SCOOP: Jewish Federations of North America dismisses comms adviser after JNS reports he said to avoid using term 'Zionism'

The Jewish Federations of North America terminated its relationship Wednesday with a communications consultant who advised attendees at one of its conferences to avoid using the term "Zionism" When messaging about Israel.

Matthew Berger, executive director of the Federation's "Project Halo," Made the recommendation at an invite-only Federation event Tuesday. Following JNS's reporting on the matter, the Federation said it was ending its engagement with Berger and his communications company.

"The presentation at our National Young Leadership Cabinet Retreat was not prepared by Jewish Federations of North America, but by a Project Halo consultant, and does not represent our approach to Zionism," Said Niv Elis, the Federation's associate vice president for external communications.

The Federation stated that Project Halo was established to equip the Jewish community with research-based messaging and communications tools to combat antisemitism and strengthen support for Israel. "At this time, we will be ending our engagement with that consultant and thank them for their work helping launch Project Halo," It said. "Jewish Federations of North America remain fully committed to Project Halo and to providing our communities with the strongest possible resources to advocate proudly and effectively for Israel and the Jewish people."

Berger also serves as president and CEO of Mashber Strategies, a communications firm with several major American Jewish organizations as clients.

An attendee at the youth retreat said that during Berger's slide presentation about Israel communications, he told the audience to "avoid 'Zionism'" And instead "showcase diversity" And "focus on the common enemy."

A February briefing document from Project Halo shared with JNS noted that "Zionism" Is frequently misinterpreted and that Federation polling showed a diminishing number of American Jews self-identify with the term. The document encouraged supporters of Israel to define "Zionism" In response, rather than avoid it.

"Jewish Federations are proudly and unapologetically Zionist," Elis said. "Since Oct. 7, we have raised more than $900 million to support Israel and its people, and we stand firmly behind both our commitment to Israel and the research we have produced to help our community better understand today's communications challenges."