In the early days of the war in Gaza, criticism of Israel’s public diplomacy was loud and frequent. Today, that criticism has all but vanished, not because the issue has been resolved, but because it’s become invisible.
Israel is not merely failing at hasbara (public diplomacy); it is largely absent from the conversation altogether. And when Israel goes silent, others speak in its place, filling the vacuum with hostile narratives, out-of-context images, and stories stripped of complexity, humanity, and legitimacy.
The global result is clear: much of the world no longer sees Israel as a nation facing terrorism and holding hostages in Gaza. Instead, it is increasingly portrayed as an indifferent actor operating in a humanitarian crisis, without explanation, without responsibility, and without context.
The consequences are not just reputational; they are strategic. When a country loses control over how it is perceived, it loses its ability to shape international policy, maintain diplomatic alliances, and foster long-term economic partnerships.
The damage builds slowly but decisively — from weakened influence in global institutions to reduced cooperation and investor uncertainty in key markets.
For too long, Israel has left a messaging vacuum. The IDF Spokesperson, once a critical voice in global media, has all but disappeared from international view.
When Israel doesn’t speak, others will
At a time when Israel most needs to communicate — to explain its actions, share verifiable data, outline red lines, and express operational dilemmas alongside moral restraint — its official voice is nearly silent. Foreign press inquiries go unanswered. Global audiences are left with partial, often hostile, interpretations.
Even Israeli media shares responsibility. While the ground reality shifts rapidly and dramatic developments unfold daily, most local outlets focus inward — political spin, emotional discourse — rather than offering coherent, fact-based, globally oriented messaging.
When Israel doesn’t speak, others will. And when others shape the story, Israel is left to deal with the consequences.
Public diplomacy is not a luxury — it is a strategic function. It must move beyond slogans and embrace presence: human, precise, and intelligent. Israel must re-enter the global conversation with clarity.
Speak of the hostages. Of the threats. Of the operational dilemmas and the efforts to minimize civilian harm. Of Hamas’s responsibility — not only for the war, but for the suffering of its own people.
This is not about image. It’s about survival. About consensus. About maintaining the international support that Israel needs, not just to fight today, but to thrive tomorrow.
Because when a nation goes silent, the world writes its story for it.
And that’s exactly what’s happening now.
Aviv Agiv is a communications and strategy consultant