Anyone who has ever led an NGO knows – the to-do list is endless, and resources are always stretched thin.
How do you find the time to raise funds and attract new donors, engage policymakers and influence the agenda, share your work with the public, and simultaneously meet the expectations of the Executive Committee? It’s true that PR is part of the solution to all these challenges, but one thing is certain – when it comes to non-profits, Public Relations is a must-have.
WHAT WE DO
Strategic Communication Work Plan
We analyze your actions, target audiences, and organizational goals, and then collaborate with you to identify the messages that best support your objectives. This approach enables us to develop a strategic communication plan that pinpoints where your target audiences are and how to engage them effectively.
Quality exposure in the Israeli media
With our in-depth understanding of the Israeli media, we know what interests your media targets, and we deliver it precisely. The office’s PR team brings many years of experience working with journalists and editors from all major media outlets in Israel.
Exposure in the Jewish Media
Almost every NGO in Israel bases its operations on a mix of budgetary sources, including government funding, operational income, and donor contributions. Most donations to the third sector come from Jewish communities worldwide, so it is important to ensure that your donors see the impact of their contributions highlighted in their own media as well.
Building a Strong Reputation
Public relations are a tool that over time generates a strong reputation both during routine operations and especially in times of crisis. Consistent collaboration with a specialized team helps build solid relationships with journalists and editors, enabling them to closely assess your organization’s work. This long-term, reciprocal process supports fundraising efforts, positively positions the organization, and brings lasting benefits.
Professional Guidance & Message Refinement
Our collaborative work provides you with guidance, advice, and support in managing your organization’s public presence before engaging with the media, particularly on matters with communicative and strategic components or during a media crisis. Additionally, partnering with us can help you refine your organizational narrative and enhance the precision of your pitch, so you achieve real, high-quality results – not just in the media.
Sometimes You Need Digital Marketing
PR is not always the answer. Not every organization is built for exposure, requires it, or needs to engage with the media. However, most organizations require marketing, and since most marketing today takes place in digital spaces, you need to carefully consider whether your organization is strong enough in this area.
WHY SHOULD YOU TRUST US?
Shepaz is a Public Relations and communications firm
Operating since 2011, we specialize in working with associations and organizations, as well as high-tech and technology companies. Much of our work is with international Jewish organizations and Jewish media outlets in Israel, North America, Europe, and Latin America.
Founder
The firm was founded by Shelley Paz, formerly a journalist with leading Israeli and Jewish media outlets: Maariv, Yediot Aharonot, The Jerusalem Post, and The Jewish Chronicle in London. Today, the firm employs talented, experienced media consultants with significant journalistic backgrounds and strong networks across Israeli, Jewish, and international media.
Clients
Over the years, we have supported many large and small organizations generating significant exposure for them in Israel and around the world, crafting strategic plans, and helping them achieve their media goals. We have always done this with genuine conviction and a spirit of partnership in the importance of our clients’ work – an approach that has driven great results.
Bottom line
We are not just a public relations firm. We are a communications and marketing firm with broad, diverse capabilities that can help any organization, company, or association on the path to long-awaited success.
Case Studies
TESTIMONIALS
CLIENTS SAY
"One of our goals was to establish ourselves as thought leaders in a niche saturated with 'thought leaders.' shepaz helped us create a targeted plan and get our voice out there. From articles and interviews, to bylined content, we were able to actively and effectively home in on our target audience."
Eyal Bino,CEO IcoNYC Labs 
"I worked with Shelly and her team over a period of 2 years, and in that time, they delivered results. They were proactive and responsive and made it a priority to understand our needs. As an organization working in a huge global market, it is a challenge to get your message out and noticed. Shepaz got us interviews and placements in leading local and global media, bringing us growth in traffic."
Yulia Zvadviker,Director of HR, BlueSnap 
"We were looking to gain traction with the retail sector, Shelly and her team came in and did a deep dive to really understand our offering and our customers. They took our story and got it out there, gaining us significant exposure as part of the effort to increase our brand recognition."
Nadav Israel,Founder and CEO Edgify 
QUESTIONS
FAQ
What is Public Relations?
PR, which stands for Public Relations, encompasses all the communication activities undertaken by an organization or company – often with the assistance of a specialized public relations firm – to influence public opinion, raise awareness, create a positive image, or promote products and initiatives. Most organizations, including commercial enterprises, politicians, and public figures, invest in public relations as part of their marketing strategy to distinguish themselves from their competitors.
