The Luntz Research Companies
The Luntz Research Companies is a prominent public relations and opinion research firm.
Israel PR strategy
In 2003, a document prepared for pro-Israel activists by The Luntz Research Companies and The Israel Project was leaked to The Electronic Intifada that spells out the tactics that Israel and its US advocates should use to maintain support for Israel and its hardline policies.
- The document, entitled "Wexner Analysis: Israeli Communication Priorities 2003," counsels pro-Israel advocates to keep invoking the name of Saddam Hussein, and to stress that Israel "was always behind American efforts to rid the world of this ruthless dictator and liberate their people." Despite his solid support for Israel and Ariel Sharon, the document warns pro-Israel advocates not to compliment or praise President Bush. At the same time it acknowledges that Yasser Arafat has been a great asset to Israel because "he looks the part" of a "terrorist." The installation of Mahmoud Abbas as Palestinian prime minister, and potential replacement for Arafat, comes "at the wrong time," because he has the potential to improve the image of the Palestinians, and that could put the onus on Israel to return to negotiations. The document advises supporters of Israel to appear to affect a "balanced" tone, but admits that in arguing for Israel's policies, the illegal "settlements are our Achilles heel," for which there is no good defense. 
The document was commissioned by the Wexner Foundation, a private foundation that funds, among other pro-Israel initiatives, "Birthright Israel," a programme that pays for young American Jews to take free trips to Israel. 
- 'A Roadmap of Spin', web.archive.org/Mother Jones, 1 May, 2003.