SEGHAYER Don't let the title give the wrong impression. I am not calling for the promotion of a positive image about Saudi Arabia, which is far from reality on the ground. What I am calling for, however, is for us to exercise our rights to present a genuinely true image about life in Saudi Arabia, especially taking into consideration the fact that our image has been seriously damaged by the events of September 11, 2001. In fact, many have exploited that devastating event to reinforce or develop stereotypical perceptions about our country. I think that we should always employ what I like to call a “universal formula” whenever we indulge ourselves in a discussion of this nature; that is, every country has positive and negative aspects. Just like any other society, ours is not a perfect or an ideal society without problems. We can do several things to advance a positive image of our country. We need to train very well-educated Saudi citizens who are capable of presenting the true image or at least to better reflect the reality of Saudi Arabia. To accomplish this vital task with a reasonable high degree of success, we need to depend on our own people instead of relying on others. Saudi nationals need to be very well-trained on how to present and discuss a wide range of issues in a more appealing manner that is better-suited to the way Westerners, in particular, think and argue. We need to contain those who relentlessly endeavor to present unpleasant images about us. We can do this by inviting them to visit our country, thus giving them the opportunity to gather first-hand information. We could also establish a platform for an open-ended, wide-ranging dialogue with them. As such, our doors should be wide open to the world, and we should attract and welcome everyone, including skeptical people. By so doing, we can break the misleading stereotypes they have about us. Furthermore, they will see for themselves how we conduct our businesses, how we raise our children, and how we participate in the life of our communities. All in all, they will have an opportunity to see a cross-section of what life is like here. In relationship to this point, we should embark on building information centers in the major cities all over the world that can provide true and up-to-date information about Saudi Arabia. These centers should employ well-trained and well-informed Saudis to work as representatives on behalf of our country and to answer inquiries concerning issues pertaining to Saudi Arabia. They could give speeches on request and present a true version of what is happening in the Kingdom. We could also sponsor exhibitions and information booths at appropriate events at every possible opportunity. We could also expand our ambition and embark on a global campaign to brand ourselves as a nation of humanity that cares about the development of its own citizens first and foremost, as well as the stability, security, prosperity, and development of the world at large. We should appear as willing to go the extra mile and do what we can to make the world a better place. We could do this by utilizing every available media platform. I am certain that our leaders are doing their best to convey Saudi character and culture to the international community through diplomatic channels. But we strongly need to build public relations by establishing a dialogue with people in other countries about our culture and values, and the effects those values have on us and on the rest of the world. Also, we need to reach out to local news organizations around the world by granting interviews and holding press conferences more frequently. We could also offer educational and cultural exchange programs. As readers approach the end of this article, they may be wondering why we need to care so much about projecting a positive image of our country. They may argue that we probably should let people draw whatever conclusions about us that they want. It is, after all, their problem, not ours. While it is readers' prerogative to believe that, they should bear one thing in mind: allowing such a negative, warped image to exist in the world's collective mind—not to mention letting it get more and more warped—will hurt our country greatly on so many levels; politically, economically, culturally, and even on an individual basis. Thus, it is time to take action and correct the inaccurate, negative attitude toward Saudi Arabia and its people that flourishes in some parts of the world. I cannot emphasize enough how important it is to employ every effective means to present a different version of the real Saudi Arabia. I hope this will happen in the near future. (The writer is a Saudi academic who can be reached at [email protected]) __
