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Public Relations – International and Domestic – Case Study

Situation

• Ruder Finn worked with the Nefesh B’Nefesh (NBN) organization for more than four years.
• NBN is a major non-profit group, dedicated to revitalizing Jewish immigration to Israel (“Aliyah”). As such, NBN brings over a number of planeloads of new immigrants every year, and provides them with financial and social benefits to aid them in their transition.

Program

• Ruder Finn Israel successfully covered this campaign for four years and achieved unprecedented domestic and international coverage. By creating new themes each year, exploring interesting angles and pushing unique stories, Ruder Finn Israel succeeded in generating ongoing publicity for this unique client.
• An important ingredient in this strategy was securing media to attend the outbound flights from JFK, the Israel arrival ceremonies as well as inviting targeted and select media to join the group onboard.

Results

• As part of our award-winning public relations campaign, Ruder Finn Israel secured top quality media hits in almost every significant international publication, from the New York Times and CNN to AP, Reuters and Fox and thousands of local stories in newspapers throughout the US and Canada.
• Ruder Finn Israel also managed to saturate the international Jewish press as well as the domestic Israeli media scene including multiple items on all of the major Israeli television and radio evening news, interview pieces and breakfast shows as well as all of the country’s top rating newspapers and websites.
• At the end of each summer, Ruder Finn Israel proudly presented NBN with multiple, thick volumes containing thousands of hits from across the globe.

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