Internal Netanyahu Office Messages Reveal Strategic Media Manipulation Tactics

Internal communications among senior aides in Prime Minister Benjamin Netanyahu's office, including Yonatan Orich, Eli Feldstein, and Topaz Look, have exposed a coordinated strategy aimed at shaping media narratives. Feldstein, previously described as a junior advisor, acted as a strategist and spin doctor, working closely with Netanyahu's political spokesperson Topaz Look from October 7, 2023, and referring to themselves as "reality creators." Journalist Avishai Greenzeit reported on i24NEWS that these advisors orchestrated psychological operations and briefings targeting senior defense officials during the ongoing conflict.

On December 17, 2023, Orich drafted a false leak claiming Minister Ayoob Kara criticized IDF Chief of Staff Herzi Halevi for missing government meetings, despite Halevi not being invited. On June 21, 2024, Orich and Feldstein promoted a media query designed to sow discord between Halevi and Defense Minister Yoav Galant by alleging Galant was pushing for Eyal Zamir's appointment as Chief of Staff behind Halevi's back. The team routinely manufactured spins and managed crises, including a fabricated scoop on June 20, 2024, about a dispute between Avigdor Lieberman and Naftali Bennett over list placements, which Orich admitted was a planned spin.

Facing a State Comptroller report on April 6, 2024, criticizing the 27 million shekel cost of Netanyahu's private residence renovations, Orich told Feldstein he had "no way to explain it" and therefore chose to attack, coordinating blame-shifting to former Prime Minister Naftali Bennett through prior parliamentary queries. Ahead of a November 20, 2023 meeting with families of hostages, Feldstein suggested feeding Netanyahu personal information about victims to create the impression he was well-informed and could surprise them.

Their media relations also involved controlling commentary guidelines, as revealed when Orich and Feldstein dictated content to Channel 14 analyst Yaakov Bardugo. This was accidentally exposed by the media watchdog Ein Hashviya when the raw instruction text was mistakenly published on the channel's website.