Yemen PR Wars: Saudi Arabia Employs U.Okay./U.S. Corporations To Push Multi-Billion Greenback Help Plan

By Annie Slemrod, IRIN Center East Editor and Ben Parker, Senior Editor.

This text initially appeared on, a information company specialised in reporting humanitarian crises.

Saudi Arabia has recruited an array of international consultants and public relations companies to attract up and promote its new multi-billion greenback help plan for Yemen, one that would scale back imports of significant items right into a key rebel-held port, an IRIN investigation reveals.

Critics say the extent of the PR marketing campaign betrays the dominion’s willpower to win the propaganda battle after almost three years of battle marked by excessive civilian casualties, widespread meals and gasoline shortages, a document cholera epidemic, and concern of famine.

Late final month, Saudi Arabia and its allies introduced a brand new operation that commits billions of “to alleviate struggling” in Yemen, which is within the midst of what’s typically termed the world’s largest humanitarian disaster.

The plan, generally known as Yemen Complete Humanitarian Operations, or YCHO for brief, guarantees $1.5 billion in “new humanitarian funding for distribution throughout U.N. businesses and worldwide reduction organisations,” plus the organising of “secure passage corridors” to ship reduction, improved capability at coalition-controlled ports, and common flights of humanitarian help to coalition-controlled Marib. It additionally consists of the $2 billion Saudi Arabia just lately mentioned it might deposit in Yemen’s Central Financial institution to shore up a flagging forex.

However the plan rejects calls by the U.N. to elevate an on-off blockade of Hodeidah port, an important lifeline for civilians within the rebel-held north: it proposes lowering the general circulation of cargo into town and stepping up imports into coalition-controlled areas.

Actual particulars of how (and if) the plan is meant to assist lots of of 1000’s of weak Yemeni civilians – particularly in rebel-controlled areas – will not be but clear. Nonetheless, IRIN can reveal the lengths Riyadh has gone to in getting ready and selling it.  

The press launch journalists acquired saying the plan got here neither from the coalition itself nor from Saudi help officers. It got here, together with an invite to go to Yemen, straight from a British PR company.

U.Okay.- and U.S.-based consultants and PR companies, together with U.S. protection contractor Booz Allen Hamilton, have been additionally concerned in serving to to write down and promote YCHO, which is tagged as “counter-terrorism” on an internet site funded by the dominion’s U.S. embassy.

A screenshot of Saudi government-funded web site Arabia Now

All of this has fed suspicions that moderately than a real try to assist the individuals of Yemen, the plan is admittedly meant extra to gloss over the Hodeidah challenge and enhance Saudi Arabia’s battered picture, or no less than a little bit of each.

From PowerPoint to press launch

Two high-placed sources within the U.N. informed IRIN they first realized the particulars of YCHO in a PowerPoint presentation – on the time a “work in progress,” in response to one of many sources.

A PDF of the presentation, obtained completely by IRIN and marked “confidential for dialogue,” lists one “Nahas, Nicholas [USA]” because the creator.

Nahas seems to be an worker of Booz Allen Hamilton, which has 35 job listings in Riyadh on its web site, together with “navy planner”, a job that requires the applicant to: “Present navy and planning recommendation and experience to assist the coordination of Joint counter menace operations executed by coalition member nations and facilitate resourcing to allow operations.”

IRIN tried emailing and calling Nahas, in addition to a number of Booz Allen Hamilton spokespeople, however none replied. A switchboard operator on the firm’s Abu Dhabi workplace mentioned Nahas was not at present in.

Following the preliminary PowerPoint presentation (and, IRIN understands, high-level discussions with U.N. representatives, donors, and diplomats), press releases – together with detailed maps and infographics – have been despatched to journalists by Pagefield World Counsel, certainly one of a number of successors to disgraced U.Okay. agency Bell Pottinger (Pagefield employs over 20 former Bell Pottinger employees).

IRIN tried to contact the Pagefield affiliate companion who despatched the emails and was concerned in arranging a latest press journey to Yemen, however once more there was no response.

