This November we’re electing the next president of the United States. Whether you’re a democrat or a republican, this election is important. Now more than ever, the U.S. is in desperate need of some good international public relations.

Now I’m not volunteering my services to Senators Obama or McCain (however if they are interested in working with Dittoe PR all they need to do is call) but it is very clear we not only need a change in the Oval Office but also in the news. 

Back in October of 2003, PBS’s Online NewsHour posted a very interesting article which I recently ran across by accident. In it, the writer makes a point which is still relevant today:

“The United States must dramatically transform its public diplomacy system to overcome growing anti-American sentiments abroad, according to a report released Wednesday by an advisory group appointed by the Bush administration.”

Public diplomacy is really very similar to public relations but on a much higher level. After all, we are talking about the international public perception of the United States of America. It’s just a little bit bigger than most PR accounts.

Regardless of who you are pulling for in this year’s election, we must vote for the man we believe to be the best representation of the United States and all the good we can accomplish in the world. We don’t want the European Union glad to see him leave office and we certainly don’t want our president to be thought of as ignorant or stupid.

Unfortunately, President Bush’s administration has a cloud of disapproval hanging over it and at this point in time it remains to be seen if any positive things can ever be attributed to his terms in office. It seems every beneficial act he has been involved with is overshadowed by multiple examples of poor judgment or accusations of weak leadership.

Approval ratings are important in the U.S. and abroad. Not only do they indicate how well a government official is liked but that is directly related to the success of foreign diplomacy efforts and support in Congress.

Additionally, the study performed by the advisory group appointed by the Bush administration back in 2003 found “in this time of peril, public diplomacy is absurdly and dangerously underfunded.”

Funding alone will not make diplomacy efforts more successful (however it is needed very badly), thus I’m back to examining the candidates. Both are very different but have the same objective: to be President – to be the Spokesperson and CEO of the United States.

OK, so for my two cents: Regardless of whom we elect come November, as a nation we need to pay very close attention to our approval rating overseas. After all, our president represents us. We should be very concerned when countries don’t want to participate in diplomatic talks and even more concerned when our so-called allies leave our side whether in battle or on paper.

No matter who gets elected this year, I hope they know a thing or two about public relations – for their sake and ours.