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Preparing for the Coming PR War
JNS.org – The pro-Israel community was completely and inexcusably unprepared for the public-relations nightmare following the events of Oct. 7. It took two months for major organizations to create the “10/7 Project” to push “for accurate and complete coverage of the Israel-Hamas war.” Does anyone know anything the project has done in the last 10 months? If it did anything at all, it was a total failure. War with Hezbollah and Iran was as predictable as a confrontation with Hamas, and yet the community seems equally inept, so let me lay out what we know will happen:
The media will:
Ignore Israeli casualties and focus on Arab victims.
Accept fabricated Arab statistics.
Interview unreliable Arab sources.
Air stories without researching their accuracy.
Focus on dramatic photos and stories without context.
Fail to explain Hezbollah dictates what can be reported.
Israel’s accidental bombing of civilians in the Arab town of Kfar Kana in the Galilee shifted opinion against Israel in the last war with Hezbollah. This was not a case of media bias—it reported what happened accurately—but an example of Israel being unable to offer explanations in a timely and persuasive way to mitigate the impact of the stories. This is also an example of a predictable event that PR war planners should have anticipated. On July 18, 2006, an Israeli pilot told a reporter: “One mistake can jeopardize the whole war, like Kfar Kana, in one of the last operations in Lebanon, where artillery bombarded a refugee camp, killing over 100 people, which resulted in international pressure that halted the operation.”
Israeli statesman Shimon Peres argued that good policy results in good PR, but sometimes, Israel’s policy options are limited or poor, as is the case of needing to destroy buildings above tunnels and attack schools, mosques, hospitals and U.N. facilities where terrorists are hiding. Hezbollah uses the same tactics as Hamas, and Israel will need to have explanations for its actions.
We know Israel will be accused of disproportionality, provoking a refugee and humanitarian crisis, denying health care, and committing “massacres” and “genocide.” Israelis will be charged with being aggressors and compared to Nazis. The usual epithets unrelated to the war will be tossed around, such as comparing Israel to South Africa and accusing it of “settler-colonialism.”
It’s always better to get in the first blow and try to set the media’s agenda. Israel’s enemies have mastered this tactic. It’s vital to offer context and facts in those instances immediately; errors should be identified, and corrections demanded. Unfortunately, it’s often too late to change perceptions once a narrative takes root, as in the report falsely blaming Israel for bombing a Gaza hospital early in the war.
The conflict must be explained in simple terms without trying to give a history lesson. Israel is fighting for its existence. The people of Israel want peace. Israel is the only democracy in the Middle East. It shares American values and interests. The war is not with the people but with the leaders whose radical Islamic views threaten America, as we’ve seen from Iranian plots to kill Americans and Iranian proxy attacks on U.S. forces. Publicize what the leaders of Hamas, Hezbollah and Iran say.
It is always better to strike first and try to set the media’s agenda. Israel’s enemies have mastered this tactic, frequently putting the pro-Israel community immediately on the defensive. If it is possible to find out about a forthcoming negative story; it is vital to immediately offer context and facts. Once a negative report appears, errors should be identified and corrections demanded.
Advocacy must start with the best information, and then the material should be packaged most engagingly to suit the medium or audience. For example, elites and academics may want to read articles with references; Internet surfers may want short tidbits or humorous videos; print reporters may want personal stories; and broadcast journalists will want powerful images. Divisions must be created to attend to the various media and target audiences (blogs, print/broadcast journalists, politicians, academics and students).
Focusing on peace is perhaps the most compelling argument in our arsenal. One reason Israel is losing the PR battle is that Israeli Prime Minister Benjamin Netanyahu refuses to offer any hope or timeline for an end to the conflict.
It is also essential to empathize rather than demonize all Palestinians. Their suffering in Gaza is undeniable. Context does matter, and their anguish is a result of the actions of Hamas. The Lebanese are also victims of Hezbollah, and the inevitable death and destruction from a war should be anticipated. Little to nothing has been done to educate the public about how Hezbollah has insinuated itself into the civilian population and the tunnel network it has built. We know Hezbollah will control the narrative by limiting journalists’ access and freedom to report accurately.
