Wednesday, December 13, 2006

Content and package

I think there is a fundamental PR concept that Aoun and Nassrallah failed to grasp in their latest speeches: packaging is very important, and some even say that it is as important as the content. In this case, packaging is tone of voice, makeup, setting, lighting and the clothes! And the content is the message and the intended effect.

Nassrallah in his last speech was visibly angry, tensed and at some points even screaming. Meanwhile, the content of his speech was mellow and he tried to make several overtures, stressing his forgiveness of all past offenses and betrayals. Even professing his willingness to share power with those he called traitors. However, all of these overtures were overshadowed by his visible anger, quivering tone and screaming bouts.

On the other hand, Aoun came out on TV with a serious steady tone and even tried to threaten Siniora and warned of a possible invasion of the Saray. However, Aoun was wearing a puffy orange sweater over an orange shirt, with an orange baseball cap. I could not help it; I exploded in laughs and could not stop my self, and did not take anything he said seriously.

In the end, the content of a speech is very important but if it is presented in the wrong package then it will fail to deliver the intended effect and the message will be lost.
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