In the current political landscape, opposition parties and research institutions are advocating for a more robust hasbara, or public diplomacy. Many believe enhancing this diplomatic effort is vital to ousting Prime Minister Benjamin Netanyahu. Yet, amid these calls for action, key figures have neglected to specify the assertive messaging required to overhaul Israel’s weak communication strategies of recent decades.
The Need for Direct Messaging
Many politicians and analysts discussing hasbara seem hesitant or incapable of identifying the transformative messaging necessary for a strategic shift. For instance, former Knesset member Dr. Einat Wilf, who is part of the Reservists-Economic party, is pushing for an increase in resources for the Foreign Ministry aimed at combating anti-Israel narratives. However, while her initiatives and proposals, including a seven-point national policy plan that integrates public diplomacy into national security, are commendable, they often fall short of outlining the actual content of the hasbara required.
Dr. Wilf’s emphasis on a centralized hub for hasbara efforts highlights the need for Israel to adopt a proactive rather than reactive stance. This means shaping international dialogues around Israel’s narratives rather than merely responding to criticisms. However, the vital question remains: what should this messaging encompass? Without a clear definition and strategy, these initiatives may falter.
Rethinking Israel’s Public Diplomacy
A fundamental shift is needed in Israel’s public diplomacy to prioritize more unequivocally Jewish themes. Historically, secular messaging has dominated, focusing primarily on security concerns and diplomatic efforts. Nonetheless, the ongoing ideological challenges faced by Israel necessitate a return to core Jewish identities and narratives that affirm Israel’s historical claim to the land. This narrative must articulate the Jewish connection to Israel, emphasizing rights in Jerusalem and the broader regions of Judea and Samaria.
A strong and authentic messaging framework must address history, justice, and the Jewish people’s connection to the land. Even nations like the United Arab Emirates acknowledge the importance of Israel’s cultural and historical identity. Therefore, it is essential for Israel to confidently convey its identity as a reunion of faith, people, and land in its international discourse.
Claiming and Communicating Strength
Owning and articulating Israel’s strengths is non-negotiable. Public messaging must boldly present Israeli military capabilities, demonstrating how this power is judiciously utilized to combat threats from Iran and various jihadist groups. Israel is positioned as a formidable entity in a turbulent region, striving to restore deterrence and strategic dominance without apology. The ongoing challenges faced in the battlegrounds of Gaza, Lebanon, and Syria should not be shied away from; they contrast starkly with the calls for a gentle diplomacy that fails to address Israel’s pressing security realities.
Moreover, transparency regarding Israel’s defense policies will foster respect, even among detractors, who may not support its actions but can recognize the legitimacy behind them. The narrative around Israeli strength and decisiveness is crucial for bolstering public diplomacy efforts.
Adopting Realism in Messaging
Lastly, a commitment to realism and truth-telling in Israel’s public diplomacy is paramount. This entails not only reiterating the Jewish people’s historical rights but also clearly articulating why certain diplomatic approaches, such as the two-state solution, are no longer feasible or trustworthy. The global landscape has evolved since the Oslo Accords, and clinging to outdated paradigms will only lead to further misunderstandings and failures.
Acknowledging the complexities of modern geopolitics and the realities faced by the Palestinian leadership is a prerequisite for sustainable communication. Israel must communicate a clear message that prioritizes security while also embracing a more assertive diplomatic approach grounded in honesty, strength, and cultural clarity.