Public Speaking NY

In the news:
Neal Sher Trains Israeli Diplomats

`The Ambassador' - for real
By Haim Handwerker from Haaretz International - Dec.20,2004

Neal Sher interviewing Andy David, the deputy consul in Chicago. Focus on your message, participants are advised. (Yehuda Engelmeyer )

Israeli diplomats and government officials come to New York for some tough training on how to deal with American media

NEW YORK - Marco Greenberg, owner of a film production company who has abundant experience in public relations, sits down in front of several Israeli diplomats and spokesmen of government ministries in the conference room of a Manhattan office building. His role today is to play an unsympathetic television reporter: first a reporter for the local Channel 4 in Los Angeles, then for Al Jazeera. A studio atmosphere has been created in the conference room. Standing alongside Greenberg is a cameraman-sound man. The overhead lights are dimmed. In the background, behind the back of the interviewee, a colorful backdrop hangs. Greenberg begins the broadcast: "Good morning to all the viewers. With me today is a representative of the Israeli government. Hello, sir ..."

The innocuous preamble quickly gives way to a shower of scathing questions aimed at each of the Israelis, one after another. Why shouldn't the Palestinians be permitted to return to their land and realize the right of return? Why doesn't Israel improve the situation of Israeli Arabs? Why do you need the wall, which makes life so hard for the Palestinians? Really now - why don't you stop the occupation?

In an adjacent conference room, the images are repeated. Here the interviewer is Neal Sher, a consultant on media and lobbying, and a former executive director of AIPAC (the American Israel Public Affairs Committee) who was once a Nazi -hunter for the U.S. Department of Justice. "We're losing a lot of boys in Iraq," he says, "and some people claim Israel pushed America into the war in Iraq. Does Israel intend to push America into a war against Iran, on the basis of its nuclear programs?"

Waiting off to the side is Elias Buchwald, one of the founders of Burson-Marsteller, the major public relations firm, who is venerated in the industry. When the interview ends, it will be shown to the entire group on a video monitor. The sharp-tongued Buchwald will waste little time in skewering the interviewees for their responses.

"Think hard about what you want to get across," say Buchwald and Greenberg. "Focus on your message. If you are asked an embarrassing question, give a short answer, and then cross the bridge over to what you really want to say. Don't repeat negative messages that the interviewer or the person you are debating has used. Don't get into an argument with the interviewer."

Buchwald nearly jumps out of his skin at hearing the answer given by one Israeli diplomat to the question posed by Sher regarding Israeli responsibility for the distressing crisis in Iraq. When the man tries to "cross the bridge" too quickly, and says that the most important thing is that the American economy is in good condition, Buchwald has a hard time controlling his emotions. "The second you said that, you lost your audience," he bellows. "What are you talking about? This is a very serious question, and you cannot answer in such a manner. In this sort of matter, you only have one answer: I am certain that the American administration makes decisions on the basis of American interests, and American interests alone."

The next Bibi

While "The Ambassador," the Channel 2 TV show, is making a lot of noise in Israel, the real version of the program is in fact taking place in New York. Some 15 diplomats and representatives of Israeli government ministries came here for four days of practical in-service training to learn how to contend with the American media. In Israel, it is televised entertainment. Here, it is supposed to be serious.

The training program, which has been offered for the past 20 years, is organized by the American Jewish Congress and the Israeli Ministry of Foreign Affairs. But the people who pour their hearts and souls into the program are Buchwald, who has volunteered for the job for 20 years, and Greenberg, who has volunteered for 13 years. Their dream was to find the next Benjamin Netanyahu, and it mattered not what his or her political opinions might be. A person with a good screen presence, who would get across the messages of the State of Israel in proper fashion. Hundreds of diplomats and government officials have taken part in the program, which is held once a year. Many have managed to improve their ability to express themselves, but the next Bibi, the person who can speak fluent English, formulate his words easily, is capable of translating complex ideas into words, has not yet been found.

