PR firms drop Israeli image campaign

Israel wants to hire PR firms in 10 countries to improve its reputation, according to Israeli paper Yedioth Ahronoth. Norwegian PR firms have refused.

The assignment is to help the country promote its vision in the Israeli-Palestinian conflict, as well as prevent an international boycott of Israeli goods, amongst other things. Each PR agency would receive approximately 20 million kroner annually.

Israel has contacted specialists in Britain, Germany, France, Italy, Spain, the Netherlands, Denmark, Sweden, the Czech Republic and Norway. Five of Norway’s largest PR firms have said ‘no’, reports Dagens Naæringsliv (DN).

“Israel is an highly controversial project,” Sigurd Grytten, Burson-Marsteller’s Managing Director, tells the paper.

Statements by heads of Geelmuyden.Keise, Gambit H&K, Apeland Informasjon, and First House range from “difficult”, to “no comment”. Only Kreab’s Gavin Anderson says he might consider the assignment.

According to DN, 27 Israel-friendly Norwegian MPs believe slanted media coverage of Israel is to blame.

“Press coverage of Israel in Norway is one-sided. There is a discouragingly little talk of Israel as a dynamic and modern society which is among the world’s leaders in technology, science and culture”, says Christian Democratic Party (KrF) MP Hans Olav Syversen, leader for Israel’s friends in Parliament.

He also believes it is because PR agencies fear how their customers would react, expressing surprise at how little independence they display.

“I didn’t think they (generally) shared their clients’ views wholeheartedly.”

Aviad Ivri, Counselor at the Israeli embassy in Oslo, admits Israel faces a considerable challenge.

“It’s no secret that Israel has a reputation problem,” he says.


Nicoleta-Madlina Sincan

The Foreigner
5th February 2011


3 responses to this post.

  1. I published your information, as a comment, on

    The UN High Commissioner for Human Rights, Navi Pillay, will visit Israel and the Occupied Palestinian Territory from 6 to 11 February 2011. During her visit, Ms. Pillay will meet officials at the highest level, including Israeli President Shimon Peres, Palestinian Authority President Mahmoud Abbas and Prime Minister Salam Fayyad.


  2. In the 1930’s Germany was also “a dynamic and modern society… among the world’s leaders in technology, science and culture”

    If only Israel would deal with the causes of its “PR problem” and stop trying to put make-up on that very treyf pig.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: