8/11/2019 The Israel Projects 2009 Global Language Dictionary 1/116The Israel Projects 2009GLOBAL LANGUAGEDICTIONARY8/11/2019 The Israel Projects 2009 Global Language Dictionary…
The Israel Project’s 2009 Global Language Dictionary - [PDF Document] Log in Upload File Most Popular Study Business Design Technology Travel Explore all categories the israel project’s 2009 global language dictionary Home Documents The Israel Project’s 2009 Global Language Dictionary The Israel Project’s 2009 GLOBAL LANGUAGE DICTIONARY !"#$%"&' #) *+% ,-".%/ !"#0%1&2 3#& )#" 45-&"567&5#8 #" $76/51.&5#82 9::;2 9 TABLE OF CONTENTS Page PREFACE 3 CHAPTER 1: 25 RULES FOR EFFECTIVE COMMUNICATION 4 CHAPTER 2: A GLOSSARY OF WORDS THAT WORK 19 CHAPTER 3: HOW TO TALK ABOUT PALESTINIAN SELF GOVERNMENT & PROSPERITY 21 CHAPTER 4: ISOLATING IRAN-BACKED HAMAS AS AN OBSTACLE TO PEACE 33 CHAPTER 5: THE LANGUAGE OF TACKLING A NUCLEAR IRAN 39 CHAPTER 6: GAZA: ISRAEL’S RIGHT TO SELF DEFENSE AND DEFENSIBLE BORDERS 45 CHAPTER 7: PEACE: THE CENTRAL MESSAGE 59 CHAPTER 8: SETTLEMENTS 62 CHAPTER 9: JERUSALEM 65 CHAPTER 10: LOAN GUARANTEES & MILITARY AID 67 CHAPTER 11: THE SECURITY FENCE & CHECKPOINTS 69 CHAPTER 12: THE RIGHT OF RETURN = THE RIGHT OF CONFISCATION 75 CHAPTER 13: THE UNITED NATIONS 80 CHAPTER 14: TALKING ABOUT ARAB-ISRAELIS 83 CHAPTER 15: TALKING ABOUT CHILDREN AND THE CULTURE OF HATE 84 CHAPTER 16: LESSONS TO LEARN FROM PRESIDENT OBAMA’S LANGUAGE 87 CHAPTER 17: TALKING TO THE AMERICAN LEFT 90 CHAPTER 18: ISRAEL ON CAMPUS COMMUNICATIONS 99 APPENDIX I: THE TOUGHEST QUESTIONS 103 APPENDIX II: THE HAMAS COVENANT 107 APPENDIX III: IMPORTANT FACTS 108 APPENDIX IV: POSTERS THAT WORK 112 !"#$%"&' #) *+% ,-".%/ !"#0%1&2 3#& )#" 45-&"567&5#8 #" $76/51.&5#82 9::;2 < PREFACE A PERSONAL MESSAGE FROM THE AUTHOR I wrote my first Language Dictionary for The Israel Project in 2003. Since that time, Israel has had three Prime Ministers, several stalled peace initiatives, found itself the victim of attack from its northern and southern borders, and has suffered greatly in the court of public opinion. On the other hand, the daily suicide bombings have stopped, and Hamas & Hezbollah have shown themselves to be the brutal terrorist organizations that Israel has warned about. The more things change, the more they stay the same. All of the material in this document is new or updated based on research conducted in 2008 and 2009. Some of the language will be familiar; most of the “Words That Work” boxes come from Israeli representatives and spokespeople. But, the polling, strategic recommendations and guidance are all based on the current situation. I hope that advocates for Israel will benefit from the massive amount of work that went into the creation of this booklet. I also hope that this will be the last Israel Language Dictionary I ever have to craft. And remember, it’s not what you say that counts. It’s what people hear. Dr. Frank Luntz April 2009 FROM THE ISRAEL PROJECT On behalf of our board and team, we offer this guide to visionary leaders who are on the front lines of fighting the media war for Israel. We want you to succeed in winning the hearts and minds of the public. We know that when you achieve your mission that you are helping both Israel and our global Jewish family. Thus, we offer these words with our sincerest wishes for your every success. May your words help bring peace and security to Israel and the Jewish people! Sincerely, Jennifer Laszlo Mizrahi Founder & President www.theisraelproject.org !"#$%"&' #) *+% ,-".%/ !"#0%1&2 3#& )#" 45-&"567&5#8 #" $76/51.&5#82 9::;2 = CHAPTER 1: THE 25 RULES FOR EFFECTIVE COMMUNICATION This manual will provide you with many specific words and phrases to help you communicate effectively in support of Israel. But what is the big picture? What are some general guidelines that can help you in your future efforts? Here are the 25 points that matter most: 1) Persuadables won’t care how much you know until they know how much you care. Show Empathy for BOTH sides! The goal of pro-Israel communications is not simply to make people who already love Israel feel good about that decision. The goal is to win new hearts and minds for Israel without losing the support Israel already has. To do this you have to understand that the frame from which most Americans view Israel is one of “cycle of violence that has been going on for thousands of years.” Thus, you have to disarm them from their suspicions before they will be open to learning new facts about Israel. The first step to winning trust and friends for Israel is showing that you care about peace for BOTH Israelis and Palestinians and, in particular, a better future for every child. Indeed, the sequence of your conversation is critical and you must start with empathy for BOTH sides first. Open your conversation with strong proven messages such as: “Israel is committed to a better future for everyone – Israelis and Palestinians