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ADC has obtained, and is publishing in full, a vital new Israeli
propaganda strategy document for the period following the war in
Iraq. The document, entitled “Wexner Analysis: Israeli
Communications Priorities 2003,” was prepared for the Wexner
Foundation, which operates leadership training programs such as the
“Birthright Israel” project which offers free trips for young
Jewish Americans to Israel, by the public relations firm the Luntz
Research Companies and the Israel Project. However, please
note that the report’s suggested language is written in a
distinctly Israeli, as opposed as Jewish American, voice. The
report can be read in full at:
http://www.adc.org/index.php?id=1789
PDF version:
http://www.adc.org/luntzwexneranalysis.pdf
MS Word version:
http://www.adc.org/ATT00017.doc
KEY ASPECTS OF THE REPORT:
* “As the post-war dust settles over the Iraqi desert, the focus
has already begun to shift to the Israel-Palestinian peace process
and President Bush’s so-called “roadmap” to peace. The
good news is that the American people firmly believe that if the
Palestinians want to demonstrate sincere commitment to peace, they
must abide by the tenants of the President’s soon-to-be-released
roadmap. The not-as-good news is that they expect exactly same
from Israel and they demand it immediately.”
* “While many sympathize with the plight of the Palestinian
people, there is no love lost for Yassir Arafat. Arafat is a
terrorist; they know that. Better still, he looks the part.
The emergence of Mahmoud Abbas as the new Palestinian Prime Minister
comes exactly at the wrong time. His ascent to power seems
legitimate. He is a fresh face, and a clean-shaven one at
that. He speaks well and dresses in Western garb. He may
even genuinely want peace. Just as President Bush had begun to
make headway in drawing attention on the need for a reformed
Palestinian leadership, the Palestinians throw us this curveball.”
* “As you emerge from one delicate public relations situation –
war with Iraq – you enter an even dicier situation – cooperating
on “the road map” with an unknown counterpart, Mahmoud Abbas.
Fortunately the former may provide you some breathing room and cover
for the latter.”
* “Now is the time to link American success in dealing with
terrorism and dictators from a position of strength to Israel’s
ongoing efforts to eradicate terrorism on and within its borders.”
* “’Saddam Hussein’ are the two words that tie Israel to
America and are most likely to deliver support in Congress. The day
we allow Saddam to take his eventual place in the trash heap of
history is the day we loose our strongest weapon in the linguistic
defense of Israel.”
ESSENTIAL CONCLUSIONS OF THE REPORT:
1) Iraq colors all. Saddam is your best defense, even if he is
dead. For a year – a SOLID YEAR – you should be invoking the
name of Saddam Hussein and how Israel was always behind American
efforts to rid the world of this ruthless dictator and liberate
their people
2) Stick to your message but don’t say it the same way twice. If
they hear you repeating the exact same words over and over again,
they will come to distrust your message.
3) It DOES NOT HELP when you compliment President Bush.
When you want to identify with and align yourself with America, just
say it. Don’t use George Bush as a synonym for the United
States
4) Conveying sensitivity and a sense of values is a must. Don’t
just say that Israel is morally aligned with the U.S. Show it
in your language. The children component is particularly
important
5) “SECURITY” sells. The settlements are our Achilles heel, and
the best response (which is still quite weak) is the need for
security that this buffer creates.
6) The language in this document will work, but it will work best
when it is accompanied with passion and compassion. Too many
supporters of Israel speak out of anger or shout when faced with
opposition.
7) Find yourself a good female spokesperson.
8) Link Iraqi liberation with the plight of the Palestinian people.
If you express your concern for the plight of the Palestinian people
and how it is unfair, unjust and immoral that they should be forced
to accept leaders who steal and kill in their name, you will be
building credibility for your support of the average Palestinian
while undermining the credibility of their leadership.
9) A little humility goes a long way. You need to talk continually
about your understanding of “the plight of the Palestinians” and
a commitment to helping them.
10) Of course rhetorical questions work, don’t they? Ask a
question to which there is only one answer is hard to lose.
11) Mahmoud Abbas is still a question mark. Leave him that
way. You stand much more to lose by attacking him now.
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ADC
4201 Connecticut Ave, Suite 300
Washington, D.C. 20008, U.S.A.
Tel: (202) 244-2990
Fax: (202) 244-3196
Web: http://www.adc.org
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