Rachel Lester advocates for diverse voices in Israel’s PR efforts

Israel’s public diplomacy has a storytelling problem, and Rachel Lester thinks she knows how to fix it. The 31-year-old former member of the IDF Spokesperson’s Unit is pushing for a fundamental shift in how the country communicates with the world: less facts-and-logic, more emotional resonance and diverse representation.

In a recent interview with ynet, Lester laid out her case plainly. Israel’s official channels aren’t cutting it. The country needs voices from Arab, Black, and young Israeli communities to authentically connect with global audiences who are increasingly shaped by social media narratives rather than press conferences.

From 12-hour shifts to a book deal

She served four years in the IDF’s international communications division, then returned for six months of reserve duty after the October 7, 2023 attacks. During peak conflict periods, she worked 12-hour shifts with no weekends, managing real-time digital content that can shape international opinion faster than any diplomatic cable.

That experience forms the backbone of her forthcoming book, Digital Warrior, which has already been approved by the military censor. The book draws directly from her wartime experiences navigating the chaotic intersection of social media, conflict, and public perception.

She grew up in a Zionist household in Los Angeles, studied cognitive science with a video editing minor at USC, and relocated to Israel in 2017. She initially planned to stay for just two years.

The emotional gap in Israel’s messaging

Lester’s central argument is deceptively simple. When Israel faces emotionally charged narratives, particularly negative imagery from Gaza, the default response is to counter with facts and logic.

Lester pointed to specific failures, including the lack of official condemnation when a soldier was filmed smashing a statue in Lebanon. Independent creators, she argued, are better positioned to respond to these situations with the speed and authenticity that platforms demand.

Lester is advocating for a proactive strategy that puts underrepresented Israeli voices front and center, including young Israelis, Arab Israelis, and other communities whose stories rarely make it into the international conversation.

In her current role as a creative strategist at Humanz, an AI-powered influencer marketing platform, Lester is putting these ideas into practice.

Disclosure: This article was edited by Editorial Team. For more information on how we create and review content, see our Editorial Policy.