Does our company or organization need public relations (PR)?
PR comes into the picture when an organization or company needs to reach specific target audiences in a qualitative and consistent manner.
There is little point in investing in PR if the company is at risk of closing due to a lack of customers – in this case, the focus should be on strengthening your digital presence. PR becomes relevant when you want to promote an agenda, worldview, product, or service. It is an almost essential service for organizations, companies, and institutions with an economic, social, or political agenda.
Opinions are divided regarding public relations for individuals and small businesses.
The challenge of cutting through the noise of social media and the constant flow of information requires serious organizations and companies to use public relations, otherwise, their message may go unheard. PR can break through the noise and deliver a clear message in the media – a message that can then be further promoted on social networks.
There is little point in investing in PR if the company is at risk of closing due to a lack of customers – in this case, the focus should be on strengthening your digital presence. PR becomes relevant when you want to promote an agenda, worldview, product, or service. It is an almost essential service for organizations, companies, and institutions with an economic, social, or political agenda.
Opinions are divided regarding public relations for individuals and small businesses.
The challenge of cutting through the noise of social media and the constant flow of information requires serious organizations and companies to use public relations, otherwise, their message may go unheard. PR can break through the noise and deliver a clear message in the media – a message that can then be further promoted on social networks.
How long does it take to see results?
‘Public relations is not ‘poof!’ and you’re done,’ is something that many public relations professionals explain to clients during the sales process – and with good reason.
An organization or company that only turns to public relations around major successes or during crises (excluding themselves from continuous engagement) is essentially forfeiting long-term and high-quality media exposure for themselves and their organization.
Quality PR, like any other component of an organization, needs to learn, adapt, and be given the opportunity to produce in-depth articles for the media – efforts that require patience and the careful crafting of a compelling story.
If you hire a PR firm for just three months, the results will reflect this: they may not be bad, but they won’t be thorough or significant.
Effective public relations demand consistent attention and diligent work. If you incorporate PR into your annual work plan, the results will be commensurate – provided you’ve found the agency that fits your needs.
An organization or company that only turns to public relations around major successes or during crises (excluding themselves from continuous engagement) is essentially forfeiting long-term and high-quality media exposure for themselves and their organization.
Quality PR, like any other component of an organization, needs to learn, adapt, and be given the opportunity to produce in-depth articles for the media – efforts that require patience and the careful crafting of a compelling story.
If you hire a PR firm for just three months, the results will reflect this: they may not be bad, but they won’t be thorough or significant.
Effective public relations demand consistent attention and diligent work. If you incorporate PR into your annual work plan, the results will be commensurate – provided you’ve found the agency that fits your needs.
How do you select a PR firm?
Look for a firm with prior experience in similar fields and ask for recommendations. Request to see previous work the firm has done for clients like you, inquire about their actual work process and understand what results they can deliver. Equally important is ensuring there is personal chemistry, as you will be working together over an extended period.
What is the difference between PR and digital marketing?
PR emphasizes building an image and strengthening reputation through exposure in the media and traditional channels, while digital marketing focuses more on sponsored advertising, social media campaigns, and direct sales. The optimal approach is usually a combination. PR builds trust, while digital marketing drives sales.
Would PR also be effective for a small business?
It depends on the type of service, scope, and objectives. If your goal is to increase awareness, build trust, and establish a reputation for professionalism, then yes – PR can be effective, particularly in fields where name recognition and reputation are crucial. However, in some cases, it may be more beneficial to allocate your budget to fast, targeted channels such as digital marketing first, and then expand your efforts to include PR.
How do you measure the success of PR activity?
It’s not always about coverage or number of mentions. We assess whether the target audience has been exposed to the brand, whether the conversation is positive, whether there are new inquiries, the quality of the relationships established, and the extent to which we have influenced awareness or shaped the narrative. Setting clear goals at the outset is crucial, as it enables us to progress and measure results effectively.
What happens in the event of a communications crisis?
One of the key advantages of public relations is the ability to manage crises effectively. An experienced PR firm develops a plan in advance, responds swiftly, crafts precise messages and ensures your story is presented in the best possible light. In most cases, this is the difference between a crisis that escalates and one that concludes with relative calm.
