The Syrian interim president, captured international attention during his participation in the UN General Assembly in New York. His visit was not merely a formal presence, but a true strategic communication campaign that projected the image of a “New Syria” and of a modern leader.
By Dr. Nidal Shoukeir
Professor of Strategic Communications and Governmental Relations
There is no doubt that the movements and appearances of Syrian interim President Ahmed Al-Chara in New York captured the world’s attention, making him the talk of capitals from East to West. His visit was far from a mere formal participation in the United Nations General Assembly; it was, in effect, a high-level strategic communication campaign. The visit successfully highlighted the story of the “New Syria” and its future vision, while presenting Ahmed Al-Chara himself in a modern and advanced image, particularly awaited by the West.
In the world of international diplomacy, where words often weigh as much as weapons, and where images can sometimes outweigh critical decisions, few political figures manage to seize the spotlight with such speed and skill. Yet Al-Chara, the Syrian interim president, achieved this with distinction, offering an exceptional model of strong political presence and professional media performance.
Credit must therefore be given to President Al-Chara and his team for their carefully planned and professional political and media performance, which resonated across diplomatic circles and the media, marking a landmark moment at the 80th session of the United Nations General Assembly.
But the question arises: what is the secret behind this remarkable presence? How did Ahmed Al-Chara’s star shine in New York? The answer lies in a combination of three main factors:
Intensive Western Training and Preparation
Many have spoken about the extensive training and preparation Ahmed Al-Chara received in Idlib in anticipation of this stage. Former U.S. Ambassador to Damascus Robert Ford revealed the indirect American role in this context, through a series of meetings that began in 2023 during Al-Chara’s leadership of Hay’at Tahrir Al-Sham. He noted that this participation was part of a European team selected by a British non-governmental organization specializing in conflict resolution, aiming to transfer Al-Chara “from the world of terrorism to the world of politics.” According to some sources, this organization is Intermediate, based in London.
A Professional and Structured Team
President Al-Chara has consistently emphasized that he does not operate alone but within a large team. Beyond his strong security and military team—including Interior Minister Anas Khattab, Defense Minister Marhaf Abu Qasra, and Chief of Staff Ali Al-Nassan—he also relies on an active diplomatic and media team, including Foreign Minister Asaad Al-Shaibani and his media advisor Ahmed Mouwafaq Zidan.
The strength of this team lies in its high level of professionalism, meticulous planning, and careful attention to detail, leaving nothing to chance—a factor that clearly reflected in Al-Chara’s political and media presence during this visit.
Refined Natural Charisma
Beyond training and team support, Al-Chara possesses a natural charisma that enables effective communication with both domestic and international audiences. This charisma has been refined to fit the demands of the international political arena. In New York, it was clearly manifested through his simple appearance, light and attractive beard, confident smile, calm voice, and fluent language close to the audience. These elements made him a captivating figure, closer to a Hollywood star than a traditional political leader, helping him capture attention and become the center of focus in UN corridors.
These factors collectively reinforced a new and modern image of Al-Chara, different from his previous jihadist image and Syria’s old image, immersed in war and hardship. What stood out particularly was the careful preparation and attention to even the smallest details during his New York stops.
For instance, his meeting with General David Petraeus on the sidelines of Concordia University’s annual Security and Democracy Conference highlighted his natural spontaneity, simplicity, and quick thinking. When he replied to Petraeus, who said, “Assalam alaykoum, Mr. President,” with “Ahlan w Sahlan,” and added, “We met on the battlefield, and now we meet on the field of dialogue,” he clearly referenced closing an old chapter and moving toward a new reality.
His meetings at the UN were meticulously organized and contributed to building a new identity for the Syrian president in the international community. Photographs, exchanges, and glances with international and Arab leaders—such as Ukrainian President Volodymyr Zelensky and Italian Prime Minister Giorgia Meloni—helped cement a positive and influential image of President Al-Chara, at least among a significant portion of Western public opinion.
As for his speech at the UN, it was exceptional and historic. Although relatively brief and simple, standing on the UN podium as the first Syrian president since 1967 was a major personal victory for Al-Chara and for the Syrian people, who have endured nearly sixty years of hardship.
In conclusion, it must be acknowledged that Ahmed Al-Chara fully succeeded in his mission in New York, benefiting both personally and for his country to the maximum extent possible. This achievement was facilitated by strong Saudi backing, which helped smooth diplomatic paths for the new Syrian government, alongside the West’s keen interest in witnessing this new version of Syria and its president.
The greatest challenge now, after leaving the spotlight in New York and returning home, will be translating the numerous speeches and promises he made during his UN journey into tangible results.
Will Ahmed Al-Chara succeed in this, as he succeeded in capturing the world’s attention in New York?
(Associated Medias) – Tutti i diritti sono riservati