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PR in Israel
An interview with Meir Orbach, CEO, Koteret Public Relations, Tel Aviv, Israel
It's a country surrounded by hostility and war and yet its economy is booming. Companies from around the world are knocking down the door to do business in Israel.
Bridge spoke to Meir Orbach, CEO of Koteret PR in Israel, about his thoughts on the Israeli PR industry.
Bridge: When developing a PR strategy for an Israeli audience, what issues need to be considered?
Meir Orbach: The small number of media outlets! This makes it easy to bring an issue to the national agenda, but equally there's a danger it will disappear quickly. In Israel politics often dictate the news, so every PR strategy must have a contingency in case of breaking news; like a government vote of no-confidence or a terror attack.
Bridge: How would you compare the practice of journalism in Israel to the U.S., the U.K., and Europe?
MO: There are two major differences: first, there are almost no trade publications in Israel. Second, there are very few seasoned business journalists and often they are either recent university graduates or still students. They are however, older than their U.S. counterparts, having served two-to-three years in the army before university, and most have a good command of English.
Israeli publications don't work on very long lead times and editorial calendars are a rarity. Changes are so rapid in Israel that it's very difficult to launch a long-lead PR campaign - we must constantly be on our toes, keeping track of events and keeping our news relevant to journalists. For example: A terrorist attack will change an entire lead story or an item you've worked weeks to place. Suddenly it is buried or cut, and understandably so. The challenge is how to salvage the situation.
Another unique factor is that ours is a very, very small pond. Most Israelis in public relations start out in news and many have personal relationships with editors and journalists. It is not unusual for them to have served at Israel Defense Forces Radio, studied communications, or worked at a newspaper together - sometimes this is an advantage.
Bridge: How well does the average Israeli business person understand PR?
MO: Israelis are notorious do-it-yourselfers and in the past, many companies didn't do PR properly. In recent years there has been a marked increase in executives' understanding of the need for professional PR and the opportunities this tool can provide. Perhaps this is because today's young generation of executives are business school graduates, as opposed to the older generation of ex-army officers.
For more on PR in Israel, click here
Keep posted for further insights from Meir Orbach in a future issue.
Sarah Farmer Joins Bridge
From Australian Federal Government
Leaving behind views of the Sydney Harbor Bridge, Sarah Farmer has joined Bridge Global Strategies as Account Supervisor. Her last position was communications for the Australian Federal Government, helping prepare Sydneysiders for the Asia-Pacific Economic Cooperation meetings taking place there in about a week.
"Sarah's broad corporate communications and public relations background, as well as her working experience in Australia and England, both reinforce and complement Bridge's strengths as an international public relations company," said Lucy Siegel, president and CEO of Bridge.
Beginning her career as a radio producer and news anchor in London, Sarah was involved in the launch of the first European Disney radio station. Since then she has been a producer at a small TV production company; created PR campaigns for clients such as the Western Australian Museum and the Perth International Arts Festival; and finally arrived in New York, to join Bridge Global Strategies.
Sarah, orginally from Perth, is a graduate of Murdoch University in Australia.
Was San Francisco Your "City of Love" in '87?
Commemorating its 20th anniversary, Hotel Nikko San Francisco has launched a national search for a couple who honeymooned or married at the hotel since it opened its doors 20 years ago.
To celebrate this milestone, one lucky couple will be rewarded with a luxurious second honeymoon as a 20th anniversary present.
However there is one caveat - the couple must sill be married to the same person!
The winning couple will relive their magical moments with a six-night stay in the hotel's honeymoon suite, including breakfasts, champagne and a dinner at ANZU, the hotel's popular Asian-fusian restaurant.
The winners will be announced at Hotel Nikko San Francisco's 20th anniversary gala event on October 4, 2007.
Entering is easy: eligible couples should email
jcurran@hotelnikkosf.com, with their details and proof of stay.
New Media Words
Me-media - personal content websites such as Facebook, YouTube and Myspace.
Lamestream - refers to slow speed of traditional news outlets, such as newspapers, in comparison to the internet.
Blook - a blog that becomes a book, or vice versa.
Microblogging - posting short thoughts and ideas in a personal blog, particularly by using instant messaging software or cell phone.
Mobcast - alliance of podcast and mobile phone.
Lifecasting - using portable cameras to broadcast one's activities over the internet 24 hours a day.
Wiki - a collaborative website, edited by its readers.
Google-bombing - the practice of attempting to boost a web-site's search engine ranking.
Googleability - the ease with which information about a person can be found on an internet search engine, particularly Google.
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