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Israel just quadrupled its PR budget to $730M. Experts say it won’t work.
(JTA) — Israel is betting nearly three-quarters of a billion dollars that it can talk its way out of a reputation crisis.
Lawmakers in Jerusalem approved a 2026 national budget last month that includes roughly $730 million for public diplomacy — the broad category known in Hebrew as hasbara — more than four times the $150 million they allocated the year before. That earlier sum was itself about 20 times what Israel had spent on such efforts before the war in Gaza broke out in 2023.
The unprecedented expenditure comes as survey after survey show declining support for Israel in the United States, its most important ally. A Pew Research Center poll released earlier this month found 60% of Americans now view Israel unfavorably, up seven points in a single year, with only 37% viewing it favorably.
Most striking for a country long accustomed to bipartisan American support: 57% of Republicans under 50 hold negative views of Israel. Support has cratered among the religiously unaffiliated, Black Protestants and Catholics. Among American Jews, support has slipped below two-thirds.
On social media, the Hebrew word “hasbara” has become a dismissive shorthand for pro-Israel advocacy, indicating how widely known Israel’s uphill efforts to shape its image have become.
Congress is increasingly reflecting this drop in public support. Earlier this month, 40 of 47 Senate Democrats voted to block a $295 million sale of Caterpillar bulldozers to Israel, and 36 voted to block a sale of 1,000-pound bombs, representing the strongest congressional rebuke of U.S. military aid to Israel on record.
Israel’s foreign minister, Gideon Sa’ar, says the country is engaged in a global war for hearts and minds and it must spend accordingly.
“We had a major breakthrough this year, but we must as a country invest much much more,” Sa’ar said in December as the government entered budget deliberations. “It should be like investing in jets, bombs and missile interceptors. In the face of what’s arrayed against us and what’s invested against us, it’s far from enough. This is an existential issue.”
Alongside the budget, Sa’ar won approval for a dedicated public diplomacy unit inside the Foreign Ministry, headed by a director equivalent in rank to the ministry’s top political official — a structural consolidation meant to end years of scattered hasbara work across rival ministries.
Public filings, Knesset testimony and Israeli business reporting show where a portion of the 2025 allocation went.
A $50 million international social-media ad buy was split across Google, YouTube, X and Outbrain. Roughly $40 million went to hosting 400 foreign delegations — lawmakers, pastors, influencers, university presidents. A “media war room” was erected to monitor 250 outlets and 10,000 daily Israel-related items.
The Foreign Ministry also signed a $1.5-million-a-month contract with former Trump campaign strategist Brad Parscale’s firm to deploy AI tools against antisemitism online, a $4.1 million campaign aimed at evangelical churches, and the “Esther Project,” a paid influencer network running up to $900,000 through a PR firm called Bridges Partners.
The Israeli Foreign Ministry did not respond to repeated requests for interviews and comment.
Defending the approach, Consul General Israel Bachar, Jerusalem’s top diplomat in Los Angeles since 2023, said in an interview that most of the money so far had gone into social media and delegations. His post oversees seven Western states and one of the largest Israeli expatriate populations in the world.
“We flew a lot of delegations to the country — whether it’s pastors, whether it’s politicians, universities,” Bachar said. “Everyone who returns from the country understands better and is more supportive. But you have to fly out a lot of people.”
A veteran Israeli political strategist before his consular appointment, Bachar argued the anti-Israel shift in the United States is not primarily a messaging failure. He pointed instead to “sociological changes in America that have nothing to do with us” that are “being used against us.”
He called the situation a complex problem with “no silver bullet,” and said he favors additional spending on what he called “productions” in the United States — sitcoms, documentaries, feature films that touch on Israeli themes — alongside the ad buys and influencer work.
Ask the people who study public diplomacy for a living whether any of this will work, and the answer is, overwhelmingly, skeptical.
Their central objection is that no amount of messaging can outrun entrenched rejection by its target audiences of Israel’s armed response to conflicts with its neighbors.
“My position is that history shows all the money in the world won’t help if the policy is wrong,” said Nicholas Cull, a professor of communication at the University of Southern California and one of the founders of the study of public diplomacy. “The U.S. discovered that in Vietnam when its own Cold War public diplomacy budget peaked.”
