Israel quadruples PR budget to $730M amid global reputation crisis

Jerusalem Post, an Israeli publication, reports on the significant increase in Israel's public diplomacy budget, framing it as a necessary response to a global "war for hearts and minds." The article highlights that lawmakers approved a staggering $730 million for public diplomacy in 2026, a more than fourfold increase from the previous year and a massive jump from pre-war allocations.

This unprecedented spending comes amid a noticeable decline in international support for Israel, particularly in its most crucial ally, the United States. Polls cited in the article reveal a concerning trend: 60% of Americans now view Israel unfavorably, a seven-point increase in just one year. The erosion of support is particularly striking among younger Republicans and the religiously unaffiliated, traditionally strong bases of support.

The article quotes Foreign Minister Gideon Sa'ar, who emphasizes the existential nature of this "war" and the need to invest heavily in public diplomacy, comparing it to investments in military hardware. The establishment of a dedicated public diplomacy unit within the Foreign Ministry signifies a structural consolidation aimed at improving the effectiveness of Israel's messaging efforts, which have previously been scattered across various ministries.

From an Israeli perspective, this budget increase is not merely about public relations; it's about national survival and countering what is perceived as a concerted effort to isolate the country. The article implicitly suggests that Western media coverage may not fully grasp the urgency and scale of the challenges Israel faces in shaping its global image. The focus on social media campaigns and hosting foreign influencers underscores a strategic shift towards more direct and targeted communication, aiming to bypass traditional media narratives and connect with diverse audiences.

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We had a major breakthrough this year, but we must as a country invest much much more. It should be like investing in jets, bombs and missile interceptors. In the face of what’s arrayed against us and what’s invested against us, it’s far from enough. This is an existential issue.