Join the Saudi-US Relations Information Service mailing list Email: Saudi American Forum

SAUDI ARABIA LAUNCHES NEW PR CAMPAIGN

Radio spots focus on 9/11 Commission Report to quash lingering doubts 

CURRENT DEVELOPMENTS

Saudi Arabia has launched two new radio advertisements in 19 cities across the United States. These radio ads, entitled "Speculation" and "Fear," highlight the recently released findings of the 9/11 Commission Report.

Both ads feature the 9/11 Commission's finding that there was "no evidence that the Saudi government as an institution or senior Saudi officials individually funded the organization" Al Qaeda. The ads also feature the commission's recommendation of a renewed pledge between the United States and Saudi Arabia -- "A commitment to fight the violent extremists."

"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."

Both radio ads end with the statement: "A message from the people of Saudi Arabia. Strong allies, committed friends."

"We have been allies for over 70 years," said Al-Jubeir, commenting about the ads' ending message. "We worked together - through the thick and thin. We were allies in the fight against extremism, against communism, against socialism, whether it's in Africa, Central America, our part of the world, and also in Afghanistan, to fight the Soviet occupation. So, it goes longer.

"What detractors have been saying is they're trying to define U.S.-Saudi relations based on 9/11 and as if the Saudi government has -- was fully complicit in that attack. And, those ads are saying no, there's more to it. This -- we have nothing to do with it, and this is what your own commission is saying."

Thomas Lippman, author of Inside the Mirage: America's Fragile Partnership with Saudi Arabia, commented in an interview with the Saudi-U.S. Relations Information Service, "Probably the single most beneficial thing that has happened to the U.S.-Saudi relationship in some time was the publication of the 9/11 report. You can now stand there with the 9/11 report in your hand and say, 'The Saudi Arabian government is not financing or promoting acts of terrorism against the United States.'"

The new radio ads will run through September 6 in select cities, including Washington, Dallas, Chicago, and Boston.

BACKGROUND

Since the terror attacks of September 11, 2001, Saudi Arabia has come under intense scrutiny, especially in the media. The kingdom has been questioned as a U.S. ally in numerous books and film. The film "Fahrenheit 9/11" casts the personal and financial ties between the Saudi royal family and President Bush in a negative light while also questioning the departure of Saudi nationals from the United States following 9/11. The 9/11 Commission in its final report found no impropriety in these flights.

Prince Saud Al-Faisal, Saudi Minister of Foreign Affairs, said in late July following the release of the 9/11 Commission Report, "The 9-11 Commission has put to rest the false accusations that have cast fear and doubt over Saudi Arabia. For too long, Saudi Arabia stood morbidly accused of funding and supporting terrorism. In contrast to the insinuations of the infamous Congressional report, with its 28 redacted pages, which aimed at perpetuating these myths instead of investigating them seriously, now there are clear findings by an independent commission that separate fact from fiction.

"For too long, almost any rumor about Saudi Arabia was accepted as truth and a rush to judgment ensued. What the pundits and constant critics of Saudi Arabia may not realize is that the image of Saudi Arabia they tried to impress on the American psyche is in line with what the terrorists themselves wanted to accomplish. And both pundits and terrorists, through their actions, intended to sever ties between our two countries and peoples."

Pat Buchanan, political commentator, former presidential candidate and author of The Death of the West, said in a May 2004 American Conservative article [featured in the Saudi-American Forum], "For much of the animosity [towards Saudi Arabia] is coming from pundits who pride themselves on hard-headed realism .. Saudi-bashing makes for good politics. Even John Kerry has gotten in on the act. But there is a vital interest here. Can anyone believe that if the Saudi monarchy collapses in revolution the regime that rises in its place will be as friendly to this country or that, in deciding whether to pump or not to pump oil, it will be as receptive as the kingdom is today to America's needs and requests?"

Saudi Arabia has countered these allegations with media ads of its own. The latest radio ads, which use the findings of the 9/11 Commission, are just two examples of the kingdom's determination to rebuild its image with the American people. Previously, Saudi Arabia has run print ads in various newspapers. These print ads emphasize the kingdom's sympathy with Americans over the 9/11 attacks while also affirming Saudi Arabia's role as an ally with the United States in combating terrorism.

The kingdom has released news of its successes in the war on terror to also help counter allegations in the media. In a 2003 report, the kingdom verified that, "Since September 2001, Saudi Arabia has arrested more than 500 individuals with suspected ties to terrorism."

Saudi Arabia has also incorporated quotes from high-ranking U.S. government officials in some of its public relations campaign ads. In one such example, President Bush said in July 2003, "American and Saudi Arabia face a common terrorist threat, and we appreciate the strong, continuing efforts of the Saudi government in fighting that threat."

CONCLUSIONS

The two new radio ads released by the Royal Embassy of Saudi Arabia aim to achieve maximum impact by their timing and medium. They believe radio is the best way to reach Americans in August and September when people are traveling.

Nail Al-Jubeir, at the Saudi Arabian Embassy, said on CNN's "American Morning" show on August 18, "What detractors have been saying is they're trying to define U.S.-Saudi relations based on 9/11 and as if the Saudi government has -- was fully complicit in that attack. And, those ads are saying no, there's more to it. This -- we have nothing to do with it and this is what your own Commission is saying.

"The more people know about Saudi Arabia, the less ammunition it gives to the enemies of the relationship."