Samsung storm: Rani Rahav against Tal Alexandrovich - "Enough with fake news"

The crisis of the crisis manager. Did the CEO and owner of Ben Horin Alexandrovich take part in her own client's campaign without proper disclosure?

Following the launch of the Galaxy Z Fold8 series last July, a special sponsored content section in collaboration with Samsung appeared on the Calcalist website under the headline "Fold Ultra Factors – Israel's multi-tasking managers."

The project featured video clips of senior executives explaining how the device upgrades their workday. Among the participants: Ohad Sandler, founder of Good Pharm, Oshrat Levi, CFO at Sphera, Ori Levi from Gindi Investments, and others.

However, appearing alongside them was Tal Alexandrovich-Segev, CEO and owner of Ben Horin Alexandrovich. Unlike the other participants, Alexandrovich is the communications consultant and official spokesperson for Samsung since her firm received the PR budget in November 2025 – an exceptional and rare case where a PR professional stars herself in a sponsored campaign for the client she represents, with no disclosure at all.

In her remarks in the campaign, it was said about Alexandrovich: "Manages communication crises from anywhere with her Galaxy Z Fold8 Ultra," without mentioning that she is also responsible for a Samsung communication crisis, should one occur.

The move sparked a storm on social media, as Rani Rahav, a colleague in the PR world, launched a frontal attack against Alexandrovich over the lack of disclosure:

"Is it possible that you are the Samsung spokesperson and didn't bother to mention it? Disclosure? Appearance? Good evening, in our profession integrity must be our guiding light!!! Even in marketing content, it is mandatory to tell the truth!!!! Enough with fake news."