alike. Israel wants the pain and suffering to end, and is committed to working with the Palestinians toward a peaceful, diplomatic solution where both sides can have a better future. Let this be a time of hope and opportunity for both the Israeli and the Palestinian people.” Use Empathy: Even the toughest questions can be turned around if you are willing to accept the notion that the other side has at least some validity. If you begin your response with “I understand and I sympathize with those who…” you are already building the credibility you will need for your audience to empathize and agree with you. Indeed, if the heart of your communications is a chorus of finger pointing of “Israel is right, they are wrong” then you will lose more support for Israel than you will gain. Some people who ALREADY support Israel may nod their heads and say “way to go,” but people who are not already supportive of Israel will be turned off. prev next out of 116 Upload: christ-is-back Post on 03-Jun-2018 283 views Category: Documents 0 download Report Download Facebook Twitter E-Mail LinkedIn Pinterest Embed Size (px): 344 x 292 429 x 357 514 x 422 599 x 487 <iframe src="https://vdocuments.mx/embed/v1/the-israel-projects-2009-global-language-dictionary" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; margin-bottom:5px; max-width: 100%; overflow: hidden; width: 599px; height: 487px;" allowfullscreen></iframe> TRANSCRIPT 8/11/2019 The Israel Projects 2009 Global Language Dictionary 1/116 The Israel Projects 2009GLOBAL LANGUAGE DICTIONARY 8/11/2019 The Israel Projects 2009 Global Language Dictionary 2/116 !"#$%"&' #) *+% ,-".%/ !"#0%1&2 3#& )#" 45-&"567&5#8 #" $76/51.&5#82 9::;2 9 TABLE OF CONTENTS Page PREFACE 3 CHAPTER 1: 25 RULES FOR EFFECTIVE COMMUNICATION 4 CHAPTER 2: A GLOSSARY OF WORDS THAT WORK 19 CHAPTER 3: HOW TO TALK ABOUT PALESTINIAN SELF GOVERNMENT & PROSPERITY 21 CHAPTER 4: ISOLATING IRAN-BACKED HAMAS AS AN OBSTACLE TO PEACE 33 CHAPTER 5: THE LANGUAGE OF TACKLING A NUCLEAR IRAN 39 CHAPTER 6: GAZA: ISRAELS RIGHT TO SELF DEFENSE AND DEFENSIBLE BORDERS 45 CHAPTER 7: PEACE: THE CENTRAL MESSAGE 59 CHAPTER 8: SETTLEMENTS 62 CHAPTER 9: JERUSALEM 65 CHAPTER 10: LOAN GUARANTEES & MILITARY AID 67 CHAPTER 11: THE SECURITY FENCE & CHECKPOINTS 69 CHAPTER 12: THE RIGHT OF RETURN = THE RIGHT OF CONFISCATION 75 CHAPTER 13: THE UNITED NATIONS 80 CHAPTER 14: TALKING ABOUT ARAB-ISRAELIS 83 CHAPTER 15: TALKING ABOUT CHILDREN AND THE CULTURE OF HATE 84 CHAPTER 16: LESSONS TO LEARN FROM PRESIDENT OBAMAS LANGUAGE 87 CHAPTER 17: TALKING TO THE AMERICAN LEFT 90 CHAPTER 18: ISRAEL ON CAMPUS COMMUNICATIONS 99 APPENDIX I: THE TOUGHEST QUESTIONS 103 APPENDIX II: THE HAMAS COVENANT 107 APPENDIX III: IMPORTANT FACTS 108 APPENDIX IV: POSTERS THAT WORK 112 8/11/2019 The Israel Projects 2009 Global Language Dictionary 3/116 !"#$%"&' #) *+% ,-".%/ !"#0%1&2 3#& )#" 45-&"567&5#8 #" $76/51.&5#82 9::;2 As these results from The Israel Projects polling clearly show, the media is the top source of information on the Middle East for the vast majority of Americans. Television, followed by newspapers and radio dominate the other sources that many believe are critical. One lecture simply cant compete with 4.3 hours of television per day. Pro-Israel leaders need to make sure that solid and TV-worthy stories are pitched and delivered to the media on a regular basis. If you want to persuade, you need to go where the people areand that is on television and inother media. Dont hesitate to reach out to your local reporters and media outlets to speak with them about Israel. 17) K.I.S.S. and tell and tell again and again. A key rule of successful communications is Keep It Simple, Stupid. Successful communications is not about being able to recite every fact from the long history of the Arab-Israeli conflict. It is about pointing out a few core principles of shared valuessuch as democracy and freedomand repeating them over and over again. Have I written often enough yet that you need to start with empathy for both sides,remind your audience that Israel wants peace and then repeat the messages of democracy, freedom, and peace over and over again? For those not already pro-Israel,but who belong to the category of persuadables, we need to repeat the message, onaverage, ten times to be effective. Go back to the message triangle and practice bridgingto your message on Israel. 18) Avoid analysis paralysis and be pro-active. This is the tendency to blame everythingand anything bad that happens to Israels cause on the media and then to do nothing 8/11/2019 The Israel Projects 2009 Global Language Dictionary 16/116 !"#$%"&' #) *+% ,-".%/ !"#0%1&2 3#& )#" 45-&"567&5#8 #" $76/51.