Religion

Most of the new PR plan was ready to go. As the new moon ushered in the month of Ramadan last week, U.S. officials prepared "Mosques of America" posters, showing glossy images of domes and minarets, for distribution across the Arab world. President Bush and ambassadors in the Middle East and Asia would welcome Muslims into their homes to mark iftar, or the breaking of the fast. Muslim Americans were set to mingle with foreign Islamic journalists from the Washington area, no doubt to extol the virtues of the Bill of Rights.

PR Week reports that U.S. undersecretary of state for public affairs and public diplomacy Charlotte Beers has unveiled her strategy for "telling America's story to overseas audiences, particularly in Muslim countries." Contrary to earlier reports, the campaign does not emphasize advertising.

"In the days since the United States launched its armed and diplomatic responses to the Sept. 11 atrocities, few phrases have passed the lips of American leaders as often as 'this is not a war against Islam.' But as civilian casualties from American airstrikes in Afghanistan begin to pile up, and as the timeline for military action threatens to stretch into months, growing anti-American riots in the Muslim world are underscoring the message's limited reach."

An editorial in the Dawn, a Pakistan newspaper, notes with approval that U.S. "official utterances and media commentaries to depict the 'war against terrorism' as a clash between western values and Islam or the Muslim countries" have been replaced by "strenuous efforts to correct that impression." However, the United States still has a long way to go if it wants to avoid turning the campaign against terrorism into a wider, religious war.