2nd Annual Summer Institute in Advanced Public Diplomacy June 17 -29, 2007
Congratulations to the 2007 Class of the Center's Summer Institute.
The Summer Institute is an opportunity for practitioners to come together with other professionals from around the world, and immerse themselves in the increasingly critical study of public diplomacy.
The aim of the program is to equip practitioners with such tools to understand the role of public diplomacy, analyze the impact of new communication technologies and employ new mechanisms for improving the image and impact of their country or organization in the world.
This year's participants in the Summer Institute were:
Aileen Adams Director, Arts & Culture Outreach, University of Southern California
Jose Manuel Bassat Senior Communications Officer, World Bank, Washington D.C.
Abdul Muain bin Abdul Hamid State Director, National Security Division, Malaysia
Zahari bin Alias Head of Assistant Director’s Office, National Security Division, Malaysia
Hsiu-Chen Chang Section Chief, Government Information Office, Taiwan
Soung-ah Choi Associate Spokesperson, Secretary-General, United Nations, New York
Annita Freeman Director, Liberian Ministry of Foreign Affairs
Tori Horton Assistant Director, Budget & Administration, USC Center on Public Diplomacy
Christophe Illemassene Communications, Office for Coordination of Humanitarian Affairs, United Nations in DRC
Leonardo Mazzei Communications Officer, World Bank, Washington D.C.
Salmaya Rahayu Salleh Second Secretary, Embassy of Brunei, Washington, D.C.
George Scholz Regional English Language Officer, U.S. Embassy Cairo, Egypt
Sompop Sermswatsri Consul, Royal Thai Consulate in L.A.
Elisabeth van Overveld Senior Communication Advisor, Ministry of Foreign Affairs, The Netherlands
Joe Wang Senior Consul, Taipei Economic and Cultural Office in L.A.
For more information please e-mail pdsummer@usc.edu or call +1 (213) 821-2078.
Summer Institute: Overview
Press "play" to watch a short video about the Summer Institute:
This innovative training program is an opportunity for professionals to collaborate and immerse themselves in the increasingly critical study of public diplomacy. Geared toward officials posted in ministries such as foreign affairs, defense, and homeland security; agencies such as intelligence and economics; internationally focused non-governmental organizations and private sector companies, the program approaches public diplomacy in a multi-disciplinary manner. Taught by some of the world’s most distinguished public diplomacy experts, graduates will receive an invaluable two weeks of instruction and an official USC Public Diplomacy Certificate.
Click here to print a PDF of the course overview (.pdf).
INSTRUCTORS
Professor Nick Cull, PhD
Professor Eytan Gilboa, PhD
Professor Kelton Rhoads, PhD
COURSE STRUCTURE
Each day of the Institute consists of two sessions:
There will be social and educational off-site visits to augment learning in the classroom.
OUTLINE OF CLASSES
Opening Session
Part One: Approaching Public Diplomacy
1. Definitions and Approaches
2. International Advocacy
3. Cultural Diplomacy
4. International Broadcasting
5. International Exchange
Part Two: The New Public Diplomacy
1. Soft Power
2. Nation Branding
3. E-Image & Cyber-Public Diplomacy
4. Information Management
5. Variants of Public Diplomacy
Part Three: Media Diplomacy
1. Models of Media Diplomacy
2. Framing Foreign Policy
3. "The CNN Effect"
4. Media & Peacebuilding
5. Media & the War on Terror
Part Four: The Psychology of Influence
1. The Social Science of International Influence
2. Persuasion I - Relationships
3. Persuasion II - Credibility
4. Persuasion III – Logic and Reason
5. Compliance Tactics
Part Five: Special Events: Visits and Guest Lectures
1. Corporate Public Diplomacy
2. Public Relations
3. Measuring and Interpreting Public Opinion
4. Editorial policy: Visit at the LA Times.
Closing Session
COURSE REQUIREMENTS
Participation: All participants are expected to actively take part in class discussions based on the assigned readings and their own prior knowledge and experience.
