As shown in figure 1, State and the BBG spent close to $1.5 billion on  public diplomacy programs in fiscal year 2006. Numerous experts, expert groups, policymakers, and business leaders  have expressed concerns that anti-Americanism may harm U.S. interests in  various ways. Anti-American  sentiments may negatively affect American economic interests, U.S.  foreign policy and military operations, and the security of Americans. Despite the fact that we  cannot draw a direct causal link between anti-Americanism and specific  outcomes in these areas, it is clear that growing negative foreign public  opinion does not help the United States achieve its economic, foreign  policy, and security goals, and therefore U.S. public diplomacy efforts,  which seek to counter anti-Americanism sentiment, have a critical role to  play in supporting U.S. interests throughout the world. Among other things,  we have recommended that (1) communication strategies be developed to  coordinate and focus the efforts of key government agencies and the  private sector, (2) the State Department develop a strategic plan to  integrate its diverse efforts, (3) posts adopt strategic communication best  practices, and (4) meaningful performance goals and indicators be  established by both State and the BBG. State has begun to take credible steps towards instituting  more systematic performance measurement practices, consistent with  recommendations GAO and others have made. State officials have said that it also  diminishes the efficiency and effectiveness of governmentwide public  diplomacy efforts, while several reports have concluded that a strategy is  needed to synchronize agencies’ target audience assessments, messages,  and capabilities. However, we identified some  challenges to marking and publicizing U.S. foreign assistance, including  the lack of a strategy for assessing the impact of marking and publicity  efforts on public awareness and the lack of governmentwide guidance for  marking and publicizing U.S. foreign aid. Language Deficiencies Continue, Especially in the Muslim World

In August 2006, GAO reported that the State Department continued to  experience significant foreign language proficiency shortfalls in countries  around the world. While MBN has taken steps to improve its  process of program review and evaluation, it has not yet implemented our  recommendations to improve its system of internal control or develop a  comprehensive staff training plan. U.S. Public Diplomacy: State Department and the Broadcasting Board of  Governors Expand Efforts in the Middle East but Face Significant  Challenges.
Why GAO Did This Study

Since the terrorist attacks of 9/11, polling data have generally shown that anti-Americanism has spread and deepened around the world, and several groups have concluded that this trend may have harmed U.S. interests in significant ways. U.S. public diplomacy activities undertaken by the State Department (State) and the Broadcasting Board of Governors (BBG), which totaled almost $1.5 billion in fiscal year 2006, are designed to counter such sentiments. Based on our prior reports, this testimony addresses (1) the negative consequences various groups have associated with rising anti-American sentiments; (2) strategic planning, coordination, and performance measurement issues affecting U.S. public diplomacy efforts; and (3) key challenges that hamper agency activities.

What GAO Found

Numerous experts, policymakers, and business leaders have identified various potential negative consequences of growing anti-Americanism. According to these sources, anti-Americanism may have a negative impact on American economic interests, the ability of the United States to pursue its foreign policy and military goals, and the security of Americans worldwide. Our reports and testimonies have highlighted the lack of a governmentwide communication strategy, as well as the need for an integrated State Department strategy, enhanced performance indicators for State and the BBG, and improvements in the BBG's audience research methodology. We also reported in March 2007 that U.S. foreign assistance activities were not being consistently publicized and branded, and we recommended that State help develop governmentwide guidance for marking and publicizing these efforts. State has responded to our recommendations and has taken actions to develop a more strategic approach and measure the effectiveness of its programs. Likewise, the BBG has adapted its strategic plan to include additional performance indicators and is beginning to address our recommendations to adopt management improvements at its Middle East Broadcasting Networks (MBN). Nevertheless, State and the BBG continue to face challenges in implementing public diplomacy and international broadcasting. State has shortages in staffing and language capabilities, and security issues continue to hamper overseas public diplomacy efforts. For example, in 2006 we reported that State continued to experience significant foreign language proficiency shortfalls, particularly at posts in the Muslim world. The BBG faces challenges in managing a disparate collection of broadcasters. Also, MBN faces several managerial challenges involving program review, internal control, and training.