Israel's
PR - Why Israel's Public Relations / Public Affairs is Suffering
| Eye On Israel PR |
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by ISRAELPR.COM |
| Israel's
War on Palestinian Terrorism, Barbarism
By
Joel Leyden Jerusalem----May
14, 2004....Who's winning the war? And
to make matters worse, we here in Israel obsess about "body parts". We
are engaged in two wars - a bloody, sweaty battle of bullets and a real-time digital
media war of words. One
must take a very close, objective look at Israel's present PR efforts to understand
why we have and continue to lose. These
are but a few questions.
Israel's approach with both weapons and words has never worked. As for the war of bullets, yes Israel is stronger, more potent and Israel knows that it must use overwhelming force to win a war. But what kind of military force? During
some of Israel's more recent conflicts, the IDF has used to a very limited degree
psychological operations - PsyOps. And when the IDF has used PsyOps in combat,
she has been more than successful. Israel's successful conclusion of the Palestinian
terror siege of Bethlehem's Church of Nativity is one fine example. Islamic
Jihad destroyed an Israeli APC in Gaza with a missile just days ago. To win this war we must play by the same rules as our enemy. Islamic Jihad, Hezbollah, Hamas and Fatah are no different than their brothers who decapitated the heads of Wall Street Journalist Daniel Pearl and US businessman Nick Berg. With both Pearl and Berg, they didn't just kill them. They posed them, filmed them, decapitated them and uploaded the footage knowing that the Western world, which plays by different rules of combat, would see it within twenty-four hours. They sawed off Nick Berg's head and held it in front of a camera. It wasn't just an execution, it was a statement. A man's severed head was used as a prop in the war of the words.. The tension as the five hooded terrorists stood behind the Cornell graduate turned telecommunications entrepreneur was difficult to bear, knowing how horribly the vignette would end. Seeing the Jewish American Berg thrown down and brutalized was even more difficult. The plaintive screams, the pool of blood, the sawing across his neck and the ongoing religious chanting in the background repulsed us in a way that we cannot articulate. The one thing that we remember was seeing his lifeless head held in front of the camera and then to see it placed, on his corpse as the camera continued to roll. There was something unspeakably grotesque and unfathomable sad about his head being used to make a political argument. Was this event any different from when the English decapitated Oliver Cromwell in 1658 and placed his head on exhibit for several years for all in London to see? Yes, today we have the Internet and the power of electronic communications which easily finds its way to the masses, into our homes, offices and finally the voting booth. What have Israelis learned from the barbaric lynching of two Israel Defense Force reservists in Rahmallah? What have we learned from the Passover Massacre in Netanya and the countless buses and restaurants which have been torn apart? At
this very moment Israel is pouring more troops into Gaza. Yes, we need to widen the Philadelphia security corridor so that Palestinians will think twice before digging more weapons smuggling tunnels, but we also need to concentrate on the mental, emotional side of war. Almost a year ago, Prime Minister Ariel Sharon told his cabinet that Israel needed to confront the war of words in a more effective manner. The task for creating a special governmental public relations committee integrated with private international PR professionals was given to Cabinet Secretary Israel Maimon. Maimon was given 45 days to create a plan. That plan was never delivered nor implemented. Our
enemies are smart. They don't need tanks and F-16s. All they need is a computer
to upload images which will shock you. Images and soundbytes that will make you
fear them more than they fear us. To create a consensus to retreat from Gaza for
all of the wrong reasons. The US was very much on point when they opened the Iraqi war with an expensive and well thought out hi-tech "shock and awe" show of smart bombs hitting their targets in Baghdad. As a military strategy, it is discussed at length in a 1996 book published by the Command and Control Research Program (CCRP) within the Office of the Assistant Secretary of Defense of the United States. Titled Shock and Awe: Achieving Rapid Dominance, the book describes shock and awe as a strategy "aimed at influencing the will, perception, and understanding of an adversary rather than simply destroying military capability." In this respect, shock and awe bears a striking similarity to terrorism as propaganda, in which psychological rather than material dominance is viewed as a primary war objective. (The terrorist attacks of September 11 also induced "shock and awe" in the U.S. population.)
We don't need to display the heads of Palestinians to win this war. The film "Apocalypse Now" embraced and disclosed the horrors of contemporary warfare and the realities to end it. It illustrated distinctions in combat culture. Actor Marlon Brando who played a fictitious and genius Colonel Kurtz, was portrayed as a "madman" who used the heads of the enemy as a determent. Kurtz was playing the same game as the Viet Cong, using barbarism to strike fear into the hearts and minds of the Viet Cong and win. The US was too politically correct with its clean Amnesty International and Peace Now movements to accept these tactics. So in the movie, Kurtz was assassinated by another US soldier and in real life America lost the war. Where is Israel's "shock and awe". Where is the creation of Israel's governmental PR committee which would be responsible for coordinating this action and following it up with effective soundbytes, spokespeople and Internet images? Why is the Nick Berg video the number one request on the Net, when it should be images of the four Jewish girls who were shot through the head last week in execution style. Tali Hatuel, who was eight months pregnant, had been driving her car towards a Gaza settlement when Islamic Palestinian terrorists opened fire on the car with automatic weapons. In the panic, she lost control and lurched off the road. The two Palestinian terrorists from Gaza rushed towards her firing their automatic rifles, shooting through the windows at point blank range. There was no chance of escape for the 34-year-old Israeli mother or her young, crying children Hila, 11, Hadar, nine, Roni, seven, and Merav, two. The Jewish children were still strapped to their child seats as the terrorists pumped two bullets into each of their heads to confirm their "kill." When Israeli rescue workers arrived they found the car riddled with bullets, the carpets, the children's books and toys drenched in blood.
Yasser Arafat responded to the Jewish children's murder speaking of peace and
of Israeli war crimes in English as he continued to beg Palestinian children to
become suicide bombers in Arabic. The proverbial wolfe in sheep's clothing. Fine
PR tactics, really brilliant. In the world of commercial marketing we call this
"localized messaging, demographic branding." It's a professional strategy
which wins. Where
are Israel's props? Yes, we have killed Yassin and Rantisi. Yes, Israel has dropped leaflets by air in Gaza. That was a good start. But we need to impress the Palestinian mind much further, much deeper that if they wish to destroy this tiny, beautiful democratic Jewish state, they will suffer countless nightmares. We are already accused by the United Nations and our many Arab enemies of committing atrocities every hour. What do we have to lose? Do we truly believe that Amnesty International and those UN member states which are supported by Arab petrol dollars will be our friends tomorrow? To win this war we must play by the same rules as our enemy. The Americans in 1776, who were greatly outnumbered, did not walk in open formation when they entered the battlefield. They took cover from behind trees and rocks, ambushed by night and changed the rules of warfare. They were called cowards by the Brits but in the end, the creative "cowards" won the war. The British, who out of collective pride could not adapt, lost. We don't need to display the heads of Palestinians to win this war. What we do need is the immediate, urgent action of Ariel Sharon to deliver his promise of creating a professional, effective governmental PR apparatus which would be directly under his control with private, professional, crisis media logistical consultancy support.
