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Israel Needs Good Bloggers and Jokes, Says Ex-Sharon Spokesman
[Jewish News Weekly of Northern California] Joe Eskenazi - Former Israeli spokesman Ra'anan Gissin knows how to serve as an effective spokesman. "If you want to have your words remembered, you have to use all the tricks in the book to do that - word associations, stories, sometimes mimicking....This is a world where people zap through everything. There are 100 channels on television, and people don't remember what you say." Currently out of government, Gissin is working on a yearlong research project at the Herzliya Institute on ways to spread Israel's message despite an "indifferent and often hostile media." For example, Gissin said, instead of giving a diatribe about Islamic terror and Israel's virtues, why not try telling a couple of jokes? "You can make the same message by retelling 4,000 years of Jewish history and boring [your audience] or by telling two good jokes in 30 seconds." "Young people, bloggers, could do a marvelous job of this counter-insurgency warfare in the media without using weapons," he adds.