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Source: http://www.theage.com.au/world/israel-admits-to-an-image-crisis-20090703-d7u3.html
Israel Weighs PR Offensive
[The Age-Australia] Jason Koutsoukis - Israeli Prime Minister Benjamin Netanyahu's communications chief, Ron Dermer, told The Age that it's time Israel switched its PR strategy from defense to offense. "It is not enough for Israel to say that it wants peace. You must also say that you are not a thief. We did not steal another people's land. That is the core of this conflict," he says. "Once the Palestinians accept that we, the Jews, are here by right, that we are not foreign colonialists and we're not invaders...then we're in real negotiations." Israel has to start shaming those countries and organizations that hold Israel to a different standard, Dermer says. "(People) who get together to call for a boycott against Israel, are they also calling for a boycott against North Korea, the world's largest concentration camp? Against Iran, where they hang homosexuals?"