www.adc.org/index.php?id=1789
Israeli Communications Priorities 2003 ADC has obtained, and is publishing in full, a vital new Israeli propaganda strategy document for the period following the war in Iraq. However, please note that the reports suggested language is written in a distinctly Israeli, as opposed to a Jewish American, voice. WEXNER ANALYSIS: ISRAELI COMMUNICATION PRIORITIES 2003 OVERVIEW The world has changed. The words, themes and messages on behalf of Israel must include and embrace the new reality of a post-Saddam world. In the past, we have urged a lower profile for Israel out of a fear that the American people would blame Israel for what was happening in the rest of the Middle East. Now is the time to link American success in dealing with terrorism and dictators from a position of strength to Israels ongoing efforts to eradicate terrorism on and within its borders. In the current political environment, you have little to lose and a lot to gain by aligning with America. With all the anti-Americanism across the globe and all the protests and demonstrations, we are looking for allies that share our commitment to security and an end to terrorism and are prepared to say so. THE NEXT STEP The fact that Israel has remained relatively silent for the three months preceding the war and for the three weeks of the war was absolutely the correct strategy - and according to all the polling done, it worked. But as the military conflict comes to a close, it is now time for Israel to lay out its own road map for the future which includes unqualified support for America and unqualified commitment to an ongoing war against terrorism. Perceptions of Israel and the Israeli-Palestinian conflict are being almost entirely colored and often overshadowed by the continuing action in Iraq. Partisan differences still exist the political Left remains your problem and complaints about Israeli heavy-handedness still exist. Advocates of Israel have about two weeks to get their message in order before world attention turns to the so-called road map and how best to solve the Israel-Palestinian conflict. As with every memo we provide, we have used the same scientific methodology to isolate specific words, phrases, themes and messages that will resonate with at least 70 of the American audience. There will certainly be some people, particularly those on the political left, who will oppose whatever words you use, but the language that follows will help you secure support from a large majority of Americans. These recommendations are based on two dial test sessions in Chicago and Los Angeles conducted during the first ten days of the Iraqi war for the Wexner Foundation. ESSENTIAL CONCLUSIONS This document is rather long because it is impossible to communicate all that is needed in simple one-sentence sound-bites. Yes, we have provided those on the pages that follow, but we have taken the space to explain why the language is so important and the context in which it needs to be used. If you only read two pages, these are the key conclusions: 1 Iraq colors all. The worldview Americans is entirely dominated by developments in Iraq. This is a unique opportunity for Israelis to deliver a message of support and unity at a time of great international anxiety and opposition from some of our European allies. 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. Saddam will remain a powerful symbol of terror to Americans for a long time to come. A pro-Israeli expression of solidarity with the American people in their successful effort to remove Saddam will be appreciated.
All the language we have written in past memos will not work when it comes to United States tax dollars. You need a national security angle - one that clearly links the interests of both Israel and America: WORDS THAT WORK: SELLING ISRAEL AID I It was Israel who risked their pilots and planes in taking out Saddam Husseins nuclear reactors and thus thwarted his quest for nuclear weapons of mass destruction. It was Israel who provided much of the intelligence that helped America defeat Iraq back in 1991. It was Israel alone among Middle Eastern nations that supported Americas successful effort to remove Saddam Hussein and liberate the people of Iraq. We stood without you against the Saddam regime from beginning to end. Israel has been a key regional asset and military ally of the United States for more than 50 years. That relationship must continue, even and especially in the post-Saddam era. It is a partnership of democracies devoted to the war against terrorism and the fight for freedom. As we have seen, the news cycle during and immediately following a war is is not a matter of idle curiosity, it is compulsory viewing. Even more than in Israel, where conflict has tragically been almost commonplace, war means a new and real threat to personal and familial security in America. Americans have been thinking and talking about the war on terror for almost a year and a half now, and they have come to conclude that Saddam Hussein is a sponsor of world terror and is a particular threat to the democracies of the world. New and shocking revelations about the brutality of his regime are discovered daily, which only reinforces American support of military action. But the fact that Hussein was a direct threat to Israel is especially important. Israel opposed his cruel ambitions for decades - a decade longer than the United States Remind audiences that Israel and America have common values, but then stress that we also share common enemies. You really do need to emphasize your historic willingness to compromise and sacrifice on behalf of America. This may not play well among some Israeli politicians but it will certainly play extremely well in the States. WORDS THAT WORK During the Gulf War, Iraq attacked Israel with Scud missiles 39 times. Israel stood by each time, not knowing if the next missile contained biological and chemical weapons. Israel chose restraint instead of war, because it was what the United States asked. It was Israels way to support our ally, America, and its troops during the Persian Gulf War. But now, with our national security at stake, we need Americas financial help. RESPONDING TO PALESTINIAN PRESSURE While the Chicago and Los Angeles sessions yielded significant new language and several new communication principles, most of our previous observations hold true. Too many in the Jewish community are too linguistically hostile at a time when the other 97 of America wants a resolution to the conflict. In particular, you cannot just issue recriminations, however justified, against the Palestinian Authority and expect American elites to be suddenly convinced of your righteousness. All the evidence and common sense can be on your side, but the hostility and negativity will be rejected as biased and one-sided. Heres a specific example: WORDS THAT DONT WORK There is no moral equivalency. On one side you have duly elected and appointed Israeli officials from a democracy that has been operating for more than half a century. On the other side you have corrupt Palestinian officials who have lied, cheated and stolen from their people. Israel will not negotiate until they have someone to negotiate with. While the statement above is perfectly accurate and justified, it will not work. Individually, the words are good, the facts are accurate and the message is correct. But this communication effort fails miserably because it is regarded as a complete rejection of negotiations and peace. Listeners see it as accusatory and contentious - exactly what they dont want to hear and will not accept. No Israeli child has ever strapped a bomb to his back and gone off to kill civilian Palestinians, and yet the Palestinian leadership does too little to dispel the notion among its more extreme citizens that killing Israelis with a suicide bomb is the surest route to heaven. How can Israel deal with a population of parents that stand aside or even encourage their children to become martyrs? Yes, this is harshe...
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