Former Israeli ambassador to the United Nations and new right-wing party leader Gilad Erdan has called for the establishment of a robust and centrally coordinated public diplomacy effort, which he described as an “army of hasbara,” to address what he views as a critical lapse in Israel’s global image management. Speaking after announcing his party launch on Thursday, Erdan emphasized the need for a dedicated public diplomacy command led by a figure equivalent to the Israel Defense Forces chief of staff, whom he dubbed the “Ramatkal of hasbara.”

Erdan criticized the current government for what he described as its abandonment of the international battle over Israel’s narrative, arguing that the country’s efforts are fragmented, underfunded, and ineffective. He pointed to existing agencies tasked with public relations as isolated and under-resourced, saying they were “fighting with their arms tied behind their backs.”

According to Erdan, this neglect has directly contributed to a decline in support for Israel, particularly among key demographics in the United States, including both younger Republicans and Democrats. He cited communications with leaders from Turning Point USA, a conservative youth advocacy organization, who reportedly confirmed that Israel is “losing the young generation of the Republican Party.” Erdan insisted that he has a “comprehensive plan” to reposition Israel’s image by adopting a more proactive and offensive public diplomacy strategy, which would include exposing what he called the “true face” of Israel’s adversaries such as Qatar.

Reflecting on his diplomatic experience, Erdan highlighted the stark limitations he encountered in funding during his tenure at the UN, recalling that his initial budget for public diplomacy activities in New York was just $10,000. He asserted that despite Israel’s extensive diplomatic presence in the United States, including an embassy and eight consulates, these missions lack adequate financial support to mount an effective public relations campaign.

Erdan contrasted Israel’s public diplomacy funding with that of Qatar, which he said has successfully leveraged its own resources to advance its image in the United States through “soft diplomacy,” despite having a smaller economy. He cited 2023 World Bank figures showing Israel’s GDP at approximately $610 billion, nearly three times the size of Qatar’s $215 billion economy, to argue that Israel should be able to allocate significantly more resources towards shaping international public opinion.

The former ambassador concluded that Israel must urgently enhance and better coordinate its hasbara efforts to counteract delegitimization campaigns and improve its standing on the global stage.