It is time for Islamic terrorists and the populations which support them to fear
us more than we fear them. SHARON APPOINTS COMMITTEE TO UPGRADE ISRAEL'S PR By Joel Leyden Jerusalem----December 8....The Israeli Cabinet established a committee yesterday to recommend measures which would enhance the Government's international public relations efforts. Prime Minister Sharon gave the assignment to Cabinet Secretary Yisrael Maimon, who will chair the new committee. Deja
Vu? As a media professional who has worked the Israeli governmental and private public relations / public affairs landscape for many years, I would not blame Livni for the failure of her mission. She was assigned to work with government ministries, ministries which totally lack professional PR people and strategic direction and have an abundance of bureaucrats concerned only with their own egos and territory. She was destined to fail. Will
Maimon share the same fate as Livni? I don't think so. In
times of war Israel pulls together as one large, diverse family.
How do I know these details - because I took part in these briefings. The present Israeli Deputy Ambassador to the United Nations, Ayre Meckel, chaired these briefings. We were working 24 / 7 and got the job done. At times, we were able to be creative, very creative without having to ask authorization from paralyzed bureaucrats above for permission. In war, in real time - there is no luxury for awaiting instructions. Field officers need to take charge. As the war moved swiftly, so did nation's war PR machine.
I remember advising one IDF officer, who had a live interview with one of the
world's leading networks, to smuggle an Islamic suicide vest (with fake explosives)
into the Jerusalem studio. No one checked us because we were IDF officers in uniform.
That was their first mistake. Then just as the interviewer welcomed the IDF spokesperson
and was ready to nail her with the so called Jenin Massacre, she took out the
suicide belt.
There was dead air. Dead air for about ten seconds. Can you imagine what "dead
air" is on a live, international news network which reaches hundreds of millions
of viewers? It sent home the message in the most potent manner that Israel was
at war defending herself. The interviewer could only muster up a meek and even
nervous response: "that was pretty dramatic." For which the IDF officer
replied: "that was pretty real." Again the studio was silent as the
cameramen, producers, sound people - everyone in the studio and the global audience
came face to face with the terrorism that Israel confronts on a daily basis. The
rest of the 15 minute interview was in our hands, talk of Jenin - one of the greatest
pieces of Arab propaganda - dissolved. This was professional PR crisis communications
management at it's best. The
second point that Maimom must confront is leaks. Maimon
needs a blank check of authority to get this critical job done.
The
Foreign Ministry states that it is a matter of budget - I say that it is a matter
of professionalism. We
all wish Yisrael Maimon the very best of success. |
| Our
Newspapers Fail Us Editorial
- Israel News Agency "Over at the Jerusalem Post, Israel's venerable English language daily newspaper, rumblings of publisher/staff dissatisfaction are being heard loud and clear. Longtime managing editor, Avi Hoffman was fired last week after he recommended pulling an ad that included language he felt would expose Israel to charges of war crimes. New Post editor Bret Stephens apparently agreed. Publisher Tom Rose was furious and ordered Hoffman fired. The full page ad appeared last Friday. According to Aviv Lavie writing in the rival Haaretz English edition, senior staff at the Post turned to Stephens who told them he would back Hoffman in the dispute. Stephens, 28, was in the US during the fracas, and can't be looking forward to returning to a confrontation with his publisher." Judy Lash Balint, The Jerusalem Diaries, June 26, 2002
Jerusalem----September 16......There is no public relations or public affairs without a carrier. The most established carrier is called a newspaper. And in Israel the only newspapers which enjoy abundant readership and wealth are the Hebrew dailies – Yediot, Maariv and Haaertz.
As for the English newspapers here in Israel – one is a mere translation of the Hebrew edition and the other is fifty percent wire service copy. Yes – there are some brilliant writers on these papers but their voices become deluded when you have a lack of proper leadership integrated with territorial disputes and corporate infighting. The senior editors who are responsible for the news Web sites coming out of Israel are among the most professional, experienced and creative in the business but they are forced to work with almost nonexistent budgets. And at least one of these English news Web sites gets no cooperation from the print team. There is no copy desk. If mistakes appear on-line, print is ready to tear these front line communicators apart rather than providing support and constructive criticism. When the ball drops heavily on the toes of the Internet update editors, the senior Internet editors are restricted by budget as to what they can do to improve aging hardware, software and creating healthy levels of communication between Net and print news staff. The editors go into survival mode to keep their own jobs and the young editors are too afraid to speak out for support out of fear of becoming redundant. But do we, the public, understand where the unintentionally made, sometimes misleading encrypted headline and lag comes from? No. When the Israeli English news Websites due to lack of budget carry less and are hours behind the Palestinian web sites whose financial resources are greater - we lose the information war. Is the Israeli PR message getting through the noise?
Let's call one paper the Tel Aviv Times. This paper is traumatized from a publisher and an editor-in-chief who are at each other throats. No – I am not saying that they disagree on issues – they plainly loathe one another, there is no communication and they have divided the paper into two fragmented camps.
True or not, many say that the publisher is a very difficult person to work with and that since the papers' establishment decades go, morale and resources have never been lower. As for the editor-in-chief – he is young, very young. I would not mind that so much if he was an Israeli citizen. If he had served in the IDF. And if he was able to read and speak Hebrew! How can you represent Israel when you don't understand the Hebrew speaking evening news or what is being said in aisle 4 of the supermarket?
Amazing – no. This is Israel. The guy writes excellent editorials, but has no sense of hard, breaking news. Now, what happens when you lack as much as he does? You become insecure. How does insecurity manifest itself – you become arrogant. You literally, with pride, call yourself a "dictator" to those you work with. This man is a well-paid tourist steering Israel's right wing tabloid off the road.
The other newspaper, let's call it the Jerusalem Standard. It's views are openly liberal in a time when Israel is literally bleeding. The red blood on the sidewalk is still warm from a suicide terror bombing attack on a restaurant. The vital arteries continue to hemorrhage as one in five Israelis do not have enough food to feed themselves, when 25 percent of the population is unemployed.
Yet the paper calls terrorists – those who blow up buses and restaurants, "militants." Ok, I understand the "militant" word. As a professional journalist you want, you need to be balanced – you need to maintain contact with both sides of a conflict. But the other side here is calling for the total destruction of the state of Israel. They are not interested in compromise. It's not in their vocabulary. I say – leave the word "militants" and the soft understandings for those who butcher our children and babies on buses and restaurants to the New York Times, Herald Tribune, AP and Reuters. Let them be neutral – they don't live here! They do not call this home.
