Jewish Agency And Why Does Israel PR Fail?
Israel News Agency
Israel ---- December 17, 2010 ...... Just a few days ago I applied
for the position of VP Marketing Communications for the Jewish
Agency. Within 48 hours I was told that I that I was too late
to apply. They were interviewing "finalists".
one ever too late to apply for a job? That is until someone is
actually made an offer and signs a contract?
No. It was an excuse. Was I disappointed? Yes. Was I angry? Yes.
But not for the obvious reasons.
have been in the international public relations and public affairs
business for over 20 years. In that time I was approached to create
the first commercial Website back in 1995, the first Website for
the Prime Minister's Office, the first English news site out of
Israel and the first Website for the IDF. I successfully integrated
classic PR, advertising and journalism into Web 2.0 - social media.
And recently returned from Haiti assiting both the IDF and the
MFA with badly needed onsite public relations.
what credentials did I lack?
I have team experience from serving in IDF combat units and the
spokesperson's unit in the IDF. The Israel Ministry of Foreign
Affairs retains me to train their diplomats. And I was ready to
give up far more money in a successful, private international
business in digital PR, SEO, social networking and crisis communications.
what was I missing?
ask this question publicly to the Jewish Agency. Not because I
need their money. Not because I love the Jewish Agency.
reason is that Israel will not lose an opportunity to miss an
am calling out the Jewish Agency on the candidate who does secure
this position and kindly ask the public to raise the following
many years experience in international marketing and branding
does that Jewish Agency professional have?
How many years experience in international PR does that Jewish
Agency professional have?
Can you show us how that professional controls the most important
medium - the Internet?
What is their experience in crisis communications, reputation
management, new media, social networking, SEO, online branding,
journalism, media distribution, Google Adwords and Google Adsense?
can you show us how they have made one, major issue pertaining
to Israel sparkle and shine?
this PR and marketing professional for the Jewish Agency work
with or work against the private and successful immigration organization
see, it's not the job. It's Israel's near total lack of professionalism
in conducting it's PR activities.
Israel Ministry of Foreign Affairs has made great strides in recent
years in improving their professional public affairs operations
with such stars as Amir Gissin, David Saranga, Noam Katz, Yaron
Gamburg, Yigal Palmor, Jonathan Peled, Arye Mekel, Ronit Ben Dor,
Joel Lion, Gil Lainer, Eliaz Luf and political appointees Michael
Oren, Danny Ayalon, Tal Brody, Ashley Perry and Ron Prosor.
the IDF Avital Leibovitz and Aliza Landes makes us proud. And
spokesperson for the Israel Police Micky Rosenfeld has both the
smile and the soundbytes.
then we have superstar Mark Regev at Israel Prime Minister's Office.
We had mega super star Daniel Seaman at the GPO - but opps - he's
But this elite public affairs team still faces massive internal
and external walls. The internal walls I will not go into detail
as Israel has enough problems with strategic information getting
to her enemies but some basic facts do remain and need to be addressed.
PR suffers from a lack of money. Lack of budget. I would think
that the brave firefighters received a greater annual budget than
the Israel Ministry of Foreign Affairs gets for Hasbara or PR.
And we saw what limited job the firefighters did with the recent
Carmel Forest fire disaster.
also suffers from a lack of professional manpower. Again, I will
not go into logistics. But with more money budgeted for PR manpower
and operations, Israel would be able to confront the professional
efforts of pro Islamic Jihad organizations such as Fenton Communications
which was paid almost $400,000 to make Israel look bad on behalf
of Qatar and Turkey for their "Flotilla" operation.
but not least, it's a numbers game.
is more Arab oil money than Israeli scheckels and more Arabs than
there are Israelis. More representatives of Arab states in the
UN, EU and the US State Department than whatever Israel has.
winning the PR war?
Well before we can answer that question, is it really a war?
According to the Palestinians, they are only throwing rocks at
Their public relations machine is working. And working very effectively.
And most of the world public has bought it hook, line and sinker.
As Palestinian terrorists attack Israeli tanks with missiles,
rockets and automatic gunfire, the world witnesses Palestinian
children throwing rocks!
As Palestinian terrorists pump bullets into pregnant Jewish mothers
and execute Jewish babies we only see Reuters, AP and AFP images
of injured Palestinian children.
Who's winning the public relations war? Syria, Saudi Arabia, Qatar,
Turkey, Hamas, Iran, Jihadists and the Palestinians.
We are engaged
in two wars - a bloody, sweaty battle of bullets and a real-time
digital media war of words.
We are losing both fronts because Israel's governmental public
relations and public affairs machine is weak and ineffective.
The PR war defines public opinion, public opinion decides governmental
policy and that policy decides who wins. Ultimately, public relations
will decide Israel's future security. It's stature as a democracy,
its economic health and its very borders.
One must take
a very close, objective look at Israel's present PR efforts to
understand why we have and continue to lose.
Many who lead Israel's PR war are more focused on domestic Israeli
public opinion than world opinion or the opinion of our enemies.
Just look at some who are in contact with the international media
Who are these people? How old are they? What experience do they
have in crisis communications management? Who do they consult?
How effective is their coordination with other ministries? How
free are they to act in real-time? Do they have the backing and
logistical, financial support of Israel's Prime Minister?
Yes, we do have a handful of professional public affairs people
in Jerusalem, when what is urgently required during war is a well
financed and professional army of media professionals. An army
that integrates and transcends the valiant efforts of the Israel
Project, CAMERA, Z Street, Jerusalem Post Editor David Horovitz,
Jerusalem Post columnist and Gaza Flotilla "We Con The World"
video hero Caroline Glick and HonestReporting.com.
Just ask yourself one question.
Is Israel's global image better today than it was a year ago?
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.
We don't need
to display the heads of Islamic terrorists to win this war.
What we do need is the immediate, urgent action of Benjamin Netanyahu
who like Ariel Sharon has failed 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.
To win this
PR war we must play by the same rules as our enemy.
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 Netanyahu and his chief
advisor Ron Dermer 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
It is time
for Islamic terrorists and the populations which support them
to fear us more than we fear them.
The time for Israel's "shock and awe" show has been
So I ask the
Jewish Agency, with the good money which is donated to you, who
have you chosen to represent the Jewish people?
What is their professional PR experience? Or is this going to
be just another political appointment?
Are they using Google News, Facebook, Twitter, LinkedIn,
MeetUp, Yahoo groups and YouTube?
And finally, what kind of logistical and creative support will
the Jewish Agency provide to this PR professional to get the job
Yes. I'm angry
because my children live in Israel. I'm angry because my children
are in real danger.
because the problem is not the Jewish Agency.
The problem is with the Prime Minister's Office which for years
has made great declarations for the need to establish a professional
task force for Israel's PR. Something they never did. Something
for which every Jew around the world suffers for.
which directly results in Jewish lives being murdered in that
tiny, democratic land called Israel.
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