The Israeli concept of public relations, or hasbara, has failed to meet many of the needs required to explain the position and policies of the State of Israel. It is clear that classic hasbara doesn’t work; what is less apparent is that hasbara cannot work, as it is inherently reactive.
To win the war of public opinion Israel needs to be proactive in its messaging, marketing Israel as a product and not an apology. Classic hasbara needs to be replaced with a radically new model of PR. To win the media war, a dramatic paradigmatic shift must take place.
Why does classic hasbara not work?
6. Hasbara = explanation = failure
Israelis continually putting out the PR fire, seeking to justify a military reaction whilst a new crisis is already breaking out. It is the dog so busily chasing its tail that it has not noticed that there is a fire in the lounge. How can you explain yourself in a proactive manner?
If you translate the word “hasbara” into English it is very apologetic, translating as information or explanation. We have a strong case, we have a just case and we have to be proactive.
5. Hasbara and the culture of the Sabra
Zionism is the rejection of Diaspora and the rejection of an image of a perceived weak Diaspora Jew. Many of the early socialist Zionists came to Israel to build and be rebuilt.
Many Sabras, Israelis born in Israel, refuse to play the game of pandering to public opinion. A distrust of the non-Jewish world is deeply rooted in the psyche of many Israelis, and originates from a post-Holocaust mentality.
This suspicion is deeply entrenched in the Sabra psyche, especially within the political right. Ben Gurion is rumored to have said: “It’s not what the Goyim (non-Jews) think; it is what the Jews do.”
A modern version of this misled belief is that the world is just anti-Semitic — so why bother explaining Israeli policy –- the world will hate Jews and the Jewish State regardless.
For those who hold this view, the possibility of Israel becoming a pariah state is of little concern, as it would reconfirm Israel’s chosenness and reassert the biblical Balaam of “a nation that shall dwell alone.”
In more recent times this attitude has been challenged, particularly with the growth of support for Israel from American evangelical Christians.
Ingrained within the identity of the Israeli is a rejection of being a fryer, a sucker in English.
For many Sabras it is difficult to consider themselves as victims of terrorism or to graphically use personal experiences of terror. To do so would undermine a Zionist self-image of a strong reborn Jew inbred from an early age.
Palestinian spokespeople have no problem with their self-image as victim, speaking freely in terms of victimhood. Consequently the only victims of terror in the conflict seem to be Palestinians.
4. Two Jews – three opinions
There is an old joke that says that wherever there are two Jews there are three opinions.
In Israel, wherever there are two Israelis there are four opinions, two political parties and a government crisis! The issue of hasbara is dealt with by a plethora of departments with conflicting interests. The problem is not just a lack of funding but also a lack of coordination.
Synchronization of information is crucial for an effective PR campaign and remarkably problematic, especially between the army, the Foreign Ministry and the so-called Ministry of Public Diplomacy.
3. The medium is the message
Classic hasbara fails in its task to advocate the case for Israel because it fails to understand the impact of television and internet on the way people receive their news.
If researchers are correct, the average American 16-year-old student has a concentration span of seven minutes, the same time that television programs run before breaking for advertisements. Television has influenced and changed the cognitive ability of the viewer and America is moving from a fast food to an attention deficit nation. Immediacy has become the ultimate value in the “ready to go” society. Whether it is a modem or a diet, speed is of the essence.
For the Israeli advocate explaining the case for Israel in an emotive language is a fundamental challenge. For the Sabra it is more of a challenge as it requires a contradiction of many inherent cultural norms. Historic facts alone are not enough to convince the flick-click generation, but without them Israel’s case is worthless. The flick-click generation is rational and irrational and the advocate for Israel must appeal to both elements.
The flick-click generation bases its opinion on a combination of visual and emotive memory and not facts or knowledge. It remembers how it felt about an event not the information concerning the incident. If entertainment is the outlet of emotion, then for the flick-click generation entertainment and information has been combined to form entertaininfo. Information is provided as entertainment.
For Israel to be more effective in its messaging it will have to stop explaining its policy and start creating messages which are short, simple, emotive and easy to remember.
