It’s The Message, Stupid!
By Glenn Jasper, Ruder Finn Israel
I spend my days helping clients develop and implement PR campaigns designed to promote the company in such a compelling way that its key audience will respond positively to what the company is communicating. Ultimately, the goal is always to build momentum and help the company achieve its potential.
So given that professional experience, it should be relatively simple to diagnose the PR problems Israel is having and prescribe a certain program to improve the situation.
And it is simple, but not in the way you might think.
Much has been written over the past few weeks – ever since “The Flotilla Affair” – about the overall weakness of Israel ‘s PR, both when crises hit and in general. And they all brought wonderful examples of how and why Israel ‘s PR has missed the mark.
But I’m afraid they’ve missed the mark as well.
One example lamented Information Minister Yuli Edelstein’s frustrating cell phone contact system. But that is wrong, because fixing Edelstein’s voicemail wouldn’t help fight the incredible PR machine our enemies have built.
Another article suggested that as long as Israel is not able to separate the politics from the tourism, Jerusalem ‘s tourism industry is going to suffer. But again, that is incorrect. Jerusalem is the center of the religious universe, and as such is going to be the hottest point on Earth for conflict. That is the deal and we must all understand and even embrace that. But this is irrelevant as well, in terms of the larger question about Israel ‘s PR, although we are getting closer to the point.
Another PR complaint over the years has been the lack of Israel spokespeople who are able to speak strong English. Well, we now have Mark Regev at the wheel, one of the best I’ve ever seen, as well as Michael Oren in the U.S. , who is fantastic.
And yet, Israel has had one of its worst PR runs over the last 12 months that it has had in decades. Doesn’t this seem strange to you?
How can it be that we did better PR during the post-9/11 phase, when Ariel Sharon – who had trouble speaking “sound-bite English” – was prime minister, than we are doing now, when U.S.-educated Binyamin Netanyahu is at the helm?
When you consider the overall futility of the three above arguments of 1. Logistical ineptitude (the Edelstein example), 2. Brushing aside the negative, in favor of the positive (the Jerusalem tourism example) and 3. Native-English-speaking spokespeople (The Regev-Oren-Bibi example), there is only one conclusion that should be drawn.
It’s not about any of these things.
To understand why we are failing, we must first look at why the other side is succeeding. And the answer to that question is simple: A unified message.
It wouldn’t matter of Edelstein drank Red Bull 24 hours a day and was 100% available for all requested interviews. Because an hour later, someone from the government opposition will submit to an interview and completely contradict what Edelstein has said.
It doesn’t matter that Jerusalem has wonderful views, great restaurants and almost-perfect weather, especially this time of year. Because the world is being told – by Jewish-Israelis – on a regular basis that Jerusalem is a place of conflict, and that the conflict is all the fault of the Jews.
And it doesn’t matter that we have our strongest international spokespeople since the days of Golda Meir and Abba Eban.
Because we do not have that item that can often be the difference between success and failure for any PR campaign. In fact, it should be the cornerstone of any campaign.
It is the unified message.
After 9/11, Israel was unified, not only in its condemnation of the attack, but in its message to the world of “You see! This is what we’ve been going through! Now, do you understand us?”
But time has “healed,” and we have once again descended to our previous disagreements and ideologies. We are not united.
And sadly, if Israel itself is not unified – as our enemies are, for the purpose of destroying Israel – then there will be no unified message, and we will continue to lose the PR battle, even if we are right.
So, please do not waste your time analyzing the PR strategy – or even lack thereof – or tactical approach of the Israeli government. It’s not about that. It’s the same problem that has plagued the Jewish people for centuries. We can’t unify. Even about a message. Even when our future is at stake.
Glenn Jasper is a PR veteran and the General Manager of Ruder Finn Israel, the leading full-service strategic marketing consultancy and public relations agency in Israel . He blogs at http://www.ruderfinn.co.il/.
I know she is a clone of Michael Sunstar but I learn more from going on such sites than from reading most of the Jewish ones. Kowing ones enemies is all part of the long term battle.
So I’ll skip the dirty pictures and just read the erudite articles! 😉
Nicht fer meer.
