Discreet advertisements that appeared in some newspapers in Pakistan this week told a story in themselves. The government announced a tender for image consultants for the new Pakistan Image Project, an embryonic initiative that aims to shift negative perceptions about the country abroad.in the international media.

Consultants have been invited to submit their visions of how Pakistan can project a more positive face to the outside world – a challenge for a country that has been under military rule for more than half its 58-year existence and is often characterised in the western media as a haven for jihadi militants. that is one car bomb away from being overrun by mullahs with nukes. Applications for the posts of project chief, director of media buying, creative director and director of productions were welcomed.