In G-D We Trust, Not the Media

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The following is a book excerpt from “For Immediate Release,” a best-selling PR Book by Ronn Torossian, CEO of 5WPR.

I lived in Israel for nearly two years after graduating from college. Along with two friends, I formed an organization called Yerushalayim Shelanu (Our Jerusalem). My two cofounders are today among the youngest members of the Israeli Parliament (Knesset) and rapidly rising political stars: Danny Danon (current deputy speaker of the Knesset) and Yoel Hasson (Kadima Member of Knesset). In 1997, one of the first activities we undertook was participating in an action where Jews moved into a home that had been purchased legally in an area of eastern Jerusalem.

The neighborhood’s construction provoked an international storm in September 1997 and the U.S. pressured Israel not to go ahead with the plan. The pressure was rebuffed by then (and current) prime minister Benjamin Netanyahu and backed by then Jerusalem Mayor Ehud Olmert. I conducted hundreds of worldwide media interviews at the homes of the new Jewish residents of the area. All of them were done as I held an Israeli flag, with the Temple Mount (where the recognizable Dome of the Rock is located) in the background. That way, no matter how reporters editorialized about this “disputed” area of Jerusalem, viewers could see just how close this territory was to the Jerusalem they recognized. No matter what the reporters said, the pictures didn’t lie. As of 2011, more than 70 Jewish families live there and conditions on the ground in that area of Jerusalem have changed, with Israeli schools, bus service to the Western Wall, and other benefits making the area connected to western Jerusalem.

This effort, while effective, was a drop in the bucket. Israel is a young country and it often learns things painfully. A justified cause is not enough to be right these days, either in politics or in business. Anyway, being right does not help you frame the debate nor does it keep you from being constantly on the defense. It’s not enough to simply convey a message—you need people to listen. Preparation for war includes a PR battle plan because PR is a crucial element of any war today.

Having worked with and for the Likud Party, the mayors of Jerusalem and of Tel Aviv, Israel Ministry of Foreign Affairs, Israel Ministry of Tourism, and a slew of other Israeli government officials and offices for many years, I know that Israel has so much rich history and many incredible attractions, from the Bible to its beaches. It needs to put them to use actively and to employ a comprehensive, systematic “PR machine” that generates regular positive content.

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  • Anamah

    Thank you Ron! We need to talk about Israel PR!!! But she must know how many millions of people around the world love her and wish her the best… while arguing defending her from the leftists and Islamist attackers, organized in anti Israelis think tanks groups. Do not forget to be specially aware of Soros and his network, his bribed groups as the betrayer JStreet… (Read The Shadow Party) Israel has the rights to live in peace and to defend herself!
    And please, tell Danny Danon, and Bibi how much we appreciate what are they doing for Israel; the educative videos on YouTube with Spanish translations are a great tool, and they are really good.
    We love you all and will always stand with Israel!

    • Asher

      I understand B.B. Netanyahu is holding bible classes on the Old testament…This is so wonderful to give Jews the real history of their birth, purpose, and Mighty Elohim…the all Powerful Messiah and God. This does more for them than any media, or aid could…Through him they draw their strength…The 144, 000 from the 12 tribes, will be gathered to their Messiah!

  • Infidel

    we will pray for the peace of Jerusalem and will support the jews right to live in the land God gave to them.

  • Lan Astaslem

    Israel belongs to the Jewish people. The arabs and muslims have plenty of islamic cesspools to live in and multiply like cockroaches. The arabs want all of Israel because the Jews turned a sliver of dessert into a thriving, modern and beautiful country and most of the arab/muslim world is a filthy mess.

    • Asher

      There is always some supernatural power that is with them, they have survived for thousands of years, despite horrific enemies, and destruction…they perservere….because it is the Lord's will…the all powerful El Shaddai the All Sufficient one, The god of the Mountains, God Almighty!

      • Jimi Belton

        The God of the Mountains……

  • Ghostwriter

    Well,one thing is for sure. The Israelis aren't the ones who scream for my blood because I'm American. They don't want to kill me. The overwhelming majority of Palestinians on the other hand,do.

  • Jim

    I have read, some where, that young American Jews do not seem to identify with Israel as much as young folk did.

    If Israel wants to inform they should start with the dis interested youth.

    Young people of any variety seem to have less faith in a god

  • Jimi Belton

    As a B.A. Christian, I do love Israel and the true people of G0d….and to the Jews anywhere on earth that fears the so called christian, please do not lump us all in the same pile…We love Mr. Netanyahu, and what he may be trying to do…..The O.T. is also our Bible, and how i would love to sit in classes with this Great Man as the teacher…..
    ………………Jimi Belton

  • Schlomotion

    Mr. Torossian touts his instrumentality in the settlement of Jerusalem by name dropping Danny Danon. Rap fans are wise to him. His super PR skillz are supposed to flow from his support of P. Diddy, a softcore sellout rapper. In reality, his homeboy Danon asked Australia to accept the influx of African refugees so that Israel could maintain its racial purity. That's not good PR. This isn't good PR either:

    What's up with the Rabbi Pinto case? Rabbi Pinto is supposed to be different from Benny Hinn and the other swindling charlatans that Mr. Torossian claims to relate to the public, but claims to disavow when they get exposed for fraud and embezzlement from little old ladies?

    The article I linked is amusing if for no other reason than that Mr. Torossian or his employee does negative PR by identity theft on blogs. He is accused in the New York Times of issuing negative PR and then acting with a henchman to rescind the negative PR for a payment, in other words, extortion. There appears to be a network of scummy late 30-somethings operating scams for Israel out of Manhattan, which Mr. Torossian feels at liberty to (antisemitically) call a "gangster and this cabal of liars" when they don't pony up six figure sums.