subject: Ronn Torossian: Israel's PR problems and solutions [print this page]
Similar to many other Israel supporters worldwide, I spent a lot of time this week deeply concerned about Israel's public relations battles and media image, as I read blogs, screamed often at the TV, and worried. The difference between me and others is I own one of the 25 largest Public Relations agencies in the U.S., and make a healthy living practicing public relations. PR for me is not a hobby, nor my Zionist endeavor, it's how I pay the bills. Having represented a number of foreign governments and advocacy organizations throughout the world, I consult regularly with senior Israeli government officials, advocacy organizations and embassies and consulates worldwide, mainly on a pro-bono basis.
Today, I spent the day escorting a client, a very senior foreign government official for another embattled area (outside of the Mid-East) from media outlet to media outlet. He met a friendly Reporter from 1 of the largest weekly newsmagazines, and after a 45 minute interview we spoke heart to heart with the official. Verbatim, he said: "the key is you always come to our office even when there's nothing going on (and we always bring delicacies or treats), speak the same language, our kids go to school together, and you guys invite us for parties and fun events. It's harder to write negative about my friends," he laughed, "irrespective of the issues."
Living in Israel in the mid 1990's after I graduated college, I worked in PR & politics, and understand that Israelis simply nor 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 They don't, because absurdly Israel government officials aren't permitted to turn in regular expenses for meals or entertaining Reporters, and in nearly all instances pay their own cellular phone bills for calls to and from Reporters.
I believe Israel's PR problem emanates from a very simple place, one which other countries suffer from. They don't look at Public Relations as an absolute necessity, but rather as a secondary thought. Much as we see with Israeli technology companies, Israelis have great products, but poor marketing. Israelis are tough, and believe since their cause is just, they can defeat the enemy, but don't need to spend time convincing the public. Working often with oligarchs and business leaders of the former Soviet Union countries, I witness much the same behavior. Similar to the Soviet mentality of the boss says its ok, as Israel has had to fight since Day 1 of her existence, and continues to rely upon the military, why need to focus on this abstract media ?
Is it anything short of absurd or sheer craziness that Israel's entire Public Relations budget for the U.S. is under $250K annually? The State of Israel does not use a Public Relations agency anywhere in the world, and they haven't for many years How can they expect to win when their posted emissaries, as noble as they may be, come for a few years and then leave? When their children don't grow up with the children of Reporters? While undoubtedly Israel's professional Foreign Ministry diplomats work hard, English isn't their first language, and Israel's public relations campaign remains on the defensive, as they stand alone on the global media front.
Primary Arab spokespersons (although often devoid of fact) are longtime residents of Western countries, often people who were educated in the West or lived here for a long time and speak fluent English. While Israel's spokespeople may be coherent, they don't pay for outside professional media training. What makes an army commander of police chief suitable for worldwide media appearances? And at the least, should they not undergo media training by outside PR agencies trained in helping people to develop messages?
Israel thankfully has the bullets, tanks and military might, but simply don't pay enough for media, nor enlist enough troops for today's media war. While the Arabs brilliantly started Al Jazeera, which was started with a $150 million grant from the Emir of Qatar, Israel counters with a few smart Foreign Military representatives who toil on Twitter and utilize creative YouTube campaigns, but remains in the media world David vs. Goliath.
I believe Israel's lack of financial investment in PR is a major mistake, and Israel needs to invest in the PR battle as much as she does on the ground for military battle. Owing a PR agency, I view PR in business terms, rather than as an ideologue, and allow me to be the rare Zionist who says that Israel's foreign media problems aren't strictly about anti-Semitism, inherent bias or hatred, in reality Israel doesn't invest or money. Israel's PR problems? It's business, stupid.
Public Relations is a big business, not a hobby nor a Zionist endeavor, and millions should be invested. Last year, the Pentagon admitted spending millions upon millions to shape media coverage around the Iraq war, and the US pays significant sums of money to win public opinion. Its big business, Israel doesn't take seriously. At the least, most simply and urgently, can we have spokespeople who speak English?
Ronn Torossian: Israel's PR problems and solutions
