The Israel foreign ministry has launched a campaign to better their military’s image. In doing so, they will have a larger support base and possibly greater participation. The campaign is called “Operation Warm Winter”. What I notice first about this campaign are the strategies used.
The campaign is entirely based on getting sympathy from the Israelis as well as the international community. The foreign ministry is focusing on the fact that Israel is constantly being assaulted by Qassam rockets. The campaign points out exact numbers and frequencies of the assaults in order to get the point across.
It seems that the foreign ministry’s only strategy is using the sympathy card. In drawing the audience’s attention to the number of assaults on Israel, it sheds an almost innocent light on the military. It does not, in any way, focus on their wrongdoings.
In this campaign the foreign ministry is relying on the media to get the word out to the public. I can see this being very successful because it is current enough to be news and people naturally have a soft spot for others involved in war. I think it is a good strategy and I am interested to see a public reaction.
Press Release:
Israel starts military PR campaign
Published: March 2, 2008 at 9:24 PM
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The Israeli foreign ministry has started a public relations campaign aimed at boosting Israel's military image.
The effort, dubbed "Operation Warm Winter," is designed to show the international community that Israel is being assaulted almost incessantly by Qassam rockets, Ynetnews reported Sunday.
Foreign Minister Tzipi Livni and the executive director of the foreign minister's office have sent a manual to all 97 Israeli consulates and embassies abroad outlining the PR offensive.
The manual states that representatives of the Israeli government should tell the media that "since Wednesday of last week more than 150 rockets and missiles were fired at Israel, leaving more than 250,000 of its citizens at the mercy of incessant rocket salvos," the Web site reported.
Foreign Ministry Spokesman Aryeh Mekel told Ynetnews the Palestinians fire Qassam rockets at civilians regularly.
"They fire Qassams at shopping centers, hospitals, schools and other civilian targets," he was quoted as saying.
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