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If you have ever wondered why Israeli public relations always seem to be so appalling, this book is written for you. To win the war of public opinion, Israel needs to proactively market itself as a product and not as an apology. This book will examine five rules for effectively advocating for Israel and will suggest a new model for Israeli public relations. If you are involved in advocating for Israel at college, school or the work place and have lacked the means to articulate a clear message, you are about to unravel the five rules for Israeli advocacy. This book is written in such a manner that it can be read either from cover to cover, in parts, or browsed for the juicy bits. It is based on the many seminars of Neil Lazarus, one of Israel's leading key note speakers on Israel advocacy and Director of awesomeseminars.com and trainme.org. Neil speaks to over 20,000 people a year in over five countries. He helps train Israel diplomats and official spokesman.