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 Dynamism & Crisis Management A. Formulating principle messages for domestic and foreign Center for Public Affairs (JCPA). The Hasbara Apparatus: hasbara while distinguishing between direct, basic, and E. Strategic Partnerships: The Israel Project, JCPA, AIPAC, 6.1 Internet Warfare (Foreign Ministry, Hasbara periodic messaging. ADL, CUFI, Jewish National Fund America (JFNA). Ministry) Units, Tasks and Areas of Responsibility 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 for the Arab population. which only 10 million was designated specifically for marketing of the Foreign Ministry which constantly tracks blogs, the BBC and hasbara, to NIS 100 million, exclusively designated for Hasbara Apparatus: E. A meeting once every three months which includes media website, and Arab websites. marketing and hasbara. Special emphasis was put on social Department in the Prime Minister’s Office. consultants, market advisors, and experts in the fields of C. The “Situation Room” (Hasbara Ministry): The hasbara networking with a focus on advancing six areas in which Israel apparatus’s virtual network designated for emergencies. The Responsible for Israel’s hasbara activities and psychology and economics to assess the hasbara situation on the ground, determine hasbara strategies, and solidify the has a comparative advantage: Environment (with an emphasis “room” operates in five different languages (English, Russian, 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 The staffs of The "Room" activates hundreds of activists and and the communications and spokesperson’s unit. messaging for the official spokespeople for the State of Israel. The and the Hasbara Ministry: Logistics and Professional (support for special needs populations) (Foreign Ministry). senior bloggers as well as over one hundred thousand Internet Tasks: Responsible for working with Israeli and following fall under its auspices: the Arabic communications advisor to the Prime Minister, the Internet and new media department, and all hasbara Training Other branding projects include: Project “These are the social network users (These networks were activated during the 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. that function locally and worldwide. It coordinates these bodies to (Hasbara Forum). New York's 5th Avenue) sponsored by the Hasbara Ministry from the Internet (Hasbara Ministry's Department of New National Hasbara advance the objectives and stances of the State of Israel. Headquarters and informal partners abroad. Officially, the apparatus is limited to state and national Media): E.g. The fight to remove the Third Intifada application transmits essential hasbara messages and assists in the production from the Apple Store and the fight to remove the Facebook issues and does not handle political or party issues. of hasbara materials. Headquarters places special emphasis on social Headquarters 2 Informal Hasbara page that calls for the Third Intifada. networks, a methodology that stems from a belief that direct, unmediated 4 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. Foreign Ministry (hasbara headquarters and Foreign Ministry in conjunction to prepare them “for their departure to campuses where IDF Spokesperson’s with the “Nativ” Liaison Bureau, the Jewish Agency, the JDC, they will fight against the phenomenon of delegitimization” Department of Media Division 2.1 Informal Hasbara through Israelis: and other Jewish organizations). (Hasbara Ministry). A. Projects “We Are All Ambassadors” and “Explaining Israel”. & Hasbara Division of the IDF. Responsible for C. Hasbara seminars for Jewish communities in the Diaspora Department of the Foreign Ministry. representing the Israel Defense Forces B. Logistics and Professional Training (National Hasbara (Hasbara Ministry). At present there are 20 hasbara seminars 7 Entrusted with the hasbara of the Foreign 1 5 1 to Israeli and international media. Forum, Foreign Ministry, Hasbara Ministry). for lay leadership held around the world in Europe (Austria Strategic Targeting . Responsible for both traditional and Britain), North America (USA), South America (Brazil, Ministry 2 6 5 Considered a part of the hasbara C. Training delegations (Hasbara Ministry). 7.1 Arabic Communications (National Hasbara Forum and new media, media relations both Mexico, Columbia, Argentina, Chile, Guatemala, Paraguay, Peru, apparatus. D. Finding and producing content for representatives and and Foreign Ministry) foreign and Israeli, as well as general 3 7 6 Venezuela, and Costa Rica). Additional seminars are planned for Tasks: Promotion of hasbara on the target communities abroad (Foreign Ministry). A. Directing official spokespeople of the State of Israel to public relations. The department's goal is Internet through new media by operating Argentina, Uruguay, Brazil, Columbia, Chile, and Peru. to relate the Israeli narrative to the world, 4 E. Building companies in different countries to channel Arabic-language media (Foreign Ministry). the IDF's official of the IDF's official hasbara messages from the State of Israel (Foreign Ministry). in its entirely and in all its diversity. This English website and blog, Youtube 5 B. Upgrading hasbara websites in Arabic and Persian (Foreign division (Media and Hasbara) is part of channel, Twitter profile and Flikr account. F. Students Abroad (Foreign Ministry, Hasbara Ministry, Multi-Dimensional Ministry). 