Israel must stop fighting itself and start winning the information war - opinion

Israel confronts a multifaceted conflict, with battles raging across the battlefield and beyond. Adversaries understand that the campaign to shape international perception is no mere side show; it directly impacts diplomatic leeway, the legitimacy of military actions, and the willingness of allies to stand by Israel. While foes invest in coordinated propaganda, digital networks, and global mobilization, Israel's response remains disjointed.

Talented individuals work in isolation, initiatives compete rather than collaborate, resources are scattered, and responsibility is unclear, often only stepping in after damage has been done. This is more than an organizational shortcoming; it is a failure to marshal the nation's creativity, expertise, and influence towards a unified national strategy for the information battlefield.

Why are so many talents and technologies being squandered on internal political skirmishes when Israel desperately needs a comprehensive approach to win the narrative war? Why hasn't Israel's ingenuity, technological prowess, and human capital been harnessed with the same urgency for information warfare? Instead of embracing diverse voices capable of fortifying Israel's international standing, the political establishment seems intent on monopolizing who represents Israel, viewing initiatives outside its purview as rivals rather than collaborators.

The treatment of the People of Israel party exemplifies this concern. In a moment where Israel should be rallying every serious initiative to bolster its global image, the party risks prioritizing political turf battles over national security. Despite possessing world-class capabilities in intelligence, cybersecurity, technology, and crisis response, Israel struggles to apply these skills to the information battlefield.

The challenge lies in channeling this expertise effectively – recognizing that no single political office can monopolize all the talent needed to succeed. One of the primary reasons the writer joined the People of Israel party is Winter's understanding that the information battlefield coexists with the kinetic battlefield, both crucial to national security.

The solution is not merely to allocate more funds; rather, Israel requires a cohesive national framework that transforms existing capabilities into a coordinated strategic force. The People of Israel party advocates for the creation of a National Command for Strategic Narrative and Public Diplomacy, overseen by Yoseph Haddad. This entity would unify government bodies, communications professionals, technology experts, independent organizations, and international partners while respecting institutional responsibilities and operational security.

Its mission would extend beyond crisis response, encompassing the monitoring of emerging narratives, anticipating information crises, developing proactive campaigns, mobilizing credible international voices, and evaluating the impact of communications on understanding and behavior. While the Foreign Ministry, Government Press Office, and IDF Spokesperson's Unit would remain pivotal, they should be integral parts of a broader national capability, rather than bearing the entire burden.

The command should be led by seasoned professionals selected for their expertise, discernment, and results-oriented approach, not political allegiance. Public diplomacy demands its own leaders: individuals well-versed in international media, audience psychology, digital platforms, and narrative warfare. Hostile narratives can propagate faster than official rebuttals, leaving Jewish communities and Israel's supporters scrambling to address allegations without timely information or coordinated support.

Internal disputes consume resources that should be directed toward those threatening Israel abroad. Ironically, Israel boasts leading expertise in intelligence, cybersecurity, technology, and crisis response, yet it grapples to extend these strengths to the information battlefield. The challenge is to employ this seriousness there and acknowledge that no political sphere can control all the talent required for triumph.

The government must prioritize: safeguarding its monopoly over the national message or ensuring Israel's ability to defend itself internationally. Israel cannot afford to transform the defense of its international standing into another platform for domestic political competition. The nation's resources and ingenuity should be directed outward, countering hostile propaganda, bolstering alliances, and articulating Israel's case to the world.

The government's duty is not to monopolize Israel's voice but to ensure it possesses the strongest possible voice. Until this distinction is grasped, we will continue battling over who controls the effort while adversaries exploit the void. The information war will not wait for our politics to catch up.