Dolorest, interesting site, something for everybody.
What constitution? We don’t need no constitutions!
It would divide Israel more than it is today.
Well my sister makes 150k a year and she loves Hussein and thinks he is doing a good job. I offered her in a trade for Shebrew but the offer not accepted. Now I know why.
Ted what’s the story another comment disappeared no links and not long?
Can you pls find and post?
Dolorest, interesting site, something for everybody.
What constitution? We don’t need no constitutions!
It would divide Israel more than it is today.
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June 17, 2010 – 5 Tammuz, 5770
Praise ye the LORD. Praise ye the name of the LORD; praise him, O ye servants of the LORD.
Ye that stand in the house of the LORD, in the courts of the house of our God,
Praise the LORD; for the LORD is good: sing praises unto his name; for it is pleasant.
For the LORD hath chosen Jacob unto himself, and Israel for his peculiar treasure.
For I know that the LORD is great, and that our Lord is above all gods.
Whatsoever the LORD pleased, that did he in heaven,
and in earth, in the seas, and all deep places.
He causeth the vapours to ascend from the ends of the earth;
he maketh lightnings for the rain; he bringeth the wind out of his treasuries.
Who smote the firstborn of Egypt, both of man and beast.
Who sent tokens and wonders into the midst of thee,
O Egypt, upon Pharaoh, and upon all his servants.
Who smote great nations, and slew mighty kings;
Sihon king of the Amorites, and Og king of Bashan, and all the kingdoms of Canaan:
And gave their land for an heritage, an heritage unto Israel his people.
Thy name, O LORD, endureth for ever; and thy memorial, O LORD, throughout all generations.
For the LORD will judge his people, and he will repent himself concerning his servants.
The idols of the heathen are silver and gold, the work of men’s hands.
They have mouths, but they speak not; eyes have they, but they see not;
They have ears, but they hear not; neither is there any breath in their mouths.
They that make them are like unto them: so is every one that trusteth in them.
Bless the LORD, O house of Israel: bless the LORD, O house of Aaron:
Bless the LORD, O house of Levi: ye that fear the LORD, bless the LORD.
Blessed be the LORD out of Zion, which dwelleth at Jerusalem. Praise ye the LORD.
Psalm 135
Please vote in this poll. Arizona CD1 Race Poll: Who do you think we should support? My vote was Mehta
Watching for Watchers Scott Stewart STRATFOR Learn how to protect yourself & America!
In last week’s Security Weekly we discussed how situational awareness is a mindset that can — and should — be practiced by everyone. We also described the different levels of situational awareness and discussed which level is appropriate for different sorts of situations. And we noted how all criminals and terrorists follow a process when planning their acts and that this process is visible at certain times to people who are watching for such behavior.
When one considers these facts, it inevitably leads to the question: “What in the world am I looking for?” The brief answer is: “warning signs of criminal or terrorist behavior.” Since this brief answer is very vague, it becomes necessary to describe the behavior in more detail.
Canada Free Press Is the Oil Spill an Act of War? By Jim O’Neill
“You can’t get Americans to agree on anything. …He [Obama] just needs to drag them to it. Like I just said, they’re stupid. Just drag them to this. …Suck on it, America, if you don’t like it.”—Bill Maher HBO “entertainer” (Link)
“Conservatives think of war as a metaphor when applied to politics. For radicals, the war is real.” —David Horowitz
…… The Far Left always ends up ruling by force
The Far Left always ends up ruling by force. Their policies are so opposed to human nature and common sense, that they have no alternative but to use force to implement their social engineering plans, and remain in power.
All in all, I would say that things are looking pretty bleak for truth and freedom in America, and around the world. Nonetheless, truth and freedom are aligned with the creative intelligence/energy behind the universe—God. In the end, truth and freedom will win out. It’s our privilege, and duty, to try and help bring that end about, as best we can.
