The Public Emissaries
Moti Rubinstein
Media and strategy professional · Founder of the “Lechatchila” channel
Moti Rubinstein is a resident of Petah Tikva and a father of three. He works in media, advertising, and strategy and made aliyah in 2001 from Argentina. He holds a bachelor’s degree in education and society from Ono Academic College.
He previously served as media adviser to the Mayor of Bnei Brak, Avraham Rubinstein, and provided strategic consulting for municipal campaigns and projects. Since 2018 he has been CEO of Pashkevil Ltd., an advertising, media, and strategy firm that specializes in the Charedi public. The firm advises organizations and companies on campaign management, strategy, content, and media buying.
He was one of the founders of “HaMakom,” a magazine for Charedim in the working world, and later its editor. In 2025 he founded “Lechatchila,” a Charedi media channel dealing with issues that concern the Charedi public and the working world: employment, education, the economy, academia, service, society, and local government. The channel operates online as well as through WhatsApp, Telegram, and a newsletter.
Alongside these roles, he has written, edited, and conducted interviews on Charedi society for years, and has been active in social media since 2012. He came to know the public he seeks to represent through years of media and community work with organizations, communities, and initiatives directed at Charedim in the working world.