What is Israel's storytelling challenge in public diplomacy? Israel's public diplomacy efforts face criticism for lacking emotional depth and diverse representation. Rachel Lester, a former member of the IDF Spokesperson’s Unit, advocates for a significant restructuring of Israel's communication strategy towards the world. Instead of relying solely on facts and logical arguments, she proposes a narrative that resonates emotionally and incorporates a range of voices, particularly from Arab, Black, and young Israeli communities.
Lester's insights come from her substantial experience in international communications within the IDF, where she worked long hours managing digital content during critical periods. This experience informs her forthcoming book, which explores the complex relationship between social media, conflict, and public perception.
Growing up in Los Angeles and studying cognitive science, Lester moved to Israel with the intention of staying for two years but ultimately found a deeper commitment to the country. She highlights a serious gap in Israel’s messaging strategy when confronted with emotionally charged narratives, especially concerning negative representations from Gaza. Lester argues that the traditional approach of countering negativity with facts is inadequate. Instead, she believes the inclusion of underrepresented communities can provide the authentic and timely responses necessary in today's media landscape. Currently, she practices these principles as a creative strategist at an AI-based platform for influencer marketing, actively working to make the voices of diverse Israeli communities heard.