Israeli Prime Minister Benjamin Netanyahu. Photo: YouTube screenshot.

Prime Minister Benjamin Netanyahu did something courageous and correct by releasing a video in which he said that Palestinian Arabs seek the “ethnic cleansing” of Israeli Jews.

There is an Internet term called #NoFilter, which is meant to connote bravery for sharing a picture with no makeup or editing. #NoFilter has also become an expression for keeping a conversation honest, or suggesting a topic is too important for political correctness.

Netanyahu’s #NoFilter moment has allowed him to break through the media’s anti-Israel bias, and clearly expose the truth about the Palestinians. After a decades-long career in which his every word and action has been decontextualized, translated, and manipulated, Netanyahu is rightfully utilizing social media to take his message directly to the world.

It is refreshing to see a world leader abandoning the traditional interview format and speaking directly to the public via social media.  Netanyahu and his office are emerging as public relations mavericks, embracing a contemporary media strategy that relies on the principal to provide and edit the content — not the media.

Netanyahu’s latest video, titled “No Jews,” is a direct response to the hordes of critics who condemn allowing Jewish settlements in Judea and Samaria. Netanyahu clearly explains why Jewish communities in this area are not a hindrance to peace, just as the two million Arabs in Israel are not an obstacle to peace.

Bibi says, “Yet the Palestinian leadership actually demands a Palestinian state with one pre-condition: No Jews. There’s a phrase for that: it’s called ethnic cleansing.” This is the same message he has been trying to communicate for years: Jews should be able to live wherever they want to, and it is the Palestinians who support racist and genocidal policies.

The Palestinian Authority is set on a one-state solution, with no Jews. Netanyahu knew his video would be controversial — but he also knew it was a message that had to be expressed.

Netanyahu just schooled the media and his enemies by employing social media. He dropped the mic, and people turned their heads to listen.

Ronn Torossian is CEO of 5WPR, one of the leading independently owned Public Relations firms in the United States.