WSW consultant to run PR strategy for Jewish group

Jewish PR body The Britain Israel Communications Centre (BICOM) has

named Weber Shandwick Worldwide consultant Lee Petar as its first

director of strategic communications.



The appointment comes as the organisation relaunches, a year after its

creation last October in response to media coverage of the Palestinian

uprising.



Petar is to co-ordinate BICOM's long-term PR strategy, handle press

briefings and oversee media training.



BICOM was originally set up to counter alleged anti-Israeli messages in

the British media. It was wound down late last year but has been revived

through extra funds from Jewish community groups, as a rebuttal and

research group.



Petar said: 'We will act as a research body providing information to the

media when, for example, they want to make programmes about Israeli

issues. In terms of rebuttal we see ourselves as a vehicle for the

Jewish community to address messages rather than us doing it directly

ourselves.'



Petar reports to BICOM director Mark Berg, a former BBC commissioning

editor on The World at One and PM. Berg joined last month as the first

step in BICOM's PR push.



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