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Conference participants
face the challenge of reversing the Kingdom's post-9/11 image
An
international four-day conference, "The Image of Saudi Arabia
in the World," aiming to study the Kingdom's image and
develop strategies to "project its true image" was held
October 2-5, 2004. Participants from throughout the Arab world and
the West gathered at the King Faisal Hall in Riyadh for the
conference, which was organized by the Saudi Association for Media
and Communication (SAMC).
The
conference focused on ways to counter the negative, distorted
image of Saudi Arabia abroad since the terrorist attacks of
September 11, 2001 according to conference organizers.
"Since
the September 11 events, Saudi Arabia has been facing strident
media campaigns that vied with one another to tarnish the
Kingdom's international image and tried to discredit its values
and institutions," said Higher Education Minister Dr. Khaled
Al-Angari in his keynote address, according to Arab News.
"This forum seeks to study the situation of the Kingdom's
image in the world and work out strategies to project its true
image at political, media, cultural and social levels inside and
outside the country."
"We
will work with our friends in the world to highlight the true
picture of Saudi Arabia," added Dr. Al-Angari.
Participants
attending the conference included delegates from the United
States, Britain, Germany, France, Russia, Japan, South Korea,
China, Australia, New Zealand, India, and Pakistan. Other
contributors to the conference came form neighboring Arab and Gulf
states.
Dr. Ali
ibn Shuwail Al-Qarni, chairman of SAMC, said, "The recent
international events have made it all the more important to study
the conceptual image held by the countries around the world about
the Kingdom and the factors contributing to its development."
Dr. Al-Qarni also explained that the purpose of the conference is
to evaluate current programs to improve the Kingdom's image and
recommend more effective programs.
The
second day of the conference addressed ways Saudi Arabia can
improve its international image. One proposed method was to
connect with expatriates presently working in the Kingdom and ask
them to discuss their positive experiences of living and working
in Saudi Arabia once they return home. Another proposal, as
reported by Arab News, came from Dr. Abdul Aziz Turkistani.
Dr. Turkistani suggested an institutional arrangement to monitor
public opinion in other countries through Saudi diplomatic
missions abroad.
Other
suggestions for improving the Kingdom's image included using the
county's "economic clout" to respond to anti-Saudi
campaigns. This approach would apply economic pressure through
government avenues, such as steering contracts to countries where
Saudi Arabia's image is fairly portrayed. This method might also
include a strategic alliance with Japan, China, and India to put
pressure on the West.
Another
way to improve Saudi Arabia's image abroad suggested was to use
the private sector to distribute publications that put forth the
Arab perspective. An example cited in Arab
News was the Post
11th September encyclopedia, which explains the events of
September 11, 2001 from an Arab viewpoint. Other business efforts
were highlighted, such as the work of Saudi
Aramco and BAE Systems in promoting a good international image
of the Kingdom.
The third
day of the conference centered on the role of Muslims and Islam.
Suggestions were made for Muslims to be introspective about their
own societies and to forge alliances with supporters of Islam in
the West. One proposal pointed out an opportunity for Saudi Arabia
to promote a good image through visiting pilgrims during the Hajj
or Umrah.
Mohammed
Aslam Khan, an executive editor at Internews Pakistan, recommended
training programs to better develop the professional skills of
Muslim journalists. It would prepare Arab and Muslim journalists
to counter negative media reports and critics from other
countries. He also proposed an "Islamic think-tank" to
conduct research and reporting on Muslim countries.
The final
day of the conference on Saudi Arabia's image in the world
produced a recommendation for the creation of a higher council for
foreign relations to focus on improving Saudi Arabia's image
abroad. This council would be proactive in advancing the country's
image, and would assess changes in other countries' attitudes and
statements about the Kingdom. Mobilization of members of the
private sector was also discussed to help fund public relations
campaigns.
Saudi
Arabia's Efforts to Improve Its Image in the U.S.
Since the
terrorist attacks of 9/11, the Kingdom of Saudi Arabia has engaged
in public relations campaigns to counter misinformation in U.S.
media and to improve its image among the American public. The
Kingdom's most recent effort was a
radio campaign in 19 cities across the United States. These
radio ads, which debuted in September, highlighted the findings of
the 9/11 Commission Report.
