The battle for the truth: Israeli public diplomacy is at a critical test - opinion

Israel is engaged in a critical battle for international public opinion, a struggle that has intensified significantly since the events of October 7.

While soldiers fight on the battlefield, a parallel war over the narrative is being waged, one where Israel has repeatedly faltered. This failure is attributed not only to strong opposing propaganda but also to deep-seated internal weaknesses. The National Public Diplomacy Directorate, intended to lead this effort, has operated without a permanent director, a unified strategy, or real authority, making victory nearly impossible.

The aftermath of October 7 starkly illustrated these shortcomings. Social media became a breeding ground for staged or partial videos, out-of-context images, and outright falsehoods, rapidly gaining millions of views. Israel's response was often too late, refuting claims only after significant damage to its public perception had already occurred. Serious accusations, even those later disproven, circulated widely before facts could be verified.

Failures were also evident in international television coverage, where Israeli spokespersons were frequently trapped in hostile interviews. Commentators and reporters sometimes crossed the line from legitimate criticism to emotionally charged rhetoric, occasionally bordering on antisemitism. This environment allowed criticism of military actions to morph into a broader campaign of delegitimization, deepening Israel's international isolation.

The article contends that Israel's public diplomacy system is fragmented across various government ministries, security bodies, and external organizations, each operating with its own considerations. This lack of coordination hinders a cohesive and effective response, necessitating urgent structural reform to address the challenges in shaping a more favorable global narrative.