hello again this is arts here quick check of the headlines. nonstop fighting in syria as government forces advance on rebel controlled areas near the capital and in the country's largest city of aleppo that's while washington applauds the opposition's gains and promises to increase support. the man who once fought to put a true end dictator behind bars could soon be working to keep period and our sanjay out of them they say as they weaken leaks editor is still holed up inside the ecuadorian embassy in london. and european carmakers have a difficult road ahead as sales plummet across the continent leading to thousands of painful layoffs in france the symbol of the industry pays shaw is planning to close one of its plants and force over eight thousand people out of work. so the

layoff plan is a blow to french president francois hollande who's struggling to get the economy back on track the french advertising group last says olanda 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 archie 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 i'm mr stickler 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 or fast arbiter or he's the last socialist president before was elected a do you 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 curse in your 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've wanted to work with but you know 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.

do you 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 a candidate's 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 and 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 us have defined the truth as two faced and relative now in the words of 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 is the brand the 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 a people on the destiny of this people if there is a real common expectation and a candidate in bodies these expectations then 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 mitterrand responsible him whatever the situation is even dramatic he must remain confident with his strength and serenity he remained this way throughout his career he never trade his promise of being or peaceful force so when francois loans promises growth he somewhat made the same mistake nicolas sarkozy did alone does not control growth only the european. me 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 to ask why i've always preferred the psychological slogans over political slogans every president of purchasing power is 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 that they leave your television that makes an election for years it was the poster campaign that what was written and the pictures you used which made the election about back then it was enough to make a good election poster and 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 spit on each other this tussle is an amazing show like a television series at 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 so the display of truth is dependent on the nature of the media but the internet is. largest object of 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 message is the internet 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 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. didn't vote for yes is too 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 us 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 took office without explicitly meeting it 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. iraq 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 to earn 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 their good conscience i prefer was like this in actual deadly wars those information was making a few ideas here and there but 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 by then broadcast. 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 all

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 you know 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 and these connectivity 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 at 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 you wanted to stop peace always triumph and communication is here to push release and push it forward and to say each time that there is peace that's always better than war does not solve anything when will.

the as. were shot four times at all there was a warning. three of the boards are still in my body. and those people should be allowed to defend themselves wherever they are guns in the hands of law abiding decent people are not a problem national rifle association there's a group of basically retired military and we love to shoot holes and i'm sorry if you know that the bullet comes out here and this makes it go bang and what's in front of here is going to die and that's all the training you really

really need raise your hand if you know something's been. ok but to what i want to philadelphia on these urban streets. until about a good hopefully we will never have to use the weapons for self defense but we should be prepared for the full class including the teacher i think there's. seventeen students. saved and one of seven or so. more news today violence is once again flared up. and these are the images the world has been seeing from the streets of canada. china operations are over the day .

top stories on r.c. a nonstop of fighting in syria as government forces advance on rebel controlled areas near the campus so under the country's largest city of aleppo that's why washington applauds the opposition's gains and promises to increase support. the man who once fool to put a tree then dictator behind bars could soon be working to keep. out of the they says that we could leak said to still holed up inside the ecuadorian embassy in london. and the european carmakers have a difficult road ahead a sales climate across the continent leading to thousands of painful layoffs in france the symbol of the industry is planning to close one of its plants and force over eight thousand people out of work. and of next to the trees here with the latest action from the world of sport.

hello there welcome to the sports. in this bulletin. n.b.a. bound under a kirilenko says he'll go back to america after a season away from the world's top bus could believe. one is good but. it will play at the olympic tennis tournament in both the singles and doubles the brother jamie being his teammate. and scoring in every match the opening game week in the russian premier league saw twenty precised shorts you'll see them all now goals galore. but first russia's biggest possible. 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. school last autumn to tell

a season well has yet to agree any contract in america reports linking him with the russian brooklyn nets nicknamed the a k forty seven kurylenko spent a decade with the uta jars for my european champion will spare the russian squad at the london olympics david plotz men open their quest for glory gates has great britain on sunday. in the meantime the world's two top ranked basketball nations the usa and spain faced each other in a crucial warm up game in barcelona the house wasted no time found themselves twenty two thirteen up late in the first quarter. will be playing in his third olympics in london and come back this is called twenty three out of his twenty seven points or in the first half a combination of fluid passing and the ability to send the fans into. attack quickly how to the americans to keep it comfortably in the second half but the

final buzzer the usa would extend their late to the largest of the night one hundred points to seventy eight next hour for the dream team is there. against france. brazil argentina in the spring. will close. the little world. slow stores in the two to three games group which is you know we for just you know the door to his courses or. transition. the olympic football tournament is yet to start on wednesday the brazilian main squad received to have a blow is their main goal keeper f.o. cabral had to leave the games he injured himself during a training session. men as it has been forced to pick his reserve keeper net plates for telling club and tina the boys who will play their first group see game against

egypt tomorrow their other power in the lympics and new zealand remember south americans chasing their first ever olympic gold medal. now other than big tennis tournament gets underway on saturday with the british team hoping the home advantage will help their place produce one of the country's medalists and tomorrow will probably have a chance for a rematch with roger federer remember this so we speak in world number four at their recent wimbledon final twenty five year old brit will play there not only in the singles but also in the doubles of the brother jamie it will be his teammate will call together intending to emulate the success of another power tennis siblings in the doubles the 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 away from the court so there's not one way of. dealing with that but. you get on well spend a lot of time together and because we don't claim any sort of us together i think it's important that we understand how each other is feeling and understand each other's strengths and weaknesses when we go on the course so. i think it will be a benefit for us. russia has got for youth over experienced five up and coming jeanette's will be vying to restore the country's former glory in the man's artistic gymnastics in london and we grants has more. the king from the russian artistic gymnasts have always had a lot to live up to the distinguished tradition of soviet union athletes between russia and the u.s. 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 sorties to 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 and 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. russia will have five stake in. any sellouts and alexander the london selected as the first choice candidates last month well determining the team's last member has appeared to be a very difficult task for the coaches'. eventually gets in the north for the final lineup had to break for the rest of the run in in particular for. the two time

beijing bronze medalists suffering a deep in the form of the recent 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 each other 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 by. so the country's call for as well you have to go way back to the two thousand sydney olympics to celebrate the gold medal success. was a task than a 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.

finally the new season of the russian premier league started last week and spectators so at least one goal in every match that where the place scored twenty all together will see them all right now and our traditional goals glow edition i.

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. live . play. play play play play. play play play live

. well you're up to date now i'll be back with more in two hours time herron r.t. see that.