Defeating AntiIsrael Propaganda:
A Guide
As Presented By:
Table of Contents
Introduction
3
Deciding Whether to Respond to Anti- Israel Propaganda
4
Deciding Whether to Respond: A Flow Chart
6
Messaging 101
7
Most Likely Scenarios
9
Questions for anti-Israel Propagandists
11
AIP vs. Anti-Semitism: Know Your Rights
12
“Communicating Effectively for Israel” Booklet
Appendix
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Introduction
Successful campus advocacy for Israel is predicated on proactively communicating
positive messages about Israel, building relationships with important members of the
campus community, and maintaining an educated and enduring pro-Israel movement.
Often these efforts are not worth straying from in order to directly counter anti-Israel
propaganda (AIP). Yet there are times when the intensity and potential impact of antiIsrael propaganda is such that it must be directly countered.
In cases where AIP must be countered, it is crucial to have a thoughtful strategy,
foresee potential obstacles, and conduct adequate preparation. Israel advocates must focus
on communicating core pro-Israel messages rather than responding to false claims. The
goal should not be to persuade the anti-Israel propagandists, but rather to engage the
numerous undecided individuals, referred to in this document as “the 90%.” Additionally,
utilize AIP as an opportunity to recruit new members to the Israel movement, and to make
a positive and sympathetic impression for Israel.
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Deciding Whether to Respond to Anti-Israel Propaganda (AIP)
Consider whether the particular event or initiative is likely to make an impact on campus
by asking the following:
Is the event/initiative being well-organized and publicized enough to reach the
90% (i.e. people who do not already agree with the organizers)? Determine the
answer to this question by consulting with allies in diverse
communities on campus, and examining how widely and
engagingly the event is being publicized.
Is the message clear and credible enough to be damaging to the
perception of Israel?
Can the Israel movement respond without being sidetracked
from their proactive agenda?
Does the Israel movement know how to respond properly – i.e.
with a clear and persuasive message, and as a dignified, united
group?
If the answer to all 4 of these questions is yes, then the AIP merits a response. (Utilize the
“AIP Flow Chart” to determine.)
Devising a Strategy
Generally, a response to AIP should be limited to behind-the-scenes efforts where at all
possible, so as not to draw any more attention to the claims of the anti-Israel propagandists
than necessary.
Fortifying relationships with student government and coalition partners,
communicating with university administration, and engaging campus media can
all be done privately.
Public pro-Israel displays or op-eds can indirectly address the AIP by focusing on
proactive core messages. (See “Messaging 101” below.)
Only when an event or initiative is already receiving a high amount of publicity
and credibility should there be a public response.
Focus counter-efforts on arenas where AIP is having impact, yet maintain past
success in other arenas. For instance, a series of negative op-eds in the campus
paper may require positive op-eds in response, but might also need to be
accompanied by reassuring calls to coalition partners.
Ensure that the spokespeople for the Israel group are diplomatic and able to stay
on message. Make it clear that these are the official and exclusive
representatives of the group. (See “Don’t Respond Reactively” section of
“Messaging 101” below.)
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Wherever possible, use preexisting relationships with campus allies to publicly
communicate your message.
Use “Most Likely Scenarios” guide to determine the response for a specific event.
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Circumstantial Obstacles
It is important to recognize and prepare for some of the circumstantial obstacles that often
arise when countering AIP, including tensions within the Israel movement.
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Urgency: decisions regarding how to handle AIP often
need to be made quickly. That is why it is important to
have a strategy already in place.
Dividedness: The entire Israel movement may not agree
on whether AIP merits a response, or what the
response should be. Bring leaders together to discuss
whether the AIP merits a response. Explain the
rationale and methodology behind the intended
approach. Be firm and persuasive, yet empathetic. If
individuals still do not agree with the preferred approach, persuade them that it
will be damaging to show lack of unity. If they insist on going forward with a
different approach, try to marginalize their visibility without directly attacking
them. Most importantly, make sure everyone who is
assisting in the effort is on message, calm, and
confident.
