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Viewing cable 09BANGKOK2554, NEW MEDIA, OLD DOGS AND NEW TRICKS: EAP PRESS WORKSHOP

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Reference ID Created Released Classification Origin
09BANGKOK2554 2009-10-06 09:31 2011-08-25 00:00 UNCLASSIFIED//FOR OFFICIAL USE ONLY Embassy Bangkok
VZCZCXRO2826
RR RUEHCHI RUEHCN RUEHGH RUEHKSO RUEHNH
DE RUEHBK #2554/01 2790931
ZNR UUUUU ZZH
R 060931Z OCT 09
FM AMEMBASSY BANGKOK
TO RUEHC/SECSTATE WASHDC 8530
INFO RUEHBJ/AMEMBASSY BEIJING 7554
RUEHUM/AMEMBASSY ULAANBAATAR 0652
RUEHUL/AMEMBASSY SEOUL 5851
RUEHKO/AMEMBASSY TOKYO 1981
RUEHJA/AMEMBASSY JAKARTA 7145
RUEHKL/AMEMBASSY KUALA LUMPUR 7873
RUEHML/AMEMBASSY MANILA 0881
RUEHPF/AMEMBASSY PHNOM PENH 2962
RUEHGP/AMEMBASSY SINGAPORE 5445
RUEHHI/AMEMBASSY HANOI 7679
RUEHVN/AMEMBASSY VIENTIANE 5744
RUEHGO/AMEMBASSY RANGOON 5934
RUEHBY/AMEMBASSY CANBERRA 0036
RUEHWL/AMEMBASSY WELLINGTON 0129
RUEHSV/AMEMBASSY SUVA 0488
RUEHGH/AMCONSUL SHANGHAI 0211
RUEHCN/AMCONSUL CHENGDU 0554
RUEHHK/AMCONSUL HONG KONG 5247
RUEHNH/AMCONSUL NAHA 0106
RUEHOK/AMCONSUL OSAKA KOBE 0395
RUEHKSO/AMCONSUL SAPPORO 0381
RUEHKO/AMCONSUL NAGOYA 0011
RUEHCHI/AMCONSUL CHIANG MAI 7110
RUEHDN/AMCONSUL SYDNEY 8253
RUEHBN/AMCONSUL MELBOURNE 0639
RUEHJA/AMCONSUL SURABAYA 0104
RUEHIN/AIT TAIPEI 9064
UNCLAS SECTION 01 OF 02 BANGKOK 002554 
 
STATE FOR EAP/PD 
 
SIPDIS 
SENSITIVE 
 
E.O. 12958: N/A 
TAGS: KPAO OIIP OPRC TH
 
SUBJECT: NEW MEDIA, OLD DOGS AND NEW TRICKS: EAP PRESS WORKSHOP 
EXPLORES PD MESSAGING FOR A NEW ERA 
 
Summary 
------- 
 
1. (SBU) The EAP Press and Information Officers Workshop held in 
Bangkok, September 14-16, was an opportunity to review strategic 
responses to broad regional issues, deepen understanding of key 
messages and policy objectives from the new administration on global 
issues, and improve understanding of resources and new technologies 
that can better enable PD officers to promote USG objectives.  The 
workshop gathered more than fifty information officers, public 
affairs officers, and locally employed media specialists for one of 
the largest PA workshops ever held in the region.  Participants were 
exposed to a broad range of media tools and ideas to hone their 
craft and better develop their messaging at their respective posts. 
(End summary.) 
 
The View from Washington 
------------------------ 
 
2.  (SBU) A highlight of the conference was a series of DVC 
conversations between the workshop participants and Under Secretary 
for Public Diplomacy and Public Affairs Judith McHale, Assistant 
Secretary P.J. Crowley, Assistant Secretary Kurt Campbell and 
Ambassador Scott Marciel.  Secretary McHale challenged attendees to 
reach all the people we can through all the methods we can, but 
warned that "new media" is a tool, and not a strategy. 
 
