| Complaining about media bias is not enough...it is time for action... M Jaffe 19 Mars 2002 myaphe@attbi.com The slant of the US/EU anti-Israel media is now clearly beyond debate. The media's complicit behavior with the PA's state run terrorism and media, implicates them as accomplices to Arafat's terror regime. What is not beyond debate, however, is the appropriate response to this media hijacking. The battle on the media front is as important as the military engagement in the west bank and gaza. Media wins and losses, are tallied in public opinion, and ultimately translate into government administrative stances and policies. Lose the public opinion of your allies populace, or the populace of other global power brokers, and increased pressure can be directed/imposed through a variety of mechanisms. I am not saying that the public sentiment has shifted in the US. Despite the constant barrage of a morally bankrupt media elite, the American people in large part have retained enough individual thought to see through the bias and continue to support Israel. What concerns me however, is the the media losses which are inflicted by the PA and Arab allies, against the Israeli position on a daily basis. Left unchecked, these media losses will add up and cause damage to Israel. Simply put, Israel is getting outmarketed. And worse, I don't see a concerted, and vigorous PR response coming from Israel. It is not enough to be in the right. It is not enough to document your collective rage to the editor of AP, CNN, the NYTimes or a web page. It is not enough to be thoroughly logical, yet utterly forgettable on a talk show. NO....what is needed is a triumphant public relations campaign. The media fight must be thought of as a battle. Metrics need to be defined to quantify wins and losses. Shekels need to be allocated. Top global PR advisors need to be hired. Objectives need to be established. Marketing themes need to be developed, channels established, and key messages/icons need to be branded into the psyche of the viewing public. Effective themes and messages developped and disseminated to a set of Israeli media spokespeople who are prepared to stay "on message" would improve perception immensely. What Israel is not doing, the PA and Arab allies are effectively executing. Cycle of Violence. Occupied Territories. Israeli Occupation. War against the pallestinians. Israel's targeting of Palestinian Civilians. These are marketing messages which the PA and Arab allies are repeating over and over and over again. Multiple times, by multiple spokespeople on every media outlet which they attend. They are bite-sized media snippets (marketing messages), short and easy to remember, and when repeated often enough, take on a life of their own...and then ... become reality. Cycle of Violence becomes reality instead of Terrorism and Self-Defense. War against pallestinians becomes reality instead of war against terror. The PA and Arab allies are too conistent in their messages and themes for this to be a coincidence. They are running a game plan which is updated and disseminated with lethal effectiveness. Is the media morally bankrupt and far too eager to accept this evil at face value? Yes. Is their bias evident to any clear thinking person? Yes But to not have a game plan... to not counter-attack and attack with the cunning, forethought, ferocity, coordination, consistency and experience which you expect from your millitary, and which you can acquire from top PR advisors, is sheer negligence. It is time for the Israeli government to consider the media effort, a war front worthy of as much attention as the battle on the ground, and worthy of a significant investment in effort and resources. They need to seek and engage a top-notch PR firm to help develop, coordinate, and disseminate their message to not only neutralize the PA propaganda, but to gain and hold mind-share of the voting-population of key allies and power brokers. M Jaffe USA |
The Case Agianst Israel's Enemies by Alan Dershowitz 
Coming from England and particularly from the BBC, MUST BE SEEN VIDEO! ANOTHER MUST SEE VIDEO |