WASHINGTON, 11 June 2003 — In an effort to curtail a public relations crisis in the United States, the Saudi Embassy yesterday announced a nationwide advertising campaign aimed at improving the country’s image by explaining that Saudi Arabia, like the United States, is a victim of extremists and a reliable ally in President Bush’s war on terrorism.

“Despite all of the attention we have received, few people know what Saudi Arabia looks like or appreciate how far we have come in the last 30 years,” Saudi Ambassador Prince Bandar bin Sultan said in a statement announcing the campaign. “We are a modern nation with normal people living normal lives.”

The campaign includes two ads. One is called “Shared Values,” which describes the common values of the United States and Saudi Arabia. The other is called “30 Years,” and describes the Kingdom’s progress over the past three decades.

“Most Americans’ perception of Saudi Arabia is what they get from the pundits,” embassy spokesman Nail Al-Jubeir, told journalists. “They only hear bad news.”

Saudis in Washington applaud the effort: “I think it’s important to have an aggressive public relations campaign, because the media here tends to shape public opinion and many people watch television rather than read a newspaper,” said Kareem Idriss, a Saudi intern at the Middle East Institute, who next month starts work as a research associate at the New York-based Council of Foreign Relations.

“Saudi Arabia needs to engage the American public on a cultural level in order to break stereotypes and give Saudis a chance to voice their concerns and introduce their culture as they live it,” said Idriss.

“Recently, the Saudis have had their identity stolen, and their faith hijacked by religious extremists. As a result, the voice of Saudi moderates has not been heard. By itself, a TV ad campaign will not be enough, but it is a crucial component of Saudi efforts to be better understood in the US among the American public.”

Idriss said the voice of the average Saudi needs to be heard by the average American, and said there is a real need for an open, honest dialogue to help improve US-Saudi relations.

“It is important to give Saudis a chance to explain themselves, and not let the overwhelming criticism by so-called experts get in the way,” said Idriss.

Middle East experts also supported the initiative: “I think it’s a terrific idea and a long overdue initiative on the part of the Saudis,” said Les Janka, chairman of the Washington-based Council for American-Saudi Dialogue, a non-governmental organization aimed at improving understanding between both peoples.