Saudi Arabia has an image problem. To solve it, one of the biggest public relations firms in the business proposed an out-of-the-box idea.
But the current contract could be one of the most lucrative among its partnerships with the kingdom in recent years, according to Foreign Agents Registration Act filings. Edelman, an agency under Daniel J. Edelman Holdings known as United Entertainment Group, broke down the costs for the contract into four categories: research, planning and strategy; media relations and strategic partnerships; social media plan development and outreach; and client management and reporting.
Ben Freeman, a research fellow at the Quincy Institute for Responsible Statecraft, noted that this was far from the first time the kingdom has used pop culture for public relations. He pointed to the crown prince’sand Dwayne ‘The Rock’ Johnson on a visit to the United States years ago. The lobbying and communications shop BGR dropped Saudi Arabia in 2018. But in May, the firm finalized a deal to represent the non-governmental Islamic organization Muslim World League, to which the kingdom is “the leading contributing member.” A number of other firms have also inked contracts with Saudi Arabiain 2018 after the Khashoggi murder.
In a previously unreported 109-slide proposal filed, per law, with the Department of Justice this June, Edelman proposed, what it dubbed, a five-year-long “Search Beyond” campaign. Yun Lee, a spokesperson for Art Basel, said the organization “does not have any form of partnership in place or in development with Edelman.” A spokesperson for South by Southwest said it had not been approached by Edelman or Saudi Arabia, and when asked about whether it would accept Saudi funds, refused “to answer a hypothetical.”
The presentation proposed that the Saudis would develop partnerships with international celebrities and major institutions and pursue opportunities that could lead to productions filmed throughout the kingdom.
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