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

177. Memorandum From the Director of the International Communication Agency (Reinhardt) to the Associate Director for Programs (Schneidman) and the Director of the Press and Publications Service, Associate Directorate for Programs (Winkler)¹

Washington, July 30, 1979

SUBJECT

• Decisions on Cultural Initiative

Based on your July 13 memorandum² and our subsequent discussions, I have made the following decisions with regard to the proposed cultural initiative:

1. The rationale and communication themes presented in your July 13 memorandum are approved.

2. The general thrust of cultural presentations and fine arts exhibits presented in your July 13 memorandum is approved, with the following understandings:

a. USICA cultural presentations and fine arts exhibits will be based on recommendations made by the two National Endowments, in keeping with our agreement of last October.³ PGM will be the Agency’s primary point of contact with the two Endowments. It will be responsible for securing the necessary recommendations, including supplying the Endowments with the information required.

b. Subject to appropriate OMB and Congressional approvals, an additional $500,000 will be budgeted for cultural presentations in FY 1980 and FY 1981. These funds will be restricted to use on a matching basis of at least two to one with supporting private sector efforts. The additional funds required to implement the cultural presentations program you have proposed must be secured from the private sector.⁴

c. Subject to appropriate OMB and Congressional approvals, an additional $500,000 will be allocated to fine arts exhibits.

d. PGM will submit for my review and approval a more detailed schedule of FY 1980 cultural presentations and fine arts exhibits prior to the beginning of the new fiscal year on October 1.

3. The decisions on the use of films and television are confirmed as stated in your July 23 memorandum to Mr. Cohen (copy attached)⁵ and our recent ZBB decisions. I reiterate that PGM leadership is directly responsible for undertaking negotiations to take maximum advantage of acquisitions in this area. You should keep me regularly informed of your efforts and progress.

4. The paper shows project is approved as outlined in your July 13 memorandum.

5. Your proposal for a new magazine as presented in your July 26 memorandum (copy attached)⁶ is approved, with the following understandings:

a. For obvious reasons, the manner in which this decision is communicated to the Agency and the field can impact heavily on its acceptance. I would, therefore, like for you to develop for my approval a recommended approach for making this decision known. I would like your recommendation no later than Thursday, August 2. No communication of this decision should be made until we have agreed on how it is to be handled.

b. There is a predisposition in this decision against permitting local inserts in the new magazine, for the quality reasons we have discussed. Our communication of the decision should make this known, but should also permit posts to state their case for a local insert, if they wish. Local inserts may be permitted where persuasive cases are made.

c. I would like to know as soon as possible, but no later than August 31, the detailed plan for phasing in the new magazine.

d. I will want to review and approve the design and format of the new magazine (or alternative designs and formats) as these are developed.

6. PGM leadership is responsible for the Agency’s efforts to secure private-sector funds to support this initiative. I shall want to know specifically how and when you intend to proceed in this area and to be kept apprised of your progress.

7. PGM leadership is responsible for planning and coordinating the cultural initiative Agency-wide. If and when irreconcilable differences arise across Agency element lines, these should be surfaced to the Deputy Director or me for resolution.

8. This initiative should be undertaken immediately. Its impact must be felt in fiscal year 1980.

Finally, I want to compliment you on your highly professional work on this initiative over the past several weeks. Against an exceptionally tight deadline, you have done work that should serve as a model for you and other elements of the Agency. I appreciate your efforts, and I hope that you will convey my appreciation to all those who have been involved. I shall, of course, be delighted to answer any questions you may have.

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. Schneideman wrote “File—Important HS” in the top right-hand corner of the first page of the memorandum.
2. See Document 174.
3. Presumable reference to an October 19, 1978, memorandum of understanding (MOU) undertaken with the National Endowment for the Arts and National Endowment for the Humanities. Bray sent a copy of the MOU to all element heads under a November 3 memorandum. (National Archives, RG 306, Office of Research and Evaluation, Office of the Associate Director, Program Files, 1973–1978, Entry P–119, INF 1)
4. In the left-hand margin, Schneidman placed a bracket around this paragraph.
5. Not attached but printed as Document 176.
6. Not attached.