&5#82 9::;2 B? else. It is a terrible disease that can cripple pro-Israel organizations with a thousandmeetings and no results. Instead, Focus on the Persuadables. Of course, as pro-Israel leaders and activists you must spend considerable time and energy in what we in politics call the care and feeding of the base. But, you must recognize that there are three kinds of people in how they view Israelthose who are with us and will always be with us, those who are against us and who will always be against us, and those who are persuadable. Your communications efforts should always focus on transporting the persuadables from a less favorable position on Israel to a more favorable position on Israel. 19) Its not just what youre against its what youre FOR that matters. The publicdemandsprogress. It doesnt have to move at light speed. One day doesnt always haveto be better than the next. But the public turns off immediately whenever they perceivethat one side has dug its heels in and refuses to remain committed to the overall missionof making progress towards peace. There are no excuses no matter what is happeningin the Middle East, you have to advocate how you remain committed to peace. If youreonly ever againstthings even if they are things like suicide attacks, rocket firings, orinequality of rights then youll never have the publicforyou. Similarly, avoid putting things in terms of not. Tell the people what you arefor.Use positive, active terms. Dont say your goal is notto do this or to avoidthat. 20) Start your message, press release, sound bite, or debate segment with your best, positive message. Credibility is so difficult to achieve but so easy to lose in debatesabout these issues. This is especially true in the first words you say or write. Peoplemake snap decisions about whether they find you to be credible, authentic, empathetic, or sincere. Time after time in group after group, we see good words go without impactbecause a speaker puts his foot in his mouth at the outset, rather than his best faceforward. Start with positive themes likepeace, mutual respect, empathy for the plight ofPalestinians and their children, and the like. 21) Concede a point. Look for opportunities in every TV debate or interview to concede apoint to the interviewer or debate partner. It doesnt have to be a major point. The pointisnt to undermine some essential plank of Israels foreign policy platform. But thesimple words you make a good point do wonders among an audience. 22) Never, never, NEVER speak in declarative statements. Never. Americans and Europeans think in shades of gray especially when it comes to conflict in the Middle East. They believe both sides are to blame, both sides are responsible for making sacrifices for peace, and both sides do have a positive story to tell. So every time you say every, totally,always, never,or the like, the reaction is immediate and negative. Soften the tone just a little bit and youll keep them tuned in. 8/11/2019 The Israel Projects 2009 Global Language Dictionary 17/116 !"#$%"&' #) *+% ,-".%/ !"#0%1&2 3#& )#" 45-&"567&5#8 #" $76/51.&5#82 9::;2 B@ WORDS THAT DO NOT WORK Two statements from Israeli spokespeople that turned listeners off: 1. I can promise you that if there will be no agreement in2008, it would not be the fault of the Israeli government. 2. Those who think that the conflict is driven by an Israeli desire to hold onto territories are totally wrong. 23) Acknowledge the complexities of the situation and attempt to simplify and clarify.The public believes that the issues that cause conflict between Israelis and Palestiniansare complex and date back hundreds or thousands of years. They agree that there aremany different sticking points that need to be negotiated. Yet while theproblemsare complex, they want thesolutionsto be simple: Peace.Mutual respect. Two nations living side by side. Children growing up without fear for their safety. These are all simple concepts that Americans want all sides to agree on ascentral goals. WORDS THAT WORK The situation in the Middle East may be complicated, but all parties should adopt a simple approach: peace first, political boundaries second. 24) Dont try to stack your credibility up against the medias. Yes, the press almost nevergets the story completely right and they often get it mostly wrong. And yes, many inthe media have an agenda against Israel. However, many more do not. Also, Americanshave no love lost for their own medias lack of bias. Nevertheless, Americans trust themedia to report the situation in the Middle East more accurately than eitherIsrael or thePalestinian government. Do not attempt to impeach the credibility of a media report headon. Youll just end up undermining you own. Heres an example of what notto do: WORDS THAT DO NOT WORK With all due respect, check your data. And, you know, dont write a story that doesnt hold water. Actual answer by an Israeli politician on live television 25) Also, dont try to stack your credibility up against the global communitys. Yes,much of the world and many influential members of the United Nations are hostile toIsraels existence. But the public doesnt want to hear Israeli politicians complain about 8/11/2019 The Israel Projects 2009 Global Language Dictionary 18/116 !"