Dysfunctional? If we have a message to get out, and I say "if" from the PM's office, Foreign Ministry or the IDF spokesperson's office – don't count on the English Israeli press to deliver. They do from time to time. But one cannot live, cannot survive from time to time.
Solution – the Jerusalem Standard, which has excellent leadership and a highly professional and enlightened staff must turn right. The paper must use the talent it nourishes and embraces to protect the country. As a liberal paper being printed in a war zone, it only serves to demoralize. The paper has only one responsibility today - to lead. It must. Not just through lengthy, verbose editorials, but through the very editorial content we call hard news on page one.
As for the Tel Aviv Times – the staff is paralyzed. They don't for a second entertain the idea of telling the editor-in-chief that he may be wrong on this or that issue. This elitist editor-in-chief will respond: "don't second guess me." I respond – that's how Israel survives, that's how we shine – we second guess each other in the army and in business. This is our pursuit to collective excellence and utter survival. The staff is afraid of getting fired. For in today's market – there is no market. So you say: "yes understood, I understand," as you swallow your opinion and accept mediocrity.
Solution: the staff of the Tel Aviv Times, which is an amazingly professional and talented one whose only real Achilles' heel is the daily infighting over "beats" - an issue which management does not manage, must collectively make immediate changes themselves. They urgently need to speak with the owners of the paper with one voice and deliver a reality check for both the survival of the paper and the country for which it is printed. The owners will listen - for if they can improve the quality of the paper it can only translate into greater revenue. Both print and Net editorial staff need professional, mature leadership, they deserve better wages – they must listen to the government and assist the PM's office, the FM and the IDF to get the PR / public affairs job done.
Will this be accomplished. No. We are all too busy counting each and every cherished shekel. Staring at each person who boards a bus or walks past the security guard lined stores as we pray that a terror bomber is not within striking distance.
So as a few of our
Israeli newspaper editor-in-chiefs play cerebral masturbation as they collect
40 thousand shekels a month and enjoy obscure, academic verse from those who eat
breakfast at Harvard and Cambridge – we suffer and await better days. Problem
is, we are losing the wars – the security, economic and information wars. - 30 - |
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| ISRAEL'S
PR RAPIDLY IMPROVES DURING GULF WAR 2 Jerusalem----March 22.....In Hollywood an empty auditorium spells disaster, but today in the Government's National Information Center in Tel Aviv the empty chairs epitomize success. Without going into the fine details of governmental public affairs strategy - which would only harm the nation - Jewish and Israeli media professionals can now be proud of a public affairs apparatus which is equilvant to anything that Burson-Marsteller or Hill and Knowlton could churn out! Prime
Minister Ariel Sharon has placed the full power of his office and his own dedication
to make Israel's image shine at a time when the most ardent anti-semetics would
love to blame the Gulf War on Israel. Government
Press Office Director Danny Seaman was appointed by Sharon to direct the newly
established National Information Center in Tel Aviv. "It took months of planning,
but the result is a media oriented center structured for the best flow of information
for both the domestic Israeli public and international media outlets", says
Seaman. "We have unity of message and action. We have a smaller Information
Center set up at the Foreign Ministry in Jerusalem directed by Amir Gissin. We
coordinate our actions three times a day and make assessment reports." Many talented and experienced people make up the governmental team responsible for representing Israel's image in March 2003. Danny Seaman's appointment as director of the National Information Center in Tel Aviv was an excellent choice. Seaman, one of the government's most intelligent, proactive and articulate spokespeople, inherits one character trait that many in government lack - the ability to swallow bureaucracy and harassment and persevere for the good of the country. Another shining star who is constantly on her feet from the Foreign Ministry is Jill Reinarch - dedicated and smiling 24 / 7. And we don't want to forget Supt. Gil Kleiman, Foreign Media Spokesperson for the Israeli Police who has covered more terrorist attacks throughout the country and retained his composure each and every time. A true public affairs hero who rebounds from the grotesque sight of body parts with articulate and balanced messages. A man who can still fight with a confident smile. IDF
Spokesperson Brig. General Ruth Yaron is impressing many people in her new IDF
role. The
newly established National Information Center, based in the David Inter-Continental
Hotel, is a very impressive operation. As one walks into the carpeted ballroom
center you are immediately received by an IDF reception desk, followed by many
other Ministry desks and offices. The tone is low key, you don't find typical
Israeli, Mideast culturally aggressive behavior here. This is a soft sell. For
when peddling truthful and accurate information - one does not need to be aggressive. The INA asked Seaman how he feels about having an empty press center. Perhaps only a handful of reporters can be seen within the entire complex. "Let's hope it continues this way," states Seaman. "We should always be prepared and have little to do." In
the worst of times the best of Israel has always stood up and is today making
a true difference in the information war. We all have much to be proud of as Israel
slowly but successfully adapts to the art of international media relations. |
Israel
Mourns the Loss of Abba Eban,
the Government's First Public Affairs Professional
| GPO'S DANNY SEAMAN SPEAKS OUT Jerusalem------October 16......There are very few Israeli public relations / public affairs spokespeople who work for Israeli government ministries who are truly professional in working with the foreign media in Israel, in addition to being courageous enough to take them on. Danny Seaman, is one of these professionals. An honest, clean and fresh breeze which permeates through the dusty and beaucratic offices in Jerusalem. Below, Israel Government Press Office Director Danny Seaman speaks his mind without fear or censorship: Interview with GPO Director Danny Seaman Source:
Kol Ha'Ir -----October 11........ Danny Seaman knows exactly why the State of
Israel looks so bad on television screens around the world. Q:
What makes you so sure? Q:
After the accusations give me some names.
Last week Ma'ariv reported that the GPO would issue press cards to foreign photographers
and production staffers only if they obtained a work permit from the Labor and
Welfare Ministry and a visa from the Interior Ministry. At stake is an old law
that has never been enforced until now. It means that the number of foreign workers
in offices in Israel is expected to
Seaman, 41, was born in Germany. His father was a member of the US Airforce, and
his family followed him around across the world. In 1971 they immigrated to Israel
and settled in Ashkelon. Seaman served in the paratroopers, and after his discharge
studied political science in New
Q: Which is more dominant now?
Seaman has a clear understanding about how the Palestinians succeeded in seizing
control of the television screens. He said that in the 1980s the
Palestinian stills photographers are also part of the game. "They always
stage photographs," says Seaman unequivocally and states that he is prepared
to be taken to court for libel. "The IDF announces that it is going in to Seaman
gives the foreign media a five on a scale of one to ten for its coverage of the Four
Western journalists received special attention from the GPO.
Some of those who were ousted have come out ahead. Suzanne Goldberg was promoted
to Washington, and the one reporter who made it big is Rula Amin.
