Monday, August 31, 2015

Ernie Boch Jr., Joel Leyden At Massachusetts Trump Event

Ernie Boch Jr. and Joel Leyden enjoying Donald Trump,
good food and drink in Massachusetts.

As helicopters hovered above, GOP presidential front-runner Donald Trump visited the home of car magnate Ernie Boch Jr. for a campaign event Friday that had a warm, happy atmosphere rarely experienced in the often staid world of Massachusetts politics.

Trump was accompanied by a Norwood police escort as he arrived in a stretch SUV around 7:15 p.m. He was immediately mobbed by television cameras and supporters as he left the vehicle and headed toward a media tent, to chants of “Don-ald, Don-ald!”

Journalist, international media consultant and Trump supporter Joel Leyden applauded Ernie Boch Jr. successful effort to bring Trump to Massachusetts.

"They have much in common but yet are very different," said Leyden, who manages the and
"I think there is a tremendous amount of respect and trust between these two men."

Boch told Leyden that he was very pleased to have Trump meet his friends and campaign in the Boston area. Boch, a gifted musician, also mentioned that he would love serving under Trump as Ambassador to Canada.
"It's nearby and the Canadians are truly good people, the best of allies with the US."
If Boch does secure a position in Toronto, he could still fly back to Norwood and continue his annual good vibes Summer Bashes, offering steak, lobster, drinks, live music and an abundance of smiles.

Saturday, August 22, 2015

How Social Media Wins Political Campaigns

By Joel Leyden

New York --- August 22, 2015 ... Social media is no longer the bastard son of the media.
It is the media. 

There was a time when newspapers (print), billboards, lawn signs, buttons, radio and TV ruled in winning a political campaign.
Those days are history. Classic media is still relevant, but no longer primary.

It is no longer the question "should we add social media to our campaign budget?" But - "should we add newspaper, TV and radio to our campaign budget".

The reason is called "instant", "feature" and "cost effective".

One need not wait for the morning paper to appear - a paper which was written 12 hours earlier.
One need not wait or miss the 7 p.m. evening news.

Just one click on Google, checking a hash tag feed on Twitter or checking your news feed on Facebook will give you all you need. And if it ain't there - move on.

We are looking at two animals - one is called organic or an Internet search find which appears naturally and the other is a paid sponsored result which appears in your search. They are both potent but their use is very well defined according to which stage of a political campaign you are at.

Forget having any kind of presence on Facebook without paying for it. Unless the New York Times, Reuters or AP has printed your Facebook page, you ain't gonna get LIKES. Facebook has learned how to make money and it's called paid advertising. You can have 5,000 friends on Facebook but you are not going to reach them or any other demographics without paying for it.

Twitter, on the other hand, is still very free. If your hash tag goes viral - then you have won the golden calf. 

The trick in using social media to win a political campaign comes down to one word: engage.
The more you engage the public, the more content you upload on Facebook, Twitter and YouTube the more people will see, read and vote for your candidate.

And if your candidate makes a mistake, misspeaks - he or she can make an immediate crisis communications comment on Twitter.

Need to contact a member of the press or the managing director of a stadium or civic center?
Go to - they should be there.

Do you still need to place ads in newspapers, radio and TV? Yes.
This is called Integrated Marketing. Where you advertise your social media real estate in print and advertise your print on social media with the same message. 

Your anchors on social media are Websites. Domain names are your branding. 

Ever wonder how hundreds if not thousands of people find an event and protest in it?
It's called social media. But to find that social media address you need to pay for it in both Facebook and Google. You need to advertise it in major print and broadcast media if the event is planned only a few days away from conception.

If you are not uploading on social media 24/7 - forget your political campaign and stay in bed.
The days of reading the morning paper and waiting for the 7 or 11 p.m. news is gone.

Last word: your social media is only as good as the quality of the content you are uploading.
Do not leave this critical work to an intern.
Retain and hire the best and most experienced editorial / PR staff (10+ years) who also know how to penetrate and distribute on the Internet.

Copyright © 2015 Joel Leyden. All rights reserved.

Sunday, August 16, 2015

Donald Trump 2016 - The Silent Majority Speaks!

Donald Trump - The Silent Majority Speaks!
Photo: Leyden Digital PR
“The silent majority is back, and we’re going to take the country back,”
Trump tells a crowd as they erupt into chants, “USA! USA! USA!”

Tuesday, August 11, 2015

Joel Leyden – Cyber Warrior

Many people heard about last month’s pro-Israel rally in Trafalgar Square via social networking site Facebook
Many people heard about last month’s pro-Israel rally in Trafalgar Square via Facebook

By Lucy Tobint
Jewish Chronicle

London — August 11, 2015 … When Joel Leyden speaks about Israel, at least a million people listen. His name may not be familiar, but if you have ever used Google to look up anything on the Middle East, then you have probably had your search results influenced by him. 

