VZCZCXRO0143
RR RUEHBZ RUEHDU RUEHJO RUEHRN
DE RUEHMR #0642/01 3611059
ZNR UUUUU ZZH
R 271059Z DEC 07
FM AMEMBASSY MASERU
TO RUEHC/SECSTATE WASHDC 3493
INFO RUCNSAD/SADC COLLECTIVE
RUEHMR/AMEMBASSY MASERU 3894

UNCLAS SECTION 01 OF 02 MASERU 000642 
 
SIPDIS 
 
SIPDIS 
 
DEPT ALSO FOR AF/S, IIP/SEG (KARA BREISSINGER) 
 
E.O. 12958: N/A 
TAGS: OIIP KDEM LT
SUBJECT: LESOTHO: SPEAKER PROGRAM EVALUATION - DR. STEVEN LIVINGSTON 
 
REF: BREISSINGER-SMITH E-MAIL (10/19/07) 
 
MASERU 00000642  001.2 OF 002 
 
 
¶1.  SUMMARY:  From December 10-15, Embassy Maseru hosted media 
and public affairs expert Dr. Steven Livingston, a professor of 
Political Communication at George Washington University's School 
of Media and Public Affairs (SMPA), for a series of workshops 
with Government of Lesotho officials, journalists, and civil 
society leaders to plan an overhaul of the GOL's communications 
strategy.  The program came at a timely point in the history of 
Lesotho's media development, as conflict between opposition and 
governing parties coupled with a lack of adequate state 
communication has created suspicions between the government and 
press corps.  As Lesotho's media becomes bolder, the lack of 
sufficient information from the GOL creates a vacuum often 
filled with rumor and inaccuracies.  Throughout his intense, 
highly targeted schedule, Dr. Livingston sought to create a 
working communications strategy to encourage GOL outreach.  We 
rate Dr. Livingston's program highly and recommend him for 
future speaking engagements.  We believe that his program may 
have significant long term benefits for GOL communications 
policy, and thus, communication generally in the mountain 
kingdom.  END SUMMARY. 
 
¶2. Below is Embassy Maseru's official review of Dr. Steven 
Livingston's program: 
 
¶A.  NAME OF SPEAKER AND DATE OF PROGRAM 
 
NAME:  Dr. Steven Livingston, a George Washington University 
professor of Political Communication at the School of Media and 
Public Affairs (SMPA) and the Elliot School of International 
Affairs, as well as a research professor in the Political 
Science Department. 
 
PROGRAM:  Dr. Livingston conducted a program on government 
communication strategy and media tradecraft in Maseru, Lesotho, 
on December 10-15, 2007. 
 
¶B.  BRIEF SUMMARY OF THE TOPICS, VENUES, AND AUDIENCES ADDRESSED 
 
During his five programming days in Lesotho, Embassy Maseru's 
Public Affairs Section (PAS) arranged: 1) consultations for Dr. 
Livingston with editors of leading local newspapers and experts 
on Lesotho's civil rights framework; 2) a two-day communications 
workshop with Government of Lesotho officials; 3) a half-day 
presentation and workshop with the local media; 4) a half-day 
consultation with local civil society and NGO leaders; and 5) 
several media appearances and interviews with working media 
practitioners (see below). 
 
PAS successfully worked with Lesotho's Ministry of 
Communications, other governmental communications and 
information officers, NGOs, and media organizations to allow Dr. 
Livingston access to all major players in Lesotho's information 
and media environment.  His presentations brought modern mass 
communications techniques to Government of Lesotho information 
officers.  The subsequent discussions, attended by the Minister 
of Communications, led to the formulation of a new 
communications strategy document which the Minister will present 
to Lesotho's cabinet. 
 
The strategy includes important concept's from Dr. Livingston's 
presentations, including: 1) the importance of the role of the 
spokespersons at the ministerial level; 2) the necessity of 
timely dissemination of information from government to the 
media; 3) the role of media in a developing democracy; and 4) 
awareness that mutual suspicions between the government and the 
media should be replaced by a productive, though watchful, 
partnership. 
 