This year's participants included David Baker, foreign press coordinator in the Prime Minister's Office; David Akov, the consul general in San Francisco; Ran Gidor, a foreign ministry adviser; Avital Leibovich of the IDF Spokesman's office, Limor Banai of the office of the Finance Ministry Spokesman; Shahar Shelef, a deputy consul in Philadelphia; Anat Friedman, spokeswoman of the Israeli delegation to the UN; Andy David, the deputy consul in Chicago; Sharon Regev, a deputy consul in Philadelphia; and Kobi Brosh, the consul general in Toronto.

Over the years, Buchwald and Greenberg have experienced much frustration. Too many unsuitable candidates have been sent to the course. At times they felt that people were being sent mainly to reward them with a trip to America. There were times that they were fed up and had no intention of continuing. At times they wondered if it wouldn't be better to send high-ranking politicians from Israel than low-ranking officials, but the program did not interest cabinet ministers. This year, Buchwald says, the level of personnel is higher than in past years - a major source of solace for him.

Aging generals

The program is intended to provide participants with an understanding of how the American media works. But its high point is the practical work in front of the camera with Buchwald, Greenberg and Sher. The program is designed to improve the primary task of the foreign ministry representatives: hasbara - that peculiar Israeli word that is a hybrid of information, public relations and propaganda. The chief exponents of this craft are supposed to be the prime minister and foreign minister, but their English, ability to express themselves and the content of what they say does not exactly help to promote Israel's hasbara efforts, say Buchwald and Greenberg. The people out in the trenches are foreign ministry officials - who are often accused by Israelis and American Jews of falling down on the job.

Greenberg starts off the morning by showing an assortment of video clips that is intended to explain the problem of Israel's hasbara, at its worst. Two American commentators on the sympathetic to Israel "Fox News" are discussing the question of why Israeli hasbara is unsuccessful. One says that Americans see all use of force as a criminal act. To win the battle for public opinion in America, you have to present yourself as a victim; that is how you win the heart of Americans. He who apologizes for using force loses.

The American media doesn't delve too deeply into the question of why the Israel Defense Forces do what they do. The Israelis, explains Greenberg, are concentrating on survival, not the media war. Their leaders are aging generals who do not know how to explain themselves.

The video clips also include several Palestinian spokesmen in various appearances on American television. Diana Buttu and Michael Tarazi, two American Arabs who speak fluent English, and Hanan Ashrawi, who also speaks impeccable English. When they go on the air after acts of terrorism, their answer to nearly every question is the same - the biggest problem of all is the occupation, a mantra that they repeat over and over again. "They have a good message, a very powerful message. No matter what you ask them, they will `cross the bridge' to this message that they want to get across," explains Greenberg. He suggests that the Israelis learn from them. Every question you are asked will receive a brief response, and from there they will cross the bridge to what they want to get across.

The participants send up a barrage of suggestions: Israel should be depicted as victim; someone else thinks this is a problematic approach, especially as Israel wants to attract investors and tourists; we have to focus on terror; we must not present ourselves as underdogs because we aren't, and if we do so then we will lose; instead of the word "occupation," we have to use the terms "disputed territories" or "transitional territories."

Buchwald looks a bit impatient. He wants the Israelis to decide themselves what their mantra should be, but his sense is that they are opting for a mantra that may have worked last year. The terror mantra, for instance, is no good anymore, given the changes since Arafat's death. He suggests delivering a positive message: telling the Palestinians, "Come, let's make peace. We want a good economy for you. We want a good economy for us. We've had enough war. Let's live together. That'll play well on television."

Greenberg, who lived in Israel for several years and even served in the IDF Spokesman's office, says there is no magic cure for Israeli hasbara. "The subjects they deal with are very complicated. People in Israel talk a lot about hasbara, but do little. The truth is that we are lacking the public relations gene in our DNA. Israel still hasn't found its Diana Buttu or Michael Tarazi," he says. "You have to bear in mind that in order to be an effective spokesman, there's no need for a beauty contest. The physical appearance of the spokesman is important, but to do the job properly, it has to be done by a skilled professional, for instance, Israeli high-tech people who have been successful abroad and have good English skills. They have learned American communications."