FrontPage FRONTPAGE HEADLINES
The BP Oil Disaster: Big Government’s Dream Come True Rich Trzupek
If you thought President Obama’s address to the nation this week would have focused on the Deepwater Horizon oil spill that is destroying the Gulf Coast economy, you would have been only partially correct. The president did mention what he called the “menacing cloud of black crude,” but the heart of his remarks was a political speech that attacked the president’s political enemies while pushing for a stock “green” agenda, including cap-and-trade legislation, that had no obvious connection to the menace in the Gulf Coast. What was supposed to be a leveling with the American people about the oil crisis became an impromptu pitch for Big Government
A Chilling Warning »by Joseph Klein
North Korea threatens military “follow up measures” if U.N. Security Council takes action….
To Fight a Tyranny »by Jamie Glazov
One year after the Iranian Green Revolution….
Egypt on the Edge »by Ryan Mauro
An undecided presidential candidate could open the floodgates for Islamic Egyptian radicalism. …
Elderly and Expendable »by Tait Trussell
Building the leftist utopia on the backs of America’s old. …
The Obama Administration and the President’s pals in Congress have been on a deliberate course to write off America’s senior citizens as a lost cause politically. This decision is based on an internal Democrat study indicating that seniors don’t trust Obama
The Newspaper Bailout »by Dick Morris
Spreading the wealth to failing media — and jeopardizing the First Amendment. ..
Sultan Knish Daniel Greenfield Daniel Greenfield article: The Noose Around Israel’s Neck *****
Israel is being hung on a public gallows erected on the grounds of the United Nations with yards of rope gleefully supplied by the Muslim world. But the hangmen are mostly Westerners who still think that the Muslim lynch mob at their doorstep can be pacified with the death of a single victim.
There are three things you can do when you are about to be hung. You can walk proudly, recite a glorious line or two to embed your martyrdom in historical memory, and then allow yourself to be hung. Jews have an extensive body of experience with that brand of martyrdom. ….
Because there is really only one thing you can do when the noose is being placed around your neck. Resist.
Jihad Watch JIHAD WATCH HEADLINES
Caliphate dreams in Chicago and Australia
Hizb-ut-Tahrir openly works for the restoration of the caliphate, the supranational center of Islamic unity. In classic Islamic theology, only the caliph is authorized to declare offensive jihad against non-Muslim states for the purpose of subjugating them under the rule of Sharia, Islamic law. In the absence of a caliph, as has been the case since Ataturk abolished the caliphate in 1924, only defensive jihad may lawfully be waged — which is why jihadis today always frame their activities in the context of alleged enormities of non-Muslim entities.
NOTE: The Videos included are chilling, but should wake up those who are denying the threat!
Kosovar Albanian Muslim arrested for role in jihad attack in North Carolina
The unnamed “Kosovo Albanian male” probably had a role in this North Carolina jihad plot, which is known to have included Kosovar Albanian Muslims — which must come as a shock to the dhimmis, the willfully ignorant, the useful idiots and the collaborators at places like Commentary and elsewhere, who……
Female genital mutilation widespread in Iraqi Kurdistan
“Circumcision is obligatory (O: for both men and women. For men it consists of removing the prepuce from the penis, and for women, removing the prepuce (Ar. bazr) of the clitoris (n: not the clitoris itself, as some mistakenly assert). (A: Hanbalis hold that circumcision of women is not obligatory……
Khilafah Conference 2010 – EMERGING WORLD ORDER : Hizb ut-Tahrir America
EMERGING WORLD ORDER: How the Khilafah will shape the world – Khilafah Conference 2010
Hizb ut-Tahrir America
AtlasShrugs WARGAMING: REAL STORY OF THE GAZA CONVOY
The rise of the savages…….
Two more genocidal warships from Iran (affectionately called “aid ships” by a media aligned with the jihad force) are making their way to Gaza in a blatant act of war. Blockade busting to what end? The blockade is against arms, arms to kill Jews. Period.
Well my sister makes 150k a year and she loves Hussein and thinks he is doing a good job. I offered her in a trade for Shebrew but the offer not accepted. Now I know why.
EXCELLENT!!!
Posting on my news page at
http://www.gladtidingsstudio.com/News/Glad_Tidings_News_Home.html
Where is Israel’s CONSTITUTION that was supposed to be written 60 years ago???
That would be an enormous help in unifying Israel’s message!