When the Kol Ha'Ir photographer asked to take Seaman's picture against the backdrop
of a television screen, he agreed only if the television was turned to Fox, the
cheaper alternative that the cable companies found to CNN. Seaman says he does
not regret the impending loss. "Personally, I don't like CNN's broadcasts
in Israel," he says, "because it is their European
Foreign reporters and editors at the JCS building on Jaffa road in Jerusalem,
where the offices of some of the leading foreign media services in the world are
located, were rather stunned this week by Seaman's statements. "I cannot
believe," says Charles Enderlin, "that Mr. Seaman, In
response to this article, Tim Heritage, the bureau chief at Reuters, said "Seaman's
accusations are absurd and baseless." - 30 - |
|
AJC
AND ISRAEL21c PRODUCE FIRST-EVER TV ADS
TO EDUCATE AMERICAN PUBLIC ON ISRAELI
DEMOCRACY
Jerusalem-----September
18.....It is with the highest professional respect that the Israel News Agency
congratulates both the AJC and Israel21c for having made a potent and effective
impact on Israeli public affairs.
Below is their news release from today:
| AMERICAN
JEWISH ORGANIZATIONS UNVEIL UNPRECEDENTED NATIONAL TELEVISION AD CAMPAIGN American Jewish Committee and ISRAEL21c Announce First-Ever Television Commercials Educating Americans About Israel's Vibrant Democracy
"The core values of democracy and pluralism are at the heart of making this world a better place. Until people have freedom of speech, the right to vote, and the opportunity to succeed, this world will continue to see repression and wars," said David A. Harris, executive director of the American Jewish Committee. "The continuing strength of the affinity Americans feel towards Israelis stands squarely on these shared values. The fact is that Israel is the only real democracy in the Middle East - a region desperately in need of reforms, freedom, and hope."
"We want Americans to
know just how much Israel and the united States have in common," said Zvi
Alon, founder and chairman of ISRAEL21c. "In Israel, democracy means every
citizen of Israel, both Arab and Jew, enjoy the same freedoms and opportunities
as Americans have in the United States.
For the American Jewish Committee, producing a television ad is a natural step
in AJC's overall advocacy efforts on behalf of Israel. Founded in 1906, AJC is
the United States' oldest human relations agency, and its central mission is advancing
democracy, pluralism and mutual understanding through education and diplomacy.
It has more than 120,000 members. Mr. Harris has been delivering similar messages
every other week on major radio stations for more than a year in New York and
several other major cities across the nation with the knowledge that a strong
Israel will bring an even stronger America since protecting freedom is in everyone's
interest. - 30 - |
US MEDIA RESEARCH PROS COME TO ISRAEL
Jerusalem----August
24........A professional group of US media marketing professionals have come to
Israel, bringing badly needed media research to the attention of the IDF, Prime
Minister's Office and the Foreign Ministry.
They have done what almost no
other media group has accomplished - spoken to the MFA, PM's Office and the IDF
and survived!
The Washington based group has been responsible for conducting focus and "dialing groups" in the US to measure what topics and words work and which don't for Israel's spokespeople. The only problem is that for all the many hours and weeks that they have spent in accumulating this research, coordinating meetings and passing this material on in confidence here in Israel - it has all been leaked to the press. We are not addressing their noble efforts, we are saying that all that they have said and done in closed door meetings in Israel, the fine details of their research has been posted on a US PR Website!
The
polls were commissioned by The Israel PR Project, an effort to improve Israel's
image initiated, coordinated and partially funded by Jennifer Laszlo Mizrahi,
a political consultant, with support from several national Jewish organizations
and private foundations. Stanley Greenberg, who was President Bill Clinton's pollster,
Frank Luntz, a top Republican researcher and Lenny Ben-David, former Israeli
US Embassy staffer and AIPAC professional have also contributed to this excellent
and highly focused effort.
The findings have been distributed to over 1,000 Jewish leaders and activists in recent days. An excellent move for a leak to occur! It takes only one Jewish leader, who disagrees with the Sharon government, to expose this sensitive research to the PA and to Damascus, Baghdad, and other Arab capitals to undermine this valiant effort.
The
Israel PR Project, which has been sponsored by the American Jewish Committee
and some praise worthy venture capitalists in California, has performed
one of the most professional endeavors of any US media group to come to Jerusalem.
Real pros with excellent and creative ideas!
Using the research's findings, the AJC is scheduled to launch “a national but modest PR advertising campaign,” according to executive director David Harris, of at least one 30-second ad, and possibly more, on four cable news channels: CNN, MSNBC, Fox and CNBC. Time has been purchased for these public affairs spots to be aired after Labor Day and run for a period of weeks. The campaign is believed to be the first of its kind sponsored by a national Jewish organization on behalf of Israel.
As these spots begin to run in the States, the group has wasted no time in taking
the advice of Israeli spokespeople to now focus their research efforts on Europe.
We only trust that this group will now be wise enough to limit the dissemination
of their new research material to the spokespeople of the IDF, MFA and PM's office
- and not the hundreds of lay leaders in the global Jewish community and members
of the international general and Jewish media.
It would also be wise for this American based group of PR professionals to take
advantage of some very seasoned, international American-Israeli PR professionals
living and working in Israel. By incorporating these Israeli based, on-site professionals
for media training and other PR related activities, would be cost-effective in
addition to saving time in real-time crisis situations.
By effectively integrating
both the American pros and the Israeli - Americans consultants based in Israel,
who are working and consulting with the Israeli spokespeople here in Israel on
a daily basis, would make this a truly global team.
If Israel's governmental spokespeople can get their act together to deliver one potent message, knowing what and how to say it in Jerusalem to the international media based here, then the dissemination of this research material will quickly and professionally filter down to secondary spokespeople in the US, Europe and Asia.
The Israel News Agency congratulates these creative, dedicated media and political polling professionals for coming to Israel's aid in a most critical time.
DALIA
ITZIK AS AMBASSADOR TO ENGLAND?
Sharon and Peres
Ready to Create PR Disaster in Europe
Jerusalem----July 17.........PM Sharon and FM Peres agree on very little. And when they do compromise, the solution sometimes results in a toxic mix. Both Sharon and Peres have agreed this week to appoint non-English speaking Israeli Trade Minister Dalia Itzik as ambassador to England.
Israel's
PR is weakest in Europe. European media could not be more negative as we witness
daily boycotts of Israel by European countries. Israel's PM and FM have just made
the ultimate statement reflecting their personal and professional perspectives
of Israel's image in the global market. They want to send a non-English speaking
Israeli to London.
Please don't misunderstand. We are not talking about an
Israeli who is fluent or semi-fluent speaking with a heavy Israeli accent. We
are talking about someone whose English is barely on a "survival level"
- "good morning", "how are you" and "good night".
We are talking about an intelligent individual who is a tiger in her native Hebrew,
but less than a kitten in English.
How will Dalia Itzik defend Israel against
the relentless media attacks on Israel by the English press - by the European
media? She cannot hide behind her press officer forever. She will be asked to
speak and comment - how will she do that? Why don't we just hire Yassar Arafat's
press aide, he will do less damage!
