Students are the key tools in a new public diplomacy initiative backed by the Israeli government. While student exchange and outreach programs are nothing new in the realm of public diplomacy, Israel is now putting a new twist on how students contribute to their nation’s image. Under Israel’s new program students can now tweet or post pro-Israeli material to Facebook and other social media websites in exchange for scholarships to one of Israel’s seven domestic universities.
While this program was confirmed to exist by the Israeli government it was also stated that the government’s hand in crafting its public image was to remain invisible. Further adding to complications in keeping the Israeli government’s involvement with this program out of the public eye is the highly organized structure of the program which will organize students into units in order to more efficiently coordinate the publishing of pro-Israel material across various forms of media.