Facebook share Share on TwitterRSS feed

Innovative Minds © 2014. All Rights Reserved. www.inminds.co.uk

[Boycott - Other News]

Don't mention the war: Israel seeks image makeover


Dan Williams, Reuters
26 October 2006

TEL AVIV, Oct 26 (Reuters) - After decades of battling to win foreign support for its two-fisted policies against Arab foes, Israel is trying a new approach with a campaign aimed at creating a less warlike and more welcoming national image. Foreign Minister Tzipi Livni, who has argued that the protracted conflict with the Palestinians is sapping Israel's international legitimacy, this week convened diplomats and PR executives to come up with ways of "rebranding" the country. "When the word 'Israel' is said outside its borders, we want it to invoke not fighting or soldiers, but a place that is desirable to visit and invest in, a place that preserves democratic ideals while struggling to exist," Livni said.

British PR firm Saatchi & Saatchi is helping the [Israeli] Foreign Ministry free of charge

The campaign is a departure from the government's long-held practice of "hasbara", or "explaining" itself to Western audiences that may have little sympathy for crackdowns on Palestinians in the occupied West Bank and the Gaza Strip.

Now Israel wants to create an alternative image abroad, focused exclusively on assets like tourist attractions and business innovations. In the words of one campaigner and ad executive, the aim would be to create "a narrative of normalcy".

"Israelis feel the need to explain themselves, to prove that they are in the right, but this doesn't always create empathy," said Guy Toledano, who represents British PR firm Saatchi & Saatchi and is helping the Foreign Ministry free of charge.

The brain-storming team has been asked to come up with four proposed strategies, one of which will be launched in January.

Palestinians, who have found it harder to push their own message abroad since the election of a Hamas Islamist government that has come under a Western aid embargo for its refusal to recognise the Jewish state, accused Israel of a white-wash.

"Nothing Israel can do in its campaigns or media influence cancels the fact that they are an occupying power," said Palestinian negotiator Saeb Erekat, a moderate.

TIGERS AND FOXES

David Hartwell, Middle East editor for Jane's Country Risk, said news coverage of military clashes was key to shaping world opinion about Israel and would be hard to counter, despite what he saw as ebbing media interest given greater carnage in Iraq.

"There is tremendous cynicism," Hartwell said.

Toledano agreed that foreign attitudes toward Israel are well-entrenched. He cited a recent poll in which Americans and Europeans were asked which animal they would most associate with Israelis. The top choices were tigers or foxes.

"The process of getting a new image to be internalised is a world unto itself. I can't say right now that we know exactly how we are going to do it," Toledano said.

Potential tactics include having Israeli embassies step up advertising efforts in their host countries.

There is also a domestic drive planned, whereby the famously brasher facets of Israeli society would be softened -- at least among Israelis who are regularly in contact with foreigners.

"It could be a matter of simply posting Foreign Ministry greeters at the airport, or passing out advisories to those involved in the tourist trade," Toledano said.

For all the concerns being voiced, Israel's economy has boomed recently despite the conflict. Foreign tourism is rising again after a collapse at the start of a Palestinian revolt in 2000. Markets recovered quickly from war in Lebanon this summer.

Amir Gissin, public relations director at the Foreign Ministry, said that the image makeover was also about keeping Israel on the right side of the U.S.-led "war on terror".

Many pro-Palestinian groups argue that Israel's policies inflame the anti-Western violence of Islamist militant groups.

"In the wake of 9/11, the objective now is to place Israel among the coalition of the moderates, facing off against Islamic radicalism," Gissin said.


Source: http://www.alertnet.org/thenews/newsdesk/L26119191.htm


Related Articles

Israel gets an 'F'
Israel launches campaign for a new public image

Also Of Interest

Page URL: http://inminds.co.uk/article.php?id=27
Support Us
If you agree with our work then please support us.

Give one time donation:

Setup monthly donation:
INMINDS Facebook Live Feed
Latest Video's
Latest News..
[all-by date]
[all-by category]
[all-by modify date]
INMINDS Twitter Feed
Boycott Israel Campaign
Featured Video's
You need Flash player 8+ and JavaScript enabled to view this video.
Why boycott Israel on Campus[1:50:05]
12 London universities discuss need for BDS on campuses. Speakers include Rafeef Ziadeh, Ilan Pappe, Karma Nabulsi & Mike Cushman
Love Letters to Gaza[31:08]
A unique theatrical event using personal messages of love, support and hope from people of all ages and all walks of life to the people of Gaza.
John Pilger[7:55]
journalist and documentary maker
Antiwar Mass Assembly 8 Oct 2011
Julian Assange[7:07]
founder of WikiLeaks
Antiwar Mass Assembly 8 Oct 2011
Lauren Booth, Sami Ramadani & Yvonne Ridley[6:28]
Reading the names of the dead
Antiwar Mass Assembly 8 Oct 2011
George Galloway[6:39]
Antiwar Mass Assembly 8 Oct 2011
Jemima Khan[8:42]
Antiwar Mass Assembly 8 Oct 2011
Why Boycott Marks & Spencer 2011?[23:29]
Demo outside M&S Oxford Street(24 Sept 2011)
Sean Clinton[4:59]
Israeli Blood Diamonds Campaign
Al Quds Day rally, Trafalgar Square (31 Aug 2011)
Lauren Booth[5:24]
Al Quds Day rally, Trafalgar Square (31 Aug 2011)
Lauren Booth - Prayer for Gaza[2:46]
Al Quds Day rally, Trafalgar Square (31 Aug 2011)
Benny Morris - Historian or Racist?[34:07]
Activists oppose visit of racist Israeli historian Benny Morris who justifies ethnic cleansing and genocide.
Is Israel applying apartheid?[2:12:56]
Speakers: Yael Kahn, Jody McIntyre and Ghada Karmi (5 May 2011)
Karen Mitchell[48:27]
Partner at Thompsons Solicitors
Life changing visit to Palestine in 2008 (21 Feb 2011)
Ramzy Baroud[1:59:32]
Editor-in-chief of the Palestine Chronicle
"My Father Was A Freedom Fighter - Gaza's Untold Story" (25 Mar 2011)
Women United in the Intifada[2:31:36]
Speakers: Lizzie Cocker, Ewa Jasiewcz, Alaa Kassim, Yvonney Ridley, Isis Amlak, Sukant Chandan, Ramzy Baroud (14 Mar 2011)
George Galloway[1:01:48]
Solidarity with the Middle-East Revolution, support the people - oppose US/UK intervention (SOAS, 11 Mar 2011)
Omar Barghouti[55:08]
BDS Movement co-founder
"Boycott, Divestment, Sanctions" book launch (7 Mar 2011)
Shir Hever[1:49:09]
Alternative Information Centre
The Political Economy of Israel's Occupation, Kings College London (17 Feb 2011)
Why academic boycott of Israel[1:29:37]
Speakers: Mohammed Abuabdou(PSCABI), Mike Cushman(BRICUP), Jodey McIntyre(activist) (8 Feb 2011)
Dashed Hopes - Gaza Blockade[1:23:08]
Mohammed-Ali Abu Najela (Oxfam), Andrea Becker (MAP), Ewa Jasiewicz (Free Gaza Movement) (1 Feb 2011)
Jordan Valley: Apartheid[1:17:12]
Sarah Cobham(Brighton Jordan Valley Solidarity), Chris Osmond (Corporate Watch) (House of Commons, 1 Feb 2011)
Dump Veolia Demo[7:00]
Protesting at settlement supporter Veolia's sponsership of exhibit at the Natural History Museum (23 Oct 2010)
Boycott Israeli Dates [1/2][9:11]
Are you financing Israels brutal occupation this Ramadan?
Boycott Israeli Dates [2/2][9:05]
Are you financing Israels brutal occupation this Ramadan?
Lee Jasper [1/2][10:13]
[4 of 8] Genocide Memorial Day 2010 Session One, 17-1-2010
Lee Jasper [2/2][9:51]
[5 of 8] Genocide Memorial Day 2010 Session One, 17-1-2010
One Oppressor One Bullet[8:11]
Imam Achmad Cassiem, veteran of the armed struggle against apartheid in South Africa, speaks at the StW rally (London, 19 Feb 2005)
Salwa Alenat [1/2][9:56]
KavLaOved (Workers Rights hotline)
[1 of 8] Israel's Occupation - Abuse of Palestinian Workers (LSE 19 Nov 2009)
Salwa Alenat [2/2][8:57]
KavLaOved (Workers Rights hotline)
[2 of 8] Israel's Occupation - Abuse of Palestinian Workers (LSE 19 Nov 2009)
For Anwar [1of2][10:01]
Carmel Agrexco Valentines Action 7 Feb 2009
For Anwar [2of2][9:56]
Carmel Agrexco Valentines Action 7 Feb 2009
big
[all videos (over 200)..]
Special Additions

Featured MP3 Podcast

"Al-Quds is not the responsibility of the Palestinian people only - they are only the guardians of Al-Quds - but we are the owners. Al-Quds belongs to the Muslims and it has to be defended by the Muslims wherever they are!"
Muslim Council of Britain
Al Quds Day 2006, London [5min / 2Mb]
[need flash]

[all podcasts..]
Newsletter
To subscribe
enter your email:

COPY VERIFICATION CODEcopy this code —>
Feedback
If you wish to comment on this page:

(all fields optional)



COPY VERIFICATION CODEcopy this code —>
The opinions expressed on this site, unless otherwise stated, are those of the authors.
All logos & trademarks are the property of their respective owners and their use is covered under 'fair use' policy.
Copyright © 1998-2012 Innovative Minds www.inminds.com All Rights Reserved.
The opinions expressed on this site, unless otherwise stated, are those of the authors.
All logos & trademarks are the property of their respective owners and their use is covered under 'fair use' policy.
Copyright © 1998-2012 Innovative Minds www.inminds.com All Rights Reserved.