Cull coined the term “reputational security” to describe the argument Sa’ar is implicitly making — that a country’s standing is itself a strategic asset worth serious investment.
“It means protecting the country both by accentuating positive images and by eliminating negative realities,” Cull said. “I suspect that the government of Israel will be unable to sell its solutions to the world when so many of its own people dispute the validity of those solutions, and where the domestic consensus is wide of the international understanding of realities on the ground.”
The polling tells a similar story, according to a scholar who has been tracking it longer than almost anyone else.
“There has been a paradigmatic shift that has taken place in America about Israel,” said Shibley Telhami, a political scientist at the University of Maryland, who has surveyed American and Arab attitudes toward Israel for decades. “I have been tracing shifts, particularly among Democrats, for a decade and a half. I have never seen a shift like the one we’ve seen.”
Born in Israel to an Arab family, Telhami was long a two-state advocate operating within the American foreign policy mainstream before moving considerably leftward in recent years.
He described a new “Gaza generation” — a majority of young Americans who, his polling shows, now see Israel as committing genocide and who see the United States as implicated in it.
Telhami said the moment reminded him of a previous episode. He served on the U.S. Advisory Commission on Public Diplomacy in 2005, when Washington tried to spend its way out of the reputational damage of the Iraq War with campaigns aimed at Muslim audiences.
“Our conclusion was, it’s the policy, stupid,” he said. “Yes, you can do a lot with public diplomacy, and there are strategies that could help on the margins. But they’re only going to affect a small percentage, because the bulk of the impressions on issues that people care about are shaped by the actual policies, not how well you sell those policies.”
Many Israelis believe the country has simply never told its story well enough, and that with enough money and the right platforms, it can. But the conventional wisdom that Israel has not been active on the frontiers of public diplomacy simply isn’t true, according to Ilan Manor, a senior lecturer at Ben-Gurion University who has long studied the Foreign Ministry’s online presence.
Israel was one of the first countries in the world to build a global digital-diplomacy operation, Manor said. Before Oct. 7, he said, its accounts reached roughly a billion people, a scale rivaled only by the United States.
“The problem is not that we lack infrastructure. The problem is not that we lack skill,” Manor said. “The problem is that people don’t believe the state anymore. And that’s a much, much deeper problem that no amount of money is going to repair.”
He calls it a credibility gap, borrowing the term American reporters used for Lyndon Johnson’s Vietnam-era statements. “If you’re not a credible spokesperson, if you’re not a credible state, it doesn’t matter how good your message is,” Manor said. “It doesn’t matter how viral it might get. It doesn’t matter how many likes you get.”
The credibility problem is now compounding itself. As disclosures have revealed Israeli contracts with influencers, shell websites, and AI-driven campaigns, pro-Israel posts on American social media routinely draw comments accusing the poster of being a paid foreign agent, whether they are or not.
Similar concerns come from inside the pro-Israel branding world. Joanna Landau, founder of the Tel Aviv–based Israel branding nonprofit Vibe Israel, has spent more than a decade flying international influencers to Israel on lifestyle-focused trips. She said she was not available for an interview but has laid out her views in a recent series of essays on her Substack, “Reputation Nation.”
Landau called the 2026 allocation “a long overdue course correction” but warned that structural failures would swallow the money. “Israel’s narrative has no single strategic owner,” she wrote, noting that messaging responsibility is scattered across the Foreign Ministry, the Prime Minister’s Office, the Diaspora Affairs Ministry, the Government Press Office and the IDF.
According to the government’s own announcements, she added, most of the new funding is slated for “tactical activity” — “the same tools Israel has relied on for years, only now with many more zeros.” Her conclusion: “A large budget poured into a broken system produces scale, not strategy.”
The spending does vault Israel into the same league as some of the world’s largest public diplomacy operations, according to Landau.
Exact comparisons are hard to make, and there are no widely accepted figures for what different countries spend on public diplomacy — the work is scattered across culture ministries, state broadcasters, foreign affairs budgets, and intelligence agencies, often without a single label.
