CASE STUDY
Simon Wiesenthal Center
Leading With Moral Authority in a Volatile Global Media Landscape
Results
2,078 unique media placements across print, broadcast, and online outlets, including 408 placements about MMOT in New York, Florida, Illinois, California, and Massachusetts
Top-tier national and international coverage included major broadcast networks and leading publications, with consistently positive or neutral sentiment and frequent expert commentary during breaking news cycles
When the Simon Wiesenthal Center (SWC) and the Museum of Tolerance (MOT) selected The Pollack Group (TPG) as Agency of Record, the world was already marked by escalating geopolitical conflict, rising antisemitism, and an increasingly polarized media environment.
As a respected authority on antisemitism, extremism, and human rights, SWC is frequently consulted during global crises when misinformation spreads rapidly. The primary challenge was not awareness, but ensuring SWC’s voice remained clear, credible, and impactful amid fast-moving news cycles.
TPG was engaged to help SWC and MOT navigate this environment by elevating expert voices, responding promptly to breaking news, and shaping narratives that could withstand political polarization and media volatility. Without disciplined, rapid response and consistent expert positioning, even trusted institutions risk being drowned out or mischaracterized during fast-moving news cycles.
This work required high-stakes communications under significant pressure, beyond traditional public relations. TPG implemented a rapid-response earned media and strategic counsel program to position SWC leadership as trusted sources for journalists covering global affairs, extremism, and human rights.
Our work focused on:
- Expert positioning: establishing SWC leadership as go-to authorities for journalists covering extremism, antisemitism and human rights
- Real-time response: delivering immediate counsel and outreach during breaking global events
- Narrative discipline: maintaining clear, values-driven messaging amid political polarization
- Proactive thought leadership: placing SWC perspectives into broader cultural, policy and human-rights discouse
Every placement was treated not as exposure, but as influence.
Throughout 2025, TPG supported sustained, high-impact media visibility for SWC and MOT during a turbulent period in global news. SWC leaders became key experts for national and international media, shaping coverage proactively. Messaging remained clear and consistent, even as topics became more complex and sensitive.
The result was not just coverage: it was credibility at scale. In moments of crisis, communications must do more than generate headlines. They must protect trust, reinforce authority, and guide public understanding. This partnership reflects TPG’s ability to operate where the stakes are highest, advising mission-driven organizations, navigating sensitive issues, and ensuring that when the world is listening, the right message is heard.
