The current civil war and use of chemical weapons in Syria is destroying the lives of millions in that country. With deaths from the conflict estimated at over 100,000 and an estimated 7 million people in need of aid, it is a humanitarian disaster across the region.
But alongside the actual fighting there is an equally hard fought war going on for the hearts and minds of the rest of the world, including voters, MPs, senators and governments. Western citizens and legislators are worried about being dragged into the worsening situation in Syria through military action, despite widespread abhorrence of the use of chemical weapons on civilians and children, leading to indecision on next steps.
This has triggered a media offensive, with all sides using the power of public relations to jockey for position:
- Bashar Al Asad has appeared on CBS and PBS in the US, defending his actions and denying responsibility for the use of chemical weapons
- Barack Obama appealed to the American people through a series of TV interviews as well as a direct address calling on Congress to support his stance
- Francois Holland sought to elbow Britain from its position as the US’s most trusted ally, hawkishly supporting military action in Syria
- Vladimir Putin put his point of view to the US and world media through a comment piece published in the New York Times, setting out his plan for independent decommissioning of Syrian chemical weapons.
Whatever your views on culpability, the winners from this PR battle have been the Syrian regime and the Russian government. By coming up with an alternative proposal to military action (dismantling Syria’s chemical weapons), Vladimir Putin has moved the debate on and surprised the US government’s PR machine. Using the global media cleverly he’s been able to exploit widespread worries about the consequences of war and change the direction of discussions. A combination of message and media has essentially delivered the PR success that has met his objectives.
If diplomacy is a continuation of war by other means, then PR is demonstrating that it is a vital general in the ranks – whether you believe it is used for the right or wrong reasons.