Jordan Chaviv – We Will Survive
Acheinu kol beit yisrael
“United” – RUFF, SHI 360 & EVISH (OFFICIAL VIDEO)
http://www.youtube.com/watch?v=FP2OCs1fRgQ&feature=player_embedded
Chorus x 2:
When the world’s gone lost
We’re gonna help you find the way
Too much drama in my eyes that I can’t hide
When the world’s gone lost
I don’t plan to fall with it
Verse 1 – Ruff:
I’m on the wrong side of the map, activists with knifes got me trapped
Surrounded by hostility, trying not to react
Flotillas of hatred, we’re caught in the matrix
I’m trying to survive, they’re pulling the same tricks
This international hypocrisy won’t get us far
One-sided media puts us behind bars
Nations with no minorities, judging with no authority
They’re gonna tell me how to deal with what’s in front of me
What about Sudan and North Korea? Could they care less?!
They wanna boycott us, they’re gonna share less
We’re lying on the fence for the rest of the world
Provide a buffer zone while overseas they get us sold
I know my people can be divided at times
Got too many opinions with too much shit on our minds
You can hate us now, we ain’t gonna fight it
You’re only making us stronger and more united
Chorus:
When the world’s gone lost
We’re gonna help you find the way
Too much drama in my eyes that I can’t hide
When the world’s gone lost
I don’t plan to fall with it
Verse 2 – SHI 360:
?But I ‘ m already home and the media distorts your vision
?Got blind followers here in full submission
?Provocateurs,? they just wanna instigate
?And create the image you love to hate
?You can talk about humanitarian aid
?Politically affiliated IHH
?Guess who’s more popular? Erodgan
?F— left and right , we should all stand as one
?You really thought we were gonna let ‘e m in?
?When yesterday they tried to bring Karine
?A – was that aid or to arm Jihad?
?Wanna talk about aid ? What about Gilad ?
?Because the horse is trojan, doors not open
?I gotta do whatever to protect my home and
?I ‘ m a peace dealer, my flow killa
?But no peace came at me on the flotilla
Chorus x 2:
When the world’s gone lost
We’re gonna help you find the way
Too much drama in my eyes that I can’t hide
When the world’s gone lost
I don’t plan to fall with it
Too late.
I certainly agree with Jim.
At least if all of Israel would grasp the concept of a true Jewish nationhood.
ron, read this, I think he has a handle on your questions.
The Nation of Israel by Jim Long
Jim Long is not Jewish!
That question has already begun to generate Thunder and lightning!
Uncle, I know you have a good handle on this and I must say it certainly appears that way. In fact, they may be over doing it.
First of all is it a crime to be an American Jew?? In our communities various ethnic groups have a Heritage Day celebrations and everyone joins in the celebration. I don’t recall any Jewish Heritage Day celebration. It would be a good start. Listen you can be a great American and a great Israeli at the same time, I tell Caroline Glick that often. She is a great American and a great Israeli, likewise you can be a great Canadian and a great Israeli, your no less of an American or Canadian.
Right, like the Saudis? They own half of America. Exaggeration but at least a growing large slice of it. They pay cash for Americas most expensive weapons that pays for most of the R&D that went into development. Al the major oil companies, Other of Americas largest companies etc. Israel can’t compete with that kind of leverage.
Catholics give up meat for Lent, Jews gave up Judaism for A- American melting pot (11th commandment: ‘Thou shall melt’) and traded Judaism for Liberalism. At best, JINO’s!
No need, ask me instead. Or Pollyanna that calls herself Shebrew .
Actually all kidding aside she’s right but then it would be very boring not pursing our self inflicted daily flagellation.
I am clueless at times (most) but did I miss something?? Becoming #6, is that good or bad? Something tells me circling the drain is not a good sign.
I generally stay away from trouble, as a student of Catholic schools, I remember sister telling me and I later passed onto my sons, “when you see trouble, put distance between you and the trouble”. (trouble meaning unlawful).
By the way let me know what happened to #5, this should tell whether it’s good or bad.
I buy into that.
It’s a sure fire way of getting their attention.
Leadership is when you take the right course regardless of what others think of you. The right course here is be on the offense.
