One of Nachman Shai‘s three wishes is to ditch the word hasbara for “public diplomacy.” His reasoning is both counter-intuitive and compelling:
The very nature of the word implies the need to explain – lehasbir – to justify, perhaps even apologize.
Sorry, but I’m tired of apologizing. We do not owe explanations to anyone. We waited patiently before deciding to act, maybe even too long, and perhaps when we did act, we did not go far enough. It is unacceptable that 250,000 people should live under the constant threat of rocket fire. No country in the world would tolerate that, and neither will Israel.
The fact that not every language has an equivalent translation of the word hasbara also tells us something. Every country takes steps to protect its interests and, of course, to protect its civilian population. For some reason Israel, which was established with the support of a guilt-ridden world, feels obliged to apologize to that world for its actions and, sometimes, even for its existence.
We are the ones feeling guilty – and for absolutely no reason.
FACT: “public diplomacy” is not just a change in terminology. It is a world unto itself, built upon a well-prepared, proactive, ongoing strategic plan to make Israel’s voice heard and present its position to the outside. It is founded upon modern information technologies, it operates in the era of YouTube, Facebook and DIG (Decentralized Information Group). It is based on lateral, rather than linear thinking in which an infrastructure of individuals and organizations operate in an open world, without borders.
Our effort to convince the world of the justice of our cause requires a paradigm change in the way Israeli public diplomacy operates. Official communiques out of Jerusalem no longer suffice; we need to be able to spread the message far and wide.
Shai’s other two wishes are also worth reading.