2. Good policy makes good hasbara
Israel fails to be effective in advocating its position because many people believe that hasbara is just propaganda, not educational, and is what the other side does. Using these techniques of persuasion would, it is argued, be lowering Israel to the standards of the Palestinians and is therefore not appropriate. Ironically these people are usually the first to complain about the effectiveness of Israel’s PR campaign.
There are many differences between Israeli PR and that of the Palestinians, the most obvious being that the Palestinian campaign is more effective. Israel has a number of clear red lines that it will not cross.
Israel does not lie for hasbara, whereas Palestinians have no problem creating a massacre in Jenin that never took place. Israel is more sensitive regarding the use of photographs of dead bodies whether out of respect for the dead or a rejection of being perceived as victim. Palestinians are more open to the use of such photographs as it reinforces a sense of victimhood.
This argument is fundamentally flawed. Messages need to be consistent and repeated to be remembered. Despite their success, McDonalds and Coke spend millions in advertising their products.
The Israel advocate is opening the minds of the audience to the complexity of the issues of the Middle East.
1. Political correctness
One of the greatest challenges to effectively explaining the case for Israel, especially for young Americans, is political correctness (PC). PC is the alteration of language to redress unjust discrimination or to avoid offense. In the world of PC the English language has been stripped of its masculinity and the use of the word man has nearly disappeared. Firemen are now firefighters, policemen are Law Enforcement Officers and postmen are postal workers. Obese people are no longer fat but are gravitationally challenged and the disabled have special needs — even mankind has been replaced by earth’s children.
Deeply rooted in the mindset of the politically correct is a wish not to upset. In such an environment it is hard to seriously advocate for Israel. Having an opinion is seen as bias and even intolerance. Democracy allows people the freedom to say what they think; it does not mean that every opinion is as valid as the other.
The politically correct pity the victim and naturally ally themselves with the Palestinian cause. They are also particularly susceptible to arguments of moral equivalency, where Palestinians and Israelis are concerned. In their world there is a cycle of violence in the Middle East that is perpetuated by Israel and if only Israel would stop building settlements everything would be just fine.
The case for havashook
Don’t try to find havashook in an English Hebrew dictionary, it doesn’t exist. Nor is it the name of a quaint English town in Surrey, England. Havashook is a new concept combining two Hebrew words: havana (understanding) and shivook (marketing). If Israel is to be successful at PR it does not need to explain every policy, but it does need to proactively create an understanding of Israel’s security situation. How can Israel explain the need for a security fence if there is not an understanding of Israel’s security needs, or what it is like to travel by bus in Israel on the day a bus has been targeted by suicide bombers?
The second part of the word havashook comes for the Hebrew word shivook: or marketing. Israel needs to market itself as a product and use many of the concepts associated with selling any product.
The concept of havashook has been implemented by many diplomats, Jewish and Christian religious leaders, students and friends of Israel worldwide in an attempt to replace many of the disproved attempts at media spinning and public relations. The Five Rules of Effective Israel Advocacy will enable the reader to practice Havashook.
The Five Rules of Effective Israel Advocacy are:
- Use emotion and personalize
- Refute and redefine
- Speak their language
- The logic of yes
- Get to yes
Logos, ethos and pathos
The five rules of effective Israel advocacy have been proven to work and are an important tool for Israel and its friends worldwide. Yet in reality the rules are rooted in the wisdom of the classic Greeks. If Aristotle was asked by the Israeli Ministry of Foreign Affairs to advise on hasbara he would have advised three major pillars of advocacy — Logos, Ethos and Pathos.
Logos is the appeal to reason. Aristotle believed that by appealing to simple reason, a speaker could convince his audience of the cause. Ethos is an appeal to character and a judgment of what is fair. By appealing to an opponent’s sense of justice, a speaker would prevail. Pathos is the appeal to emotion, a force that was as powerful as logic. When logic did not work then a careful and considered use of emotion was prescribed.
It would be interesting to ask Aristotle what he thought of hasbara and Israel’s attempts to explain its cause.
This article originally appeared in the Times of Israel.
(22) Josh Pactor, August 12, 2014 11:14 PM
Agree with almost everything here
Not sure that issue #1 regarding "Political Correctness" is truly relevant.
