Monday, November 27, 2006


If one of the two sides in conflict thinks that he is going to win (and win undoubtedly), then he will never agree to any compromise. Only if he sees that his victory is in doubt, then he will enter into negotiations.
Look at the today's situation between Israel and the palestinians. They agree to negotiate because each side has got the conclusion that he cannot beat one another undoubtedly.

So we can learn the PR tip: Wish to make your opponent agree to your proposed compromise? First, make him think that you have many options to beat him. Second, make him think that he cannot win undoubtedly.

Sunday, November 5, 2006


Who rules in America, demos (= people) or chronos (= time)? America is a chronocracy no less than a democracy. Clothes and household things still of good quality are thrown out for the simple reason that they are old. Scientific, economic, and cultural trends are replaced every certain period of time. Presidents, computers, car models, artistic trends, dress cuts, textbooks have to change periodically to maintain their authoritative status as "new."

So we can learn the PR tip: Make your image as if you keep up with the times. Wish to promote your production? Present it as NEW.

Sunday, October 1, 2006


Charisma is about PR image.
Not arguing the definition of the charisma, let us just agree on the main point: charisma means personal attractiveness, interestingness, influence, charm, magnetism, appeal.
Look at the today's leaders, and tell: which politician is charismatic? Who is a real leader?
What impression do you get from looking at Palestinian Chairman Mahmoud Abbas (Abu Mazen) or Lebanon's Prime Minister Fuad Siniora? Can you call them charismatic leaders?
When you see them on TV, you think something is wrong with them. You see them hide themselves and their real feelings behind their glasses, or behind the expression of their look. Compare it with the open expression of other Arab leaders like Egyptian president Hosni Mubarak or Hamas PM Ismail Haniya.
One choosing to support not-charismatic politicians has some non-clear reason for that.

Monday, September 11, 2006


When they teach you that you can't take your money to your grave - what do they do it for? What do they really mean? They "forget" that you can hand it down to your children and grandchildren. Or your friends. Or lovers. To make their life easier.
Usually, the real motivation behind this propaganda is just simple: to make you deliver your savings to some political party, or church, or other institution.

Sunday, September 10, 2006


When they teach you that you can buy everything with money - what do they do it for? What do they really mean?
Remember: you can buy only common goods and simple services. You can buy a prostitute and not love. You can buy food and not health. You can buy a tuxedo, however, you cannot buy a knack for its wearing. You can buy a computer, but you cannot buy brains. You can buy a weight, but you cannot buy muscles. You can buy a PR specialist to make yourself known, however, you cannot buy real power. Everything except simple stuff you need to produce yourself.
So, what is the real motivation to this brainwashing? They wish you to work just for money today. Tomorrow you will buy all these goods. Tomorrow. But meanwhile, please, work hard.

Friday, September 8, 2006


In September 2006 the Shin Bet (= Shabak, the Internal Security Service of Israel), launched its first-ever public recruitment drive. The employment campaign is targeting computer programmers. The security service is calling on high-tech geeks to join the anti-terror battle.
The ad campaign is also intended to change the organization's image. Do you think it's investigations and dark rooms? No, it's high-tech! Advanced technology! Software development!
Which PR move we learn?
Wish to change your organization's image? Launch employment campaign.

Monday, August 21, 2006


All the media in Israel are talking about establishing a committee of inquiry to look into the management of the war in Lebanon.
The discussion is about the type of committee to be set up. Should it be an independent committee of inquiry? A full-blown state commission of inquiry? A hybrid type of committee, set up by the cabinet, with less power? Remember: one committee is set up already - that of defense minister Amir Peretz.

So, be sure: after each war there will be plenty of committees. Each committee will get a full coverage. PR is everything. Each group will promote its view, its interest & its PR image.

Thursday, August 17, 2006


"Doctor Zhivago", a Nobel Prize book from Boris Pasternak.
What is the original problem? You are a poet, you need to promote your poetry. However, you cannot advertise it in a straightforward, direct, outspoken way: this is not a cola drink to pay thousands of bucks for usual, conventional ad campaign. Besides, it is a good style for a poet to be humble.
So you wish to advertise it without advertising it. Then you compose a novel, and the lead character is a poet, his verses are in fact your verses. Then you can even arrange some discussion around the hero's (in fact: yours) poetry inside the novel.
So we learn the PR move: Wish to promote your production? Invent a situation, create circumstances when it is not you who promotes your production, however, it is some other person.

Saturday, August 12, 2006


What does it mean "to have an adequate conception of the reality"?
Suppose, I have been robbed, or got a traffic accident, or some other trouble. I am going to the police station to make a complaint. Now I have two options.
First, I can imagine how I will meet a clever policeman. He will puff at his pipe, like Sherlock Holmes, listen to me attentively, take my case with great interest, show his consideration for me and do his best to solve my problem. Unexpectedly I meet a strange lack of interest. They try to explain me that I am just misdirected, I have got to the wrong door. Moreover, sometimes I even hear that I have not delivered enough information and this is my fault: "Imagine, how can we catch your offender if we don't know his name? And even you don't! How can we fill in the file? Without knowing neither his name, nor his address!". At this statement I open wide my mouth and hence present myself as a perfect nerd - thus provoking them to being even more confident.
The second option is to know the reality. In every epoch, every country police never likes to receive complaints. Then I go to the police station being prepared. I explain them quietly and calmly that their legal duty is to accept every complaint. Even one seeming stupid. So I present myself as a confident person knowing the laws and reality.
That is the difference between two conceptions of the reality: not adequate and adequate.

Saturday, August 5, 2006


When there is no crisis, no war, you may get impression that the modern Welfare State can solve most of the problems. It can take care of poverty, of health, of education, of dwelling.
However, in the time of crisis, we see the State forgetting the poor.

Hurricane Katrina devastated New Orleans in 2005. The 2000 U.S. census put New Orleans's population at 484,674, but Hurricane Katrina in 2005 caused the city's evacuation. Population estimates as of June 2006 range from 192,000 to 230,000.

Today the people in the North of Israel can move to the South and escape from the rockets. If they have money to dwell in a hotel during several weeks. If they have not, the best advise they get from the government is to sit in the shelter.

Sunday, July 30, 2006


Reality itself means nothing, PR means everything.
These days we can read in the media on "a great public relations move" at Guantanamo Bay. On "a nice PR move" of a Canadian Prime Minister. On "a dumb PR move" of top executives at oil giant Shell.
What is "a great PR move"? "a dumb PR move"? "a gimmicky PR move?" "an excellent move?" What makes it great or dumb? This project is about it.
This project is about to gather the people's experience. What makes PR moves effective? The research proceeds from the practice, from the facts, from the reality.