Israel wants to hire PR firms in 10 countries to improve its reputation. Norwegian PR firms have refused
The assignment is to help the country promote its vision in the Israeli-Palestinian conflict, as well as prevent an international boycott of Israeli goods, amongst other things. Each PR agency would receive approximately 20 million kroner annually. Israel has contacted specialists in Britain, Germany, France, Italy, Spain, the Netherlands, Denmark, Sweden, the Czech Republic and Norway. Five of Norway’s largest PR firms have said ‘no’. “Israel is an highly controversial project,” Sigurd Grytten, Burson-Marsteller’s Managing Director, tells Dagens Næringsliv (DN). Statements by heads of Geelmuyden & Kiese, Gambit H&K, Apeland Informasjon, and First House range from “difficult”, to “no comment”. Only Kreab’s Gavin Anderson says he might consider the assignment. According to the paper, 27 Israel-friendly Norwegian MPs believe slanted media coverage of Israel is to blame.