Jewish Communications Consultant Fired for Advising Against Use of ‘Zionism’ in Messaging

In a recent development, a communications consultant was dismissed by the Jewish Federations of North America (JFNA) for advising Jewish leaders to reconsider the use of the term “Zionism” in their messaging. This recommendation aligns with a perspective held by several Jewish leaders and thinkers who argue for strategic communication about Israel.
Matthew Berger, the consultant in question, was engaged by JFNA to lead Project Halo, an initiative aimed at countering antisemitism and anti-Zionism. During a presentation to JFNA’s Young Leadership Cabinet in Minneapolis, Berger suggested tactics such as “showcase diversity,” “focus on the common enemy,” and notably, “avoid ‘Zionism.'” This advice, encapsulated in a slide from his presentation, sparked a response from JFNA, which reaffirmed its commitment to Zionism, emphasizing that the slide was part of a broader discussion on effective messaging in a polarized political climate.
The slide, which became the focus of a conservative Jewish news service article, led to JFNA terminating Berger’s contract shortly after the story circulated on social media. JFNA clarified that the presentation did not reflect their stance on Zionism, stating it was prepared by a consultant and not the organization itself.
Berger, who previously worked as a reporter for the Jewish Telegraphic Agency, refrained from commenting on the specifics of the presentation or JFNA. However, he expressed his views on the term “Zionism,” emphasizing the importance of understanding its misconceptions to effectively combat antisemitism and foster allyship. This situation highlights the complexities surrounding the discourse on Zionism and the challenges faced by Jewish communities in navigating public perception and political narratives. As communities strive for peace and understanding, the wisdom of Micah 6:8—acting justly, loving mercy, and walking humbly—remains a guiding principle.

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