Saturday, January 16, 2010

Public relations in the recession; Good news, other firms’ suffering has bolstered the public-relations business

Illustration by Claudio Munoz

THE past year or two has tested the idea that all publicity is good publicity, at least when it comes to business. Undeserved bonuses, plunging share prices and government bail-outs, among other ills, have elicited the ire of the media and public—and created a bonanza for public-relations firms. The recession has increased corporate demand for PR, analysts say, and enhanced the industry’s status. “We used to be the tail on the dog,” says Richard Edelman, the boss of Edelman, the world’s biggest independent PR firm. But now, he continues, PR is “the organising principle” behind many business decisions.

According to data from Veronis Suhler Stevenson (VSS), a private-equity firm, spending on public relations in America grew by more than 4% in 2008 and nearly 3% in 2009 to $3.7 billion. That is remarkable when compared with other forms of marketing. Spending on advertising contracted by nearly 3% in 2008 and by 8% in the past year. PR’s position looks even rosier when word-of-mouth marketing, which includes services that PR firms often manage, such as outreach to bloggers, is included. Spending on such things increased by more than 10% in 2009.

Not all PR firms did as well as IPREX, a global consortium whose revenues increased by 14% last year. Many had to shed jobs, and some estimates show the industry’s overall revenues declining, although not nearly as sharply as those of most of the businesses it serves. According to a survey by StevensGouldPincus, a consulting firm for the communications industry, nearly 64% of participating firms saw revenues slide in 2009 and only 23% saw revenues increase, perhaps because businesses put their faith only in the biggest and most established firms.

PR has done well in part because it is often cheaper than mass advertising campaigns. Its impact, in the form of favourable coverage in the media or online, can also be more easily measured. Moreover, PR firms are beginning to encroach on territory that used to be the domain of advertising firms, a sign of their increasing clout. They used chiefly to pitch story ideas to media outlets and try to get their clients mentioned in newspapers. Now they also dream up and orchestrate live events, web launches and the like. “When you look at advertising versus public relations, it’s not going to be those clearly defined silos,” says Christopher Graves, the boss of Ogilvy Public Relations Worldwide. “It may be indistinguishable at some point where one ends and the other begins.”

PR has also benefited from the changing media landscape. The withering of many traditional media outlets has left fewer journalists from fewer firms covering business. That makes PR doubly important, both for attracting journalists’ attention, and for helping firms bypass old routes altogether and disseminate news by posting press releases on their websites, for example.

The rise of the internet and social media has given PR a big boost. Many big firms have a presence on social-networking sites, such as Facebook and Twitter, overseen by PR staff. PR firms are increasingly called on to track what consumers are saying about their clients online and to respond directly to any negative commentary. When two employees of Domino’s, a pizza chain, uploaded a video of themselves apparently sticking ingredients for dishes they were preparing up their noses, the firm responded by posting a video of its own online, of a senior executive apologising for the incident.

Blow-dried blogs

That sort of content is proliferating. A PR firm called Ketchum helped IBM start a blog about sustainability, complete with posts written by the technology firm’s executives. It also created cartoons on the subject that it uploaded to YouTube. Edelman recently worked with eBay on the launch of a web-only magazine, “The Inside Source”, which provides articles on shopping and tells readers what is selling well on the online retail giant’s website.

VSS forecasts that spending on PR in America will surpass $8 billion by 2013, with much of the growth coming from online projects such as these. According to Miles Nadal, chief executive of MDC Partners, a media holding company, investment in digital PR accelerated during the recession “and will go forward in perpetuity” because clients became more focused on measuring the impact of their efforts. The internet offers various yardsticks, from traffic to cheerleading websites to numbers of Facebook fans, whereas the number of people who see a conventional advertisement is much harder to gauge.

Perhaps the best indication of PR’s growing importance is the attention it is attracting from regulators. They are worried that PR firms do not make it clear enough that they are behind much seemingly independent commentary on blogs and social networks. In October America’s Federal Trade Commission published new guidelines for bloggers, requiring them to disclose whether they had been paid by companies or received free merchandise. Further regulation is likely. But that will not hamper PR’s growth, says Jim Rutherfurd of VSS. After all, companies that fall foul of the rules will need the help of a PR firm.

