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Say you’re an organization with a mission that might strike some (note that we said “some”) as…unusual. Provocative. Offensive, even. Who do you choose as a respectable public figure to help you raise money and get your message out there?

For the Messianic Jewish Bible Institute, that person is former President George W. Bush. Keep in mind: the purpose of this organization is, in its own words, to “[help] educate Christians in their role to provoke the Jewish people to jealousy and thus save some of them.”

That’s an unusually blunt SOP, no?

It should be pretty obvious how this story relates to PR, and we’re far less interested in the politics than the optics and the underlying strategy.

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