High Emotions: Some more confrontational
members of the Israel group may seek aggressive
means to deal with the situation. Be the rational
voice that convinces everyone to respond appropriately, and keep those who are
incapable of doing so away. Identify these individuals before anti-Israel
propaganda arises.
Fear of Confrontation: Conversely, non-confrontational people may seek to avoid
responding at all costs. Be sure to provide proper training and messaging to all
Israel group members, as well as strong coalition partners. Place most confident
and articulate members at the forefront of your efforts, and give others behindthe-scenes opportunities to make meaningful contributions. (See “Messaging
101“handout and bring Hasbara Fellowships staff to campus for a messaging
workshop.)
Pressure from Jewish professionals or community members: Be prepared to
explain and defend your approach to well-intentioned supporters who may
disagree. Send an email explaining your approach and requesting their respect
and support. Remind them that public disunity and intervention from nonstudents generally has a negative impact.
External factors: Consider how eternal factors like current events or campus
climate may affect your efforts.
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Deciding Whether to Respond to Anti-Israel Propaganda
Points to Consider
Deciding Whether to Respond to AIP: A Flow Chart:
1. Is the AIP being well-organized and publicized enough to reach the
90% (i.e. people who do not already agree with the organizers)?
Tips for figuring this out:
- Examine publicity for the event by checking Facebook, flyers, news coverage,
and tabling.
- See if other prominent organizations are co-sponsoring.
- If it will not negatively affect the relationship, consult coalition partners and
allies in diverse communities about whether they have heard anything.
2. Is the message clear and credible enough to be damaging to the
perception of Israel?
Tips for figuring this out:
- Is the speaker reputable?
- Is the topic interesting, and not far-fetched?
- Are the organizers framing the event in a way that will resonate with the 90%?
If the answer to ALL of these questions
is Yes: Time to implement your counter strategy!
Follow the primer guidelines, and contact your
Hasbara Fellowships professionals for help.
3. Can the Israel movement respond without being sidetracked from
their proactive agenda?
Tips for figuring this out:
- What proactive initiatives are underway, and how much time and manpower do
they require? Will responding to the AIP interfere with successfully
accomplishing these initiatives?
- Is a proactive event happening around the same time? Will responding to the
AIP take attention away?
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4. Does the Israel movement know how to respond properly – i.e.
with a clear and persuasive message, and as a dignified, united
group?
Tips for figuring this out:
- Is the Israel group educated about best messages? If not, is there enough time to
train them?
- Is there unity within the Israel group and its supporters? Can everyone maintain
calm and command sympathy while responding?
If the answer to ANY of these questions
is No: It would likely be counter-productive to
respond. Sit this round out and focus on your
proactive efforts.
Messaging 101
Most AIP will fall into 3 categories: occupation, excessive force, racism. Do not respond
directly to the claim; instead, first identify the claim, then communicate the correlating
core message.
As a response to:
1. Occupation
The 3 core messages:
1. Israelis want peace (and have shown
willingness to compromise/sacrifice)
2. Excessive force
2. Israel needs a partner for peace (facing
lack of willing Palestinian leadership, terrorist
threats, nuclear Iran)
3. Racism/Apartheid
3. Israel is a democracy and model of human
rights (as well as moral and a Western ally)
Use the ABC method to deliver the message
Answer: as quickly as possible, providing a
very brief fact or example only if necessary
Bridge: use a bridging phrase to move to your
message
Communicate: the proactive message and
supporting facts
* Bridging Phrase Examples
That’s not the issue, the issue is…
The fact is….
Let’s look at the facts on the ground...
Let me share a story with you…
The real question is…
There is suffering on both sides….
The key to a successful strategy is
controlling the issues. The goal is not to ‘win’ the debate through facts and figures,
but to refocus the discussion on the right subjects.
Show empathy, but do not apologize for unsubstantiated claims.
Communicate the human face of the Israeli people through stories and examples.
Mention Israel’s vulnerability as a tiny country surrounded by enemies.
Stay positive. Focus on raising the perception of Israel, not putting down the
Palestinians. Use conditionals (ex. “If Hamas would acknowledge Israel and stop
terrorism, we could have peace…”), convey principles (ex. “As a matter of principles,
children should not be taught to kill…”), express hope for a better future.
