Crown Prince Mohammed bin Salman bin Abdulaziz sat for an important interview with Abdullah Al Mudaifer that was broadcast on several Saudi television channels. The interview underscored the Crown Prince’s clear approach through files that are all equally significant.
No doubt that several articles can be written over what he disclosed in the interview. I will, however, focus on the media policy of the architect of Vision 2030, Crown Prince Mohammed bin Salman.
Two years ago, the crown prince sat for an interview with this newspaper and now, he sat for a televised appearance. In other words, the architect of the vision spoke to two Saudi media outlets, not foreign media. We are therefore, presented with his media approach.
The Crown Prince has several major qualities and there isn’t enough space here to discuss them. One distinguished quality that is easily overlooked is that he implements what he says he will do. If he states something, then he means to say it. He is specific in stating what he means. This has been demonstrated ever since he made his famous statement that no one implicated in corruption will be allowed to get away with it.
The Crown Prince’s interview is, therefore, important because he is binding himself to what he is saying. He does not maneuver, which is sometimes a political right, but his statements have a credibility and impact because he means exactly what he says. This has been demonstrated since his announcement of Vision 2030 and until this day.
The Crown Prince’s televised interview explained, convinced and reassured. It outlined all aspects of the near future. It also underscored the policy of moderation and firmness in fighting extremism. It reassured investors and delivered his political message to the world. All of these messages were sent through Saudi media.
And this was the point: Saudi media. We in turn, are in desperate need to implement the Crown Prince’s media policy whereby every Saudi official would talk to the citizens through the Saudi media.
Yes, we should speak through western media, but this our story. The Saudis are the most important part of this journey. As long as the policy adheres to the Crown Prince’s media approach, then the message will no doubt reach the world.
By first sitting for a written interview and now through a televised appearance, Crown Prince Mohammed is cementing the true rules of the game. We, therefore, need a weekly brief that explains the Saudi position. We need to excel at the art of media leaks, internally and beyond, and pinpoint the relevant media outlet and targeted audience.
Of course, we must not forget social media as they are also means of promotion. This is important because the battle aims to win hearts and minds. The whole battle will play out in the media. We boast a soft power and all we need are the skills to use the tools, through a vision that is just as clear as the Crown Prince’s and his policy.
In sum, we must prepare the media stage. One example can be through restoring and revamping the second Saudi English speaking channel. Weekly briefings must be held and the art of media leaks must be developed. These steps adjust expectations and explain stances. Officials must also first speak to Saudi media, before western ones, and pave the way for foreign journalists, because seeing is believing.
Saudi Arabia has not told its entire tale, especially amid the efforts inside the Kingdom that are being exerted by the architect of the vision, Crown Prince Mohammed bin Salman. The real change is not just taking place in Saudi Arabia, but the entire region. All we need is the implementation of the policy of the Crown Prince and his strategy in all files, especially the media.
