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THE IMAGE OF SAUDI ARABIA

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."