On Oct. 7, Israel had emotion on its side but lost momentum as the months passed. It is vital to keep the stories of the hostages and victims at the forefront. There has been no honest discussion of the hardships of the citizens of the north, the victims of the Hezbollah strikes, or the damage to property, agriculture and the environment.
One of the most important but challenging tools to employ is rhetorical questions. Advocates are accused of “whataboutism,” but the critics must be challenged to answer what they would do if they were in Israelis’ shoes. What would the United States do if terror forced thousands of citizens to leave their homes or if rockets bombarded American cities? What would you do if your family was murdered in front of you, your daughters and wife raped and mutilated, and your house burned down with your grandparents inside?
Israel is always put on the defensive, but you are usually losing the argument if you’re explaining, justifying or rationalizing. Israel should eschew self-flagellation over every mistake. Sometimes, explaining why Israel has taken a particular action will be necessary. Still, advocates should not fall into the trap of the spouse explaining why they don’t beat their partner.
Israel is often put in an impossible position when the other side charges that an atrocity has occurred, without caring whether the allegation is true, and Israel must take time to investigate the incident. Meanwhile, the allegation is virally circulated, and it is too late to undo the damage when the Israeli analysis is complete.
The Israel Defense Forces has improved at providing daily briefings with documentation, photos, maps and videos to influence the narrative. It needs a disciplined campaign that deploys articulate, photogenic and informed spokespeople globally. Israel needs ambassadors who can fluently make Israel’s case. The pro-Israel community needs to marshal spokespeople who are academics and former officials from the government and military to counter the anti-Israel Arabists who are given prominence in the media.
The media’s bias will not change. We must operate with that as a given rather than expect to change it. Another reality is that many enemies among us undermine our case with their “As a Jew” claims. Divisions are inevitable even among friends, as we see in Israel and the American Jewish community. Like the media, we won’t change the culture of “two Jews, three opinions.”
That said, the criticism of Israel in the coming battles is predictable, and there is no excuse to be caught unprepared again.
The post Preparing for the Coming PR War first appeared on Algemeiner.com.
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Israeli Bedouin City Declares Four Days of Mourning as Hundreds Gather for Funeral of Second Hostage Killed in Gaza Captivity
Hundreds of mourners gathered on Friday in the Israeli Bedouin city of Rahat to lay to rest Hamza Ziadna, whose body was returned by the military after being killed in Hamas captivity in Gaza, a day after the funeral of his father, Youssef Ziadna, who was also killed in captivity. The city declared four days of mourning following the confirmation of his death.
Hamza Ziadna, 22, was abducted with his father Youssef, 53, and two of his siblings during the Palestinian terror group Hamas’s invasion of and massacre across southern Israel on Oct. 7, 2023.
The Israel Defense Forces (IDF) confirmed his death on Friday, nearly two days after the death of Youssef was announced. Meanwhile, Israeli Defense Minister Israel Katz on Thursday sent his “deep condolences to the Ziadna family upon the discovery of the bodies of Youssef and Hamza, who were kidnapped by Hamas murderers on Oct. 7 and were rescued in a heroic operation by our heroic soldiers.”
Crowds at Thursday’s funeral expressed frustration at the prolonged wait for clarity regarding Hamza’s fate. According to Youssef Ziadna, who shares the same name as his deceased relative, the family was distraught that the elder Ziadna was named on a list for release in a ceasefire deal with Hamas. The hostage list he referred to, first published by the Asharq al Awsat newspaper, contains 34 names, but Israel later denied that it had received such a list from Hamas.
“We were told by the army that Hamza was also killed, but his body has not been recovered. At the funeral, [Ziadna’s] children ran around shouting, ‘how can it be? Our father’s name was on the list of captives; he’s supposed to come home.’ Now, that hope is gone,” Ziadna told The Algemeiner.
“The family is angry that the government isn’t making a deal to free the captives,” he said. “Unfortunately, two days [after seeing the list], we received the heartbreaking news — for the whole family, for the entire city, for the world — that they were murdered, and this was their fate.”
