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Practicing Public Diplomacy, A Cold War Odyssey

Book Review: Part History, Part Memoir -- Yale Richmond Describes Life as a U.S. Foreign Service Cultural Ofificer

by Kaifi Jamil, NCIV Intern

Yale Richmond’s recent book, Practicing Public Diplomacy: A Cold War Odyssey, explores the importance of cultural and ideological communication between the United States and other countries in promoting international cooperation and freedom. As a cultural affairs officer in the U.S. Foreign Service, Mr. Richmond practiced public diplomacy mainly in five countries—Germany, Laos, Austria, Poland, and the Soviet Union—while also working on cultural exchanges in the United States. Mr. Richmond’s narrative provides an informative and personal account of his travels in these diverse locations, the interesting people with whom he met and worked, and his reflections on the deep importance of public diplomacy for improving U.S. international relations. His writing blends a professional diplomatic perspective with the personal story of his successes and struggles. His career as a cultural officer reminds the reader that an individual can make a difference in promoting the positive side of the American ethos and liberal values through communication, and that “soft power” is just as crucial as hard power in overcoming political conflicts and tensions.

To Mr. Richmond, non-political, personal contact between a foreign civil society and American representatives was a unique part of what made public diplomacy effective in building American influence and friendship. In his words, “attending an American musical performance, seeing an American exhibit, hearing a lecture by a visiting American, borrowing a book from an American library, or better still, traveling to the United States on an exchange and seeing for themselves, turned out to be far more effective in winning those hearts and minds [than political propaganda].”

Points of interest for citizen diplomats are found throughout each chapter, describing the author’s experiences in each of the countries in which he served. Mr. Richmond fondly recalls how “America Houses” provided information about the United States and its people for German citizens, emphasizing a vision of cooperation and encouraging Germans to attend town meetings and question their elected officials in order to engage them in the civic process and improve governance. He reflects that perhaps the most significant development for public diplomacy in Germany was a post war exchange program for German students, teachers, scholars, and leaders enabling them to visit the United States for education and professional development, which was a part of what was later named the International Visitor Leadership Program. This program provided foreign visitors with a direct and candid experience of life and culture in the United States. As Mr. Richmond puts it, “Seeing is believing”.

Many riveting stories are shared in the extensive chapter on the author’s experience in the Soviet Union (which indeed warrants much analysis, as the latter half of the book title is A Cold War Odyssey). Mr. Richmond mentions that American diplomats had less influence and freedom in Moscow compared to what other governments allowed them. In spite of this, they were making considerable progress. As the Counselor for Press and Culture in Moscow, Richmond convinced the Dom Zhurnalista (the Moscow Journalists’ Club) to allow Western journalists to participate in club activities for the first time, at least once a week. The exchange agreement between the United States and Soviet Union provided for Soviet journalists, writers, and performing artists to find exposure in the United States, and the USIA also arranged for American writers and artists to visit and communicate with interested Russians. USIA thematic exhibitions that showcased American daily life and products drew twenty million Soviet visitors over three decades, and Amerika magazine was also popular with Soviet readers eager for a glimpse of Western living standards. In short, American public diplomacy played an important role in reducing Soviet isolation and allowing cultural communication with the West.

Yale Richmond’s experiences as a cultural officer during the Cold War are still relevant in the 21st century. Anti-Americanism has become a larger problem in the events following the September 11 attacks, but American diplomats can still and, indeed, must have meaningful dialogue with foreign citizens and relate to them through the exchange of ideas. Mr. Richmond seems confident that by continuing to support and improve person-to-person exchanges and information activities (and exercising a little bit of patience), our efforts to combat anti-Americanism and create mutual understanding will pay off.

To purchase Mr. Richmond's book, click here.

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