Geoffrey Cowan on USC Center on Public Diplomacy in the New York Sun

Geoffrey Cowan, university professor and holder of the Annenberg Family Chair in Communication Leadership, discusses the growth of the USC Center on Public Diplomacy in an interview printed in the October 26, 2005 New York Sun. The following is a portion of Pranay Gupte's interview with Geoffrey Cowan, that originally appeared in the article "A Focus on the Business of Journalism — Lunch at the Four Seasons" in the Business section of the Sun.



"We're increasing the ways with which students can better deal with a world that's rapidly changing because of globalization and technological advances," Mr. Cowan said. "Physical geography is no longer what it used to be. It's now the geography of special interests - in America and everywhere else."



Because of this shift, it's important that America develop and sustain strong ties with other countries - not only traditional allies and aid-dependent countries but also regions where suspicion of American motives is rising.



That's why Mr. Cowan is also "just starting" with a new Center for Public Diplomacy at the Annenberg School. It was mostly in connection with advancing the school's programs that he was visiting New York this week.



"Every country is interested in public diplomacy - this isn't a topic confined to a particular moment, or simply to America's policies in the Middle East," Mr. Cowan said. "But public diplomacy cannot be about spin or public relations. Everything needs to be smartly thrown into the mix - American popular culture, a better understanding of our political and judicial systems, how policy is made in our country, how American business works. These are all interconnected issues, and we need to tell the American story better, but in a way that's sensitive to other people's cultures."



But shouldn't public diplomacy be the domain of government?



"It should be a cooperative effort that includes government, educational institutions, and business," Mr. Cowan said. "We all have the responsibility here."