Public Diplomacy

"All the surveys we have done shows that the biggest hasbara," or public diplomacy, "problem that Israel has is with males from the age of 18 - 35," said David Saranga, Israel's media and public affairs point person at its New York consulate. "In order to change their perception of Israel as only a land of conflict, we want to present to them an Israel that interests them," he added. So the "beer 'n' babes magazine Maxim" is sending photographers to Israel, for a photo shoot of attractive Israeli women.

"We just a few weeks ago, for the first time, engaged in Arabic on blogs," Karen Hughes, the U.S. Undersecretary for Public Diplomacy, told reporter Tara Copp. "We have what's called here a 'digital outreach team' ...

Elias Buchwald, a founder of Burson Marsteller, recently ran a four-day training session for 17 high-level Israeli spokespersons from government agencies. The session was organized by 5W Public Relations, the American Jewish Congress and the Israeli Foreign Ministry.

"When the word 'Israel' is said outside its borders, we want it to invoke not fighting or soldiers, but a place that is desirable to visit and invest in, a place that preserves democratic ideals while struggling to exist," said Israeli Foreign Minister Tzipi Livni, during a September meeting with "public relations executives, branding specialists and diplomats" in Tel Aviv.