Can Israel Buy Back Its Image?

Israel is dramatically expanding spending on hasbara—its international public-diplomacy and communications effort. The 2026 budget allocates roughly $730 million to public diplomacy, more than four times the approximately $150 million allocated the year before. The increase comes as Israel faces intense international criticism over the Gaza war and declining support in parts of the global public. Supporters say Israel needs a much stronger communications operation to counter what they describe as hostile or misleading narratives. Critics argue that public relations can’t overcome the political and humanitarian consequences of government policy—and that hundreds of millions spent on messaging may have limited impact if those policies remain unchanged. The question is whether Israel can change the narrative without changing the realities driving it.