For
once Israel's Ministry for Foreign Affairs, which has taken so many black eyes
for Israel's image abroad, has said: "enough."
The Foreign Ministry
workers union is set to meet with senior ministry staff to coordinate a response
to Foreign Minister Shimon Peres's appointment of Industry and Trade Minister
Dalia Itzik as ambassador to the United Kingdom.
The union plans to discuss
measures to fight political appointments in general and Itzik's in particular,
including striking, not cooperating with political appointees, and asking Civil
Service Commissioner Shmuel Hollander to rule her appointment illegal.
According to Civil Service Commission regulations, "It is forbidden for appointees to have a personal or political link to a minister in the government unless they have special skills appropriate for the job." "I expect Hollander to check whether she has special skills in the English language, for example, that make her more suitable," a top Foreign Ministry official said, scoffing at her lack of proficiency in the language.
"But language is not the whole story, language is just a tool," the official said. "...Israel's public relations problems tend to be at their worst in the places where political appointees are serving."
We applaud the actions of the Israeli Foreign Ministry. They are not acting out of jealously - wanting one of their own to be an ambassador, but rather responding on behalf of the whole country and the worldwide Jewish community in saying please place a professional representative in London. Someone who can effectively articulate Israel's foreign policy in the language of the country for which they will be serving.
So
if you are looking to put your finger on why Israel's PR is suffering - just look
at the top - the very top - look at Sharon and Peres and remember that they wanted
to place Itzik as ambassador to London!
We pray that Itzik will refuse this
post, avoid personal and national embarrassment and continue in her domestic role
as Minister of Trade - this is where this tigress is needed most.
CNN MAKES DESPERATE ATTEMPT TO MAINTAIN POSITIONING IN MIDDLE-EAST
Jerusalem----June
26......CNN and Israel. The two have never been close friends.
CNN has had
a long history of reporting from Jerusalem with tainted eyes. Never using the
word "terrorism" to describe Islamic suicide bombers who tear apart
Jewish babies and children in buses and restaurants. At one point in their 20
something history in Israel, one CNN bureau chief had actually changed the sign
in their office under an international clock to read Palestine, rather than Jerusalem!
CNN, as all major US media outlets, has its good and bad. Not all at CNN are biased,
nor ignorant of the facts when parachuting into the Middle-East. But when it all
adds up and when CNN continues reporting from closed IDF military zones - jeopardizing
the lives of our soldiers and anti-terror operations - something has to give.
Over and over again we hear about Israelis who have "died from an explosion"
when they were actually murdered in cold blood in a terrorist bombing attack.
We recently heard about "settlers who died in an exchange of fire" when
in reality an Islamic terrorist broke into a private home and shot children to
death as they were sitting in their living room watching TV!
And then we have
the family - the Israeli woman who lost both her mother and child in a terrorist
attack at a shopping center in Petach Tikva, but CNN rather than focusing on the
victim's suffering, interviewed and aired the terror bomber's mother.
But
it was not CNN's editorial bias which caused the media giant to panic in the last
two weeks.
Rather it was money and market share.
Ted Turner, the founder and former chairman of CNN, was quoted in London last week equating Israel's defensive operations against terrorists - against Hamas, Islamic Jihad, Fatah and Hezbollah - as "terrorism."
| "Aren't
the Israelis and the Palestinians both terrorising each other?" says Turner,
who is vice-chairman of AOL Time Warner, which owns CNN, in an exclusive interview
with the Guardian. "The Palestinians are fighting with human suicide bombers, that's all they have. The Israelis ... they've got one of the most powerful military machines in the world. The Palestinians have nothing. So who are the terrorists? I would make a case that both sides are involved in terrorism." - Ted Turner, CNN Founder, Vice-Chairman of AOL Time Warner |
This
created outrage among the Israeli public and prompted Israel's cable and satellite
companies to offer Fox News in addition to CNN. In reality - replacing CNN with
Fox.
CNN's chief news executive Eason Jordan immediately consulted with his
Israeli PR firm - Eurocommunications - and flew into Israel a week ago. Immediately,
as part of a damage control exercise, he had star anchor and veteran Israeli reporter
Wolf Blitzer coordinate a new CNN series called: Israeli Victims of Terror.
Blitzer was also responsible for anchoring the CNN show - International Correspondents
- where again Eason Jordan sincerely apologized for any errors that CNN had made
in it's coverage from Israel.
If CNN was to lose the Israeli market, one
of the hottest places to file stories from, and lose the world Jewish community
- it would adversely affect their networks "carriage" or sales worldwide.
In order to create a series on terrorism's affect on Israelis, CNN had to fly
in a production team from London.
These people know very little about Israel,
terrorism and Middle-East politics but they do know how to produce. One Israeli
viewer complained about the transparency, that the show appeared so staged that
it looked like a paid commercial. For CNN to have aired this comment was brave
and illustrated professional journalism. But, for many Israelis, this attempt,
this compensation to set things right, was too little, too late.
CNN, through
it's subliminal, biased messages, had actually encouraged some of the bloodshed
for which Israelis have endured.
Many Israelis believe that a week's worth
of spin will not buy the Israeli public. CNN must prove in the days ahead through
balanced reporting and from coverage of the Israeli terror victims and not
the families of the terror bombers, that they are sincere and objective.
| Ted
Turner, who once described the terrorists who attacked the World Trade Center
and the Pentagon
as being "brave", would most likely have described this Islamic suicide
baby bomber from Hebron as being "brave" fighting Israeli "terrorism". |
CNN's
PR firm should have returned their retainer fee - for almost every thing that
they did for CNN was wrong.
Israel and CNN come from two very different cultures.
Jerusalem is not Atlanta. Israelis are a very proud and direct people who are
loyal to their friends and never forget their enemies. CNN had become a clear
enemy with Turner's anti-Semitic remarks. Eurocommunications did not need to suggest
overkill - a series on Israeli Victims of Terror.
This action only served
to pour more salt onto an open wound. The series was not illustrating the pain
of Israeli terror victims but rather underscored the pain that CNN is now feeling.
All CNN had to do was apologize and get it's editorial system balanced.
In
addition, for CNN to state that they were not "influenced" by billionaire
Ted Turner, while still using the turner.com e-mail addresses was a joke.
In
the end - it was not the Israeli Foreign Ministry or Israeli Communications Minister
Rivlin who had forced CNN to become more objective and more sensitive in it's
reports. It was organizations such as the ADL, HonestReporting.com and Camera
which had launched massive e-mail campaigns and had created a strong foundation
for CNN editorial reform.
Even President Bush gave a helping hand this week
by requesting new leadership for the Palestinian people in order to achieve a
lasting peace. A politically correct gesture of asking Yassar Arafat to take a
long vacation - immediately.