Thursday, January 14, 2010

Obama lovers vs. the tea-party crew

When you look back over the surges of enthusiasm in the politics of the last two years, you see something like this: The Obama enthusiasts who dominated so much of the 2008 campaign cycle were motivated by style. The tea-party protesters who dominated so much of 2009 were motivated by substance.

Remember those rapturous crowds that swooned at Barack Obama's rhetoric. "We are the change we are seeking," he proclaimed. "We will be able to look back and tell our children" that "this was the moment when the rise of the oceans began to slow and our planet began to heal."

A lot of style there, but not very much substance. A Brookings Institution scholar who produced nothing more than that would soon be looking for a new job.

In retrospect, the Obama enthusiasts seem to have been motivated by a yearning for a rapturous, nuanced leader. Send that terrible tyrant with his tortured sentences and moral certitude back to Texas and install The One in the White House, and all would be well.

The Obama enthusiasts have achieved that goal -- and perhaps it's not surprising that, as polls show, they're not much engaged in the details of the health-care bills or cap-and-trade legislation or looming tax increases and the like. They, or at least most of them, were never much interested in those things anyway.

In contrast, the tea-party protesters, even if many are loud and fractious, are interested in substantive political issues. They decry the dangers of expanding the national debt, increasing government spending and putting government in command of the health-care sector.

Their concerns have basis in fact. The national debt is on a trajectory to double as a percentage of the economy over 10 years, and the Democrats' health-care bills threaten to bend the cost curve up. Higher taxes could choke off economic recovery and keep unemployment up near double-digit rates for years.

Last year's stimulus bill surreptitiously raised the budget baseline for many domestic spending programs and sent money to state and local governments -- a payoff to the public-employee unions who spent more than $100 million to elect Democrats in 2008.

Agree with the tea-party folk or not, these are substantive public-policy issues of fundamental importance.

Or look at other issues on which, as David Brooks notes in The New York Times, Americans have been moving away from positions "associated with the educated class."

The educated class thinks that gun control can reduce crime. But over the last 15 years, crime rates have plummeted thanks to Rudy Giuliani-type police tactics and while 40 states have laws permitting law-abiding citizens to get licenses to carry concealed weapons.

"The educated class believes in global warming," Brooks notes. But ordinary Americans have been noticing that temperatures have not been rising in the last decade as climate scientists' models predicted, and they may have noticed those Climategate e-mails that show how climate scientists have been jiggering the statistics and suppressing opposing views.

On these issues the educated class is faith-based and the ordinary Americans who increasingly reject their views are fact-based, just as the Obama enthusiasts are motivated by style and the tea partiers by substance.

As the educated class bitterly clings to its contempt for the increasing numbers not enlightened enough to share its views, other Americans have noticed, even in the liberal heartland of Massachusetts, where Republican Scott Brown seems on the brink of an upset victory in the special Senate election next Tuesday. That would have reverberations for the educated class an awful lot like that tea party back in 1773.

Michael Barone is senior political analyst for The Washington Examiner.


Read more: http://www.nypost.com/p/news/opinion/opedcolumnists/obama_lovers_vs_the_tea_party_crew_QzipWUNuuODqHKXuz3zzbO#ixzz0ccM5eY3L

Wednesday, January 13, 2010

Is Bono the Most Popular Man in the World?

What should we make of Bono, who uses his immense platform to highlight social justice issues? Is he a hero or a hypocrite?

The money results are in from Pollstar, the concert industry tracking publication, about the financial success of bands touring the United States in 2009. And the numbers are mind-boggling. In just 20 days, U2, led by the compelling front man and world-wide personality brand Bono, brought in $123 million at the box office, selling 1.3 million tickets in huge stadiums in just 16 cities. So each night, the U2 360° concert raked in an average of $7.7 million. If you do the math, that works out to about $95 a ticket (of course, that's before the massive reselling and scalping).

