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Op-Ed: MEDIA MATTERS: Israel's PR Image

“He who wants to persuade should put his trust not in the right argument, but in the right word. The power of sound has always been greater than the power of sense.” Joseph Conrad, Lord Jim, 1900
Published: Monday, August 20, 2012 2:32 PM


The world of Public Relations is vitally important in today’s modern communications world.

Below are some recent recommended sources on those who want to assist and participate in Israel’s Hasbara [PR in Hebrew] efforts:

*The top six reasons why Israeli PR is so bad and what can be done about it –  good reading

*A 130 page Hasbara manual – which for some reason has been widely distributed widely among Arab discussion boards recently. Some interesting perspectives and a worthwhile read even though it’s 10+ years old.

*An amazing video on Israel economic prosperity and how it has thrived – with some great quotes and talking points :http://www.youtube.com/watch?v=-EQliG9Wsdo

*Kudos are due to The School of Communications of Ariel University Centre, for working with the Ministry of Public Diplomacy and Diaspora Affairs to conduct a seminar to teach “young professionals from around the world who study or practice journalism, new media or political science” about Brand Israel.

Brand Israel is teaching a project to teach the truth about Israel – and makes it more than about day to day politics, but also about daily life. Teaching and reaching the young at the entry level stage of their career is a wonderful time to influence minds – before their minds are influenced by the other side.

The seminar is fully-sponsored and includes meetings with “government officials, high-ranking army officers and public figures to hear firsthand how the State of Israel deals with its new media and public diplomacy coverage and will visit core conflict sites with high media exposure.” These types of activities should take place more often.

*And if you need more motivation of the importance of public relations, realize that the other side doesn’t. According to a  job posting on Linkedin , the Palestinian diplomatic mission in Washington is seeking a Media Director to work closely with the media.

“The bigger the lie, the more believable it becomes to the average Arab citizen. Thus, Arab media never fail to be less than outrageous. They blamed the defeat on none other than Israel, as though self-defense and self-preservation was not a right to be exercised by the Jewish enemy.” Nonie Darwish

Ronn Torossian founded 5W Public Relations, a New York based Public Relations agency.