Op-Ed: Top Israel PR Spokespersons during Protective Edge
Ronn TorossianThe author is CEO of 5WPR, 1 of the 25 largest PR Agencies in the US.
While media coverage of Operation Protective Edge has been awful, there are a number of Israeli spokespersons who did great jobs doing the best they can in a hostile environment to better spread the truth about the conflict.
Israel is the underdog – and the good guys - in a battle against an enemy who has no boundaries and uses human shields.
The nations that kept silent during the Holocaust ought to keep silent now as well.
It is also important to remember the words of Elie Wiesel some years ago, who once told critics of Israel, “The nations that kept silent during the Holocaust ought to keep silent now as well. The world that then condemned itself by its silence has lost all rights to judge Israel now.”
Some media stars during this most recent battle:
Benjamin Netanyahu: No matter where one stands on the Israeli political map, there can be no question that the Prime Minister is the epitome of a well-spoken, passionate leader. His speech about Jews cherishing life, and Hamas cherishing death was classic – and he continues to captivate audiences worldwide with his vast Public Relations skills.
Naftali Bennett: The head of the Jewish Home party, the Economy Minister continues to be a star in the International media arena. He understands the power of sound bites, and most recently faced off with a hostile SkyNews Reporter by asking what she would do if she were being fired at by a person who held up his own child as a human shield. Bennett further noted that the world would have more sympathy if more Jews died – but he’d rather our people live. Bennett is calm, collected and speaks in terms that foreign audiences understand.
Ron Dermer: Israel’s Ambassador is eloquent and wise. Rightfully, he noted that the Israel Defense Forces deserves the Nobel Peace Prize for its “unimaginable restraint” in Gaza. Dermer has aggressively criticized media when they are wrong and is a great representative for Israel in the media.
Danny Danon: A Fox News regular, Danon is an eloquent and regular contributor to world media outlets. His line which ran around the world “Israel needs a ceasefire from Obama’s pressure” to his relentless strong voice and support for Israel is necessary, and beneficial to Israel worldwide.
It must be noted, however that as important as these spokespersons are, what is more important to remember, as Netanyahu said last week, is that while “Every Palestinian civilian's death costs Israel in its fight for world opinion, the Jewish state must not cede its security for the sake of public relations.” He is right. That said, media today is a necessary component of battle – as our enemies understand and manipulate well.
The great Zionist leader Ze’ev Jabotinsky said: “The work of the publicist is a legacy from the Prophets of Israel…Our passion is to speak, to proclaim—“Shouting” is what the same audience calls it, ‘we have no need for words, give us actions.’ One thing that audience forgets is that speech is also an action – Perhaps the most authentic of all other actions. Cities have been destroyed, and more will fall, but what was shouted in the wilderness thousands of years ago is alive and still relevant. The world was created by the word. The world will be mended by the article.”
The people of Israel live: Am Israel Chai.
Named the PR Executive of the year by the American Business Awards for two consecutive years, Ronn Torossian is the founder of one of the United States’ largest independent PR firms. Torossian is a valued long-time contributor to Arutz 7 – read all of his opeds here.