The U.S. tour was but one piece of a larger "360-degrees" global tour that will continue well into 2010, and will likely surpass the $389 million that U2 raked in from its 2005-2007 Vertigo tour, which is second only to the Rolling Stones' "A Bigger Bang" trek. Billboard reports that U2 "toured Europe in July and August, the U.S. in September and October for a total of 40-45 shows this year." There are plans for "more stadiums in America in June and July next year, then August and September in Europe. The trek then tentatively will hit South America in the fall of 2010, for potentially as many as 90-100 shows over the next two years."

Bono and U2 blew other U.S. touring groups out of the water. Theirs was the only tour going over the $100 million mark, as concert revenue increased across the board, despite the recession. It seems that no matter what, music fans will find the dough to hear live music. Second on the Pollstar list was Bruce Springsteen and the E. Street band, which took in almost $95 million, but that was in 58 shows, under $2 million a show compared to the $7.7 mil for U2. Third, if you really want to know, was the irresistible combo of Billy Joel and Elton John, grossing $88 million; the Piano Man meets "Candles in the Wind."

Is there any other human being/band who could attract the kind of attention and money in the U.S. as Bono and U2 did over such a short period of time? The only possibility that comes to mind is the Pope, who of course draws huge crowds to stadiums in his very infrequent visits to the States.

Of course, those people can see the Pope for free. Could the Pope fill 82,000-seat stadiums at almost $100 a head and often much more? I doubt it. But we'll probably never find out, since it would be un-Popelike to charge big bucks.

So, absent any other competitive nominees, I have to conclude that Bono and his three U2 cohorts sit at the pinnacle of global visibility and popularity. Since the Bono brand is wrapped up in political and social messaging, what does U2's popularity mean? Does it translate to the ability to exercise power and create change? What is the relationship between fame and influence? Needless to say, I don't have the answers to those questions, which will be debated for a long time.

On the Front Lines


Thanks to my friend Erin, I was fortunate to see U2 in action at the ancient Rose Bowl in Pasadena, California, in late October and even to be front-row in the stands (a real privilege, I know, and I am humble). I felt the awe of the spectacle. I loved hearing many classic U2 songs. And the show was impressive -- by far the most ambitious construction of a rock concert site, with giant screens and stage innovations designed to blow one's mind. As noted on the band's Web site, "With a cylindrical video system of interlocking LED panels, and a steel structure rising 150 feet from the floor over a massive stage with rotating bridges, the band has truly created a intimate 360 experience for concert goers." The whole shebang reportedly required 200 trucks and some 330 people to construct, and presumably a lot of those millions of dollars were paid out in expenses to produce the monster. Bono probably had more success in putting Americans to work than the TARP funds. But the sheer enormity of the thing also made U2 vulnerable to criticism ... more about that in a second.

The most moving portion of the concert was near the end, when a gaggle of Amnesty International volunteers came onto the stage in a long processional, each holding a mask of Aung San Suu Kyi, the long-imprisoned leader of Burma. The procession was accompanied by a stirring video and exhortations from Bono himself. Freeing Aung San Suu Kyi has been one of U2 and Amnesty's major causes, positioning them at the forefront of international politics while at the same time sadly underscoring their political impotence.

Aung San Suu Kyi has been under house arrest for 19 years, with no end in sight. As Bono says, "Her crime is that if she were to participate in elections, she'd win ... We must not stand by as she is silenced again. Now is the time for the UN and the entire international community to speak with one voice: Free Aung San Suu Kyi." But despite the spotlight shone by Bono, Burma's oppressive regime doesn't seem to be budging. The awareness of many millions of concertgoers has not changed the reality in Burma. True, ridding the world of the brutal military junta is not an easy problem to solve. And not a goal the U.S. has been successful at either, although there is some question as to how hard our government has tried, given China's close relationship with Burma and need for its energy resources.

As for the concert's extravagance, as AlterNet's Vanessa Richmond wrote, "Ironically, U2 is outspoken about their commitment to the environment, but carbon output of their tour this year is far bigger even than Madonna's high-maintenance carbon-heavy tour. U2's carbon emissions will equal that of 90,000 people flying from Dublin to London, and are equivalent of the waste created by 6,500 average British or Irish people in an entire year (equal to leaving a standard 100 watt light bulb on for 159,000 years). To offset this year's carbon emissions, U2 would need to plant 20,118 trees." Before the tour began, "Live Nation, the producers of the U2 360° Tour, confirmed their commitment to producing the largest concert tour in history in an environmentally responsible manner with a goal of balancing the tour's direct carbon footprint through a comprehensive reduction and offset strategy."