Keep in mind also that a large part of what gets decried as "PC" is in fact people trying to avoid loshon hara and slander. Quite a few people speak loshon hara and then hide behind the "anti-PC" shield when they're rebuked for it. While I agree that the neutering of English is just plain silly (and unnecessary), society these days has by and large given up on shmiras haloshon, and we're paying for that today.
Remember carefully that shmiras haloshon is itself "the alteration of language to redress unjust discrimination or to avoid offense". We have an obligation from Torah not to aggrieve or embarrass people by our speech. You can certainly rebuke a person, as long as you follow guidelines.
(21) Tania, August 30, 2012 3:28 PM
Another problem I see is that many of the people trying to do the hasbara on international TV can hardly speak English. Even if they are brilliant statesmen/military men/academics in Israel, they will come across as bumbling idiots if every word is preceded by 'eh' in English. There are no shortage of English speaking olim who have the drive and the linguistic ability to get the message across in the world media IN ITS OWN LANGUAGE/s. I fail to see why the government does't recruit these people on a large scale - even voluntarily - and put them out to work.
(20) Rachel, August 28, 2012 11:51 PM
I agree with #20 Meir - in addition to his suggestions
We can also mention the truth when arabs say that Jews stole their land: Reply: Lots of properties were bought legally from poor Mulslim and Jews who voluntarily sold their lands. If Arabs are not happy to enlist in IDF, they can go the any arab country. If Arabs accept EU or USA as a Christian majority countries and Arabs as Muslim majority country, then they should not object Israel as a Jewish majority country. Simple.
(19) Meir, August 28, 2012 1:29 AM
Expose, Expose & expose Pals true plan
One of the effective weapons to which I found fighting the Arab's onslaught propaganda on Israel, is to expose their true intent - using their own words, and official manifestos: PLO Chartres, 1964 & 1968. PLO's 10 step phase plan (to eliminate Israel) Hamas Own charter (1988). Point out the fact, "Palestinians People" never existed before 1967 - nor a state of Palestine. Explain why Arabs call Israelis "Zionists" and not Israelis. (Refer to Quran's Sura 5:21 written Jerusalem belongs to Jews). Show the Christians how Pals misrepresent Jesus as the "first Palestinian Muslim martyr. http://www.palwatch.org/main.aspx?fi=505 These are just few tools with which we can counter and defeat the Pals campaign of lies and deception.
(18) Jacob, August 26, 2012 2:50 PM
It goes both ways
I am both a Jew and a Zionist, but frankly, one of the biggest barriers to promoting a positive image of Israel is Israeli culture. When I am in Israel, I am always struck by the fact that Jewish solidarity only seems to go one way; Israelis themselves are less worried about what we think of them and more concerned with stealing money from tourists. (They even steal frequently from Olim with accents.) Lying taxi drivers, restaurants that overcharge foreigners on purpose, and the "very special" taglit prices are all just part of a circus where Israelis treat Jewish tourists like their own personal piggy bank. Before my most recent trip to Israel, I was an outspoken advocate of Zionism. Was. I'm still a Zionist, but now, more than anything I am embarrassed at the horrible culture most Israelis share.
Ephraim, August 27, 2012 12:55 PM
It may go both ways...but it also crosses borders
Jacob, why would you imply that taking advantage of tourists is an impediment to "a positive image of Israel", since most international travelers recognize that it happens EVERYWHERE? On a recent vacation in Bangkok, local peddlers upped the price of souvenirs once they realized I wanted to pay for them, rather than my wife (a Jewish convert born in Bangkok). What exactly does a common occurrence like this have to do with Zionism? Nothing. Try again.
(17) jackie, August 24, 2012 10:04 AM
dont tell us how JUST DO IT!!!!!
ENOUGH WITH EVERYBODIES THEORIES GOOD BAD OROTHERWISE STAR DOING SOME GREAT HASBARA not explanation advertise the tourism great beachs , nature history or in one place
(16) scott, August 23, 2012 6:43 PM
its beside the point
propaganda only works if people really care. the real problem is that the world sees us as the problem. if the jews go away and stop making such a fuss about not being christain or muslim it would all blow over. the fundamentalists want us for their apocalyptic bonfire at the end of days and the muslims need us to hate. the rest of the world just wants to see the football scores and this jewish mess is taking too much time on the news. pr or no pr....everyone who matters has already made up their mind. hopefully those yeshiva boys will make themselves useful and learn to fire a rifle cause were going to be on our own with hashems help the next time too. we need soldiers not negotiators. propoganda...are you kidding?
