PRIMER stands for Promoting Responsibility In Middle East Reporting. Each year, we recognize an individual in the community with the PRIMER Award for the work they do in fighting anti-Jewish bias. The 2025 PRIMER Award Winner was Joe Probasco, an active advocate for the Jewish community and Israel on the legislative, media and inter-group relations fronts.
JCRC Advocacy & Action
Outreach to non-Jewish communities to foster understanding and good relations is part of what we do. We are monitoring K-12 curricula and events on local college campuses. Advocacy and Action also means we stay on top of what the media is saying about Jews and Israel. We encourage you to report incidents of antisemitism and, for help being an effective advocate for the local community and for Israel, please review the JCRC information and resources provided.
Antisemitism in the Classroom
If material biased against Israel or antisemitic material is presented in your child’s classroom, or any school programs or activities, the Jewish Community Relations Council wants to know about it. We will help you, if you want help, to bring the issue to school and district officials.
Antisemitism On Campus
In his 2024 State of the State address, Florida Governor Ron DeSantis announced a series of measures to make it easier for students enrolled at institutions nationwide who might have experienced — or feel fearful of — antisemitism or other religious discrimination, harassment, intimidation, or violence at their current institutions to transfer to Florida. Read the letter we signed encouraging students to transfer to the University of South Florida.
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In Memory of Norman Gross
Dr. Norman Gross was a longtime member of the JCRC, who founded PRIMER in 1992 with others in the Tampa Bay Area. PRIMER was established as a not-for-profit, grassroots volunteer media monitoring group. Norm worked tirelessly, writing hundreds of letters to the editor of the Tampa Bay Times, to remove bias about Israel from the media. He is missed.
How To Be An Advocate
Your voice matters. Read on for tips and information on how to be most effective.
Contact The Government
Your voice carries more weight in Washington than you think. Your calls, emails and letters can influence a lawmaker’s vote. The White House also tracks messages it receives from the public. To carry the greatest weight, your message should be in your own words rather than a “canned” message identical to thousands of others arriving at the same time. Be concise, but try to combine your specific request to the official with a personal statement of why, for example, Israel is important to the United States and to you.
A lie told once remains a lie, but a lie told a thousand times becomes the truth.
— Joseph Goebbels, Nazi Propaganda Minister
Countering Media Bias
Media bias and misinformation about the Jewish community and the State of Israel negatively impacts public opinion. It can steer public policy and adversely affect our community or Israel’s well-being and continued existence. You can make a difference as a PRIMER media activist.
PRIMER’s 13 Signs of Media Bias
Your media may be biased if:
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The news reported is not objective or is laced with opinion or commentary but not labeled as news analysis.
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The news
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is primarily from one source and not verified.
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includes no opposing facts or quotes for balance.
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has a source of response predominately from the extreme political left or right.
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The selection of wire service stories, photos or op-eds reflects the personal views of the editor.
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The story is placed on the front page if it is unfavorable toward Israel or buried on the back page if it is favorable.
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The story repeats frequently if it is unfavorable toward Israel or does not repeat if it is favorable.
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Headlines and photos do not reflect the major content of the story.
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There are distortions.
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There are omissions and half-truths.
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There are inaccuracies.
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The opinion or commentary is not balanced or factual.
If you encounter a news report or an editorial opinion that shows signs of bias, write or call the newspaper, magazine, radio or television station and explain the facts. If the information or opinion is positive, an e-mail, letter or phone call can reinforce positive messages.
Letter to the Editor Guidelines
The media molds public opinion and public opinion steers public policy. Your letter contributes to this vital process.
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A letter to the editor should be timely. Submit for publication within two to three days, if possible. Five days or more is usually too late.
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Newspapers and magazines generally have word limits for letters. Stay within the limit.
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Letters should be sent by email, submitted via the publication’s online form or typewritten, if possible. Typewritten letters should be double-spaced and on one side of the paper only. Include your full name, home address and phone number.
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Use your name as an individual and not as a member of PRIMER or the JCRC, unless specifically requested to do so by the JCRC.
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Do not be strident or sarcastic.
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Do not attack the editors or the newspaper or accuse them of being anti-Israel or antisemitic.
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If you do not see any letter to the editor in response to the news article, call the editor and politely request that your letter be considered for publication. State that the public should be given the opportunity to read a balanced view.
Advocacy Resources
We have compiled links to organizations and useful resources to support your advocacy work for the Jewish community.