I wonder if they are going to plant those 20,118 trees?

U2 has also been criticized for their decision several years back to move their assets to the Netherlands in order to take advantage of the country's lower tax rates; it seemed Bono, a longtime anti-poverty advocate, preferred a more regressive system of taxation when it came to the band's own earnings.

More recently, Bono drew the ire of net neutrality activists with an op-ed that slammed file-sharing and seemed to suggest online content should be policed. Blogger Cory Doctorow had this to say in response, according to BBC News: "If only greed and ignorance could sequester carbon, Bono could FINALLY save the planet."

So in the end what do we make of Bono? He continues his strong alliance with Amnesty International, while his ability to converse with and in some cases convince world leaders to shift policy (on Third World debt for example) is widely recognized ... and publicized. On the other hand, as the London Times noted in 2007, Naomi Klein, "the poster girl of the anti-globalization movement," attacked "the Bono-isation of protests ... which has reduced discussion to a much safer terrain." Klein called Bono's Make Poverty History campaign "the stadium rock model of protest -- there's celebrities and then there's spectators waving their bracelets. It's less dangerous and less powerful [than grassroots street demonstrations]."

Klein has a point. People talking, reading and thinking about change are not as productive as people actually creating change. On the other hand, I don't come to bury Bono. When all is said and done, I'd rather have him up there exhorting the crowd than Mick Jagger or Dave Matthews, for that matter. In the end, Bono is probably a positive force. The more educated and aware people are, the more chance there is for change. U2 makes so many people feel happy and positive -- even those in the nosebleed section, the uncomfortable but still pricey seats at the top of the stadium. That is no small thing in this period of high unemployment, underwater mortgages and onerous student loans.

Elvis Costello w/ Bono, Edge

Sunday, January 10, 2010

The Carter Syndrome

http://www.foreignpolicy.com/images/091222_177_toc_cover.jpg

Barack Obama might yet revolutionize America's foreign policy. But if he can't reconcile his inner Thomas Jefferson with his inner Woodrow Wilson, the 44th president could end up like No. 39.

BY WALTER RUSSELL MEAD | JANUARY/FEBRUARY 2010

Neither a cold-blooded realist nor a bleeding-heart idealist, Barack Obama has a split personality when it comes to foreign policy. So do most U.S. presidents, of course, and the ideas that inspire this one have a long history at the core of the American political tradition. In the past, such ideas have served the country well. But the conflicting impulses influencing how this young leader thinks about the world threaten to tear his presidency apart -- and, in the worst scenario, turn him into a new Jimmy Carter.

Obama's long deliberation over the war in Afghanistan is a case study in presidential schizophrenia: After 94 days of internal discussion and debate, he ended up splitting the difference -- rushing in more troops as his generals wanted, while calling for their departure to begin in July 2011 as his liberal base demanded. It was a sober compromise that suggests a man struggling to reconcile his worldview with the weight of inherited problems. Like many of his predecessors, Obama is not only buffeted by strong political headwinds, but also pulled in opposing directions by two of the major schools of thought that have guided American foreign-policy debates since colonial times.


In general, U.S. presidents see the world through the eyes of four giants: Alexander Hamilton, Woodrow Wilson, Thomas Jefferson, and Andrew Jackson. Hamiltonians share the first Treasury secretary's belief that a strong national government and a strong military should pursue a realist global policy and that the government can and should promote economic development and the interests of American business at home and abroad. Wilsonians agree with Hamiltonians on the need for a global foreign policy, but see the promotion of democracy and human rights as the core elements of American grand strategy. Jeffersonians dissent from this globalist consensus; they want the United States to minimize its commitments and, as much as possible, dismantle the national-security state. Jacksonians are today's Fox News watchers. They are populists suspicious of Hamiltonian business links, Wilsonian do-gooding, and Jeffersonian weakness.

