This is the second article in a two-part series. You can find the first part, explaining how public relations firms have been aiding Israel, here. The filings of the freshly minted Christian marketing agency Faith Through Works speak to Israel’s new public relations focus.Recommended Stories list of 4 itemsend of listRegistering as a foreign agent of Israel with the US Department of Justice, Faith Through Works – one of at least three PR agencies contracted by Israel to improve its image in the United States – says (PDF) it has been hired to “Combat low American Evangelical Christian approval of the Nation of Israel”.It’s not only within the US’s evangelical base that polls show Israel to be losing ground. Widespread protests across US cities and college campuses, allied to surveys from the University of Maryland and others, indicate that Israel is also losing US support across Gen Z, the left and within its traditional allies in mainstream US politics and the evangelical right.And, for Israel, that’s a real problem, analysts said.As well as hiring Faith Through Works to target US Christians, Israel has enlisted the support of Bridges Partners to pay an undisclosed group of online influencers to improve perceptions of Israel in the US. It has also contracted another newly formed US company, Clock Tower, to try to improve its online reputation, not least by trying to reshape how artificial intelligence (AI) discussions on Israel’s war on Gaza are framed.“For Israel, the war for American public opinion is existential,” Shibley Telhami of the University of Maryland said. “This is a serious game for them and one in which the gloves are off.” Pro-Palestinian protesters demonstrate outside the main campus of Columbia University during the commencement ceremony in Manhattan in New York City, US, May 21, 2025 [Jeenah Moon/Reuters]“The last two years have shown …
