1. Public Diplomacy, Information, and Journalism: a Model Needed for Bordering Neighbors. The Case of North America. by Dr. Manuel Chavez Michigan State University College of Communication Arts and Sciences School of Journalism

2. Public Diplomacy Conceptual Framework (U.S.)  Traditional  Informing and influencing foreign publics  Promoting cultural understanding  Instrument of foreign policy  Heavy use of mass communication (broadcasting)  New-revisited  Promoting national interest and national security  Influencing public opinion  Providing information and briefings to the press  Specialized use of multi-media platforms

3. Public Diplomacy in North America – levels of prioritization  UNITED STATES  High priority after WWII  Low priority after Cold War  Renewed priority after Sept. 11  CANADA  Low priority until 2001  Increasing high priority after Sep. 11 and SPP  MEXICO  High priority 1990-1994  Low priority since 1995

4. REALITIES-Economic Interdependence of North America –Trade 2007  2007 Total Value $776 billion USD  Increase in the last 5 years by 42%  Trade with Canada equals $461 billion, increase by 15%  Trade with Mexico equals $315 billion increase by 70%  Trade with Canada and Mexico accounts for almost 45% of the total U.S. trade.  For Canada and Mexico, the U.S. is partner #1.  For the U.S. Canada is #1 and Mexico #3.  Energy will be the primary sector.  2005 Security and Prosperity Partnership agenda (logistics, logistics, logistics) Data: U.S. Dept. of Commerce and U.S. Trade Authority Office

5. REALITIES-Logistical Interdependence in North America (land border crossings) 2006 Source: 2006 U.S. Department of Transportation Annual Report, 2006 U.S. Department of Homeland Security Partial District Reports

6. NAFTA Countries and the Post 9/11 effect: Security and Prosperity Partnership of North America (SPP) Signed in Waco, Texas. March 23, 2005

7. New Initiative for NAFTA Countries – the Post 9/11 effect (SPP) SECURITYPROSPERITY Content areas  Traveler security  Cargo security  Bio-protection  Aviation security  Maritime security  Law enforcement cooperation  Intelligence cooperation  Protection, prevention and response  Border facilitation  Science and technology cooperation  Manufactured goods, sectoral & regional competitiveness  Movement of goods  E-commerce and ICT  Financial services  Transportation  Energy  Environment  Food and agriculture  Health Total areas 109

8. Security and Prosperity in North America –major categories SECURITYPROSPERITY Major categories Secure North America from external threats Prevent and respond to threats within North America (food, health, environment) Further streamline the secure movement of low-risk traffic across shared borders Improve productivity Reduce the costs of trade Enhance the quality of life FocusDevelopment of joint preventive, protective and response actions Intelligence sharing and screening Collaborative operations and law enforcement Facilitation for business operation Collaboration for business resources (movement of G & P) Safe food supply & joint controls for environment and health

9. A major challenge for SPP is public diplomacy  Major structural challenges to implement the partnership: ♦No clear support from public opinion –on any country ♦No clear information of each country produced by that country [U.S. in Mexico/U.S. in Canada; Canada in U.S./Canada in Mexico; Mexico in U.S./Mexico in Canada] ♦Low levels of information to local and regional governments ♦Press coverage in border areas with persistent framing: MEX<>U.S.<>CAN

10. Mexico coverage by the U.S. press -what are the issues?  80% of news printed: –Narcotics and Drugs –Immigration –Border Control –Economy –Sensationalist events  20% news printed –Internal affairs –Educational, health, and Environmental –Culture –Ethnicity

11. U.S. coverage by the Mexican press -what are the issues?  80% of news printed –Binational relations –Trade and economics –Migration issues  20% of news printed –Show-business –Sports –Internal affairs –Congress vs administration –Sensationalist events

12. Yet, coverage of Mexico: a view from the U.S.  Washington Post story in 2002: –Two Pulitzer prizes for articles related to Mexico’s judicial system in Guerrero  Wall Street Journal in 2003 –Elba Esther Gordillo article on first page  Correspondents from: San Diego Union, Chicago Tribune, LA Times, Dallas Morning Star, WP, WSJ, NYT, Miami Herald, and CNN.

13. Current status of public diplomacy  Little academic work in international relations and international communication literature –Few exceptions: Leonard, 2006; Nye, 2004; Gilboa, 2000.  Think Tanks activism for reform –RAND Corporation –Heritage Foundation –Center for Strategic and International Studies –Woodrow Wilson Center –Netherlands Institute of International Relations “Clingendael”

14. The Role of Journalism under Public Diplomacy  Informing the public => creating public opinion  Facilitation of mutual understanding => decoding policies and actors  Prompt access to information in embassies & consulates => access to policy makers  Advocacy to influence policies.  Adaptable to media platform (printed, broadcasting, electronic)