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.