“It’s so very sad for the entire family. We’re all in shock,” he added.
Hamza Ziadna’s remains were released on Friday to the Rahat community for burial from the Abu Kabir Forensic Institute in Tel Aviv, after undergoing an autopsy.
Rahat’s mayor declared a city-wide period of mourning, during which businesses, schools, and municipal services will halt in solidarity with the Ziadna family.
Ninety-nine hostages are still held by Hamas in Gaza, with efforts at negotiating a temporary ceasefire deal ongoing. US President Joe Biden said on Thursday that “real progress” was being made in the negotiations, but that Hamas was the main factor preventing it from happening.
“Hamas is the one getting in the way of that exchange right now, but I think we may be able to get that done. We need to get it done,” he told reporters.
Israeli Prime Minister Benjamin Netanyahu expressed his condolences to the Ziadna family and reiterated his government’s commitment to securing the return of all captives, both living and deceased.
Two of Ziadna’s other children — Bilal, 18, and Aisha, 17 — who were kidnapped while working in the cowshed at Kibbutz Holit near the Gaza border, were released in a deal at the end of November 2023 after more than 50 days in captivity.
“I hope that all the captives, whether alive or not, will return. We don’t need to keep receiving news every week about one or two captives coming back to us in coffins,” Ziadna told The Algemeiner. “I hope there will be peace, quiet, and tranquility for the whole world. Enough already with all this suffering for these innocent souls.”
A total of six Arab Muslim Bedouin citizens of Israel were kidnapped to Gaza by Hamas last Oct. 7. Apart from the four members of the Ziadna family, Fouad al-Talalka, 22, and Qaid Farhan al-Qadi 53, from the Bedouin Israeli community of Houra, were kidnapped from kibbutz Magen. Qadi was brought back to Israel from a tunnel in southern Gaza following a rescue mission by the IDF in August.
The post Israeli Bedouin City Declares Four Days of Mourning as Hundreds Gather for Funeral of Second Hostage Killed in Gaza Captivity first appeared on Algemeiner.com.
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The January Surprise
JNS.org – For months, President Joe Biden’s detractors predicted that he would deliver a last-minute betrayal of Israel, akin to President Barack Obama’s infamous abstention on a U.N. Security Council resolution condemning Israeli settlements in 2016. When the “surprise” came, it was not the one critics anticipated. Rather than silence them, however, their outrage was fueled by the unexpected admissions of his secretary of state.
First, we were told Biden would pull an Obama immediately after the election in November. Instead, he defied expectations with a reverse Obama, vetoing a U.N. Security Council resolution calling for an immediate ceasefire in Gaza over its failure to condemn Hamas and demand the immediate release of the hostages as a condition for ending the fighting. Moreover, Biden approved the sale of more than $680 million in weapons to Israel.
Not to worry, we could expect the surprise to come before the end of the year. Alas, December came and went without an “Obama.”
Unfazed, Biden bashers assured us that he would act against Israel in January before he leaves office. They were right about him having a surprise; it was just not what they had expected.
Instead of some hostile act, he approved an $8 billion weapons sale. That is in addition to the extraordinary $14.1 billion and $20 billion packages he approved earlier. Remember all the whining about Washington withholding 2,000-pound bombs? The new package includes guidance kits designed to be fitted to those bombs, which presumably means Israel will be getting them, albeit later than when it wanted them.
Still, the administration’s generosity has been dismissed because these weapons won’t be delivered immediately, ignoring their critical role in securing Israel’s future offensive and defensive capabilities.
What has made the arms transfers even more extraordinary is that Biden approved them over the objections within his U.S. State Department and the Democratic Party’s progressive wing that wanted to cut aid and turn Biden against Israel.
However, a surprise in January echoed what Biden’s opponents warned about—though not in the way they imagined.
In a New York Times interview, U.S. Secretary of State Antony Blinken made a startling revelation: the administration’s policies undermined Israel’s war effort. This was no mea culpa, as the title of the interview indicated that Blinken believed he and Biden “made the right calls.”
