NEW YORK, January 6, 2022 / PRNewswire / – Public Relations Manager Ronn torossian has published the following book excerpt from their best-selling PR book, “For Immediate Release” regarding that of Israel Public relations, particularly relevant in the context of that of Israel Minister of Foreign Affairs Yair Lapid’s Recent comments. This week, that of Israel Minister of Foreign Affairs Yair Lapid warned that Israel will face intense campaigns to qualify it as an apartheid state in 2022.
“We believe that in the coming year there will be an unprecedented debate in its venom and in its radioactivity around the words’Israel as an apartheid state, âLapid said during a Zoom briefing with Israeli journalists. Lapid called the charge that Israel is an apartheid state “a vile lie”.
In this context, the public relations manager Ronn torossian has published the following book excerpt from their best-selling PR book, “For Immediate Release” regarding that of Israel PR, particularly relevant in the context of Lapid’s comments.
“The state of Israel is, for me, a personal passion, and with love I will say that Israel does a horrible job of public relations. The simple message that Israel is a small democratic country surrounded by murderous despots, fails to governments, media or the public. Case in point: Many people do not understand the size difference between all Arab states and the Jewish state. The total area of ââthe state of Israel is 8,019 square miles and is surrounded by Arab nations: Egypt, Lebanon, Syria, and Jordan â and the Mediterranean Sea. Egypt alone covers an area of ââ386,662 square miles. Israel has a population of approximately 8.3 million, and the surrounding Arab nations total 428 million. “
Everyone can relate to concepts of distance and size, such as the fact that Israel is the size of New Jersey and is completely surrounded by much larger countries with huge tracts of land and larger populations who would love to see the small country destroyed. Yet media around the world are talking about “Jewish settlements” and “western bank“as key conflicts between Arabs and Israel. Leaving aside the prospect of the smallness of these areas, or Israel won them over in a defensive war that began before there was any so-called “occupied territory”, it’s like blaming a chip for the aggressive behavior of a pit bull.
The state of Israel puts himself in danger because of his faulty public relations and communications work. In contrast, the terrorist organizations Hamas, Hezbollah and some Arab countries have engaged public relations agencies to lobby on their behalf in the press and on the world stage. Terrorist groups have hired reporters and journalists, share meals with them, drink with them and win their favor. Israel does not even pay for its diplomatic employees to use cell phones after hours or on weekends – a necessity in today’s 24/7 media world – due to archaic rules and bureaucratic.
that of Israel Public relations have improved in recent years, but they can frame the debate even better by using more spokespersons who are fluent in English. Israel regularly sends diplomats who do not speak the mother tongue to other countries. This means that there is still a long way to go to fight and influence. It’s about shaping concepts and speaking in terms and metaphors that the world understands. Watch what happens when private investors legally buy property in the east Jerusalem and legally build homes for Jews. Internet research reveals that the media see such a construction as proof of the Jewish “occupation” and a main reason why there will never be peace in the Middle East. Why not create a post explaining how a Jewish person can legally build a house and live anywhere in the world except Israel? Jews can buy and build in Harlem or East Los Angeles, Paris, Where Moscow, but not in Jerusalem. They can buy real estate and live elsewhere, why not there? This is the message Israel should send.
Israel, as any country (or brand or company) must defend its cause and cannot depend on others to do this work. The advice I have for Israel refers to any organization or group having an âoutsiderâ status or which suffers the consequences of a lack of understanding. The following points are useful for any brand or business that wants to control their own story:
- Make your own case. Be proactive and passionate in educational public relations efforts. In that of Israel case, for example, there should be a concerted public relations effort to continually dispel the myths of “moral equivalence” that are perpetuated in many corners of the press and taught in classrooms around the world, myths that equate Palestinian suicide bombings with Israeli efforts to stop suicide bombers before they act. Dispelling myths can be done through editorials, reports, videos, blogs, outreach programs, etc. But he cannot be spared for a crisis; it must be continuous.
- Argue about your strengths, not your weaknesses. Harmful framing by the media and others can only be dealt with effectively counter-framing-present your story without debating the negative frame (which gives it credibility) or trying to justify yourself against it. In doing so, you are giving credit and reinforcing a point of view that you are in fact trying to reject. In this case, Israel must strike up a conversation on its own terms and provide the media with several stories that discuss its innovations in technology, security and other advancements. Israel must speak of how he “made the desert bloom”. Since its founding in 1948, it has transformed a 65% desert land into a country rich in diversity and teeming with technology: Intel, Microsoft and IBM have all developed robust, profitable and innovative businesses in the country. Israeli doctors have won major awards in the field of medical development. Today, the country is also prospering financially, with a booming economy and an independent stock market. It also has the only real democracy in the region.
- Coherent and united PR. There is nothing more counterproductive and irritating for a spokesperson than having to compete with a colleague who operates with a different message. This is the case with Israel – state spokespersons often speak against the press and contradict each other. The same goes for a business. Can you imagine what would happen if the media had to compare two or three different sources within a single organization to find out the company’s position on an issue? Always make sure those speaking to the press are on the same page and understand and communicate a unified message.
- Act quickly. Israel is agile and dynamic. He can use it to his advantage. Imagine a boat the size of Titanic, which takes a lot of time and effort to change course and reorient. In comparison, imagine Israel like a small lifeboat that maneuvers quickly and easily in the waters of world affairs. In terms of public relations, Israel can change key messages quickly and deftly if needed. The ability to react quickly has many advantages.
- Engage frequently on social media. Social networks should be used daily and in a positive way. In the long term, it is the daily actions of a brand that determine its overall image. A daily blog post helps build a reputation, as do regular speaking engagements, consistent outreach, and public events. Social media, in cases like this, at least allows you to go directly to your supporters and customers.
Ronn torossian is CEO of 5WPR, one of the leading public relations firms in the United States.
[emailÂ protected] / 212-999-5585
SOURCE 5W Public Relations