The reputation of Saudi Arabia in the West has always been controversial due to its
record of human rights abuses and the
Saudi involvement in the Yemen civil war. The
United Kingdom and
United States have become a major centre for public relations (PR) supporting the Saudi regime.
Lina Khatib, head of the Middle East and north Africa programme at
Chatham House, said that Saudi Arabia had embarked upon a "wide-ranging PR campaign focused on the UK and the US" since 2016, which involved English-language content targeting a British audience. This PR, linked with the support of
Theresa May in arms sales during the war in Yemen. In the UK, media PR depicted
Mohammed bin Salman as a reforming prince, and major newspapers ran adverts promoting Bin Salman's 'reform agenda'. and a UK Foreign Office spokesman said, "These are extremely serious allegations. We are aware of the latest reports and are working urgently to establish the facts, including with the government of Saudi Arabia."
France also sought an explanation as to how an "accomplished and esteemed" journalist such as Khashoggi vanished. Following the
murder of Khashoggi, Germany's Chancellor
Angela Merkel halted the sale of weapons to Saudi. A non-binding resolution was also voted in the European Parliament to "impose an EU-wide arms embargo on Saudi Arabia". Canadian Prime Minister
Justin Trudeau threatened to cancel a multimillion-dollar defence contract amidst the Khashoggi controversy. Consulum, a London-based PR firm primarily staffed by former
Bell Pottinger employees, has worked on communications programmes with the Saudi Arabian government and PR firm
Freud Communications, which has worked with the kingdom in propagating the
Saudi Vision 2030 relaunch under Bin Salman, distanced itself from the regime following the disappearance of Khashoggi.
Pagefield Global Counsel and
Kekst CNC (a London division of French PR company
Publicis) have said that they previously worked with the regime but no longer work in Saudi Arabia. A number of media companies that have worked with the Saudi state to promote its overseas image. Bin Salman met
Vice Media founder
Shane Smith in early 2018 on his tour of the US, and Vice has had a team promoting the country with the
Saudi Research and Marketing Group (SRMG), a Saudi regime-affiliated publishing group and 'organ of
soft power'. SMRG has signed a deal with
The Independent to launch foreign-language websites (including Arabic) across the Middle East, which has led to concern over potential editorial influence by the Saudi publisher. SMRG also donates to the
Tony Blair Institute for Global Change to facilitate
Tony Blair's work on the Saudi modernisation programme. According to a FARA eFile document filed with the US Department of Justice, the
Embassy of Saudi Arabia in Washington, D.C., hired an ex-top lobbyist of
the Heritage Foundation for a brief legislative push before the inauguration of 2020 President-elect
Joe Biden and his administration. The contract with Off Hill Strategies worth $25,000-per-month was effective from 19 October 2020 through 18 January 2021, two days before the inauguration of President Biden. As per the filing, the PR firm was tasked with serving "federal legislative advocacy and related services to support the Embassy's congressional outreach efforts and further advance bilateral ties between the Kingdom of
Saudi Arabia and the United States." During the primary debate of 2019, Biden was quoted as calling Saudi Arabia a "pariah" and promising to end the US arms sales to Riyadh following its alleged use in the Saudi-led coalition's war in Yemen that has resulted in the deaths of thousands of civilians. Off Hill Strategies has been called the Saudi embassy's first hiring in 2020. ==International organization participation==