In an acknowledgment of what analysts have said for more than a year, Blinken confessed that the impediment to a hostage deal was U.S. policy: “Whenever there has been public daylight between the United States and Israel, and the perception that pressure was growing on Israel, we’ve seen it: Hamas has pulled back from agreeing to a ceasefire and the release of hostages.”
Knowing this, the administration still did not change its policy of condemning Israeli policies, giving Hamas hope that Biden would force Israel to accept the terrorists’ demands. This is the problem virtually every president has failed to understand; that is, one-sided pressure on Israel only emboldens the enemies of peace.
The bigger surprise came in Blinken’s disclosure of the administration’s original sin that set the worst outcomes of the war in motion. He said he flew to Israel five days after Oct. 7 in advance of the president’s planned trip to Jerusalem to show American solidarity with Israel. “I told the prime minister,” Blinken said. “I’m going to call the president and tell him not to come if you don’t allow this [humanitarian] assistance to start flowing.”
This threat forced Israel to abandon its initial strategy. It was under no legal obligation to provide humanitarian supplies. The government wanted to impose a siege on Gaza—a legitimate military tactic aimed at isolating Hamas while minimizing casualties among Israeli soldiers. This decision had catastrophic consequences:
Hamas Survival: Aid meant for civilians was stolen by Hamas, providing a lifeline that has prolonged its operations.
Hostage Crisis: By easing the siege and creating “daylight” between Washington and Jerusalem, the administration gave Hamas confidence to hold hostages longer, resulting in the deaths of dozens, including Americans.
Humanitarian Crisis: Biden forced civilians to remain in a conflict zone instead of evacuating them outside Gaza, where they would have had easy access to assistance. This allowed Hamas to use them as human shields, leading to thousands of unnecessary deaths.
Global Condemnation: Israel bore the blame for the worsening conditions in Gaza, with the United States contributing to the outcry by repeatedly criticizing Israel for failing to mitigate the problem it created.
Internal Divisions: Prolonging the hostage crisis deepened divisions within Israel. The administration also made no secret of its desire to see Netanyahu toppled.
Micromanaging the War: By pressuring Israel not to launch a ground operation in Gaza immediately and to delay its move into Rafah, withholding or slow-rolling weapons systems, and dictating what Israel could target in Lebanon and Iran, the administration prolonged the war.
For many Jews, these policy choices—driven by the same Obama-era advisers who previously undermined the State of Israel—outweigh the unprecedented arms sales, unwavering vetoes at the United Nations and critical deployment of American forces to protect Israel from external threats.
As the January surprises reveal, the legacy of Biden’s Israel policy is a paradox: extraordinary support coupled with avoidable missteps that exacerbated the war’s toll.
The post The January Surprise first appeared on Algemeiner.com.
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Good or Bad, Now or Later?
JNS.org – As a rule, when people choose to embrace their heritage and begin practicing their faith seriously, rabbis suggest a step-by-step approach. In our Jewish journeys, “instant Jews” and overnight sensations don’t usually last in the long run. But there are certainly times when a leap of faith may be in place and even recommended.
This week, we conclude the book of Genesis with the story of the end of Jacob’s life. Before Jacob dies, Joseph brings his two sons—Ephraim and Menashe—to be blessed by his father.
While bestowing his blessings on his grandsons, Jacob acts strangely. He puts his right hand over his left to bless the younger son, Ephraim, with his right hand and the older son, Menashe, with his left. Joseph tries to correct his father, but Jacob takes no notice and tells Joseph he knows exactly what he is doing. It wasn’t because his eyesight was failing, Jacob’s action was quite deliberate. Jacob manipulated his hands cleverly, saying that Ephraim’s descendants would rise higher than Menashe’s children.
I am grateful to Rabbi Yanki Tauber for bringing to my attention a teaching of one of my saintly ancestors, Rabbi Yitzchak Meir of Gur, also known by his work as the Chidushei HaRim.
There are two paths in the service of God, two ways in which to live our lives. Psalm 34 in Tehillim says, “Turn away from evil, and do good.” We mustn’t allow our evil inclinations to get the better of us. We must constantly work on improving our conduct and our character. We must fight the darkness. This is represented by Menashe. Joseph named him Menashe indicating that “God has made me forget all my toil and all of my father’s house.” The difficulties of the past have been dealt with and put aside.
