Wednesday, January 16th | 10 Shevat 5779

August 26, 2011 6:51 pm

Israel: Act Now, While the Media Looks Elsewhere

avatar by Ronn Torossian

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Hurricane Irene as seen from GOES 13 East Satellite.

The end of August is usually a slow month for news but not this year. There were banner headlines: prosecution dropped all charges against Dominique Strauss-Kahn; overthrow of the Gaddafi Regime; Republican nominee field tightening; U.S. economy on a roller-coaster; and Steve Jobs’ retirement. “Unnatural” natural disasters past and predicted: an East Coast earthquake, and impending Hurricane Irene. With UK riots, Oslo terror, and Syrian massacre of its own people, the biased world media has withheld focus on Israel.

In less than a month, the commemoration of the 10thyear anniversary of 9/11 will be held. Inevitably, the media will return to its intense anti-Israel stance just in time for the UN General Assembly meeting and the onset of a sham peace conference, known as Durban III, which will highlight the Palestinian decision to cut off any moves towards peace with Israel, and rather demand statehood from the UN. Surely, a large majority of countries will endorse an independent Palestinian state; consequently, Israel will likely suffer, becoming even more of a pariah.

Having worked for the Likud Party, I am well aware that Benjamin Netanyahu is a PR genius, yet Israel’s place in the world continues to suffer from terrible public relations. Once this news cycle ends, we will soon see Israel condemned in the media and will not hear about the barrage of rocket attacks upon Southern Israel, or freedom for Gilad Shalit.

Right now, while terrorists attack daily, Israel has the unique opportunity to take strong actions against her enemies, and stop the Palestinian march toward statehood in the UN. There would be less backlash against Israel than when world media is “back to normal.”

Undoubtedly, Israel has a crisis PR plan in place for the UN farce. Why not begin implementing positive public relations activity rather than wait for the inevitable bashing?

Timing matters and one must adapt to the news cycle. Israel can, and should, take advantage of the lull in media interest, and do what needs to be done. Israel should not repeat her self-destructive mistakes. This time Israel should not cave to world pressure.

Now, while the world is distracted, Israel must act firmly and decisively in addressing the terrorist and diplomatic nightmares.

Ronn Torossian is CEO of 5WPR 1 of the 25 largest PR firms in the US.

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