3.  (SBU) Assistant Secretary Crowley said that three top priorities 
for the Department were non-proliferation, climate change and 
greater resources for traditional development. Ambassador Marciel 
underscored the importance of using metrics to measure PD 
performance results and discussed the new mission to ASEAN to be 
established in Jakarta in 2010.  Assistant Secretary Campbell 
reiterated the importance of the issue of climate change and 
encouraged posts to be more active in promoting U.S. environmental 
policy.  Assistant Secretary Campbell also seconded a suggestion to 
establish a "media ops-center" or at least the establishment of a 
media position within the ops-center to respond to crises and the 
subsequent media spillover without EAP posts having to wait a full 
day for the "regular" press guidance cycle to operate. 
 
What's the hubbub, bub? 
----------------------- 
 
4.  (SBU) EAP Media Hub Director Scott Weinhold explained the role 
of the new regional media hub: to increase and to speed up 
engagement with broadcast media in the region.  The Tokyo-based 
media hub will assist posts with finding USG officials for local 
media requests and assist with the quick turnaround of talking 
points on breaking news.  Understanding that the media cycle is 
moving at ever faster rates and that the media is always hungry for 
content, the rationale for the media hub is that it's better for USG 
officials to present on-camera instead of having others speaking for 
us. 
 
Honolulu and You! 
---------------- 
 
 
BANGKOK 00002554  002 OF 002 
 
 
5.  (SBU) Participants heard that Honolulu-based institutions might 
be some of the most "underutilized resources in EAP."  PACOM, the 
East-West Center, the Asia Pacific Center for Security Studies and 
other organizations based in Hawaii straddle the line between the 
U.S. and Asia and serve as natural bridges between the two regions. 
These organizations offer a wide range of opportunities for posts in 
the form of seminars, conferences and training programs on a wide 
array of topics and themes. 
 
The Eye that Never Sleeps, The Ear that Never Rests 
--------------------------------------------- ------ 
 
6.  (SBU) While familiar to some of the attendees, the resources and 
services available from the Open Source Center, which has a bureau 
in Bangkok, came as a surprise to many.  The OSC's full-time 
monitoring of open media and their analyses make the OSC an 
important ally for missions hoping to better understand their local 
and regional media environment.  The comprehensive "media guide" 
provides exhaustive analysis of media organizations by countries and 
is a handy reference manual for mission PD officers. 
 
Google, MySpace and Facebook, oh my! 
--------------------------------------------- ----- 
 
7.  (SBU) Of particular interest to many of the workshop 
participants were several hands-on training sessions that dealt with 
the emergence of New Media, i.e. the social networking platforms 
like Facebook, Twitter, Hi-5, and other developments in blogging and 
chatting on-line.  In addition to running basic and advanced 
training on social networks and networking, Christina Tribble 
provided in-depth exploration of resources available on the internet 
that can provide media units with better understanding of the 
potential and possible hazards involved in exploring opportunities 
in new forms of media. 
 
That's How We Roll 
------------------ 
 
8.  (SBU) The workshop concluded with a densely-packed cornucopia of 
best practices from each of the represented posts and provided 
attendees with the perfect opportunity to steal their colleague's 
clever ideas and tried and true methods.  While each post labors 
under different circumstances--resources, audiences, objectives, 
etc.--many of the good ideas and strategies could be adapted.  Ideas 
like embedding bloggers, tactics like forging an emotional 
connection with audiences, and ambitious and imaginative use of TV 
co-ops and social networking gave participants concrete examples to 
use. 
 
Conclusion 
---------- 
 
9.  (SBU) This workshop was an excellent kickoff event for the new 
EAP Regional Media Hub and a key networking and training opportunity 
for EAP embassy and consulate press experts.  The new media workshop 
sessions demonstrated many exciting new technologies but also 
highlighted the challenges that can accompany these new outreach 
methods. 
JOHN