CBS-KDKA Broadcasts from Israel
Leveraged relationships and expertise to broker an unlikely series of radio broadcasts from Israel to help change perceptions of American listeners.
In 2003, during the second (Al Aqsa) Intifada, American Jewish organizations were interested in having CBS radio and its Pittsburgh affiliate KDKA to be more receptive to covering Israel’s side of the story, as well as other aspects of Israeli life. Representing the Jewish Federation of Greater Pittsburgh, Communications Director Hank Karp and YourGlobalStrategy co-founder Michael Steiner approached station executives, who were reluctant to send top talent into what they considered a war zone. KDKA’s nationally syndicated talk radio host Mike Pintek enthusiastically agreed to broadcast for a week, through the “America’s Voices” project of the Conference of Presidents of Major American Jewish Organizations.
Steiner led the trip to Israel, organizing local arrangements and supplying top-level interviews through YGS affiliate Avinoam Hadas, a total of five three-hour broadcasts in 2003 and again in 2004. This meant facilitating all technical aspects and coordinating with dozens of guests being interviewed in various studios and on location, from victims of terror and their doctors, to former Prime Minister (and later President) Shimon Peres.
The value added was not just a new perspective on Israel and the conflict, but the directness of a talk-host who doesn’t filter people or what they say – straight from the hearts of Israelis to the hearts of Americans.
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