1. N ATIONAL J EWISH R ESEARCH C OUNCIL A N EW R ESOURCE F OR T ODAY’S L OCAL J EWISH L EADERS Draft #9 – Jan. 17, 2003

2. 2 National Jewish Research Council, Copyright 2003 Why now? Israel and her supporters are losing the war of popular perception – on the airwaves, in ads, in the media and on college campuses. –Increased Anti-Israel and Anti-Semitic attitudes demand the most effective response possible. Hasbara research and message development prepared to support the US-Israeli relationship has not been tailored to the needs of local leaders. –Regional and local concerns nuance both message and delivery vehicles. Traditional marketing practices including research and post-campaign attitudinal analysis are seldom – if ever – applied to help define “the Jewish Consumer”.

3. 3 National Jewish Research Council, Copyright 2003 Research, Strategy & Training: Why? Local advocacy and marketing campaigns in the world of Jewish communal affairs are seldom pre-tested and targeted for maximum effectiveness.  There is no source of regular Jewish public opinion research to guide policymakers – nationally or locally.  The limited work done by researchers like Luntz, Greenberg, Newhouse and others has had significant impact domestically and abroad and has led to an improvement in American perceptions of Israel.  Training speakers with data from this research is effective but has reached a small number of people.

4. 4 National Jewish Research Council, Copyright 2003 What does the NJRC do? Through ongoing public opinion research: Provides strategic advice and tactical support to local Jewish leaders, their organizations and other interested parties. Trains local Jewish organizations and activists to communicate persuasively and effectively. Serves as a de facto Jewish resource for public opinion news and information. Promotes a Jewish viewpoint on public policy issues and provides commentary on political and cultural developments.

5. 5 National Jewish Research Council, Copyright 2003 Words not Politics The NJRC does not advocate policy… it provides words and strategy for policymakers. Trusted source of non-partisan survey-based information. Provides policymakers with language necessary to communicate effectively through… –Opinion research and message development –Training and educational resources –Strategic advice

6. 6 National Jewish Research Council, Copyright 2003 Who will we be surveying? NJRC will conduct national surveys of: College students – both Jewish and non-Jewish Media mavens – newspaper editors & publishers, assignment editors, op-ed writers, etc. Opinion makers – higher education and income than national average Major donors – to religious and secular causes

7. 7 National Jewish Research Council, Copyright 2003 Research methodology How will we gather our data? Each targeted group will be contacted for monthly face-to-face focus groups and twice-monthly Internet surveys. Data will be summarized monthly and presented in an annual review. Custom groups or specific questions can be researched upon request.

8. 8 National Jewish Research Council, Copyright 2003 Distribution options: Two Models Data can be distributed in one of two ways: Subscription (newsletter) –Basic “top-line” data will be made available via news release. –Detailed analysis will be “subscribers only.” OR Free distribution –Allows data to reach a wider audience. AND Syndication –Reports would be made available as monthly articles.

9. 9 National Jewish Research Council, Copyright 2003 Beyond data: Strategic consulting NJRC can help local leaders, organizations, communities and other parties by: Helping decision-makers plan and manage existing and new communications activities and agendas. Working to develop targeted communications strategies tailored to the needs of local communities. Measuring effectiveness of programming, advertising, branding and positioning.

10. 10 National Jewish Research Council, Copyright 2003 Working words: Speaker training Messaging, no matter how tested it may be, can only be effective if speakers know: How to handle on-camera news interviews. How to succeed in confrontations with hostile audiences in a variety of forums… –Classroom presentations –Public debates –Radio and TV interviews How to have increased confidence and effectiveness in media interaction through role-playing simulations.

11. 11 National Jewish Research Council, Copyright 2003 Who gets trained? NJRC will assist local communities and local or national organizations with the training of: Individuals (executives or others who are frequently before the media) Groups Trainers (who, in turn, can go on to train others)

12. 12 National Jewish Research Council, Copyright 2003 Brent Cohen NJRC Founding Partner Entrepreneur, technology executive and political communications strategist. Communications strategist and technical advisor to political and corporate clients. Entrepreneur and award-winning producer. Integrated media and speaker training specialist. Frequently-quoted expert and lecturer on college campuses and at industry conferences.

13. 13 National Jewish Research Council, Copyright 2003 Brent Cohen – Personal Graduated from the American University in Washington, DC with departmental honors in Political Science and International Studies. Founding member of management teams at numerous successful technology start-ups. Clients have included three U.S. Presidents (Reagan, GHW Bush and Clinton) and Pope John Paul II. Lives with his family in Santa Monica, CA.

14. 14 National Jewish Research Council, Copyright 2003 Contact information Brent Cohen Email:Brent@NJRCUS.com Web:http://www.NJRCUS.com