Essential Components of Effective Public Diplomacy

1 Coordination & Management C. Engagement and Branding: Israel at Heart, Birthright, England) and in online surveys. These networks were activated
Jewish National Fund, Aish HaTorah. during Operation Cast Lead (2008).
of Hasbara Messaging D. Crisis Management: CAMERA, ADL, ZOA, AJC, The Israel
1.1 The National Hasbara Forum Project, The David Project, StandWithUs, AICE, Jerusalem 6
The Hasbara Apparatus: A. Formulating principle messages for domestic and foreign Center for Public Affairs (JCPA). Dynamism & Crisis Management
hasbara while distinguishing between direct, basic, and E. Strategic Partnerships: The Israel Project, JCPA, AIPAC, 6.1 Internet Warfare (Foreign Ministry, Hasbara

Units, Tasks and Areas of Responsibility

periodic messaging. ADL, CUFI, Jewish National Fund America (JFNA). Ministry)
B. Formulating policy responses to important events. A. The “Internet Warfare” network (Foreign Ministry): Official
C. Presenting hasbara policy recommendations to the 3 Engagement & Branding staff of the Foreign Ministry that works around the clock
Appendix to "Israel's Hasbara Problem: Myths and Facts" government based on varying scenarios. writing pro-Israel responses on websites in Europe and the
D. A weekly meeting with the participation of the IDF, the
Improving Israel's positive image United States, and participates in conversations that deal with
Coordinator of Settlement Activity, the Shin Bet, and the Examples: In 2010, the Foreign Ministry increased the marketing Israel on blogs, Facebook, Twitter and YouTube.
police to reassess the situation and formulate a hasbara plan budget designated for Israel branding from NIS 40 million, of B. The “Web Listener” network (Foreign Ministry): Official staff
Hasbara Apparatus: for the Arab population.
E. A meeting once every three months which includes media
which only 10 million was designated specifically for marketing
and hasbara, to NIS 100 million, exclusively designated for
of the Foreign Ministry which constantly tracks blogs, the BBC
website, and Arab websites.
consultants, market advisors, and experts in the fields of marketing and hasbara. Special emphasis was put on social C. The “Situation Room” (Hasbara Ministry): The hasbara
Department in the Prime Minister’s Office. networking with a focus on advancing six areas in which Israel
psychology and economics to assess the hasbara situation apparatus’s virtual network designated for emergencies. The
Responsible for Israel’s hasbara activities and has a comparative advantage: Environment (with an emphasis “room” operates in five different languages (English, Russian,
on the ground, determine hasbara strategies, and solidify the
acts as spokesman for the Prime Minister. The apparatus tenets of proactive hasbara programs. on desert agriculture); Science and technology (medicine, Spanish, Arabic, and Hebrew) and has three central staffs: new
has two parallel arms: the national hasbara headquarters Internet, high-tech industries); Culture and art; The variety of media, Diaspora relations, and hasbara information monitoring.
National hasbara headquarters coordinates unified hasbara policy and 1.2 The National Hasbara Forum, Foreign Ministry, ethnicities and traditions; Lifestyle and literature; Social justice
and the communications and spokesperson’s unit. The staffs of The "Room" activates hundreds of activists and
messaging for the official spokespeople for the State of Israel. The (support for special needs populations) (Foreign Ministry).
following fall under its auspices: the Arabic communications advisor to the
and the Hasbara Ministry: Logistics and Professional senior bloggers as well as over one hundred thousand Internet
Tasks: Responsible for working with Israeli and Training Other branding projects include: Project “These are the social network users (These networks were activated during the
Prime Minister, the Internet and new media department, and all hasbara
international media, hasbara units, pro-Israel individuals and policy field coordinators, both military and civilian. Headquarters Compiling and distributing hasbara materials: editorials, Journeys of the Children of Israel” (Traveling Art Exhibition) Marmara Flotilla in 2010 and the Gaza Flotilla in 2011).
and organizations worldwide, and the operation of all are in constant contact with pro-Israel individuals and organizations content pages, presentations, films, Internet forums and Project “Celebrating Israel” (Tribute to Israel Parade down D. Initiatives to deliberately remove anti-Israel messaging
websites and social networks for the Prime Minister’s Office.
Officially, the apparatus is limited to state and national
National Hasbara that function locally and worldwide. It coordinates these bodies to
advance the objectives and stances of the State of Israel. Headquarters
(Hasbara Forum). New York's 5th Avenue) sponsored by the Hasbara Ministry
and informal partners abroad.
from the Internet (Hasbara Ministry's Department of New
Media): E.g. The fight to remove the Third Intifada application
issues and does not handle political or party issues. Headquarters transmits essential hasbara messages and assists in the production
of hasbara materials. Headquarters places special emphasis on social 2 Informal Hasbara 4
from the Apple Store and the fight to remove the Facebook
page that calls for the Third Intifada.