Metadata within the press launch suggests the involvement of one other agency because it lists “Madison Clough” because the creator. A lady of the identical identify is a senior account govt at Qorvis MSLGROUP, certainly one of a number of PR companies and subcontractors retained by Saudi Arabia to signify it in the USA. Clough, once more, didn’t reply to IRIN’s emailed request for remark.

MSLGROUP’s companies to Saudi Arabia embrace internet and social media content material and over 60 contacts with US-based journalists on Yemen within the six months to 1 October 2017. The agency, a subsidiary of French PR large Publicis, booked U.S. income of greater than $6 million from the Saudi Arabian embassy over a 12-month interval as much as September 2017.

MSLGROUP’s involvement with Saudi Arabia and the brand new plan is hardly a secret: it’s seen on the underside of YCHO’s web site,, in a textual content that reads: “That is distributed by Qorvis MSLGROUP on behalf of the Embassy of the Kingdom of Saudi Arabia. Further info is offered on the Division of Justice, Washington, D.C.”

The corporate additionally runs an internet site for Saudi Arabia’s embassy in the USA, the place a press launch on the plan will be seen tagged as “counter-terrorism”.

Along with the press releases, the PowerPoint presentation, and the web site, the Embassy of Saudi Arabia final week delivered a package deal containing info on the plan to the places of work of main INGOs within the U.Okay. in addition to to members of the U.Okay. parliament.

Within the package deal was an inventory of YCHO accounts: Fb, Twitter, Instagram, YouTube and Gmail.

On the time of publication, YCHO’s Twitter account had about 10,000 followers. However analyst Marc Owen Jones, a lecturer in Gulf historical past on the College of Exeter who has researched bot-usage, informed IRIN the bulk are prone to be faux, meant to inflate the credibility and recognition of the account.

“Earlier research have proven using Twitter bots and faux followers to be significantly widespread in Saudi Arabia,” he mentioned. “On sure days, as much as 50 % of the tweets utilizing the hashtag #Saudi have come from faux (bot) accounts.”

In line with an IRIN tally, nearly half of YCHO’s followers have lower than 10 followers themselves, whereas some 1,000 followers have been accounts created on the identical day in 2016 – indicators vital variety of bots or fakes are inflating YCHO’s recognition.

The appeal offensive organised by Pagefield included a brief journey to Yemen for choose journalists. A latest CNN report exhibits containers of help being unloaded from a truck. They’re labelled “Kingdom of Saudi Arabia” and bear the brand of the King Salman Humanitarian Help & Aid Centre. Comparable scenes will be scene on clips on the YCHO web site.

“Yemen has at all times been poor and has lengthy relied on help from its affluent northern neighbour,” the accompanying textual content reads. In a separate quick movie from Yemen, CNN says the Saudi navy flew its workforce into the nation.

Saudi Arabia has a protracted historical past of utilizing international PR and consultancy companies to develop financial coverage, curry favour in Western capitals and – critics argue – cowl up abuses. It’s even mentioned to be the quickest rising marketplace for consultants.

Not lengthy after U.Okay. agency McKinsey & Co authored a December 2015 doc about transferring Saudi Arabia past its dependence on oil, the Saudi cupboard ratified a really related plan for financial reform known as “Imaginative and prescient 2030.”

In 2016, MSLGROUP distributed an article by Saudi international minister Adel bin Ahmed al-Jubeir justifying the execution of 47 individuals in in the future – together with Shia non secular chief Nimr al-Nimr – as “preventing towards terrorism.”

McKinsey (which informed IRIN it “has not been concerned in any work” on YCHO) and MSLGROUP are solely two of a constellation of companies contracted by the dominion. Nonetheless, spending on lobbying and advisory companies past the scope of the demanding US transparency guidelines shouldn’t be publicly accessible.

Late final 12 months, the Monetary Instances reported that Riyadh deliberate to arrange PR “hubs” in Europe and Asia to enhance its world picture. One human rights analyst on the Gulf informed IRIN there are such a lot of PR companies working for Saudi Arabia and its neighbours that holding monitor is “like enjoying whack-a-mole.”

