This Op-ed was written by LIBRAEL's founder and director Rotem Oreg, and originally published on Ma'ariv.
Even Ukraine’s staunchest supporters, including ourselves - those who believe there is no cause more just than its war against Russia’s invasion and Putin’s war crimes - could agree: Ukrainian President Volodymyr Zelensky emerged from his White House meeting with President Trump as morally right but not politically wise.
Many Israelis overlook the most basic rule of diplomacy: it’s not what you say that matters most, but how you say it.
Zelensky misread the room. He did not understand that even though he’s right, he is no longer the U.S.’s favorite son. Instead, the White House sees him as someone receiving military aid for an endless war - someone who now has to justify himself.
Zelensky’s mistake is not unique to him. In fact, it characterizes another country - one that is also a pro-Western democracy fighting for its survival against an enemy determined to destroy it: Israel. Like Zelensky, we Israelis assume that because we are mostly right, and because the truth is usually on our side, we can convince the world of our righteousness if we insist on it enough in the international arena. Many Israelis overlook the most basic rule of diplomacy: it’s not what you say that matters most, but how you say it.
This mistake runs through every layer of Israel’s diplomatic efforts - from diplomats and politicians meeting their Western counterparts to secure more credit for resuming military operations, to social media activists and campus advocates determined to “fight for the truth.”
In a post-truth world dominated by social media, facts - such as the fact that Ukraine was invaded without provocation or justification, or that Israel is fighting a murderous, war-crimes-committing organization seeking to wipe it off the map - matter less. Thoughts, beliefs, opinions, emotions, and worldviews - however subjective - carry far more weight. Anyone seeking to persuade must take these into account and tailor their message accordingly.
If we want to convince progressives of our cause, we need to start speaking their language.
Some supporters of Israel may take comfort in the Trump administration, which gives Israel almost total freedom of action in Gaza. But we must not lose sight of the bigger picture: in the media, academia, civil society, and growing segments of the Democratic Party, the attitude toward Israel increasingly mirrors how the Republican Party views Ukraine:
The war’s circumstances? “We don’t support invasion or mass murder, but let’s not forget that ‘there’s context.’”
Its duration? “Ukraine/Israel can’t fight forever - they need to ‘end the war.’”
Military aid? “Ukraine/Israel receives billions in military assistance from us, and we demand accountability for how our money is spent.”
Add to this the domestic political context. According to a Gallup poll, the gap between Republican support for Israel (83%) and Democratic support for Israel (33%) has never been wider - it is the largest partisan gap in support for any country. Ukraine faces a similar but opposite trend: 84% of Democrats support Ukraine, compared to just 54% of Republicans. Support for Israel (or Ukraine) has become a partisan issue, associated with Republicans (or Democrats). President Trump is in no rush to help Ukraine after seeing how President Biden and the Democrats rallied behind it; a future Democratic president may well do the same to Israel for a similar reason.
American politics is cyclical, and control of the White House and Congress tends to shift every few years. Even though Republican support for Israel may seem rock solid right now, it would be a strategic mistake to ignore the looming political turnover. It is likely that a future Democratic president will be less patient and less committed to Israel than Joe Biden.
The diplomatic approach of “fighting for the truth” and “letting the facts speak for themselves” may earn applause in pro-Israel circles. But unfortunately, the truth or the facts don’t really matter - insisting on them may energize the base, but it alienates the undecideds, not to mention pushes away the skeptics.
And let’s not lie to ourselves: not everyone who challenges Israel hates it or “loves Hamas.” Most simply question the importance of supporting Israel or the justice of its cause - and they aren’t going anywhere.
So what’s the solution? If we want to convince progressives of our cause, we need to start speaking their language. We must use their concepts, their moral rhetoric, to make a pro-Israel case in a way that won’t shut them down completely - just as President Trump and Vice President Vance shut down when confronted with Zelensky’s arguments.
This means, for example, not denying the tragedy unfolding in Gaza - we don’t want to be perceived as heartless monsters. Not justifying every decision Israel makes - so that we don’t sound like North Korean propagandists. Not rushing to cold, hard facts -such as the statistic that the combatant-to-civilian kill ratio in Gaza is the “best” in the history of wars against terrorist organizations.
Diplomacy is not a debate - it is the art of winning hearts and minds. And I emphasized: hearts and minds, in that order.
Last month, I returned from a speaking tour across the U.S. with LIBRAEL. During this tour, I led “How to Speak Progressive” workshops for hundreds of students, high schoolers, community leaders, and pro-Israel activists nationwide.
At every workshop, someone would ask how we can win a debate without relying on facts. And in every workshop, I answered: Diplomacy is not a debate - it is the art of winning hearts and minds. And I emphasized: hearts and minds, in that order.
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