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Jewish World Review Feb. 16, 1999 /30 Shevat, 5759
By Hillel Goldberg
THE PARADOX ABOUT SOCIETY, in which each shock is more outlandish than the
next, is that nothing shocks us. However, on Feb. 4, I received a "Media
Advisory" by fax. It shocked me.
Please note, on Feb. 4, King Hussein lay deathly ill. He died three days later.
This media advisory was only seven lines long, in very big type. You
couldn't miss it. It came from the director of communications of a
prominent national Jewish organization in New York. It was titled "News"
and marked "For Immediate Release."
It amounted to a 42-word indictment of the media process. It symbolizes why
so many resent the press and those who exploit it. It also represents the
triumph of ego over taste, which turns many young Jews off to American
Jewish life. The rush to push oneself or one's organization to the
forefront in unseemly ways may win kudos from loyal supporters, but the
larger Jewish community is offended. Participation in Jewish life gets a
bad name.
The highest good is to be quoted in The New York Times.
The Intermountain Jewish News is not The New York Times, but it is on the
same multiple fax list as the Times or as other media outlets. Since, of
course, it is rare to make it into the Times, a multi-pronged attack is
necessary. The more name recognition one has, the better the chance of
securing the highest good.
Thus, this type of media advisory. It was addressed to the "managing
editor" of the IJN as King Hussein lay suffering. I quote:
"In the event of the passing of Jordan's King Hussein, the [name of
organization]'s Executive Director [who is named] will be available to
comment on the King's death."
In the event of the impending death of anyone, I thought the appropriate
comment was a private "refuah shelemah" (a prayer for healing) or hope for
mercy.
Death is unpredictable, duly accommodated in the next sentences of the
advisory. "He can be reached at 718-xxx-xxxx." I assume "718" indicates a
home or cell phone of the Executive Director since, should media people
need a comment on the King's death during regular business hours, "During
regular business hours he can be reached at 212-xxx-xxxx."
The next day, two days before the King died, the organization issued
another advisory, "EMBARGOED UNTIL THE DEATH OF KING HUSSEIN IS OFFICIALLY
ANNOUNCED BY GOVERNMENT OF JORDAN. DO NOT USE UNTIL THEN."
I always thought an "official announcement" was merely a confirmation of an
event. But here, the event hadn't occurred. The King had not died. No
matter. "The [name of organization] mourns the death of Jordan's king
Hussein. Israel and the Jewish people have lost a true friend . . . "
To mourn the King's passing is commendable, especially if one represents a
Jewish organization charged with the difficult task of defending Jewish
interests in a hostile or busy world. But to be standing by for death,
ready to jump in at the precise moment, is tasteless.
Perhaps the Jewish
people lost a true friend in King Hussein, but it was hardly a true friend
who couldn't wait till the King died before inviting the media for a
comment on his death. Public relations is not a question of getting there
first, but getting there
Denver Diarist
Tasteless
I am reminded of an observation once made by Rabbi Aaron Lichtenstein. The
summum bonum of some people is . . . to have professional success? good
children? a good mate? wealth? a sterling reputation? None of the above.
Rabbi Hillel Goldberg is managing editor of
The Intermountain Jewish News.
02/10/99: Kol Nidre in January
01/25/99: Bar mitzvah truths
12/09/98: Mending the cosmos
11/02/98: Peace for rent?