Moderate Republicans tend to be Hamiltonians. Move right toward the Sarah Palin range of the party and the Jacksonian influence grows. Centrist Democrats tend to be interventionist-minded Wilsonians, while on the left and the dovish side they are increasingly Jeffersonian, more interested in improving American democracy at home than exporting it abroad.

Some presidents build coalitions; others stay close to one favorite school. As the Cold War ended, George H.W. Bush's administration steered a largely Hamiltonian course, and many of those Hamiltonians later dissented from his son's war in Iraq. Bill Clinton's administration in the 1990s mixed Hamiltonian and Wilsonian tendencies. This dichotomy resulted in bitter administration infighting when those ideologies came into conflict -- over humanitarian interventions in the Balkans and Rwanda, for example, and again over the relative weight to be given to human rights and trade in U.S. relations with China.

More recently, George W. Bush's presidency was defined by an effort to bring Jacksonians and Wilsonians into a coalition; the political failure of Bush's ambitious approach created the context that made the Obama presidency possible.

Sept. 11, 2001, was one of those rare and electrifying moments that waken Jacksonian America and focus its attention on the international arena. The U.S. homeland was not only under attack, it was under attack by an international conspiracy of terrorists who engaged in what Jacksonians consider dishonorable warfare: targeting civilians. Jacksonian attitudes toward war were shaped by generations of conflict with Native American peoples across the United States and before that by centuries of border conflict in England, Scotland, and Ireland. Against "honorable" enemies who observe the laws of war, one is obliged to fight fair; those who disregard the rules must be hunted down and killed, regardless of technical niceties.

When the United States is attacked, Jacksonians demand action; they leave strategy to the national leadership. But Bush's tough-minded Jacksonian response to 9/11 -- invading Afghanistan and toppling the Taliban government that gave safe haven to the plotters -- gave way to what appeared to be Wilsonian meddling in Iraq. Originally, Bush's argument for overthrowing Saddam Hussein rested on two charges that resonated powerfully with Jacksonians: Hussein was building weapons of mass destruction, and he had close links with al Qaeda. But the war dragged on, and as Hussein's fabled hoards of WMD failed to appear and the links between Iraq and al Qaeda failed to emerge, Bush shifted to a Wilsonian rationale. This was no longer a war of defense against a pending threat or a war of retaliation; it was a war to establish democracy, first in Iraq and then throughout the region. Nation-building and democracy-spreading became the cornerstones of the administration's Middle East policy.

Bush could not have developed a strategy better calculated to dissolve his political support at home. Jacksonians historically have little sympathy for expensive and risky democracy-promoting ventures abroad. They generally opposed the humanitarian interventions in Somalia, Bosnia, and Haiti during the Clinton years; they did not and do not think American young people should die and American treasure should be scattered to spread democracy or protect human rights overseas. Paradoxically, Jacksonians also opposed "cut and run" options to end the war in Iraq even as they lost faith in both Bush and the Republican Party; they don't like wars for democracy, but they also don't want to see the United States lose once troops and the national honor have been committed. In Bush's last year in office, a standoff ensued: The Democratic congressional majorities were powerless to force change in his Iraq strategy and Bush remained free to increase U.S. troop levels, yet the war itself and Bush's rationale for it remained deeply unpopular.

Enter Obama. An early and consistent opponent of the Iraq war, Obama was able to bring together the elements of the Democratic Party's foreign-policy base who were most profoundly opposed to (and horrified by) Bush's policy. Obama made opposition to the Iraq war a centerpiece of his eloquent campaign, drawing on arguments that echoed U.S. anti-war movements all the way back to Henry David Thoreau's opposition to the Mexican-American War.
Like Carter in the 1970s, Obama comes from the old-fashioned Jeffersonian wing of the Democratic Party, and the strategic goal of his foreign policy is to reduce America's costs and risks overseas by limiting U.S. commitments wherever possible. He's a believer in the notion that the United States can best spread democracy and support peace by becoming an example of democracy at home and moderation abroad. More than this, Jeffersonians such as Obama think oversize commitments abroad undermine American democracy at home. Large military budgets divert resources from pressing domestic needs; close association with corrupt and tyrannical foreign regimes involves the United States in dirty and cynical alliances; the swelling national-security state threatens civil liberties and leads to powerful pro-war, pro-engagement lobbies among corporations nourished on grossly swollen federal defense budgets.

