Leaning in or out to your roots in times of crisis

A question I am getting asked more than any other by Israeli companies given all the current hostility to Israel is should they play down their roots

It’s an understandable concern. It’s hard enough already to raise money, win new business, enter into commercial partnerships and so on, so why make life harder? Why risk it?

Israel has developed a world class reputation as one of the most innovative, creative and technologically savvy countries in the world. This is the Start Up Nation we are talking about. The world is now in the Forth Industrial Revolution and so much of that is owed to Israeli innovation ranging from the USB Flash drive, drip irrigation, PillCam, Waze and many more.

Today, many Israeli entrepreneurs understandably fear that leaning into their Israeli roots is something they need to hide.

So, what is the answer?

When communicating in times of crisis should you try to minimize your connection to whatever aspect of your business may be seen as contentious in any way you can, or take ownership of your heritage, be authentic and be loud and proud?

Like most things in life, it doesn’t have to be all or nothing. I get there is a scale. You don’t have to shout about it from the roof tops, but at the same time you don’t need to hide it. This article is not about the subtle ways you can play up or play down your roots, but more about the strategic question of whether you should own it or minimize it. Whether you should lean in or out.

I think that one of the most important things when it comes to communications is authenticity. Whether you are a company CEO, a pop star or a fashion brand, stakeholders can sense and smell the fakery. What then happens is that there is a subtle erosion of your brand identity and strategy as people think, whether consciously or often subconsciously, if they are not proud of who they are. If they think they have something to hide. If they are hedging their bets. Then so should we.

“The haters gonna hate,” to quote one of the most influential philosopher-poets of our times, Taylor Swift.

Be yourselves. Own who you are. The critics will find out your roots anyway one way or another. You won’t get their support regardless but by being honest and true to yourself you will empower those who want to support you. They will see that if you are open, transparent and confident, then so can they be in giving you their support and backing.

My advice here is not rooted in ideology or emotion. This is not a political argument This is my rational and logical assessment from working in PR and communications for over 20 years.

Whatever the context, almost always the dark days will pass. If you believe in your brand, then don’t let the haters win by falling into the trap of hiding who you really are.

Marc Cohen is a specialist in supporting tech companies with PR and communications with 20 years of experience advising technology and life sciences companies on financial and corporate communications, from earlier stage startups raising Series A funding, through to scale-ups, IPO and beyond. Marc also has significant experience advising deep tech focused Venture Capital funds, as well as Private Equity.

Marc is currently Senior Director and Head of Technology at Camarco, an APCO Company. Prior to that Marc spent seven years at The PR Office (PRO) where he was MD of the agency, as well as building and heading-up the tech team, and leading on overall financial communications. Previously Marc worked at Kreab Gavin Anderson, FTI Consulting, Financial Dynamics and Bankside Consultants. Marc started his career at Deloitte.

Marc was formerly a non-executive director at UK Israel Business.