this is all see the headline. syria's government forces advance on rebel controlled areas near the capital and of the country's longer siege of aleppo that's why washington up the opposition is gains and promises to increase supply. lines angry protesters clashed with police in the u.s. city of dollars hours after and on and amman is gunned down by cops this comes just days after two other men were shot dead by officers in anaheim california prompting at least down on demonstrators that. european car makers have a difficult road ahead as sales plummet across the continent leading to the rules of painful layoffs in front is the symbol of the industry is planning to close one

of its blonds and force over eight thousand people out to work. so the layoff plan is a blow to the french president francois hollande who's struggling to get the economy back on the french advertising group says a long day is likely to disappoint his people as he made election promises he simply can't fulfill and he outlines this and other p.r. flaws by politicians in an interview with that's coming up next. well today we're joined by jacks again he's a renowned name in advertising he's an author of numerous books on the industry and he's also been involved in a number of high profile political campaigns in france and abroad thank you very much for joining us today the first question is you know behind every great political or business leader today lies a skilled practitioner or

a spin doctor and you've been instrumental in a number of political campaigns you've advised there fast there are he's the last socialist president before it was elected that did necessarily share the same world views or values of those you advise especially the politicians. you don't need to be on the same side left or right of the person you're consulting for he must have the admiration of these advertisers in any case they must share the same values this does not mean the same ideology of god i'm very lucky because i am neither right nor left i believe in ideas not ideologies to me the man who in a campaign has the greatest idea and put his country on the move is one that interests me and one i wanted to work with i do not care if he's right or left provided that fundamentally he's a democrat and he wants to lead his country into the future and to be honest three conditions are generally hard to. put but why is it necessary to spend why is it

not possible to just give people all the facts and let them decide for themselves. i don't think the politicians let their communication advisors tell them what they have to do our business is like a microphone we are the amplifiers the conductor the directors of our candidates ideas if a spin doctor wants to do the thinking instead of letting his client express his ideas the spin doctor commits an unforgivable egotistic mistake so our job is to say where where. why and how the environment in which the message is delivered is as important as the message itself marshall mcluhan once said that the medium is the message that's why speech on the steps of the elites a palace for quote is not a speech in a factory. as some spin doctors in the u.s. have defined the truth as two faced and relative now in the words of a renowned spin doctor gianna scanlon he said the truth is often not necessarily solet it can be

a liquid which seems to be true is not necessarily the case when we look at it and we dissect it would take it apart and turn it around it will look at it from a different perspective do you agree with this definition. i think the image of a politician as the brand image the image of a president or a star is only a part of the truth there is always a dark side the more you make fewer shadows remain and the more it works for the future of the star or the president nothing is worse than presenting someone as a statesman and then disappointing people after that person is elected president see is a meeting between a man and his destiny with the people and the destiny of this people if there is a real common expectation and the candidate embodies these expectations in his election is inevitable but what is necessary is the promises made during the campaign have credibility this is why we must always be wary of encrypted promises when nicolas sarkozy said he would increase purchasing power but he made a real communication mistake by francois mitterrand the first came up with the

motto i will be a peaceful force with this slogan people will hold only meter on responsible him whatever the situation is even dramatic he must remain confident with his strength and serenity he remain this way throughout his career he never patrolled his promise of being or peaceful force so when francois loans promises growth someone made the same mistake nicolas sarkozy did alone does not control growth only the european economy. can affect both it's a promise that risks disappointing the french people who would have a state of grace for six months but by twenty thirteen if there is no revival of economic growth which no one really sees coming he will lose his credibility i like that's why i've always preferred the psychological slogans over political slogans of the president of purchasing power of the president of growth for the promises that are dependent on external factors rather than oneself. but as you say there

