A prominent public relations firm, SKDKnickerbocker LLC, has terminated its contract to manage a pro-Israel social media program following backlash over its strategy. The firm, known for its connections to the Biden administration, reportedly ended the agreement on August 31, 2023, just months after signing it in April 2023.
According to a report by Sludge, SKDK had planned to implement a “bot-based program” aimed at flooding social media platforms such as Instagram, TikTok, YouTube, and LinkedIn with pro-Israel content. The initiative was intended to enhance the messaging of the Israel Ministry of Foreign Affairs and included engaging social media influencers to amplify the campaign. The contract, worth $600,000, was designed to run until March 2026 and involved media outreach efforts, including coaching for Israeli spokespeople and targeted outreach to major news outlets like The Associated Press and BBC.
The firm registered as a foreign agent for Israel on August 29, 2023, but the backlash from this arrangement led to a swift review and subsequent termination. An SKDK spokesperson confirmed the contract’s cancellation without providing specific reasons, stating that the work “had run its course.”
While the spokesperson denied that the firm had engaged in bot-based activities, they acknowledged the work was conducted through SKDK’s advocacy division under its parent company, Stagwell. Despite this termination, SKDK continues to work with pro-Israel groups, including its ongoing relationship with the 10/7 Project, an initiative that coordinates communications among various pro-Israel organizations such as AIPAC and the Anti-Defamation League.
The 10/7 Project’s activities reportedly included distributing daily memos highlighting perceived flaws in media coverage of Israel and monitoring journalists who diverged from the group’s messaging. This included scrutiny of the reporting by The Washington Post’s Louisa Loveluck, who faced criticism for not adequately noting Hamas’ control over Gaza’s health ministry in her articles.
SKDK’s leadership comprises individuals with significant ties to the Democratic Party, including co-founder Anita Dunn, a longtime advisor to President Joe Biden. Other notable executives include Justin Goodman, who previously served as communications director for Senate Minority Leader Chuck Schumer, and Vedant Patel, a former State Department spokesperson who joined the firm as a senior vice president earlier this year.
The swift cancellation of this contract illustrates the growing scrutiny faced by public relations firms working on politically sensitive issues. As the debate surrounding the Israeli-Palestinian conflict continues to evolve, organizations like SKDK must navigate a complex landscape of public opinion and ethical considerations.
This incident highlights the challenges faced by firms operating in politically charged environments, as they balance advocacy with public perception.
