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Hill Knowlton to Saudis: What Americans don't know, they fear

SPECIAL TO WORLD TRIBUNE.COM
Sunday, October 13, 2002

ABU DHABI Ñ Saudi Arabia has been urged to launch a multi-level public relations campaign in the United States.

A leading U.S. executive has presented a plan to improve Saudi Arabia's image in the United States. The plan is based on quietly bolstering relations with leading U.S. politicians, diplomats, industrial and technological leaders, Middle East Newsline reported.

"It's vital to create a dialogue between the general public of America and Saudi Arabia, an ongoing conversation," Jim Cox, global account director for Hill Knowlton, said. "It's a process that is going to take time. There is no quick fix."

Saudi Arabia has been a client of Hill Knowlton since 1986. The company has been trying to improve Riyad's image in the United States since the Al Qaida suicide attacks in New York and Washington more than a year ago. Fifteen of the 19 Al Qaida hijackers were Saudi nationals.

Cox, reviewing his company's strategy in a meeting with Saudi reporters, said the kingdom must open up to U.S. journalists. He said meetings between U.S. and Saudi leaders should be open to news coverage and provide an opportunity for Americans to learn about the kingdom.

"What you don't know, you fear," Cox said. "You have to get through to Mr. and Mrs America. You have to develop the support there is for the kingdom already in the U.S. and then set about creating more friends. You have to be openly, actively and aggressively engaged with the U.S. media. If they don't know you, they won't trust you."

A second level of the Saudi PR strategy must also include the expansion of business with the United States. Saudi purchases of U.S. goods have dropped by more than 30 percent over the last year and Cox called for greater contacts between the business communities of the two nations.

Cox said Americans remain distrustful of Saudi support for groups that are suspected of engaging in violence. He recommended that Riyad release information on Saudi support for Islamic charities despite the opposition this might encounter in the kingdom.

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