But even as CNN was airing it's Israeli Victims
of Terror series and the Bush administration was offering a Palestinian State
without Arafat, CNN's Mathew Chance was still reporting live from Ramallah - a
closed IDF military zone - spitting in the faces of the IDF and the Israeli government
press office.
In addition, the CNN Israeli Victims of Terror series had missed perhaps the greatest
victim of terrorism - Israel's bleeding economy.
This issue, where
almost all Israelis are having a dreadful time in just paying for their food bills,
was was not substantially addressed. Israel has experienced a severe drop in foreign
investments, no tourism and unemployment facing 20 percent. If the Israeli economy
is suffering then what is to be with the Palestinian economy which depends on
Israel's commerce? The CNN London production team, which was enjoying drinks and
lavish food at the King David and the Jerusalem David's Citadel hotels, was tipped
off to cover this economic crisis - a direct effect of the terror attacks. These
foreign professionals responded politely by stating that: "we know what to
cover here."
CNN aired the CEO of NICE Systems basically saying that
all was OK - sure he was going to say that his company has not been hurt (as
AMDOCS lays off hundreds this week) because he didn't want his investors and
shareholders to jump ship.
In the end - it was not the good intentions and professionalism of CNN's CEO Walter
Issacson which had CNN reverse course. Nor Eason Jordan, who was rejected this
week for meetings with Prime Minister Sharon and Foreign Minister Peres.
It
was Ted Turner, through his thoughtless and anti-Semitic remarks which may have
inadvertently recreated a CNN for which the world public may now depend upon for
accurate, objective and fair news coverage coming out of the Middle-East.
Thanks Ted!
The Meltdown Continues
Jerusalem----May
13.........It's been one month since this strategic international media consultant
has been working in the IDF.
During this time period, I have been an intimate
witness as to who and what is working in Israeli governmental public relations
/ public affairs. There is good news and bad.
The
Israel Defense Forces has a golden feature that no other branch of the
government has - it's called reserve service. And in reserve service they take
the best. What enhances this feature even more so is the true quality of the career
army people that you work with. No political agenda - just pure professionalism
in protecting Israel's civilian population.
And they get the work done - but
with limits. The IDF cannot discuss politics - this is passed to the MFA and this
is where the meltdown continues. Again, I reiterate that the MFA is a large institution
with some of the most professional people to be found there. Israel's Ambassador
to Ireland, Mark Sofer is a shining example. When asked by the BBC two
days ago: "will Israel now kill the gunmen it released from Bethlehem in
Europe?" without taking the slightest pause, Mark responded: "No - we
look forward to seeing them in court where they would be judged for their terror
activities". How did Mark get to the BBC, by another hard working professional
star in the PMO - David Baker, who has been responsible for booking some
of our best spokespeople on global networks.
But sadly Mark Sofer is going back to his post in Ireland and the MFA is continuing to make fatal mistakes - although in being fair to their PR hasbara department - they are doing their best with what they have from a limited budget and professional manpower perspective. But again - much too little, much too late.
The State of Israel National Media Center which opened up under the responsibility
of the MFA in Jerusalem as a result of "Operation Defensive Shield"
has now closed - but the media war continues with more journalists in Israel than
ever before. Where was the logic to close this center? Yes - officially "Operation
Defensive Shield" came to an end - but did it come to a close in reality?
No!
The terror hostage taking in the Church of Navity in Bethlehem became
the world's number one story and the State of Israel had no media center. THE
ONLY GOOD NEWS that we really had - that is that the IDF was rescuing innocent
hostages in a Christian church that was taken over by terrorists. And the
end result - not one drop of blood was spilled as the hostages were released!
And no media center to get out the message............
Furthermore,
even when the National Media Center was functioning, on one Friday morning there
had been an Arab terror suicide attack in Jerusalem which claimed several lives.
It was suggested to the MFA to hold a news conference that evening with Jerusalem's
Mayor - Ehud Olmert - to discuss this attack and the status of the terror victims.
Keep the focus on Israel's suffering - not Jenin.
What was the response from
the MFA's hasbara department? "Overkill".
That
one word summed up the professionalism of the MFA's hasbara department: "overkill".
Not keeping the focus of public relations crisis management communications
on the true suffering of the Israeli public was a crime.
PR Activity Transcends to Political Policy - The Boycotts Begin
As
a result of Israel's devastating public relations mismanagement, foreign and commercial
policy with regards to Israel is being severely damaged. Many governments and
companies in Europe and in the States are now threatening or implementing boycotts.
The Israeli economy is soaked in blood - it's never been worse. Unemployment and
inflation continue to skyrocket.
There is now only one solution - the
Prime Minister's Office must bravely coordinate an emergency international public
relations response team. I use the word "bravely" because Ariel
Sharon and the MFA Minister Shimon Peres have two separate agendas. It is time
for these agendas to be placed aside for the survival of Israel.
In having met with one of Israel's largest corporate giants yesterday - they also see the writing on the wall - sanctions and boycotts as a result of unprofessional international public relations on the government's side. They are now discussing the coordination of a private, professional international PR campaign which will protect their industry's market share. This is an excellent idea - let's pray that this idea becomes reality. If we continue to rely on the existing fragmented and destructive PR of the MFA, office lights throughout the country will continue to be turned off.
We
need the Prime Minister to act today - and this is where you can really assist
Israel's PR effort.
Write to the Prime
Minister - demand that an Emergency Crisis Communications Ministry
is immediately established which is composed of international PR professionals
who are based in Israel. These PR professionals would be bicultural, have over
10 years of international public relations / journalism experience and are more
than familiar with both world and Israeli maps.
Sharon and Peres must now
work as one entity regarding Israel's image - we are at war - during war you swallow
your pride in order to survive. There is no other choice.
Jerusalem----April 6.......As Israel recovers from the Passover Massacre and takes action to defend herself from a steady and barbaric stream of bloody terror attacks, slowly Israel's governmental PR machine is starting to shape up.
The
MFA has established a 24x7 media center in Jerusalem, the Ministry is using speakers
whose English is more fluent and Government Press Office Director Danny Seaman
is assisting in the center's coordination. In addition, we see a shining light
coming out of North America as articulate and media savvy Alon Pinkas,
Ambassador and Israel Consul General in New York makes more appearances on domestic
and international television.
But we still ask - where are the native
born Anglo-Saxons - not bankers, VC's, diamond dealers or hotel managers,
but the seasoned international media public affairs professionals and or journalists
who are living and working in Israel who should be working with the foreign journalists
who are either based or visiting in Israel?
It is difficult to understand
English, French or Spanish through a thick Israeli accent.
And not to understand
the mentality of the reporter - their deadlines and other needs is a fatal mistake.
Does the Israeli MFA have one
bi-cultural PR professional who has worked in an international PR firm in the
US or Europe?
An Israeli-Anglo PR professional that has also worked as a
journalist and understands the needs of foreign correspondents? No!
