give your business the chance it deserves. Try to reach far, be different and you will discover more than once that you are a part of the barrier. Barak Rom PR office can create a new and unique image for you. Together we shall find the uniqueness of your business which sets it apart from other businesses and use that to march forward. We shall find an articulate way to express what's special about your enterprise and find the ideal manner of communicating our message. What messages should be regularly conveyed to create a wave of reactions? What is the winning message? How should it be constructed and communicated effectively? Our office will lead you along the golden path towards success. The bottom line is appropriate positioning and location of singularity. The next step involves vigorous work while relying on the connections our office possesses with the media and leaders of the public opinion.
The basis of our world view is creating a faultless correlation between the results the office brings and its image in practice. If the business is great - everyone should know about it. If the business is new and evolving, everyone must know that something big is about to happen. PR is an adrenalin-packed and riveting tool. It is an arena of opportunities one must never find oneself excluded of. Great things happen once you become an actor in the communications arena. A business vision coupled with a serious PR office will allow your business to soar up high towards success and correct positioning that would last.

It takes a lot of work to increase your business potential on the basis of differentiation and correct positioning along with the development of the ability to adjust swiftly to the market that is competitive just as much as it is dynamic. The work starts in the morning … (the daily schedule should be specified – staff meetings, conclusion etc.).

Despite the flow of information and the channels of communication, despite academic development and business competition, not many managers today are aware of the importance of communications positioning (public relations) to their organization, and how to make the most of it to benefit their organization.

What was once referred to as public relations, today includes a series of advanced tools designed to position the company or entity in the awareness of their target audiences, or in other words – to build repute, to position a series of benefits for the organization, including turning the organization into a powerful brand (or reinforcing of existing brand values) to become more prominent and remembered, to effectively achieve marketing targets, penetrate the minds of decision makers in a sophisticated manner, win projects and tenders, win battles, effectively solve communications crises – that may cause damage, and promote organization interests.

The target audiences of positioning begin with existing clients, through to potential clients, strategic partners, investors and donors, shareholders, organization employees (development of motivation and pride), competitors, suppliers, quality personnel (to achieve successful recruitments) and ending with government and parliamentary authorities.

Positioning is a tool that awards a series of advantages to the organization, especially in face of competitors that do not invest in positioning, as well as absolute advantages – in face of those that do invest in positioning, in face of external decision makers in the political-financial economy that may in the future decide on issues that will affect the future of the organization, and in face of the organization goals. Positioning is an insurance policy, which can place those who can afford it at much better opening positions and pace.

Positioning experts currently use a series of work tools to promote the organizations they represent, among others government connections (political lobbying in parliament and government), press connections in Israel and abroad, community connections (circumventing the media directly to the heart of the public), educational connections (explanatory activities through community channels) and Internet connections (focused channels to professional decision makers in specific areas). Fighting battles for the organization, including the organization of protests and petitions, as well as creating media provocations. Management of crises including the construction of specific crises scenarios for the organization in order to prevent crisis eruptions, and to minimize crisis damages – should such erupt, turning it into a point of leverage and growth for the organization.

All these modes of operation, eventually, deal with information: collection, assembly and editing of information, writing and distribution, leakage and seepage of information, pushing and getting information. Information in particular, and the media in general, in its various formats, will determine how the organization is perceived in the minds of its target audiences, including its clients. On this matter, it does not matter whether the organization is one of excellence and quality or the total opposite, if it is a leader or a copycat, if it is innovative and advanced or mediocre. What matters is how it is perceived by the mind; and how it is perceived is how it will be remembered, and will be attractive to its potential clients. This explains how there are mediocre organizations that are far more successful in marketing than quality organizations that are not necessarily skilled at marketing. In terms of "Doing it a not telling – is not done, not doing it and telling – is done".

Obviously what is told must be reliable and true otherwise the organization will quickly be perceived as unreliable. A professional communications consultant can therefore constitute an ideological -creative lever to the development of initiatives and improvement of abilities, at first as a basis for communications innovation and then as a basis for organization improvement and results, in relation to its goals and vision.

