A private, low-profile ‘public diplomacy’ outfit is setting out to train ‘Secret Hasbara Agents.’ But don’t worry, it’s not propaganda. A private Israeli hasbara – or “public diplomacy” – organization on Wednesday put out one of the weirdest responses yet to the incitement campaign by far-right group Im Tirzu of two weeks ago.

“Bienvenue en France, la Startup Republique!” For the past 18 months or so, since LaFrenchTech began to make noise abroad, I began hearing talk of the Startup Republique. [...] Most attempts at finding patriotism in France have been dismissed as personal branding; however, when BPIFrance’s Romain Serman published “France, the new Startup Factory” last month, it garnered enough positive momentum that I had to sit down and have a chat with Romain. 

The tiny café was set for an event: Chairs were arranged in a semi-circle, and on each table were plates of pie and cheesecake. [...] The guest of honor, Elias Zananiri, had made the trip from Ramallah on behalf of Palestinian Authority President Mahmoud Abbas as part of recent initiative by Palestinian officials to hold parlor meetings with Israelis.

Bernard- Henri Lévy is precisely the kind of target that Israeli public diplomacy efforts should be focused on – far more so than any incumbent politician, especially outside the USA. After all, it is unelected “intellectual elites” who have definitive impact in determining the substance and style of the international discourse on the Arab-Israel conflict. Since it is this discourse that molds political decision- makers’ perceptions of their policy constraints and alternatives, this confers on these elites decisive – albeit indirect – influence on the policy choices adopted.

Also referred to as “selfie diplomacy,” nation branding through social media is viewed by foreign ministries as a cost-effective means of reaching millions of potential customers. Israel’s Foreign Ministry also continuously uses online platforms to improve Israel’s global image, one often associated with the violation of human rights and ongoing military conflicts.

“Open a Door to Israel” is an exhibit made up of nine giant screens, shaped as doors, which visitors open to learn about different aspects of Israel, including the country’s heritage, music scene, family life, education system and innovation. Audiences are then invited to watch a multimedia show, synchronized with robotic screening technology, which focuses on Israeli creativity.

New bureau will tackle online incitement by locating content harmful to Israel while also engaging in advocacy and dialogue. [...] The new team will include between eight to ten people, all fluent in Arabic and who a have a background in the Arab world. It will operate under the auspices of the Public Diplomacy Department. 

As part of “El Al Ambassadors – Blue and White Advocates,” a little-reported-on program in voluntary diplomacy, he is one of about 150 El Al pilots and flight attendants who speak to groups in cities around the world (wherever El Al flies) about their personal experiences and what Israel means to them.