Israel’s PR war: Why Netanyahu is trying to reframe Gaza offensive amid crumbling US support

Washingon: As global outrage over Gaza intensifies, Israel is launching a strategic media offensive in the United States to counter eroding public support, particularly among young Americans, evangelicals, and right-wing conservatives.

According to a detailed investigation by Al Jazeera (published on 31 October 2025), Israel has intensified efforts to reshape its global image by enlisting US-based public relations and marketing agencies. The campaign, analysts say, aims to rebuild American sympathy for Israel amid growing criticism of its military actions in Gaza, which rights groups have described as genocidal.

What did the investigation uncover?

The report highlights the involvement of at least three PR firms — Faith Through Works, Bridges Partners, and Clock Tower — all registered as foreign agents of Israel under the US Department of Justice.

According to filings reviewed by Al Jazeera, Faith Through Works was hired to “combat low American Evangelical Christian approval of the Nation of Israel.” The initiative reportedly targets a key base that once formed the backbone of Israel’s support in US politics and society.

Meanwhile, Bridges Partners has been paying online influencers to promote positive narratives about Israel, while Clock Tower has been tasked with improving Israel’s digital reputation and influencing AI-driven discussions on Gaza.

Why is Israel losing ground in the US?

Polls from the University of Maryland and other research institutions suggest Israel is losing support across Generation Z, liberal voters, and even segments of the evangelical right.

Experts attribute this to the widespread dissemination of images and videos from Gaza showing civilian suffering, which have eroded the moral legitimacy of Israel’s actions in the eyes of many Americans.

Professor Shibley Telhami of the University of Maryland told Al Jazeera that Israel views this battle for American public opinion as “existential.” He explained that Israel’s increasing military dependence on the US, coupled with diplomatic isolation, has made sustaining domestic US support critical to its geopolitical strategy.

What role does Netanyahu play in the narrative shift?

Israeli Prime Minister Benjamin Netanyahu has taken a direct role in the PR effort. In September 2025, he met with pro-Israel social media influencers in New York, calling social media “the weapon of the modern age.”

Netanyahu emphasised that platforms such as TikTok and X (formerly Twitter) are central to influencing young audiences and preserving US sympathy.

A shift among evangelicals and the MAGA movement

Polling data cited by Al Jazeera shows a growing rift even within conservative circles. Younger evangelical Christians, once a core pro-Israel demographic, increasingly oppose Israel’s war on Gaza. The same trend is emerging within the Make America Great Again (MAGA) movement.

Prominent figures such as Marjorie Taylor Greene and Tucker Carlson have publicly criticised US aid to Israel. Greene called the aid package “unnecessary,” while Carlson argued that Israel’s geopolitical importance was “objectively insignificant.”

Analysts like HA Hellyer of the Royal United Services Institute noted that while US Republican leadership remains firmly pro-Israel, a “profound generational shift” is under way that could reshape future US-Israel relations.

What does this mean for Israel’s long-term image?

Experts quoted in the report warn that Israel’s attempts to “spin genocide” through PR campaigns may have limited effect. The so-called “Gaza generation,” shaped by real-time exposure to the conflict online, increasingly views Israel as an aggressor rather than a victim.

As Telhami put it, “Israelis probably feel that this is just a media problem — that if they can counter the narrative, people will come back to them. They won’t. This is a profound change that will define US public perceptions for years.”