Azerbaijan's PR work to promote the image of a new, modernizing, dynamic country now has to contend with a contrary image of the government welcoming home an axe-murderer: expert

This is a black week for those who are seeking a peaceful settlement of the long-running Armenian-Azerbaijani conflict, Thomas de Waal, senior associate of the Carnegie Endowment for International Peace in Washington DC, says in his BBC article concerning Ramil Safarov, an Azeri officer sentenced by a Hungarian court to life in jail for brutally killing an Armenian in Budapest in 2004 but recently extradited to his home country and pardoned by the local authorities.

"Over the past few years, the government in Baku has spent tens of millions of dollars of its new oil revenues promoting the image of Azerbaijan as a new, modernizing, dynamic country. The effect has been quite successful, with results ranging from Azerbaijan joining the UN Security Council to Baku hosting feel-good events such as the Eurovision Song Contest. All that PR work now has to contend with a contrary image, of the government welcoming home an axe-murderer," de Waal says, adding that the events of this week are a big boost for radicals on both sides and strengthen the hands of those Armenian hardliners who say that this proves that Azerbaijanis are barbarians who cannot be trusted.

The expert continues that if there is any silver lining to this dark episode it could be that the international community pays more attention to the dangers of a new Armenian-Azerbaijani conflict over Nagorno-Karabakh. "The conflict is not "frozen," as it is frequently described. The current format of quiet mediation by France, Russia and the US is not strong enough to move the two sides from their intransigent positions.  The reception given Safarov suggests that the situation is moving closer to war than peace. This slide can be halted, but the time to start working harder on diplomacy is now," de Waal says.

Related articles

Editor's choice
News
Mecca Joint Defence Agreement is a historic development that may change the face of the Wider Middle East

Mecca Joint Defence Agreement is a historic development that may change the face of the Wider Middle East

The Mecca Joint Defence Agreement, signed on 7 August 2026 in Mecca, by Saudi Crown Prince Mohammed bin Salman, Turkish President Recep Tayyip Erdoğan, and Pakistani Prime Minister Shehbaz Sharif, establishes a collective defence arrangement under which an armed attack against any one of the three states is to be regarded as an attack against all three. This is a historic step, and the agreement is a landmark event, that will change the future of the wider Middle East. Saudi Arabia, Turkiye and Pakistan are different countries with many particular features. But there is enough common ground between them to make the new situation created by the Mecca Defence Agreement significant, and their efforts credible. They are also complimentary in terms of what they can bring to the process that they are about to start.Pakistan and Turkiye have large and developed standing armiies; Pakistan has nuclear weapons; Turkiye has a dynamic and expanding arms industry; Saudi Arabia has financial resources, and extensive diplomatic kudos in the Islamic world and beyond. The official statement announcing the new agreement said: “Guided by the longstanding historical ties among the three states, based on the enduring bonds of brotherhood and Islamic solidarity that unite them, and building upon their shared strategic interests and longstanding defense cooperation, HRH the Crown Prince, the President of Türkiye, and the Prime Minister of Pakistan signed the Makkah Joint Defence Agreement, reflecting the three states' shared commitment to further strengthening their collective security and to promoting peace, security, and stability in the region and beyond, in pursuit of a secure and prosperous future. The agreement is intended to strengthen collective deterrence against any act of aggression, and stipulates that any armed attack against any one of the three states shall be regarded as an attack against them all. It further provides for the enhancement of all aspects of defense cooperation among the three states”. Turkish foreign minister Hakan Fidan said that the pact would function similar to NATO, with a minister's committee, political and military committees, and a permanent secretariat to oversee the implementation of decisions. The permanent general secretariat is expected to be based in Saudi Arabia.

Popular

Editor's choice
Interview
Thursday Interview: Murad Muradov

Thursday Interview: Murad Muradov

Today, commonspace.eu starts a new regular weekly series. THURSDAY INTERVIEW, conducted by Lauri Nikulainen, will host  persons who are thinkers, opinion shapers, and implementors in their countries and spheres. We start the series with an interview with Murad Muradov, a leading person in Azerbaijan's think tank community. He is also the first co-chair of the Action Committee for a new Armenian-Azerbaijani Dialogue. Last September he made history by being the first Azerbaijani civil society activist to visit Armenia after the 44 day war, and the start of the peace process. Speaking about this visit Murad Muradov said: "My experience was largely positive. My negative expectations luckily didn’t play out. The discussions were respectful, the panel format bringing together experts from Armenia, Azerbaijan, and Turkey was particularly valuable during the NATO Rose-Roth Seminar in Yerevan, and media coverage, while varied in tone, remained largely constructive. Some media outlets though attempted to represent me as more of a government mouthpiece than an independent expert, which was totally misleading.  Overall, I see these initiatives as important steps in rebuilding trust and normalising professional engagement. The fact that soon a larger Azerbaijani civil society visits to Armenia followed, reinforces the sense that this process is moving in the right direction." (click the image to read the interview in full)