Israel's Global Messaging Efforts Hampered by Disorganization and Delays

Israel has struggled significantly in its global public relations efforts, particularly since the outbreak of the "Swords of Iron" war following the October 7th attacks. The article highlights a persistent lack of unified leadership and a slow, often delayed response to international criticism and narratives, leading to what is described as a "fiasco" in shaping global opinion. This has resulted in substantial damage, exemplified by the international controversy surrounding the Israeli film "Nezah."

The organizational structure for Israeli public diplomacy has been in flux for years. The Ministry of Public Diplomacy, established in early 2023, was short-lived and dissolved in October 2023, with its budget reallocated. The role of Head of the National Public Diplomacy Directorate remained vacant for nearly two years until Zippi Hotovely was appointed in April 2024, with Doron Spielman later appointed as the spokesperson for the directorate in July 2024.

During the war, IDF Spokesperson Daniel Hagari became a prominent figure, but the overall system lacked a clear, consistent message. Several incidents, including the death of Hind Rajab, the killing of World Central Kitchen aid workers, and the "Nezah" film controversy, exposed significant delays in Israel's response, allowing negative narratives to solidify. For instance, the initial response to the WCK incident involved denial of Israeli forces' presence in the area, which later evolved as investigations progressed, but the damage to international perception was already done.

Further complicating matters, key figures have departed. Ilon Levy, a prominent English-speaking government spokesperson, resigned in March 2024 after a controversial tweet. Moshik Aviv, head of the National Public Diplomacy Directorate, resigned in May 2024 after less than a year in the role. These departures left the directorate without leadership for extended periods, exacerbating the communication challenges.

The article also points to a lack of clear communication from military leadership, with the Chief of Staff and the current IDF spokesperson making infrequent public appearances. This vacuum has allowed events and their immediate aftermath to dominate international news cycles before Israel can effectively present its perspective, as seen in the "Nezah" film controversy where the Israeli embassy in Italy was aware of the screening but unable to prevent it or obtain a copy beforehand.