The Israel Project’s 2009 Global Language Dictionary
Newsweek Web Exclusive
Jul 9, 2009 | Updated: 8:37  p.m. ET Jul 9, 2009

Apart from AIPAC itself, the “Israel Lobby” in the United States, as Richard Slilverstein writes in the Guardian, consists of “a willing circle of Likudist advocacy groups and thinktanks – such as the Washington Institute for Near East Peace, the Israel Project, the Jewish Institute for National Security Affairs as well as Aipac itself – that are closely scripted and co-ordinate their political message with Israeli diplomats. While some of these groups deny such a close affiliation, there is proof of scripting and amplification of the Israeli government’s agenda.” (Emphasis added.)

According to its website, “The Israel Project (TIP), an international non-profit organization, provides journalists and leaders accurate information about the Middle East.” In 2005, however, according to Esser Agaroth’s blog, TIP had this to say about itself

“The Israel Project is a new national non-profit, non-partisan educational organization devoted to ensuring an accurate portrayal of Israel — a democracy where all citizens have freedom of speech, press, religion and a right to vote.

The Israel Project was founded by three American mothers who were concerned that Israel’s image in the media could cause an increase in anti-Semitism at home and abroad.” (Emphasis added; no mention of apple pie!)

TIP has just released a 116-page propaganda manual [download: pdf]; we reproduce below: (i) Table of Contents, (ii) Personal Message from the Auther, and (iii) from the Founder & President of The Israel Project:

TABLE OF CONTENTS

PREFACE 3
CHAPTER 1: 25 RULES FOR EFFECTIVE COMMUNICATION 4
CHAPTER 2: A GLOSSARY OF WORDS THAT WORK 19
CHAPTER 3: HOW TO TALK ABOUT PALESTINIAN SELF GOVERNMENT &
PROSPERITY 21
CHAPTER 4: ISOLATING IRAN-BACKED HAMAS AS AN OBSTACLE TO PEACE 33
CHAPTER 5: THE LANGUAGE OF TACKLING A NUCLEAR IRAN 39
CHAPTER 6: GAZA: ISRAEL’S RIGHT TO SELF DEFENSE AND DEFENSIBLE
BORDERS 45
CHAPTER 7: PEACE: THE CENTRAL MESSAGE 59
CHAPTER 8: SETTLEMENTS 62
CHAPTER 9: JERUSALEM 65
CHAPTER 10: LOAN GUARANTEES & MILITARY AID 67
CHAPTER 11: THE SECURITY FENCE & CHECKPOINTS 69
CHAPTER 12: THE RIGHT OF RETURN = THE RIGHT OF CONFISCATION 75
CHAPTER 13: THE UNITED NATIONS 80
CHAPTER 14: TALKING ABOUT ARAB-ISRAELIS 83
CHAPTER 15: TALKING ABOUT CHILDREN AND THE CULTURE OF HATE 84
CHAPTER 16: LESSONS TO LEARN FROM PRESIDENT OBAMA’S LANGUAGE 87
CHAPTER 17: TALKING TO THE AMERICAN LEFT 90
CHAPTER 18: ISRAEL ON CAMPUS COMMUNICATIONS 99
APPENDIX I: THE TOUGHEST QUESTIONS 103
APPENDIX II: THE HAMAS COVENANT 107
APPENDIX III: IMPORTANT FACTS 108
APPENDIX IV: POSTERS THAT WORK 112

A PERSONAL MESSAGE FROM THE AUTHOR

I wrote my first Language Dictionary for The Israel Project in 2003. Since that time, Israel has had three Prime Ministers, several stalled peace initiatives, found itself the victim of attack from its northern and southern borders, and has suffered greatly in the court of public opinion.

On the other hand, the daily suicide bombings have stopped, and Hamas & Hezbollah have shown themselves to be the brutal terrorist organizations that Israel has warned about. The more things change, the more they stay the same.

All of the material in this document is new or updated based on research conducted in 2008 and 2009. Some of the language will be familiar; most of the “Words That Work” boxes come from Israeli representatives and spokespeople. But, the polling, strategic recommendations and guidance are all based on the current situation. I hope that advocates for Israel will benefit from the massive amount of work that went into the creation of this booklet. I also hope that this will be the last Israel Language Dictionary
I ever have to craft.

And remember, it’s not what you say that counts. It’s what people hear.

Dr. Frank Luntz
April 2009

FROM THE ISRAEL PROJECT

On behalf of our board and team, we offer this guide to visionary leaders who are on the front lines of fighting the media war for Israel. We want you to succeed in winning the hearts and minds of the public.

We know that when you achieve your mission that you are helping both Israel and our global Jewish family. Thus, we offer these words with our sincerest wishes for your every success. May your words help bring peace and security to Israel and the Jewish people!

Sincerely,

Jennifer Laszlo Mizrahi
Founder & President
www.theisraelproject.org

Postscript

See a critique of the Manual by Akiva Eldar in the Ha’aretz of 14 July 2009.