All the work tools listed herein are subject to a single comprehensive strategy that is constructed for each organization according to its environment of operation, its competition, its objectives and goals, its vision and target audiences. The strategy and methods of operation are today known as Issue Management. In other words, the client is perceived as one comprehensive issue, studied in-depth and then handled at all levels, using a variety of operating methods, according to need.

Only managers that learn the capacities of positioning (public relations) within the contexts detailed herein, can understand the many benefits positioning can bring to their organization, if used wisely. This is also the difference between the PR (public relations) person, who focuses only on pushing press announcements, usually exaggerated, and the positioning or communications consultant, who regards the organization as a holistic whole, studies it, constructs a strategy and precise work plans, and uses advanced techniques to position it correctly in the minds of its target audiences. The "communicates", these press releases, are not the objective. They are merely one of the means to fulfill the vision.

We shall handle the construction of a communications strategy, the formulation of clear and sharp communications messages that serve the business strategy; determining of image goals derivative of research findings; construction of a communications action plan to transfer messages to the various media channels; advertising, sales promotion and public relations. We shall deal with communications management for clients including creating contacts with the various media and its ongoing management, initiating of articles and news items, providing responses and media handling during times of crisis.

The spokesman and public relations division operates in practice groups that specialize in focused areas according to the various fields of activity of the company clients: Food, Real estate, Life style, Consumerism, Media

The budget managers for each of the teams are experts in their fields of activity, familiar with the professional contents and jargon, participating in conventions and extension studies in the field. They maintain continuous contacts with leading figures in the field and work closely with reporters, having in-depth knowledge of all the relevant media means.

In a world where products are becoming similar, the work environment more competitive and the pace of change more rapid than ever, brands are becoming a stable value for companies and one of its most valuable assets. Branding the product or company, differentiating them from other competitors on the market constitute a necessary condition for improving the company's competitive status and business success. We believe that an effective branding process is a process derived from the company's business and marketing strategies and serves to achieve its business goals.

We have vast experience in leading branding processes based on a unique and structured strategic model, that relies on an in-depth examination of the company and the competitive environment in which it operates, the design of the vision and definite identity of the brand, and the construction of an image strategy that will create sympathy, loyalty and obvious preference for the brand.

We provide our clients with a "complete solution" through which the entire branding process is managed from the stage of deciphering the company identity strategy and its competitive environment until the actual production of marketing means and assimilation of the brand values in the company.

Communications is by all means a marketing tool and the skilled and professional use thereof will provide valuable assistance to your communications-marketing array.

• Increase your sales
• Increase and improve your clients
• Present yourself as worthy in face of your competitors
• Assimilate your messages
• Influence the organization surroundings – authorities, suppliers, investors, etc.
• Build up client pride
• Work towards building "employee pride" in the organization
• Professional handling of crises and minimization of media damages

Our work method includes:

• Construction of a strategic communications plan for the client
• Conducting feedback and professional testing of client perception in the public
• Regular counseling as an integral part of the organization's management and marketing array
• Regular handling of the media for all organization matters
• Personal briefing meetings with reporters, distribution of press releases, initiation of articles on client matters
• Initiation of media events – study days, community activities, etc.
• Basic communications training for the organization management
• Communications analysis concerning the client and the sector
• Regular, accessible and available work meetings
• Working with the advertising agency to coordinate work messages

Extras:
Together with Toot – Business Training, we provide an answer for the increasing needs among senior management to acquire personal communications skills to effectively handle the media and organizational environment. The service is based on an academic applicative model that examines the compatibility between verbal communications and non-verbal communications as a means of achieving personal and business goals.

We will enable a variety of services to develop communication language skills adapted to the client requirements and nature of activities:

Personal communications profile
A unique and innovative model for the construction of a personal profile that locates the client's communications strengths and channels them into personal success.

Regular Communication Coaching
A personal, discrete and regular service adapted to the various needs of the senior managers, businessmen, politicians and spokespersons.