are several truths when you find that there is a war between different truths and the people promoting them see believe your cure is television that makes an election for years it was the poster campaign that what was written and the pictures used which made the election about back then it was enough to make a good election poster but then in the ninety's all homes had television and television took over there were not as many political shows back then there were two main debates one during the campaign we did not have one every night as we saw during the last election there were two sides that kept fighting each other to spit on each other but this tussle is an amazing show like a television series that the french loved that's why they voted on mass much fewer people vote in parliamentary elections because the show is over the question so television has become the kingmaker that's until the internet takes over the next election or maybe the one after that when i say the internet it means nothing i should say the screen the screen will move from television to the internet and the

internet and mobile phone which will become tomorrow's primary medium together with pads as means of communication technology modernizing communication is modernizing as well but there is no modernization of concepts with the slogans remain unchanged they are the same the great american slogans new deal new frontin is new america america first two words always the same because the display of truth is dependent on the nature of the media but the internet is the law. just object men to destruction that we know the internet is a place of permanent lies you can say anything at any time in total anonymity and in total impunity and complete immunity on the internet and no one can know the author of the messages is a weapon of destruction as we have never known. that you were asked in an interview whether you believe leader should apologize in public when they've made a mistake when you said no and he said the only way to recover when you've made

a mistake is victimization you should always present yourself as a victim because victims are always forgiven but what about accountability especially in a time of crisis or a time when wars are waged are people looking for politicians or leaders who take responsibility for their actions yet didn't vote for yes those two level of misconduct there is personal misconduct an error of language a word that should not have been said in such cases we must apologize within the day immediately and with the same intensity that the offending word was used with valerie she's got the stone was accused of receiving diamonds from an african leader he should have immediately told people through television that those were not real diamonds and that these stories were to keep it secret but instead of explaining on television saying what really happened that they were a worthless gift for all the guests at dinner because of his arrogance he refused to apologize it was a fatal blow in the case of serious misconduct

a position which involves the state of france in the solemnity of the president one should not respond because a leader is not supposed to make mistakes the symbolism of the head of state is fundamental to authority blair made a mistake by supporting the americans in this stupid war in iraq he knows it but he never admitted it except when he left office without explicitly admitting he did say between the lines we understand then that it didn't take him long to realize the mistake he was making by supporting the iran. war but he has to stand by his words that's why i didn't like the suggestion of taking out france troops from afghanistan a year early because it goes against the public promise we made to the world and to america i think it's not fair play to call out before the others turn a few months of a political campaign francoise hollande did not do the right thing. let's look at war when we look back at history we have many examples of the p.r. machine of war p.r.

agencies involved in packaging selling and justifying war but war is war isn't it what is there to justify and what's your view on the ethical breaches of such actions. this is not the same kind of spin doctor or communications adviser these are military men who are trained in intelligence and use communication as a destructive weapon that destroys political opinions this is to try to convince the world of the conscience i prefer was like this an actual deadly was those information was making a few ideas here in the they can't kill a person as time goes by communication will increasingly be an important part of war it starts before the war and it can also prevent it that's what we're seeing in syria and i hope communication will succeed there where it failed in libya and it failed in egypt in tunisia it happened spontaneously but i hope we will not reach the same aberration that we experienced in libya. so you're saying communications

is a weapon you know communication is a weapon slogan is a dumb dumb bullet that she was like that all the terms of advertising or water we talk about target we talk about strategy we talk about impact this is terrible it's also weapon in the war because all wars are now shown then by all cost. so what is where is the line between communication and manipulation. this line is very narrow it's very fluid especially when it comes to war when it comes to politics the stakes are not as high and above all it's easier to exercise transparency in politics but in a war no one can approach the war zone or the forefront of military operations you never know the dead they show you where one camp or another camp is so easy in a war zone and it has already been done several times in the past to transform a war surroundings to bring the bodies in the make up you can always simulate

