WASHINGTON - Two months ago, Christopher Ross was languishing in diplomatic exile, his 30-year career as a foreign service officer topped out with two ambassadorships. After the catastrophe he saw that awful Tuesday on television in his Capitol Hill townhouse, he wondered, like most Americans, what he could do.
But unlike most Americans, Ross had a skill that could help the U.S. government but was dismissed when he was nudged into retirement two years ago at 55: He is reputed to be the most fluent non-native Arab speaker in the diplomatic corps, conversant in many dialects of a complex tongue, a man said to speak Arabic better than some Arabs do.
It wasn't long before former colleagues at the State Department were floating his name. The United States was losing the public relations war with Osama bin Laden, whose videotaped diatribes were making a splash in the Muslim world with no one to deliver the U.S. counterpoint.
Now Ross is back as chief interlocutor, giving voice to America's policy in a region where many people detest the world's only remaining superpower. Soon he was on the Arab television station Al-Jazeera, responding to bin Laden's latest exhortations in flawless Arabic for 35 million viewers.
"He is very well positioned to lead the effort to tell our story in the Arab world," said Robin L. Raphel, senior vice president of the National Defense University in Washington, D.C. "He is already familiar with the culture and language. He's ideal, really, for this kind of work."
Ross' rise from bureaucratic castoff to diplomatic hot property illustrates a public relations turnabout.
"It says we should have been doing this all along," Edward S. Walker, president of the Middle East Institute in Washington, said of the renewed appreciation for Ross' talent. "We should have sensitivity to what people are saying and thinking in the region. We haven't listened."
Now the Bush administration is scurrying to reclaim lost ground, bringing on advertising whiz Charlotte Beers, who launched her career marketing Uncle Ben's rice, to lead the public diplomacy charge.
But this isn't a side dish they are selling, it is unpopular U.S. foreign policy in a language in which one poorly chosen word or image can have serious consequences.
Ross was hired by Beers not only to translate American posture into Arabic prose but also to explain the Arab and Muslim mind-set to an administration trying to improve America's image. It is a job experts say will require more than flawless language skills, as evidenced by some harsh reviews after his maiden Al-Jazeera appearance.
"His performance was terrible. He was repeating himself, sticking to the talking points. He was like a robot who speaks Arab," said Moua Fac Harb, Washington bureau chief of Al Harat, a London-based Arab newspaper.
"He has great communication skills, people like him and he's a wonderful guy. But sending someone who speaks the language is not enough to win the media war."
Still, even a stilted performance was better than the vacuum that existed a month ago, Ross said. Now bin Laden is no longer dominating the communication war, he said.
"It took a while for us to get up to speed, but ... I think he is beginning to lose his edge," Ross said, referring to the accused terror mastermind's second video appearance, which drew far less global attention than his first.
"He looked very distracted, very ill at ease, and I think the fact that I was there to counter that statement almost point by point helped defuse it. ... I think we're easily his match at this point in the war of words."
Despite his proficiency in Arabic, Ross is still an agent of the State Department, perceived as a "stooge" by Arab and Muslim populations that trust neither government nor the media, experts said.
Moreover, he is not a Muslim.
"In this case, the messengers are as important as the message," said Sandra Charles of C&O; Resources Inc., an international consulting firm specializing in the Middle East. "It can't just be Chris and it can't just be Americans. We need to find people in the Muslim world as well."
But experts agree that Ross serves an invaluable purpose as a direct channel from the Bush administration to the Muslim world, unfiltered by overseas translation and spin. It is a job he seemed destined for since childhood.
Born in Ecuador, he learned Spanish first, refused to try English until he was 3, then emerged one day speaking it in full sentences.
"He had been off practicing in his room," said his father, Claude G. Ross, retired ambassador to Tanzania.
By 8, he was trilingual in English, French and Greek, which his mother spoke. (He lost his Spanish after the family left South America.) The few months he spent in the United States were mostly in California, but his father's itinerant foreign service career took him more often to Beirut, Lebanon, and Cairo, Egypt.
He heard Arabic as a child but did not study it until he attended Princeton University, landing a fellowship at a rigorous language school in Lebanon.
When he was named ambassador to Algeria more than 20 years later, Ross went with other newly sworn diplomats to meet the Arab media and fielded every question in Arabic, stealing the show and "putting the French ambassador's nose out of joint," his father said.
His rise in the foreign service was meteoric - from lowly U.S. Information Agency public affairs trainee to ambassador. His posts were rarely soft. He was deputy chief of mission in Algiers when it served as a go-between in the 1981 Iran hostage crisis.
He spent seven years as ambassador to Syria, where relations with America were not particularly warm. His retirement was typical of the career arc of many diplomats, who often are forced out after reaching senior levels.
The goodwill he encountered over three decades in the volatile region is what he intends to build on now, believing it is American foreign policy that Arabs disdain, not Americans.
"This may come as a surprise, but as a general proposition, Arabs like Americans," he said from the seventh-floor State Department offices where the image battle is plotted. "Close friendships are often formed. Where many Arabs part company with us is on our policies."