William A. Rugh was a Foreign Service Officer for 31 years and served twice as US ambassador. He holds a PhD and has taught public diplomacy at the Fletcher School. He is the author of books and articles on public diplomacy and US foreign policy.

Table of Contents
Acknowledgements
Introduction
PART I: THE CONTEXT
1. Legacy: Philosophy and Legal Basis
2. Public Diplomacy Personnel as FSOs
PART II: FIELD OFFICE MANAGEMENT
3. The Public Affairs Officer
4. Contacts and Personal Networking
PART III: INFORMATION PROGRAMS
5. Traditional Media
6. Social Media: Use in Public Diplomacy
7. Social Media: Factors to Consider
PART IV: CULTURAL AND EDUCATION PROGRAMS
8. Cultural Programs
9. Centers, Libraries and Other American Spaces
10. Educational Exchanges
PART V: PENTAGON COMMUNICATIONS
11. Defense Department Communications Expansion
12. Comparing DOD and State's Communications
Conclusion
13. Changes and Enduring Principles in PD Practice

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.