Do not let Israel’s right to exist be called into question. If someone is denying the
right of Jews to self-determination in their ancestral homeland, that crosses the line
from criticism to de-legitimization. Point out to those listening that denying the
Jewish right to self-determination, among all nations of the world, is anti-Semitism
and is the obstacle to peace.
Don’t Respond Reactively
Curb the instinct to respond directly or use the terminology of the accuser. For
example, do not write an op-ed about how Israel is NOT an apartheid state.
Instead, write about how Israel IS a democracy. Do not articulate the specific
accusation that is being responded to, and do not repeat negative terminology.
Terminology Tips
Instead of “occupied” territories ⇨ disputed
Instead of “settlements” ⇨ neighborhoods
Instead of “wall” ⇨ security fence
Instead of “Israeli-Palestinian conflict” ⇨ Arab-Israeli conflict
Instead of “1967 borders” ⇨ 1949 armistice lines
Instead of “2nd Lebanon War” ⇨ Hezbollah War
Instead of “Hamas,” “Hezbollah” ⇨ “Iranian-backed Hamas,” “Iranian-backed
Hezbollah”
Never use the words “apartheid” or “occupation.” Respond to the accusation without
repeating the term, and then bridge as quickly as possible to your message.
Distinguish between Palestinians (Arab living in autonomous Palestinian governed
territories) and Israeli Arabs (Arab living in Israel with citizenship and equal rights).
Additional Messaging Education and Training
“Step Up For Israel” training film (20 minutes)
http://hasbarafellowships.org/step-up-for-israel-video
Hasbara Fellowships activism training in Israel
http://www.hasbarafellowships.org/israel-program/about-the-fellowship
Hasbara Fellowships campus workshops: Communicating Effectively for Israel,
Answering the Most Difficult Questions About Israel, Intensive Role Playing
http://www.hasbarafellowships.org/resources/activism-training
“Communicating Effectively for Israel” instructional pamphlet (see Appendix)
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Most Likely Scenarios
Below are some tips on how to deal directly with likely scenarios. However, it is advised to
first consider carefully whether an AIP event/initiative merits a direct response, and
whether that response can be executed effectively. Remember that the goal is not to
change the mind of the anti-Israel propagandists, but to engage the 90%.
Any AIP
There are certain strategies which can be applied in any case of AIP:
Determine whether the AIP is in violation of university of student government rules.
Many universities have regulations regarding publicity, number of people allowed,
food, selling items or fundraising. Displays that block walkways, utilize chalking, or
otherwise cause hazards are also often against the rules. Notify administration,
security and student government.
Video or record the AIP in case of hate speech or harassment that may need to be
reported to authorities or watchdog organizations. This footage can also be used to
discourage future student government funding. If an
exchange between members of the pro- and anti-Israel
movements occurs, and the pro-Israel students are trained
and on-message, the footage can also be used for educational
or advocacy purposes.
If media is present, approach them and request the
opportunity to give an opposing viewpoint. Keep your quotes
limited to the core messages.
Turn adversity into opportunity. Anti-Israel propaganda
often galvanizes supporters of Israel who have previously not been involved to take
action. If you see someone standing up for Israel who is not already part of the Israel
group, recruit them. Be sure to give these individuals proper guidance so that the
united and on-message strategy is not jeopardized.
Speaker or Panel Discussion
Focus on attendees who may be in the 90% - hand out countering information,
engage people in 1-on-1 conversation, etc.
Only educated and articulate group members should directly question the speaker.
Do not be drawn into an argument with the speaker about the specific allegations
he/she is making. Instead, ask questions that communicate the core messages and
draw out the radicalness of the speaker (see “Questions for anti-Israel
Propagandists”).
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If the speaker receives significant media attention, write an op-ed with a pro-Israel
message that counters the anti-Israel message, and have coalition partners
denounce the speaker.
Guerilla Theater (ex. ‘Apartheid’ wall, die-in, vigil, etc.)
Focus on passersby who may be in the 90% - hand out countering
information near the display, engage people in 1-on-1
conversation, etc.
Try to make the AIP organizers look forceful and hostile, while the
pro-Israel movement looks sincere, moderate and calm.
