Prime Minister's Office Recruiting Students to Wage Online Hasbara Battles / Barak Ravid, 13.8.13

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13/08/2013 Prime Minister's Office recruiting students to wage online hasbara battles - National - Israel News | Haaretz

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Prime Minister's Office recruiting students to wageonline hasbara battlesPMO and national student union to create covert units at universitie s to engage in diplomacyvia social media; unit heads to receive full scholarships.

By Barak Ravid | Aug. 13, 2013 | 5:50 AM | 4

0 TweetTweet 41

Ben-Gurion University students. They, too, ma y be social m edia diplomats. Photo by Eliyahu Hershkovitz

The Prime Minister's Office is planning to form, in collaboration with the

National Union of Israeli Students, "covert units" within Israel's seven

universities that will engage in online public diplomacy (hasbara).

The students participating in the project, who would post on social media

networks such as Facebook and Twitter on Israels behalf, will be part of

the public diplomacy arm of the PMO, but would not identify themselves

as official government representatives.

About a week ago, the outgoing deputy-director general of the Public

Diplomacy and Diaspora Affairs Ministry, Daniel Seaman, sent a

document to the government tender committee seeking to exempt the

national student union from being chosen as the partner in the project

through a public bidding process.

The PMO is looking to invest close to NIS 3 million to recruit, organize

and fund the activities of hundreds of university students, as part of the

countrys public diplomacy effort.

The Public Diplomacy Ministry is being closed and itsstaff are being integrated into the national public diplomacy unit in the

Prime Ministers Office. Seaman, who previously served as head of the

Government Press Offic e and also ran as a candidate in the Likud party

primaries, is expected to assume a new position shortly - that of head of an

office with the very official sounding name of the interactive media unit.

In practice, this is the entity that is expected to coordinate the public

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diplomacy efforts of the Prime Ministers Office on the Internet and social

networks.

Seaman informed the public tender committee that the Prime Ministers

Office was interested in having the student union recruit up to 550

students with knowledge of foreign languages from Israels seven

universities. T he student union is to publicize the project among tens of

thousands of students and be responsible for the screening process, which

will include submission of resumes, submitting answers to questionnaires,

providing translation samples and participating in individual interviews. I t

is also the student union that is to provide computers and work space for a

project headquarters on each campus.

Seaman informed the committee that the diplomacy units at each

university would take direction from staff at the Prime Ministers Office,

but its public face would be one of an independent student entity. The

entire idea of the setup is based on activity of students and by students,

Seaman wrote to the committee. The idea requires that the states role

not be highlighted and therefore it is necessary to insist on major

involvement by the students themselves without any political link [or]

affiliation.

It is apparent from Seamans document that a diplomacy group will be set

up at each university and structured in a semi-military fashion. T he head

of the unit will be a student senior coordinator, who will receive a fullscholarship from the Prime Ministers Office. Working under the senior

coordinator will be three other student coordinators, each of whom will

head one of three desks, responsible for languages, graphics and research.

These coordinators will get smaller scholarships. A group of student

activists, who will receive nominal student stipends, will work under each

coordinator. The Prime Ministers Office will fund a total of NIS 2.78

million in scholarships for the program in the upcoming academic year.

In light of the success in the battle for awareness during the Pillar of

Defense Operation [the Israeli military operation against the Gaza Strip in

November of last year] and the experience gained in activating a large

number of situation rooms on university campuses and work with

students in general, it was decided to establish a permanent structure of

activity on the Internet through the students at academic institutions inthe country , Seaman wrote. The students are an organized population

that is familiar with, and active on, the Internet on an ongoing basis,

trained in use of the field, [who] live and speak the language of the

[medium].

The Prime Ministers Office said in response that the project is designed to

strengthen Israels public diplomacy and adapt it to changes in how

information is being consumed. The national public diplomacy unit in the

Prime Ministers Office places an emphasis on social network activity , the

office stated. As part of this, a new pro-Israel public diplomacy

infrastructure of students on Israeli campuses is being established that will

assist in advancing and disseminating content on the social networks,

particularly to international audiences.

Sources in the Prime Ministers Office said the main subjects that the

campus-based units will deal with are diplomatic- and security-related

issues, efforts to combat the boy cott of Israel and anti-Semitism and the

delegitimization of Israel. The students will emphasize Israels democratic

values, freedom of religion, pluralism and other subjects that give

expression to the Israeli governments public diplomacy policy. The

Prime Ministers Office added that similar efforts with students were

successful in recent years. This model significantly advances Israels

public diplomacy capabilities so that concurrent with messages conveyed

by the country s official spokespeople, content will also be convey ed that

has been developed and disseminated by the students that is adapted to

social media.

We believe that this involves an essential tool to strengthen Israeli public

diplomacy and addresses the major importance that we attach to

advancing public diplomacy of the State of Israel on the social networks.

Hagar Y israeli, a spokeswoman for the Union of Israeli Students, added:

Israel is dealing with an extreme, ongoing delegitimization campaign that

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Prime Minister's Office

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is being conducted against it on the social networks. T he student

population is a talented, educated group of people with independent and

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in dealing with such an [anti-Israel] campaign The students are an

integral part of the Israeli reality and it is therefore appropriate, in our

view, that they take an active part in dealing with the delegitimization. It is

accepted in the world that students are integrated and take part in various

diplomatic activities. T he student union is not a political organization and

is not identified politically [with one school of thought]. The members of

the union hold a range of views from across the Israeli political spectrum,

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Prime Minister's Office Recruiting Students to Wage Online Hasbara Battles / Barak Ravid, 13.8.13

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