A country’s image is its ‘brand’ and building an image is like building a brand. No country or society is perfect. What differentiates nations is the perception about them and the quality of their ‘brand’. The American or the ‘western brand’ holds sway where perceptions of progressive societies are concerned. It has not emerged overnight, but as a result of conscious and sustained image projection campaigns by these nations to project the values in their societies. They have been successful in creating ‘role models’ in every sphere and at all levels. In the case of Pakistan, an absence of a planned image projection campaign and our inability to create sufficient role models has allowed the international media to generate a perception about Pakistan that is largely negative.

Pakistani nation as a whole is seen as retrogressive and given to wild emotional swings with unpredictable fallouts. We present a confused picture. We do not know what comes first? Our obligation to the nation or our perceived commitments to the Ummah? We are not clear about the sort of image that we want to present-a liberal image or a conservative one.

Pakistan with less ethnic diversity than India is viewed as a nation that can break up any time. A section of our media thrives in projecting the incidents of ethnic discord. A superb study by Rao Mohammad Iqbal of the ‘Institute of Pakistan Studies’ at Quaid-i-Azam University highlights the role of Urdu and regional press in generating ethnic hatred. Our image that has taken a battering for half a century in virtually every sphere is in tatters, with no effort by any section of the government or society to address the situation.

The reality is that the bulk of the nation is conservative with a tribal culture that thrives on confrontation. Our leaders and certain elements of intelligentsia have exploited this traditional mindset so as to divert attention from core social issues. Over a period of time the people have been fed with so many conspiracy theories that a vast majority genuinely think that the governments of the western nations in general and that of the USA in particular devote most of their time and energies in plotting Pakistan’s downfall. Our Governments have nearly always tried to explain away their shortcomings to regional and international conspiracies. Pick up any newspaper, especially an Urdu one and you will come across stories, views and analysis of the Jewish and Western conspiracies. Visitors to this country are bombarded with the same stuff, this time from the taxi drivers, shopkeepers and even educated persons they come into contact with.

The cumulative effect of all this is that our conservative character has become synonymous with fanaticism, intolerance and a misplaced concept of jihad. Our society is projected as following ‘role models’ that have all these negative qualities. In such a situation it becomes difficult to present a balanced and responsible image of our society as a whole.

The Western media on the other hand projects their ‘role models’ as tolerant, cultured and cherishing good values. It encourages others to emulate them; as a result setting in motion a cycle that ensures creation of role models in sufficient numbers. This favorable critical balance of role models projects a positive image of their society. The most noticeable thing in their media campaigns is the sense of pride that these campaigns infuse in the nation and a total absence of self-pity. We however tend to wallow in self-pity.

At a seminar organized by the youth wing of Karachi Rotary Club in August 2002 on the subject of ‘Marketing Pakistan’s Image’, most of the speakers (all prominent national personalities) were of the opinion that as a nation we have so many faults that it is not possible to project a positive image unless the entire nation reforms itself. Since that being a virtual impossibility, the speeches were more of an exercise in lamentation rather than coming up with suggestions to help improve Pakistan’s image. It was, however, heartening to see the young Rotarians refusing to be drawn into a state of self-pity. With such proud and talented youth, this nation certainly has bright future, provided it can overcome its image problem.

Our image building campaign should therefore, not be based on apologies. It should focus on projecting the role models, the many individuals, groups and organisations that are rendering valuable service for the common man in the field of health, education, economy, women empowerment, care for the orphans, environment and in creating religious and ethnic tolerance. We need to be seen as a society supporting the good deeds and services of individuals and organisations irrespective of their religion, caste and creed. We must concentrate on building the ‘Pakistani Brand’ that is associated with moderation, tolerance and positive values. While not overlooking the so many failings that we have as nation we must highlight our positives. This image projection campaign must be complimented by a parallel campaign to educate our masses. They should be made to realise that most of our woes stem from our own inadequacies and not because of external conspiracies.

We need to create ‘role models’ in all fields and at every level for others in our nation to emulate. They have to be projected without prejudice. This is perhaps the only way to encourage reformation in our society. People tend to emulate the role models. Once that process starts we would begin to regain the critical balance and generate a perception of a balanced society. With passage of time we may set in motion the elusive process of reforming ourselves. A few individuals in the beginning; in groups and communities after a passage of time and eventually in sufficient numbers so as to generate a positive image as a nation.

We have the choices before us. Continue to seek refuge in self-pity, self-delusion and keep on drifting on a path of irrelevance, or, rise to the occasion and utilize the tremendous opportunities available for building the Pakistani Brand that we can all be proud of.