PR FOLLIES
This week, two televised events highlighted to me the disaster that is Israel's public relations.
A few days ago, Israeli television showed footage of our Foreign Minister and his wife meeting Christopher Reeve. What was striking about the footage was that the Foreign Minister's wife was wearing a sleeveless shirt or "tank top", hardly appropriate attire for anyone at an official function, let alone the wife of the Foreign Minister.
Last night, I watched the press conference after Prime Minister Sharon's meeting with George 'Dubya' Bush. I liked what I heard, but could not help but notice that our Prime Minister did not exude the poise and charisma of a leader. In stuttering English, he seemed to be hanging on to his speech notes for dear life, hardly looking up, his tongue occasionally darting out of his mouth. He looked more reptile than representative.
Then there was this:
I agree with the Prime Minister - we do need help, especially in the realm of public relations (hasbara). With the exception of Alon Pinkus, Dore Gold and Benjamin Netanyahu, our public representatives and spokespeople do not seem sufficiently polished. For instance, Ranaan Gissin, who often appears on the news networks, seems aggressive and argumentative, while Ehud Barak, who had a mole removed from his face to increase his appeal, can hardly string a sentence together in English.
In my opinion, it is imperative that the Israeli government invest more time and effort into presenting Israel's case to the world. All elected officials should be coached in English, as well as public speaking techniques and etiquette. Using spokeswomen wouldn't hurt either.
It is time that Israel took the public relations war more seriously.
This week, two televised events highlighted to me the disaster that is Israel's public relations.
A few days ago, Israeli television showed footage of our Foreign Minister and his wife meeting Christopher Reeve. What was striking about the footage was that the Foreign Minister's wife was wearing a sleeveless shirt or "tank top", hardly appropriate attire for anyone at an official function, let alone the wife of the Foreign Minister.
Last night, I watched the press conference after Prime Minister Sharon's meeting with George 'Dubya' Bush. I liked what I heard, but could not help but notice that our Prime Minister did not exude the poise and charisma of a leader. In stuttering English, he seemed to be hanging on to his speech notes for dear life, hardly looking up, his tongue occasionally darting out of his mouth. He looked more reptile than representative.
Then there was this:
At one point, Sharon stumbled with his words until Bush noticed that the papers of his speech were stuck together and assisted him in separating them. "You see, Mr. President," Sharon quipped, recovering quickly with a grin, "we need your help."
I agree with the Prime Minister - we do need help, especially in the realm of public relations (hasbara). With the exception of Alon Pinkus, Dore Gold and Benjamin Netanyahu, our public representatives and spokespeople do not seem sufficiently polished. For instance, Ranaan Gissin, who often appears on the news networks, seems aggressive and argumentative, while Ehud Barak, who had a mole removed from his face to increase his appeal, can hardly string a sentence together in English.
In my opinion, it is imperative that the Israeli government invest more time and effort into presenting Israel's case to the world. All elected officials should be coached in English, as well as public speaking techniques and etiquette. Using spokeswomen wouldn't hurt either.
It is time that Israel took the public relations war more seriously.
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