5WPR CEO Says: Official Israel Defense Spokesperson — Get It Right on Twitter


Ze’ev Jabotinsky: who is considered one of the most influential Zionist thinkings ever: wrote in 1932: “ The work of the publicist is a legacy from the Prophets of Israel…Our passion is to speak, to proclaim–“Shouting” is what the same audience calls it, ‘we have no need for words, give us actions.’ One thing that audience forgets is that speech is also an action — Perhaps the most authentic of all other actions. Cities have been destroyed, and more will fall, but what was shouted in the wilderness thousands of years ago is alive and still relevant. The world was created by the Word. The world will be mended by the Article.”

With these words in mind, reviewing the Twitter account of Avital Leibovich, the “official Israel Defense Forces Spokesperson to the international press” at: http://twitter.com/avitalleibovich: is an embarrassment.: : Her action for the Israeli Army is speech as Jabotinsky described — yet she is failing miserably at least on twitter.

Leibovich rarely tweets, and when she does we read slang like “Mazal Tov ya azizi on your birthday”, and she doesn’t use spaces after periods.: : : Why she isn’t tweeting: pro-Israel content all day is beyond me – She should be contributing tweets that reporters would quote in stories, like every single other “spokesperson” in the world does.: : Twitter is a key component of media these days.

Her twitter picture is weird, fuzzy and out of focus. I don’t blame her personally — but the State of Israel which is in a perpetual state of war must always recognize that Public Relations today is a function of war. As CEO of5WPR, a top 25 US PR firm I’d be happy to personally train her on the use of digital media – but someone needs to fix this soon.

I hope and pray for the sake of the State of Israel this will improve.

Ronn Torossian: is CEO of and author of “For Immediate Release.”

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