Correspondence: Olga Zatepilina, S.I. Newhouse School of Public Communications, Syracuse University, Room 457 NCC-III, 215 University Place, Syracuse NY13244, USA. E-mail: ozatepil@syr.edu

¹is a doctoral student at the S.I. Newhouse School of Public Communications, Syracuse University, USA. She joined academia in 2007, after 12 years in corporate, government and nonprofit communications. As a consultant for international development programmes in Afghanistan, Iraq and Moldova, she has designed and implemented strategic communications plans; advised and trained host governments and NGOs; managed campaigns and events; and produced print, broadcast and web publicity. Olga has also handled public relations and marketing communications for private businesses. She holds a Master's in communication from the University of Louisiana at Lafayette, USA.

Received 10 November 2008; Revised 10 November 2008.

Abstract

This qualitative research paper explores how American non-state actors de facto contribute to US public diplomacy efforts while preserving their freedom of disagreement with government policies. In-depth interviews with 14 representatives of 12 US nonprofit nongovernmental organisations (NGOs) were conducted to look at their institutional and individual experiences of communicating with various foreign publics. NGOs' good standing in host countries depends on their ability to build relationships with and empower their local partners. The government could capitalise on NGOs' successes by highlighting their achievements in providing development assistance, as well as their autonomy, diversity and right to dissent. The study provides a baseline for further research on the unrealised capabilities of US civil society in strengthening America's reputation worldwide.