A strong public relations campaign would cast Netanyahu as an anti-peace, extremist leader who could plunge the Middle East and the world into the final Armageddon. Arafat, on the other hand, is still wearing those military khakis causing many Americans to wonder if he even has them washed. Arafat is not living his role. In order to be a leader, you must act like a leader. And, just as important, you must also live like a leader.
Perception is reality.
Arafat can change how the public perceives himself and his cause. It's not difficult. But he has to make a real effort to push aside many of his high profile advisers, and replace them with people who understand what needs to be done.