Can Pakistan’s Public Diplomacy Get Any Better?

This is how Pakistan sought to convince the American public about its commitment in combating terrorism. The above poster was majestically placed on page 5 of the Wall Street Journal print edition on May 8, 2009. Two days after interacting with President Karzai and President Obama in the AFPAK strategy Summit, President Zardari addressed the concerns of the American public through this message. Here’s what the poster reads:

The U.S.A. and Pakistan can defeat terrorism together and bring prosperity to the Pakistani people. Pakistan is in the trenches; Pakistan is on the frontlines. Pakistan is protecting the entire civilized world. 1700 soldiers killed. 35000 civilians killed. Tens of thousands maimed. This is Pakistan’s war. This is Pakistani blood. But Pakistani should not stand alone. President Asif Ali Zardari has pledged to “wipe out the cancer of terrorism before it infects the entire planet.” The U.S.A. and the world must stand by Pakistan’s side in this decisive battle against the terrorists. The U.S. A. and Pakistan. Together in battle. Defeat is not an option.

The poster is sponsored/supported by AES Corporation, GE, Oil and Gas Development Corporation, Pakistan Electric power Company Limited, Pakistan Petroleum Limited, Pakistan State Oil, PTV Global, Water and Power Development Authority.
 This grand public diplomacy exercise throws up some questions:
1. Why has President Asif Ali Zardari pledged to combat terrorism? I thought Pakistan was a Parliamentary democracy where the Prime Minister represents the will of the people. This excessive emphasis of personalities rather than institutions is the most important factor impeding the growth of stable democracy in Pakistan.

2. Why is a cash-strapped country like Pakistan running half page ads in top of line U.S. dailies like the WSJ?   The U.S. public will be better convinced of Pakistan’s commitment if the country’s resources are directed at acting against terrorists rather than publicizing intentions.

3. Finally, if Pakistan is protecting the entire civilized world then why is only 38% of NWFP and surrounding areas under full control of the Pakistani Government? Pakistan needs to get rid of this ‘global guardian’ psychology and combat terror more as a national survival priority rather than an international obligation.

Pakistan needs to understand that public diplomacy is an explanation for national policy, not a substitute.