Saudi Arabia and its allies – together with forces siding with the internationally recognised (however deposed) President Abd Rabbu Mansour Hadi – have been battling Houthi rebels since March 2015 in a bloody struggle that has killed almost 6,000 civilians and left hundreds of thousands near hunger.

All events to the struggle have been accused of inflicting horrific struggling – with the Houthis blamed for detaining and torturing opponents, utilizing banned landmines, and blocking and confiscating help, particularly within the besieged metropolis of Taiz.

However the Saudi-led coalition has one thing the Houthis don’t – management of the seas – and it has come underneath heavy criticism for slowing and generally fully blocking each humanitarian and industrial imports. In November, it closed all of Yemen’s main entry factors, ostensibly in response to a Houthi rocket shot at Riyadh. Condemnation was fast, with humanitarians warning that famine was imminent.

Even U.S. President Donald Trump – whose administration has to date been a steadfast ally of Saudi Arabia –weighed in (albeit after a number of weeks of closures), calling on the Saudis to elevate the blockade “instantly.”

Entry is now being allowed into all of Yemen’s ports, however solely on a brief foundation at Hodeidah, the Crimson Sea port in Houthi-controlled territory that handles nearly all of the nation’s imports and that humanitarians insist can’t be substituted.

For the reason that November closures, main help figures have change into more and more outspoken in regards to the duty the coalition bears for Yemen’s humanitarian disaster, with Jan Egeland, the pinnacle of the Norwegian Refugee Council, saying in early November that he believed the shuttering of ports was “unlawful collective punishment.”

It’s towards this backdrop that Saudi Arabia launched the YCHO plan.

Farea al-Muslimi, chairman and co-founder of the Sana’a Heart for Strategic Research suppose tank, informed IRIN it was no shock Saudi Arabia has pulled in outdoors assist to organize and market it.

“They’ve at all times relied on these PR firms,” he mentioned. However “irrespective of how artistic they’re, irrespective of how a lot cash they spend [on aid], it’s a drop within the sea of a horrible actuality… till this struggle is over, each PR transfer stays [nothing more than] a expensive harm management course of.”

Saudi Arabia’s use of exterior advisors for financial and navy technique is effectively documented, however help and humanitarian issues are extra sometimes the area of the U.N. and the Worldwide Committee of the Crimson Cross (ICRC). The YCHO plan shouldn’t be solely the product of a industrial engagement however – in retaining management of Yemen’s factors of entry – it seems to run towards the recommendation of the U.N. and the ICRC who’ve each known as for unfettered civilian cargo site visitors and country-wide humanitarian entry.

Saudi Arabia does have a historical past of “bomb it, repair it” – lower than a 12 months into the struggle, shortly after the launch of a newcentre to coordinate its humanitarian efforts worldwide, the dominion donated $274 million in direction of the UN’s attraction for Yemen. Since 2015, it says it has given over $eight billion in varied varieties of assist to Yemen. Its humanitarian donations recorded within the UN’s monitoring system since 2015 are $865 million, of a complete from all donors of $6.28 billion.

Earlier giant Saudi donations have been met with some consternation, however most help businesses have ended up accepting the cash so long as they aren’t informed the place or the way to spend it. This can be the case once more, however not with out a diploma of inside grumbling, even when most within the humanitarian group are unready to talk on the document.

One help employee conversant in the YCHO plan informed IRIN they believed the PR onslaught, timed inside a number of days of the UN’s Humanitarian Response Plan for Yemen, was no coincidence.

“There was lots of strain on the U.Okay. and U.S. governments who have been in flip placing strain on [Saudi Arabia and its coalition partners] to say sufficient is sufficient,” the supply mentioned. “That will have been a driver for this plan.”

The Sana’a Heart’s al-Muslimi mentioned the plan was clearly an try and garner good press, and one which didn’t “come out of the ether.”

“It comes out of maximum strain on the Saudis and their allies in Yemen,” he added. “It tells you ways a lot there’s to cover: horrible tragedies.”

IRIN submitted written inquiries to YCHO and Saudi authorities for remark however didn’t hear again by the point of publication.

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