i'm happy to say the team of folks i'm working without the bbg -- with at the bbg knows that it takestime to bring people on board to produce that content and socialize the idea of a more multi-faceted approach to disseminating content around the world. >> my name is catherine lincoln. i used to be with the british foreign service. my husband was also. currently, i am lobbying. my quick question is you mentioned the skills that foreign service offices need in the future. shawn: i really fortunate to -- i am really fortunate to interact with hundreds of foreign service officers are in my time at the state department and i cannot say enough about how remarkably qualified, intelligent, creative these folks are and committed, truly committed professionals in ways that i do not see in a lot of other sectors. but i consistently heard from them that they are not given the sufficient time for training in between tours of duty. they were not given sufficient training materials to effectively do the jobs that they are being asked to do in 2018, the kinds of things being asked of them that outpa

through public diplomacy programs, or bbg. it is very difficult to counter every single false story that comes out, so is the strategy since we to say that there are bad people putting out false stories, this is how to identify them, or do you try to identify the key false stories? second part of that, in order to be effective in revealing false information, you have to be very credible. what are you doing to increase the credibility of the united states' voice in the world? >> great questions. it is obviously tricky now, but i would say we have to play a fact checking role, obviously, because we cannot just let propaganda reside without trying to correct it, but that is 10% of the answer. a a lot of what we do is focused on correcting the record, but also telling more compelling stories that are likely to drop audiences away from disinformation, and hopefully create an environment that encourages deep media literacy. what i mean by that, you know, naturally skeptical, but not cynical media consumers. we want to make sure that

if someone says they have tuned into a bbg created content in the past week, does that actually mean they remember the story? know, but they did remember that they tuned in so it actually is meaningful when you think about it. the bbcn that because has done this interesting study where they had details, market research on the ratings of some of their programs. they had also done a survey in that same market and they saw that people only remembered watching bbc content 60% of the time. that is to say their actual reach was 40% larger than what their surveys came back with because people don't really always remember what they watch in the past seven days. that reality is only going to get worse. by worse, i mean it's going to be harder and harder for folks to remember all the different sources of news and information they've consumed in the past seven days moving forward. we know when you consume information online that it becomes extraordinarily difficult for you to remember the source of that information and sometimes even what you have consumed. it has to do with the ways our brains

not necessarily the case everything is applicable to the bbg. we had the opportunity, myself and members of the research team had the opportunity to go to a bbc research retreat last week, which was really cool. the bbc had a three-day retreat on how they measure their audiences and the effectiveness of their programs with their audiences. we are really grateful, they really opened the doors and talked about everything they are doing, faults and effectiveness. for the first time, i think, discussed research they had done that showed they were making mistakes in particular markets. discussed research that showed their metrics had been off for a number of years, based on improper sampling. and mention all that to say it was a really frank conversation, and the goal was not, we are doing it right, do it like us. the goal was, here is what we learned, how can we do this better moving forward? a couple big questions worth mentioning here. first off, one more thing. when i talk about research at the broadcasting board of governors, one of the prioriti