'Israel has an image problem and a reality problem'
Photo: EPA
Hasbara: A new approach to America
Op-ed: How can Israel market itself to US? Perhaps by emphasizing America is better off with Israel than without Israel at both national and personal levels
It’s an experience we’ve likely all had. You’re on a first date or a plane or at a large dinner. Your new companion begins to talk. It quickly becomes apparent that this person’s attitude toward conversation is: “But enough about you. Let’s talk about me.” And so they do, until you’ve been inundated, saturated and asphyxiated by their accomplishments, rectitude and sex appeal.
Then, as your imaginings waver between the suicidal and the homicidal, your companion darkens. “Everyone hates me,” he proclaims. And then: “OK, maybe I’ve made a few mistakes. But I don’t care what anyone thinks. I’m going to do what I want and if the world doesn’t like it, too bad.”
There’s a word in Hebrew for this style of conversation.
Hasbara.
Public diplomacy.
Unfair? Not hardly. Across the decades, Israel has tried many forms of public diplomacy, official, quasi and non. For the last few decades, results have been abysmal. Israel has an image problem. Also, a reality problem.
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In this case, a great marketing Sage, the late Theodore Levitt.
As Professor Levitt told us, and as every first year business student ought to learn, there are, in essence, two mentalities. The sales mentality starts with a product and tries to sell it. The marketing mentality starts with a need and tries to fill it.
Israel tries to sell Israel, through a mix of “look-how-great-we-are” and “let’s-alienate-potential-customers.” Israel has also tried a bit of the marketing approach. Sad to relate, the legendary Israeli arrogance gets in the way. OK, thank you for the high-tech goodies, but chances are, somebody else would have come up with them. You’re not irreplaceable.
As for the “Scold unto the Nations” motif, enough said.
So how can Israel market Israel? Specifically, how to the United States? Perhaps by emphasizing that America is simply better off with Israel than without Israel at both the national and people levels. This will not be easy. Much must remain discreet, from all those American corporations with presence here (and Israeli businesses in America) to the fact that half the US defense engineering and technical force will soon retire and is not being adequately replaced. Israeli military R&D expertise is vital. So is all that unmentionable intelligence cooperation.
However, to the vast majority of Americans, Israel is and will remain a “low-involvement” product. So how to interest a people that grows wary of international involvements, and has also grown accustomed to nasty imagery of Israeli malfeasance and anti-Israel screeds by celebrities, academics and other curious types?
The simple answer is to connect with the American people, as they are today. VIP junkets and high-pressure lobbying won’t get it done. Nor will the strident “truth squads,” the pompous “public intellectual” op-eds and the whole “influence the influencers” approach. Nor will flaunting invocations of anti-Semitism, or dependence on fundamentalist televangelists and their crews.
But maybe consider this.
Imagine what might have happened five years ago if Israel had announced, “Our American friend is passing through difficult times. We are therefore opening our economy to American products and small business. We’re establishing websites in Hebrew and English, listing American small businesses and artisans, who may advertise for free.”
An ad signed by a few dozen Americans, proclaiming, “Israel Saved Us,” running in hundreds of smaller papers and on the Net, might be worth at least a couple supercilious op-eds or hyperventilated press releases. Add in a few hundred TV and radio interviews with off-the-shelf Americans: “Israeli purchases let us keep our homes and businesses.” Maybe even some testimonials from satisfied customers. And – lest we forget – word of mouth. And Twitter.
Or perhaps say this:
“America has many skilled middle-aged people who are victims of long-term unemployment. Five thousand families are invited to come here for three years. Initial benefits will be ample. The first six months will be spent in intensive Hebrew language instruction, acclimatization and job placement. Jews may become citizens at any time. Non-Jews are invited to stay.”
Or perhaps:
“Dear America:
“Please understand this about us. Israel faces a fundamental choice. We can take our place among the Nations, becoming America’s full partner, facing the 21st century together. Or we can become, once again, the People that Dwells Apart. This choice – what kind of people do we wish to be? – will determine all others. We can’t put it off forever.
Most of us want to be in the world, productive, secure and at some kind of peace. Many among us do not.
Americans . . . which side are you on?
Philip Gold, an American oleh, is the author of seven books and is completing his first novel, "Ha’Kodem." He may be reached at philip2041@aol.com
