COMMON MISTAKES IN ISRAELI ADVOCACY: A CALL FOR CHANGE

Despite vast efforts in public diplomacy, Israeli advocacy is still struggling to connect with key audiences, especially younger generations. While many factors contribute to this challenge, a few stand out as particularly critical. Outdated strategies and approaches in both traditional and social media often hinder our ability to engage and influence global perceptions effectively. Here are a few key areas worth considering for improvement.

1. Created by Israelis for Americans

A significant challenge in Israeli advocacy is that Israelis produce much of the content for American audiences. These efforts often need to capture this demographic’s cultural and social nuances. What resonates with Israeli viewers doesn’t always translate effectively to Americans. To share Israel’s story compellingly, we must tailor our advocacy to reflect the target audience’s values, interests, and language. For instance, Americans who understand their culture are better suited to create content connecting with their peers than any outsider, like Israelis. This mismatch in tone and messaging often results in content that feels disconnected from the audience, ultimately limiting its impact.

2. Perceived as “Governmental” or Biased

Another common issue is the perception that Israeli advocacy is overly governmental, which can undermine its credibility. When advocacy is seen as directly tied to the Israeli government, it is often met with skepticism by international audiences. During my time as Deputy Minister of Foreign Affairs, I initiated a strategy that focused on cultivating independent communities of influencers who could share Israel’s diverse story without government filters. By empowering organic voices and influencers, we can create a more authentic narrative that feels less institutional and more relatable to global audiences.

3. One Strategy Fits All

Israeli advocacy often adopts a one-size-fits-all approach, assuming the same strategy will work across different platforms, regions, and age groups. In reality, this couldn’t be further from the truth. Younger generations, especially in the U.S., consume information differently than older demographics, and their values and concerns also differ. What works for a millennial audience in New York might fall flat in the Midwest. A more sophisticated, data-driven approach is required—one that adapts to the unique characteristics of each audience and platform.

4. Playing Defense

Too often, Israeli advocacy operates from a defensive position, focusing on responding to negative press or accusations – rather than proactively shaping the narrative. This reactive stance puts us at a disadvantage, as we always play catch-up. Instead, we should focus on telling Israel’s story in a compelling, forward-thinking way that highlights our values, innovation, and contributions to the world – especially the modern and Western world. By shifting from defense to offense, we can take control of the conversation and present a positive vision for Israel’s future.

5. Confined to the Pro-Israeli Echo Chamber

Another significant mistake is that much of Israeli advocacy is confined to the pro-Israel echo chamber, reaching only those who already support the cause. While keeping our base engaged is essential, this approach limits our ability to influence broader public opinion. We need to break out of this bubble and engage with diverse audiences who may not have a strong opinion on Israel or hold different perspectives. Expanding our reach beyond the echo chamber is critical to building new alliances and changing minds.

6. Reliance on Organic Growth Despite Numerical Disadvantages

Many Israeli advocacy efforts rely heavily on organic growth through social media. While organic reach can be effective, it is often insufficient when competing against the vast amount of anti-Israel content circulating online. Israel has no numerical advantage regarding content creators, influencers, or the sheer volume of material. Instead of relying on organic growth alone, we must adopt advanced technologies to help close this gap. Technologies like AI can automate and personalize content creation, allowing us to produce high-quality, tailored messages on a much larger scale. Streaming platforms also offer a new frontier for storytelling, enabling us to reach wider audiences through long-form content that can have a lasting impact.

The common thread of these mistakes is a failure to adapt to modern communication tools. To remain effective, Israeli advocacy must embrace cutting-edge technology. Rather than relying on outdated strategies or organic growth, we need to harness the power of AI, streaming platforms, and other digital innovations to amplify our message. These tools allow us to produce personalized, impactful content at scale, overcoming the limitations of resources and numbers. It is a new path forward.