And if you are one of the 850 million users of the social networking website Facebook or real time messaging platform Twitter then it is likely that you have read something written by Leyden. You might even be one of the almost 100,000 members of his group called “I Support the Israel Defence Forces in Preventing Terror Attacks from Gaza.”

Joel Leyden is one of the new breed of campaigners who use the Internet to put across the Israeli perspective to a huge and growing audience. Their activities are diverse.

A week after Operation Cast Lead began in Gaza, more than 10,000 users around the world had signed up to Qassam Count, an IT application invented by 26-year-old French-Israeli Dan Peguine. The free program invites users on sites like Facebook and its rival, Twitter, to keep a running total of the terrorist rockets landing in southern Israel. That message is then visible to millions of surfers.

Grassroots activism is the most important form of campaigning, according to Leyden, 52, who describes himself as an “Internet marketing pioneer”. Dividing his time between London, Israel and New York, he operates several Government-approved and commercial Websites including United States News Agency (, Political PR ConsultantCrisis Communications PR and Online Reputation PR ( but spends the rest of his “18-hour days” organising pro-Israel and US Republican groups on comment and blogging sites like Digg (www. and FreeRepublic (

“The Internet has become the place to organise and protest,” he says. “When the Iranian Holocaust cartoon contest [the 2006 competition sponsored by an anti-Zionist Iranian newspaper] was announced, we used search engine optimisation, SEO [directing search engine results], to successfully bury the Iranian content, and added text inserts into their cartoons which explained the facts of the Holocaust.”

Leyden points out that to be truly effective on the Internet, advocates of Israel’s cause need not only to master the arguments but to master language, too.

“We need to communicate in Arabic if we want to be understood and respected by the Arab world. We need to communicate in Spanish and French. We need to let the world know in local dialects that Israel seeks peace. The Internet is making the world a smaller place, so it is up to us to use these new digital tools to create respect, tolerance and understanding.”

Leyden co-created the IDF cyber unit, 
advises Ministry of Foreign Affairs on Crisis PR, Social Media.

Leyden, who created the first commercial Website in Israel and the Israel Defense Forces Cyber Unit, become a victim of personal attacks. One group called “Joel Leyden is an enemy of Facebook” has superimposed graphic swear words on top of a picture of him. Another hacker who calls himself JIDF has posted libelous stories about Leyden. He responded by sending out a message alerting thousands of people to hundreds of groups. As for the JIDF, he had their Twitter account deactivated.

The Israel Security Agency (Shin Bet) revealed last year it had set up an elite cyber-defense unit to defend against an organized attack on Israeli cyberspace as well, and in September, the Israeli government set up its own National Cyber Defense unit.

Jonathan Hoffman, co-vice chair of the Zionist Federation, confirms that the Internet is playing an increasing role for defenders of Israel’s image.

“There are many who challenge the existence of Israel as a Jewish state and the vast majority of them can be found on the Internet,” he says.

“Fortunately there are many good websites where the cyber-warrior can find information. The main sites are well-known but there are also a number of excellent lesser-known niche sites.”

One of the best, he says, is Zionism On The Web ( created by Australian Dr AndrĂ© Oboler, who also combats antisemitism on Facebook, MySpace and YouTube, and describes writer Paul Bogdanor’s personal site ( as a “wonderful” resource for “material to combat every type of antizionism and antisemitism.”
“In short,” he concludes, “no-one can reasonably complain that there is too little information. On the contrary, very soon the budding cyberwarrior realises that the problem is one of excess.”

Unsurprisingly, it is the generation that has grown up with social networking sites that is particularly active in countering anti-Zionist propaganda. Newly impassioned teens and twentysomethings are using their networks of online friends to advance Israel’s cause.

Ben Winton, a 17-year-old A Level student at Immanuel College, North London, was inspired to become an online campaigner by Israel’s action in the Gaza Strip.

“When Israeli troops moved into Gaza, I did my best to spread the videos and emails that people needed to see, setting up [Facebook] groups to organise masses to attend rallies,” he says.

“There was a very good response. An attempt to get people to attend a Trafalgar Square rally led to 1,118 people responding that they would attend, with almost a thousand others ‘maybe attending’. There’s no way of knowing how many people kept to their word, but they did have an awareness of the cause. Nothing spreads quicker than the internet.”
For 19-year-old Emma Stone, who is in her first year of a degree in marketing at University College Birmingham, the internet is one of the main places she can advance her pro-Israel perspective.

“I spend a lot of time online replying to comments made underneath articles on sites like the BBC,” she says. “People write ignorant things about Israel, and one of the best things about the net is you have the ability to correct them.