First of all America doesn’t need to be a boss and I am sure Israel is not in need of a boss. America should be the friend who supports this true and trusted friend, a friend who is a peace loving democracy. America needs to and should discontinue aid to those terrorist nations who pry on Israel.
We can thank mr obama, the acorn community organizing pamphlet distributor, incompetent impostor president, anti-Semite/anti-Israel wimp.
His lack of attention towards discouraging Iran is a sign of support for their nuclear ambition. I wonder why?
It begins by getting tough and do some ass kicking. Look the anti-Semitics out there will continue to criticize Israel for just about every thing and anything, under the circumstance give them something worthwhile to bitch about.
BHO is the pied piper.
Uncle, this is a mystery to me. Every Jew should be proud of not only being Jewish but proud of Israel, the home G-d provided for them.
Should they be ashamed of Israel???? The accomplishments are fantastic. Israel is good, the opposite of the Islamic world full of terrorist who pry on others. Israel is not a rogue nation.
Israel is a tiny but giant nation proving stability in the ME in spite of her neighbors.
Maybe we should ask Z-Street to run a survey asking American Jews what they find offensive about Israel.
Cute baby. Now I know where the one armed man’s hand went. or it’s one of his.
ron, pay attention, I hear #6 is a lucky number in Mongolia.
Leonard Cohen – Hey, That’s No Way To Say Goodbye + ???? ?????? Live in Israel
If it be your will – Leonard Cohen – Tel Aviv, September 24’th, 2009
LEONARD COHEN – I’M YOUR MAN LIVE IN TEL-AVIV
Leonard Cohen Priestly Blessing ??????? ??? ???? ??????
I just received this email from a good friend ( Yes I do have friends 🙂
We were in New York city staying with a friend and together with her and a friend of hers. Important to this story is that both of these women are hard left.
I mentioned Leonard Cohen. They responded in unison that they hated Leonard Cohen and proceeded to gossip amongst themselves about a woman that they knew that liked Leonard Cohen.
I was puzzled, why such a reaction. They both responded together, “he is a woman abuser”
I said he has a reputation as a ladies man but I have never heard a word about him being a woman abuser. “NO HE IS”
Now both of these women consider themselves Buddhist. I presented his background, they would not hear of it.
I came back North with the idea that I would have to track this down. I did not have to go far. In the second news paper I opened to read that day I came across this:
http://www.jpost.com/Opinion/Op-EdContributors/Article.aspx?id=178660
Leonard aside, this is what we are up against
Who By Fire
Leonard Cohen concert in Israel – Hallelujha
Leonard Cohen The Partizan life in Israel september 24 2009
By the way, Ron Grand, if you hold out any hope of becoming #6 you had best lighten up on the anti-Shebrew critique tout de suite. Not to be cruel, but your chances are rapidly circling the drain.
It is gratifying to see that the participants on this site have joyously embraced my concept of Jewish triumphalism. No more sour faces here. Optimism reigns supreme. In the end, the Jews will prevail! To celebrate Israpundit’s newfound joie de vivre, I just had a giant hand grafted onto my face. It’s really cool, as I’m sure you agree.
No not fear, Hamas is loved and supported in Gaza and have a majority of support in the West Bank. Therefore killing them all is justifiable.
This is the only PR worth the name.
That’s because our leaders are cowards and mostly corrupt.
Israel is not an independent country where we can formulate and execute an independent policy on any level domestic or foreign. America is boss here and they say what we can or can’t do.
American involvement in the Middle East is unnecessary and quite contrary to the interests of the American people who pay hundreds of billions of dollars only to see oil prices skyrocket. American Involvement works against Israel as well. That American aid promotes systemic deviations in the Israeli economy for one thing. American assistance buys the US the right to stop Israel from pursuing efficient policies is another. More important, however, politically correct America balances help for Israel with help for the Arabs. Israel can live and fight without American aid; the Arabs cannot. The balance of aid works against Israel. And the invasion of Iraq, which created a failed state, a terrorist base at Israel’s borders instead of an acceptable dictatorship, is also a product of American involvement in the Middle East.
