To improve its image in the Arab and Islamic world, the US could not just rely on its rigid diplomatic approach, it should instead employ more "soft tactics", which are conducive to promoting exchanges among the people and building mutual trust. For instance, the US could enhance its relations with the Islamic world through pop culture and sports activities that appeal to the young all over the world.

Mr Michael Holtzman, a leading figure in international public relations, said that many young people in the Arab countries liked American entertainment and pop culture, including basketball. However, instead of fully utilizing these opportunities to improve its relations with the Middle Eastern countries, the US often relied on its rigid diplomatic approach.

Mr Holtzman gave his views on the US' diplomatic approach and international image during a question and answer session after speaking at the Ministry of Information, Communications and the Arts' Third Public Relations Academy Annual Conference yesterday.

He felt that democracy and freedom extolled by the US were not uniquely American values. But the US had incurred the wrath of others as it imposed its image and will on them while promoting such values, he added.

Citing Senior Minister Lee Kuan Yew's remarks at the 10th Nikkei "Future of Asia" conference in Tokyo last Thursday that it had taken the US more than ten years to bring democracy to Japan and Germany after World War II, he said that similarly the US could not expect post-war Iraq to take the road to democracy.

SM Lee had noted, "I do not believe, with the time that the American have at their disposal to stay in Iraq, that they can bring about democracy in Iraq. I think it will be very difficult."

On this, Mr Holtzman said, "Iraqi students and young people also long for democracy and freedom but what they want is to establish democracy and freedom themselves, and not be decided by the US. It is their right."

Mr Holtzman led a successful campaign to help China clinch the rights to host the 2008 Olympic Games. He was also named “2002 PR Person of the Year” by PR Week Magazine. In February 2004, he was appointed Special Advisor to the Director of the Policy Planning Staff at the US Department of State. In this capacity, he is the key publicity strategist to Secretary of State Colin Powell on foreign policies.

He pointed out that the US' reputation plunged in the Middle East and the Islamic world during the Iraq war. Though the situation improved slightly in March, the torture of Iraqi prisoners by American troop had dealt another blow to the US' reputation. It had cost the US an opportunity to improve its international relations and affected its credibility of deploying troops to Iraq.

A survey conducted by the US public relations firm Brown Lloyd James reveals that few citizens in the Arab and Islamic world have a good impression of the US. Before September 11, the figure was around 50 per cent but it dropped to about 10 per cent before the Iraq war. In March 2004, the figure rose to slightly more than 20 per cent.

The survey results also reveal that over 60 per cent of the people in the Western allied countries see the US in a positive light before September 11. Before the war broke out in Iraq, the figure dropped to only 30 per cent. It was only during the Iraq war and March 2004 that the figure exceeded 40 per cent.

Mr Holtzman said that to rebuild its reputation and credibility, the US must focus on building trust and respect for the US, and not raising its popularity.

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