The two men have been hired by a group of American Jews who believe Israel’s public relations in the United States needs improvement, and that Carville and Greenberg are the right men for the mission.
Ministry officials said they expect the consultants to provide them with a specific outline of public relations strategy and estimate of how much such a campaign would cost. It is unclear whether the American Jews will pay the costs of a media campaign as well, or expect the Israeli government to bear all or part of the cost.
Meir said the two consultants do not represent any particular political position. But it is difficult for many Israelis to disassociate them from the left, since they are best known in Israel for advising Barak, and because of their partnership with former Barak advisers Moshe Gaon and Tal Zilberstein.
Others, particularly those close to former Prime Minister Benjamin Netanyahu, have charged that the two Americans are being brought in to shore up the Sharon government’s image, in anticipation of a struggle inside the Likud. In an interview on Israeli television, Carville said, “I’m not working for any politician here, I am working for Israel.
“The wonderful thing about this country is that it’s the only country in the Middle East that changes governments every once in a while.” Carville insisted he has “no desire” to return to working on projects related to internal Israeli politics.