Government to recruit citizens for 'PR campaign' abroad
Survey conducted for bureau of information and diaspora reveals worrisome data showing 91% of Israelis feel country suffers 'severe' image problem. Initiative to ask citizens traveling abroad to act as 'PR ambassadors'
Information and Diaspora Minister Yuli Edelstein is looking to recruit over four million Israeli citizens that visit oversees annually, in order to help improve Israel's image in the world.
This initiative came following data collected via a survey held among Israeli Jews that pointed to the country's severe public relations problem around the globe.
The survey was held among 495 Jewish Israelis and conducted by Kelim Shluvim institute headed by Dr. Doron Ben Shaul, who works with the Israeli Governmental Advertising Agency.
According to the survey, 91% of the respondents think that Israel has a "severe" or "very severe" image problem in the world. In addition, 90% said that they believe Israel is viewed as a country that "suffers of terror and war", while 80% claimed Israel is grasped as an "aggressive country", 30% said Israel suffers from an "unfriendly" image and an additional 26% deemed Israel is viewed as an "underdeveloped country".
Israelis will visit abroad over 4.2 million times this year (Photo: Reuters)
The respondents were also asked how important is it for them to be represented abroad by fellow Israelis visiting overseas. 85% responded that it was important to represent the country while abroad, and noted that they are willing to take part in Israel's public relations campaign.
The Bureau of Information and Diaspora estimated Israelis will visit abroad over 4.2 million times during 2009. According to the bureau, these travelers can serve as a "tremendous PR force" for the country. Edelstein noted that he plans on "recruiting the millions of Israelis visiting abroad to take an active role in Israel's public relations campaign."
According to Edelstein, "it is no secret that the State of Israel has been struggling since its formation with a slew of issues related to its image in the world, and that dealing with these issues is a complex matter."
Edelstein added that "the survey's findings are worrisome, but altogether not surprising. My bureau will launch a massive campaign that will educate the citizens of Israel about country's image problem in the world and call on those who intend to travel abroad to take part in its PR campaign, while directing them to a special site that will help them train for this purpose."