Consider a creative visual approach – T-shirts, posters – if you
think it will be effective and not alienating. For example, create
posters that look like they are part of the opposition’s display, but
actually communicate your message. (Ex. If the opposition erects
checkpoints, create a sign that reads “Caused by Hamas terrorism.”)
Create a counter-display. Use Hasbara Fellowships campaign materials, and Israeli and
American flags.
Op-ed or Article
Ask the newspaper for an equal opportunity to respond (i.e. if they
got an op-ed, you deserve op-ed space). However, make sure your
‘response’ gives very little space to their argument, and focuses
instead on the core messages.
Simultaneously ask the Israel group members and campus allies to
write letters or op-eds supporting Israel.
Ask Hasbara Fellowships staff for feedback on your op-ed before it is submitted.
Employ the Hasbara Fellowships “Engaging Campus Media” strategy as a long-term
means of ensuring positive media coverage.
Week-long Series of Events
Hold a week-long series of events in advance, such as Israel Peace Week, in order to
preemptively communicate the core messages.
Conduct a large-scale gathering, such as a rally or Shabbat dinner, for people to
express their solidarity with Israel.
Write an op-ed with a pro-Israel message that counters the anti-Israel message.
Reach out to campus allies and reassure them that their support of Israel is merited.
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Anti-Israel Professors
Determine whether the professor holds a deep-seated bias or is amenable to a
balanced approach. Offer an alternative perspective in class by respectfully asking
challenging questions. (use “Questions for anti-Israel
Propagandists”).
If this method does not work, approach him/her after to
discuss your concerns. If the professor is unwilling to
allow an alternate view, bring your concerns to the
department head or ombudsman. If necessary, enlist the
support of your academic affairs professional at the Israeli
consulate or Scholars for Peace in the Middle East.
If speaking up begins to affect your grade, consult FIRE (thefire.org) or the American
Civil Liberties Union.
Build relationships with your classmates and look for opportunities to educate them
with your core messages and supporting facts.
Boycott/Divestment/Sanctions Campaign
Consult the BDS Cookbook http://www.stopbds.com/ in order to develop a
comprehensive strategy and receive expert support.
Communicate the message that BDS is a divisive campaign
aimed at stifling dialog, that it alienates members of the
student body, and that is it based on false claims about
Israel.
Utilize relationships with student government, coalition
groups, university officials, and media to defeat this
campaign.
Conduct a “Buycott” campaign, encouraging supporters of
Israel to buy Israeli goods.
Highlight technology that was developed in Israel by
labeling it with “Developed in Israel” stickers.
Defamatory or anti-Semitic Events (Harassment, graffiti, etc.)
Immediately report to campus security and file an official
complaint with the university.
Be as cooperative as possible to gain the support of the
university administration.
Use public space (social media, campus news, etc.) to show that
the AIP movement is forceful and hateful, while the pro-Israel
movement is peaceful and moderate.
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Questions for Anti-Israel Propagandists
These questions re-frame the conversation by communicating the core messages about
Israel, and drawing out the radicalness of anti-Israel speakers.
Peace
In 2000 Israel offered 97% of the West Bank and 100% of the Gaza strip to the
Palestinians in exchange for peace, and they didn’t even make a counter offer. How
can Israel make peace if the Palestinian leadership cannot
compromise?
Jews have had a presence in the land of Israel for over 3,000 years,
longer than any other group, but they still recognize the right of
Palestinians to their own self-determination. That is why Israel has
supported the two-state solution since 1947. Why can’t the
Palestinian leadership recognize that both peoples deserve peace
and security?
Do you find it problematic that 34 Muslim countries have not
recognized Israel’s right to exist? Israel wants peace, but how can there be peace
without recognition?
Israel has over a million Muslim citizens, so why can’t there be Jewish citizens of a
future Palestinian state? Why is it a pre-requisite that every single Jew leave the
West Bank for the Palestinians to even being discussing peace with Israel?
No Partner
Every time Israel gives up land, it seems like they receive terror in return. For
instance, Israel withdrew from Gaza, but Hamas has launched thousands of rockets
toward Israeli civilians since then. Israelis want to give land for peace, but how can
they ensure their security?
