Belfast Telegraph

Sunday 21 September 2014

Israel-Gaza conflict: The secret report that helps Israelis to hide facts

Secretary General of The United Nations Ban Ki- Moon (L) and Israel Prime Minister Benjamin Netanyahu shake hands after a press conference on July 22, 2014 in Tel Aviv, Israel. (Photo by Lior Mizrahi/Getty Images)
Secretary General of The United Nations Ban Ki- Moon (L) and Israel Prime Minister Benjamin Netanyahu shake hands after a press conference on July 22, 2014 in Tel Aviv, Israel. (Photo by Lior Mizrahi/Getty Images)

Israeli spokesmen have their work cut out explaining how they have killed more than 1,000 Palestinians in Gaza, most of them civilians, compared with three civilians killed in Israel by Hamas rocket and mortar fire.

But on television and radio and in newspapers, Israeli government spokesmen such as Mark Regev appear slicker and less aggressive than their predecessors, who were often visibly indifferent to how many Palestinians were killed.

There is a reason for this enhancement of the PR skills of Israeli spokesmen. Going by what they say, the playbook they are using is a professional, well-researched and confidential study on how to influence the media and public opinion in America and Europe.

Written by the expert Republican pollster and political strategist Dr Frank Luntz, the study was commissioned five years ago by a group called The Israel Project, with offices in the US and Israel, for use by those "who are on the front lines of fighting the media war for Israel".

Every one of the 112 pages in the booklet is marked "not for distribution or publication" and it is easy to see why. The Luntz report, officially entitled "The Israel project's 2009 Global Language Dictionary, was leaked almost immediately to Newsweek Online, but its true importance has seldom been appreciated. It should be required reading for everybody, especially journalists, interested in any aspect of Israeli policy because of its "dos and don'ts" for Israeli spokesmen.

These are highly illuminating about the gap between what Israeli officials and politicians really believe, and what they say, the latter shaped in minute detail by polling to determine what Americans want to hear. Certainly, no journalist interviewing an Israeli spokesman should do so without reading this preview of many of the themes and phrases employed by Mr Regev and his colleagues.

Mark Regev Mark Regev The booklet is full of meaty advice about how they should shape their answers for different audiences. For example, the study says that "Americans agree that Israel 'has a right to defensible borders'. But it does you no good to define exactly what those borders should be. Avoid talking about borders in terms of pre- or post-1967, because it only serves to remind Americans of Israel's military history. Particularly on the left this does you harm. For instance, support for Israel's right to defensible borders drops from a heady 89 per cent to under 60 per cent when you talk about it in terms of 1967."

How about the right of return for Palestinian refugees who were expelled or fled in 1948 and in the following years, and who are not allowed to go back to their homes?

Here Dr Luntz has subtle advice for spokesmen, saying that "the right of return is a tough issue for Israelis to communicate effectively because much of Israeli language sounds like the 'separate but equal' words of the 1950s segregationists and the 1980s advocates of Apartheid. The fact is, Americans don't like, don't believe and don't accept the concept of 'separate but equal'."

So how should spokesmen deal with what the booklet admits is a tough question? They should call it a "demand", on the grounds that Americans don't like people who make demands. "Then say 'Palestinians aren't content with their own state. Now they're demanding territory inside Israel'." Other suggestions for an effective Israeli response include saying that the right of return might become part of a final settlement "at some point in the future".

Seen from Gaza City, smoke and flames rise from Gaza's electricity distribution company plant after it was hit by Israeli strikes in the Nusseirat refugee camp, central Gaza Strip,Tuesday, July 29, 2014 (AP Photo/Lefteris Pitarakis)
Seen from Gaza City, smoke and flames rise from Gaza's electricity distribution company plant after it was hit by Israeli strikes in the Nusseirat refugee camp, central Gaza Strip,Tuesday, July 29, 2014 (AP Photo/Lefteris Pitarakis)
Smoke rises from the offices of the Hamas movement's Al-Aqsa satellite TV station, in Gaza City, northern Gaza Strip, shortly after was hit and destroyed by an Israeli strike, Tuesday, July 29, 2014. (AP Photo/Hatem Moussa)
Smoke rises from the offices of the Hamas movement's Al-Aqsa satellite TV station, in Gaza City, northern Gaza Strip, shortly after was hit and destroyed by an Israeli strike, Tuesday, July 29, 2014. (AP Photo/Hatem Moussa)
Police officers stand in red paint which was thrown during a rally outside the Israeli Embassy to oppose Israel's actions in Gaza on July 19, 2014 in London, England.  (Photo by Tristan Fewings/Getty Images)
Police officers stand in red paint which was thrown during a rally outside the Israeli Embassy to oppose Israel's actions in Gaza on July 19, 2014 in London, England. (Photo by Tristan Fewings/Getty Images)

Dr Luntz notes that Americans as a whole are fearful of mass immigration into the US, so mention of "mass Palestinian immigration" into Israel will not go down well with them. If nothing else works, say that the return of Palestinians would "derail the effort to achieve peace".

The Luntz report was written in the aftermath of Operation Cast Lead in December 2008 and January 2009, when 1,387 Palestinians and nine Israelis were killed.

