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1

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New Envoy

Continued from preceding page

the Israeli term for public in-
formation, he has strong
views and considerable ex-
perience in political public
relations.
During the 1982 War in
Lebanon, Shoval was a
prominent critic of the
government's "hasbara
effort." In an interview with
the Israeli daily Yediot
Aharonot, he called for the
creation of a special au-
thority to deal with the sub-
ject, presumably under his
direction.
"Just as we wouldn't allow
amateurs to command the
air force, we cannot afford to
place our hasbara effort in
the hands of those who
aren't experts," he said.
In that same interview,
Shoval offered his perscrip-
tion for an effective strategy:
"Hasbara doesn't have any
ironclad rules, and there is
no essential difference bet-
ween hasbara, propaganda
and even psychological war-
far e , although it's
desireable, of course, that all
of our efforts appear to be
hasbara," he said.
"Sometimes Israel should be
presented to the world as a
`crazy state' which must be
feared, and on other occa-
sions, it should be presented
in just the opposite way."
Given Israel's current
public relations difficulties
in America, the new ambas-
sador to Washington can be
expected to focus his efforts
on presenting Jerusalem's
case to the media.
To do so, he will first have
to take effective control of an
embassy that has recently
been torn by dissention.
Outgoing ambassador
Moshe Arad is barely on
speaking terms with his
deputy, Oded Aran, and
other senior members of the
staff are suspected of repor-
ting directly, and secretly, to
senior political figures in
Jerusalem.
To be an effective spokes-
man and influential diplo-
mat, Shoval will also need to
re-establish the Israeli em-
bassy as a focal point for bi-
lateral relations. Prime Min-
ister Shamir has become ac-
customed to dealing directly
with his American counter-
parts, or using key advisers,
such as Yossi Ben Aharon
and Elyakim Rubenstein, as
go-betweens.
Zalman Shoval may be go-
ing to Washington to fight
Israel's hasbara war in Eng-
lish, but his first battles are
most likely to be waged in
Hebrew, against diplomats
and political figures from his
own party, and his own
staff. ❑