(15) Anonymous, August 23, 2012 5:39 PM
At last!
Congratulations are in order! Mr. Lazarus just hit the nail on the head with this remarkable article. I would like to add, though, that Jewish Communities shouldn't go through the process of explaining anything to third parties. That is the job of Israei embassies.
(14) victor, August 21, 2012 8:09 PM
On target
Finally, a voice that ruly understands the nature of influence and propaganda. For years, I've been advocating for Jewish and Israeli leaders to stop focusing their thoughts and voices strictly on reason -- and broaden them onto EMOTION. Sadly, in today's world, a reasonable discourse will NOT capture the hearts and minds and feelings of people. It is harsh, strident emotional power that will effect attitudes and produce reaction. Jewish scholars can write logical papers from now to the next century, but one (false) picture of a wounded arab child carries 10x more weight. Case in point: During a palestinian march in NYC, the marchers began chanting "Death to Israel." Rather than counter with the usual "Israel is the only democracy" and other logic, two friends and myself began loudly chanting "terrorist! Terrorist!" Almost at once, others -- on both sides of the street -- took up the chant and quickly drowned out the anti-Israel voices. The enraged reactions of the marchers was a public relations victory 100x more powerful than tomes of articles and powerless speechmaking.
(13) Rachel, August 21, 2012 5:14 PM
PR is very important - We need more Jewish people employed
in international media, CNN, Fox new, NBC, even in the BBC antisemitic agency, to conter balance negative news on Israel and the Jews arounds the world.
(12) Beverly Margolis-Kurtin, August 21, 2012 2:35 AM
What I Do
Thanks to the modern electronic conveniences we have, I use both my Kindle Fire and Android phone to store videos that show the truth about Israel. Being a veteran of the U.S. armed forces and having worked with men most of my life, my language is not exactly PC. I HATE PC language, it is idiotic and cannot properly express how I feel about Arab's BIG LIES about Israel. Danny Ayalon's videos are especially good for countering anti-Israeli views. Several other pro-Israel videos are used as well. Never forget that the Arabs learned how to use the BIG LIE because their "Grand" Mufti of Jerusalem during WWII spent most of his years with Adolph Hitler, the author of the Big Lie and other "fine gentlemen" such as Eichmann, the miserable piece of human feces that designed the "Final Solution." The Mufti learned his lessons well and now, since the Arabs have finally realized that they cannot win a war against Israel so they tell the BIG LIE technique AND IT WORKS! Israel ignores the success of the big lie; they need to tell the BIG TRUTHS and that is exactly what I do even though I will no doubt never step foot on Eretz Yisrael. I'm proof that all Jews are NOT rich. Time magazine has adopted the Arab's big lies, so I refuse to have anything to do with anything that they own; I even refuse to have their cable service in my home. Toss out the PC and start using REAL LANGUAGE to call "Palestinians" ARABS and make it damned clear that there has NEVER been a "Palestinian" nation and the way they are going there will NEVER be one.
(11) USA, August 20, 2012 6:15 PM
Sharia
Shariah law is the problem, not Israel. Unless the good people of the world do what's right and stand with Israel, this mayhem will continue. Israel is the size of New Jersey. It is a miracle of God that it is still here. We must continue to ask for God's mercy to bring peace to Israel, and the world. In the meantime, no amount of negotiation will help Israel as Shariah law dictates that everyone be converted or murdered. That is insane!