Israelis want peace, but with whom should Israel negotiate? The PLO charter clearly
states the group’s intention to “drive the Jews to the sea.” The Hamas charter
advocates terrorism against Jews. Israelis want peace, but they are not convinced
they have a responsible partner.
Why does Palestinian TV and textbooks glorify suicide bombers? As a matter of
principle, I don’t believe children should be taught to take their own lives or the
lives of others.
The Israeli army goes out of its way to protect civilians on both sides, sending
warnings directly to Palestinians when they have to enter a space to root out
terrorists. Hamas, on the other hand, directly targets and wants to kill innocent
women and children. How can you equate the Israeli self-defense with Hamas
terror?
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Israel faces threats on its borders – Hamas rocket attacks in the south, Hezbollah in
the north, not to mention Iran’s threats to wipe Israel off the map. Israel’s safest
front is the disputed territories, where it can maintain security. How do you
recommend Israel ensure the safety its citizens without proper defense?
Israel is a tiny country, the size of New Jersey and home to only 7 million people. It
is surrounded by 21 Arab nations with a population 650 times greater – and they
don’t recognize Israel’s rights to exist. Don’t you all of these countries recognizing
tiny Israel would be a good start to making peace?
Democracy/Human Rights
How do explain the numerous polls which show Arabs in Israel would rather live
under Israeli democracy than an eventual Palestinian state?
You seem to have neglected to mention that over a million Arab Muslims live in
Israel and have citizenship, freedom and civil rights. Israeli society is not perfect, but
it is democratic. Do you think it’s fair to only give the audience one side of the story?
Why is there so much terror against Christians and other religious minorities in
other Middle East countries while their brethren are flourishing in Israel?
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Anti-Israel Propaganda vs. Anti-Semitism: Know your Rights
Your university has guidelines that protect you and your beliefs.
Familiarize yourself with rules about public displays, protests, hate
speech, postings, and noise. Does the AIP violate any of these guidelines?
Report violations to administration.
Know the difference between anti-Israel and anti-Semitic activity, and
notify the campus authorities and the anti-Defamation League if AIP
crosses the line. Document AIP with a camera or recording device.
“Anti-Semitism is a certain perception of Jews, which may be expressed as hatred toward Jews.
Rhetorical and physical manifestations of anti-Semitism are directed toward Jewish or nonJewish individuals and/or their property, toward Jewish community institutions and religious
facilities. In addition, such manifestations could also target the state of Israel, conceived as a
Jewish collectivity. Anti-Semitism frequently charges Jews with conspiring to harm humanity.”
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Working definition of anti-Semitism by the European Union
Contemporary examples include, but are not limited to:
Calling for, aiding, or justifying the killing or harming of Jews in the name of a radical
ideology or an extremist view of religion.
Making mendacious, dehumanizing, demonizing, or stereotypical allegations about
Jews as such or the power of Jews as collective - such as, especially but not
exclusively, the myth about a world Jewish conspiracy or of Jews controlling the
media, economy, government or other societal institutions.
Accusing Jews as a people of being responsible for real or imagined wrongdoing
committed by a single Jewish person or group.
Denying the fact, scope, mechanisms (e.g. gas chambers) or intentionality of the
genocide of the Jewish people at the hands of National Socialist Germany and its
supporters and accomplices during World War II (the Holocaust).
Examples of how anti-Semitism manifests itself regarding Israel:
Denying the Jewish people’s right to self-determination, e.g., by claiming that the
State of Israel is a racist endeavor (de-legitimization).
Applying double standards by requiring of it a behavior not expected or
demanded of any other democratic nation.
Using the symbols and images associated with classic anti-Semitism (ex. claims
of Jews killing Jesus or blood libel), to demonize Israel or Israelis.
Drawing comparisons of contemporary Israeli policy to that of the Nazis (ex.
swastika imagery, genocide allegation).
Holding Jews collectively responsible for actions of the state of Israel (ex. Stars of
David not accompanied by a blue line above and below, therefore symbolizing
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Jews rather than Israel).
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