Focused service
A personal service designed for focused preparation of a manager in preparation for a certain public appearance.

Communications workshop
A one day workshop to train senior managers in companies to handle a variety of communications situations, inside and outside the organization.

Effective communications along all the organizational lanes is a vital condition for success. Without it, the internal systems will not function and the external objectives will not be achieved. With it, workers will understand the challenges the company is contending with, realize that the success of the company is their own personal success, and will be willing to devote themselves to promoting the company's objectives from a sense of commitment and identification.

The devotion of workers and managers also means devotion and loyalty of clients. In a dynamic world where almost everything is accelerates and constantly changing, and in which zapping and surfing are the name of the game, stability and loyalty become a valuable asset for the organization. Without a sober and adaptive communications strategy, the organization's survivability will be severely injured.

Our expertise is to assist the organization in developing an organizational communications strategy, and assisting in its implementation and adaptation to the changing conditions and circumstances using all the media: written media – magazines, professional newspapers, and online communications – Internet.

Barak Rom Public Relations - specializing in media counseling and reaching public awareness. The office deals with managing media crises and spokesman services, through a variety of initiated, intensive operations. We make a maximum utilization of the possibilities inherent in the media.

The company is one of the pioneers of the effective approach in the world of public relations.Rom has coined the term "Unlimited Focus", which ensures his clients with maximum results at minimum expense.
We are specializing in economy, business and real estate. Among our clients in our vast company resume: Solel Boneh, Hanan More Entrepreneurs, Kiryat Hi-Tech - Atidim, the leading architectural firms in the country- Ronen Peleg, Shoken, Yashar, Kimel-Eshkolot.
The companies: Wella, Sunrider, the Havayot travel company, The Traders' Committee of Rishon Le'Zion, the television-internet-cellular content company 360, Yuvalim - an administration and development company for shopping malls in Israel and Europe, the Mervahim investment house, Greendrive - the leading company in Israel for conversion from fuel to gas, Galgal Hatzala- center for Hydrotherapy, Ronit Raphael, the local radio stations of Kol Israel, the Reccanati award.
Unique specialty in public relations for internet portals and sites: Homeless, Pinpoint and Nifgashnu, as well as: the Central Park Hotel in Eilat. We have a special department dealing with small - medium sized businesses. Special departments: life style, music, specialist doctors, events and conventions, colleges, sports and leisure, function halls, gardens and spas. Connections, perseverance and a unique philosophy are what set apart Barak Rom from others. We are one of the top ten public relations offices in Israel. Barak Rom, a true professional, is endowed with an amazing ability to help the companies enjoying his services make their way into the media: printed and electronic newspapers, radio and television stations.

We have a seniority of over 15 years in the various fields of media production and a deep understanding of the world of media and spokesmanship. Rom possesses a rich media record - radio broadcaster in Galatz (the IDF radio station), Gal Batuah, Radio Haifa, Reshet Bet, and has been a T.V. persona on the Kvutzot channel, the Pay per View channel, and channels 1 and 10.
As a journalist and senior editor of Yediot Tikshoret, Barak Rom has created a wide and well-based network of connections, which provides his clients with access to editors, writers and journalists. This access is indispensable to the interaction between media and public relations. The media draws from the news material provided to them from the country's top public relations people. Rom is responsible for numerous articles in various newspapers on a daily basis.

Media Crisis Management
Media crisis management is a unique art form. Our office is highly experienced with handling some of the nation's most dominant media crises: business disputes, inner company crises between shareholders, crises prior to stock issuing, real estate crises and alike.

Our resume includes: managing the media crisis of American Colony hotel in the German Settlement in Jerusalem, IKEA's crisis in its struggle to establish a new branch in Rishon Lezion, the regional radio stations crisis, the crisis related with the establishment of Israel National Water Authority, handling 11 municipalities nationwide and more.