While Bush argued that the only possible response to the 9/11 attacks was to deepen America's military and political commitments in the Middle East, Obama initially sought to enhance America's security by reducing those commitments and toning down aspects of U.S. Middle East policy, such as support for Israel, that foment hostility and suspicion in the region. He seeks to pull U.S. power back from the borderlands of Russia, reducing the risk of conflict with Moscow. In Latin America, he has so far behaved with scrupulous caution and, clearly, is hoping to normalize relations with Cuba while avoiding collisions with the "Bolivarian" states of Venezuela, Ecuador, and Bolivia.

Obama seeks a quiet world in order to focus his efforts on domestic reform -- and to create conditions that would allow him to dismantle some of the national-security state inherited from the Cold War and given new life and vigor after 9/11. Preferring disarmament agreements to military buildups and hoping to substitute regional balance-of-power arrangements for massive unilateral U.S. force commitments all over the globe, the president wishes ultimately for an orderly world in which burdens are shared and the military power of the United States is a less prominent feature on the international scene.

While Wilsonians believe that no lasting stability is possible in a world filled with dictatorships, Jeffersonians like Obama argue that even bad regimes can be orderly international citizens if the incentives are properly aligned. Syria and Iran don't need to become democratic states for the United States to reach long-term, mutually beneficial arrangements with them. And it is North Korea's policies, not the character of its regime, that pose a threat to the Pacific region.

At this strategic level, Obama's foreign policy looks a little bit like that of Richard Nixon and Henry Kissinger. In Afghanistan and Iraq, he hopes to extract U.S. forces from costly wars by the contemporary equivalent of the "Vietnamization" policy of the Nixon years. He looks to achieve an opening with Iran comparable to Nixon's rapprochement with communist China. Just as Nixon established a constructive relationship with China despite the radical "Red Guard" domestic policies Chinese leader Mao Zedong was pursuing at the time, Obama does not see ideological conflict as necessarily leading to poor strategic relations between the United States and the Islamic Republic. Just as Nixon and Kissinger sought to divert international attention from their retreat in Indochina by razzle-dazzle global diplomacy that placed Washington at the center of world politics even as it reduced its force posture, so too the Obama administration hopes to use the president's global popularity to cover a strategic withdrawal from the exposed position in the Middle East that it inherited from the Bush administration.

This is both an ambitious and an attractive vision. Success would reduce the level of international tension even as the United States scales back its commitments. The United States would remain, by far, the dominant military power in the world, but it would sustain this role with significantly fewer demands on its resources and less danger of war.

Yet as Obama is already discovering, any president attempting such a Jeffersonian grand strategy in the 21st century faces many challenges. In the 19th-century heyday of Jeffersonian foreign policy in American politics, it was easier for U.S. presidents to limit the country's commitments. Britain played a global role similar to that of the United States today, providing a stable security environment and promoting international trade and investment. Cruising as a free rider in the British world system allowed Americans to reap the benefits of Britain's world order without paying its costs.

As British power waned in the 20th century, Americans faced starker choices. With the British Empire no longer able to provide political and economic security worldwide, the United States had to choose between replacing Britain as the linchpin of world order with all the headaches that entailed or going about its business in a disorderly world. In the 1920s and 1930s, Americans gave this latter course a try; the rapid-fire series of catastrophes -- the Great Depression, World War II, Stalin's bid for Eurasian hegemony -- convinced virtually all policymakers that the first course, risky and expensive as it proved, was the lesser of the two evils.

Indeed, during Franklin D. Roosevelt's first two terms, the United States pursued essentially Jeffersonian policies in Europe and Asia, avoiding confrontations with Germany and Japan. The result was the bloodiest war in world history, not a stable condominium of satisfied powers. Since that time, Jeffersonians have had to come to terms with the vast set of interlocking political, economic, and military commitments that bind the United States to its role in the postwar era. Jeffersonian instincts call for pruning these commitments back, but it is not always easy to know where to cut.