“Plus, the Internet is amazing for organising events and campaigns — it’s the way forward. I use it as part of my work as president of JSoc at Birmingham. I definitely feel part of a growing set of young people who use the net as a tool to promote Israel — and I feel proud that I can reach so many people in this way.”

“I was very active online getting Netanyahu elected,” says Joel Leyden. “In doing so, I had to deal with hackers on a daily basis from the White House and their mouthpiece J Street. Applying much professional, cyber combat experience from the IDF, they quickly came and went. Today, I am working on the US 2016 Presidential elections. Many candidates, many keywords, many hackers and a lot of coffee.”

Monday, August 3, 2015

Debate Preparation

By Joel Leyden

New York, NY ... Of the many professional, communications services that Joel Leyden offers - Debate Preparation is among the most critical.

The distinction between a debate and a regular argument, is that the debate is a formal procedure.
One must know and respect the rules to win.

1. Where does debate preparation begin?
  • Learn the issues.
  • Learn your competitors take on the issues.
  • Be prepared to state your message in a few seconds and respond to attacks in a few seconds.
  • Get your soundbites down - and repeat them!

2. Dress and makeup
  • Your dress must be conservative - dark blue suit, blue shirt, red tie.
  • Dressing conservative demands respect. You would rather be feared and listened to than loved and ignored.

Appearing on TV? 
Get that haircut and TV makeup. In the Kennedy vs. Nixon debate of the early 1960's, Nixon was good on substance but refused to wear TV makeup. As a result he appeared drawn, evil, untrustworthy. He lost that debate on not wearing makeup.

3. Smile
  • You want your messages to be warmly accepted.
  • Your smile opens the door to a human heart and allows your messages to reach all those with ears.
  • Your smile represents confidence. You don't need to be mean, to be respected.

4. Practice the debate in a TV studio
  • Simulate the environment of the real debate. 
  • Employ cameras, lights, microphones, audience and many distractions. 
  • Get used to the conditions and work with them. 
5. Opening Statement

  • Defines who you are.
  • How you are different.
  • Why the voters should vote for you.
  • Opportunity to discredit your competition.

6. Actors
  • Have friends take the place of the debate hosts and your competitors. 
  • Use rapid fire questions and attacks as you respond with a smile, with confidence, with knowledgeable soundbites. 
  • Acknowledge counter-arguments to explain your positions.

7. Pace of speech
  • Speak slowly. 
  • This will give you time to articulate each and every word with accuracy and confidence.

8. Cue cards
  • Use index cards labeled to address various issues and your competitors record.
  • Keep the print large and easy to read.

9. Eye contact
  • Look at your competitors as they speak. 
  • Show respect but do take time to review your index cards.
10. Hands
  • When not speaking keep your hands silent on the table.
  • When speaking use your hands gently to make points. Animation equals attention.
  • Never touch your face or mouth. Human animals do this when they are nervous.
11. Microphones
  • Your mic may always be on. Don't speak to yourself, let alone call your competitor something that you will regret later.

12. Walk softly, carry a big stick
  • Avoid name calling and personal attacks. This will only weaken your credibility. 
  • Attack issues, not people (unless no one knows who you are and need a headline).

13. A good laugh travels far
  • Inject humor. 
  • Nothing wins over people than a good joke.

14. Breaking the tape!
  • When summarizing, don't attack your competitor. 
  • Look at the camera and bond with the TV audience. 
  • Tell them that you understand the problems they face and you will provide solutions to those problems. 
  • Speak slowly, smile, be confident.
15. Closing statement
  • Focus on who you are. Your accomplishments.
  • Do not address other candidates by name.
  • Articulate how you can help those watching.
  • Articulate how you can help America.
16. Pre-Debate relaxation techniques
  • Stay in bed, sleep an hour longer. Kiss your partner
  • Go for a 30 minute walk or run.
  • Swimming pool in your hotel - use it for an hour - great place to discuss ideas.
  • Listen to inspirational music - Rocky is a favorite. 
  • Eat a light meal before the debate. No alcohol. One cup of coffee.
  • Make sure you have a Tums in your pocket.
  • Make sure to go to the bathroom.
  • Look at yourself in mirror, smile and say: "YES"! 
  • Keep smiling. Keep your staff smiling.
  • Hug your family.
  • Just before the debate read the paper or check out Google News.
  • Have fun!


What color tie should you wear?
When do you attack your competitor and what and what not to say?
What do you say to the hosts?
Use of water, tea and coffee?
When do you point at your competitor?
If the hosts cut you off or begin to editorialize, how do you respond?
What is the most important non-verbal behavior to employ and to avoid?

To answer these and a hundred other questions on debate preparation - contact Joel Leyden at LeydenDigital @

Over 25 Years of Professional Debate and Public Affairs Communications.

  • © 2015 Leyden Communications