Opinion: Leader - Deep pitfalls loom in Iraq PR campaign

In terms of the scale of ambition and the depth of pitfalls, Bell Pottinger's account win from Iraq's Coalition Provisional Authority is among the more interesting pieces of new business we will report this year.

It is almost exactly a year since the war in Iraq, and the military and the humanitarian problems besetting the country seem as acute as ever. With the long-term goal of building a stable democracy in the region, the communications problems facing the Authority pose an additional burden.

For a start, there is a pressing requirement to build goodwill among a population that while relieved to see the back of Saddam Hussein, is independent-minded enough to render it difficult for an orthodox western PR push to make much progress.

The systems being introduced - of democratic elections on a western model - are new to the country and therefore alien, but to succeed, it is crucial that those standing and voting in the elections feel they have ownership of the process. It is not yet clear how this will be achieved, and when the initial joy at climbing aboard the US-funded gravy train has worn off, this problem will remain.

BBC: an unlikely winner from Hutton?

The BBC took a disproportionate beating from the Hutton Report, and will be pleased to see that, according to a survey by tickbox.net for PRWeek, the public remains stubbornly respectful of it.

Those within the corporation orchestrating the licence fee renewal campaign will be disappointed to discover that a consensus seems to be emerging on a new funding formula based on ad revenue.

But much of the soul-searching by BBC staff over recent weeks seems unnecessary - with 90 per cent of the population rating the BBC's news as either good or excellent. In terms of the long-term winners from Hutton, this is amazing; the idea that a similar approval rating might attach to the Government is somewhere between unlikely and laughable.

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