“This is why public diplomacy and international broadcasting must be separate activities, conducted by separate agencies, in separate buildings, even in separate cities. Audiences make the effort to tune to international broadcasting to get news that is more reliable than the news that they get from their state-controlled domestic media. Credibility is therefore the be-all and end-all of successful international broadcasting. The audience for international broadcasting is, collectively, smarter than those of us who work in international broadcasting. The audience will detect almost immediately if their newscast is “marshaled” or just an “element” in a “broad strategy.” And they will tune elsewhere.”