Dr. Livingston's sessions were located at: 
 
-- The Public Eye Newspaper Offices.  Public Eye, an independent 
weekly publication, hosted a one-hour media consultation 
(audience: Public Eye Editor and Mopheme Editor) 
 
-- The Central Bank's Lehakoe Club.  The Ministry of 
Communications hosted two and a half days of workshops 
facilitated by Dr. Livingston (Participants/audience: government 
information officers, members of the local press) 
 
-- The U.S. Embassy Maseru Public Diplomacy Room.  PAS hosted 
Dr. Livingston's half-day consultation with civil society 
leaders (audience: NGO's members) 
 
¶C.  AUDIENCE SIZE 
 
Dr. Livingston directly addressed 40 individuals, and reached 
many more through the mass media (see below).  The workshop 
audience numbers were high as anticipated, though attendance by 
media representatives at their half-day session was less that 
expected. 
 
MASERU 00000642  002.2 OF 002 
 
 
 
¶D.  EFFECTIVENESS OF THE SPEAKER IN COMMUNICATION OF INTENDED 
MESSAGES TO TARGET AUDIENCE 
 
Dr. Livingston's time in Lesotho hit the mark precisely - he 
made a strong case directly to high ranking Government of 
Lesotho officials for openness, transparency, and the free flow 
of information in a democratic environment.  Dr. Livingston's 
consultation with newspaper editors was well received, and they 
were very candid in their recommendations.  His entire two-day 
workshop was well received and he addressed critical issues and 
challenges facing both the government and the media and their 
lack of ability to effectively communicate with each other.  He 
advised GOL communications officers regarding the implementation 
of the new media policy and the potential benefits for Lesotho. 
He spoke convincingly on the benefits of "Freedom of Information 
Act" type legislation in an open society. 
 
Dr. Livingston also advised media professionals on the 
importance of acquiring and protecting sources, as well as 
remaining professional and unbiased.  Perhaps most importantly, 
he strongly emphasized the importance of establishing 
spokespersons and greater coordinating messages inside of the 
Government of Lesotho in line with the government's strategic 
communications priorities. 
 
QUALITY OF IIP SUPPORT 
 
Embassy Maseru is greatly appreciative of IIP's support during 
the entirety of this program.  The lines of communication 
between our post and Program Officer Kara Breissinger were open, 
effective, and constant.  As a "PD-light" post with limited 
resources, Embassy Maseru is delighted to have been offered this 
opportunity.  We were in frequent communication with IIP 
regarding Dr. Livingston's schedule, and appreciated IIP's 
arrangement of pre-departure briefings for Dr. Livingston and 
for putting him in touch with Mr. George Tanbur, another recent 
international speaker in Lesotho. 
 
¶F.  IMMEDIATE RESULTS/IMPACT 
 
Dr. Livingston's workshops in Lesotho were not empty talkshops 
or academic discussions.  In partnership with the participants, 
he actually created a communications strategy which has a strong 
possibility of being put into action.  While the full impact of 
his time in Lesotho is not yet possible to judge, if the 
communications strategy is passed through cabinet the impact of 
the program on Lesotho's information environment will be 
undeniable and undeniably positive. 
 
While highlighting the importance of a government media 
communication strategy, the need for adequate and timely 
information dissemination, and good journalistic practices, Dr. 
Livingston's presentations and dialogue directly addressed two 
of Embassy Maseru's Mission Strategic Plan goals: 1) Democratic 
Practices and Systems; and 2) Domestic Understanding of Foreign 
Policy.  This program fulfilled a number of current post 
objectives, including: 1) supporting and assisting the local 
media with training to ensure their professionalism as well as 
impartiality; 2) enhancing the ability of the media to act as an 
independent watchdog; and 3) increasing attention or awareness 
in the media and in public of USG assistance to Lesotho.  Dr. 
Livingston reached out to a group of dedicated and driven 
journalists and government information officers who want to see 
communication between and government media in their nation 
become more professional and transparent. 
 
¶G.  PRESS PLACEMENT REPORTING 
 
Embassy Maseru arranged an interview for Dr. Livingston with 
Ultimate FM, a youth-oriented government-owned radio station. 
The interview was broadcast live on December 13.  Embassy Maseru 
also arranged for Lesotho Television (LTV), the nation's sole 
domestic television station, to capture one of the workshop 
sessions.  We estimate the viewership of LTV at approximately 
30,000.  In addition, the Monitor, a popular local 
English-language newspaper, interviewed Dr. Livingston.  We 
estimate the readership of this publication at approximately 
20,000.  The Government-owned newswire service Lesotho News 
Agency (LENA) and the local dual-language newspaper Lesotho 
Today/Lentsoe la Basotho also attended workshop and may print 
articles on it. 
MURPHY