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Of Israel, Terrorism And PR
By
Joel Leyden Jerusalem, Israel --- May 1, 2013 … Yesterday a man was murdered in a terror attack because he was Jewish. Did you hear about this terror attack on CNN, FOX, ABC, CBS, BBC or Sky News? I highly doubt it. In performing a search on Google News the only major news channel outside of Israel to carry something of this news story was CNN. And even CNN did not describe the terror victim as an Israeli, but rather as a "settler". Eviatar Borovsky, a 31-year-old father of five from the town of Yitzhar in Israel was stabbed to death by a Palestinian terrorist. Who
are we to blame for this news story not even being mentioned as
a minor headline in the Western media? When something happens in Israel it is the responsibility of the Ministry of Foreign Affairs to get the story out. And as one who has worked with the MFA, I can tell you that with the limited resources they have, they do a good job. But a good job is not enough when your mission is to influence public opinion which has a direct affect on lives, on what is happening on the ground. The IDF does a fantastic job of getting information out on the Net, but being a military source makes them unwelcome in many media corners. So we go back to the Israel Ministry of Foreign Affairs which barely pays their employees enough to feed their families. In fact, the MFA is planning a strike in the coming days which may force Prime Minister Netanyahu to cancel a trip to China. Not enough money, not enough manpower at the Foreign Ministry. And of the manpower not enough media professionals. There is only one, articulate Yigal Palmor, the MFA spokesperson and there is no way that he can connect as one human being with the hundreds of media which await his message during a breaking news story. Yigal
can get a news release out. He can make sure that every Israel
embassy and consulate has it, but where does this message go from
there? But
transcending the lack of an effective news delivery system for
a minute, let's focus on where the story is coming from. And the terror victim is described not as Jewish Israeli but as a settler. The Israeli media distorts the reality of who and where using Palestinians propaganda terms and then we expect the international media to carry the story and correct it? Incorrect
language used by the Israeli media with a Ministry of Foreign
Affairs which does not have the budget to get the story out.
Prime Minister Netanyahu is fully responsible for not creating an entity to fix Israel's PR or lack of effective PR. Netanyahu,
a communications pro, needs to meet with the Israel domestic media
and define the correct language. And if the Ministry of Foreign Affairs cannot get the story out because they do not have the manpower let alone the professional manpower, the Prime Minister's Office needs to find a budget to pay professional PR consultants in New York, London, Paris, Toronto, LA, Geneva and Tokyo. And until the PM's Office finds that budget, secure Jewish sponsors from North America and Europe (Jewish Federations) to pay for this essential work. And until they can secure sponsors - ask Jewish and Christian PR firms to volunteer! Don't blame CNN, FOX, NBC or ABC's news - rather send this article to the Prime Minister's Office and share it on Facebook until someone finally takes Israel's negative image seriously. As we wait for this miracle to occur keep clicking on the Jerusalem Post, Times of Israel, Israel21c, HonestReporting.com, the IDF Facebook page and the Israel News Agency for what is happening in Israel. And forward the news stories to your local media, share on Facebook and Tweet on Twitter. Whether it is one Jew who is stabbed to death in a terror attack in Judea and Samaria or dozens being murdered in a blown up bus in Tel Aviv - we need to get the word out. We need to walk the media, in particular the BBC which states that attacks by Palestinian "militants" are rare, over to the home of two-year-old Adele Bitton who remains in life-threatening condition after she and her family were attacked by Palestinian stone throwers a few weeks ago. We need to illustrate why Israel attacks (defends) herself in Gaza, Judea, Samaria and in Lebanon. As long as we do not control the narrative, our enemies and a highly aggressive, anti-Israel UN will and as such will have the support of Western nations to keep murdering Israeli Jews. The days of creating a "committee" (already tried by Prime Minister Arik Sharon in 2003 to deflect from taking immedate, effective action) to investigate and suggest measures to improve Israel's highly negative image are over. This committee has been out to lunch for over ten years! Mr. Prime Minister, if you don't take action on Israel's image today - who will?
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