(10) Anonymous, August 20, 2012 12:19 PM
Hasbara
It is often mind-boggling to think that except in a number of cases, most Jews did little or nothing to help themselves during the Holocaust. I am in no way judging them, and do not know what I would have done back then. It was a victimhood mentatlity, and people did not believe any bad was going to happen. Fast forward to today: Israel has done everything to change that image, and has been successful in defending itself against all those who seek to destroy it, and will continue to do so. The first place to begin in Hasbara is with those unconvinced Jews, who really do not understand what Israel is up against and rely on the New York Times for their information. They have more empathy for the Palestinians than for the Jews. They do not get, that we Jews have to keep the State of Israel safe for so many reasons, the main one being having some place to go after we have once again been kicked out of some country. It does not seem possible in the U.S., it did not seem possible in Germany, but anything is possible, and it will include the naysayers. These left-wingers, just forget history, and sit on their high haunches of Scarsdale, Manhattan, or Greenwich Conn. and decide what is best for Israel. They are the ones who must be reached first, and must be convinced that their way of thinking is very faulty and that the Palestinians are not their friends and do not want peace with Israel, what they want IS Israel. The same is true with Jewish College students who need the correct tools to fight Anti-Israel feelings on campuses. To that end Birthright has done a great job, and it would not be such a bad idea to have a similar program for adults, so that they can be educated. If they saw saw up front and close, what Israel deals with on a daily basis, that would be all the Hasbara that is necessary. All that is needed is someone to underwrite such a program.
(9) Anonymous, August 20, 2012 4:03 AM
This is long overdue.
I have been longfrustrated by how Israel explains itself, its policies & actions to the world,it has been reactive and defensive.It seems like it is always trying to counter well executed propaganda with an appeal to reason long after "reason" has ceased to exist to a public already convinced that Israel is the villan and the Palestinains the "victims".This has allowed history and reality to be lost to appeals to emotion made by distortions and lies.Today's left is totally associated with the Palestinisans defining Israel as imperialist and racist. While we know this is untrue, merely saying we are not and citing facts doesn't overcome these charges, often made with loud voices intended to drown out our voice.We must be proactive with a positive message offering context allowing others to see Israel as we do and it is:a nation which seeks peace but is only offered demands for its destruction.Our enemies have been successful by demonizing Israel and convincing many to boycott her.Delegitimization is their constant theme. We must show what it truly is:a vibrant democracy with equality to all regardless of race or religion,a vibrant democracy where all participate with the freest press in the world,a nation which has 1 regional agenda: to be allowed to live in peace with its neighbors and free of the terror it has been forced to deal with since before its creation, a nation forced to act only as a consequence of the violent acts of others and the care we take to prevent civilain casualties.This is as important to Israel's future as is military preparitness. We are loosing the war for the minds of the next generations to a well orgistrated propaganda campaign aimed at college students in the US by Palestinians and their leftist allies.They have concluded that by changing the attitudes of the young they will "win" by eventually lessening American support for Israel. We have long ago lost the battle in Europe but we must act now to win it here in the US.
(8) Reuven, August 20, 2012 3:09 AM
A Proactive Approach To PR iIs A Necessity!
When deadly terrorist atteacks occur, Israel should (with family permission) show photos of & give biographical data about the victims. Israel should have more dark-skinned (Sephardic and Ethiopian) Jews as envoys to Third World Nations. Israel should give scoops to pro-Israeli journalists, like George Will, thus encouraging the writing of more pro-Israeli articles. Israel should seek out the most beautiful women and handsomist men to be its media spokespersons. Major Shiri Eisen was a good example for this idea, but she is no longer a spokeswoman for Israel. Bibi is too...and his diction is flawless. He impresses quite a few people who are "on the fence" with regard to Israel.
Mandy, August 21, 2012 7:07 AM
You sound like you no what your saying why don't you volentier to do there PR work for them :)
(7) Joseph, August 20, 2012 2:53 AM
Isreal/US
I believe a mistake is made by Isreal when it tries to equate whats best for it as what is best for the United States. War at this time is not in the best interest for the United States. Many Americans remember Vietnam-Jews were in the forefront of the anti-war movment. A failure in Vietnam and a question about Iraq and Afganistan.
Anonymous, August 20, 2012 7:17 PM
Satan
Have you heard the expression, The United States is the great Satan and Israel is the little Satan? Iran has every intention of killing both Israel and the US. Israel is the canary in the coal mine, so the world better take notice. If Israel reacts, it is out of necessity. If American politicians don't assist Israel with this effort, it will be blood on their hands. When you have to choose between standing with good or evill, always choose good. Everyone must research the "12th Imam". Now!
