Founder's Perspective

What the last year taught us and where we go from here As the war slowly moves toward a close, something interesting is happening. The Hasbara world is starting to split into two realities. On one side you have the familiar playbook we’ve relied on for years. On the other side you have a new ecosystem that’s quietly reshaping what influence really looks like. And honestly, this shift has been a long time coming. When misinformation starts inside our own walls The whole “Israe

The real issue isn’t how we communicate — it’s the environment we’re communicating in. Every few months, someone says the same thing: “If only Israel had a better PR strategy.” If only we coordinated better. If only we got the facts right faster. If only we hired the right people. But none of that would fundamentally change anything. Because the problem isn’t Israel’s PR team. It’s the system they’re operating in. The System Is Rigged No matter what Israel does, the deck is s