Warsaw DCM Kenneth Hillas introduces his perspective on the marketing of American Diplomacy to Collegium Civitas students

On January 25, Deputy Chief of Mission Kenneth Hillas visited Collegium Civitas, a private university in Warsaw, to discuss how diplomacy is developed and marketed in the context of the American diplomatic mission. DCM Hillas provided an analysis of  “pusher and puller” diplomacy as evidenced by the diplomatic activities of U.S. embassies around the world. DCM Hillas explained that whereas ‘Pusher Diplomacy’ is considered promoting and undisputed supporting of the official stand of the White House and the State Department in the U.S. posts worldwide, ‘Puller Diplomacy’ relies flexibly on analysis, opinions and observations collected from U.S. embassies globally, and not on Washington policies. As an instance of  ‘Pusher Diplomacy’ he mentioned the State Department cables that are sent to U.S. embassies requiring them to contact or cooperate with the host country government, governmental institutions and agencies or international organizations on a specific matter of mutual interest. Hillas gave a number of examples showing the State Department’s approach to pull opinions and policy modifications from U.S. missions worldwide. He referred to the Mission Performance Plan, which sets goals and devises strategies for appropriate actions at post as well as spoke about various Embassy-initiated actions such as the Public Affairs - originated cultural events and exchange programs and the new Karski Award and Jan Nowak Jezioranski Award initiatives, the awards granted in appreciation of people who fought for human rights and freedom rights. In one of numerous questions from the professor and students, DCM Hillas was also asked to introduce his understanding of the concept of ‘Brand America’ and the role of marketing diplomacy in shaping the image of the country and its policies.