The other schools are generally skeptical about reducing American commitments. Wilsonians interpret Jeffersonian restraint as moral cowardice. Why, they ask, did Obama refuse to meet the sainted Dalai Lama on his way to kowtow to the dictators in Beijing? Jacksonians think it is cowardice pure and simple. And why not stand up to Iran? Hamiltonians may agree with Jeffersonian restraint in particular cases -- they don't want to occupy Darfur either -- but sooner or later they attack Jeffersonians for failing to develop and project sufficient American power in a dangerous world. Moreover, Hamiltonians generally favor free trade and a strong dollar policy; in current circumstances Hamiltonians are also pushing fiscal restraint. Obama will not willingly move far or fast enough to keep them happy.

The widespread criticism of Obama's extended Afghanistan deliberations is a case in point. To a Jeffersonian president, war is a grave matter and such an undesirable course that it should only be entered into with the greatest deliberation and caution; war is truly a last resort, and the costs of rash commitments are more troubling than the costs of debate and delay. Hamiltonians would be more concerned with executing the decision swiftly and with hiding from other powers any impression of division among American counsels. But Obama found harsh critics on all sides: Wilsonians recoiled from the evident willingness of the president to abandon human rights or political objectives to settle the war. Jacksonians did not understand what, other than cowardice or "dithering," could account for his reluctance to support the professional military recommendation. And the most purist of the Jeffersonians -- neoisolationists on both left and right -- turned on Obama as a sellout. Jeffersonian foreign policy is no bed of roses.

In recent history, Jeffersonian foreign policy has often faced attacks from all the other schools of thought. Kissinger's policy of détente was blasted on the right by conservative Republicans who wanted a stronger stand against communism and on the left by human rights Democrats who hated the cynical regional alliances the Nixon Doctrine involved (with the shah of Iran, for example). Carter faced many of the same problems, and the image of weakness and indecision that helped doom his 1980 run for re-election is a perennial problem for Jeffersonian presidents. Obama will have to leap over these hurdles now, too.

It is not only Americans who will challenge the new American foreign policy. Will Russia and Iran respond to Obama's conciliatory approach with reciprocal concessions -- or, emboldened by what they interpret as American weakness and faltering willpower, will they keep pushing forward? Will the president's outreach to the moderate majority of Muslims around the world open an era of better understanding, or will the violent minority launch new attacks that undercut the president's standing at home? Will the president's inability to deliver all the Israeli concessions Arabs would like erode his credibility and contribute to even deeper levels of cynicism and alienation across the Middle East? Can the president execute an orderly reduction in the U.S. military stake in Iraq and Afghanistan without having hostile forces fill the power vacuum? Will Venezuelan leader Hugo Chávez be so impressed with American restraint under Obama that he moderates his own course and ceases to make anti Yanquismo a pillar of his domestic and international policy? Will other countries heed the president's call to assume more international responsibility as the United States reduces its commitments -- or will they fail to fulfill their obligations as stakeholders in the international system?

A Jeffersonian policy of restraint and withdrawal requires cooperation from many other countries, but the prospect of a lower American profile may make others less, rather than more, willing to help the United States.

There is an additional political problem for this president, one that he shares with Carter. In both cases, their basic Jeffersonian approach was balanced in part by a strong attraction to idealistic Wilsonian values and their position at the head of a Democratic Party with a distinct Wilsonian streak. A pure Jeffersonian wants to conserve the shining exceptionalism of the American democratic experience and believes that American values are rooted in U.S. history and culture and are therefore not easily exportable.

For this president, that is too narrow a view. Like Abraham Lincoln, Woodrow Wilson, and Martin Luther King Jr., Barack Obama doesn't just love the United States for what it is. He loves what it should -- and can -- be. Leadership is not the art of preserving a largely achieved democratic project; governing is the art of pushing the United States farther down the road toward the still-distant goal of fulfilling its mission and destiny.

