web analytics
September 17, 2014 / 22 Elul, 5774
At a Glance
InDepth
Sponsored Post
Apartment 758x530 Africa-Israel at the Israel Real Estate Exhibition in New York

Africa Israel Residences, part of the Africa Israel Investments Group led by international businessman Lev Leviev, will present 7 leading projects on the The Israel Real Estate Exhibition in New York on Sep 14-15, 2014.



Home » InDepth » Op-Eds »

Don’t Blame All Of Israel’s PR Problems On Anti-Semitism


Like many others, I spent a lot of time this past week agonizing about Israel’s public-relations battles and image problems. And I remain extremely worried.

I own one of the one of the nation’s 25 largest public-relations agencies and make my living building brands and enhancing images. I represent a number of major corporations, foreign governments and concerns worldwide and consult regularly with senior Israeli government officials, advocacy organizations and consulates, mainly on a pro-bono basis.

Last week I spent an entire day escorting a client, a very senior foreign government official from an embattled area (outside the Middle East) from media outlet to media outlet. He met with a reporter for a large weekly newsmagazine, and after the 45-minute interview the reporter spoke heart to heart with the official, advising him to do interviews even when there’s nothing going on, speak the same language as those doing the interviewing, and invite the media to events. Irrespective of the issues, it’s harder to write negative about my friends, the reporter laughed.

In other words, fostering relationships is a must.

After graduating from college I lived in Israel in the mid 1990’s and worked in public relations and politics. I soon realized that Israelis don’t pay attention to the human side of journalism, nor are they flexible with the business of PR. Israeli government officials don’t, and in fact can’t, spend time and money entertaining reporters. The almost unbelievable reason for this is that Israeli officials aren’t permitted to turn in regular expense-account bills for meals or entertaining. And in nearly all instances they pay their own cellular phone bills for calls to and from reporters.

I believe Israel’s PR problem is due primarily to the fact that Israeli officials view the practice of public relations not as a necessity but as a secondary thought. Similarities can be drawn to Israeli technology companies, which produce incredible products but utilize poor marketing programs.

Israelis are a tough people who believe that since their cause is just, they don’t need to spend time convincing others. Is it anything short of absurd that Israel’s entire public-relations budget for the U.S. is under $250,000 annually?

The State of Israel does not use a public-relations agency anywhere in the world and hasn’t for many years. How can Israel expect to win the war for hearts and minds when its emissaries, noble as they may be, come for a few years and then leave? While Israeli diplomats undoubtedly work hard, English is not their first language. No wonder Israel’s public-relations efforts always seem to be characterized by an all too palpable tentativeness and defensiveness.

Primary Arab spokespersons, by contrast, tend to be longtime residents of Western countries. They are individuals who were educated in the West or have lived here for a long time and communicate in fluent English. While Israel’s spokespeople may be coherent, the government doesn’t pay for outside professional media training. And coherent doesn’t necessarily mean compelling. What makes an army commander or a police chief suitable for worldwide media appearances? At a minimum, should they not undergo media training by outside PR agencies expert at helping people develop their messages?

Israel has planes and tanks but little media savvy. Israeli leaders don’t pay enough attention to the media, nor do they enlist the troops needed for today’s media war. While the Arabs brilliantly started Al Jazeera (created by a $150 million grant from the emir of Qatar), Israel counters with a few very smart Foreign Military representatives who engage on Twitter and dabble in creative YouTube campaigns. In other words, a David vs. Goliath battle in the world press.

I believe Israel’s lack of financial investment in PR is a major mistake. Israel needs to invest as much in the public-relations battle as it does on the ground for military battle. As the owner of a PR agency, I view public relations in terms of business rather than ideology, and this allows me to be the rare Zionist who says Israel’s foreign media problems aren’t strictly about anti-Semitism or inherent bias. Israel’s PR problem is primarily a business problem.

Public relations is neither a hobby nor a pastime, and funds must be invested to garner success. Last year the Pentagon admitted spending millions upon millions to shape media coverage of the Iraq war. Yes, PR is big business, and Israel doesn’t take it seriously.

At the very minimum, can we at least have Israeli spokespeople who speak an engaging and articulate English?

About the Author: Ronn Torossian is CEO of 5WPR, one of the largest U.S. PR agencies. He is an active Jewish philanthropist via the Ronn Torossian Foundation.


If you don't see your comment after publishing it, refresh the page.

Our comments section is intended for meaningful responses and debates in a civilized manner. We ask that you respect the fact that we are a religious Jewish website and avoid inappropriate language at all cost.

If you promote any foreign religions, gods or messiahs, lies about Israel, anti-Semitism, or advocate violence (except against terrorists), your permission to comment may be revoked.

No Responses to “Don’t Blame All Of Israel’s PR Problems On Anti-Semitism”

Comments are closed.

SocialTwist Tell-a-Friend

Current Top Story
ISIS's response to President Obama's warnings came in the form of a movie trailer.
ISIS Sends Obama Fiery Video Response [video]
Latest Indepth Stories
A Gaza building, reportedly used by Hamas, destroyed by the IDF on August 26, 2014.

For too long the media and international community have been preaching that “Palestinians” bear no responsibility for the consequences of their decisions and they are passive victims of the conflict.

The Iron Dome was called on for the first time in 2013 to intercept a missile fired by terrorists in Sinai at Eilat.

Iron Dome intercepted over 1,000 rockets aimed at Israel with a success rate of over 90% in 2014

IDF lone soldier and Ohio native David Menachem Gordon (z"l).

We talked about the responsibility that comes with the pen, its potential to influence and inspire.

Amnesty International:The crippling of the power station was “collective punishment of Palestinians”

Originally scheduled to be held elsewhere, the hotel canceled, pressured by local missionary groups

It’s likely that some of the rebel factions, including US clients, have indeed made pacts with ISIS

Imam Tafsirli of the Harlem Islamic center: “You cannot be a Muslim without believing in Jesus”

If simple fuel choice were implemented, the power of petroleum and those who sell it would cease.

Value of IS: It enables people to see the place to which all other Islamist fascism is headed.

“When Frank does something he does it well and you don’t have to worry about dotting the i’s or crossing the t’s.”

President Obama: “ISIL is not Islamic. No religion condones the killing of innocents”

he time of the Uman pilgrimage is upon us, and we dare not ignore the opportunity to highlight the danger.

Healing requires that the victim be validated for being harmed and the guilty assume responsibility.

During the war, not once was Hashem’s name mentioned to the nation by Israel’s PM or gov’t officials

More Articles from Ronn Torossian
Sheldon Adelson

Sheldon Adelson is again under attack in the media. This time the billionaire is being criticized for his effort to target Jewish voters in swing states including Florida, Ohio and Pennsylvania.

Like many others, I spent a lot of time this past week agonizing about Israel’s public-relations battles and image problems. And I remain extremely worried.

Printed from: http://www.jewishpress.com/indepth/opinions/dont-blame-all-of-israels-pr-problems-on-anti-semitism/2009/01/07/

Scan this QR code to visit this page online: