International Image Assistance

"It's not all that unusual for Arab countries to enlist U.S. PR firms to help with any image problems that they might be experiencing in the United States," said PR Week's Washington DC bureau chief. "These countries need the assistance of people on the ground ... who are familiar with the best tactics for earning beneficial media coverage for controversial clients." And several Arab governments have increased PR efforts since September 11, 2001. Kuwait "hired the New York PR firm Peppercom to market a Kuwaiti-directed documentary about the 11 September attacks," even sponsoring screenings. Saudi Arabia spent more than $15 million on PR campaigns in 2002, mostly with Qorvis Communications. A Syrian embassy spokesperson said their ambassador to the U.S. "had several informal conversations with New Bridge President Joe Allbaugh, a long-time political ally of President Bush," though the Syrian government has not officially hired the firm.