As a result of the failures of Israeli hasbara, media coverage has led to negative perceptions of Israel resulting in, among other actions, calls for boycotts in Europe, especially in Britain, and even in the U.S.
Israel’s hasbara has been scattered and ineffective. Israel needs to recognize that there are military wars and communications wars. Israel needs a war room in every major country ready to move into immediate response mode when necessary. Experts from the world of marketing, PR firms, business, and academia must work together to forge a campaign that is not propagandist but educational and one that puts a positive face on Israel.
Competent individuals in the local languages rather than Israeli officers in military uniforms should serve as spokespeople. And most of all, Israel needs an effective and centralized Ministry of Information.
Joseph Puder, a freelance journalist, is founder and executive director of the Interfaith Taskforce for America and Israel (ITAI). A somewhat longer version of this article originally appeared at FrontPageMag.com.