Qatar is working to help free four Americans held hostage in Syria by various armed groups, a Gulf source familiar with the matter said on Monday, a day after the Gulf Arab state's diplomacy helped free a journalist held since 2012.

PRWeek understands that the agency will be advising senior levels of the government, including the office of Prime Minister Abdullah bin Nasser bin Khalifa Al Thani. The retained work was won through a pitch and is understood to cover a broad remit ranging from government affairs through to nation branding. It comes as the country, which has the highest GDP per capita in the world, finds itself under increasing scrutiny internationally, and facing anger from its neighbors in the Middle East. 

Qatar’s World Cup organizers view this ground as a blank canvas for a new era in the Middle East, a way to advance their society and use soft power—i.e., the world’s most popular sport—to promote the country’s foreign policy.

The Israeli government welcomed the opportunity to extend its soft power over neighbouring Arab countries. "I hear that many football fans in the region [are] watching World Cup games broadcast live on Israeli channels. Welcome," tweeted Ofir Gendelman, Arabic spokesman for the Israeli prime minister. Warming to his theme, Gendelman then released a list of Hebrew football terms, translated into Arabic. The move prompted a small backlash inside Egypt, where one former general warned that the Israeli channel might constitute a threat to Egyptian national security. 

No matter how entrenched animosities in the Middle East may be, one principle is upheld by all: never miss an opportunity to miss an opportunity. The controversy over access to broadcasts of World Cup matches makes that clear. Pricing by Qatari entities holding World Cup rights for the Middle East and North Africa, including Al Jazeera's belN Sports channel, puts broadcasts beyond the reach of many football fans in the region. Inevitably, that is a public issue in a soccer-crazy part of the world. 

The U.S. State Department released its annual Trafficking in Persons Report today, which classified countries based on their efforts to combat the practice. There aren’t automatic penalties for countries found to be in violation, but the law does at least suggest that that the U.S. refrain from providing non-humanitarian aid to the worst offenders. 

The World Cup was meant to be a celebration of a new Brazil -- powerful, prosperous and jubilant. When the ball starts rolling in three days the world may instead view images of violence and inefficiency. Seven years after gaining rights to host sport’s most-watched event, Brazil nears the tournament amid street protests, economic slowdown and a wave of strikes including subway and museum workers.