Joining the two for lunch will be two Likud members: Public Diplomacy and Diaspora Affairs Minister Yuli Edelstein, and Coalition Chairman Zeev Elkin...The event will feature an artistic tribute to Russia, in which performers from the bilingual Gesher troupe will sing Russian songs that have Israeli adaptations.

Public diplomacy must take the format from the military, considering every situation which threatens Israel’s image as if it was a conventional attack. Hasbara war rooms, coordinating all of the players, must be manned 24 hours a day and on alert for potential threats. Extensive preparations need to be made weeks in advance in cases such as the flotilla.

American actor David Arquette is in Israel as a guest of the Tourism Ministry and the Ministry of Public Diplomacy and Diaspora Affairs. Arquette, 41, is currently in Israel to film a segment in the popular Travel Channel series “Mile High.” The show, which will be broadcast on cable and satellite channels in the U.S., will showcase Israeli tourism

Although London has staged an annual Palestinian film festival since 1999, it has yet to hold an Israeli film festival. But June 14 sees the launch of Seret, a festival of Israeli film and television. The festival’s sponsors include the Israeli Embassy, the British Council and Bi-Arts, a joint initiative of the Israeli and British governments.

Rita, however, with her striking beauty and bubbly demeanor, has emerged as an unexpected bond between ordinary Iranians and Israelis—part cultural ambassador, part antiwar spokeswoman. A picture of Rita with the banner, "Iranians we will never bomb your country," is posted on her Facebook page.

Why did you join Twitter? .... I’m interested in the public diplomacy aspect of your job. I come to this job at a crucial juncture in the relationship between Israel and the United States. We face great challenges in getting our message across.

A little over one month ago, Jewish Twitter received a conspicuous new member: Israeli Ambassador Michael Oren (@AmbassadorOren). On his feed (which, he told me, he mostly writes himself), Oren shies from controversy, instead thanking various U.S. dignitaries for visiting or hosting him, linking to op-eds he’s published or speeches he’s given, and wishing folks a happy new week on Saturday evenings.

Both writers state that irrespective of what the world media has to say, true soft power is only gained by actions - by what these countries individually do. No amount of branding exercise can help their image if not backed by actions.