If we consider public diplomacy in the narrower sense, as one government's efforts to speak to the public of another nation, President Bush's visit to Iraq this weekend would be a, well, "fitting" symbol of the state of American PD. He narrowly ducked rage that was aimed at him by a new manner of shoe bomber, one equipped with both ninja skill and ferocity.

In today's 24/7 news environment, governments have it hard. In my experience, working at the centre of UK government in the Cabinet Office, I found that government has to know its position on everything and be able to articulate it in a sound bite. You have to be either 'for' or 'against' any proposition, policy proposal or idea. You cannot be equivocal; you cannot have a nuanced view. If it's a significant policy or issue, then you have to be crystal clear. When government isn't clear, the media pursue, challenge and provoke you in 24 hour news cycles until you are clear.