Articulating the Mission
"How should we, the Israeli people, be showing up online right now?"
By Joanna Landau
Tel Aviv
Every so often, I get a message in my inbox — part of a distribution list that shares official talking points. It’s meant for government ministers, consulates, spokespeople… and also for civic advocates who’ve signed up to stay informed.
Every country does this. It’s about message discipline, making sure the official line is clear and consistent. Which is a good thing and important to share.
But as I read today’s update (four core messages, 29 talking points for interviews), I found myself thinking: If you're not a government spokesperson, you shouldn’t try to sound like one.
Official talking points have their place — for press briefings, interviews, and diplomatic channels. But on our social media feeds, they fall flat. They’re hard to remember, easy to dismiss by savvy debaters, and they strip away the most powerful thing we have: Our real, human voice.
I'm not saying we don't need to know what's going on or be informed, but if I had only one piece of advice to share, I'd say: Speak in your own words. Say what you feel. This isn’t a PR campaign — it’s real life. We're literally living it, so we already have something to say about it.
And if I had to choose just one memorable core message we should be sharing right now, it would be: This is more than just about Israel.
It may read something like this (but it's up to you to make it your own):
The fundamentalist leadership of Iran isn’t vague about its goals, it openly chants: "Death to Israel! Death to America!.” Always in unison, never just "Death to Israel.” So this is about more than protecting borders and Israeli lives— it is about protecting the kind of life we ALL lead in open societies, from Tel Aviv to Toronto, Sydney to Stockholm. The first target may be Israel, but they openly declare America is next. And when they say "America" — they mean the Western way of life. Worth thinking about — I know I am. And I'm also thinking about the 53 hostages still being held captive in Gaza. Hamas may be the captors, but Iran is the mastermind behind it all. We stop them, we change the entire region.
So no, you don’t have to explain complicated issues and bring up talking points you're not sure you know enough about.
But yes — you can stand tall and speak as yourself.
JOANNA LANDAU is a place branding expert and coauthor of the international bestseller ETHICAL TRIBING: Connecting the Next Generation to Israel in the Digital Era.
From unpacking history and politics to navigating the nuances of family and personal relationships to finding the human angle on sports and entertainment — plus our unsparing take on what’s happening in the Jewish world — the canvas at JEWDICIOUS is limitless! JOIN US!!
