NEW YORK: NYPR has combined its institutional heritage in hi-tech
with its staffers' heritage in the armed forces to gain three security
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
"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
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.