Although many non-Arab countries have developed elaborate public diplomacy programs directed toward the Arab world, most Arab governments have shown little interest in reciprocating this approach. Arab states engage in far too little outreach, even to other Arabs close to home.

The young people who are vulnerable to al-Qaeda's recruitment pitches are likely to be impervious to positive messages about the United States. In addition, linking public diplomacy with counterterrorism risks alienating intended audiences...

This discourse had its roots in economic self-interest, obligations to the diaspora and political considerations, including those involving the Northern peace process. It could also be construed as an opportune use of soft power by a small state. And it was also short-lived.

Despite China’s considerable economic influence, however, China has largely been unable to project its soft power into the region, as it has been unable to do in many areas of the world – if indeed it wants to.

What if Washington had concluded that this competition required not more military might, but more and smarter investment in education, innovation, energy and the environment, and the full unfolding of America's soft power?

Almost 10 years after 9/11, the United States has a new window of opportunity to regain the initiative in the “missing battle” of the campaign against terrorism. That is, a sustained soft power effort to win the battle for hearts and minds in predominantly Muslim countries.

There is general agreement the core role of public diplomacy is to further foreign policy and to promote our national interests. The need to sustain a vibrant international education sector is clearly in our national interest.

Australia operates in a vacuum in international education and public diplomacy. But in their recent paper, Bond University researchers argue for more active public diplomacy leadership, improved evaluation and expanded dialogue within the sector and broader community. Such strategies would maximise the soft-power potential of Australia's international education and contribute to our future international positioning.