For decades, public diplomacy was largely considered the responsibility of governments. Diplomats represented nations. Ambassadors explained policy. Official spokespersons responded to crises.
That world no longer exists.
Today, public opinion is shaped less by ministries than by millions of individuals connected through digital platforms. A university student with a smartphone, a business leader on LinkedIn, a physician writing on X, or a lawyer participating in an international conference can influence perceptions far beyond the reach of traditional diplomacy.
The conversation about Israel has become decentralised.
So too must the response.
Recent initiatives encouraging members of the Jewish community to become advocates for Israel reflect an important shift in thinking. They recognise that defending democratic values, confronting antisemitism and challenging misinformation can no longer be delegated exclusively to governments or Jewish organisations.
Civil society has become an essential actor.
Yet advocacy alone is not enough.
The real objective should not be to create thousands of people repeating identical messages.
The objective should be to cultivate credible voices capable of engaging honestly, confidently and responsibly within their own professional communities.
People rarely change their minds because they hear another slogan.
They change when someone they trust explains a complex reality with integrity.
A scientist speaking to fellow scientists.
A physician addressing medical colleagues.
A lawyer discussing international law.
An entrepreneur engaging business leaders.
Authenticity is now more influential than authority.
That is why the future of public diplomacy lies not in centralised messaging but in empowering independent voices.
This approach also reflects one of the greatest strengths of democratic societies.
Unlike authoritarian regimes that rely on state-controlled narratives, democracies derive legitimacy from citizens willing to participate freely in public debate.
Every individual who chooses facts over misinformation, dialogue over hatred and responsibility over silence strengthens that democratic foundation.
This responsibility extends beyond moments of crisis.
Supporting Israel should not become a reactive exercise undertaken only during conflict.
It requires sustained investment in education, leadership development and international networks capable of building relationships long before difficult headlines emerge.
The Jewish people have always demonstrated remarkable resilience by investing in knowledge, institutions and community.
The digital age demands a similar investment in civic leadership.
Not everyone needs to become a public speaker.
Not everyone needs to appear on television.
But everyone possesses professional credibility, personal experience and trusted relationships that can contribute to a more informed public conversation.
The question is therefore no longer whether Israel needs ambassadors.
It does.
The real question is who those ambassadors will be.
Perhaps the answer is far broader than we once imagined.
Perhaps they are already among us—teachers, students, entrepreneurs, academics, artists, doctors and community leaders—waiting not for official appointments, but for the confidence to use their own authentic voices.
Because in today’s interconnected world, credibility is the most powerful form of diplomacy.
And every credible voice has the potential to make a difference.