The world is becoming more complex with each passing year, relationships are growing more strained, and navigating this environment while connecting organisations, institutions and government bodies is an art in itself. Ezra Friedlander excels at precisely that. An American lobbyist and PR strategist from New York, he is the founder of The Friedlander Group, a firm specialising in international relations, lobbying and public relations for companies, non-profit organisations, foreign clients and governments around the world.
How challenging are negotiations given the differences in local customs, rules and cultures?
That is a good question. We represented the government of Azerbaijan for many years. Geographically, the country lies between Russia and Iran, making it one of the most strategically important and, at the same time, one of the most challenging countries in the region. Part of my role was to explain to members of Congress and policymakers in Washington just how difficult that position is for a relatively small country. At the same time, it was important to demonstrate why maintaining strong ties with Azerbaijan serves the interests of the United States. Following the events of 11 September 2001, Azerbaijan proved itself to be a reliable ally by opening its airspace to the United States. The challenge was overcoming the influence of very active Armenian lobbying groups in the diaspora, which continues to spread misinformation about Azerbaijan on Capitol Hill. We worked closely with both Democrats and Republicans, and I believe we succeeded in explaining Azerbaijan’s strategic importance to the West, particularly as an energy-producing country.
What qualities are essential for success in international PR and lobbying?
Persistence and educating others. Never assume that the person sitting across from you already understands your issue. Before you begin advocating for something, you first have to educate. Explain the context, present the facts and build understanding before asking for support. Then be persistent. One meeting is almost never enough. You have to keep coming back, refining your arguments and building relationships. Lobbying is, at its core, a very personal business. It is about understanding who you are speaking to and why supporting your client’s position is in that person’s interest. Every stakeholder is different, which means every strategy must be tailored to the specific situation. There is no one-size-fits-all approach.
At the beginning of your career, you worked as an aide to several prominent New York politicians. What were the most important lessons you learned during that period?
Two things stand out – the importance of personal relationships and the importance of staff. Working as an aide taught me that staff members play a vital role in government, even though the public often overlooks them. People insisted on meeting directly with the elected official because they believed only the decision-maker mattered. I would tell them, “Meet with me first.” Staff members are often the people who shape both the information and the recommendations that ultimately reach the person making the decisions. That experience taught me something that has stayed with me throughout my career: if you want to build effective relationships in government, you have to build relationships with everyone – not just those at the top. The second lesson was the value of genuine interpersonal relationships. People are naturally more inclined to support someone they like – someone who treats them with respect and kindness. Of course, political positions matter, but personal trust matters just as much. If you want a successful career in politics, government or public life, building genuine relationships is absolutely essential.
With King Carl XVI Gustaf of Sweden and Queen Silvia.
You are also active within American Jewish communal and political organisations. To what extent is your work influenced by current geopolitical developments?
The world is constantly changing. Conflicts arise, circumstances evolve and we have to adapt. Yes, I am active in Jewish communal organisations, and if there is one lesson I have taken from today’s geopolitical climate, it is that dialogue is more important today than ever before. Protests and slogans can only achieve so much. Real progress comes when you understand where the other person is coming from, even if you fundamentally disagree with them. People too often see issues in black and white, when in reality they are anything but. Social media and media headlines oversimplify extraordinarily complex situations, allowing people to form strong opinions without understanding the full context. That is one of the reasons why I place such importance – both personally and professionally – on engaging with people who hold different perspectives. Meaningful dialogue remains the only path to genuine understanding.
How do you assess the current state of US-Israel relations?
I believe support for the US-Israel relationship has been declining, particularly within certain parts of the Democratic Party. Years ago, there was a much stronger emotional connection to Israel. In the aftermath of the Holocaust, much of the world viewed Israel as a nation under siege – a small country defending itself against overwhelming odds. Today, that perception has changed. Many people increasingly see Israel as the aggressor, which has significantly reshaped the public debate. It is an extremely complex issue, but I believe this shift in perception has contributed to growing scepticism on both the political left and the right, albeit for different reasons. From my perspective, Israel remains one of America’s most important and reliable allies in the region. It shares the same democratic values and Western outlook while also playing a vital strategic role. That broader context is often lost in public debate. I am also concerned by the disproportionate attention focused on Israel. As an American, I want the United States to maintain strong alliances around the world. We need reliable partners in every region – from the Middle East and Central Asia to Africa and beyond. Israel is one of those partners, and I think it is worth asking why so much attention is focused on this one country while other equally important geopolitical issues receive far less attention.
Experience
One might assume that Ezra Friedlander studied diplomacy or international communication. “No, I never formally studied anything like that,” he says. “Most of what I know comes from experience and from what we call on-the-job training – learning on the job. As soon as I began representing foreign governments and organisations, I realised that every region has a different mindset. Americans, Europeans, people from the former Soviet Union, Central Asia, the Middle East and the Far East all approach issues differently. Human nature is universal, but our history and life experiences shape the way we think and act. Over time, working with so many international clients made understanding those different perspectives almost second nature.”
CZECHIA
For Ezra Friedlander, the whole world is his workplace. Does he know the Czech Republic as well? “Yes, very well. I have visited the Czech Republic as a tourist, and I am familiar with both its history and its rich Jewish heritage,” he says. “My ancestors lived in the small Hungarian town of Olaszliszka, where they served as rabbis in the Hasidic tradition. It is precisely because of this family background that I have always taken a great interest in the history of Central European Jews. In addition, my grandmother came from Bardejov. I also organized a Global Economic Roundtable on the global rise of antisemitism, attended by representatives of Slovakia, members of the U.S. Congress, senior leaders of Jewish organizations, and diplomats. We also held a roundtable at the U.S. Capitol to mark the anniversary of the initiative known as the Elie Wiesel Commission 2.0.”
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