Public Relations Between the U.S. and Iran

An Interview with Amir Rastegar

Mar 23, 2009

With the election of Barack Obama, what's on the horizon for the U.S., Iran, and public relations?

Obama's video message to the Iranian people on Friday, March 20, 2009, was received mixed reactions. The video is just one example of Obama's new PR strategy with Iran.

An Iranian Perspective: Obama's New Directive Should have Concrete Results

Amir Rastegar, Director of International Affairs at the Arman Public Relations Research Institute, thinks that Obama's election presents an opportunity for the two countries to move forward, but with caution. "I think that there is a positive viewpoint for the improvement of a mutual and friendly relationship between Iran and the U.S. after the election of President Obama," he said. "I think the two countries should use this opportunity in the best way and not tarnish the positive viewpoint with their hasty actions.

"President Obama will open new horizons for making relationships and creating trust between the two countries, if he puts his promises into practice and changes the current dominant political situation," he continued. "The Islamic Republic of Iran was opposed to President Bush`s foreign policies. If these policies are changed and the relationship will rest on the mutual respect, we can be optimistic about the improvement of the relations between Iran and U.S. Iran is now evaluating Obama`s speech and performance. I think that minds are prepared for changing the relationship between the two countries. But real and practical changes depend on Obama`s performance and actions."

Public Relations and Public Opinion Important in Iranian Domestic Politics

But clearly the future of Iran is not solely dependent on U.S. policy. Internal dynamics are even more important. Rastegar asserts that the importance of public relations within Iran should not be underestimated.

"The Presidential election in Iran is strongly affected by public opinion," he said. Ahmadinejad was elected largely because of his promises to improve the domestic economy, promises for which he delivered little. "The present government is criticized for its performance, particularly in the field of economy. President Ahmadinejad`s performance during his remaining tenure plays an important role in his reelection. In the case of President Ahmadinejad`s reelection, the current policies will be strengthened and reinforced."

What is clear is that Iranian politicans are becoming more clued in to PR professionals like Rastegar. "Up to now, governments in Iran had a political viewpoint on public relations, and they selected their PR managers and leaders only on the basis of their dependency to a party, not on the basis of their specialties and skills," he said. "I think that now these officials have become aware of the role of public relations, they pay special attention to this industry."

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