We
also ask, why are there only a handful of computers in the media center?
Where
are the telephones?
Why is there no food for the visiting journalists?
These conditions do not make for a "welcoming" environment for those
reporters and photographers who have traveled thousands of miles to cover Israel's
war on terrorism!
This information war is far from over. The United Nations Security Council today voted against Israel, requesting Israeli forces to withdraw from the West Bank and Gaza, as the IDF searches for terrorists and their weapons. Israeli's representative at the United Nations has labeled this vote as "giving a prize to the Palestinian terrorists."
Once the MFA has experienced international media professionals who can speak their native French to the French media, Spanish to the Spanish media and English to the English media - then and only then with honest facts will Israel win the hearts and minds of international public opinion.
Jerusalem---March
4.....Just when you think that you have seen it all, something comes hurdling
towards you like a freight train. Minutes ago the Israel News Agency
received a news release from the Ministry for Foreign Affairs.
Different department,
put the same fatal media management errors.
Daniel Pearl, who literally gave his life for journalism, is to be honored in Jerusalem. But the Israeli PR news release which was sent out to dozens of the world's most respected and prestigious news organizations announcing the ceremony would have made Danny smile. Smile, because he knew Israel and Israeli culture. Smile, because he would have said: "at least they spelled my name correctly." Below is a copy of the Israeli government PR news release:
| the Forum for Combating antisemitism Tomorrow, tuesday 15:00 at the Western Wall The press is invited to cover a special prayer for the memory of the 'Wall Street Journal' journalist, Daniel Pearl. The
ceremony will be conducted by: Members of the Pearl family in Israel will attend as long as representatives of the American Embbacy. for
details- |
Saturated
with grammatical and spelling mistakes, illustrating the total lack of international
public relations professionalism coming out of the MFA. Okay - someone gave a
job to someone's friend, a cousin or political ally. But at least give the
job to someone who is a native Anglo or fluent in English!
We deleted the spokesperson's name to avoid further embarrassment. But the embarrassment
caused by this and dozens of other news releases disseminated daily by government
bodies in Israel sticks. It makes those of us who do professionally practice international
PR in Israel into nothing more than a joke.
We do thank the Israel
Government Press Office for rewriting the above news release and disseminating
it with the highest standards of media professionalism.
A
friend of mine from the Israel Ministry of Foreign Affairs recently wrote: "the
situation is not so grim".
I responded that the word "grim"
would be a luxury.
For Dan Pearl's ceremony tomorrow - we all trust that the
Israeli PR material handed out to both the media and to the public will at the
very least have his name spelled correctly!
What the INA is simply stating and restating and putting on notice to anyone practicing PR in any government body in Israel is: please think twice before you communicate verbally or non-verbally to the international media - because if you believe that you can continue to act in an unprofessional manner which damages the image of this beautiful country - you are very wrong!
Jerusalem-----February
20.......Incredible. Truly unbelievable.
The Israeli government PR machine
just keeps repeating mistake after fatal mistake.
It's 18:05 - Ra'anan
Gissin of the Prime Minster's office is interviewed by CNN. He articulates
Israel's latest defensive actions in the most professional manner - both in substance
and style.
But the problem is - there is only one Ra'anan Gissin and one Dore
Gold!
We are also lucky to observe occasional and brilliant responses
articulated by Shimon Peres, Ehud Barak, Zalman Shoval, Ehud Olmert
and Binyamin Netanyahu - who should be named Minister of Information for
life!
As we change cable channels and land on the BBC, which recently
won HonestReporting.com's award for the most biased news coverage out of the Middle-East,
they are actually attempting to be objective. But it is now the Israeli Government
public relations machine at the MFA which continues to dig our graves!
The BBC anchor is now hosting the PA's Saeb Erekat and Israel's Minister
for Tourism Rabbi Benyamin Elon.
Elon admits on BBC television that
his English is not as good as Erekat's English. Elon is an intelligent and well
meaning man but what is he doing on the BBC? Now that the entire world knows through
Elon's announcement that his English is not as good as the Palestinians - are
we to feel sorry for him?
Erekat, now like a shark smelling blood and encouraged
by Elon's admitted weakness, begins to attack and disrupt.
"We want
peace with Israel - why are you attacking us?" Erekat keeps stating. Elon
tries desperately to explain that the language for which Arafat speaks and incites
war when addressing his people in Arabic is different when speaking "peace"
in English. Elon's public relations soundbyte is lost. The anchor has her schedule,
she must move on.
Again
we ask - where - where are the Israeli PR and media professionals
who were born in the States, the UK, South Africa?
Why are they not being
used to articulate Israel's position on English news networks?
Why must
the world see through 30 second elevator pitches that Israel is wrong in attacking
"innocent" Palestinians who use their children as human shields and
their youth as barbaric, suicide terror bombers.
When
we - Israel - realize that we lack world political support for our defensive actions
- just look at Israel's Ministry for Foreign Affairs hasabra department. They
are the one's who continue to insist on having native Israeli's speak broken English
on the BBC! Then they cry that they can't do more, using budget as an excuse.
Please do not misinterpret our comments - we have the greatest respect for
many departments and people at the MFA - but the hasbara department is nothing
less than "The Weakest Link". Israeli newspapers Yediot, Ma'ariv,
Haertz and the Jerusalem Post have all reported over and over again
about such PR nightmares i.e. - when the US started to attack the Taliban - the
hasbara department at the MFA was on "vacation"!
| Ma'ariv
reported that an exchange of scathing accusations took place between the
Foreign Ministry and the IDF over responsibility for the international media's
lack of interest in the Karine A. Sources in the IDF Spokesperson's office stated that the Foreign Ministry's hasabra department doesn't know how to take a military operation and give it political leverage, and they have been failing to do so throughout the recent period. "They had enough time and we supplied them with enough material and footage of the operation. All they had to do was to take the footage and give it to the news agencies, send their people with the suits and ties to give diplomatic momentum to this successful operation…the problem is not the IDF, but rather those in the Foreign Ministry. The army can't do their job as well. Instead of blaming us, they should just get to work." |
|
Expert:
Privatize Israel's Public Relations Efforts By Greer Fay Cashman The Jerusalem Post JERUSALEM (January 7) - Lenny Ben-David, a former deputy chief of mission at the Israel embassy in Washington and Israel director of America-Israel Public Affairs Committee, has called for the privatization of Israel's information and public relations (hasbara) efforts. Speaking in Jerusalem to a solidarity mission of the Israel Bonds Rabbinical Conference yesterday, Ben-David said that bureaucratic and political problems hinder Israel from responding properly to anti-Israel media reports. Similar problems, he said, are holding up the appointment of a new, articulate ambassador to Washington. To get around the bureaucratic and political obstacles, Ben-David proposed "a broad privatization of hasbara." |
There are many Anglo-Saxon's in Israel, let alone Jerusalem where the foreign
media is based that can be tapped to speak for the State of Israel. They work
at the Jerusalem Post, the Jerusalem Report, Israel English TV
and Radio news.