EXPECTED RESULTS
By the end of the course, participants will be able to:
* Reflect on the challenges facing contemporary public diplomacy and the range of strategies available
* Analyze the impact upon public diplomacy from the new communications technologies and globalization
* Utilize cutting-edge social science research in real-time public diplomacy practice
A course reader containing all of the required readings will be presented to participants upon arrival.
Participants are also urged to follow current events and issues in John Brown’s public diplomacy press review, which appears on the USC Center on Public Diplomacy website at http://uscpublicdiplomacy.com/index.php.
SUMMER INSTITUTE 2006
The Summer Institute 2006 was a great success. Based on a scale of 1 to 5, with 5 the highest, students gave the program an overall rating of 4.79.
Participants particularly praised the simulated group exercises, the relevance of the topics covered and how the course was structured to achieve clearly-stated goals. Delegates also extolled the camaraderie they experienced among course participants and professors.
PARTICIPANT UNIVERSITY PRIVILEGES
USC I.D. Card
The USC I.D. Card provides access to University:
* Housing and laundry rooms (where housing is applicable)
* Parking structures
* Recreational facilities for a nominal fee
Library Access
* 24-hour library access with USC I.D. (Leavey Library only)
* Printing services (Leavey Library)
* Free USC high-speed internet
* Book lending available with USC I.D.
USC CERTIFICATE AND RECORD OF STUDIES
Graduates of the Summer Institute will receive an official USC Public Diplomacy Certificate and a record of studies.
TUITION
Tuition for the Summer Institute is $5500 per person. The Institute offers reduced tuition rates for three or more persons from the same organization or ministry.
For questions regarding group rates, please contact pdsummer@usc.edu.
ADMISSION REQUIREMENTS
In order to be eligible to participate in the Institute, you must hold an undergraduate degree from an accredited university. A minimum of three years of experience in the field of public diplomacy is also required.
For inquiries about program eligibility, please contact pdsummer@usc.edu.
HOW TO APPLY
The electronic application for the Summer Institute can be found on the Center on Public Diplomacy website (http://uscpublicdiplomacy.com/index.php/about/institute). All applications must be submitted online via this system.
The deadline to apply for the Summer Institute is Monday, April 2, 2007.
The deadline for payment and USC housing is Monday, April 30, 2007.
You can expect notification of your acceptance into the program by Friday, April 6, 2007.
(Please note that the visa processing time varies by country and can take up to 60 days, so if you will be studying with a visa please plan accordingly.)
ACCOMODATIONS
Participants may choose to stay at any location in Los Angeles. However, for those who wish to stay close to the campus, we offer both on-campus and off-campus housing and dining options.
On campus: Webb Tower
Webb Tower, USC’s tallest housing building, is a 14-story campus landmark. During 2005, Webb was completely renovated and each apartment has new furniture, upgraded kitchens and bathrooms, new flooring, lighting and wall treatments. Living room areas now have wireless internet and all apartment doors have card reader locks. New common laundry and lounge rooms were added as well. These apartments have a full kitchen (oven, stove, and refrigerator), private bathroom, a living room and dining area.
The Radisson Hotel Midtown boasts 240 newly remodeled rooms. All rooms are well-appointed and comfortably large. The amenities include: a large desk, computer/fax hook up, direct phone line capability, cable TV, On-demand movies, coffee maker, hair dryer, iron and ironing board, and safe deposit box. Some of the rooms come equipped with mini refrigerators. Internet access is available for the rate of $9.95 per day. Guests are given free access to the hotel’s fitness facilities and large swimming pool. The Radisson is conveniently located across the street from the USC campus.
Cost: $1690/person for the length of the program
Visit the Radisson’s website at: http://www.radisson-midtown.com
Dining: On-Campus Meal Plan
A meal plan is available for participants who wish to take their meals at USC. The plan provides $50 per day in discretionary dining funds, good at any venue on campus.
Vegetarian and kosher options are available at select campus locations.
Cost: $600/person
TRANSPORTATION
Participants are responsible for arranging their own travel to, from and around Los Angeles.
Once you have confirmed travel arrangements, or if you would like assistance planning your trip, please contact pdsummer@usc.edu.
