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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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Pioneering restaurant chain Taïm closes, outlets padlocked for unpaid taxes
Taïm Mediterranean Grill, a pioneering fast casual Israeli food chain, is closing locations across the country, after New York State issued warrants for hundreds of thousands of dollars in unpaid taxes.
The restaurant, founded by Israeli-American celebrity chef Einat Admony and now owned by the Illinois-based conglomerate Craveworthy Brands had expanded across New York, Washington D.C., and Chicago. Last week, pictures of two of New York City locations appeared on social media, with signage saying they had been seized by the state for nonpayment of taxes.
In an email to the Forward, a representative for Admony wrote that “she is unable to comment on the current status of the chain,” having not been involved with it since 2022.
When Admony first opened Taïm in New York’s West Village in 2005, it was one of the city’s first fast casual Mediterranean options. Zagat and New York Magazine gave the restaurant rave reviews, and lines formed outside the door.
Taïm opened its second location in 2012, and in 2018, former Chipotle executive Phil Petrilli and business partners invested in the restaurant and led its expansion across the country. By that time, Taïm faced a more crowded market, competing with Miznon, another Israeli fast casual creation by celebrity-chef Eyal Shani, and Cava, a Mediterranean bowl restaurant.
The restaurant switched ownership in 2024 when Craveworthy Brands bought Petrilli’s restaurant platform. But a year later, the state of New York issued dozens of tax warrants to Taïm-related entities at multiple locations. Some stores closed ahead of the recent round of state seizures.
The state has held both Pitrelli and Craveworthy’s CEO, Gregg Majewski, responsible for taxes owed. Pitrelli is currently suing Majewski, alleging that under their merger agreement, Majewski and Craveworthy are liable for all debts incurred by Taïm.
In his lawsuit, Pitrelli alleged the Taïm outlets owed $632,000 in unpaid taxes. Majewski did not respond to a request for comment; the Forward has reached out to his attorney.
Since the Hamas-led October 7 attacks on Israel, Taïm, which is Hebrew for “delicious,” has received some pushback. It has appeared on boycott lists and posts, criticizing it for being “Israeli owned,” even though its current owner is not Israeli. In a recent Instagram post noting the closure, users took to the comments to criticize the restaurant for being Israeli. However, a push to boycott Taïm specifically has not received as much widespread attention from the BDS movement as Goldie, a Philadelphia chain run by celebrity chef Michael Solomonov that recently closed six locations.
The restaurant currently brands itself as “Mediterranean,” though in the past it hashighlighted its Israeli background.
Others criticized Taïm for reasons unrelated to geopolitics. “They ruined that place when they changed the menu and made it like a big chain fast casual place,” one FoodNYC Redditor commented.
“Place has been going downhill for years, I’m not surprised,” another said.
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Antisemitism flourishes amid cultural and historical illiteracy. Classrooms should be a cure.
School will be back in session before we know it. A smattering of the headlines in the final weeks of the last academic year, coinciding with Jewish American Heritage Month in May, suggest that fighting antisemitism in educational environments will remain a monumental challenge.
They include a lawsuit against the nation’s largest teachers’ union for encouraging discrimination against Jewish teachers and students, a Texas private school displaying maps of the Middle East erasing Israel, swastikas scrawled on multiple school grounds in Massachusetts and in Georgia, and — just a few blocks from my child’s former school, which has had its own share of such issues — a flag bearing the hate symbol billowing over New York University.
The scene in the streets this summer has been arguably as bleak. Hate crimes against Jews are on the rise, even as rates of other major crimes fall. In response to the stabbing of a Jewish man in a kippah as he exited the Jewish Center on Manhattan’s Upper West Side, Democratic congressional nominee Micah Lasher implored Mayor Zohran Mamdani to do more than react with the requisite expressions of empathy and promises of increased security, but to “take the temperature down” rather than foster a climate that jeopardizes Jewish safety.
Taking the temperature down is exactly what’s in order. We need proactive, preventative action from our political leaders, in New York City and beyond, to transform an environment in which antisemitic attacks still comprise the majority of hate crimes, and harsh words can too often combust into violence.
The good news is that we have a ready-made place to continue this urgent work: classrooms. As an educator, I have a strong sense of how historical and cultural illiteracy are far more rampant than unrepentant antisemitism, and that this is where we must focus our educational efforts in a more deliberate way than we currently do.
Ignorance provides antisemitism, an insidious shapeshifter that infects and unifies the otherwise polarized political right and left, with a powerful accelerant. Yet the only times when K-12 students might encounter Jewish experiences are in a Holocaust unit — mandated in 29 states — or in an antisemitism training, often introduced reactively after an incident. Neither approach addresses a generalized illiteracy about Jewish identity and experience that allows this hatred to fester. These traditional methods of “fighting antisemitism,” including in classrooms, are important but inadequate.
