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.