Ephraim, however, means that “God has made me fruitful in the land of my affliction.” Ephraim speaks of positivity and being fruitful, doing good and adding light.
Although the verse in Psalms first says, “Turn away from evil” and then says “and do good,” there is considerable disagreement about whether the sequence is arbitrary or mandatory.
Joseph argued that we must first rid ourselves of our negative conduct and character traits, and then we can focus on acquiring positive merits and doing good. Whereas Jacob believed that we should begin to do good immediately, even if we are not yet refined, and the good deeds themselves will help us improve and we will naturally come to refine our character traits.
Rabbi Yitzchak Meir explains that this is why Joseph, who believed that the correct sequence in life should be to turn away from the bad and then do good, preferred Menashe to be blessed with Jacob’s right hand. Jacob, however, believed that one could very well begin by doing good, and thereafter turn away from evil, as represented by Ephraim, the younger son.
It’s a fascinating question that still rages among different Jewish schools of thought. Some argue strongly that it is wrong, and even ridiculous, for Jews who have not yet become observant suddenly to begin studying Jewish philosophy. You must first start with the “bread and butter” of Judaism before you get to the “meat and potatoes.” Others disagree and will gladly teach Jewish philosophy to even the most uninitiated.
Chabad is clearly in the latter camp. The traditional sequence is not a must. On the contrary, a little light dispels a great deal of darkness. One mitzvah, one good deed and one page of Torah can ignite a fire in the soul of any Jew. If we wait until people “clean up their act,” so to speak, we may wait a long time. One positive step, even if it doesn’t seem a logical first step, may inspire a dramatic spiritual makeover.
Should someone who is not yet fully observant begin to wear a kippah? Is it wrong? Is he giving a false impression of himself to the public?
Many might call it absurd. But others might encourage it, as it may be one more step in the right direction and keep the person motivated to continue his upward momentum, even if he is not yet formally “ready” for it. In the journey of the soul, we need not wait until we overcome all of our negative inclinations before we embark on doing good.
So, the Chabadniks will stand on the street encouraging Jewish men to put on tefillin. Do they know where the guy they are talking to just came from or where he is going? No, but they will still happily help him perform a mitzvah. Even if it remains a “one-off,” the mitzvah itself is real and valid. As is the Jew. We may never know what kind of positive effect the act of putting on tefillin may have on him in the future.
I always say that when they ask, “Excuse me, are you Jewish?” it makes people think. Even if people say “No,” or “I’m busy,” or “Not today,” it’s pretty much guaranteed that as they walk away with that thought on their minds. Even if they did not put on the tefillin, the question itself disrupts their status quo. It makes them think. “Am I Jewish?” “What have I done lately to make me Jewish?” Who knows what effect just the question may have on the individual passerby?
We live in a world with darkness and redoubled darkness. While there are many signs of light to come, at the moment, the darkness is thick. To me, one visible demonstration of the power of light over darkness is on college campuses worldwide. Since the terrorist attacks in Israel on Oct. 7, 2023, there have been violent, venomous marches and protests for the Palestinians, Hamas and terrorism. Yet Jewish students regularly stand up for themselves with honor, identity and pride, putting their arms together, standing shoulder to shoulder and singing “Am Yisrael Chai,” “Shema Yisrael” or “Oseh Shalom.”
I have a video of my son, Rabbi Nissen Goldman of Chabad on Campus, standing against a violent mob at the noxious University of Cape Town. His students wear their tallit and tefillin proudly. They are fighting hate with love, war with peace, and destruction with determination. We hope and pray that their light will dispel such darkness. Should they wait until they convince their antagonists of the justice of our cause? It may be a long wait.
So, it would seem that if you are ever inspired to do a mitzvah or study Jewish philosophy, don’t tell yourself you’re not ready or worthy of it. Every good deed is a ray of light that can illuminate the world. I am certain that the psalmist would be happy even if you first “did good” and then “turned away from evil.”
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