Roni Rimon is the Co-Founder and CEO of Rimon Cohen & Co., founded in 1995 and among Israel's best-known media strategy consulting and crisis management companies. Rimon is one of Israel's most senior media strategists with more than 30 years of experience advising senior politicians, including Prime Minister Benjamin Netanyahu, and the leadership of industry-defining companies and social organizations. The firm serves Israeli startups, multinationals, executives, politicians, government agencies, educational bodies, and NGOs — including Dropbox and Fujitsu in Israel.
The Interview
Q: As someone in PR for three decades, have you seen big changes because of COVID-19?
A: As a crisis manager, crises are not foreign to me. I always say that while every crisis gives rise to concerns and uncertainty, it also provides new opportunities. Since the early days of the pandemic, we have worked with clients who had to adapt their work methods, others in the travel industry who fought for compensation, and up-and-coming clients who used today's unique circumstances to increase their market share. COVID-19 has changed everyone's reality but there is always a way to succeed.
Q: As an Israeli-based PR agency working with global organizations, has the pandemic changed how you operate?
A: Public relations revolves around human interaction. Although some face-to-face meetings have moved online because of flight restrictions, most of the work has remained the same. We continue working closely with clients in New York or London, adapting their strategy to the Israeli market. In recent months, we have led some of our best campaigns for Dropbox and Fujitsu in Israel. With Zoom and WhatsApp, our international department continues working with international media. Through two lockdowns, we continued helping Israeli businesses adapt their PR strategy and gain top-tier international coverage.
Q: You've worked with Israeli Prime Minister Netanyahu. Have politicians' PR strategies changed because of COVID-19?
A: COVID-19 has put more pressure on public figures, because in moments of crisis, the public needs clarity, transparency, and consistency. For a while, some leaders struggled to adopt clear and coherent messaging. Instead, we could see discrepancy between their public statements and inconsistencies. This leads to frustration, unrest, and in some places — protests. As PR experts, our job is to prevent that. Our unique ability to provide unfiltered feedback and use it to develop a clear and suitable media strategy is vital. Some PR teams are playing an important role in how well their governments are doing during this crisis.
Roni Rimon is the Co-Founder and CEO of Rimon Cohen & Co. , founded in 1995 and among Israel's best-known media strategy consulting and crisis management companies . Rimon is one of Israel's most senior media strategists with more than 30 years of experience advising senior politicians, including Prime Minister Benjamin Netanyahu , and the leadership of industry-defining companies and social organizations. The firm serves Israeli startups, multinationals, executives, politicians, government agencies, educational bodies, and NGOs — including Dropbox and Fujitsu in Israel. The Interview Q: As someone in PR for three decades, have you seen big changes because of COVID-19?
A: As a crisis manager, crises are not foreign to me. I always say that while every crisis gives rise to concerns and uncertainty, it also provides new opportunities. Since the early days of the pandemic, we have worked with clients who had to adapt their work methods, others in the travel industry who fought for compensation, and up-and-coming clients who used today's unique circumstances to increase their market share. COVID-19 has changed everyone's reality but there is always a way to succeed.
Q: As an Israeli-based PR agency working with global organizations, has the pandemic changed how you operate?
A: Public relations revolves around human interaction. Although some face-to-face meetings have moved online because of flight restrictions, most of the work has remained the same. We continue working closely with clients in New York or London, adapting their strategy to the Israeli market. In recent months, we have led some of our best campaigns for Dropbox and Fujitsu in Israel. With Zoom and WhatsApp, our international department continues working with international media. Through two lockdowns, we continued helping Israeli businesses adapt their PR strategy and gain top-tier international coverage.
Q: You've worked with Israeli Prime Minister Netanyahu. Have politicians' PR strategies changed because of COVID-19?
A: COVID-19 has put more pressure on public figures, because in moments of crisis, the public needs clarity, transparency, and consistency. For a while, some leaders struggled to adopt clear and coherent messaging. Instead, we could see discrepancy between their public statements and inconsistencies. This leads to frustration, unrest, and in some places — protests. As PR experts, our job is to prevent that. Our unique ability to provide unfiltered feedback and use it to develop a clear and suitable media strategy is vital. Some PR teams are playing an important role in how well their governments are doing during this crisis.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
