The article ANNALS OF MARKETING by ARON HELLER is talking about revealing new sides: liberal, cool and funky – of a country's international image. Call it "a new face", or "framing a new look", or "rebranding", or "an image makeover". You may call it image marketing. In this case he is talking about Israel. The following PR moves should be reminded:
1. Sending unofficial envoys to improve an international image; focusing on their personal stories to create basic empathy.
2. Portraying Israel as a desirable tourist destination.
3. Sending women, Ethiopian immigrants and Israeli Arabs into high-profile positions.
4. Presenting Israel as a vibrant, modern society - with recent Nobel Prize winners in chemistry and economics, cutting-edge medical industries and innovative companies traded on NASDAQ.
5. Shifting away from the conflict and focusing instead on Israel's successes in business, medicine, science and technology. Separating the issue of policy and everything else. Reporting exclusively on Israeli achievements and non-conflict issues.
The PR move to reframe a country's international image is to reveal its new sides: liberal, cool and funky.