The USC Center on Public Diplomacy will provide transportation to the program’s social and cultural events in the greater Los Angeles area. A rental car or public transportation is suggested for those who wish to explore the city during their free time. For maps, bus routes or car rental information, please contact pdsummer@usc.edu.
INSURANCE COVERAGE
Because of the high cost of health care in the United States, all participants must be covered by adequate health and accident insurance while in this country.
You are not required to obtain University health coverage, but must carry comparable health insurance. Failure to do so may lead to termination of your Exchange Visitor status.
The Exchange Visitor regulations specify a minimum level of coverage.
* Medical benefits of at least $50,000 per accident or illness
* Repatriation of remains in the amount of $7500
* Expenses associated with medical evacuation of the Exchange Visitor to his or her home country in the amount of $10,000
* A deductible not to exceed $500 per accident or illness.
VISAS
Who needs a visa?
Non-Americans and those without green cards who wish to participate in the Summer Institute must obtain J-1 Scholar status at the University and apply for an Exchange Visitor Visa.
How do you obtain a visa?
The Institute will provide you with all of the necessary documents, but you will need to check details for the submission of visas at the closest U.S. embassy.
Please note that visa processing periods vary greatly by country, so early application to the program and early application for a visa are strongly recommended.
FACULTY BIOGRAPHIES
Nicholas Cull, PhD
Professor and Director of the Master’s Program in Public Diplomacy
Nicholas Cull comes to the United States from the United Kingdom. His research and teaching interests are broad and inter-disciplinary, centering on the developing academic discipline of Public Diplomacy, the role of culture, information, news and propaganda in foreign policy. He is author of American Propaganda and Public Diplomacy, 1945-1989: The United States Information Agency and the Cold War. (forthcoming, Cambridge, 2007). His first book, Selling War, (Oxford University Press, 1995) was named by Choice Magazine as one of the then best academic books of that year. He is the co-editor of Propaganda and Mass Persuasion: A Historical Encyclopedia, 1500-present (2003) which was one of Book List magazine’s reference books of the year, and co-editor of Alambrista and the U.S.-Mexico Border: Film, Music, and Stories of Undocumented Immigrants (2004). He is the president of the International Association for Media and History, and has worked closely with the British Council’s Think Tank, Counterpoint.
Eytan Gilboa, PhD
Visiting Professor of Public Diplomacy
Professor of International Communication, Bar-Ilan University
Eytan Gilboa is a professor of international communication and senior research associate at the Begin-Sadat Center for Strategic Studies, Bar-Ilan University. Currently, he serves as a Visiting Professor of Public Diplomacy at the University of Southern California. He is also a commentator on world television networks and contributes op-ed articles to newspapers around the world. He received his Ph.D. from Harvard University and has been a visiting professor in several leading American and European universities including Harvard, UCLA, Georgetown, Tufts, and the University of Hamburg. In 2002, he was a Shorenstein Fellow at the Kennedy School of Government at Harvard University. Dr. Gilboa has won several significant awards including the 2001 Best Article Award of the International Communication Association. He has written extensively on media diplomacy and public diplomacy and is the Editor of The USC Public Diplomacy Annual. His most recent publications include Media and Conflict: Framing Issues, Making Policies, Shaping Opinions (2002); articles published in Political Communication, Critical Studies in Media Communication, Harvard International Journal of Press Politics and Georgetown Journal of International Affairs; and chapters published in: P. Seib (Ed.), Media and Conflict in the 21st Century (2005); and J. Oetzel & S. Ting-Toomey (Eds.), The SAGE Handbook of Conflict Communication (2006).
Kelton Rhoads, PhD
Adjunct Professor, Communications & Psychology
Director, Working Psychology
Kelton Rhoads currently serves as adjunct professor of Communications & Psychology at the University of Southern California's Annenberg School for Communication, and also at the U.S. Air Force's Joint Special Operations University. He has also served as Senior Mentor for PSYOP forces at the JFK Special Warfare Center and School in Ft. Bragg, NC. He holds a doctorate in Social Psychology, with an emphasis in Influence, from Arizona State University. Rhoads has studied and practiced persuasion for years as a grant writer, a public relations officer, and a director of marketing and communications. Since the mid 1990s, he has consulted for various government and defense agencies, political campaigns, banking firms, non-profit organizations, educational agencies, public relations firms, and medical entities, helping people apply the principles of influence to real-world situations.
