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David M. Weinberg
Israel Winning
Insight Hasbara Strategies
I conducted two speaking tours in Second, history matters and needs to is a much more basic restatement of
Europe this summer, where I was be re-stated – because it isn’t known, Israel’s cause and purpose. Speak it
confronted with the challenge of and it goes to the core of Israel’s case. loud and clear: Israel is a grand historic
justifying Israel’s actions on the Gaza Remind listeners that the Six-Day War reunion of people and land, and a just
border and even the country’s very was not an act of Israeli aggression, but and moral actor in the medieval and
legitimacy as a nation among nations. a defensive war, and the Arab side lost violent Arab Middle East!
I found that the deep psychological fair and square. There never has been
asymmetry employed by Hamas and a Palestinian state. Settlements are not Fifth, and most important of all, don’t
Fatah as a strategic weapon against Israel colonialist outposts but express a Jewish be embarrassed by Israel’s strength.
– is working. The Palestinians exploit “right of return” to ancestral lands. Israel Admit to it. Celebrate it. As counter-
civilians by placing them in danger or placed three full-scale peace proposals intuitive as this may seem, especially in
condemning them to unending refugee on the table over the past 15 years contrast to the “outstretched hand for
life. involving Palestinian independence and peace” narrative described above, never
apologize for using “disproportionate”
The ensuing misery gnaws away at the almost-complete West Bank dominion force. Instead, articulate the reasons
conscience of well-meaning and naïve – yet Abbas rejected all offers and why and the circumstances under
observers around the world, and they preferred to fight on. which Israel must use force to defend
find it hard to justify the “imbalance” its homeland, and don’t be shy about
in suffering between Palestinians and History matters and needs it. Largely, this means sharing Israel’s
Israelis. to be re-stated – because it dilemmas with your audience. It’s okay
Furthermore, radical progressivism, to agonize a bit over the need to be a
which has captured much of political military power; dwelling on this is truly
Israeli and it is humanizing. But never
"discourse in the West, makes liberals ask for forgiveness or suggest that Israel
uncomfortable with the use of force by isn’t known will pull its punches just to win a nice-
nation-states in almost all cases. Israel’s guy award.
“over-dog” position and its frequent
recourse to military action to defend Third, emphasize, repeatedly, that Israel Forthright, unashamed talk has
itself is then magnified and manipulated seeks conflict resolution, not jihad; salutary impact. Without being nasty
by malign and much less naïve actors to that Israel wants to resolve conflicts or unfeeling regarding our adversaries,
skewer the Jewish state. one can convey a deep sense of sincerity
through compromise, not end conflicts and believability by verbalizing
Israeli red lines and enunciating core
Nevertheless, I found that there were by annihilation of the enemy. Say Zionist commitments. People are
five key “hasbara” strategies that had that Israel wishes to live at peace and forced to respect that, even if they
some impact on my interlocutors. cooperate with its neighbors, not to won’t impute to you awe-inspiring
conquer Arabic and Islamic nations from humanity. Better shock-and-awe than
shrink-and-whimper.
First, don’t play the victimhood game. Tunisia to Indonesia. No matter how
Alas, people don’t care how many ridiculously self-evident this seems, the David M. Weinberg is the Vice
dunams of fine Israeli agriculture have repetition of this truth is extraordinarily
been burned by Palestinian incendiary important. It isn’t obvious to many President of the Jerusalem Institute
kites, how many Israeli women and
children have been murdered by Hamas Europeans. for Strategic Studies
suicide bombers, or how many missiles
Iran is giving Hezbollah to fire into Fourth, speak about justice and the www.davidmweinberg.com
Jewish nation. It is simply not enough www.jiss.org.il
Israel. The recounting of Arab atrocities, to explain Israel’s security dilemmas or
no matter how egregious, doesn’t wash. revisit Israel’s diplomatic generosity
Israel is simply not seen as the underdog. towards the Palestinians. What’s needed
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