Israel believes its has won broad international support in the media for its actions in Gaza thanks to its PR strategy, which through a new body has for months been concerned with formulating plans and role-playing to ensure that government officials deliver a clear, unified message to the world's press.
The body, known as the National Information Directorate, was set up eight months ago following recommendations from an Israeli inquiry into the 2006 Lebanon war. Its role is to deal with hasbara - meaning, in Hebrew, "explanation", and referring variously to information, spin, and propaganda.
The directorate's chief, Yarden Vatikai, said: "The hasbara apparatus needed a body that would co-ordinate its agencies, coordinate the messages and become a platform for co-operation between all the agencies that deal with communication relations and public diplomacy."
The directorate acts across ministries and decides key messages on a daily basis. Of its core messages for the media, there has been the advice that Hamas broke the ceasefire agreements with Israel; that Israel's objective is the defence of its population; and that Hamas is a terror organisation targeting Israeli civilians. "In general, we think we are succeeding in getting the message across," said Vatikai.