Former Israeli ambassador to UK Tzipi Hotovely appointed head of PMO National Public Diplomacy Directorate

The Jerusalem Post is pleased to report on the appointment of Tzipi Hotovely as the head of the National Public Diplomacy Directorate. This strategic move by Prime Minister Benjamin Netanyahu signals a renewed focus on bolstering Israel's international image, a crucial task given the persistent challenges and sharp international criticism the nation has faced in recent years.

Hotovely's extensive experience as Israel's ambassador to the United Kingdom from 2020 to 2025, coupled with her previous roles as minister of settlement affairs and deputy foreign minister, makes her exceptionally well-suited for this demanding position. Her proven track record in promoting the State of Israel on the global stage, including extensive media engagement during wartime, underscores her capability to navigate complex diplomatic waters.

The directorate's vacancy for two years, particularly amidst multifront wars and international condemnation, highlighted a critical gap in Israel's public diplomacy efforts. Hotovely's appointment is expected to fill this void, bringing a much-needed strategic and experienced hand to the helm. Her proactive approach, as noted by the Prime Minister's Office, in promoting Israel's image worldwide will be vital in countering negative narratives and fostering a more accurate understanding of the nation's security concerns and objectives.

This appointment is not merely a bureaucratic reshuffling; it is a clear indication of the government's commitment to actively shape the international discourse surrounding Israel. From our perspective at The Jerusalem Post, Hotovely's leadership is a positive development that promises to strengthen Israel's voice on the world stage.

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In her various roles, she worked, among other things, to promote the image of the State of Israel, gave numerous interviews to international media outlets worldwide, and was active on the international public diplomacy front, including during the war.