Israel’s current crisis sheds light on the failings of its traditional approach to public affairs, known as hasbara, in the worst time in modern history. The personal story of a focus group conducted post-9/11 in the US reveals the perception of Israel as a serious, unwelcoming place solely associated with conflict.
Historically, hasbara focuses on the conflict, neglecting human-interest stories and emotional appeal. This approach has led to a narrow perception of Israel as only a political entity linked to strife. The failure of hasbara lies in addressing the disconnect between political support and genuine attraction to Israeli culture and people.
To address this, Israel must shift its strategy to showcase the creativity and diversity of its people, moving away from a crisis-oriented approach towards long-term brand building. By engaging third-party endorsers and telling engaging stories, Israel can reshape its image globally and attract more support through genuine human connections.
The key is to broaden the scope through which Israel is perceived, celebrating the spirit of its people to create a more relatable and appealing narrative that transcends political conflict. By showcasing the human side of Israel, the country can garner deeper public support and understanding.