No to Trump & Chuck Norris, But Yes To Celebrity Chefs and Wine Sommeliers

In this week’s Israel Public Relations news updates,  Donald Trump and Chuck Norris apparently don’t agree with President Obama that “…Israel doesn’t know what its own best interests areas they both endorsed Prime Minister Binyamin Netanyahu. Not sure Trump or Norris endorsements will affect even one Israeli voter – but certainly a cute public relations stunt.

That said, the Hasbara campaign launched this week by the Israeli Foreign Ministry has the potential to be tremendously effective.  The campaign is focused on affecting and reaching the 50-80% of the world that is indifferent about the political situation in Israel. (And yes, there are indeed many in the U.S. and elsewhere who think about Tel Aviv as often as avid readers of Times of Israel think about Mozambique).

This new effort highlights a group of approximately 200 inspirational Israelis who will travel the world representing Israel worldwide in speeches and presentations. They are chefs, scientists, athletes and food directors who won’t talk politics but will just talk about their day to day life.

As the Founder of 5WPR, this is a brilliant PR maneuver and one likely to be very effective in creating positive emotions and sentiment for Israel. Few worldwide know the difference politically between Tzipi Livni and Naftali Bennett – and if they do know the difference it is likely they already have well-formed – and difficult to change opinions.

These experts who will focus on everyday life and what they do – from local celebrity chefs to wine sommeliers and can change minds and impact thinking. As anyone who has visited Israel knows, there is such diversity in the tiny country and the people so special that it is frankly impossible for a campaign of this sort to not be effective.

As Zavi Apfelbaum, the senior director of the Foreign Ministry’s brand management said of the effort “…we’re not trying to convince the convinced,” and she added “We realized in order to have people know who we are and relate to us is for them to know who are Israelis and open a door to connect with people.”  Basic, simple and will work.

Of course, if one of them is very successful they can apply for the newly created prestigious job of the head of eBay Inc. Head Communications Israel – am sure it will at the very least pay better than the Foreign Ministry. And if not they can try the Camp Oorah Million dollar auction (and at least Jewish education benefits there.)

About the Author
Ronn Torossian is the Founder, President & Chief Executive Officer of 5WPR. Headquartered in New York City, the firm is one of the 25 largest independent public relations firms in the United States. 5WPR has been named “PR Agency of the Year” by the American Business Awards; and Ronn Torossian is the winner of the Silver Stevie Communications, Investor Relations, and PR Executive of the Year of the Year Award by the American Business Awards. Ronn’s book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations,” received rave reviews. He is a member of the prestigious Young Presidents Organization (YPO) and is an active board member of a number of non-profit organizations. Ronn Torossian is a frequently sought after communications expert, often appearing on FOX News, CNBC, Huffington Post, Time Magazine, and other major media outlets. He resides on the Upper West Side of Manhattan with his family. Email: rtorossian@5wpr.com Facebook: Ronn's Facebook Twitter: Ronn's Twitter Page
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