The organization's efforts focus on promoting greater cultural understanding through award winning television shows, publications and educational exchanges. Layalina's Arabic and English language reality series, documentaries, and children's animated shows are broadcast in primetime throughout the Arab world and reach millions of viewers.

On Tuesday, May 22, 2012, Layalina Productions will celebrate a decade of television diplomacy in the Middle East at its 10th Anniversary Gala, being held at the Newseum in Washington, DC. At the Gala, internationally acclaimed three time Pulitzer Prize winning author and journalist Thomas L. Friedman and The Honorable Tara Sonenshine, Under Secretary of State for Public Diplomacy and Public Affairs, will provide remarks and highlight Layalina's efforts to strengthen U.S.-Arab relations.

She linked her department to the Pentagon, trading staff members and ideas as part of a "smart power" initiative linking diplomacy, development and defense. She worked to advance Internet freedom around the world and use the latest technologies to aid U.S. diplomacy.

All the panelists repeated the mantra at least once or twice each time they spoke: “social media is a TOOL.” Nevertheless, the very first question from the audience was a not so much a question but a statement about the failings of social medial as a substitute for personal contact in diplomacy.

On Thursday, May 17, 2012 I attended the discussion on “Digital Diplomacy: A New Era of Advancing Policy” at the Carnegie Endowment for International Peace in Washington and on Twitter at #DigiDiplomacy. Carnegie had already posted video and audio of the event by early afternoon.

Bolivia has also become a prominent destination for Iran’s latest public diplomacy effort, HispanTV. The television channel, a Spanish-language analogue to the regime’s influential English-language PressTV, was formally launched with considerable fanfare by Iranian president Mahmoud Ahmadinejad earlier this year.