There is a whole chapter on "isolating Iran-backed Hamas as an obstacle to peace". Unfortunately, come the current Operation Protective Edge, which began on 6 July, there was a problem for Israeli propagandists because Hamas had quarrelled with Iran over the war in Syria and had no contact with Tehran.

Friendly relations have been resumed only in the past few days – thanks to the Israeli invasion.

Much of Dr Luntz's advice is about the tone and presentation of the Israeli case. He says it is absolutely crucial to exude empathy for Palestinians: "Persuadables [sic] won't care how much you know until they know how much you care. Show Empathy for BOTH sides!" This may explain why a number of Israeli spokesman are almost lachrymose about the plight of Palestinians being pounded by Israeli bombs and shells.

In a sentence in bold type, underlined and with capitalisation, Dr Luntz says that Israeli spokesmen or political leaders must never, ever justify "the deliberate slaughter of innocent women and children" and they must aggressively challenge those who accuse Israel of such a crime. Israeli spokesmen struggled to be true to this prescription when 16 Palestinians were killed in a UN shelter in Gaza last Thursday.

There is a list of words and phrases to be used and a list of those to be avoided. Schmaltz is at a premium: "The best way, the only way, to achieve lasting peace is to achieve mutual respect." Above all, Israel's desire for peace with the Palestinians should be emphasised at all times because this what Americans overwhelmingly want to happen. But any pressure on Israel to actually make peace can be reduced by saying "one step at a time, one day at a time", which will be accepted as "a commonsense approach to the land-for-peace equation".

Dr Luntz cites as an example of an "effective Israeli sound bite" one which reads: "I particularly want to reach out to Palestinian mothers who have lost their children. No parent should have to bury their child."

The study admits that the Israeli government does not really want a two-state solution, but says this should be masked because 78 per cent of Americans do. Hopes for the economic betterment of Palestinians should be emphasised.

Prime Minister Benjamin Netanyahu is quoted with approval for saying that it is "time for someone to ask Hamas: what exactly are YOU doing to bring prosperity to your people". The hypocrisy of this beggars belief: it is the seven-year-old Israeli economic siege that has reduced the Gaza to poverty and misery.

On every occasion, the presentation of events by Israeli spokesmen is geared to giving Americans and Europeans the impression that Israel wants peace with the Palestinians and is prepared to compromise to achieve this, when all the evidence is that it does not. Though it was not intended as such, few more revealing studies have been written about modern Israel in times of war and peace.

Further reading

John Prescott condemns Israel's bombardment of Gaza as a 'war crime' 

Pope Francis issues desperate plea to fighters - 'I ask you with all my heart, stop please' 

The secret report that helps Israelis to hide facts 

Gaza war rages despite truce vows

Israel-Hamas ceasefire: At least 60 bodies found in Gaza after 12-hour truce begins

Robert Fisk: What would we do if it had been 35 Palestinian dead, and 800 Israeli? 

Israeli targeting policy under scrutiny after shellfire hits a mother and child, a school full of refugees and a doctor’s home

Israel may have committed war crimes in Gaza, says UN's human rights chief Navi Pillay

Civilian casualties in Gaza tell stories of death and heartbreak 

Deadly flechette shells used by Israeli military in Gaza 

The myth of Hamas’s human shield 

Israel-Gaza conflict: UN chief Ban Ki-moon pushing for ceasefire

Gaza bloodbath claims 500 Palestinian lives in relentless Israeli onslaught

Israel-Gaza conflict: Gaza suffers its deadliest day after ‘heinous massacre’ in Shuja’iya

Scores dead in Gaza ground battle 

Gaza action 'must be proportionate'

Israel more brutal than Hitler: Turkish PM

Thousands gather for Gaza protest

What if British had treated Northern Irish like Israel treats Palestine?

Israel launches Gaza ground offensive as four more Palestinian children are killed including a five-month-old baby

Response to Gaza 'lily-livered'

Gaza children killed as they played football on the beach

Israeli government insists it does not target civilians – the day after four children are killed by shelling

Israel actions 'disproportionate'

Gaza: Four Palestinian boys killed in Israeli rocket attack on beach

The deep-lying racism fuelling the Israeli onslaught

Alexei Sayle: Israel is Jimmy Savile of nation states

'Sderot cinema’ image shows Israelis with popcorn and hookahs 'cheering as missiles strike Palestinian targets'

Gaza back-story: A future Palestine state will have no borders and be an enclave within Israel, surrounded on all sides by Israeli-held territory

From the archives

Students offered grants if they make pro-Israel Facebook posts and tweets  

Cameraman in Gaza 'killed by deadly flechettes fired from Israeli tank'

Israel 'used white phosphorus deliberately and recklessly'

Kim Sengupta: Claims that Israel is using white phosphorus illegally won't go away

UN: Israelis hit our headquarters in Gaza with 'white phosphorus' shells 

Dime bombs leave Israel's victims with mystery wounds 

Israel accused of Gaza war crimes in Amnesty report

Gaza: Demolished in three weeks. Rebuilding it will take years

 Outrage as Israel bombs UN HQ, hospital, school and media building

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