152. Letter From the Director of the United States Information Agency (Marks) to All United States Information Agency Public Affairs Officers1
Among the many responsibilities of USIA, none challenges us more than communicating to foreign audiences the American spirit and ideals, the reality of our people and institutions. Selecting the most significant in the vast panorama of our society requires a high order of knowledge and skill.
I am convinced that understanding of our nation abroad must underlie the successful conduct of U.S. foreign policy today.
The picture is richly varied and rapidly changing. Those of you who return home after several years abroad note the dramatic pace of change in twentieth century America. Just to cite two examples: our educational system from Head Start2 and pre-school through post-graduate study, is undergoing profound transformations; the whole complex of programs, public and private, that make up the war on poverty form a very different picture today from what they did only two years ago.
In my March 6 letter3 I divided USIA objectives into three broad categories, one of which was building understanding of the United States as a nation. Let me stress here a few points for your special attention.
1. Planning. Each PAO has the responsibility to build into his country plan, as the local situation demands, an appropriate objective on projecting the United States. I consider this essential for two reasons. First, it should ensure proper attention in programming. This is especially important in the case of long-range activities that run the risk of [Page 467] being swept aside by the more immediate, unless they are given due weight in the country plan.
The second reason is selectivity. The panorama of the United States is broad. With limited resources we must concentrate on those aspects that are most significant and relevant. The starting point is the country plan, with careful wording of objectives and themes.
2. Quality. As you know, the quality of all USIA work remains one of my chief concerns. Here in Washington we have done much to raise our media products to a higher standard of excellence. I have also given considerable thought to the quality of our USIS centers abroad—their physical appearance and the ways in which they represent the cultural heritage of the United States. I would like to feel that every visitor to a USIS center senses the spirit of our country and glimpses something of the best that America has to offer.
We have taken important steps to improve the quarter’s of USIS centers and binational centers; to display in them fine examples of contemporary American graphic arts; and to improve the holdings of our library collections. I also have in mind other steps about which you will be hearing shortly.
3. Our human resources. Programs, media products, buildings—all play a part, but none are so important as the human beings who serve USIA abroad. How can we help them to be well-rounded, knowledgeable representatives of America?
I realize that keeping abreast of developments in the United States is no simple task, especially for our field officers who frequently work under keen pressure. Nevertheless I am sure you agree that USIA should set and maintain the highest standards for its personnel.
Part of this responsibility, of course, falls upon the Agency. We have just completed a two-week field officers’ seminar on “Problem Areas of Contemporary America.” We plan more such seminars in the coming months, and have other projects in mind for training in Washington and at the post. We welcome any suggestions you care to make.
While the Agency can help, however—and will increasingly in the future—there is no substitute for the individual’s motivation and determination. The chief responsibility must lie with each officer, whether his sphere of operations is in exchanges, radio, press, or the other media. It is up to him to take advantage of the many materials that are available, from the wireless file to cultural packets, newspapers, magazines and books.
You as Public Affairs Officer have a heavy responsibility to set an example by your own efforts, and through your leadership to encourage others.
[Page 468]I know I can count on you to do so.
Sincerely,
- Source: Johnson Library, Marks Papers, Box 28, PAO Letters. No classification marking. Another copy is in the National Archives, RG 306, United States Information Agency History Program, Subject Files, 1967–1975, Entry A1–1072, Box 5, Mission Statements, 1964–1967.↩
- Reference is to the educational program established by the Johnson administration through the Office of Economic Opportunity in 1965. In remarks he made on May 18, 1965, at the White House announcing the program, President Johnson stated: “Today we are able to announce that we will have open, and we believe operating this summer, coast-to-coast, some 2,000 child development centers serving as many as possibly a half million children.” He noted: “These children will receive preschool training to prepare them for regular school in September. They will get medical and dental attention that they badly need, and parents will receive counseling on improving the home environment.” (Public Papers: Johnson, 1965, Book I, pp. 556–557)↩
- See Document 140.↩