How ‘being great in what you do’ can be the best ‘public diplomacy’ tool? Mohammad Salah example!


Let’s say; you are a public (and just maybe a digital) diplomacy officer of a Muslim country and you’re living in U.K, and given a task, close to impossible: A task, a campaign to be more accurate, to ‘win the hearts and minds of the most difficult, hard to penetrate sort of target audience in the UK! To be more specific: Right-wing middle class, who would regularly go to pubs and drink pint (lots of it), who are into football (soccer according to Americans), regularly follow matches even away games etc.

Aside from how relevant and logical it would be to aim such a target audience and/or even organize such a campaign, it would definitely be a real hard task since: a) Since it’d be almost ‘impossible to find or ‘build’ such an organic group’ you’d probably need actors, therefore a production budget (directors, scenario, crew, locations etc) b) You would not be able to convince such a scenario …

But what if I told you that it could happen naturally with no production or cast. And what if I told you a bunch of Premier League could get together and sing songs to chanting a man named Mohammad? And what if I told you the lyrics of the song would include these:

“Mo Sa-la-la-la-lah, Mo Sa-la-la-la-lah, if he’s good enough for you, he’s good enough for me, if he scores another few, then I’ll be Muslim too,”  The rhyme continues: “He’s sitting in the mosque, that’s where I want to be.”

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You don’t believe me? Click on the video below and see with your own eyes:


Yes! I’m talking about Mohammad Salah; ‘The Egyptian King’. This 25-year-old Liverpool player became so big that Egyptians wanted to vote for Mohamed Salah to become president as more than 1million spoil ballots in the election though he wasn’t even running’ (see below picture)


And fans? They are so crazy about him posting all kinds of support messages for him all over internet and social media platforms saying how much they love him:

Salah now winning the hearts and minds of Brits by simply ‘being great in what he does’: A Great football player. Of course being a popular name as the other figures like artists, singers helps too but if you look around and spot a good person, I can tell you for sure that he represents whatever he believes in the best possible way. And that’s my final answer:)


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