Anonymous, August 21, 2012 6:03 AM
Israel fights it's own battles
Israel is certainly not dictating to the U.S. Israel's concerns re: Iran are existential. Iran is threatening Israel's existence... not that of the U.S. (at least not for now.) In fact Israeli's have always fought their own battles... and will continue to do so. And have always made that clear. it's the Obama admin. which is trying to dictate to Israel in this matter. because an attack on Iran by israel would create problems for a number of countries.( ie. high gas prices, closing of the Strait of Hormuz etc.) and notably political problems for this admin . So what is Israel supposed to do? Just let iran wipe them off the map as they continually say is their intention? Do you think Israel wants to go to war AGAIN??? That little country just wants to be left in peace but the Arab world seems intent on making that impossible. israel is going to have to make it's own decision about what to do. The rest of the world doesn't have a great record in rising up to save Jewish lives.
(6) eric, August 20, 2012 2:34 AM
reaction or pro- action?
I know pro-action is not a word. Ronald Reagan was a master at taking an inaccurate (lie) attack and turning back upon the one who tossed it. And he could do it so well. In America, liberal politicians and media fling out lies, and sadly those they attack go into damage control mode. I guess they want to be liked, or be diplomatic. But in a propaganda war, when the other side is slinging stones we ought not play nice. Granted we are being attacked on several fronts, including the vast majority of the world's media. We cannot win that war w/out God's help. Israel needs God's help; they must ask for it and seek it out.
(5) USA, August 19, 2012 8:23 PM
Israel isn't to blame
Its very frustrating to see Israel blaming itself for bad PR. If Israel was to be at fault for anything, it would be simply for being too nice. I'm not worried however because I know God wins...and Israel wins. Pray for our enemies, they will need it.
(4) Andy, August 19, 2012 7:08 PM
it's hard to win a propaganda war when the house is so divided
Billam's "The Nation that dwells alone" refries to Israel in galut as taught to me. It is the prophecy that B'nai Ysrael will uphold Torah wherever they are in the world. and not assimilate out of existance. The notion that a Jewish State needs to be isolated seems to be false.There are mny laws regarding how we treat the stranger and resident dwelling among us. If Israel creates the kind of society the Torah has in mind I believe hasbara will take care of itself.If not seems to me damage control is the best one can hope for
(3) Rachel, August 19, 2012 6:00 PM
Great explanation and advice
For many years, I've been frustrated by Israel's inability to use better PR. This article explains the problem and also offers good solutions. I'll try to bear it in mind when engaging with those who are anti-Israel.
(2) jgarbuz, August 19, 2012 5:42 PM
Tell me something I don't know!
I have spent the last 21 years fighting the "anti-zionists" online, and initially I was virtually alone in doing so. Only in the last few years, since Netanyahu came into office again, has there been an uptick in genuine FIGHTING fire with fire, terror with counter-terror. Alas, even now, very few Israelis bother to fight the online propaganda war that has been raging for decades. But then, even before 1948, it was the Irgun and Lehi that bore the brunt of the dirty work that had to be done if there was ever to be a Jewish state. As Michael Collins had done decades earlier to get a Free Irish state. But yes, Hasbara is a FAILURE, and always has been. You cannot "explain" your way out of a fight. Propaganda is war by other means, and it can only be fought with tough and honest propaganda. The Palestinians know us better than we know ourselves. They know every weakness and exploit every tiny chink in the armor. We have lost the propaganda war to them, because we have never fought it.
Ben Eaton, August 19, 2012 7:47 PM
I don't think comparing Israeli forces to the pro-Nazi and Arab IRA is a good idea
(1) USA, August 19, 2012 5:21 PM
American Christians support Isreal
American Christians, not American Jews are the major support for Israel in the US. This needs to change as the Jews in the US are voting for politicians that are anti Jew, anti Christian and anti freedom in the US. Why?
Chris, August 19, 2012 9:49 PM
American Christians still think Jews will go to hell
The evangelical Christians in the US don't support Israel because they love Israel, but because their sect believes that rebuilding the Temple in Jerusalem will bring about the second coming of Christ and the Rapture, when all the good Christians who've accepted Christ, regardless of how atrociously they've behaved, will be whisked up to heaven, while everyone else - including all the Jews who haven't converted to Christianity - will suffer tribulations before being cast into hell. Choose your friends carefully!