Noam Shapira appointed first Director of National Public Diplomacy Staff since before October 7

Lieutenant-Colonel (Res.) Noam Shapira has been appointed as the Director of Israel’s National Public Diplomacy Staff, a position that has remained vacant since January 2023. The appointment has faced criticism concerning Shapira's previous involvement in influence operations and the method of his selection.

The government exempted the role from the standard tender process, leading other candidates to claim the process was predetermined in Shapira's favor. Shapira previously served as a commander in the IDF Operations Directorate, where his unit reportedly created the Telegram channel “72 Virgins - Uncensored.” This channel was accused of conducting an influence operation targeting Israeli citizens after the October 7 attacks, publishing graphic footage and crude Hebrew messaging.

Shapira defended his unit's actions, stating they were reviewed and found to comply with IDF orders and military protocols. Tzipi Hotovely, head of the National Public Diplomacy Directorate, rejected the criticism, emphasizing Shapira's unanimous selection based on his "management capabilities, strategic thinking and a deep understanding of the world of public diplomacy after many years in the IDF."

The National Public Diplomacy Directorate, located within the Prime Minister’s Office, is responsible for coordinating Israel's official messaging across various agencies, including the IDF Spokesperson, police, Shin Bet, and Mossad. The absence of a centralized hasbara system was particularly noted following the October 7 massacre, with 74% of Israelis perceiving Israel's public diplomacy during the Israel-Hamas War as a failure. Shapira's appointment is intended to address this perceived deficiency.

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management capabilities, strategic thinking and a deep understanding of the world of public diplomacy after many years in the IDF.