This research aims to propose a direction of effective public diplomacy through the analysis of American public diplomacy programs in the Reagan, Clinton and Bush years.
American public diplomacy programs can be divided into information programs and exchange programs according to a different communication focus. American information programs aim to advocate American values, standpoint and explain American foreign policies to foreign publics while exchange programs seek to promote mutual understanding and relationships between the U.S. and foreign publics.
Among different American information programs, this research analyzes inaugural addresses and some of the State of the Union addresses delivered by President Reagan, Clinton and Bush. In addition, among different American exchange programs, this research analyzes the International Visitor Leadership Program (ILVP) during the Reagan years, Future Leaders Exchange (FLEX) Program during the Clinton years and the Middle East Partnership Initiative (MEPI) during the Bush years.
Through the analysis of American public diplomacy programs in the Reagan, Clinton and Bush years, this research draws out the following implications for effective public diplomacy.
First, a nation should develop its own values that can be perceived as "attractive" by foreign publics.
Second, a nation should help foreign publics to be more aware of and open to its foreign policies.
Third, a nation should set up regional offices in the area where its target audience resides.
Fourth, a nation should operate alumni programs, for example, on the web for a constant network with foreign publics.
Fifth, a nation should focus on operating fellowship programs allowing foreign grantees to make a long stay in the nation more than just running short-term workshops or study trips.
Sixth, a nation should operate a language enhancement program that helps foreign publics to learn its language.
Seventh, a nation should develop assistance programs designed for helping its target audiences' home countries.
Eighth, a nation should pay attention to "young" foreign publics to establish a foundation for long-term relationships.