ABSTRACT
Characteristic of the notion of 'soft power' is that it can be practiced by nearly any person or institution at any point where states or peoples intersect. During the Cold War, soft power aimed at rebuilding the devastated societies of Western Europe and Japan, and it was applied in many forms to develop and sustain support for Western alliances. With respect to relations between states, the most salient form in which governments apply soft power is through public diplomacy. The overarching goal of US public diplomacy in Japan has been cementing close relations and underscoring shared values. Perhaps the most difficult facet of public diplomacy is assessing its effectiveness. Obstacles and challenges do exist, some thrown up by the Japanese communications environment and others self-inflicted. In evaluating the resources an embassy has at its disposal for its public diplomacy efforts, one must consider both the mission's total resources and as well as Public Affairs Section's(PAS) own personnel, funds, and infrastructure.
