Let's not be hypocritical here. Do you know President Bush created a Public Diplomacy undersectretary position at State Department? If it's ok for us to do, should we criticize others for doing the same?
"U.S. engagement in the world and the Department of State's engagement of the American public are indispensable to the conduct of foreign policy. The Under Secretary for Public Diplomacy and Public Affairs, Karen Hughes, is laying the foundation for public diplomacy for the long term by implementing a comprehensive strategy based on three strategic objectives:
Offer people throughout the world a positive vision of hope and opportunity that is rooted in America's belief in freedom, justice, opportunity and respect for all
Isolate and marginalize the violent extremists; confront their ideology of tyranny and hate. Undermine their efforts to portray the west as in conflict with Islam by empowering mainstream voices and demonstrating respect for Muslim cultures and contributions
Foster a sense of common interests and common values between Americans and people of different countries, cultures and faiths throughout the world."
The basline mission of this office is to improve the public image of the US in the world.
http://www.state.gov/r/
You cannot blame them for trying to improve their image. But allying with Sudan, Iran, North, Venezuela, Syria, seemingly supporting North Korea, the war crimes in Chechnya, the journalists dying, the Russian weapons in terrorist hands, etc might be why they need to work on their image. They might have a bad image for a very good reason.