a massacre that has not occurred so one must be very careful that is the job of war reporters to witness all that they also put themselves at risk for being a war reporter is one of the best jobs in the world i did my military service in a few months that's what i've done best in my life because we were there to serve humanity to try to uncover the real truth of what we can and not the one that people want to show you misinformation is easier during wartime now with the p.r. war machine do you think that we would have had fewer wars. was drawing on when communication is left behind where this is exactly the case in syria today it used well communication is a weapon of war and a weapon that kills the least number of people yeah look at libya now one point the world found out that gadhafi was doing too much if you look at syria and the incredible number of unfair deaths that he wanted to stop peace always try and communication is here to push and push it forward and to say each time that there

is peace that's always better than war does not solve anything when the. question is the so much are you going to make a lot of areas that you gave like you thought you share with the u.s. regional allies you. for diplomacy and a warning from damascus. you know sometimes you see a story and it seems so you think you understand it and then you glimpse something else you hear sees some other part of it and realize everything you thought you knew you don't know i'm tom harvey welcome to the big picture.

the lone ranger the future mayor and more mouths to feed but where will the food come from can science provide the answers to the future of food under the microscope. we've got the future covered. did stores are. going global and now. we want to. load you. choose your. treat your stuff. to. make your statement. for the world. coupons through.

the stores and i'll see no installed fine tuning in syria as government forces advance on the rebel controlled areas near the compass so in the country's largest city of aleppo that's while washington up knows the opposition is gains and promises to increase support. also anger first past this clash with police in the u.s. city of dallas hours of turn on demand is going down by calls this comes just days after two on a man were shot dead by officers in the last time california prompting having please come on down and demonstrate that. the european common market on a difficult road ahead battles climate across the continent leading to thousands of paid gold layouts in front of the symbol of the industry pedro is planning to close with one of its loans and sold over eight thousand people on the job well. done right now much more exciting stuff is coming your way as dimitri is here with this

forward. to hello there good for the company a.j. and all top stories this. andrei kirilenko says to go back to america also a season away from the world told us to believe. one is good but is bad and tomorrow we'll play the olympic tennis tournament but the singles and the doubles of the brother jamie being seen. and this guy is the limits to russian women's parachute team brave the elements to set a new world record in skydiving. but first russia's biggest possible so undraped the rink is going to return to the n.b.a. next season the thirty one year old announced his decision to go to the years

despite signing a three year deal with moscow last autumn where he enjoyed a stellar season. as yet to agree a new contract in america ports link with the. brooklyn nets nicknamed the a k forty seven kurylenko spent a decade with the utah jazz for european champion spearhead russian sport at the london olympics david plotz men open mic quest for glory gave his great britain on time i i. in the meantime the world's two top ranked possible nations the usa and spain faced each other in a crucial warm up game in barcelona wasted no time and found themselves twenty two thirteen up in the first quarter but who will be playing in his third olympics in london led the usa to come back to score twenty three outweighs twenty seven points during the first half

a combination of fluent passing and the ability to turn defense into tech quickly helped the americans to keep it comfortably in the second half at the final buzzer the usa would extend their lead to the largest of the night one hundred point two seven to eight suffer the dream team is there a link opener against france. it will really well. brazil argentina in spain. in a close game so we had a. slow stars and two to three games but we just you know we thought they would have just kept in and donna to his close says do plan our defense. get out in transition. the olympic football tournament is yet to start on wednesday but the brazilian main squad received a heavy blow as their main goal keeper. had to leave the games he injured himself during a training session head coach modern man is this a force to pick a reserve place for telling club during the summer boys will play their first group

see game against egypt tomorrow their other ponies at the olympics are belarus and new zealand remember the south africans are chasing their first ever olympic gold medal. they're in big tennis tournament gets underway on saturday with the british team hoping that home advantage will help their place produce one of the country's medalists and and america will probably have the chance for a rematch with roger remember this week's been their world number four at the recent wimbledon final twenty five year old brit will play there not only in the singles but also in the doubles brother jamie will be his teammate and walk on court together intending to emulate the success of another pair of tennis siblings in the doubles all conquering brown brothers of the usa. in tennis you've got the bryan brothers who have been probably one of the most successful teams ever and

