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Jewish Journal

Why Israel is Losing the PR War

by Orit Arfa

March 4, 2013 | 2:42 pm

As the AIPAC policy conference is underway obsessing over how to keep the relationship between Israel and the US safe, as opposed to how to keep the people of Israel safe, I'm sharing a recent piece of mine published in Israel National News. An excerpt is below. It can be read in its entirety here.

At almost every pro-Israel lecture I attend, someone feels compelled to ask an unrelated question at the end: “Why does Israel have such bad PR”?

People offer answers—or guesses—that don’t speak to the heart of the issue:

“Israel doesn’t spend enough on PR.”

“The world is anti-Semitic.”

“We are doing just fine.”

“I don’t know.”

Part of the problem with Israel’s PR is the fact that we even refer to an intellectual defense of Israel as “public relations.”It’s not a matter of mere PR or image. It’s a matter of our core values and our willingness to stand up for what we believe and know is right and true, no matter what the cost. We could have exponentially more effective PR if we spent less money, but tapped into our other hidden treasures: our conviction, passion, honesty, and fearlessness.

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ABOUT THE AUTHOR

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Orit Arfa can aptly be described as a Renaissance Woman. A writer of fiction, non-fiction and music, a painter, and a Zionist activist, Orit’s interests span many media.

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