Public Diplomacy and Diaspora Affairs Minister Yuli Edelstein talked about the best way to combat Israel-bashing, which he said had become a very popular subject. His advice was to tell the truth. “The more accurate the picture of Israel, the easier it will be for us to deal with those on the Israel-bashing campaign."

It is clear that the GCC states have blended their soft power, wealth, media influence and undertaken bold initiatives to deal with the host of challenges and changes in a new Middle East, where the forces of realignment are at work. The GCC has its task cut out at this critical juncture in Arab history.

The administration is proposing to trim assistance to Europe, Eurasia and Central Asia in order to bolster spending in areas given higher priority by Secretary of State Hillary Clinton. The Middle East would gain, with the creation of a special $770 million fund to support political and economic reform in the aftermath of the Arab Spring.

A year after the demonstrations, what has not changed are Egyptians' views of the US. Only 5 per cent held a favourable view of the US, pointing to American bias towards Israel and meddling in Arab affairs as the main reasons for their negative views, with 89 per cent saying that US policies do not "contribute to peace and stability in the Arab World".

Where are the Emiratis living in tents? This is the question I have heard numerous times from visiting journalists. So at the end of the Emirates' international branding efforts and countless projects that have received international recognition, we are still struggling to educate the world on how far we have come as a nation and as a society.

Timothy H. Parsons in his book, The Rule of Empires, describes the Romans as “deft practitioners of soft power.” Rome preferred to rule the conquered and the potentially hostile through “semiautonomous client kings which the Senate euphemistically termed ‘friends of the Roman people.’