YEREVAN. – The most powerful PR personality of Armenia is—national football squad captain and Borussia Dortmund (Germany) midfielder—Henrikh Mkhitaryan, political technologist Karen Kocharyan said at a press conference on Monday.

“As for the political PR [in the country], it’s an ‘axe’ situation [i.e. they think in a brutal manner] in Armenia, since politicians say: they praise, it’s PR; they criticize, it’s black PR,” Kocharyan said. “Also, it’s wrong that they bring a [PR] specialist from abroad. A foreigner doesn’t know what kind of PR a [political] figure of Armenia needs.” 

Sociologist Aharon Adibekyan, on the other hand, expressed a view that Armenia does not need PR because the whole world knows the country.

“Even the politicians [in Armenia] don’t understand what they need,” he said. “It’s a big problem here, since the politician doesn’t understand that their image matter is not resolved within a month, or by appearing on the [TV] air once.”