Germany, for example, funds Deutsche Welle, its international broadcaster, and the Goethe-Institut, its global network of cultural centers, at hundreds of millions of dollars a year, but both operate independently of the government. Britain spends around $450 million on the BBC World Service and millions more on international scholarships, also at arm’s length from direct messaging. The United States allocates an estimated $2.3 billion through State Department programs and the U.S. Agency for Global Media. China’s public diplomacy spending has topped $10 billion. Qatar has built Al Jazeera into a global network through state funding whose full scope is not publicly disclosed.
Israel, a country of roughly 10 million people, is now set to spend on its global image at a scale normally associated with much larger countries.
It may be too late, according to one Israeli scholar who has argued for two decades that Israel chronically underinvests in public diplomacy.
Eytan Gilboa, a professor of international communication at Bar-Ilan University, said he welcomes both the larger sum and its consolidation inside the Foreign Ministry, which he said Prime Minister Benjamin Netanyahu had deliberately “dried up” in favor of rival ministries.
But Gilboa agrees the current moment may be beyond repair.
“This is the worst crisis in Israel’s image abroad,” he said. “In the past, we have seen criticism of Israeli policy. Since Oct. 7, we have seen a rejection of Israel’s right to exist.” He argued that Israel has lost a generation of Americans, calling it “highly dangerous, because these people are going to be the next politicians, elites, journalists.”
“Perhaps $730 million is not enough,” Gilboa said. “You have to establish a mechanism, a system that would systematically address all the challenges. I am quite pessimistic.”
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Synagogue attacks were part of massive ISIS-inspired plot last week, FBI says
(JTA) — A 21-year-old man from Valencia, Pennsylvania, suggested poisoning food in synagogues as part of a mass attack in support of the Islamic State group last week, according to the FBI.
The suspect, Jonathan Kramer, said in an online forum using the pseudonym “Hamza Al Rashid” that “i wish to inject ricin or cyanide into places such as grocery stores inside water/food with a syringe, or going to food events, preferably synagogues and putting the chemicals in their food and drink…,” according to a sworn FBI affidavit.
The prospective poisoning was part of a broader plot of mass violence that included “repeated attempts to encourage and coordinate violence through encrypted platforms, such as advising others on attack methods, discussing chemical poisons, arson, vehicle attacks, drone delivery explosives and firearm based assaults,” FBI Special Agent in Charge Richard Evanchec said at a press conference last week.
The Jewish Federation of Greater Pittsburgh said in a security update on Friday that no synagogue had been specified by the FBI. , “We are in close contact with our law enforcement partners and federal prosecutors, and if we learn of anything concerning, we will share that immediately,” the organization noted.
Assistant Attorney General for National Security John Eisenberg announced last Tuesday that Kramer was “preparing for a mass shooting that could have taken many lives, having already secured a rifle and approximately 190 rounds of ammunition for what he called his ‘mission.”
Efforts to reach Kramer’s public defender Jake Morrison were unsuccessful.
FBI agents arrested Kramer in a hotel parking lot in Cranberry, Pennsylvania, the Justice Department said. They seized a semiautomatic rifle, five rifle magazines, a rifle bipod and scope, a total of 190 rounds of rifle ammunition and about 30 knives following a search of him, his house and his hotel room.
Kramer was charged with receiving a firearm and ammunition believing they would be used to commit terrorism. He appeared in court last Wednesday to waive a preliminary hearing, according to CBS News. A court date has not been set for Kramer’s next proceedings, the network reported.
Kramer had been on the FBI’s radar since 2023, when he was charged by Pennsylvania state authorities “for his role in a plot to commit a mass casualty incident” and sent to a juvenile detention facility, FBI special agent Gregory Battaglia said in a sworn affidavit.
Nearly eight years ago, 11 worshippers were killed at Pittsburgh’s Tree of Life synagogue in the deadliest antisemitic attack in U.S. history.
This article originally appeared on JTA.org.