Why are they not being activated by the Ministry for
Foreign Affairs?
| Bad
English Threatens Israel's Public-Relations Effort By Gil Hoffman The Jerusalem Post
His department couldn't spell the name of the city in which the attack took place or complete a sentence in English. A press release sent to foreign media outlets around the world was headlined: "The Palestinian authority is increasing in significant way the incitement actions. [sic]" Contradicting government policy, the document, which was sent on official Defense Ministry stationery, referred to Israel's practice of targeting Palestinian terrorists using the taboo word "assassination." "The Palestinian establishment media is devoting her main broadcasting from the morning to intensive dealing to the assassination in Nabulas and increasing in significant way the dosage and the sort of the incitement broadcasting, the media also started to broadcast national songs in very high frequency, [sic]" the first sentence read. |
Lastly - the Director of Israel's Government Press Office - Danny Seaman - why is this articulate, bilingual not being asked to speak, why is this professional asset being ignored by the Ministry for Foreign Affairs?
How much longer will the Ministry for Foreign Affairs hasbara department in Jerusalem continue with amatuerish rather than professional, local media management efforts?
Jerusalem----January
2002.....The head of Israel's Foreign Ministry's public affairs division, recently
told the international conference of Jewish Ministers and Parliamentarians at
a Hotel in Jerusalem that today's public relations is dominated by media events,
not finely honed arguments. "When you see us on television, that is very
nice. But no one remembers our arguments," he said.
The INA strongly
disagrees with this argument.
People remember "soundbytes". READ MY LIPS was said once by President
George Bush (senior) and never forgotten. The MFA still does not get it.
When Bibi Netanyahu speaks, we remember and applaud. When the MFA speaks, we remember
how uneasy, how unprepared and how awkward most of their speakers look!
They
lack native English speakers.
They lack professional media coaching.
They lack bi-cultural Israeli PR hasbara professionals who are working just miles
from the MFA. But perhaps the greatest negative is not their fault.
They are
part of a fragmented governmental public relations system which does not speak
with one voice.
The recent capture of a PA terror ship from Iran with it's
50 tons of deadly cargo was never clearly illustrated to the foreign media in
Israel. A lost opportunity.
"What
is remembered, the MFA said, are images, and the Palestinians have proven masters
at creating images."
Well good morning MFA!
The INA and
several non-profit organizations have been making pro-Israel, hasbara images -
reflections of the truth - available to both the public and media for over a year.
The public can now even purchase video tape documentaries should they have any
doubt as to who the good guys and bad guys are (www.imp.co.il)
The
MFA has yet to implement an effective, 24 / 7 crisis media public relations response
team in Jerusalem which employs native English speakers.
Why
is Danny Seaman - Director of the Government Press Office - a native English speaker,
not being used?
There
exists an arrogance of power at some levels of the MFA, particularly in the Hasbara
department, which still appears to override national and global Jewish interests.
An arrogance which says "we are OK - you are not".
An arrogance
which hurts the efforts of many of the PR professionals in the Prime Minister's
Office. An arrogance which transcends soundbytes and images.
Solution?
The MFA must admit that it is "limited" in the hasbara section - not
make further excuses and move forward working with both Israeli and global PR
professionals. They must swallow their egos and pride and cooperate with other
Ministries, working as a team - as the IDF does - as we all must.
In a war against our enemies who seek to physically destroy us - their
is no second place.
We must act as a team, as one house or fall. And we will
not fall!
Jerusalem-----October
2001......Since the below report was written, Israel's Ministry for Foreign Affairs
has taken action to retain local international PR professionals. We applaud the
FM for this action. The FM has also been criticized by the Israeli media for not
responding quick enough to fast breaking news. They have also responded to this
observation by having their own people serve as spokesmen 24/7.
Now the FM needs to retain local, professional crisis public relations consultants to assist them with media coaching so that their appearance on CNN, Sky News, BBC and other international media outlets appears professional and confident.
ISRAEL'S
PR MACHINE (or lack of one) HURTING COUNTRY'S IMAGE
INA: RETAIN
BI-CULTURAL ISRAELI MEDIA PROS
Jerusalem----August 2......A calamity of tragic PR errors continues within Israeli government institutions. The latest folly came from the "Spokesman" of the Office of Coordinator of Government Activities in Judea, Samaria and Gaza. This Israeli department could not even spell the name of the city in which a recent IDF attack took place, nor was the "Spokesman" able to complete a full sentence in English.
A headline of a news release which was disseminated to the foreign media from the above office read: "The Palestinian authority is increasing in significant way the incitement actions. [sic]". In addition, contradicting government policy, the document, which was sent on official Defense Ministry stationery, referred to Israel's practice of targeting Palestinian terrorists using the taboo word "assassination." The first sentence of the news release read: "The Palestinian establishment media is devoting her main broadcasting from the morning to intensive dealing to the assassination in Nabulas and increasing in significant way the dosage and the sort of the incitement broadcasting, the media also started to broadcast national songs in very high frequency, [sic]"
There are very, very few real public relations hasbara professionals working in the Israeli government today. Perhaps less than a handful. Prime Minister Ariel Sharon's foreign press spokesman, Ra'anan Gissin is one of those rare professional and talented PR people serving in the government - but Mr. Gissin cannot be everywhere. Much of the remainder of those who hold any kind of authority within government regarding Israel's image compensate for their lack of professional knowledge and experience with an attitude of arrogance. If one has any doubt regarding their credentials just ask which international PR firms they have worked for, the clients they were responsible for handling and which newspapers they had started out in as reporters or editors. Do they understand how the media works, having been a media professional?
Just
48 hours ago, the INA pointed out that the Israel Ministry of Foreign
Affairs had appointed Rubenstein Associates in New York to handle Israel's image
(www.israelnewsagency.com/israelprefforts.html.)
while ignoring local, professional PR talent which has extensive international
experience.
We questioned: How can a PR firm totally unfamiliar with Israel
and the region operating from 6,000 miles away - under crisis conditions - control
the foreign media based in Israel?
The
INA admits that handling PR for the government can be a gruesome job at
times. Israel has many Ministries with many egos with different and varying political
preferences. But this is no time for excuses - when words in the media can effect
critical action on the ground.
It is time that professionals Nachman Shai,
head of Israel's Broadcasting Authority, Ra'anan Gissin - Prime Minister's
Office and Danny Seaman - Director of the GPO, put Israel's PR house in
order. Their first task - hire or retain Israeli media professionals who
are bicultural. Professionals who understand the media, understand the
region, understand the editorial needs of both the domestic and foreign media
- and can spell the names of Israel's and the region's cities properly!
If they can't do it - no one can!
Sponsored By ISRAELPR.COM