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U.S. diplomacy needs PR help, not advertising

If the U.S. is serious about a long-term engagement in public diplomacy, I am not sure if advertising executives are the people to turn to [“The Peace Brokers,” A&C, June 23]. Since, over the long run, ideas can be more potent than weapons, a coordinated long-term public relations-based program—not an ad campaign—is crucial for reaching both domestic and international audiences and actually changing attitudes and perceptions.

As we have seen, Charlotte Beers’ idea to run ads was ineffective, to say the least.



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