obviously spend a lot of time together being brothers and other teams have done well and you know have been quite open about maybe not getting on with each other or away from the court so there's not one word of. dealing with. your own world spend a lot of time together because we don't play in many tournaments together i think it's important that we understand each other's feeling of understand each other's strengths and weaknesses when we go on the court so. i think it will be a benefit for us. russia has gone for youth over experience five up and coming gymnast will be vying to restore the country's former glory in the men's artistic gymnastics in london. has more. from the russian artistic gymnasts have always had a lot to live up to that of the distinguished tradition of soviet union athletes between russia and the u.s.s.r. forty nine gold medals have been won at the olympic games and in any other nation

but now times have changed russia may still be one of the top countries when it comes to women thirty six gymnastics but their male counterparts have had it much harder especially with the rise of team china the host of the last olympics keep in seven or eight goals at home and so not surprisingly caution is the buzzword ahead of the london games. in the women's competition there are really only five countries who can win the men's gymnastics expect any of the top sixteen countries to fight for the podium certainly there are some teams which have better chances but in general the competition there is much tougher. that russia will have five. denise and alexander by london selected as the first choice candidates last month well determining the team's last member has appeared to be a very difficult task with the coaches. eventually gets in the north for the final

lineup had to break for the rest in the run in in particular for. the two time beijing bronze medalist suffering a deep in the four maurice in two years but had been training very hard in the run up to this course selection however to no avail the overall look of the scored a youthful one not one of the quintet is a former olympian. and yes we have a relatively young team but i don't think it's bad we know. sure there very well as we've been training together in the youth team for many years and we even took part in the youth european championships with the same lineup four years ago russia's male artistic gymnastics quarter failed to add anything but brawls to the country's coffers well you have to go way back to the two thousand sydney olympics to celebrate the gold medal success. the task then the clear one in order to revive the glorious traditions of previous generations to russia are going to have to

reach the stars on the floor. parity. but finally a group of russia's most daring ladies have overcome months of grueling training to prove they sky is not the limit because reports. to set a new world record in formation skydiving this was the task for eighty eight daring russian women in moscow region's cologne and failed to descend hand in hand heights of twenty thousand feet to sit in munich so long i've been dreamin lassally said in this national record i think is important for all of us i think create a great team here parachute guru say that this attempt takes teamwork to another level both for professional jumpers and enthusiastic free falling hand in hand leaving no margin for error as the success depends on each and every member of the

team if. this. will do so good. or is it will have now and it's there. but it was not all plain sailing right from the start the first two attempts at the record so the girls fall short however thousands of fans from all over the country from kaliningrad in the west of large of us stuck in the far east kept their faith alive all russian citizens taking part in the establishing of the world reckoned and we do hold there today. at the real being established and right now witness in this case for aircraft with more than eighty eight women parachutist on the board finally to the delight of the girls the weather cleared up right on cue the third attempt was not just luck it was more their hard work and all the training that paid off in the end as they send

it into the air in full planes. i. are. despite the first through experience no it's been successful these girls wasted no time in getting back up in the air and now we're just lonely in some way to finding out if there are certain world record with the fans scream and well done to the girls it was clear they had executed the eighty eight way formation perfectly it was a hard record to beat to only waiting for this we will also never it still is

a my first on the record it's still cool so cool. this is setting a milestone not only for the girls but the whole of russia all that's left now is prepared to sit another world mark and with attitude like that it's probably not that far away. mikel archos r.t. moscow region well you are today knowledge join us for more sports news from around the globe in ties time have or not whether is next see it end. wealthy british style.

markets why not. find out what's really happening to the global economy in these kinds of reports. sometimes you see a story and it seems so. you think you understand it and then you glimpse something else you hear or see some other part of it and realize everything you thought. i'm tom harpur welcome to the big picture.

the sky.