The reliability of the data, the clarity of the language and the right timing — the three basic rules of touching the public conscience on the Palestinian question.
The right timing
Against the speed of the news cycle, the reflex of a civil-society organisation is often slow. But this is not an inevitable disadvantage; managed correctly, it can turn into a strategic advantage.
A statement based not on the latest development but on a verified finding remains on the agenda longer, even if it is published days after the news. Reuters and the BBC citing our data three weeks later is the most concrete proof of this strategy.
The power of language
The most common mistake in public communication is losing everyday language. Legal and technical accuracy is essential; but failing to convey it in an understandable language means rendering the truth invisible.
A press statement must answer this question: would someone who does not read the newspaper, but spends five minutes on social media, understand this text? If the answer is no, rewrite it.
Statistics do not move people. Stories do. But a story must be verified with statistics.
The chain of credibility
The only reason media outlets cite our statements as a source is the reliability of our data. This reliability is the product of a chain that stretches from our field methodology to our verification steps, to the anonymity of sources and to the full sharing of reports with the public.
Once you add a link to this chain, it is hard to remove. But once the chain is broken, repairing it takes years. That is why accuracy comes before speed.