38 Friday, January 31, 1986
ilE-THOIT JEWISH NEWS
JEWISH
NEWS
let your words
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Continued from preceding page
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ancy Kllger, Eileen Reagan, Pat Cole, Bette Traub
TOURS & TRAVEL'"
1
,
is not only who handles it, but
where is it handled?"
"We have to becom creative,"
Mayer said, "in terms of the
time and place of Jewish con-
tact."
Basically, Mayer is talking
about ways of reaching out, or
in the parlance of the social
worker, "outreach." He sees the
prototype of the outreach worker
on college campuses, among di-
rectors of Hillel groups. But the
'model has only limited applica-
tion. Some way has to be found,
he said to make contact with
Jews on the golf course or at
Bloomingdale's on Saturday
morning. Or maybe you infil-
trate the media, get through to
unaffiliated Jews so that they
will start thinking about af-
filiating.
"I think we have to be more
savvy about developing our use
of the media," he explained. "It's
a different approach to prog-
ramming for the Jewish com-
munity. The idea is not just to
develop educational programs
for people to come in and listen
to for an hour . or two, but to
have a much broader impact on
the whole culture. That means
reaching out to non-Jews, too.
"Here's where the idea of
image comes into play," said
Mayer. If you broaden the scope
of your marketing, you're also
going to be selling to your own
kind; to other Jews. This, he
pointed out, is a strategy for
cultural survival.
"The strategy," he said, "is
not to protect your culture from
invasion by outsiders, but rather
to take that culture out and in-
vade the outside world." ❑
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