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Articles
 Spotlight on PR in Israel
16 September ,Sunday
An interview with Meir Orbach http://www.bridgeny.com/news/0709_article.html
The Need for Intangible Assets PR By Yoram Brosh
30 July ,Monday
Most public relations work today revolve around major announcements: important new business, acquisitions, sales and earnings results, major product/technology announcements, new customer/bid wins etc. Not surprisingly, this is the obvious and probably the easiest work to do, but it’s not necessarily the right work.
What’s missing is work focusing on Intangibles which according to accounting research, drive 30-50% of market capitalization for most companies. Professor Baruch Lev, an accounting professor at New York University’s Leonard Stern School of Business led the way, pioneering the research into the Financial Value of Intangible Assets. The value of trust By Ayelet Regev
29 July ,Sunday
In a more perfect world, everything would be readily understood, transparent and no one would every lie. A pure, innocent world, without investigations and inquiries, deceit and betrayals, concealed information or hidden agendas. A world beyond belief.
Meanwhile on Earth, as we must navigate between truth-tellers and liars – and try to tell the difference between them – the idea of trustworthiness is more precious than gold. It’s hard to gain someone’s trust, and even harder to regain it once it’s been lost. Salad Wars By Meir Orbach
12 June ,Tuesday
A few weeks ago, a story appeared on the front page of Yediot Aharonot’s business section about how the Tzabar Salads company was suing Miki Salads for fraud. Tzabar claimed that Miki’s ads for its newly launched Abu Ghosh line of products were deceitful and untrue.
Tzabar’s primary competitor is actually its number one rival Strauss. And so, while the fear of a new competitor is understandable, as is the need to prepare for a retail war, the decision to go public with a negative campaign opposing the new product line was a serious mistake on Tzabar’s part. |
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