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Proposed U.S. $24.3 billion sale of F-35 fighter jets to Saudi Arabia advances
(JTA) — The State Department has approved a possible $24.3 billion sale of 48 F-35 fighter jets to Saudi Arabia — a move that would make the kingdom the second Middle Eastern country after Israel to have the world’s most powerful combat aircraft.
“This proposed sale will support the foreign policy and national security objectives of the United States by improving the security of a major non-NATO ally,” the department said in a statement.
Israel wants the sale attached to a normalization deal with Saudi Arabia, but that doesn’t appear to be on the horizon. However, there is a small chance that Congress could keep the sale from happening.
When President Donald Trump first confirmed that he was considering the sale last November, Israeli officials told Axios that while they don’t oppose the sale itself, they wanted it “to be subject to Saudi normalization with Israel.”
Although Israeli Prime Minister Benjamin Netanyahu reportedly brushed off the deal’s significance last fall, a security source at the time warned on CNN that the possibility of Saudi Arabia acquiring “the same capabilities” as Israel was “very concerning.”
The prime minister was more vocal in his opposition to a July announcement from Trump that he was weighing selling the advanced jets to Turkey as well, telling CNN that Turkish President Recep Tayyip Erdogan is “not exactly a model ally of the United States.”
Israel has already purchased 50 F-35 jets, in two procurement rounds that occurred in 2016 and in 2017, according to the Israeli Defense Ministry. However, local media reports indicate that two of the 50 have yet to arrive, meaning that just 48 are on the ground – the same number of planes that the State Department has approved for Saudi Arabia’s potential purchase.
Israel would have many more F-35s than Saudi Arabia for the time being, because its Defense Ministry announced in 2024 that it would be procuring 25 more of the planes, slated to begin arriving in 2028. Earlier this year, the Defense Ministry revealed that it would be procuring yet another squadron of the jets, although the quantity remained unclear.
Congressional approval is not assured; wariness of the Saudi regime, stemming in part from the state-sanctioned 2018 murder of a U.S.-based journalist in Turkey, crosses party lines.
The U.S. Arms Export Control Act requires the executive branch of the government to notify Congress regarding major defense equipment sales to most countries. Congress can then deem a country ineligible to participate in a sale through a joint resolution. The president can then veto the resolution, which Congress would need a two-thirds supermajority to override.
Additionally, U.S. law requires the president to ensure that Israel maintains “a qualitative military edge over military threats” when considering arms sales to other Middle Eastern countries. Israel, per the law, must be able “to counter and defeat any credible conventional military threat” from both other nations and “non-state actors.”
“The proposed sale of this equipment and support will not alter the military balance in the region,” the State Department said on Thursday. It called Saudi Arabia “a force for political stability and economic progress in the Gulf region,” adding that the sale would help “deter current and future threats by strengthening its homeland defense.”
The department maintained that not only would the sale improve Saudi Arabia’s defense capabilities, but it would also boost “interoperability” with both U.S. forces and other players from NATO and the region.
As for the potential deal’s logistics, Saudi Arabia has requested 48 of Lockheed Martin’s F-35 Lightning II Joint Strike Fighter Jets, as well as 49 Pratt & Whitney engines, according to the State Department.
The kingdom is also seeking to acquire other non-major defense equipment, such as cryptographic devices, precision navigation, secure communications, simple key loaders and support for electronic warfare databases, maintenance and personnel training.
Producing and delivering these planes can take many years.
Meanwhile, just a day before Trump’s announcement, The New York Times surfaced intelligence concerns that China could acquire F-35 technology by spying on Saudi Arabia or through its partnerships with the kingdom.
U.S. House Rep. Raja Krishnamoorthi, a Democrat from Illinois, warned in a statement on X that “Beijing has spent decades stealing American intellectual property” and that this deal could “help them do it.”
“Our own intelligence community is warning that it could put the crown jewels of American military technology within reach of the Chinese Communist Party,” Krishnamoorthi added.
The Biden administration reportedly ended a past F-35 deal with the United Arab Emirates — secured by the first Trump administration — due to similar concerns about the country’s connections to China, as well as to Russia.
This article originally appeared on JTA.org.