#$%"&' #) *+% ,-".%/ !"#0%1&2 3#& )#" 45-&"567&5#8 #" $76/51.&5#82 9::;2 BA this fact. The Israel-against-the-world, woe-are-we approach comes across as divisive.While you should be making the case for why a stable Israel is goodfor the world,messages like this just isolate you more: WORDS THAT DO NOT WORK If we were to listen to all of what the world says, Im not sure that we would be a sovereign state or where we are today. 26) Mutualityis a key concept. We close with one more plea to humanize, empathize, and stress the equal needs for a better life for two equal peoples. The world sees Israel and the Palestinians on completely different plains and this is why they allow/ignore Palestinian crimes against Israel. Its David vs. Goliath only this time the Palestinians are seen as David. Using the mutual context puts both parties on the same level and that is important in communicating the Israeli position. Here are the phrases to use: -- Mutual respectis even better than tolerance. -- Living together, side by side, in peace -- Israelis and Palestinians both have a RIGHT to The more you stress that bothsides have equal rights, the better. -- Cooperation, Collaboration, and Compromise. All three words work to describe the relationship that Europe and America want Israelis and Palestinians to have. We recommend you use all three because the sound repetition drives the point home with three times the effectiveness. Bottom line: What will happen if we fail to get the world to care about the fact that Israeli parents in southern Israel need to literally dodge rockets when they drive their children to kindergarten in the morning? What will happen if the world allows Iran, the worlds largest state sponsor of terrorism, to get nuclear weapons? What will Israel do if bad press causes American citizens to ask our government to turn its back on Israel? Why do I care so much about the success of your communications efforts? I care because I never want our children to live through what my family and yours lived through in the Holocaust. People in Israel depend on us. Together, we can use strategic communications to make Israel and all Jews safer and more secure. 8/11/2019 The Israel Projects 2009 Global Language Dictionary 19/116 !"#$%"&' #) *+% ,-".%/ !"#0%1&2 3#& )#" 45-&"567&5#8 #" $76/51.&5#82 9::;2 B; CHAPTER 2: A GLOSSARY OF WORDS THAT WORK "What the world cannot remember the Israelis cannot forget." -- Mort Zuckerman For the first time in our communication effort, we have provided an A-Z glossary of specific words, phrases, and concepts that should form the core of any pro-Israeli communicationeffort. Accountability. It is surprising that the value Americans want most in their own government has not been used by Israeli spokespeople to describe whats needed in the current dialogue. Stop using confidence-building measuresand start using accountabilityto describe whats needed most within the Palestinian government(s). Building: Never talk about givingthe Palestinians something. It sounds too paternalistic. Instead, talk about buildingbecause it suggests a step-by-step, layer-by- layer improvement in conditions. Givingreminds people that youre in the strongerposition and that creates more sympathy for the plight of the Palestinians. Children: As often as possible, make the stakes of achieving peace about providing a future for bothPalestinian and Israeli children in which they can live, learn, and grow up without the constant fear of attack. Come to Jerusalem to work for peace:The visual symbolism isnt lost on American ears. Its an active challenge to turn words into deeds. Cooperation, collaboration, and compromise:This is how Americans believe the conflict must be solved. When you give a little, you get a lot. Deliberately firing rockets into civilian communities: Combine terrorist motive with civilian visuals and you have the perfect illustration of what Israel faced in Gaza and Lebanon. Especially with regard to rocket attacks but useful for any kind of terrorist attack, deliberateis the right word to use to call out the intentbehind the attacks. This is far more powerful than describing the attacks as random. Economic Diplomacy: This is a much more embracing and popular term than the current lexicon of sanctions.It has appeal across the political spectrum: the tough economic approach appeals to Republicans, and the diplomacy component satisfies Democrats. Economic Prosperity: Whenever Israel talks about the economic prosperityof the Palestinians, it puts Israel in the most positive light possible. After all, who can disagree? Examples of Peace Efforts: Constantly cite Israels past efforts and sacrifices for peace with moderate Arab leaders also willing to work for peace. But dont dwell on the past. 8/11/2019 The Israel Projects 2009 Global Language Dictionary 20/116 !"#… truncated (72,858 more characters in archive)