Einat Friedman

Hi, if you’re here you are probably looking for a professional, creative and experienced public relations firm to handle your business and public image. I’m glad you’re here – you have definitely come to the right place!

My name is Einat Friedman and I am the Vice President for Public Relations for J. Sassoon Group and the spokesperson for the Sassoon Family Continuation Trust.

Our clients enjoy the best we have to offer – extensive years of experience in the content, advertising and production worlds, strong and close relationships with journalists and advertisers, and the special energy that characterizes Einat Friedman LeadershiPR and drives the firm’s work. Our creativity, vitality, innovativeness and exquisite style – all in the service of your public relations needs.

I founded Einat Friedman LeadershiPR in 2014 after about 20 years of experience in advertising and production in advertising and media firms and in journalism. Our activity focuses on four main areas: public relations, business image-building, content production and business relationship building.

Friedman PR/ Leadership PR are now rebranded as Sassoon Friedman Group after the U.S. Based private equity firm J. Sassoon Group acquired the a 51% stake in the Israeli based public relation firm. The rebranding includes adding additional services offered in the Israeli market including government services for Israeli firms seeking to engage the U.S. and Greek markets.

Our activity focuses on four main areas: public relations, business image-building, content production and business relationship building.

Our Services, Friedman Public Relations

Business Image Building


Business Image Building


Government Engagement Services


Our firm has produced a wide range of prestigious, leading business magazines in Israel for many years. These magazines provide a platform for businesspeople in key positions in the Israeli economy, to influence and communicate.

The ‘Menahalim’ magazine was published at the end of December 2018 in Haaretz TheMarker, in collaboration with the newspaper’s commercial department. The magazine, which was issued in print and digital, included an annual summary and a view towards 2019 of senior executives in the Israeli economy. The magazine conducted interviews with managers driving change in organizations in diverse fields, addressing their corporate strategy, managerial outlook and the leadership values they instill in their organizations.

Forbes Israel has served as a standard for the world economy since 1917. The content published in the magazine provides quality local content, with a unique character – interviews with influencers in the Israeli economy, in-depth analyses and coverage of the premium world, as well as tourism, real estate, lifestyle and more. As part of the cooperation with the Forbes magazine commercial department we create high-level quality content for our clients, specifically targeting the Forbes Israel readership. 

Our clients also enjoy another project, special content productions we conduct for the magazine ‘Atmosphere’. The magazine is distributed to all El Al passengers, close to half a million people monthly! El Al-survey figures indicate that about 80% of the passengers browse through the magazine, which is considered a quality and enriching magazine. These content articles are also published in the online magazine ‘AT’.

In addition to these unique activities our firm also provides PR services. We design the precise mix of media visibility for each and every client. With abundant creativity, innovative thought and vibrant execution – we make sure our clients are portrayed in a complimentary and favorable light.

We invite you to meet and look forward to creating the most suitable and precise plan to fit your needs.

Talk to us.


The key words that guide our activity are Creativity, Visibility, Professionalism and Innovation.

While media has changed significantly over recent decades, some truths have not changed. One of them is that “a good name is better than riches”, and we excel in creating a good name for products, businesses, and more importantly – for the people behind them.

To all these we add the final touch that distinguishes our activity. In a world in which a picture is really worth a thousand words, product styling is not a dirty word, it is a must. It is an art, and we provide this service as well. We make sure to show your best side, both metaphorically and literally. Our content productions also include a photography team, makeup artist, designer and stylist.

And perhaps most important – we’re always looking for “the next thing”, and who knows, that might be you!

We will be glad to show the best of you to the world.


The Einat Friedman LeadershiPR team is at your service.


Einat Friedman