Diplomacy Through the TV Screen During U.N. Leaders Week
A State Department spokesman goes behind the scenes of a media marathon as heads of state meet in New York.
By SAMUEL WERBERG | NOVEMBER 17, 2024
It’s the largest diplomatic gathering of the year. As the United Nations General Assembly (UNGA) opens its annual session, heads of state and government, ministers, diplomats and other officials from around the world descend on New York during the third week of September, which is known as high-level week. In addition to speeches, meetings and numerous events, governments take advantage of the significant media presence and interest to articulate their views on hot topics and to explain various policy positions to national, regional and global audiences.
As the State Department’s spokesperson in Arabic at UNGA in the past four years, I gave more than 100 interviews, and my fellow spokespeople in Spanish, Portuguese, French, Russian, Hindi, Urdu, Farsi and Mandarin did hundreds more. Serving as an official spokesperson in a foreign language requires a variety of skills, including the ability to speak to a global audience even when talking to a local TV or radio station. But working at UNGA takes on an additional dimension because of its special dynamics and unique place in the world of diplomacy.
First, you have to understand the different nature and mission of the news outlets with which you will interact. Major global and regional media, such as CNN, BBC and Al Jazeera, are interested in U.S. positions on international events and issues that command headlines worldwide. National and local outlets from dozens of countries come to UNGA primarily to cover the speeches, meetings and other activities of their own leaders. In both cases, this concentrated media interest presents a chance for the State Department to reach wide audiences in a short time, and for reporters to interview officials to whom they may not have access otherwise.
Second, you have to recognize that the objectives of government representatives and journalists aren’t the same. In our media engagements at UNGA, our primary goal is to deliver messages on U.S. policy priorities and advocate for our positions, so they are understood correctly, even if not necessarily supported. Reporters and their editors have very different interests — they seek comment on the latest news and controversies, and they want to learn what the United States is doing to resolve crises or other problems in various parts of the world. So we have to meet each other in the middle. I’ve found that, regardless of the news of the day or of what the media want to ask about, we can always find ways to work in our messages on overall U.S. priorities.
For example, this year — weeks before the November election — the Biden administration’s main message was that the United States must remain engaged with the world. That requires immediate work to resolve conflicts and crises, but also commitments and cooperation to tackle their unavoidable consequences, and deep structural change to ensure that systems are in place to try to prevent those conflicts and crises from recurring. As a spokesperson, I had to explain that our top priority was working with partners around the world to end the wars in Gaza and Ukraine, as well as conflicts in Sudan, Burma and elsewhere. Another priority was revitalizing an overstretched global humanitarian assistance system, including healthcare infrastructure destroyed in wars, or famines and droughts caused by climate change. Finally, we emphasized the need to create a more inclusive and effective international system, which meant reforming the United Nations, seen by many countries as unbalanced.
My job was to convey, in Arabic, the urgency of our main priority, while making it clear that it was linked to the other two. At the end of the day, the high-level week should be about how the decisions made there help people, and how failure to act to address serious threats hurts people. As often happens, however, our plans largely went up in smoke when, just a day or so before the grand opening, the conflict between Israel and the Lebanese militant group Hezbollah heated up to a level it hadn’t reached in years. Not surprisingly, I spent Monday responding to questions about that in 14 interviews. On Tuesday, traditionally the day when the U.S. president addresses UNGA, I did 13 interviews. Their number for the rest of the week varied between five and seven a day.
A good spokesperson thinks like a journalist — from the substance of what’s being said to the camera shot. What’s the schedule for the day of leader speeches from the UNGA podium and important side events? What’s the latest controversy, and what should we say about it, if asked? When is the sun setting, and will that lighting change mess up my live shot? Where is the coffee? How’s the Wi-Fi? As soon as I arrive at my hotel in New York, I charge all my devices, microphones and everything else with a battery. Then I charge the batteries. I also check the Wi-Fi speed and select framing for any TV interviews I have to do from my room.
When a media organization sends a full crew with a camera, they do a lot of the work — they put a microphone on you and tell you where to stand and where to look. But when there is no crew and I need to do an interview with a news anchor sitting in a remote studio somewhere, I have to set everything up myself for an interview on Zoom, Skype or another platform. I look for a quiet spot with a decent background and good internet connection. I use my phone’s camera, and I have a tripod, laptop, makeup and microphones in my roller suitcase.
When it comes to positioning for a live TV shot, you couldn’t ask for better locations and angles than New York and the United Nations building. In addition to the building itself, I’m a big fan of the East River side corniche, the so-called Media Island, which is a barricaded patch of sidewalk and street in front of the main UNGA entrance, and the Media Center, a large white tent on the back lawn facing the East River.
We also do radio interviews from UNGA, though not as many as those on TV. Between broadcasting duties, my team and I prepare written responses to questions from print media. Regardless of the type of interview, I try to post a meaningful soundbite or clip on social media. That goal informs how I speak, what parts of the State Department press guidance or talking points I choose to focus on, and the length of my answers. Reporters or their media outlets sometimes post clips on social media as well.
I usually bring treats and giveaways to show appreciation for the work that media crews do under significant pressure at UNGA. Having lived in the Middle East in the last few years, I carry sweets like dates and various chocolate-covered things, along with baklava from every country that claims to have invented it. Besides food, I give away phone battery-charging packs with a logo that reads “USA in Arabic,” written in Arabic, of course.
One of my favorite things about UNGA is how our media engagements can lead to new and lasting relationships with news organizations in our respective regions. This is especially true for smaller, national outlets. I’ve made such relationships and increased our presence in the Arab media space by being open to working with anyone. UNGA is about meeting in the middle. When we do that, we are welcome to re-engage in their home countries.
Although doing all those interviews so quickly over a short period at UNGA can become a bit of a blur, I always try to take a moment to pause and appreciate what it is we do there — and how each interview is an opportunity to reach someone with an explanation of U.S. decisions and actions, and perhaps to help them better understand the United States.
Samuel Werberg is a Foreign Service officer who currently serves as director of the State Department’s Dubai Regional Media Hub. He was previously posted to Egypt, Morocco, Iraq, Kuwait and Thailand.
The views and characterizations in this article belong to the author and don’t necessarily represent those of the U.S. government.