Thoughts for Israel's PR:
1. Framing: The "golden rule" states that framing which harms you can be handled effectively only with counter-framing, and not by debating the negative frame or trying to justify it. If Israel constantly deals with the framing of the occupier, it need not explain the process historically, but rather make use of counter-framing and hit the media with multiple stories discussing its innovations in technology.
2. United PR: There is nothing more counter-productive and irritating to a professional PR spokesperson than having to compete with a colleague's role. You will never find the media having to compare two or three different sources within a company to discover the firm's stance on an issue. So, why does Israel have multiple "voices" all stating different approaches, but all claiming the role of officially representing the country? It's simply unprofessional.
3. The Message: I'm well aware of how tactical and dynamic Israel is. If we imagine the U.S. as boat the size of the titanic, which takes a while to shift and redirect itself, then, in comparison, we can imagine Israel as a small lifeboat that can maneuver quickly and easily within world affairs. In PR terms, Israel can change key messages, and quickly. Still, it is vital to have a strategy.
4. Frequency: Social media is important. It should not be used only as an emergency channel, like the ones Israel uses on TV and radio during war times. Social media should be used on a daily basis, and in a positive way. In the long run, it is the daily actions of a brand that determine its overall image. A daily blog post helps build a reputation for a writer and their topic.