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); Hasbara Ministry) Areas of Responsibility: Management of National Hasbara Forum Israeli cultural events on campuses (Hasbara Ministry); 5.1 Determining Hasbara Messages (National The Jewish Agency for Bringing American students to Israel in programed, Hasbara Forum) A. Formulation of messages aimed at opinion makers.The the press and spokespeople, information Under the auspices of the national hasbara educational frameworks like “Taglit” and “MASA”; Sending Foreign Ministry defines "opinion makers" as: state officials production, digital diplomacy, hasbara headquarters and determines Israeli hasbara Israel Building a database of speakers, experts, and officials trained Israeli lecturers to campuses in the United States and such as the President and/or Prime Minister, his/her cabinet, and branding, and communication with policy on domestic and foreign issues. It includes A worldwide Jewish organization that deals to appear before the media in specific, desired fields. Canada; Improving Jewish students rhetorical skills in the Foreign Minister, the Speaker of the Parliament and of civil society (battling delegitimization). hasbara agents and official spokespeople for the with hasbara, primarily through informal the areas of hasbara and new media (Hasbara Ministry); 5.2 Media Relations (Hasbara Ministry & Foreign opposition, the ten most prominent members of parliament, State of Israel both locally and abroad who adhere 2 representatives. Amending campus curricula worldwide to reflect “Israel’s Ministry) up five representatives of top non-governmental organizations; to the synchronized positions, messages, reactions, Tasks: Recruitment, training and 4 heritage and the long standing connection of the Jewish A. Establishing set briefings in Hebrew, various foreign up to ten of the most influential reporters. 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). and education. Transporting hundreds of campuses abroad to display the diverse faces of Israeli 1. Proactive advocacy (briefings, composition of (Foreign Ministry). C. Bringing senior radio announcers from the United States The Ministry of Public materials) thousands of Jews from around the world 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 G. “Israel’s Hopes are in You”, a project that trains high school 2. Increased cooperation and coordination between “MASA”, etc.) to help them become of Israel for local communication (National Hasbara Forum). elements of Israel in their broadcasts (Hasbara Ministry). students to do virtual hasbara online aimed at their peers Affairs hasbara agents of the Prime Minister’s Office and goodwill ambassadors for Israel. 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 D. Organizing media delegations for foreign journalists in 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. Sending Israeli speakers from different fields abroad to 3. Hasbara to Arab populations. E. Managing professional connections with foreign writers 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). Government ministry. Responsible for F. Actively managing new media channels like Facebook and national hasbara effort. Mobilizing 3 7 organizations. the development and marketing of A. Media: Committee for Accuracy in Middle East Reporting Twitter (hasbara headquarters, Foreign Ministry, Hasbara F. Organizing annual international seminars for young, citizens of Israel and Diaspora Jews in 5. Internet Hasbara. 4 tourism in the State of Israel. 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 public diplomacy with an emphasis on Forum Participants: Headquarters' chief of staff, Anti-Defamation League (ADL), Americans for a Safe Israel, conjunction with the Interdisciplinary Center in Hezliya). Tasks: Strategic development and brand spokesperson). the battle against delegitimization. spokespeople for: the IDF, the police, the Foreign The American Jewish Committee (AJC), The Conference 3 management to encourage tourism 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 to Israel. The Ministry acts as an office journalists and media personnel to encourage a more positive general hasbara for Israeli and Diaspora of the Interior, a representative of the Foreign 5 StandWithUs, Christians United for Israel (CUFI), the Israel Ministry) for engagement and disseminates attitude towards Israel specifically when it comes to the societies, the Hasbara Center, the Ministry, directors of communications for all Project. knowledge and promotional materials A. Partnership with relevant Israeli organizations to construct Palestinian-Israel conflict (Hasbara Ministry in conjunction Government Publications Bureau, and of the above as well as a representative of the wordwide, organizes seminars and B. On Campuses: CAMERA, ICC, ADL, StandWithUs, CUFI, websites that provide hasbara materials and others capable with the Interdisciplinary Center in Herzliya). the Government Press Office. Government Press Office. educational tours, coordinates journalism 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 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.