It’s generally not a good feeling when your government is known for its frivolous spending. It’s an even worse feeling when you see the details: one million for road signs touting stimulus funds at work in Ohio, two million for a water taxi to Pleasure Beach, CA. Did you know the government spends $10 million annually for an international music troupe? Before everyone gets up in arms about government waste and whatnot, let’s look at the rationale.

The Rhythm Road, as it’s called, travels to over forty countries to spread American music. It’s all done in the name of changing perceptions with the hope that American music is a reason to hate the United States a little bit less. But how do we know if it’s effective? You might guess that this isn’t the easiest campaign to measure, but since its inception in the 50s, the program has seen some success.

The United States government, like any big business, faces an uphill battle when it comes to PR. The smallest blemishes can easily become fuel for hatred. Is it realistic to think that a music program can change perceptions that much? Like any marketing, if it’s done correctly it can change opinions. Maybe the government should invest in a marketing campaign instead of a PR stunt, whose only message is “Oh, you like this song? See, we aren’t so bad.”

The success of any public relations crusade hinges on a clear plan and rational objectives. At the moment, the United States has a clever idea, but lacks a real strategy or achievable goals. Without such, the high cost can’t be fully reasoned…it’s like buying all the materials to build a house but never starting construction.

Once a plan is in place, it could do wonders for how outsiders perceive the United States. Until then, it’s on the semi-frivolous spending list.

Is this an idle expense or money well spent? What band should headline this tour?

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