Vazrik Bazil is a German-Armenian scientist, PhD of Philosophy and one of the top PR specialists of Germany. During his visit to Armenia he managed to give a press conference, during which he sharply criticized our officials for not being able to properly represent our country abroad. We started the interview with him by the insight he expressed, according to which it’s wrong to represent us only with Armenian dances because for an average European the Armenian, Georgian and Azerbaijani dances are pretty much the same thing. In order to differ we need to do something more original. An author of numerous books, Bazil heads the Germany-based Union of Speechwriters and has even been in the service of German Chancellor Angela Merkel. In 2003-2005, he worked in the Bundestag.
– For me it’s important that Armenia wouldn’t look like an ancient and archaic state. When a foreigner comes to Armenia he/she says your traditional dance was great but in two days he/she forgets the dance. They say “very interesting” and our officials become very encouraged that the foreigners value our art. And this is where self-cheating begins. In fact the French and Italians think that this is a poor nation and they are trying to encourage and stimulate us somehow. They treat us that way in all fields. An Armenian painter exhibits a painting in Germany, which depicts Armenian Masis Mount. When a German approaches him he tells him about the biblical mountain and the glorious history of Armenia. On the one hand, it’s a good thing to laud your country and its history but for the average artist that history is not so important. For example, a Spaniard would never tell the history of Spain to someone, who would approach his painting. There is no need to speak about the glorious history all the time. For example, it is not right to speak to a foreigner about Narekatsi or that Armenia was the first country to adopt Christianity.
– What should we speak about?
– It would be more interesting to present Yerevan in the eyes of Kara Bala and show Armenia in a different angle to the foreigner. When we speak about Matenadaran or Mesrop Mshtots that is not enough. We should be able to present the old things with new glasses. And for that we need a creative approach.
– In Armenia they allot a lot of money to various researches and projects. And those projects include tourism development prospects, which should help us represent the country in a new prospect. Has anybody asked you during those years to be involved in these projects and promote their implementation?
– No, it never happened. But I actively collaborate with the Armenian Embassy in Germany. If need, we discuss various issues. But that doesn’t happen in Armenia.
– You have read a lecture in the lyceum and you complained about the luxurious lifestyle of Armenian clergymen. How is this construed abroad?
– Unfortunately, I am not much aware of the details but that indeed contradicts the concept that we are the first Christian nation. In fact, it is the Armenian Apostolic Church that is literally weak. And the sects are not strong at all. Such phenomena strengthen the sects. Instead of fighting sects the church should implement its functions. In Europe and in Germany specifically they don’t understand how the clergyman can stay in a five-star suite. Or they don’t understand then when the car of the Catholicos (not in Armenia) is being escorted just like the President’s escort. The Germen don’t even understand that but also think that it’s a negative phenomenon.
– Do the publications of Wikileaks negatively affect the rating of Armenia? For example, quite recently they released information that the Armenian Foreign Affairs Minister Nalbandyan “mutters” during the meeting with the American diplomat.
– I have also seen similar things among Armenian diplomats. And Armenia is no exception in this aspect. There have been such comments about the diplomats of different countries. In a way, it is a good thing. These leaks help the rest of the diplomats be more careful and delicate in their behavior and conversations.
– If we speak about the business do you think the image of the businessman is associated with the product offered by the business? I mean if the owner of the given business is considered a negative and dishonest person can the service and product offered by him also create negative opinions among consumers?
– Yes, it is possible.
– How would you explain the fact that most part of businesses in Armenia belong to oligarchs, most of who is accepted negatively by the society; however their businesses do not suffer at all.
– Do people have any other alternative? (B.T. laughs). If they don’t, they have to buy grapes, machines or other things from the same people. Therefore it is required that either the person or the brand should not be correlated or have the authority they have now. If I buy medicine I should trust the company producing it. I need to be sure that the medicine really contains what is written on its tag. And the goal of the Public Relations-PR is mainly to try to gain confidence in this sphere. If there is real, fair competition, it will make the businessmen gain confidence. If there are no monopolies and the consumer has an opportunity to choose, the value of Public Relations will grow. And if we live by monarchic norms, PR does not have any sense. Moreover I do not mean the competitiveness only in business sector. Competitiveness is needed everywhere: in education, in state departments. E.g. in Germany there is a real competition among Ministries to find out which one shows better attitude to citizens. The international competition is important as well. The more Armenia is under international spotlight, the better. Maybe in this case the criticism will be stricter, but it is helpful. Huddling in the shell like a turtle, avoiding comparisons, or limiting oneself only by competition with the neighbors does not help much. Many officials ask why Armenia should be compared with Netherlands or Switzerland. Armenia should be compared with the countries in the region. It is obvious that comparison will be much more pleasant in this case, but it not a qualitative leap.
