The Dynamics Of Jewish Public Relations
The Varying Forms Of Jewish PR
In the world of public relations, there are two core kinds of activity. The pitching of stories for favorable press coverage is more run of the mill, while crisis communications, public affairs, and incident response is a specialized and highly nuanced practice area. Gaining earned media in relevant print or online publications to move the marketing needle is common throughout audiences and is not unique to the Jewish market. Granted, knowing the most relevant publications and leveraging established relationships with journalists and thought leaders is beneficial, but the strategies are more straightforward. In contrast, the science of crisis communications and how to strategically navigate under pressure is of particular application when it comes to the Jewish segment.
The Digital Revolution Has Made Crisis PR Even More Essential
In our digital-first world, when any brand, organization, or figure can be thrust into the online conversation on a whim, the role of crisis communications and PR is more vital than ever. Whether concerning the new focus on Environmental, Social, and Corporate Governance (ESG), or some other misstep, the need to respond to these scenarios has become more common than ever. Understanding the dynamics of the conversation related to the Jewish audience and responding in a manner that will help move things positively adds immense value and reduces damage.
Scenario Specific Tailoring Is Crucial
Aside from being more common than ever, the vectors of attack from a Jewish public relations perspective are more numerous as well. Whereas in the past, communications professionals had to focus mostly on press coverage that could be handled in a generally focused fashion; now, any social media user can set off quite a firestorm. The strategies for navigating press relations and a social media crisis are different and require a tailored approach.
Message Amplification Is Often Overlooked
Depending on the nature of the crisis, amplification of the communications message is an often overlooked but potentially valuable aspect of a holistic Jewish public relations strategy. Propagation of messaging via web properties, social media, and paid targeted ads can go a long way in reaching the right Jewish audience and moving the needle in the right direction. Here too, navigation must be wise and curated based on the factors at play, including challenge type and identified goals.
Vetting & Clearance Goes A Long Way
While it is true that there will always be unforeseen Jewish public relations challenges that arise, making vetting and clearance of marketing materials and public statements a mainstay goes a long way in reducing risk. An area where we see significant room for stumbles is in the context of Jewish advertising campaigns of an offering with a sensitive component. For example, when marketing a treatment that addresses a genetic disease with a higher rate among a specific Jewish group, messaging should be crafted that is not opportunistic but more of a helpful angle. Even for more benign offerings, there are considerations to be had. Take the instance of the naming of a makeup product after Anne Frank and the subsequent backlash. From our vantage point, a conversation about the gain versus loss equation for this product’s naming would have resulted in a different branding choice. Often these are simple and innocuous bungles that caused wholly unnecessary brand damage and distraction.
Proactive Over Reactive
Along the same theme previously outlined of vetting and clearance, taking a proactive over the reactive approach to Jewish public relations and crisis communications is always the preferred route. Involving Jewish community thought leaders, organizations, and the press goes a long way in avoiding miscommunication, innuendo, and misunderstanding. Through a holistic approach, returns on Jewish marketing and a focus on the Jewish audience often bring positive returns.