Rather than teaching about Jews primarily as targets of hatred — the obvious organizing principle of many lessons on the Holocaust and antisemitism training — it is crucial that students learn about Jewish identities and experiences as inextricable from our broader national narratives. When Jews are understood as full members of the polity, and as diverse participants in every historical era — as labor organizers and industry leaders, fashion designers and film directors, athletes and intellectuals — it becomes much harder to caricature us as evil or outsiders, or to render us invisible.
Such historical accuracy, rigorous source analysis, and a spirit of cultural inclusiveness, is the ethos of the New York City public schools’ Hidden Voices: Jewish Americans in United States History curriculum materials, for which I serve as lead scholar. Volume 1 is out now, and Volume 2 will be released later this fall.
A two-volume collection of profiles, original sources, guiding questions, and analytical essays written and reviewed by experts, the free materials enable history and social studies teachers to enrich existing lessons, or to create entirely new units of study.
Rich narratives about individuals illuminate broader historical eras, whether organizer Clara Lemlich on Progressive Era labor legislation, Supreme Court Justice Louis D. Brandeis on transformed legal approaches to monopoly, or Dr. Ruth Westheimer’s advocacy for sex education, to name a few. Moreover, Hidden Voices explores how each individual’s Jewishness shaped their contributions to American society.
Rather than just sprinkling in a few Jewish figures into existing narratives, “Portrait of an Era” essays show how integrating stories of both luminaries and lesser known Jews nuances and challenges dominant historical frameworks – like “the Civil Rights Era,” or “Postwar America” – in ways that render history more accurately, and more interestingly.
For example, what does it say about the early national period of a country founded on religious freedom that Rabbi Isaac Leeser worried Jews would become “Christianized,” and thus offered sermons in English, while simultaneously advocating for the “Judaization” of American Jews? Or, how is the notion that American Jews “became white” after World War II challenged by the fact that the first, and only, Jewish Miss America, Bess Myerson, sparked a torrent of complaints to pageant organizers, was disinvited from various appearances, and was encouraged to choose a less Jewish name (she didn’t)?
Hidden Voices is no hagiography — history as hero worship — even as one of its aims is to challenge negative stereotypes. Since students might only encounter one of these profiles throughout their studies, we were especially judicious in selecting individuals that highlight the complexity of history and of humanity. For example, Spaniard Luis de Caravajal y de la Cueva, whose family converted to Roman Catholicism but secretly practiced Judaism under the threat of death, arrived in the New World to advance colonization. Yet he used this position to rescue other persecuted conversos. Many years later, we profile Groucho Marx, who with his brothers indelibly shaped the worlds of vaudeville and film, new industries where Jews found success in part because antisemitism excluded them from more established ones.
Emphasizing Jews’ role in U.S. history at large is crucial, but so is educating about the specificity of Jewish experience, from the momentous — including the Holocaust and Israel’s founding – to the everyday, like mainstreaming blue jeans and bagels and establishing overnight camps. Cultural topics are especially powerful teaching tools, for students are often less guarded in discussing food or fashion than when grappling with the most fraught political questions. Given so many current conversations about Jews now turn to Gaza, Hidden Voices decenters this conflict to offer a wider lens on a diverse people too often unhelpfully decontextualized.
Why isn’t a more robust Jewish-American history curriculum already a staple in more schools, especially given how largely other identities loom in our classrooms and our culture? Indeed, Hidden Voices — which has covered race, ability, and other categories — has existed since 2018 in New York City, home to the largest population of Jews outside of Israel, and yet the project I lead was only commissioned in late 2023, spurred by Oct. 7. While Volume 1 has been downloaded 200,000 times, and encouraging reports of teachers using the materials are rolling in, integrating these Jewish stories into the study of U.S. history and culture remains optional.
Multiple factors account for this relative absence of Jewish stories in the teaching of American history, in New York City and nationwide: foremost, the widespread, reductive assumption that identity and power in the United States operate around a Black-white binary, with Jews on the white, privileged side, and thus not a marginalized group worthy of attention. Similarly, many identity-based frameworks focus on “underrepresented” groups, which Jews — despite comprising a tiny minority — are not. Lastly, many such curricula are introduced due to parental advocacy, but Jewish Americans have largely expended such energy on building a Jewish education network outside the public system.
Overlooking Jewish American history and experience intensifies both antisemitism and historical illiteracy, and must be addressed. While Hidden Voices may appear to “just add Jews” into a Diversity, Equity and Inclusion framework, it actually represents a subtly, but substantially, different intervention. First, the argument for such programs is often for people to “see themselves.” While I hope Jewish schoolchildren feel affirmed by such visibility, that aim is profoundly parochial. Learning the history of Jews — or Latinos, LGBTQ people and others — is not primarily valuable in order to cultivate particularistic pride, a dubious aim for a secular school in a pluralistic society. Rather, it is to equip all students to navigate our shared society with evidence, empathy, and universalism. Actually, a Jewish history curriculum arguably stands to be most valuable in districts without Jews at all, but ample room for antisemitism to fester unchecked by interpersonal experience.
