Tel Aviv - Israel has hired a British public relations firm to re-market it to the world, and the company is in the final stages of preparing to launch the new image, the Israeli Ha'aretz daily reported Monday.
"Our research shows that Israel's brand is essentially the conflict," Ido Aharoni, the foreign ministry official in charge of the program, said.
"Even those who recognize that Israel is in the right are not attracted to it, because they see it as a supplier of bad news. The conclusion is that it is more important for Israel to be attractive than to be right," he said.