Israel’s public diplomacy cannot continue operating as an emergency response that begins only after an attack, controversial military operation or civilian casualty.

According to Dr. Martin Sherman, Israel must replace its reactive approach with a permanent, well-funded international campaign capable of shaping the context in which events involving Israel are understood.

When Israel waits for an incident and then attempts to explain it, its enemies have often already defined the story. The same military event will be interpreted very differently depending on whether Israel is viewed as an aggressive colonial power or as a democratic country defending itself against surrounding dictatorships and terrorist organizations.