Israel’s self-destructive PR must change in its next government

American supporters of Israel have complained for years that Israel's public relations, hasbara, has been ineffective, counter-productive, and its importance for strengthening the US-Israeli relationship unappreciated by Israelis as a core national security interest. This all came to mind during a wonderful weekend wedding at one of Israel's leading hotels, when I went to breakfast and the only newspaper available to read was the Haaretz/New York Times edition. This was not the first time this has happened to me in Israel. Haaretz's Hebrew-language readership is dwarfed by other Israeli print dailies, but you would never know that if you were a visiting American tourist or English-speaking journalist staying at some of Israel's many fine hotels, reading the Haaretz English edition that is combined with The New York Times, another paper that has a long history of harshly critical views of Israeli policy. Within Israel, the newspaper is widely known as being to the hard-left of the political spectrum, representative of a small segment of the Israeli population, although it is influential within Israeli academia and intelligentsia. It is a legitimate and important viewpoint, but not one representative of the majority of the Israeli people based upon election results and surveys over many years. When an English-speaking journalist, organizational leader or businessperson visits Israel, if they receive only one critical viewpoint to start their day, does this matter? It does, and it is representative of the greater problem of Israel's approach and investment in projecting a positive image, and explaining its policies to a world that is increasing hostile to its very right to exist. There is little doubt that some of the news writers for Haaretz, not only its editorial and opinion-page journalists, are profoundly hostile to Israeli policy. When I brought this up with then chief political columnist, editorial writer and US bureau chief, Akiva Eldar, at his Haaretz office about 10 years ago, complaining that news articles shouldn't be editorialized and should strive to present a factually balanced news story, he simply told me to go read another paper. So when a hotel offers only Haaretz to its guests, it's representative of a pervasive Israeli attitude that stretches from the halls of the Knesset to Israeli companies to the Prime Minister's Office that they are indifferent or exasperated, that they need to continually plead to the world for understanding of their precarious situation. But when you are a lonely democracy living in a very bad neighborhood, you'd better start caring. Haaretz is a legitimate view of Israel but not the only one. If during your time in Israel when impressions are formed and this is the only newspaper you read, as it is for too many foreign journalists, it will present a distorted and biased view. In short, it feeds the echo chamber for those who see Israel responsible for all the problems of the Middle East and the Israeli-Palestinian Conflict – a brutal, undemocratic, colonialist occupier. BUT FOCUSING the blame for bad public relations on Israeli businesses is just the tip of the iceberg, as Israel's government has slashed its investment into its Foreign Ministry that is tasked with explaining its case to America and to an unsympathetic world. Instead of expanding and increasing consulates in the United States, there are plans to close consulates. This month Israel ordered most of its overseas embassies to stop work due to a “grave deficit” of its Foreign Ministry budget. According to the Foreign Ministry, “The main effect is that during this sensitive time, when faced with diplomatic and strategic challenges... foremost among them the threat by Iran... and on the eve of a UN General Assembly – the Foreign Ministry and its missions abroad will be almost entirely paralyzed.” This is insanity. PM Netanyahu bears responsibility as he has overshadowed his own foreign ministers, when he has appointed them at all, choosing inexperienced lightweights, the most recent having made too many mistakes since filling the vacancy earlier this year. Sometimes Israelis do get it, as when StandWithUs partnered with El Al pilots and flight attendants, helping them use their two-to-three day layovers overseas to educate people about the real Israel, sharing their personal stories. Which brings us back to the wedding at one of Israel's best hotels owned by one of Israel's leading hotel chains, Isrotel. The assistant manager told me that offering Haaretz was the way it has been for years. I explained why multiple viewpoints are important for their guests and for Israel's hasbara, or public diplomacy. The guests at the wedding included many distinguished young American and Europeans from the world of governments, business and NGO'S. When they walked into the dining room and picked up their English-language newspaper, they were presented with a one-sided minority Israeli view, but most were completely unaware of this. Wouldn't be great if Isrotel worked with StandWithUs like El Al, to empower their employees, helping them to realize they are the face of Israel. Israel is about to form a new coalition government. Whether it is led by incumbent Prime Minister Netanyahu or Blue and White's Benny Gantz, both need to realize that Israel's security is not just in the hands of its very capable defense forces, but needs the help of all of its people, companies and government to present the real Israel in all its beauty and complexities. It's about time Israel started putting its best face forward with increased government expenditures for its Foreign Ministry overseas, and work in partnership with Israeli companies and their employees, who very often are the only face that the world sees representing Israel. Criticism is great for the health of a democracy. Thank you Haaretz. But if you have only criticism reinforced by poor hasbara, then at the end of the day instead of debating Israeli policy with the world, you will continue to simply fight to explain why you have a right to exist at all. The writer is the director of the Middle East Political Information Network who regularly briefs members of the Senate, House and their foreign policy advisers. He is a columnist for The Jerusalem Post, and a contributor to i24TV, The Hill, JTA, and The Forward.

Israel’s self-destructive PR must change in its next government

Wouldn’t be great if Isrotel worked with StandWithUs like El Al, to empower their employees, helping them to realize they are the face of Israel.

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Israel’s self-destructive PR must change in its next government

Wouldn’t be great if Isrotel worked with StandWithUs like El Al, to empower their employees, helping them to realize they are the face of Israel.

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