Mother of Channel 12 reporter makes a dramatic decision: "I'm tired, it's time"
The dramatic decision of Irena Shalmor, mother of Channel 12 reporter Gilad Shalmor, comes shortly after the moving blessing she dedicated to her former daughter-in-law Adva Dadon and is causing many ripples in the industry.
After 46 years of activity at the top of the public relations industry in Israel, Irena Shalmor, one of the country's leading PR figures and mother of Channel 12 reporter Gilad Shalmor, has made a dramatic decision and announced the closure of her office. The move comes shortly after she drew public attention following a moving gesture toward her former daughter-in-law, Channel 12 journalist Adva Dadon, on the occasion of her marriage to actor Yadin Gelman.
In a conversation, Shalmor provided a glimpse into the considerations that led her to this significant step and the end of a glorious chapter in the industry:
"I'm tired. It doesn't interest me anymore and I don't have the passion. The profession itself has also changed its face a lot," she shared honestly.
Shalmor explained that her desire is to make room for new challenges before it is too late: "I want to give myself a chance to develop another career, I am really on the edge in terms of age, strength, and energy. If I am to create something else, then this is the time."
Shalmor added that behind the scenes, close and warm relations are maintained between the families, far from the eyes of the cameras. "We have an active WhatsApp group. During the wedding week, I met her at a cafe and gave her a gift. Gilad was invited to the wedding and so were we," she noted, proving that even after a separation, it is possible to maintain healthy family values.
Shalmor's retirement sparked a wave of words of appreciation from colleagues in the industry, among them PR man Rani Rahav, who paid her exceptional respect:
"There were women in Israel who led the world of PR, but above them all was Irena Shalmor, who was a giant in her generation, a guru in her own right," wrote Rahav, adding warm wishes for her continued path.