I understand the skepticism of staking our hopes on a better future for Jewish Americans in educational institutions; I’ve been a vocal critic of how alienating these places have been to many since 10/7. To be sure, education is no magic pill, and ignorance is not our only enemy. Avowed antisemites and ideologues exist in K-12 and college classrooms, as in all professions, and they too demand our unsparing attention. But for the vast majority of Americans with scant awareness of Jewish history or experience, teaching and learning about Jews as integral to this nation’s past and present is a new, and potentially powerful intervention. We owe it to each other to pressure our politicians and our public schools to at least try it.
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What does DSA actually want? Its national co-chair can’t say.
It’s been a heady couple of months for the Democratic Socialists of America. Candidates the organization rallied behind ousted establishment Democrats in New York, Michigan, Colorado and Wisconsin state primaries. Pundits who doubted the movement last year are now eating crow.
With the DSA having forced its way into the spotlight, national co-chair Megan Romer went on The New Yorker Radio Hour podcast to share what the movement is all about. But the interview has elicited an online backlash — and some ridicule — after Romer said she would have attended an Oct. 8 protest and that she would have sought to stop Russia’s advance in Ukraine through diplomacy.
Just as damning to some viewers was Romer’s reluctance to provide specifics on a number of DSA policy positions when pressed for them by New Yorker editor David Remnick.
The backlash to the interview put Romer on the defensive. The day after its publication the national co-chair called Remnick a “debate bro” who had tried to make her look and feel stupid during the conversation. Remnick, a Pulitzer Prize–winner and former Moscow correspondent for The Washington Post, has edited The New Yorker since 1998.
“Luckily lots of practice keeping my temper in check when debate bros are well-actually’ing me, tho it still flusters me,” Romer wrote Saturday on X. “I am def particularly sensitive when people are actively trying to make me look/feel stupid and it can throw me off my game.”
The interview highlighted a challenge that faces the organization as it gains members and breaks through on the Democratic stage: Translating its rallying cries into the gritty work of partisan politics — or, for the candidates DSA champions, getting things done while remaining true to the movement’s ideals.

Nowhere was that clearer than Romer’s talking points on Israel. Romer said the organization’s position was “a free Palestine with a capital in Jerusalem, and so I think that can safely be read as a one-state solution.” When Remnick asked her if DSA would have supported the proposed terms of the Camp David summit in 2000, had the Palestinians accepted it, Romer said: “Good question — I’d have to actually look at what the specifics there were.”
(The exact terms discussed at the summit are in dispute, but most agree it would have involved a separate Palestinian state with a capital comprising several Palestinian neighborhoods in Jerusalem.)
A testy exchange followed around Romer’s stance on the Hamas-led attacks of Oct. 7, 2023.
Asked whether she supported New York congressional primary winner Darializa Avila Chevalier in attending a “pro-Hamas” rally on Oct. 8, Romer said yes — she would have gone herself.
“If you put people in an open air concentration camp, and you deprive people of rights, of dignity, of food, of the ability to live in safety,” Romer said, “you have to expect that they are going to not take that for that long. And that is not defending any harm of civilians or of non-combatants.”
Remnick replied, “Well, sure it is — you said you’re supporting it.”
Romer said, “I’m saying that I think it was inevitable.”
On issue after issue, Remnick pressed Romer for details and found few.
- Romer said DSA wanted to “tax the hell out of millionaires” but demurred on what that would mean in practice.
- Romer said she believed in open borders, but not in “throwing the gates open.” When Remnick asked if that wasn’t just immigration reform — which is to say the Democratic policy platform — Romer replied, “It means reforming the system we have while we rethink the system, while we build this new one from the ground up, and then hopefully eventually flipping the switch.”
- Romer said she did not believe in sending arms to support Ukraine in its war against Russia. She asked Remnick, “Why aren’t we doing any amount of actual diplomacy? Why aren’t we doing any amount of actual sending actual human beings to talk to human beings?” Remnick pointed out that there had been many attempts of diplomacy, “however failed,” since the beginning of the war.
- Remnick asked Romer what she meant when she said she believed in prison abolition. She answered that the safest communities were not ones with cops on every corner, but ones with “good schools, good jobs, good park systems, good recreation for their teenagers, things like that. Those are the safe communities.”
- As for her support for defunding the police, Romer said she was “not in favor of getting rid of police entirely tomorrow” but that she supported decreasing their budgets until a point where social services were sufficiently funded.
For the most part, Remnick — trying to fit Romer into a 30-minute podcast slot — let Romer’s answers speak for themselves whether they answered his question or not. But he did hint at a broader argument in one of his final questions, about the DSA’s position in favor of abolishing the U.S. Senate.
Given the scant likelihood of such a measure passing, Remnick asked, didn’t it distract from policy goals that were more likely to succeed?
“I don’t think so,” Romer replied. “I think taking principled positions tells people that you’re principled, and I think we see voters really responding to that, and we see people saying, ‘Oh, you’re actually thinking about the systems.’”
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