The most important thing in managing a media crisis is coming up with an efficient solution over night and preparing the customer for the right response in the media. It is essential to know full well both the speed of reaction and the media umbrella. We present the customer with our creative solution for the problem and with the media map down to its smallest details – starting with the reporter who would interview him, what are the reporter's constraints, where was he up to until then, who are the deciding factors and leading advertisers in that specific media mean, what are our options with this media mean, when should we send out a

news item that does not bear our fingerprints and our reaction, when should we advertise an item against our best interests in order to prevent

having an article published against us by a rival newspaper, which interviewers should be use, which ones we shouldn't use, when should we say no comment and when should we deliver the message we agree upon.

Preparing for an interview and formulating 2-3 leading messages is critical to the success of the media crisis management and to the removal of the burning issue from the media's agenda. It is possible, and even recommended, to lever the problem to our benefit and learn how supportive public opinion can be through the proper use of the media.

Maximal availability, familiarity with the sector, mastering the material and personal acquaintance with all the newspaper, TV and radio editors will yield successful management, minimize damages, turning disadvantages into advantages.

Public relations as a means for marketing or advertising a company is gaining momentum every day. Few companies are capable of organizing expensive advertisement campaigns in the media. The field of advertising is even more expensive and aggressive and is solely designated for the marketing giants. Public relations is a field which serves a small but smart force which receives several media activities at a modest monthly budget. The public perceives the articles as being much more objective than the purchased advertisements.More and more companies recognize the large influence which the public relations activities have on their businesses. This is in regard to a variety of initiated activities which promote the client's public image and economic interests. In other words - everything you want the public to know about you and anything which creates an interest in you through the media! Creating an interest throughout the public which is bombarded with events from all over the world 24 hours a day is not an easy task! Resulting directly from this difficulty and in light of the fact that he has come from this world of media, Barak Rom has coined the innovative and unique strategy of Unlimited Focus with the purpose of avoiding expected and worn out strategies whose potential has been exhausted.

Personalized brainstorming via telephone on a daily basis with each of his clients is a standard. Rom has made his way into the branch by submitting an activity report to each of his clients at the end of each work day. At his office, they are not content simply sending notices to the newspapers and passively waiting for results. The old method of updating clients once every two weeks has no place in this office. The client receives information about the work performed every day online and can manage, get involved and affect the media developments of his business. It's exciting, exhilarating and adds a lot of fun into the system. The only way to give your business the chance it deserves to reach public awareness is through unconventional activities, and brilliant, creative and exciting ideas!

To surprise, innovate, fascinate, excite. Barak Rom's staff knows what the media wants. When he sets his sights on a certain objective, he pushes, motivates, and convinces unrelentingly, until getting what he wants. He knows how to supply the goods!

Barak Rom, the office's owner, is quite a character. It's hard to overlook his charisma and the amount of determination he presents towards reaching his goals. His purposefulness is absolute as is his loyalty to his clients. His outlook is: 'you get what you paid for!' Your money has value and will never be taken for granted! Rom: "I arrive at the staff meetings every morning with a sense of privilege. The fact that a client has invested his budget with me and believes that I will steer him to success is not to be taken for granted and enthralls every time. My staff knows that we need to be different, fresh and surprising when addressing the media. We are strict about making extreme progress on a daily basis, because anyone who is rapped up with activities daily will bring results in any case. The system focuses on an approach of joie de vivre and fun which rubs off on the client as well helping him to enjoy and benefit from the process." This is why Barak Rom office does not waste time preparing a long term work plan. Immediately upon signing the contract, they start setting things into motion. Interested in appearing on a morning show? In a color article in a prestigious newspaper supplement? Or perhaps setting up a campaign for the public's benefit? At Barak Rom they'll customize the activity to suit the image and positioning you strive for.In today's global village, there's no place for cumbersome organizations. Things have got to be compact, focused, decisive and effective! That is Barak Rom's obligation and accordingly, the results. That is why, when a client is trying to decide which public relations office to chose, it is recommended to check the work method. A daily work report binds and keeps the client involved in the scheme of things. No other office in this branch has such a high work standard. Few would withstand this for an extended period of time. On the other hand, at the Barak Rom office they aren't afraid to commit themselves. Results are the only language the office's personnel understand!

