N ATIONAL J EWISH R ESEARCH C OUNCIL

NATIONAL JEWISHRESEARCH COUNCIL

A NEW RESOURCE FOR

TODAY’S LOCAL JEWISH LEADERS

Draft #9 – Jan. 17, 2003

National Jewish Research Council, Copyright 20032

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”.


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.


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.


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


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


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.


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.


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.


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.


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)


Brent CohenNJRC 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.


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.


Contact information

Brent CohenEmail: [email protected]

Web: http://www.NJRCUS.com

N ATIONAL J EWISH R ESEARCH C OUNCIL

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