Joshua S. Fouts
Director, USC Center on Public Diplomacy and the Summer Institute
Joshua S. Fouts is the director of the University of Southern California Center on Public Diplomacy, a cross-disciplinary research, teaching and training center. He is director of the “Public Diplomacy in Virtual Worlds” project along with Annenberg School communication professor Douglas Thomas. Prior to joining the Center on Public Diplomacy in 2003, he was co-founder and director of the USC Annenberg Online Journalism & Communication Program, a center for the study of the global impact of the Internet-based journalism on policy, journalism, ethics, and society. He was also editor of the program’s flagship effort, OJR, the Online Journalism Review, which he grew from a small University Web site to an internationally recognized leader in the field of online journalism, read by almost 50,000 readers monthly, rivaling the per article readership of many respectable U.S. newspapers. Before joining USC, he spent half a decade at the Voice of America where he was Deputy Chief-of-Staff. Fouts is a member of the Public Diplomacy Council at the George Washington University.
The University of Southern California (USC)
USC was established in 1880 and is the oldest private research university in the Western United States. Through its 17 professional schools and the College of Letters, Arts, and Sciences, the university offers cutting-edge education. Highly-ranked and prestigious schools such as the Annenberg School for Communication, Marshall School of Business, Viterbi School of Engineering, Keck School of Medicine, Gould School of Law, Thornton School of Music, and Schools of Cinema-Television, Theatre, and Architecture all contribute to the vibrancy and rigor of the university, and make it uniquely suited as a home for the Center.
The Annenberg School for Communication
The USC Annenberg School for Communication is among the nation’s leading institutions devoted to the study of journalism and communication, and their impact on politics, culture and society. With an enrollment of more than 1,500 graduate and undergraduate students, the USC Annenberg offers B.A., M.A., and Ph.D. degrees in journalism, communication, and public relations. The school boasts an outstanding faculty that includes prize-winning journalism professionals and renowned communication scholars who are distinguished by their teaching ability and research excellence. Their enthusiasm and expertise in these dynamic fields help Annenberg alumni to fill top posts throughout the communication and media industries – as well as in government, education and nonprofit agencies around the world.
The USC School of International Relations
The USC School of International Relations (SIR), within the College of Letters, Arts & Sciences, is the one of the first institutions in the United States and the world devoted to the study of international relations and is a founding member of the Association of Professional Schools of International Affairs. The School offers concentrations in culture, gender, and global society; international political economy; foreign policy analysis; and security & diplomacy. The Center for International Studies, the School's research arm, hosts visiting fellows and public seminars on faculty research throughout the academic year. The SIR offers the following degree programs: a BA in IR, a Progressive BA/MA, three joint Master's degrees in IR and Law, IR & Public Policy, and IR & Policy Planning, the new MA in Public Diplomacy with the Annenberg School and a joint doctoral degree in Politics and International Relations with the Department of Political Science.
The USC Center on Public Diplomacy
The Center was established in January 2005 as a partnership between the Annenberg School for Communication and the School of International Relations at the University of Southern California. It is a joint research, teaching and professional training organization dedicated to furthering the study and practice of public diplomacy. The Center offers the first graduate degree in Public Diplomacy, conducts research on various aspects of public diplomacy, and publishes the exclusive USC Public Diplomacy Annual.
Los Angeles, California
Los Angeles’ unique location as the headquarters for Hollywood and the Pacific Rim enhance its strategic value to public diplomacy. In addition, the city’s diverse population and international representation – nearly 100 consulates reside here – give the Center a global perspective. As an entertainment, economic, technological, and cultural hub, Los Angeles offers an opportunity to study and pursue public diplomacy in broad and non-conventional ways.
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