Under normal conditions, according to public relations professionals, the little guy or weak side (David) has a fair chance of winning a public relations war against a vastly stronger adversary (Goliath). Public sympathy instinctively lines up on the side of the underdog because he is puny and weak. And there is instinctive rooting against the stronger side.

The rule rings true in international politics, business and sports. Wherever public opinion and sentiments have a say, the pendulum gravitates toward David. Nobody loves Goliath.