Jerusalem Alliance Taps TransMedia to Teach Israelis and Palestinians to Fire Off Press Releases Instead of Guns PR Newswire -- January 21, 2002 BOCA RATON, Fla., Jan. 21 /PRNewswire/ The Jerusalem Alliance Foundation has retained TransMedia Group to publicize an innovative approach to end terrorist attacks on Israel by teaching Israelis and Palestinians public relations skills so they can fight with words instead of bombs. TransMedia will set up internships for Israeli and Palestinian students at major PR firms in New York City and at its own firm here in conjunction with more formal PR studies at participating universities. The foundation also supports Bikur Cholim, Jerusalem's oldest hospital, which has had to treat increasing numbers of Israelis wounded in terrorist attacks. The Jerusalem Alliance also offers a unique plan on its website, at www.jerusalemalliance.org, for Americans to adopt Israeli and Palestinian families hurt by terrorism. "Peace conferences have failed. High-level talks have failed. It's time now to try a micro approach on the level of individuals and families on opposing sides of a deadly struggle that has gone on too long," said Bruria Angel, president of Jerusalem Alliance, based in Orange, Calif. Under its innovative "adoption" program, U.S. families and businesses may adopt Israeli and Palestinian families hurt by terrorism and then try to talk some common sense into them like uncles and aunts, said Ms. Angel, a former Israeli journalist who recently moved to Florida. "They could say: 'Now you be friendly or no more support from us.'" Besides serving as president of the foundation, a 501(C) 3 Charitable Organization, Ms. Angel is Vice President of U.S.-Israeli Public Relations at TransMedia Group, a leading international public relations firm based here. Serving on the foundation's board of advisors are Biblical scholar and international speaker Ron Wexler, who is president of the Millennium Council and president and CEO of Heritage Study Programs Inc., acclaimed artist Yaacob Heller, Monsignor Jim Fiore, Dr. F. Kenton Beshore and Chuck Ruddy, executive director of America-Israeli-American Chamber of Commerce of Florida. The Jerusalem Alliance was established to raise funds in the U.S. for institutions within the City of Jerusalem, such as Bikur Cholim Hospital, whose facilities have been strained by recent terrorist bombings that have sent hundreds of injured civilians there for emergency treatment. The hospital has served Christians, Muslims and Jews for over 170 years, Ms. Angel said. CONTACT: Mark Hopkinson of TransMedia Group, +1-561-750-9800 ext. 15, or mhopkinson@transmediagroup.com