"We
want to put to rest the charges that have been lingering around
since 9/11 that the Saudi government or Saudi officials have
funded terrorism or extremism," said Nail Al-Jubeir, Director
of Information at the Saudi Arabian Embassy in Washington D.C., on
CNN's American Morning show on August 18. "I think the
9/11 report from the commission vindicated us on this, and we want
to make sure that people in this country are aware of it."
In an
earlier campaign, Saudi Arabia ran print advertisements in various
U.S. newspapers. The
Royal Embassy of Saudi Arabia in Washington, D.C. created the ads
that stressed the Kingdom's sympathy and compassion with Americans
over the 9/11 attacks while also asserting Saudi Arabia's role
as a steadfast ally of the United States, especially in the war on
terror. Examples of these ads included a picture of the rubble of
the World Trade Center with text that read, "In the face of
such evil, there is only one place to stand. The passing of time
will not dim our [Saudi Arabia's] resolve. We stand with the world
community in the fight against terrorism."
Another
ad featured lighted candles with the text, "In remembrance of
those lost. In tribute to the heroes. As we [Saudi Arabia] mark
the first anniversary of September 11th, words cannot express the
deep sense of sorrow and loss we share with all Americans. We will
never forgive the perpetrators, nor forget those who suffered. We
remain committed to ending the scourge of terrorism in alliance
with the United States and the world community; and dedicated to a
future where children of all nations can live without fear and
flourish in peace."
In
addition to print and radio ads Saudi Arabians -- government
officials as well as business, media and academic leaders -- have
visited various US cities to meet with civic groups, local media
and other organizations, all in an effort to put a human face on
US-Saudi relations. The Saudi embassy's Nail al-Jubeir told an
Indianapolis television interviewer on October 19, "People in
Saudi Arabia know what's going on in the world. About 90 percent
of our households have access to satellite TV. They see everything
on American as well as Arab television. They know what we're
doing. We've arrested thousands of suspects. We've killed hundreds
of terrorists in the country. I think we've done more to arrest
and apprehend terrorists in Saudi Arabia than any other country.
It is a struggle. It's unfortunate that message doesn't go out.
You don't hear about the successes unfortunately. Always the
failures that people talk about," said al-Jubeir.
Arab
News Editor-in-Chief, Khaled al-Maenna, who recently met with
groups and media in Virginia's Hampton Roads area addressed
media issues September 13 at the Arab-US Policymakers Conference
in Washington, "I do hope and pray that in the future, if
there is any sort of judgment to be made on us, it should be made
by people who are competent and who are peers and who know about
us. I have seen lies in the print media here and on TV here. I am
a liberal. I support criticism. I want the free press. I want the
press to be really free, but sometimes, you wonder if the press
here is free enough to tell the truth about other countries, other
religions, especially about countries that for years were allies
of the United States."
Images,
Anti-Saudi
Rhetoric and Election 2004
The
effectiveness of such public relations campaigns on behalf of the
Kingdom is not readily discernible. However, Saudi Arabia remains
a hot topic of interest and contention in the United States with
the current presidential debate focusing particular attention on
the relationship. Sarah
Whalen writing in Arab News quoted pollster Frank Luntz as
saying, "Kerry
fired the first campaign attack on U.S. dependence on Saudi
Arabian oil -- and it was clearly a hit with the public."
The
vilification of Saudi Arabia among Americans has been so complete
in the view of Abdulaziz Sager, chairman of the Gulf Research
Center, that, as he noted in a Daily Star op-ed on October
20, "..presidential hopefuls appear to find it necessary to
portray a negative stand toward Saudi Arabia, lending a blind eye
to the findings of the past three years. A U.S. friend commented
on the situation by saying: 'You need to understand the
position of the presidential candidate, John Kerry. He
certainly cannot swim against the tide of American public opinion,
which continues to hold the Saudi state and society in negative
light. Lashing out against the kingdom has become an electoral
'must' in order to boost the popularity of the presidential
candidate and cast him in the image of a politician determined to
fight terrorism.'"
Should we
expect the anti-Saudi rhetoric to fade after election day? Not
according to Sager, "This almost compulsive need to
'personalize the enemy' will continue for some years, at least
until an alternative emerges in lieu of the old - perhaps a new
political leader or a new state would have to be identified to
bear America's official and popular inimical sentiments."
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