Our soft image is terrible but there is SOOOO much potential.
There are some things ALL of us can do. Each of us has access to social media. When Pakistan is mentioned on social media, or when engaging other people especially non Pakistani we should try to present a positive, open image. We should try to articulate our views carefully, so that the people listening actually listen to the message, rather than be offended by the messengers.
Those of us who live abroad should be less negative in an off-hand manner. If you want to discuss negativity, try to give some context and also some perspective. For example many of us will talk about the 42% illiteracy rate in Pakistan, but never mention how most people with are educated can speak some english, and that English is an official language in Pakistan and can be found in signboards all over the country.
We'll all talk about the mullahs on the street, but we also need to mention the majority of the country opposed to them and the young educated vocal opposition against them on social media.
Private companies can do their part too. They could host more conferences in Pakistan, invite clients and investors over at their own cost.
The biggest work has to be done by government though. InshaAllah the PTI govt will follow through on it's promises to increase tourism.