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Joel Leyden is publisher of Israel News Agency and the president of ,ış an international public relations, public affairs and crisis communications organization. Leyden also serves as a media consultant to several Israeli commercial and governmental organizations including the Israel Defense Forces. You can contact him at
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By Joel Leyden
March 24, 2003
In Hollywood an empty auditorium spells disaster, but today in the Israeli government's National Information Center in Tel Aviv, the empty chairs epitomize success. Without going into the fine details of governmental public affairs strategy - which would only harm the nation - Jewish and Israeli media professionals can now be proud of a public affairs apparatus which is equivalent to anything that Burson-Marsteller or Hill and Knowlton could churn out.
Prime Minister Ariel Sharon has placed the full power of his office and his own dedication to make Israel's image shine at a time when the most ardent anti-Semites would love to blame the Gulf War on Israel. It was Sharon who appointed Brig.-Gen. Miri Regev as Coordinator for Information during the Iraq War. And Regev has produced a strategy which is highly organized and effective. Implementing this strategy is the Foreign Ministry, the Government Press Office, the Army Spokesperson's Office, the National Police and many other ministries - finally working with unity and one message.
Government Press Office Director Danny Seaman was appointed by Sharon to direct the newly established National Information Center in Tel Aviv. "It took months of planning, but the result is a media oriented center structured for the best flow of information for both the domestic Israeli public and international media outlets," says Seaman. "We have unity of message and action. We have a smaller Information Center set up at the Foreign Ministry in Jerusalem directed by Amir Gissin. We coordinate our actions three times a day and make assessment reports." When asked if the ministries are still arguing among themselves, Seaman gives a firm "no." "When Sharon and his media advisor Arnon Pearlman appointed Regev, they did so in a manner whereby one of the most important tasks would be to establish a program where all of the ministries would maintain their integrity while working together as one team. This has happened and we can see the success of this action."
Many talented and experienced people make up the governmental team responsible for representing Israel's image in March 2003. Seaman's appointment as director of the National Information Center in Tel Aviv was an excellent choice. Seaman, one of the government's most intelligent, proactive and articulate spokespeople, inherits one character trait that many in government lack - the ability to swallow bureaucracy and harassment and persevere for the good of the country. Another shining star who is constantly on her feet from the Foreign Ministry is Jill Reinach - dedicated and smiling 24 / 7. And we don't want to forget Supt. Gil Kleiman, Foreign Media Spokesperson for the Israeli Police who has covered more terrorist attacks throughout the country and retained his composure each and every time. A true public affairs hero who rebounds from the grotesque sight of body parts with articulate and balanced messages. A man who can still fight with a confident smile.
IDF Spokesperson Brig.-Gen. Ruth Yaron impresses many people in her new IDF role. Yaron is by far the most experienced and polished public affairs professional to wear a career uniform in the history of the IDF. Her recent appointment of Col. Orly Gal to the position of Deputy Spokesperson places a highly organized and experienced commander as her back-up in getting the job done. Another recent move - the promotion of Captain Sharon Feingold to Major and as acting director of the Foreign Press Branch was right on target. Feingold is highly motivated and produces an excellent, warm and creative image when being interviewed by CNN, Fox or Reuters. Lastly, for the duration of the Gulf War, Yaron has brought in Col. Moshe Fogel (res.) to lead the Foreign Press Branch. Is Fogel qualified for this position? Very much so! Fogel has served as director of the Government Press Office and was recently the Spokesperson for the Ministry of Science where he handled the Ilan Ramon tragedy with the best and finest of professional and sensitive detail.
Yaron is concentrating on basically one task - to keep the nation calm if attacked by Iraqi missiles. She will be the first face that appears on Israeli television screens calmly informing the Israeli public as to what has happened and the action that the IDF is taking to protect each and every citizen. Yaron has gone through many dress rehearsals with the Homefront Command in a newly built IDF studio in the Kirya (IDF High Command) for the worst case situation. Let's pray that we will not see anything more than "rehearsals" and that Yaron can get back to creating a better organization for the every day operations of the Spokesperson's Office.
The newly established National Information Center, based in the David Inter-Continental Hotel, is a very impressive operation. As one walks into the carpeted ballroom center you are immediately received by an IDF reception desk, followed by many other ministry desks and offices. The tone is low key - you don't find typical Israeli, Mid-East culturally aggressive behavior here. This is a soft sell. For when peddling truthful and accurate information - one does not need to be aggressive. Within 60 seconds you can find yourself in a huge Communications Room which has over 40 computers and another 40 laptop stations designed to provide rapid Internet connections. Israel's largest ISP - Netvision - is responsible for the Internet and computer operations and has at least one very friendly supervisor approaching all who tap the keyboards asking if they need assistance. Courteous service has arrived in Israel.
As one looks up from one of the many computer terminals - four large color screens hang from the room's ceiling - projecting the latest news from four local and international television networks. Immediately adjacent to the Communications Room is a large briefing center with space for over 400 journalists. A large stage is set up at the back of the room with signs reserving space for CNN, BBC and Sky camera crews. At the other end of the room is a podium with Israeli flags draped on each side. The room is dark. Not one briefing has taken place. But Israel is ready.
The INA asked Seaman how he feels about having an empty press center. Perhaps only a handful of reporters can be seen within the entire complex. "Let's hope it continues this way," states Seaman. "We should always be prepared and have little to do." In the worst of times the best of Israel has always stood up and is today making a true difference in the information war. We all have much to be proud of as Israel slowly but successfully adapts to the art of international media relations.
Abba Eban would be smiling today if he would have lived to witness how these various ministries, with a variety of agendas and egos are working together - finally - as one team - as one nation.
Views expressed by the author do not
necessarily reflect those of israelinsider.
 
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