The path not yet taken

When the Russian invasion of Ukraine began about a year and a half ago, the world seemed to unite behind the democratic state under attack from a cruel enemy intent on destroying it. This solidarity extended beyond politicians and the mainstream media. One of the most visible arenas of support was sports. Leagues, broadcast channels, and athletes waved Ukrainian flags and called for an end to the war. 

As we recently passed October 7th, it is glaring that Israel, a Western democracy attacked by a murderous enemy, has struggled to communicate similar messages to the world. This represents a significant failure in public relations. Analyzing developments since last October requires a deep examination of Israeli media during times of crisis and the image created in these moments. 

Most often, Israeli media addresses two irrelevant audiences: those already convinced and those who will never be convinced. A large portion of the resources and efforts of governmental and civil bodies are directed towards organizations that primarily communicate with Israel’s supporters, supposedly to equip them with materials and arguments for organic dissemination. More effort is focused on debates and sometimes confrontations with pro-Palestinian organizations, in arenas where persuasion is unachievable, resulting only in louder shouting. 

To the Israeli news consumer, it may seem that the world, especially young Americans, opposes us regardless of our actions. This is a superficial perspective on reality, imbued with defeatism. The more nuanced truth is that the vast majority of the global public does not have a well-formed opinion about Israel and the century-old conflict in the Middle East. To them, we simply aren’t that interesting. They are more concerned with issues like economics, internal politics, and particularly sports. 

Sports, as demonstrated in the recently concluded Olympics, is an international language. It has the power to unite people from different countries towards common goals. From a public relations perspective, sports is a supreme asset that the State of Israel persistently overlooks. One post by an NBA star advocating for kidnapped individuals would benefit Israel far more than the millions of shekels funneled into various advocacy organizations. At the onset of the war, we enlisted leading athletes to call for the release of the kidnapped, a move that resonated globally under the slogan “Sports Speaks Up.” 

Much has been said about the failure of Israeli public relations during the war, despite a strong starting position and the desire for favorable global opinion. Among the many missteps is the neglect of the sports arena as a platform for amplifying Israeli messages. We have connections with Israeli athletes worldwide, along with athletes, team owners, league managers, and senior officials within global broadcasting franchises. We must engage them in a cause that is humanitarian, just, and urgent. 

At Maccabi World Union, we are committed to making a difference in this area out of optimism and a belief in our mission and approach. The tragedies of October 7th are indelible, etched into the eternal memory. However, simply telling the story is not enough. Israel’s global image and standing can certainly improve if state and civil organizations know how to collaborate effectively—in the right arenas and with the right partners.