On the way to the polls: What will the 2021 election campaigns look like? | Israel today

After the Knesset voted in a preliminary call for dispersal, there seems to be no escape from a fourth election in two years • We asked strategic advisers and media consultants what their tips are for the big party leaders • Lior Rotbert, CEO of Spot Communications: "The battle will be over the narrative - submarines against vaccines

On the way to the elections:

The Knesset plenum voted today (Wednesday) in a preliminary call for its dissolution.

In doing so, it seems that the State of Israel is on the safe path to a fourth election in two years.

We asked campaign experts and media consultants what they recommend to party leaders, and how they should act in the coming months.

Photo: Knesset Channel

Lior Rotbert, CEO of Spot Communications, says the battle in the upcoming election campaign will most likely be about the narrative - submarines versus vaccines. Engage in the arrival of vaccines, in peace with the countries of the region and in emphasizing "Mr. Security."

Rotbert added: "These elections, if they take place, could bring with them a new situation in which the battle for the identity of the big party, the one that always becomes the center of every election, will this time be between two parties in the right bloc. Netanyahu and Bennett's interest in emphasizing this issue ", Something that may, or may depend on the worldview, further hurt the center-left parties, if they do not unite forces. Bennett can receive votes that will not reach him in another situation whose whole essence is 'just not Bibi'."

Tal Alexandrovich, CEO of Ben Horin-Alexandrovich, which provides strategic-media consulting, crisis management, campaign management, spokespersons and public relations, noted that each party should also maintain its base, and try to attract more audiences, and that there should be no conflict between According to her, each campaign is based on three elements:

1. The

leader:

Almost the entire campaign is based on a central figure.

2.

Agenda:

Every party wants the issues it is strong on to be on the agenda, and every party tries to pull the agenda in its own direction.

3. The

organization: the

infrastructure for locating and motivating the guys.

Rotbert and Alexandrovich were also joined by strategic adviser Roni Rimon, from the consulting firm Rimon Cohen & Co., and the three provided tips to the major parties just before the dissolution of the Knesset.

The Likud

Alexandrovich: "Right now the threat to the Likud is to the right. The Likud will have to say that it is not a real right, but a party that is flattering to the left. To say that in the moment of truth Bennett can go with Lapid. ".

Roni Rimon: "The Likud should emphasize Netanyahu's international achievements and especially the peace agreements with the emirates, the agreements for the purchase of vaccines and the payments and grants to many sections of the population."

right

Rotbert: "Bennett needs to present a campaign that means caring for a reasonable person. Improving the state of the economy is more important than any other issue. He will want to continue to hold the center voters currently parked with him, it will get him to try to bring moderates, secular and even less right-wing. "Smutrich, and at the same time use the same Smutrich so as not to lose the outposts among religious Zionism."

Alexandrovich: "To the right there is an interest in the issue being Netanyahu's corona and statehood. Bennett builds on the fact that he stands head to head with Netanyahu for the first time, creates leadership in front of him. Stabilizes himself as an alternative. "On the other hand, to tell voters from the center that the way to oust Netanyahu is through the right. Bennett will have to turn to both the settler right and the blue-and-white disappointed. It is not easy.

Roni Rimon: "Naftali Bennett should be presented as someone who fights every moment for the health and economy of the residents of Israel in the context of the Corona virus. Leadership and management ability and determination."

There is a future

Rimon: "Yair Lapid should present himself as the only one who can replace Netanyahu who is a disaster for Israel, and emphasize that a criminal defendant must not be in the political arena."

Rotbert: "The battle in the center-left will be bloody, when if the various elements there fail to unite, it may for the first time lower the center-left to around 30 seats, lower than any previous election campaign. "The result will be the collapse of the entire center-left camp."

Alexandrovich: "The goal is to become the lightning bolt of all Netanyahu's disappointed. Lapid will talk about keeping his values ​​and keeping his promises to the voters. He will talk about Bennett eventually going with Netanyahu and thus trying to attract voters from Bennett to him. He will try to take "It has blue and white voters. There is a future that will highlight Lapid as a candidate against Netanyahu."

Blue and white

Alexandrovich: "They will try to re-create by keeping the principles in dismantling the government, in fact giving up sitting in government for the sake of principles and for budget. They will try to restore the security aura by emphasizing Gantz as a successful defense minister, "They will try to get back the voters who passed to Bennett. They will be told that in the end their agenda is not Smutritz and D9 on the Supreme Court. They will tell voters that Bennett will eventually go with Netanyahu."

Rimon: "It should be shown that they tried everything for the state. They sacrificed their good name for the state because of the struggle in Corona. They fought against Netanyahu and achieved his renunciation of the outposts and managed to maintain the judicial system."

The Ten Commandments Ahead of Elections

Mimi Peer, a strategic advisor from the Peer Levin Communications firm, presented the Ten Commandments ahead of the election:

1. If you have not yet prepared for an election scenario - with the latest polls and a contingency plan for your campaign and an opponent's campaign, you are already in the red.

Come on, wake up.

2. Analyze in depth the roadmap that is at the top of your target audience, and of voters in general.

Focus on the change they have undergone since the formation of the current government and you will find that many things have changed.

3. Do not indulge in past successes and do not be alarmed by media background noises.

The current election campaign will be different from all its predecessors.

4. Start building a well-oiled headquarters from yesterday and also the election day headquarters.

Aim for the highest but be realistic about your chances and work according to the possible budget.

Do not deviate from the rules and the law under the auspices of the strong desire to succeed.

Remember that in the end everyone comes to the checkout and pays the bill.

6. Define who your target audiences are.

Give a hug to the audiences that traditionally vote for you, and storm the audiences you hope to add to your ranks.

Do not devote a minute to an audience that in any case has no chance of voting for you.

7. Make a focused, short and accurate message box and of course an ingenious slogan and a winning leader picture - all based on research, and at the same time prepare a drawer of responses to all the dirt you snatch on the head.

8. Set up presenters who will represent you with dignity and will not do any harm or shame.

9. Build a smart, catchy, eye-catching, creative and visual media campaign, one that suits your audiences and candidates.

10. Remember that the head of the party is the main thing, he is the appearance of everything.

On it it will rise or fall.

Put the focus on it.