Israel’s 'hasbara' overhaul raises questions over who is in charge - opinion

An opinion piece examines Israel's overhaul of its public diplomacy (hasbara) apparatus, focusing on the relationship between the National Public Diplomacy Directorate in the Prime Minister's Office, headed by Tzipi Hotovely, and the Foreign Ministry's Public Diplomacy Department. A Knesset debate revealed past neglect of public diplomacy, with a budget increase from NIS 25-27 million to NIS 1.2 billion. The article questions whether the coordination-based structure creates confusion or works effectively.

An opinion piece by Neville Teller examines Israel's recent overhaul of its public diplomacy (hasbara) apparatus, focusing on the relationship between two key bodies: the National Public Diplomacy Directorate in the Prime Minister's Office, headed by Tzipi Hotovely, and the Foreign Ministry's Public Diplomacy Department. A Knesset debate in July 2026 revealed that public diplomacy had been neglected for years, with Foreign Ministry director-general Eden Bar Tal admitting it was 'almost solely diplomatic' until the end of 2024. A dramatic budget increase from NIS 25-27 million to NIS 1.2 billion followed Hotovely's appointment in April 2026. The article questions whether the coordination-based structure between the two bodies creates operational confusion or works effectively, noting that Hotovely has already mounted campaigns in New York and a rebuttal film to counter anti-Israel narratives. The piece concludes that Hotovely is well-qualified and should remain in post regardless of the election outcome.