Victory CEO Eyal Ravid Faces Scrutiny Over PR Tactics

Eyal Ravid, CEO of the Israeli retail chain Victory, has become the subject of public attention following a controversial exposé on the investigative journalism program 'HaMekor' on Channel 13. The program aired recordings of Ravid in conversations with his strategy consultant and PR professional, Gal Beisberg. In these recordings, they discuss strategies for portraying Ravid in the media as a fighter against price hikes, with Beisberg suggesting tactics to create a specific public image.

One recorded exchange features Beisberg instructing Ravid on how to frame media appearances, specifically requesting a journalist to state that Ravid is leading a struggle against rising prices. Beisberg is heard saying, "Brother, I need Maayan Palti to say 'Eyal Ravid from Victory chain, from information that reached us, is leading a struggle against the price increases' and this and this... bullshit brother, I need spin."

While the revelations have sparked criticism, Ravid has also received unexpected support. Tal Tito, a former contestant on the reality show 'HaAch HaGadol' (The Big Brother) and a close family friend, publicly backed Ravid. In an Instagram story, Tito praised Ravid, stating, "There is and will not be a person as good as Eyal Ravid, and this is unequivocally from a first source. Our father to us all." Tito is known for her active presence on social media, frequently sharing her opinions on various topics. Previously, in July, she commented on rumors surrounding Inbal Eldan and Ben Ozilbo, who were reportedly seen together in Tel Aviv, expressing strong criticism of the situation.