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Photo: Channel 2
Israel's new "ambassador". Eytan Schwartz
Photo: Channel 2
Photo: Channel 2
Mehereta Baruch (L) and Tzvika Deutsch
Photo: Channel 2

U.S-born becomes new "ambassador"

Eytan Schwartz chosen as public relations ambassador to New York; no longer feels like a new immigrant, he says

TEL AVIV - American-born Eytan Schwartz was declared the winner of a reality television show to select a spokesman for Israel.

 

Schwartz fought off 14 contenders in "The Ambassador" to win a year-long position in the New York-based public relations firm Israel at Heart.

 

Schwartz did his military service at Army Radio and is also a former correspondent for the popular Israeli TV entertainment show, "Good evening, with Guy Pines."

 

Delivering his victory speech at Ben-Gurion International Airport just before boarding a flight to New York, Schwartz said 20 years earlier he had stood in the very same spot as a new immigrant.

 

"At the time I wanted to go home," he said. "Today, I'm returning to New York, but my home is here. I'm an Israeli."

 

'Will continue work for Israel'

 

The two other finalists, British-born Tzvika Deutsch and Ethiopian Mehereta Baruch joined Schwartz on stage.

 

Deutsch, who lives in the first-ever student village in the Negev, Adiel, pledged to continue his work for Israel.

 

"It was a once-in-a-lifetime experience and I'll carry on what I started on the show," he said.

 

In response to the judges' decision, Baruch said the judges made the "correct choice."

 

"He (Schwartz) encompasses all the elements of public relations and he knows how to reach people," she said.

 

Although Baruch finished second, the Jewish Agency announced it will recruit her as an international spokeswoman.

 

Meanwhile "Israel at Heart" director and Jewish American philanthropist Joey Low said he preferred Deutsch, who he feels represents "something different."

 

In response to the judges' decision, Low said that while Schwartz is the politician type, he hopes he will bring "a breath of fresh air" to the organization.

 

 

A different kind of reality

 

Following a series of successful reality TV shows, Israel’s Channel 2 launched "The Ambassador" aimed to find someone to help improve the country's image abroad.

 

Contestants were asked to demonstrate skills expected from a Foreign Ministry representative, including public speaking and crisis management.

 

They faced such tasks as media interviews, briefing sessions for journalists, public debates and the drafting of pro-Israel opinion pieces.

 

Judges for the show included former IDF spokesman Nachman Shai, Channel 2 senior political correspondent Rina Matzliach and ex-Mossad chief Yaacov Perry.

 


פרסום ראשון: 02.21.05, 14:49
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