Greater media interaction needed to cement Saudi-Pakistan ties

In modern-day diplomacy, the media plays a vital role in strengthening interstate relations. It is recognized as an effective tool to bring people closer and helps create awareness about each other’s civilizations and strengths.

A carefully-crafted media policy is thus essential to project a softer image of a country. Pakistan and Saudi Arabia’s relationship is embedded in common historical and religious traditions. The enviable cooperation was inherited and continues to be honored by the current leadership in both countries. Therefore, the new generation needs to be educated about the elements which form the basis of this relationship. This glorious friendship must be passed on to the future generations and the media, therefore, shares the responsibility to devise strategies and play its part.

Media cooperation has several dimensions to adhere to. First and foremost, the print and electronic media must project the goodwill which already exists among the people and the leaders of the two countries. That being said, dissemination of information about industrial, agricultural, technological and cultural prowess is equally essential to create a good image. The contribution of Pakistani workers in the development of infrastructure in Saudi Arabia; and Saudi extending help to Pakistan – financially and in the form of oil supplies on deferred payment – must be highlighted by the media.

Arab News is a pioneer in making the first media ingress in Pakistan. Recently, it launched its digital edition – specifically for Pakistan – which is a welcome move and will go a long way in appraising people and decision-makers in the country about developments in Saudi Arabia, the Kingdom’s views on regional and international issues, and its efforts to unite the Muslim community.

Similar efforts are required by media investors from both the countries, especially in electronic media platforms and through non-traditional methods such as documentaries, films, drama, and social media.

Given the socio-strategic makeup of the region we belong to, there is a dire need to bring the two nations closer and convey to the coming generations the need to cooperate and work for shared objectives. The following areas can be identified for the formulation of a result-oriented media player:

• Apprise Pakistanis about the love and affection shown by past leaders from Saudi, especially King Faisal bin Abdul Aziz and the present leadership under King Salman bin Abdulaziz and Crown Prince Mohammed bin Salman. During a recent visit to Pakistan, the crown prince was gracious enough to tell Prime Minister Imran Khan that he was “Pakistan’s ambassador to Saudi Arabia.” These remarks won the hearts of several Pakistanis across the world.
• It’s important to recall the contribution made by Pakistani professionals, especially engineers and doctors, toward infrastructure development and health facilities in Saudi.
• Compliment relentless efforts made by the Pakistani diaspora in various sectors of the Kingdom.
• Publicize humanitarian assistance made by Saudi to countries across the world and its contribution toward Islamic causes.
• Saudi labor policies.
• Saudi’s role in the resolution of disputes among Muslim countries and its assistance in conflict management.
• Saudi’s investments and economic policies.
• The Kingdom’s rich cultural and tourism potential.
• The country’s plans for Vision 2030.

In the age of fast communication, the role of electronic, print and social media can’t be overemphasized. Social media has been playing a tremendously important role in molding public opinion. This tool must be fully exploited to bring the two nations even closer.

Additionally, there should be a regular exchange of media delegations who are aware of each other’s policies, especially in terms of enhancing mutual economic activities. The business community, for their part, mainly use a third country to export and import goods. By using the media as a tool, we should highlight the facilities available in both countries in order to increase direct contact between the two private sectors. Documentaries and short films portraying each other’s culture can be screened in both countries as s means to promote tourism.

There are presently 28 national TV channels and 75 regional channels operating in Pakistan which play an effective role in shaping public opinion on various issues. In addition to this, Radio Pakistan and numerous FM radio channels can contribute to creating bridges of understanding between the two nations. Saudi TV channels are a popular mode of disseminating information too and can be used to highlight the strength of the ties between the two nations.

Even though print media – with the evolution of digital technology – is witnessing a decline, it continues to remain important nonetheless. Prominent columnists, opinion page contributors and members of editorial staff can be provided up to date information for use in their writings.

Ministries of information in both countries should facilitate contact between media houses and provide material and opportunities to encourage contact and exchange of information. Information wings in respective embassies should be strengthened and used as a pivotal tool for media cooperation. The current visit by Pakistan’s Information Minister can be a starting point for joint productions, dramas and other areas of mutual cooperation.

– Rizwan Ul Haq Mahmood is a former Pakistani diplomat. He served in many Arab and Islamic countries as a member of Pakistan Foreign Service. He was consul general of Pakistan in Jeddah from 1999 to 2001. He also served as ambassador to Morocco and Spain.