2. News Release Prepared in the United States Information Agency1
Former Director Suggests New Guidelines for USIA
In a valedictory report to Congress2 as Director of the U.S. Information Agency, a position he held for more than three years,3 Leonard H. Marks today recommended a new legislative study of USIA to mark its directions for the future.4
Marks left USIA last month to head the U.S. delegation to negotiate permanent arrangements for the International Telecommunications Satellite Consortium (Intelsat).
He said that changing times dictate a new delineation of USIA’s future role in the U.S. Government’s foreign affairs community.
The study of the Agency’s information and cultural programs abroad should resolve such questions as its goals in the 1970s, audience priorities, the extent of the Agency’s role in shaping foreign policy and whether program emphasis should be on short or long range objectives, Marks suggested.
In a series of guidelines for USIA operations, Marks cited truth as a “practical, powerful resource in enhancing our image abroad.”
“Truth has put America far ahead in the contest of ideas; let us keep her there,” he said, adding:
“For those who, in troubled times, might doubt the wisdom of reporting the bad in America along with the good, I offer two arguments [Page 7] against diluting the truth: first, from an open society today, news radiates immediately to all parts of the world, and we can be certain our enemies will emphasize and exaggerate the unfavorable. Obviously, then, it behooves us to tell the whole story, but to give it balance and perspective and depth, something which our detractors and the commercial news media cannot be expected to do.
“Second, it is my conviction that the full news—the whole truth—from America adds up to a positive, creditable and appealing picture. What we, in the myopia of our daily pursuits, may regard as disturbing national problems can be interpreted in proper perspective as challenges which a dynamic and self-confident people expect to take in their stride. . .
“Today it does matter that Americans be regarded abroad as citizens of a mature, responsible and right-minded society. This is a proper concern of the USIA information and cultural programs—not to compete with the established media, but expertly to supplement their output abroad. Headlines highlight the news of the moment. It is USIA’s task to add balance and perspective.”
(Editors: Copies of USIA’s 30th Report to Congress are available from the Office of Public Information, Room 730, 1750 Pennsylvania Avenue N.W. Washington, D.C. 20547)
- Source: National Archives, RG 306, USIA Historical Collection, Office of the Director, Biographic Files Relating to USIA Directors and Other Senior Officials, 1953–2000, Entry A1–1069, Box 11, Leonard H. Marks, Director, 1966–1968. No classification marking.↩
- Reference is to United States Information Agency 30th Report to Congress, January–June 1968. (Washington: Government Printing Office, 1968)↩
- Johnson selected Marks as his nominee for United States Information Agency (USIA) Director in 1965, following the departure of Carl T. Rowan. Marks resigned as Director on December 6, 1968. In the interim, USIA Deputy Director Robert W. Akers served as Acting Director.↩
- In the section of the Report to Congress (see footnote 2, above) entitled “Reflections and Recommendations,” Marks noted the helpfulness of various constituencies, including the U.S. Advisory Commission on Information, in providing advice regarding USIA responsibilities and generating “interest and discussion on the problems and challenges of international communications.” He continued: “Beyond this, the changing times call for a new and expanded study to be undertaken of USIA and its directions for the future. Accordingly, I recommend that a legislative study be undertaken by the 91st Congress to delineate the future role of USIA in the Government’s foreign affairs community.” (United States Information Agency 30th Report to Congress, January–June 1968, pp. 33–34)↩