networks, a methodology that stems from a belief that direct, unmediated Long-Term Partnerships
communication with a broad public around the world will engender Main Tasks: 6.2 Students Abroad (Foreign Ministry, Hasbara
trust and promote the reliable transfer of the State of Israel’s hasbara Partnerships with Diaspora Jewry (hasbara
1. Mapping voluntary hasbara organizations in Israel and the Ministry, and Jewish Agency)
messaging. Like the National Hasbara Forum, hasbara headquarters holds headquarters, Foreign Ministry, and Hasbara Ministry).
regular meetings for the “New Media Forum” to promote Internet and world, and identifying the unique hasbara needs of each A. “Faces of Israel” Project (Hasbara Ministry). Sending a
social network based hasbara. organization based on its target group (students, Jewish Essential activities: delegation of young people from Israel to campuses abroad
communities, etc.) A. “Round table” of organizations (hasbara headquarters). to reinforce the existing hasbara networks during “anti-Israel”
2. Holding a roundtable once every other month with hasbara B. Formulating unique hasbara programming for Jewish events such as “Israel Apartheid Week” (Hasbara Ministry).
organizations in order to regulate and coordinate partnerships communities around the world according to their needs B. Bringing high school students from the Diaspora to Israel
and to develop joint hasbara programs. (hasbara headquarters and Foreign Ministry in conjunction to prepare them “for their departure to campuses where
Foreign Ministry IDF Spokesperson’s they will fight against the phenomenon of delegitimization”
with the “Nativ” Liaison Bureau, the Jewish Agency, the JDC,
Department of Media Division 2.1 Informal Hasbara through Israelis: and other Jewish organizations). (Hasbara Ministry).
& Hasbara Division of the IDF. Responsible for
A. Projects “We Are All Ambassadors” and “Explaining Israel”. C. Hasbara seminars for Jewish communities in the Diaspora
Department of the Foreign Ministry.
1 5 1
representing the Israel Defense Forces B. Logistics and Professional Training (National Hasbara (Hasbara Ministry). At present there are 20 hasbara seminars 7 Strategic Targeting
Entrusted with the hasbara of the Foreign to Israeli and international media. Forum, Foreign Ministry, Hasbara Ministry). for lay leadership held around the world in Europe (Austria
Ministry. Responsible for both traditional 2 6 Considered a part of the hasbara C. Training delegations (Hasbara Ministry). and Britain), North America (USA), South America (Brazil, 7.1 Arabic Communications (National Hasbara Forum
5
and new media, media relations both apparatus. Mexico, Columbia, Argentina, Chile, Guatemala, Paraguay, Peru, and Foreign Ministry)
D. Finding and producing content for representatives and
foreign and Israeli, as well as general 3 7 6 Tasks: Promotion of hasbara on the target communities abroad (Foreign Ministry).
Venezuela, and Costa Rica). Additional seminars are planned for
public relations. The department's goal is Argentina, Uruguay, Brazil, Columbia, Chile, and Peru. A. Directing official spokespeople of the State of Israel to
4 Internet through new media by operating E. Building companies in different countries to channel Arabic-language media (Foreign Ministry).
to relate the Israeli narrative to the world, the IDF's official of the IDF's official hasbara messages from the State of Israel (Foreign Ministry). B. Upgrading hasbara websites in Arabic and Persian (Foreign
in its entirely and in all its diversity. This
division (Media and Hasbara) is part of
English website and blog, Youtube
F. Students Abroad (Foreign Ministry, Hasbara Ministry,
5 Multi-Dimensional Ministry).
channel, Twitter profile and Flikr account.
the broader public diplomacy apparatus Jewish Agency). This includes: “Hasbara Emissaries” (Jewish Communications Strategy 7.2 Targeting Opinion Makers (Foreign Ministry and
of the Foreign Ministry. Agency and Hasbara Ministry in conjunction with Hillel);
Areas of Responsibility: Management of National Hasbara Forum Israeli cultural events on campuses (Hasbara Ministry); 5.1 Determining Hasbara Messages (National Hasbara Ministry)
the press and spokespeople, information The Jewish Agency for Bringing American students to Israel in programed, Hasbara Forum) A. Formulation of messages aimed at opinion makers.The
Under the auspices of the national hasbara
production, digital diplomacy, hasbara headquarters and determines Israeli hasbara Israel educational frameworks like “Taglit” and “MASA”; Sending Building a database of speakers, experts, and officials trained Foreign Ministry defines "opinion makers" as: state officials
and branding, and communication with Israeli lecturers to campuses in the United States and to appear before the media in specific, desired fields. such as the President and/or Prime Minister, his/her cabinet,
policy on domestic and foreign issues. It includes A worldwide Jewish organization that deals the Foreign Minister, the Speaker of the Parliament and
of civil society (battling delegitimization). Canada; Improving Jewish students rhetorical skills in
hasbara agents and official spokespeople for the with hasbara, primarily through informal 5.2 Media Relations (Hasbara Ministry & Foreign
2 the areas of hasbara and new media (Hasbara Ministry); opposition, the ten most prominent members of parliament,
State of Israel both locally and abroad who adhere representatives.
