauer

In the foreign policy world “hard power” is military strength and “soft power” is diplomacy, public diplomacy and all those communication initiatives related to building understanding between countries and cultures. Hard power deters potential enemies and confronts them when necessary. Soft power builds international relationships, increases cross-cultural understanding, and helps solve global problems.

Soft power diplomacy is government-to-government communication, and soft power public diplomacy is government-to-people communication and people-to people communication. People to people communication carries the most credibility because of its genuine authenticity.

A  number of years ago there was an agency of the U.S. government that was responsible for soft power. It was the United State Information Agency (USIA). It developed programs to communicate and demonstrate the exceptional “idea of America” around the world. Artists, scholars, and musicians were sent abroad to show their talents. Groups and individual exchanges were arranged to encourage continuing dialogue. Libraries of materials were established. Films were produced and distributed. And the Voice of America (VOA), broadcast trusted news and information programs 24 hours a day all over the globe.

But, during a widespread austerity move, the Clinton administration eliminated the USIA and moved its programs into the Sate Department. As a result, soft power funding was dramatically reduced and programs and projects were eliminated. The negative consequences of this mindless move have never been remedied.

For about a year I was a part of many discussions (including a project at the Wilson Center think tank) that brought together legislative staffers, government professionals, educators, and politicians in Washington who were concerned about the diminished state of public diplomacy communication in the state department. It was a concern strongly reinforced by several staffers from the defense department. They told us that the Defense Department was sponsoring public diplomacy projects only because soft power initiatives were urgently needed in places where hard power was not appropriate… and because the state department did not have the resources.

The PBS News Hour recently reported that the Trump administration is working on a budget that reduces state department funding by another 37% in order to help pay for dramatic increases in the defense budget. Can you imagine the devastating impact this will have on soft power public diplomacy communication?

No matter your politics, the need for significant increases in soft power initiatives to communicate the “idea of America” and enhance cross-cultural understanding has never been stronger. To ignore this urgent need is not only short-sighted, it is a major threat to our national security.