Public diplomacy of Israel is the use of public diplomacy in favor of the State of Israel, i.e. efforts aimed at communicating directly with citizens of other countries to inform and influence them so that they support or tolerate the Israeli government's strategic objectives. Terms and types Different terms have been used to describe Israel's and other actors' efforts to reach audiences abroad. Among early Zionists it was common to label communicative efforts propaganda. Theodor Herzl used the term at the 3rd Zionist Congress in 1899, where he asked fellow Zionists in the audience "to engage in propaganda". At the time the term "propaganda" was considered neutral. The term is now pejorative. Propaganda is now typically used for official government statements or by critics of pro-Israeli advocacy groups to portray the communication as misleading and manipulative. Hasbara was formally introduced to the Zionist vocabulary by Nahum Sokolow. Hasbara () has no direct English translation, but roughly means "explaining". It is a communicative strategy that "seeks to explain actions, whether or not they are justified". As it focuses on providing explanations about one's actions, hasbara has been called a "reactive and event-driven approach". Today, Israeli practitioners tend to label their communicative efforts "public diplomacy", not hasbara, indicating a shift in strategy. They consider a focus on "explaining" too defensive and prefer to actively determine the agenda by being less reactive and more proactive, moving to a more comprehensive, long-term strategic approach. Israeli public diplomacy encompasses different forms of communication and other forms of interaction with the public abroad. For instance, Israel engages in open and fully attributable, unidirectional mass communication that targets so far unaffiliated civil populations in other countries (a form of communication Hirschberger defines as "external communication"), both via social media and traditional mass media. The Israeli government uses this type of communication especially to depict Israel positively (a communication strategy Hirschberger calls "branding"). The Israeli government and pro-Israeli groups also use interventive communication to counter what they see as attempts at delegitimisation of Israel, e.g., in the context of BDS. The Israeli government also engages in activities beyond communicative efforts in social media and the traditional mass media, e.g., in the form of cultural diplomacy. The communicative efforts of pro-Israeli civil society groups are partially also called "advocacy". Actors Various branches of the Israeli government as well as pro-Israeli civil society organizations engage in public diplomacy efforts: Spokesperson's