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After outcry, Texas lieutenant governor says schools should teach Holocaust books ‘Night,’ ‘Anne Frank’
(JTA) — The lieutenant governor of Texas says his recent call for the state’s public schools to remove “over 2,000 titles” of “dirty, filthy and vulgar books” was not meant to include books about the Holocaust.
Dan Patrick’s statement, provided exclusively to the Jewish Telegraphic Agency on Friday, comes after a month of confusion following a press conference in which he and a conservative Christian activist threatened schools with potential loss of state funding if they did not comply with his directive to purge their libraries.
“I believe Texas students must learn about the Holocaust, and that includes reading books such as ‘Night’ by Elie Wiesel, ‘The Diary of Anne Frank,’ and other books about the Holocaust,” Patrick told JTA, singling out two books on the removal list he had promoted – one of which, “Night,” that he previously explicitly called for removal from middle schools.
Patrick added that his initiative was “focused on age-inappropriate, sexually explicit books in public school libraries across Texas.” At his earlier press conference, he had directed viewers to an online list compiled by an activist group that features several books about the Holocaust and Jewish identity.
Patrick’s threats have teeth. In Texas, lieutenant governors are more powerful than in many other states, playing central roles in shaping the budget and determining the legislative agenda.
Patrick also appeared to walk back some of the harsher proclamations from his Aug. 19 press conference, at which the Republican had stated, “We’re coming for the books.”
“As the law states, local communities have the right to make their own decisions about their public school libraries,” he told JTA Friday.
The lieutenant governor, who is up for reelection this fall, appeared at the conference with Bonnie Wallace, the head of the activist group Recover America, and told viewers to “go to RecoverAmerica.com.” That group has circulated a list of more than 2,100 “Harmful Books in Libraries.” Its list, which it describes as “books with harmful, sexually explicit, and vulgar content,” includes more than a dozen titles of particular import to Jewish readers.
Recover America’s flagged books include both volumes of Art Spiegelman’s “Maus,” a comic-book adaptation of Frank’s diary and Bernard Malamud’s novel of a blood libel “The Fixer” — all books that have been removed from school districts in Texas and other states in the past amid broader conservative-led library culture wars. In some cases those books were restored to the districts following public outcry, but spurred deeper dialogue about the state of Holocaust education and antisemitism awareness in public schools.
Patrick’s latest push would go much further than a handful of districts, affecting the more than 5.5 million students in public schools across the state.
One book of particular contention on Recover America’s list was “Night,” Elie Wiesel’s bestselling memoir of surviving Auschwitz and Buchenwald, which has been taught in schools for decades. After a Houston Chronicle story noted the book’s inclusion on the Recover America “harmful” list, Patrick initially doubled down on “Night,” saying that it was not appropriate for middle schools owing to its “violence.”
“If ‘Night,’ by Elie Wiesel, were made into a movie, it would likely be rated R,” Patrick wrote on the social network X on Aug. 26. “‘Night,’ which includes depictions of graphic violence and the machine-gunning of babies, should not be available to sixth graders in middle-school libraries. High school is more age-appropriate.”
His tweet appeared to contradict the state’s own K-12 required reading list, passed this summer, which mandates that “Night” be taught in the eighth grade beginning in 2030.
Now, in response to questions from JTA, the lieutenant governor said he would defer to the Texas State Board of Education on the appropriate grade to teach “Night.”
“The State Board of Education decides the appropriate grade level for books and will determine whether ‘Night,’ by Elie Wiesel, is at the appropriate grade level,” Patrick told JTA in his statement.
He continued to insist that books in schools should be held to “FCC standards,” referring to the Federal Communications Commission, an agency that governs broadcasting content and does not regulate publishing.
The head of the Texas Holocaust, Genocide and Antisemitism Advisory Commission, a governor-appointed panel which advised the state on the inclusion of “Night” and other Holocaust texts on its required reading list, did not return a JTA request for comment.
In a statement, the Texas Educational Authority, which drafted the required-reading list, told JTA, “When Texas students learn about the Holocaust, they will be exposed to the horrors of the Holocaust. That is why the SBOE placed the book in 8th Grade to ensure age appropriateness for students.”
