Abbas lacks clear media strategy

Palestinian President Mahmoud Abbas has taken significant steps to distinguish himself from his predecessor, the late President Yasser Arafat who was reviled by Israel's rightwing government and by US President George W. Bush as an obstacle to peace.

Just over 100 days in office, Abbas has responded mainly to the concerns of the Bush administration, gaining some praise and empowering the United States to take tougher stands against Israeli Prime Minister Ariel Sharon's government on issues of land confiscation and colonies.

But the steps Abbas has taken are not enough and lack the one thing that more than anything undermined the movement for peace that began when Arafat initiated contact with Israel and declared the Palestinian willingness to recognise Israel's right to exist within the pre-1967 borders.

When the peace process collapsed, the Israeli PR machine went into full gear, convincing the public that the peace process collapsed because of Arafat's inability to make peace rather than Israel's unwillingness to dismantle colonies or return occupied lands captured in 1967.

Without a clear media strategy, Abbas will find himself susceptible to the same Israeli whims despite reforming the Palestinian Government, replacing intransigent Cabinet foes of peace with Israel and reigning in Hamas.

Yet an effective media strategy can produce more results in winning support among Americans than all of the likely concessions Abbas will make to Israel.

Israel has and continues to employ an army of media strategists and public relations firms, investing millions in a highly effective campaign that has one clear objective: reinforce American public perception that the Palestinians, not Israelis, are the obstacles to peace, are engaged in violence and seek unrealistic demands that Israel cannot make.

Yet with a modest investment and a clearly defined public relations strategy, Abbas could not only reverse much of the American public's attitudes toward the Palestinians but even cast Israel as the aggressor.

Abbas could implement an immediate plan to visit major cities in the American heartland and avoiding the cities where Israel's media machinery remains concentrated.

Cities such as Los Angeles, San Francisco, Detroit, Houston, Dallas, Chicago, Orlando and Boston where large Arab and Palestinian audiences can offer friendly forums.

Abbas also has the benefit of the "political honeymoon". In office under 120 days, the American public will be more receptive to Abbas and listen to his messages. It's the American way.

The writer is the former national president of the Palestinian American Congress, an award winning syndicated columnist and author.