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Public diplomacy in Israel refers to Israel's efforts to communicate directly with citizens of other nations to inform and influence their perceptions, with the aim of garnering support or tolerance for the Israeli government's strategic objectives. Historically, these efforts have evolved from being called "propaganda" by early Zionists (when the term was considered neutral), with Theodor Herzl advocating such activities in 1899,[1] to the more contemporary Hebrew term "hasbara" introduced by Nahum Sokolow, which translates roughly to "explaining". This communicative strategy seeks to justify actions and is considered reactive and event-driven.
In recent times, Israel has shifted toward calling its efforts "public diplomacy", indicating a strategic move away from a defensive posture to a more proactive and comprehensive approach. This involves various forms of communication and interaction with foreign publics, including mass communication through social media and traditional media, as well as cultural diplomacy. Key Israeli government bodies involved in public diplomacy include the IDF Spokesperson's Unit, the Prime Minister's Office, and the Ministry of Foreign Affairs, and pro-Israeli civil society organizations.
The history of Israeli public diplomacy dates to the early 20th century, with notable efforts during the pre-statehood period, the establishment of the state, and significant developments in response to changing geopolitical challenges. Methods employed range from traditional media outreach to digital campaigns, with a focus on shaping foreign public opinion, particularly in the United States, and coordinating with diaspora Zionist organizations to promote a favorable narrative of Israel. This multifaceted approach reflects Israel's ongoing efforts to navigate complex international dynamics and bolster its global standing.