A quiet word to loud Americans

The reputation of the ugly American abroad is not just some cruel stereotype. Rather, says the United States Government, it is worryingly accurate.

Now the State Department in Washington has joined forces with US industry to plan an image makeover by issuing guides on how to behave for Americans traveling overseas.

Under a program starting next month, several big US companies will give employees going abroad a "world citizen's guide" featuring 16 etiquette tips on how they can help improve their country's battered international image.

Business for Diplomatic Action, a non-profit group funded by large US companies, has met State Department officials to discuss issuing the guide with every newly issued American passport. The guide offers a series of "simple suggestions" under the slogan, "Help your country while you travel for your company".

The guide advises Americans to not just talk but to listen; to discuss and argue but not to be didactic, and not to foist a US world view on others.

The head of Business for Diplomatic Action, Keith Reinhard, said: "Surveys consistently show that Americans are viewed as arrogant, insensitive, over-materialistic and ignorant about local values. That, in short, is the image of the ugly American abroad and we want to change it."

Think as big as you like but talk and act smaller.  In many countries, any form of boasting is considered very rude. Talking about wealth, power or status - corporate or personal - can create resentment.

Listen at least as much as you talk By all means, talk about America and your life in our country. But also ask people you're visiting about themselves and their way of life.

Save the lectures for your kids.  Whatever your subject of discussion, let it be a discussion not a lecture. Justified or not, the US is seen as imposing its will on the world.

Think a little locally.  Try to find a few topics that are important in the local popular culture. Remember, most people in the world have little or no interest in the World Series or the Super Bowl.  What we call "soccer" is football everywhere else. And it's the most popular sport on the planet.

Slow down.  We talk fast, eat fast, move fast, live fast. Many cultures do not.

Speak lower and slower.  A loud voice is often perceived as bragging.  A fast talker can be seen as aggressive.

Your religion is your religion and not necessarily theirs.  Religion is usually considered deeply personal, not a subject for public discussions.