Research for Global Development

Advancing Public Diplomacy Impact: A Multi-Method, Multi-Country Assessment


Countries: Kenya, Morocco, Turkey, Cambodia, Indonesia, Brazil, Bangladesh

Challenge

The U.S. Department of State runs a broad range of public diplomacy (PD) activities in order to engage with people around the world. These include professional and educational exchange programs; American centers or libraries; social media activities; speaker series; and social events. InterMedia was hired by the Office of Policy, Planning & Resources for Public Diplomacy and Public Affairs (R/PPR) to help measure the aggregate impact of these diverse activities in seven countries.

Approach

InterMedia worked in close collaboration with R/PPR and prime contractor General Dynamics Information Technology (GDIT) to conduct the Advancing Public Diplomacy Impact (APDI) study in seven countries (Bangladesh, Brazil, Cambodia, Indonesia, Kenya, Morocco, and Turkey). The multi-stage, mixed-method study included the following elements in each country:  a quasi-experimental design test group survey among PD participants; a quasi-experimental design control group survey among non-participants; a general population survey; and focus groups among select target groups of participants and non-participants.

Insight

The final analysis examined impact of aggregate PD activities on key foreign audiences in terms of knowledge, interest, understanding, favorability, and attitudes toward U.S. roles and policies. Target audience identification and analysis in the target countries were the highlights of the APDI project. In-depth segmentation analysis enabled InterMedia to identify, describe and inform strategies to reach segments of the population that were mostly like to be impacted by PD efforts, as well as those most in need of PD outreach. InterMedia tailored the segmentation to each specific country, while allowing for comparability between differing strategic and cultural contexts.

InterMedia

Advancing Public Diplomacy Impact: A Multi-Method, Multi-Country Assessment


Countries: Kenya, Morocco, Turkey, Cambodia, Indonesia, Brazil, Bangladesh

Challenge

The U.S. Department of State runs a broad range of public diplomacy (PD) activities in order to engage with people around the world. These include professional and educational exchange programs; American centers or libraries; social media activities; speaker series; and social events. InterMedia was hired by the Office of Policy, Planning & Resources for Public Diplomacy and Public Affairs (R/PPR) to help measure the aggregate impact of these diverse activities in seven countries.

Approach

InterMedia worked in close collaboration with R/PPR and prime contractor General Dynamics Information Technology (GDIT) to conduct the Advancing Public Diplomacy Impact (APDI) study in seven countries (Bangladesh, Brazil, Cambodia, Indonesia, Kenya, Morocco, and Turkey). The multi-stage, mixed-method study included the following elements in each country:  a quasi-experimental design test group survey among PD participants; a quasi-experimental design control group survey among non-participants; a general population survey; and focus groups among select target groups of participants and non-participants.

Insight

The final analysis examined impact of aggregate PD activities on key foreign audiences in terms of knowledge, interest, understanding, favorability, and attitudes toward U.S. roles and policies. Target audience identification and analysis in the target countries were the highlights of the APDI project. In-depth segmentation analysis enabled InterMedia to identify, describe and inform strategies to reach segments of the population that were mostly like to be impacted by PD efforts, as well as those most in need of PD outreach. InterMedia tailored the segmentation to each specific country, while allowing for comparability between differing strategic and cultural contexts.

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