Amending campus curricula worldwide to reflect “Israel’s Ministry) up five representatives of top non-governmental organizations;
to the synchronized positions, messages, reactions, 4 Tasks: Recruitment, training and up to ten of the most influential reporters.
heritage and the long standing connection of the Jewish A. Establishing set briefings in Hebrew, various foreign
and commentary produced by the Forum. deployment of Israeli “messengers” to people with the land of Israel” (Hasbara Ministry); “Faces languages, and Arabic for local press (hasbara headquarters). B. Bringing influential opinion makers as individuals and
Tasks: 6 various countries worldwide for hasbara of Israel”, a project sends delegations of young Israelis to
B. Establishing press briefings for foreign press abroad delegations to Israel for weeklong visits (Foreign Ministry).
1. Proactive advocacy (briefings, composition of and education. Transporting hundreds of campuses abroad to display the diverse faces of Israeli
The Ministry of Public thousands of Jews from around the world (Foreign Ministry). C. Bringing senior radio announcers from the United States
materials) society (Hasbara Ministry).
to Israel in different capacities (“Taglit”, C. Improving the skills of the official spokespeople of the State to Israel so that up on their return they will stress positive
Diplomacy & Diaspora 2. Increased cooperation and coordination between “MASA”, etc.) to help them become G. “Israel’s Hopes are in You”, a project that trains high school
of Israel for local communication (National Hasbara Forum). elements of Israel in their broadcasts (Hasbara Ministry).
Affairs hasbara agents of the Prime Minister’s Office and goodwill ambassadors for Israel. students to do virtual hasbara online aimed at their peers
D. Organizing media delegations for foreign journalists in D. Hosting delegations of elite university professors who teach
the Foreign Minister with hasbara agents in the field around the world (Foreign Ministry in conjunction with the
Government office. (Previously known Israel (Foreign Ministry) about Israel (Hasbara Ministry).
1 5 of security. “Ort” network).
as “Ministry of Diaspora Society and the E. Managing professional connections with foreign writers E. Sending Israeli speakers from different fields abroad to
3. Hasbara to Arab populations.
Fight Against Anti-Semitism") 2 6 Ministry of Tourism 2.2 Informal Hasbara Through Partnerships with posted in Israel (Foreign Ministry). appear before select, targeted audiences and local media
Tasks: To significantly increase the 4. Expanding cooperation with relevant hasbara Foreign Organizations: (Foreign Ministry).
3 7 organizations. Government ministry. Responsible for F. Actively managing new media channels like Facebook and
national hasbara effort. Mobilizing A. Media: Committee for Accuracy in Middle East Reporting Twitter (hasbara headquarters, Foreign Ministry, Hasbara F. Organizing annual international seminars for young,
the development and marketing of
citizens of Israel and Diaspora Jews in 4 5. Internet Hasbara. in America (CAMERA), Israel on Campus Coalition (ICC), Ministry, Tourism Ministry by way of its embassies, IDF non-Jewish opinion makers in Europe (Hasbara Ministry in
tourism in the State of Israel.
public diplomacy with an emphasis on Forum Participants: Headquarters' chief of staff, Anti-Defamation League (ADL), Americans for a Safe Israel, spokesperson). conjunction with the Interdisciplinary Center in Hezliya).
the battle against delegitimization. Tasks: Strategic development and brand
spokespeople for: the IDF, the police, the Foreign 3 management to encourage tourism
The American Jewish Committee (AJC), The Conference G. Organizing a Media in Conflicts Seminar (MICS) for
Areas of Responsibility: Management of Ministry, the Ministry of Defense, and the Ministry of Presidents of Major American Jewish Organizations, 5.3 Internet Warfare (Foreign Ministry, Hasbara journalists and media personnel to encourage a more positive
5 to Israel. The Ministry acts as an office Ministry)
general hasbara for Israeli and Diaspora of the Interior, a representative of the Foreign StandWithUs, Christians United for Israel (CUFI), the Israel attitude towards Israel specifically when it comes to the
for engagement and disseminates
societies, the Hasbara Center, the Ministry, directors of communications for all Project. A. Partnership with relevant Israeli organizations to construct Palestinian-Israel conflict (Hasbara Ministry in conjunction
knowledge and promotional materials
Government Publications Bureau, and of the above as well as a representative of the B. On Campuses: CAMERA, ICC, ADL, StandWithUs, CUFI, websites that provide hasbara materials and others capable with the Interdisciplinary Center in Herzliya).
wordwide, organizes seminars and
the Government Press Office. Government Press Office. The David Project, Israel at Heart, Zionist Organization of translating state hasbara materials into a myriad of foreign H. Setting up an Israeli booth with hasbara materials at book
educational tours, coordinates journalism
and public relations, and helps major of America (ZOA), Hillel, American Israel Public Affairs languages. fairs in Russia, Germany, and cities of UN member states and
tourist companies market Israel as a Committee (AIPAC), Scholars for Peace in the Middle East, B. Recruiting volunteers from abroad to provide an Israeli publishing “Bridges to Culture” [in Fankfurt] (Hasbara Ministry
* tourist destination. American Israeli Cooperative Enterprise (AICE), Hillel. point of view on European news sites (Germany, Spain, in conjunction with “Nativ”).
The chart refers exclusively to official hasbara units.