JERUSALEM, Israel โย Israel has finally established a National Public Diplomacy Directorate. This is a long overdue step.
For years, I have watched as Israelโs standing in the public domain has steadily eroded. False narratives about Israel are no longer occasional. They have become normalized. Repeated often enough, they shape perception, policy, and even the moral framework through which Israel is judged.
In that sense, the creation of this directorate is important. But it must be more than symbolic. It must mark the end of Israelโs diplomatic passivity.
A Lesson From 1969
This moment takes me back to 1969, just before my first year in Israel.
At that time, the Israeli writer Amos Kenan published what he called a โLetter to All Good People.โ It was not simply an essay. It was a call to action.
Kenan inspired a generation of Jews, both in Israel and abroad, to stand up for the integrity of the Jewish state.
Today, more than half a century later, his message feels just as urgent.
We are once again facing a situation where silence is interpreted as weakness, and where repetition of falsehoods creates a distorted reality.
Ending Diplomatic Passivity
Israel cannot afford to remain passive.
The time has come for anyone who identifies with the integrity of the Jewish people and the State of Israel to take a firm stand.
We must challenge the normalization of narratives that portray Israel as uniquely illegitimate while ignoring or excusing the actions of those who openly seek its destruction.
Public diplomacy cannot be limited to statements and press releases. It must be strategic, consistent, and unapologetic.
Addressing Incitement And Incentives For Violence
One issue that cannot be ignored is the continued existence of policies that provide financial incentives to individuals convicted of murdering Jews.
This reality must be confronted directly.
The time has come to demand accountability for anyone who facilitates or enables such payments.
Those who transfer funds that reward acts of murder should be treated accordingly under the law. Those who authorize such policies must be held responsible in international forums.
These are not abstract concerns. They go to the heart of whether violence is discouraged or incentivized.
The Role Of International Influence
Another area that demands attention is the influence of foreign funding on public discourse, particularly in academic environments.
Over the years, significant resources have been directed toward shaping narratives about Israel, often in ways that promote hostility rather than understanding.
Countries such as Qatar play a complex role in the region. While maintaining strategic relationships with Western powers, they have also been linked by critics to funding networks that contribute to anti-Israel messaging.
This contradiction cannot be ignored.
If Israel is to defend itself effectively in the public arena, it must also address the sources of narratives that undermine its legitimacy.
The Power Of Words
In Hebrew, we speak of lashon hara, harmful speech.
It is not a trivial concept. It reflects the understanding that words have consequences.
There is an ancient teaching: the power of life and death is in the tongue.
Repeated falsehoods about Israel have real effects. They influence how people think, how they vote, and how governments act.
This is not simply a public relations issue. It is a strategic challenge.
Engaging American Leadership
For those of us who believe in the importance of the U.S.-Israel relationship, engagement with American leadership is essential.
We must be willing to raise difficult questions about alliances, policies, and the broader strategic environment.
Figures such as Ivanka Trump have spoken about values rooted in Jewish tradition, including the importance of ethical speech.
Those principles are not theoretical. They are directly relevant to the current moment.
They remind us that how we speak about Israel matters, and that silence in the face of falsehood carries consequences.
A Turning Point
The establishment of a National Public Diplomacy Directorate should be seen as a turning point.
But it will only succeed if it is accompanied by a willingness to act.
Israel must defend itself not only on the battlefield, but also in the arena of ideas.
It must challenge incitement. It must expose double standards. It must confront the sources of misinformation.
And it must do so with clarity and confidence.
Final Word
We are at a moment when the integrity of Israel is being tested not only by its enemies, but by the narratives that shape global perception.
This is not the time for hesitation.
This is the time to speak clearly, act decisively, and ensure that the truth about Israel is heard.
If we fail to do so, others will define that truth for us.
