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Message: <br /><br /> If you are having trouble reading this email, you may view this article online at: http://www.jweekly.com/18484/full/18484/amid-crisis-israeli-consulate-steps-up-outreach/ <br /><br /> <b>Amid crisis, Israeli Consulate steps up outreach</b> <br /> Friday, September 20, 2002 | by <p>ALEXANDRA J. WALL </p> <br /><br /><p>Admittedly, Saar Pelles and his colleagues have a tough sell these days.<br /><br /> At the Consulate General of Israel in San Francisco, they are faced with promoting the image of a country that, more often than not, is associated with exploding buses, if not tanks.<br /><br /> And as the director of marketing and public relations, Pelles, 29, is working closely with three of his colleagues—under the direction of Consul General Yossi Amrani and the foreign ministry—to raise the visibility of the Israeli Consulate in the region. They want the consulate to be more proactive, more influential and more important.<br /><br /> They are loath to call it a marketing campaign because that implies one rife with propaganda. But they are on a mission to get Israel to be viewed as they see it: as a thriving, modern country with much to offer the world. As a place where, despite the violence, life goes on.<br /><br /> "My focus is not changing the negative image of Israel," said Pelles, "but bringing awareness of what is happening there, and bringing things from Israel to life."<br /><br /> Two years of warlike conditions, though, have taken a toll in more than just casualties. The constant stream of news that focuses on violence and bloodshed has tired people out. In addition, said Amrani, "people get a limited perception of Israel on CNN. There is so much culture, so much happening in fields like agriculture and science. Part of our agenda is to create events that focus not only on the conflict."<br /><br /> In short, the consulate's plan to increase its visibility includes speaking engagements, which Amrani and Vice Consul Gil Lainer constantly do; reaching out to new constituents; holding a multitude of events, both political and cultural; and increasing its cooperation with the organized Jewish community. It also hopes to increase its presence on college campuses.<br /><br /> Donny Inbar, the cultural affairs attaché, has his calendar filled with dates of Israeli cultural events, even more than last year. While some are familiar names to those who follow Israeli pop culture—like Chava Alberstein and David Broza—others are much less mainstream.<br /><br /> For example, the one-woman show coming later this month called "Present Moment," about a young kibbutznik woman who goes to a Vipassana meditation retreat in Thailand.<br /><br /> And one event they are particularly proud of: Jewish cellist Inbal Megiddo and Arab pianist Saleem Aboud-Ashkar, who participated in a project initiated by Daniel Barenboim and Yo-Yo Ma, will perform together in January.<br /><br /> That these two are even touring together—especially now—makes it a political event, noted Inbar. "The fact is that Jews and Arabs can still create together," he said. "The art world is a kind of no-man's land where dialogue can keep happening."<br /><br /> Inbar also pointed to multiple happenings in Berkeley—including an exhibit by Yehudit Sasportas at the Berkeley Art Museum.<br /><br /> "It's great when non-Jewish institutions invite Israeli artists," he said, "that's the best."<br /><br /> All of these events can be found on the consulate's Web site—<a href="http://www.israeliconsulate.org">http://www.israeliconsulate.org</a><br /><br /> But cultural activities are only one part of the consulate's plan. It also hopes to improve its outreach to different communities, Jewish and non-Jewish, including gays and lesbians as well as Russian Jews, a group Amrani describes as "a strong community with strong convictions."<br /><br /> Israel is a country where "gay culture is flourishing," Amrani said. "They are powerful and politically motivated. I'm not sure Israel is very important on their agenda, but we cannot ignore them."<br /><br /> The consulate also plans to reach out to the progressive community as a whole.<br /><br /> "There are people who are concerned about human rights issues, quality of life for the Palestinians and their right to self-determination," said Amrani. "Most Israelis share these concerns. Though challenged, harmony is very much alive, and we want to bring speakers and create cultural events to project that message."<br /><br /> Nurturing existing Israel supporters is another large part of the outreach effort. Since some members of Temple Beth Jacob in Redwood City founded the Bay Area's first Israel Action Committee last year, that number has mushroomed to 30.<br /><br /> Amir Segev-Sayag, the public information officer at the consulate said that dealing with such activists is for him, the most satisfying part of his job. "There are such amazing people, investing their free time to do something," said Segev-Sayag. "They feel for Israel from the bottom of their hearts."<br /><br /> When someone calls to offer either support or criticism of Israel, if they leave a phone number, Segev-Sayag will always return the call. "For many of those against us, by the end of the conversation, they'll say 'I'm still against you, but I need to educate myself. I don't know enough.'"<br /><br /> It's a small victory, Segev-Sayag concedes, but still, it's worth the effort. "This is why each conversation is very important to me." (His phone number is 844-7505.)<br /><br /> The consulate is planning an Israeli-issues education day, organized by Pelles, who serves as a liaison between the consulate and various members of Congress and their district office staffs.<br /><br /> Pelles also feels there isn't enough cooperation between the consulate and the rest of the Jewish community. While groups like the American Israel Public Affairs Committee and the Jewish Community Relations Council are important, he said, only the consulate can bring a perspective to an event that is uniquely Israeli.<br /><br /> "I want to get everyone working together for the same cause," said Pelles. "And it's important for the consulate to be a part of it."<br /><br /> This all might sound rather daunting. Especially for a guy who, back in Israel, was touting the virtues of a world-class spa at the Dead Sea or a luxury hotel in Tel Aviv. But Pelles said he is up to the challenge.<br /><br /> "A challenge is something good; it makes you better," he said.<br /><br /> Living in the Bay Area for the past two years—where there is such a diversity of views on the Middle East situation—has "brought me closer to my country," he said, "closer than I could imagine. It's made me even more of a believer in where I come from."<br /><br /> He continued: "I want every Jewish person in the world to have unconditional support for Israel. That doesn't mean no criticism—that's the only way democracy can exist."<br /><br /> "But," he explained, "unconditional support means to believe in the country, to ache when the country is hurting and to understand the need and struggle for its existence."</p> <p> </p>

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