Effective Management of a Public Relations Portfolio
One of the main difficulties in our field is the gray area in which we live. What is considered as success? How many references in the press are considered an accomplishment? When will the client know that we completed all the work we set out to do for him? How much of our potential did we use for each specific case? Could we have done more, or better?

These questions are raised in almost every office conference and very often also upon renewing the contract with the client.

The truth is there are no conclusive answers since this field is entirely immeasurable. The client pays, and unlike in the field of advertisement where he knows precisely how many ads he would get for his money and in what size, in PR there is no security or exact predefined values.

When I first started in this business in 1990 I was 22 years old and I searched for a way to do this job as thoroughly as possible. It took me quite a while to come up with the pattern for my success.

In 2000 I founded my two branches in Tel Aviv and Ra'anana and relocated my residence to central Tel Aviv. That year I formulated a business pact on the path to success.

The principles:

1. Regular morning meetings with 8 client managers at 08:00 AM to analyze the previous day, the results in today's papers and other media and hear everyone's ideas, insights and perspectives, and assign new tasks.
2. Success duplication – if anyone performed a certain move which was successful, he must tell everyone about it so that everyone can learn and not stray from our path.
3. Problem solving – if anyone of the staff encounters any barriers, he should seek possible solutions and receive help from his colleagues in the morning conference.
4. Conclusion by 09:00 and making focused calls to every client. This offers the option to receive daily updates concerning the business, exchange information and ideas and be involved. This does not depend on any external entity and it is absolutely necessary – a daily talk with each of the clients.
5. A brief afternoon conference at 13:00 for real time updating and solving problems that appeared in the morning.
6. Concluding evening conference at 18:00 – brief report about the current status in each case, presenting dilemmas, encouraging new moves and submitting an orderly daily report for inspection.
7. An orderly weekly report per client – where were we, what have we done, what were the results, what successes, what barriers we couldn't overcome and why – for joint discussion with the client.
8. The daily objective – to do one new thing every day for every client.

Our office has been operating by these guidelines for the past 5 years and during this time we doubled our turnover and the number of clients we have.

Food and Restaurants
Barak Rom is leading in public relations for restaurants. Approximately ten food chains, restaurants, bars and other related factors in this field enjoy intensive media coverage, restaurant critiques, atmosphere articles and a series of financial scoops on a monthly basis. Among them: Agadir, Jacko, Bleeker, Avantgarde, Angelina, Bebale, Papagaio, El Gaucho, Kam Son, Octagon - Meat Restaurant.

Real Estate
Barak Rom has a unique understanding of the real estate world. We customize a precise campaign for our clients, dealing with marketing, sales and image planning. Some of the companies enjoying this service are: Brothers, Yashar Architects, Hanan Mor Group, Kiryat AtidimAtidim in Ramat Hahayal, Hillel Shoken Architects, Kimel Eshkolot, Yuvalim Real Estate, Haifa Mall and more.

Our clientele includes:
Solel Boneh, Hanan More Entrepreneurs, Kiryat Hi-Tech - Atidim, the leading architectural firms in the country - Ronen Peleg, Shoken, Yashar, Kimel-Eshkolot.
The companies: Wella, Sunrider, the Havayot travel company, The Traders' Committee of Rishon Le'Zion, the television-internet-cellular content company 360, Yuvalim - an administration and development company for shopping malls in Israel and Europe, the Mervahim investment house, Greendrive - the leading company in Israel for conversion from fuel to gas, Galgal Hatzala- center for Hydrotherapy, Ronit Raphael, the local radio stations of Kol Israel, the Reccanati award. Unique specialty in public relations for internet portals and sites: Homeless, Pinpoint and Nifgashnu, as well as: the Central Park Hotel in Eilat.

We have a special department dealing with small - medium sized businesses. Special departments: life style, music, specialist doctors, events and conventions, colleges, sports and leisure, function halls, gardens and spas.