Behind Brand Israel: Israel's recent propaganda efforts

Ben White, The Electronic Intifada, 23 February 2010

""The Delegitimization Challenge" report from the influential Israeli think tank the Reut Institute has put the spotlight on efforts by Israel and the Zionist lobby to counter the growing movement for justice in Palestine, and specifically, the boycott, divestment and sanctions (BDS) campaign. The work done by Reut has rightly attracted attention, but it is only one (particularly prominent) example of a wider trend, as the Israeli government and global Zionist groups mobilize to fight the threat to the apartheid system.

It was an issue discussed when Israeli policymakers convened for the recent Herzilya Conference where there was a session called "Winning the Battle of the Narrative: Strategic Communication for Israel." There was also an associated working paper, prepared by a team that included Ido Aharoni from Israel's Ministry of Foreign Affairs (MFA), along with senior officials from the prime minister's office, public relations firms and two key lobby groups -- The Israel Project in the US, and Bicom from the UK ("Winning the Battle of the Narrative" (PDF)).........

A common theme in the recently intensified discussion by the Zionist lobby is the perceived need for improved, and centralized, organization and coordination. The Reut Institute's "Delegitimization Challenge" report pointed to the imperative of reorganizing "the foreign policy establishment" in Israel, including "comprehensive reform within the Ministry of Foreign Affairs.".......

For all those involved in some capacity in the international campaign for justice in Palestine/Israel, and the growing BDS movement, these state-backed efforts can appear rather daunting. The Israeli government and its allies in lobby groups are not short of powerful contacts and money, and there is now a concerted effort to think "strategically." However, for all the research, conferences and working papers, there is a comical ignorance shaping these responses. A great example of this is can be found in the Global Forum's BDS paper, which includes the idea to "circulate information on Muslims acting contrary to Islam." ...........

Moreover, all of this strategizing and energy is needed in order to avoid the manifestly unimaginable truth -- that Israel is increasingly unable to maintain a regime of ethno-religious exclusion, apartheid separation and colonial violence without paying a price. Its supporters are also unable to see that it will prove to be unsustainable."