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National Public Diplomacy Directorate

Protesters hold a banner calling for sanctions to be placed on Israel during a demonstration in support of Palestinians in Gaza amid fears of starvation in the war-torn territory outside Downing Street in London on July 29, 2025. (JUSTIN TALLIS / AFP)
August 1, 2025, 9:28 am
Failing on the 8th front: The mounting cost of Israel’s dysfunctional public diplomacy
As shocking images from Gaza shape global outrage and turn allies cold, officials say they are working to improve Israel’s messaging — but the effort remains leaderless and disjointed
By Nava Freiberg
Police detain an Israeli suspected of spying for Iran in Tiberias, before announcing the arrest on June 30, 2025. (Screenshot used in accordance with clause 27a of the copyright law/Channel 12)
July 17, 2025, 8:15 am
Concern over homegrown Iranian spies prompts Israeli PR campaign to dissuade them
Warning of ‘Easy Money, Heavy Price,’ National Public Diplomacy Directorate launches advertising effort to dissuade public from taking cash to collude with the enemy
By JTA and ToI Staff
Prime Minister Benjamin Netanyahu speaks to CNN in an interview aired January 31, 2023. (Screenshot/CNN, used in accordance with Clause 27a of the Copyright Law)
December 13, 2024, 4:08 am
Will newly beefed-up PR budget bolster Israel’s dire standing in court of world opinion?
Foreign Ministry budgets over NIS 500 million to improve country’s image in ongoing, multi-front war, but the national advocacy effort is disjointed, leaderless, and way too slow
By Katharina Kunert
Screen capture from undated video of IDF spokesperson Lt. Col. (res.) Peter Lerner. (YouTube. Used in accordance with Clause 27a of the Copyright Law)
July 5, 2024, 10:31 pm
‘Pyromaniacs who spout nonsense’: Ex-IDF spokesman blames ministers for war’s bad PR
British-born Peter Lerner says government’s lack of planning for Gaza’s future left him rhetorically unarmed for foreign press as post-Oct. 7 ‘leeway of legitimacy’ faded away
By ToI Staff
File: Then-director of the Information Center Ministry of Culture and Sport Moshik Aviv speaks during a press conference ahead of Israel's 75th Independence Day Ceremony at Mount Herzl in Jerusalem, on April 19, 2023. (Yonatan Sindel/Flash90)
June 24, 2024, 2:22 am
Public Diplomacy Directorate said crumbling after departure of chief and most staff
Ex-staffer says many hired after Oct. 7 have left due to work conditions, delays in pay; PM’s wife reportedly intervening in selection process to ensure loyalist tapped for job
By ToI Staff
File: Then-director of the Information Center Ministry of Culture and Sport Moshik Aviv speaks during a press conference ahead of Israel's 75th Independence Day Ceremony at Mount Herzl in Jerusalem, on April 19, 2023. (Yonatan Sindel/Flash90)
May 10, 2024, 12:03 am
Israel’s public diplomacy chief reportedly quitting after only 8 months on the job
TV report says Moshik Aviv agreed with Netanyahu to stay on until successor found, speculates resignation due to efforts within PMO to distract his attention with ‘esoteric issues’
By ToI Staff
Israeli government spokesman Eylon Levy, November 2023. (Avner Hofstein)
March 19, 2024, 11:44 pm
Leading English-language government spokesman said suspended for irking UK’s Cameron
Eylon Levy, whom Sara Netanyahu has reportedly been pushing to oust, said suspended after British government complained about social media post challenging its FM
By ToI Staff
A poster for a planned Israeli government billboard campaign in the Netherlands that was rejected by local advertising companies, January 11, 2024. (National Public Diplomacy Directorate)
January 11, 2024, 3:27 pm
Israel says billboard campaign about plight of Gaza hostages rejected in Netherlands
National Public Diplomacy Directorate says 10 advertisers declined to put up poster featuring hostages and slogan ‘He/She can’t testify,’ amid ‘genocide’ case in The Hague court
By ToI Staff
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