Suggests Government Ads to Promote National Values

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WASHINGTON ( -- Charlotte Beers, whose confirmation as the U.S. State Department's assistant secretary on public diplomacy has taken months, is on track to be confirmed by week's end.

The Senate Foreign Relations Committee, moving to speed approval for remaining State Department nominees including Ms. Beers, held an unusual Monday hearing.

Promote national values
At the hearing, the former J. Walter Thompson, Ogilvy & Mather and Euro RSCG Tatham executive, making her first public comments since the nomination, said she would like to see the State Department move from communicating America's policies to opinion leaders to expressing the nation's values and emotions to the people of other countries.

"I would like to see us broaden the channels of distribution. We do so much to reach the elite. We have to take the message down to a broader and younger population," she said.

In answer to a senator's question, she also said that one of the differences between corporate advertising and the government is "there are a lot fewer initials in advertising."

Ms. Beers was nominated by President Bush in March.

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