Military aid to Israel hovers at around two billion a year. Since 1970s, inflation and rising weapons costs have eroded that amount to insignificance. Three-quarters of the two billion are spent in the US. The US compound tax rate is 32%, presumably much higher in the defense industry where engineering costs (including taxable salaries) constitute a larger portion of the overall cost. Military aid after taxes therefore is about $1.4 bn annually.
In return for its military grants, America bans Israel from many profitable markets and deals and boosts its own arms exports. Minor aid buys America control over the strongest state in the Middle East and establishes America as regional arbiter.
America follows Jesus’ advice in the parable of the trader who, upon seeing a great pearl, sold everything and bought the pearl. America’s bribes to Israel for compliance are only euphemistically called “aid.” That Israel is the largest recipient of US aid is irrelevant. America pays for a particular benefit—control—not for improving the lives of Israelis.
The Palestinians get more aid than Israel both per capita (from all sources) and relative to their GDP.
The free supply of American weapons causes systemic distortions in the Israeli army. The IDF won all its wars lean, but after 1973 it battened on high-end weapons. We don’t need them. Israel’s nuclear option deters regular Muslim armies, and fighting guerillas with ultra-modern weapons is absurd.
We despise Esau for selling his birthright for a dish of lentils. Think again. Israel sells her sovereignty to the United States at no higher a price.
America should get out of the Middle East and back (at most) into its hemisphere.
Look st BB and Barak and Olmert and Sharon before them; what you suggest is a fantasy as long as they are in office. Iran will get their Nukes as well. Israel will have then lost almost all deterrence. That means either Total nuclear war or Israeli capitulation to the Muslims and Arabs. I see no third option.
There are no rights G-d given or otherwise. We will keep what we have if we are willing to fight to keep it. If not we will be overwhelmed and loose it. Simple time proven truism. MIGHT MAKES RIGHT! In the real world.
They understand and are using the Muslims as a surrogate to destroy us with their active help. America is leading the way, in fact leading the herd.
There are Jews in America? Oh, you must mean those invertebrate wusses who are more interested in every other cause but a Jewish one and are more interested in protecting their material life styles than preserving themselves as Jews? Forget most of them, they have become the enemy.
.
Uncle Nahum (Yamit), I am sure it’s fear rather than pride. Hamas is in control and if you attempt to defy them you are history.
I have said over and over again here and on Caroline Glick, Israel is in dire need of a good PR program. A program that speaks the truth, Islam’s master plan to destroy Israel. Israel is constantly on the defense.
Time for Israel to stop giving in to the demands of others in an effort to bring about peace. Why are demands placed in Israels lap and not the Pals. They want and give nothing in return. Peace is when the Pals get off their asses and go home to Jordan and where ever.
Time for Israel to put a get tough policy in force. Start dispelling the Palestinians from Israel including Judea and Samaria. Let the world and the US president worry about their relocation if they are so concerned for them.
And above all let’s forget about the two state idea. It’s not palpable. The Palestinians have no G-d given rights to the Holy Land. Again, they are nothing more than a tool used by the Muslim world to harass and disrupt and bring down Israel.
How is it the rest of the world doesn’t understand this?
Why aren’t the American Jews telling this story?
Proud Palestinians
If any part of the B’Tselem report can be trusted, 95% of Gaza factories were closed during the Israeli blockade.
Think about it: Gazans continue to support their government and its anti-Israeli policies despite years of sanctions and significant hardship.
Jews, on the other hand, whine about the possibility of international sanctions should we expel the Arabs.
The Jews can learn a thing or two from our Arab Cousins, first and foremost, PRIDE!!!
This is part of a bigger strategic problem for Israel. Establishment Israel refuses to define the war for what it is: a war with Islam. This abrogation of truth is why Israel always fights with one hand tied, and the lie of “peace” has terrible social and political knock-on effects — pr is the least of it. For example, if the enemy can define all Israeli citizens as enemy combatants, then the Jews should do the same. There is nothing immoral about this position. After all, their hijabs and burkhas and terrorist-toddler camps are evidence that they consider their women and children “soldiers of allah”. Its all fair in love and war. Tell the truth. Call it like it is. Fight hard. Then everything falls into place.