NYPR finds niche in Israeli security

NEW YORK: NYPR has combined its institutional heritage in hi-tech

with its staffers' heritage in the armed forces to gain three security

client wins.



Each new client - GS3, the Israeli government's economic mission, and a

smaller relationship with Israteam - is an Israeli security company or

agency eager to help the US with one of the small country's most useful

exports: antiterrorism experience and knowledge.



Marco Greenberg, president and founder of the three-and-a-half-year-old

agency is a dual American and Israeli citizen. He said media interest,

in light of America's new attention to personal and national security,

has been overwhelming. For example, for the launch of GS3 last month,

print stories ran in The Boston Globe, The New York Times, and

Investor's Business Daily. TV hits included 60 Minutes and Lou Dobbs

Moneyline.



"The media interest reflects the current realities on the ground in New

York City," said Goldberg, who added, "It's almost unheard of to have a

start-up on Lou Dobbs Moneyline."



Goldberg said the key to representing security clients was not to appear

opportunistic. He said he often pitches reporters a broader security

story that will incorporate his clients. The strategy netted GS3 and

Israteam ink in a recent Newsweek security roundup.



"If you start screaming for a headline in your pitch, you're going to

get slapped in the face, and rightfully so," said Greenberg. "If you

say, 'We have a component in a larger solution that leaders across the

board may find interesting,' you'll find not just success for your

client, but a more receptive response on from the reporter."



NYPR is in the process of forming a practice area for the security

companies.



Director David Kamien leads the area. For four years, he served as

captain of a combat unit in the Israeli defense forces. Goldberg and

account executive Riki Drori round out the team. Drori served in the

Israeli defense forces, and has also worked in airport security.



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