3. The Message: I'm well aware of how tactical and dynamic Israel is. If we imagine the U.S. as boat the size of the titanic, which takes a while to shift and redirect itself, then, in comparison, we can imagine Israel as a small lifeboat that can maneuver quickly and easily within world affairs. In PR terms, Israel can change key messages, and quickly. Still, it is vital to have a strategy.
4. Frequency: Social media is important. It should not be used only as an emergency channel, like the ones Israel uses on TV and radio during war times. Social media should be used on a daily basis, and in a positive way. In the long run, it is the daily actions of a brand that determine its overall image. A daily blog post helps build a reputation for a writer and their topic.
5. The messenger: For crying out loud, get professionals! None of the top 20 firms in Israel's advertising and PR industry would even consider hiring half of the people that are thrown in front of camera crews or who pitch the media. Get rid of them. Hire professionals, offer incentives and provide a challenge.
I fear that at future Tisha Be'av we could mourn many more things.
Ronn Torossian is CEO, of NYC based 5WPR, one of the 15 largest independent PR firms in the U.S. He lived in Israel and was formerly National President of Betar. Today, he serves on the board of a number of non-profit organizations, including Aish Hatorah, ZOA, and is intimately involved with Rabbi Pinto.
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