The controversy surrounding the film “Naza” has exposed further weaknesses in Israel’s public relations efforts during the war in Gaza. Nina Fox, a propaganda affairs expert, stated in an article published by Yedioth Ahronot that Israel’s global image has become a battlefield where its messaging campaigns have largely failed. The lack of a unified voice and delayed reactions to international crises have allowed Palestinian narratives to gain prominence.
Fragmented Leadership and Structural Chaos
Fox noted that since the start of the Iron Swords War, Israel lacked a single entity leading its propaganda efforts. The position of head of the National Propaganda Organization remained vacant for approximately two years. Tzipi Hotovely, Israel’s former ambassador to Britain, was only appointed as the new envoy in April. Prior to this, the Ministry of Propaganda, established in early 2023 alongside the Prime Minister’s office, operated without clear direction. The Ministry of Communications, led by Disti Etbarian, collapsed due to a lack of authority, budget, and even basic resources like printers.
Conflicting Authorities and Staff Turnover
On October 13, 2023, Etbarian resigned after responsibilities for international public relations were transferred to the Diaspora Affairs Ministry, creating overlapping jurisdictions. Ten days later, Prime Minister Benjamin Netanyahu appointed three foreign spokespersons: Mark Regev, Tal Heinrich, and Elon Levy. However, internal conflicts persisted. In March 2024, Levy resigned after a tweet criticizing UK Foreign Secretary David Cameron sparked diplomatic protests. Two months later, Moshe “Moshek” Aviv also stepped down as head of the national information system.
Military Silence and Missed Narratives
The IDF spokesperson, Daniel Hagari, initially gained visibility through continuous briefings, but overall military leadership remained absent from public discourse. Chief of Staff Eyal Zamir rarely appeared in media, and spokesperson Avi Drawner was infrequent. This silence coincided with high-profile incidents where Israel failed to provide timely counter-narratives, including the killing of Hind Rajah, Global Kitchen workers, aid distribution center casualties in Rafah, and the death of nine children from the Al-Najjar family in Khan Younis. These images dominated international coverage by outlets such as BBC, The New York Times, and The Guardian.
Political Fallout and Late Responses
Former Prime Minister Naftali Bennett criticized the government’s inability to manage information, contributing to political instability. The “Naza” incident exemplified this failure: despite warnings from Italy, the Israeli embassy could not prevent the film’s screening in Venice or obtain a copy beforehand. Only after its release did widespread criticism emerge, underscoring the devastating impact of Israel’s disorganized and reactive approach to global opinion.
