Toward a model of NGO media diplomacy in the Internet age: Case study of Washington Profile

This qualitative study explores values, perceived effectiveness and factors that affect effectiveness of the public diplomacy-oriented international news services by a U.S.-based non-governmental, not-for-profit organization. In-depth, semi-structured interviews are conducted with the staff of the organization. Results show that the key values that guide the operations include independence from government, journalistic objectivity and balance as well as reader education. The perceived effectiveness of NGO international news service is much higher than government-sponsored news programs in terms of reaching audiences, affecting elite groups and return of investment. The factors that affect the effectiveness include use of local journalists and editors as decision-makers, the Internet, censorship by governments of the target region, vision of the NGO leaders, dialogue approach, non-governmental funding, and target elite niche audience.