In a divided world, Israel needs a new hasbara playbook - opinion

In an era marked by a deeply fractured global landscape and escalating anti-Israel sentiment, The Jerusalem Post argues for a fundamental reimagining of Israel's public diplomacy efforts. The recent appointment of new "public diplomacy" chiefs in the Prime Minister's Office and Foreign Ministry presents a critical juncture to overhaul outdated strategies, particularly in the wake of the Iran war, a divisive Congressional vote, and renewed boycott initiatives in Europe.

The core of the proposed new playbook lies in two key areas: actively bringing influential figures to Israel for transformative experiences and shifting the messaging to emphasize "Israeli strength" and "Jewish faith." The Post has long advocated for such influencer missions, recognizing their unparalleled effectiveness in fostering genuine support for Israel. While acknowledging the challenges posed by hostile anti-Israel campaigns that aim to "contaminate" Israel's image, the strategy prioritizes engaging with sectors that still harbor goodwill, offering them an unvarnished view of the country's complexities.

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Nothing, but nothing, more effectively develops friends for Israel than a well-planned visit to this country. Such visits are always overwhelmingly transformative.

Furthermore, the article calls for a departure from the Oslo-era approach of solely explaining security concerns or diplomatic overtures. Instead, it champions a forthright narrative that celebrates Israel's "ferociousness" – the justified use of power against existential threats – and unequivocally proclaims indigenous Jewish rights. This robust messaging, intertwined with a restored sense of Jewish faith, is presented not just as a diplomatic tool, but as an essential component of Israel's identity and its right to self-determination. The Post believes this assertive stance is crucial for commanding respect in a world that often misunderstands or deliberately misrepresents Israel's position.

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Needed is forthright talk about Israeli ferociousness – the justified use of power to fight Iran, Islamic jihadism, and annihilationist-against-Israel Palestinianism; and a narrative that proclaims incontrovertible, indigenous Jewish rights in Israel, and which speaks of Israel as a grand reunion of faith, people, and land.