At the Emmys this week, when “The Librarians,” a documentary about librarians facing book removal threats, won an award, retired Texas librarian Carolyn Foote joined the producers on the stage and held up a copy of “Night” in protest.
“I felt like it was very symbolic to bring ‘Night,’” Foote, a subject of the film and a co-founder of the librarian activist group FReadom Fighters, told JTA. “Having read it, I just know the importance of not forgetting our past. And that’s part of Elie Wiesel’s whole legacy, is remembrance, and so it just felt very important for me to carry that book, coming from Texas.” Another librarian onstage for the win held up “Anne Frank’s Diary: The Graphic Adaptation.”
Elisha Wiesel, Elie’s son and chair of the Elie Wiesel Foundation, told JTA that “Texas deserves credit for recognizing that Holocaust education belongs in the eighth-grade curriculum.” Yet, the younger Wiesel suggested, Patrick’s concerns about the book’s violence were misplaced.
“‘Night’ contains violence because the Holocaust was violent; its purpose is not to shock young people, but to help them understand where hatred and indifference can lead,” he wrote in an email. “With context and guidance, students should not be shielded from this history. They should be equipped to confront it.”
Despite having directed viewers to Recover America’s book list during his press conference, Patrick’s new statement to JTA said, “I do not have a book list.” He pointed instead to a law passed in the state legislature in 2025 regulating school books that he said districts were required to follow.
Yet some districts in the state have removed every book on Recover America’s list from their own libraries out of fear of losing funding, Foote told JTA. While the list nominally contains a ratings system, many of the books do not have a rating.
Besides “Night,” “Maus,” “Anne Frank’s Diary” and “The Fixer,” other books about Judaism and the Holocaust on Recover America’s list of “Harmful Books” include:
- “Annexed,” a young-adult novel about Peter van Pels, who hid in the Amsterdam annex with Anne Frank
- “The Berlin Boxing Club,” a young-adult historical novel based on German boxer Max Schmeling, who helped young Jews during Hitler’s rise to power
- “Black, White and Jewish,” a memoir by Rebecca Walker, the mixed-race Jewish daughter of author Alice Walker
- “Caste: The Origins of our Discontents,” a nonfiction book analyzing the “caste systems” of Nazi Germany. “Caste” had been included on an earlier, Wallace-spearheaded list of books for removal from a Texas public library in a case that the U.S. Supreme Court declined to hear in 2025, allowing the removals to proceed.
- “Kasher in the Rye,” a memoir by Jewish comedian Moshe Kasher
- “Pride: the story of Harvey Milk and the Rainbow Flag,” a children’s picture-book biography of the pioneering Jewish LGBTQ legislator
- “Sophie’s Choice,” the bestselling Holocaust novel for adults
- “The Violin Maker’s Daughter,” a historical novel about a Jewish family of musicians during the Holocaust
- “White Bird,” a young-reader graphic novel about a Jewish girl in Nazi-occupied France
In response to JTA sharing a list of the above books, Patrick’s statement mentioned only “Night” and Anne Frank by name. The Recover America list is largely made up of romance and fantasy novels, many with an LGBTQ element, while also including classics such as “The Glass Menagerie” and “Cat’s Cradle” and some picture books for children.
Recover America did not immediately return a JTA request for comment Friday on Patrick’s new statement. Wallace, the group’s leader who has also appeared on Patrick’s podcast, previously told the Houston Chronicle that she had “thought long and hard” about including “Night” on her list.
She ultimately did so, she said, because “an eighth-grade student is 13 years old. Do they need to read about soldiers massacring, throwing up babies, and killing them with machine guns?”
She added, “It’s not to say this doesn’t happen in life. And the Holocaust was maybe the worst tragedy in the history of the world.”
For Cameron Samuels, a Jewish alum of Texas public schools and founder of the activist group Students Engaged in Advancing Texas, such efforts do not help Jewish students.
“Non-Jewish people are deciding for us what’s best, and making this public policy,” Samuels said. “We can’t readily access these books and stories. And that makes students feel alone. It also means that our classroom peers are not learning authentic Jewish narratives.”
This article originally appeared on JTA.org.
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