Israel Needs to Reposition Its Global Image, Expert Argues

Israel's public diplomacy efforts are stuck in the past, failing to adapt to the digital age where public opinion is shaped on social media, according to Dr. Yaniv Levitan. He argues that Israel must shift from a reactive, defensive stance to a proactive one, leading the discourse and showcasing its multifaceted identity beyond conflicts.

Levitan criticizes the traditional approach of explaining Israel's position, stating it's an outdated tool lost in the noise of algorithms that favor extreme emotion and simplicity. This outdated model, he contends, leads to a constant erosion of international legitimacy. The core problem is reactive communication, where Israel is forced to defend itself against criticism rather than setting its own narrative, projecting an image of weakness.

To overcome this, Levitan proposes a new strategy based on three pillars: transitioning from institutional diplomacy to decentralized diplomacy, context-driven marketing, and moving from a defensive to a proactive cultural profile. He suggests that the state should act as a facilitator and logistician for a broad network of citizens, content creators, researchers, and entrepreneurs who can organically represent Israel in authentic, localized ways.

Instead of promoting idealized images, Israel should brand itself as a "global laboratory for humanity in dealing with extremism and an uncertain future." Levitan emphasizes Israel's expertise in innovation, resilience, and reinvention under pressure as a compelling and inspiring narrative. He points out that Israel offers valuable solutions to global problems in areas like water, climate, energy, cyber, and medicine, making it an integral part of solving humanity's challenges.

Finally, Levitan calls for decoupling international communication from the security emergency. He believes a smart marketing system should maintain a consistent presence year-round, highlighting culture, science, technology, music, cuisine, and social entrepreneurship. This strong cultural foundation during normal times, he asserts, acts as a robust defense during crises, with the battle for perception won through digital engagement and human connections, not just UN speeches.