– We talk about international competition but we obviously yield even in the region. For example, Armenia is hardly ever mentioned in international news, whereas any event related to Georgia appears in the center of attention of Western Media.
– Then, Armenia should think about changing international attitude. In my opinion our embassies in select countries should study the opinion of the society of the given country by means of a center in charge of Public Relations. For example, a survey may be held in Italy aimed at finding out what associations the word “Armenia” provokes with a common Italian. Such data do not exist as far as I know. Whereas it is very important to organize and present correctly the external policy. Maybe we study the opinion of select foreign officials and diplomats, but it is only a part of what should be done. Masses are important, since people have influence on diplomats. Opinion of masses should be studied. Today when you say “Armenia”, they ask “Romania?”…. If matters stand like this, there is a still lot of work to be done.
– Foreign young people associate Armenia with Kim Kardashyan.
– Such association is a bit strange for me. But if Kim Kardashyan is a positive phenomenon, we must hope that positive associations will be connected with Armenia as well (B.T laughs). Let me tell another story. One of the German officials’ name was Tigran. I asked him if he was Armenian and he answered; “No. Simply my father was a chess lover and when Tigran Petrosyan became world champion, he called me in his honor”. If Armenia is associated with chess, it is, no doubt, in favor of our country. Referring to diplomats’ subject, I must say that they should collect regularly information rather than trust their own instinct. The embassy should read the media of the country and analyze how many times the word “Armenia” is used, in what context, sphere, what information is provided etc. They should analyze and inform the Ministry of Foreign Affairs and not be guided by “It seems to me”. Only in this case it is possible to make right decisions and represent oneself to the world.
– Is the Diaspora ready to help Armenia?
– In the case of the Diaspora everything is not definite either. There are a few rich ones in the Diaspora, who have both money and wisdom. It means that the rich ones of the Diaspora mostly invest in tangible sectors of economy (e.g. construction of a building). But we need investment in the intellect. Education is intangible. If you hit your head to education it won’t hurt. It doesn’t smell or doesn’t have taste. That is the reason why they don’t invest in education. They might build or restore the building of the school but won’t invest in the teachers. They won’t spend money on educating the clergymen but will spend a lot to construct a church. The rich person from the Diaspora will spend money on the cafeteria because the cafeteria is tangible and visible and later he will hang his name or his father’s name as a benefactor to the door of the cafeteria.
– There is an opinion that in the Diaspora Armenians are not united and it bans to attain serious achievements. What can you say about that?
– I have my own opinion in that regard. People are not the same. For example, in the Armenian community of Munich there are Armenians of all specialties – physicians, tailors, laborers, architects, etc. It is difficult to bring all these people under one roof. Their interests and mental shapes are different. There are people, who are members of the same Armenian community, but they got nothing in common. Unfortunately, we have that self-cheated attitude about that fact that there is only one community. And we are also happy that the second one doesn’t exist. But was the result? If there were 500 Armenians in the community only 50 of them would come to the club. I am sure that if there two more community structures another 100 would attend. Let them be separate – cultural, religious, sport and other communities, where each person would find his/her interest. Of course let them collaborate with each other. But there shouldn’t be just one club where old men would sit and play backgammon. Indeed, many parents wouldn’t want their children attend that club. It means I say yes to the union and no to singularity. For that it’s not important how many community structures exist. The important thing is to able to involve people and most importantly the young ones. So I would paraphrase the words of Charents, “Oh, Armenian people your salvation is in collective power.” I would say, “Oh Armenian people, your salvation is in your accurate methodical work.”
– On those days Yerevan is undergoing the rehearsals and preparations of the upcoming military parade dedicated to the 20th anniversary of Armenia’s independence. How would you evaluate these efforts?
– Perhaps as a symbol a military parade is necessary. And there is no reason to refuse that. This should be a symbol. But for me it would be more desirable if the money was spent on soldiers, who have psychological issues. For me it’s more preferable than the money spent on the parade or uniforms. As of the motto “Armenia is you” then I got really surprised to hear that. It is the literal translation of the German “Du bist Deutschland” (Germany is you). It was used years ago during international games. By the way, in Germany they wouldn’t suffice by only showing the slogan. The worker was speaking, soccer player, etc… The point was that they were trying to tell that we are responsible for our country. Germany is not only the Presidents. Germany is not something abstract. Germany is us. Frankly, I was surprised because they merely translated the slogan of some other countries.