secretary of state for public diplomacy and public affairs i am thinking late 2002. and she put together this initiative she called the shared values initiative and the objective was to win hearts and minds in the middle east and the arab world. so the initiative was some might call it a propaganda campaign. she believed she could use media and particularly television ads to tell folks that first of all even though 9/11 happened we are not at war with islam. there is a lot of things we have in common; americans and muslims. >> in my neighborhood i see they care a lot about their children's education just as much as i do and their values. my neighbors have been supportive truly.

i didn't see any prejudice anywhere in my neighborhood after september 11th. i had to work to get the kids to under we should work on our similarities rather than our differences most importantly. >> there were three shared values she found in the research: faith, family and education. and so she took those values and built a campaign around them. the core of the campaign were these 90 second mini films is what the state department called them. you would say they were commercials and they ran on the pan air satellite and broadcast television inside arab countries. in that way, our u.s. government paid for this messaging to go out to the muslim and arab world. and of course, it sounded like a good idea to charlotte because

she had been coming from the advertising world and knew the power of mediated messaging. but it was criticized in washington. the sense was it didn't work and charles resigned and then we went into the war with iraq. how i became interested was there was this criticism and no one had research to answer the question did advertising work in this case. right after 9/11 nine days after, president bush said to the american people why do they hate us? and everybody was asking that question. why do they hate us? and so there was an awareness on the part of the u.s. government that we needed to do some image restoration. okay? and that is what the state department does.

and in the course of telling the story abroad there was a great urgency to reach out to the regular people people to people, not government to government, and say we should all be getting along. so there were five spots that they produced and they were testimonials about muslim americans. for example, one was a baker in toledo and they followed him in the course of the day and showed his family and how he ran his bakery and sold food from his country and then a shot of the islamic school where his children attended. it showed their family life and religious life and how they were

free to pray and worship in america and very little prejudice against muslim in america. it was about a $15 million taxpayer funded campaign which if you think about international branding campaigns was very little money. and i believe all of the money wasn't even spent because it was cut short. well, there was a negative reaction in washington. the best way to put it is i think one of the congressman said you cannot sell america like you sell coca-cola. just the idea of using advertising in association with the united states just almost seemed vulger to many people. but actually -- vulgar -- if you look back at the history of public diplomacy there has been many times we have used poplar culture, mass media, to make a point about america. i think part of it was a culture clash. you bring someone from madison

avenue to soggy bottom and there is an automatic culture clash. the media wasn't very kind to her either. they criticized her. and the folks that work at the state department were not well trained in how communication worked and how it is measured and so when folks like richard would have to talk to the press he wasn't very -- he wasn't very good at explaining, you know, well it is working, how do you know? he wasn't able to interpret that research well. i think it is a combination of things. and i think charlotte dears wasn't used to having to answer questions like that. she knew what she was doing and didn't expect i don't think all of the criticism coming from both side. they tried to make it a political issue. in other words, it is

inappropriate to use advertising. this looks like propaganda. who is this woman from the advertiseing world? she has go business and doesn't understand the subtleties of politics. it was a culture clash. i am not sure. i am very much an out sider and i don't know why wash washington doesn't reach beyond their beyond washington, d.c. i am still learning. we will hear from the state department and if they could inform me that would be great. as an objective observer who is informed about communication i was surprised how harsh they treated her and the program in general. when you ask me how does advertising work in public

diplomacy that is where i became unpopular. most people would say the two should have nothing to do with each other. if you think about advertising and how much we learn from advertising -- let's think about only you can stop forest fires or click it or tick it. think about the campaigns that taught us very good behavior. and so if you think about advertising in that way why shouldn't in very select situations the u.s. government use paid controlled messaging to get across a message that is favorable about the united states? the great thing about advertising is you can control the message. and because it is paid media you know it runs. and of course the downside is you reach a lot of people it is very efficient, some of those people don't care some of those people are not in your market,

but with certain messaging i think it is very appropriate, in addition to a lot of other things that need to be going on. i think other countries do use paid media at times. and the world is quite different than ten years ago and there are other forms of advertising and publicity you might consider including social media now. this is relate today a concept called nation branding. and there are a lot of countries who have very organized advertising campaigns to promote their country. and they use advertising all of the time. think about tourism to the extent that is a national tourism board that the united states didn't have until recently. they have been advertising in a way that helps people learn about a country. maybe you have never been to

australia but you know what it is about because you have seen ads or movies about it. you have to thing of this as a bigger picture about how much we learn from the media and how it creates pictures in our mind about places and an image about places. and so in that way, it is all very much connected. >> booktv is on twitter and facebook. and we want to hear from you. tweet us twitter.com/booktv or post a comment on our facebook page: facebook.com/booktv. >> isis is calling on followers saying come to the caliphate islamic society. but it is a good thing if you stay put as well. in chicago, new york, london, berlin isis calls them city wolves. and they are telling them to rise up on american soil.

you can be a one-man jihad in your own backyard. think of fort hood. think of the boston bombings. think of paris back in january of 2015. in paris, perfect example of what i am talking about. two well-armed jihadist; brothers, trained in yemen with al-qaeda and returned home to france and they wreaked havoc killing 17 people among those 17 was not coincidently a number of jews at a jewish deli who were targeted because they were jews. it was not a coincidence. 17 people killed by two-well armed jihadist captured world attention and dominated the media circle for the better part of a week and inspired a massive

anti-terror protest walk in paris which president obama skipped. translate what happened in paris here to america soil. do you really think it can't happen here? did he not see the boston bombings in may '13? brothers well-trained terrorist to a degree -- actually amateur-ish. killed four people and wounded over 200 more and again captured the global media cycle and more importantly and chilling for us, a major american city, the city of boston was shutdown for the better part of a week. two men were able to do that. ladies and gentlemen, think of the mumbai attacks where ten

well-trained terrorist, young, these guys in their early 20's one i believe in the late teens, they fanned out across the city of mum by one of the largest cities in the world, millions of people live there in india, spanned out with assault rifles and bombs in their backpack and wreaked havoc. they laid siege to one of the world's largest cities. ten men with assault rifles and bombs. this happened for the better part of the week. and again the media cycle was dominated by this and they killed dozens and dozens of people. could you see that in god forbid, middle america? because that is the goal. and i am not an alarmist or senationalist. this is what sis is saying.

they are calling on americans to rise up and be city rules in their words. focus, the game plan and strategy for isis i outlined it in the book, is to turn the united states and western europe in the gorilla war zone. you are seeing a fort hood style attack. a boston bombing style attack. paris style attack on american and european soil on a regular bases. we had an inkling of that in 2014 a sequence of events beginning in late september 2014 when an isis sympathizer in rural oklahoma of all places beheaded his co-worker, a grandmother. on his facebook page and in his online ravings, he spoke in

favor of 9/11 pro-al-qaeda pro-isis and pictures giving the isis' one finger absolute. yet the fbi deemed it work place violence at the end of the day. >> you can watch this and other programs online at booktv.org. >> were you a fan of c-span's first lady series? first ladies is now a book published by public affairs looking inside the personal life of every first lady in history. based on 50 interviews. learn details of all 45 first ladies that made the women who they are their lives and ambition and unique partnerships with their husbands. the book provides lively stories of these fascinating women who survived the scrutiny of the

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