Foreign Relations of the United States, 1977–1980, Volume XXX, Public Diplomacy

172. Memorandum From the Director of the International Communication Agency (Reinhardt) to the Associate Director for Programs (Schneidman)¹

Washington, June 28, 1979

In the wake of our discussion yesterday morning, I have decided to task you—as the head of USICA’s central planning element—with the development of a specific plan for the projection of American culture overseas during fiscal year 1980.² In carrying out this assignment, you should be guided by the following:

1. The plan should derive in the first instance from a careful analysis of the 1980 Country Plan submissions. It should specifically address itself to the cultural problems identified by the posts in these plans.

2. The plan should be detailed. It should specifically state what kind of cultural communication efforts we plan to undertake in which countries or areas of the world, within what time frame and at what cost. (It is not adequate merely to state that we will undertake one performing arts program and/or one plastic arts program in each country. Such an approach is far too simplistic, lacking the required level of judgment, discrimination, sophistication and sense of priorities.)

3. The plan should be built on the concept of sustained communication. It must not be scattershot, episodic or ad hoc. The point is that if there is a cultural tension to be addressed in a given country, this—as with all communication efforts—can only be done successfully over time and on a carefully planned, coordinated basis.

4. The plan should include a detailed concept for the coordinated application of all relevant elements of the Agency. If we are to address a cultural tension in a given country, how will we bring to bear—in coordinated, mutually reinforcing, cost-efficient manner—speakers, VTR’s and films, publications, the Voice of America, Cultural Presentations, the posts, etc.?

5. The plan must contain a specific menu of needs, criteria, timetables and available funding that can be presented immediately to the Endowments for the kind of input envisioned in our agreement with them.

6. The plan should contain detailed, justified budget figures for all proposed efforts.

7. The plan should include a detailed scenario which will enable us to maximize the support (including financial) of other institutions—other government agencies, private institutions, corporations and foundations. How should we proceed and with whom?

This plan should be presented to me for review no later than Friday, July 13. I realize that this is an unusually tight deadline, requiring extraordinary effort on your part. But I think it imperative that we have the proposed plan before basic budget decisions are made toward the end of July. The thought and work that you have already given to this subject, and the fact that your analysis of the Country Plans is nearing completion, should give you a head start. Finally, I emphasize that the quality and persuasiveness of the plan you present will be central to my determination of how we proceed in fiscal year 1980.

1. Source: National Archives, RG 306, Associate Directorate for Programs, Subject Files of Basic Operating Documents, 1969–1982, Entry P–100, Basic Documents—1979. No classification marking.
2. For the plan, see the attachment to Document 174.