Prof. Sam Lehman-Wilzig, the Schusterman Visiting Israeli Scholar, Brown University, visited Albuquerque recently to address the topic of “Can Israel Do a Better PR Job?”

 His facinating discussion offered background on the relationship of the Israeli government to the Israeli media and how this is a major reason for the Israeli governments’ historical complacency and lack of focus on “hasbarah” (professional PR) vis-a-vis explaining its policies to the rest of the world. 

The following are suggestions Professor Lehman-Wilzig offered to Israel advocates as to how they can help as part of Israel’s larger general PR campaign.

 Truth: most Americans don’t care about Foreign Policy unless it really impacts their lives: (1974 oil embargo — gas prices go up!).

Rather, most Americans see the Israeli-Palestinian conflict as a regional problem, not a local one. “Public opinion is overrated,” says Dr. Lehman-Wilzig. “What is really important (is reaching) the opinion leaders – people who set policy.”  

Main Advocacy Efforts Should Be Focused on:

• Political leadership itself: AIPAC, for example, goes to officials at the most grassroots level; they go to up- and-comers, make a long-term investment in education and mentorship, and this ultimately influences policy;
• Social Opinion Makers: Clergy, media personalities, academics.”You never know when a singer will say something positive about Israel; this can be hugely beneficial;”
• Journalists (print, electronic, radio).  

 Main Advocacy Messages

• Make sure the basic facts get out — e.g., Arafat’s rejection of 96% of the West Bank; Hamas’ launch of 6,000 missiles, etc. — you’ll be amazed by how little information is actually out there;
• Try to Persuade: this includes Israel’s right to exist, right to defend herself and the truth that Israel is honestly seeking peace. This isn’t accomplished by browbeating, which may have only a short-term success; persuasion is long-term, civil, and best handled face-to-face;
• Normalize and Civilize Israel: It’s a place where people can actually live a normal life; it’s technologically advanced nation, a leader in computer tech, etc.  When people read about Israel, 90% of the time it’s in the context of war, crisis – as advocates, we should “lower the disaster quotient” and show the normalcy!  (BTW: this talk happened the same day the polling firm Dahaf, on behalf of the Jerusalem Institute of Market Studies, released a survey revealing that a majority of Israelis are happy — 30 percent, in fact, in fact very happy.

“American Jews don’t have to tote the Israeli government line… it’s our job to learn more about what makes Israel tick,” he says. In other words, the more we see and portray an “Israel beyond the conflict,” the more effective our advocacy work will be.