Winning the Narrative: Hasbara and Israel’s Global Image

Why communication matters in times of crisis
How Israel is seen, understood, and represented around the world has become one of the most urgent questions of our time. In moments of conflict and crisis, the battle for public opinion can shape international support, media coverage, and the way Israel’s story is heard.
Join ESRA Gold Haifa for an authors’ talk with Professor Eli Avraham, a leading Israeli academic specializing in communication, media coverage of Israel, nation-branding, and crisis communication. As Head of the Department of Communication at the University of Haifa, Professor Avraham has researched how global media portrays Israel and explores these themes in his book Measuring Goliath.
He will discuss why Hasbara is not only about public relations, but also about national resilience, coordination, and security. He will examine the challenges Israel faces in presenting its message clearly and effectively during ongoing crises.
The talk will be followed by a Q&A session.
Location: Mercaz Hadarim, Kiryat Sefer 25, Haifa
Doors open at 19.00 for socializing and refreshments. The lecture starts at 19.30.
Limited number of disabled parking spaces available for advance reservation – contact [email protected]