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"Since the onset of unrestrained Arab violence almost one year ago, no expression has been heard more often than the word, 'hasbara' (explaining Israel's position, or positive public relations)," says pro-Israel media advocate Michael Friedson. Friedson says Israel's spokespersons should stop feeling "compelled to begin briefings with apologies ... for loss of life and property" and should "seize the rage. ... The spokesman who exudes that passion, rage and demeanor, will also radiate righteousness."