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.
Friday, September 8, 2006
CHANGING ORGANIZATION'S PR IMAGE
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