(This week, PR News editors Phil Hall and Courtney Barnes question a new PR initiative regarding Voice of America braodcasts aimed at Iran.)
PHIL: No one will ever accuse the Bush Administration of being subtle when it comes to PR, but its latest endeavor is a doozy: $75 million for a propaganda program
designed to "advance democracy in Iran." Much of this effort will involve increasing the Voice of America's Farsi-language programming from its current one hour to four
hours. Huh? Granted that Iran is the proverbial loose cannon, but this misguided PR strategy won't make a dent against the reign of those mad mullahs in Tehran.
COURTNEY: It's also worth noting that the Washington Post article that announced the $75 million program also brought attention to how "the botched intelligence
on Saddam Hussein's weapons has left a credibility challenge in convincing the public and the world that the administration is right this time about Iran." Thus, the Bush
Administration - and its communications team - is starting in the hole and must work their way out. The situation highlights the trust issues that go hand in hand with the Middle
East conflicts - not to mention with PR. Plus, what will the ROI be for the VOA broadcasting? And is there any way to more effectively send the right message without inflaming
tempers?
PHIL: Let me go out on a limb by stating perhaps it is time to pull the plug on the VOA and that other outdated federal communications vehicle, the U.S. Information
Agency. During the Cold War, those agencies may have helped our PR fight against the Commies. But in today's environment of satellite television and Internet access, they're
as cutting edge as a telegraph. When the administration talks about upping the hours of the VOA's Farsi-language broadcasting, it is easy to think Ike and Mamie were still in the
White House. C'mon, it's 2006 - let's have a PR strategy that belongs in 2006.
COURTNEY: Maybe the best way to do this is by following in the footsteps of those who do it best - and, while it's easy to criticize the federal government, there are PR
success stories. Take the National Institutes of Health and the Equal Employment Opportunity Commission, which consistently put out clear, concise, non-
inflammatory, nonpartisan messaging without an ounce of pretense. Or the Federal Consumer Information Center, which earns PR points with its stylish and entertaining PSAs
on a wide range of topics. Granted, the State Department has a much more complex job to do; but it's lessons like these that prove good PR in the federal realm isn't
impossible.
PHIL: That's why the average Iranian will probably tune out the VOA propaganda while sneaking in the latest "South Park" episode on satellite television - whatever their
faults, the Iranians can tell the difference between unintentional laughs and the real thing.