Pezeshkian: A president lacking media leverage and messaging tools

The Pezeshkian administration's relationship with the media seems to be the weakest link in its efforts to connect with the Iranian public—a link that appears to have been broken from the very beginning.

When Pezeshkian assumed office in late July, some observers hoped for shifts in the media landscape that would provide the new president with greater influence over public opinion.

Throughout the presidential campaign, Pezeshkian’s supporters frequently claimed that state TV’s coverage was biased in favor of his political rival, Saeed Jalili, whose brother oversees the network. When Pezeshkian participated in his first televised interview following the election, his supporters once again criticized the state TV presenters, accusing them of asking questions that reflected Jalili’s agenda rather than addressing the concerns of the nation.

Some observers suggested that Pezeshkian should have allowed the public to submit their questions via social media, which could then be passed on to the TV presenters. Instead, the two state TV hosts repeated the same questions from the campaign debates, seemingly in an attempt to suggest that Pezeshkian had nothing new to offer. However, in fairness to state TV, it’s worth noting that Pezeshkian does have a tendency to speak repetitively.

Centrist website Entekhab also suggested that the state TV does not represent public opinion. It also pointed out that the state TV's questions were too general, too dull and too insignificant. It also suggested that Pezeshkian should have invited independent journalists to ask questions that matter to the people.

Pezeshkian not only appears to be excluded from utilizing state TV as a vital link to the nation but is also hindered by Iran Daily, the administration’s official newspaper. Journalists in Tehran have noted that individuals appointed by Jalili's team during former President Raisi’s tenure remain in place, continuing to push their previous agenda, which works against Pezeshkian's efforts.

While state TV and Iran newspaper remain unable to advance Pezeshkian's messaging, his two spokespersons have also struggled to make an impact. Elias Hazrati, his news dissemination officer and the managing editor of the reformist Etemad newspaper, has faced criticism from journalists and others for accepting the role, raising questions about his alignment and effectiveness. As a result, Pezeshkian’s administration faces significant obstacles in effectively communicating its message to the public.

Iranian journalist Zeynab Esmaeili wrote in a post on X: "Elias Hazrati's decision to accept a government position has exposed a deeper crisis within the Iranian media. The fundamental principle that an independent media outlet should remain separate from government influence has been compromised. The involvement of media figures in government roles suggests that the spirit of criticism and independent journalism has been significantly weakened, raising concerns about the erosion of journalistic integrity and the freedom of the press in Iran."

The government spokeswoman Fatemeh Mohajerani, has yet to formally speak on behalf of the administration, but her two social media videos reveal her speaking style. While she is articulate, her delivery resembles that of a preacher or schoolteacher rather than a politician skilled in addressing sensitive issues transparently. Her use of flowery language and an overly dramatic tone detracts from the clarity needed in her role. Additionally, her promises in the videos suggest she's responsible for executing government plans rather than effectively conveying its messages in a clear and credible manner.

This situation reveals that the government is not fully established yet. Some of its officials such as the spokesperson and Peseshkian’s labor minister do not seem to be clear about the boundaries of their responsibilities and official mandate.

While Pezeshkian appears to manage domestic affairs, excluding areas under the Interior and Intelligence Ministries, foreign policy is largely in the hands of ex-foreign minister Javad Zarif's former team, Abbas Araghchi and Majid Takht Ravanchi, who answer directly to Supreme Leader Ali Khamenei. Meanwhile, Pezeshkian faces a lack of effective media tools, compounded by attacks from hardline newspapers like Kayhan.