Rebranding Israel

Latest from France 24:

The Israeli government and its citizens are sick and tired of the way their country is negatively represented around the globe. In order to reverse this trend, which according to many Israelis is a consequence of exposure to wrong or bias information, the government launched a new initiative whose aim is to turn Israelis who travel into savvy PR agents. The first step in this campaign, orchestrated by the Information and Diaspora Affairs Ministry, is a special website (in Hebrew) which teaches Israelis what to say and how to say it.

To read more, including short commentary by Kobi Skolnick, click here.

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