Obama may well believe what he said in his inaugural speech -- "we reject as false the choice between our safety and our ideals" -- but as any president must he is already making exactly those tradeoffs. Why else refuse to meet the Dalai Lama? Why else pledge support to the corrupt regime of President Hamid Karzai in Afghanistan or aid Pakistan despite the dismal track record of both the civil and military arms of the Pakistani government when it comes to transparent use of U.S. resources? Did the administration not renew its efforts to build a relationship with the regime in Tehran even as peaceful democratic protesters were being tortured and raped in its jails? Is Obama not taking "incentives" to Khartoum, a regime that has for more than a decade pursued a policy in Darfur that the U.S. government has labeled genocidal?

It is hard to reconcile the transcendent Wilsonian vision of America's future with a foreign policy based on dirty compromises with nasty regimes. If the government should use its power and resources to help the poor and the victims of injustice at home, shouldn't it do something when people overseas face extreme injustice and extreme peril? The Obama administration cannot easily abandon a human rights agenda abroad. The contradiction between the sober and limited realism of the Jeffersonian worldview and the expansive, transformative Wilsonian agenda is likely to haunt this administration as it haunted Carter's, most fatefully when he rejected calls to let the shah of Iran launch a brutal crackdown to remain in power. Already the Wilsonians in Obama's camp are muttering darkly about his failure to swiftly close the Guantánamo prison camp, his fondness for government secrecy, his halfhearted support for investigating abuses of the past administration, and his failure to push harder for a cap-and-trade bill before the Copenhagen summit.

Over time, these rumblings of discontent will grow, and history will continue to throw curveballs at him. Can this president live with himself if he fails to prevent a new round of genocide in the Great Lakes region of Africa? Can he wage humanitarian war if all else fails? Can he make these tough decisions quickly and confidently when his closest advisors and his political base are deeply and hopelessly at odds?

The Jeffersonian concern with managing America's foreign policy at the lowest possible level of risk has in the past helped presidents develop effective grand strategies, such as George Kennan's early Cold War idea of containment and the early 19th-century Monroe Doctrine. If successful, Obama's restructuring of American foreign policy would be as influential as these classic strategic designs.

Recent decades, however, have seen diminishing Jeffersonian influence in U.S. foreign policy. Americans today perceive problems all over the world; the Jeffersonian response often strikes people as too passive. Kennan's modest form of containment quickly lost ground to Dean Acheson's more muscular and militarized approach of responding to Soviet pressure by building up U.S. and allied forces in Europe and Asia. The Nixon-Kissinger policy of détente was repudiated by both the Republican and Democratic parties. Carter came into the White House hoping to end the Cold War, but by the end of his tenure he was supporting the resistance to the Soviet occupation of Afghanistan, increasing the defense budget, and laying the groundwork for an expanded U.S. presence in the Middle East.

In the 21st century, American presidents have a new set of questions to consider. The nature of the international system and the place of the United States in it will have to be rethought as new powers rise, old ones continue to fade, and attention shifts from the Atlantic to the Pacific. The rapid technological development that is the hallmark of our era will reshape global society at a pace that challenges the ability of every country in the world to manage cascading, accelerating change.

With great dignity and courage, Obama has embarked on a difficult and uncertain journey. The odds, I fear, are not in his favor, and it is not yet clear that his intuitions and instincts amount to the kind of grand design that statesmen like John Quincy Adams and Henry Kissinger produced in the past. But there can be no doubt that American foreign policy requires major rethinking.

At their best, Jeffersonians provide a necessary element of caution and restraint in U.S. foreign policy, preventing what historian Paul Kennedy calls "imperial overstretch" by ensuring that America's ends are proportionate to its means. We need this vision today more than ever: If Obama's foreign policy collapses -- whether sunk by Afghanistan or conflicts not yet foreseen -- into the incoherence and reversals that ultimately marked Carter's well-meaning but flawed approach, it will be even more difficult for future presidents to chart a prudent and cautious course through the rough seas ahead.

Walter Russell Mead is Henry A. Kissinger senior fellow at the Council on Foreign Relations and author of Special Providence: American Foreign Policy and How It Changed the World. He blogs at The American Interest