London, Aug 2 (IANS): Embattled Libyan leader Muammar Gaddafi, faced with perhaps the most difficult time of his life, is looking for public relations professionals for his image makeover in US and Britain.

As Libya is ripped apart by a bloody civil war and rebels fight to topple him, Gaddafi is seeking help from PR agencies to present his side of the stories abroad, Daily Mail reported.

Though it might be the most difficult PR job, Gaddafi has sought services of public relations firms in New York and London.

In an email scouting for candidates, Libya's Ministry of Information also claims the NATO strikes were caused by a 'P.R. attack' - rather than the slaughter of innocent protesters.

To fight back, Gaddafi is searching for a spin doctor to issue daily press briefings on his 'moral' and 'legal' claims to power.

Ali Darwish of the Libyan Ministry of Information, sent the pitch to agencies in New York city and London earlier this month, asking for representatives to "present our just and fair case to the world".

He wrote: "We have good moral, political and legal logic supporting our position as the legitimate, sovereign and popular government of Libya.

"We also have proofs in written, audio and video forms to take our case forward."

Blaming the NATO air strikes caused by negative PR, he stated: "Libya has been under an unjustified media and p.r. attack which led to NATO's military involvement."

According to a New York Post report, the email indicates that the government suggests the government is keen to conceal the plan.

As per an official at the Libyan Mission in New York, the email is legitimate.

Dia Abubaker Alhutmany said: "The government is trying to have the support of people outside the country."

Libya has been rocked by fighting between pro- and anti-Gaddafi forces since February. An international military operation began March 19 following a UN resolution and it has been extended till September.