On December 1, 1966, the Military Rule imposed by Israel on its Palestinian citizens for nearly 20 years was officially abolished. In preparation for the official announcement in the Knesset, the Ministry of Foreign Affairs sent a communique to diplomatic missions abroad with instructions on the PR strategy around this development.
PR strategy ahead of the abolition of the Military Rule
In October 1966, Ministry of Foreign Affairs staff met with Prime Minister Eshkol’s Arab Affairs Advisor, Shmuel Toledano, to discuss Eshkol’s coming announcement of the abolition of the Military Rule. Toledano explained that the change was mostly psychological, and that the travel restrictions imposed on Palestinian citizens would remain in effect. Given this, it was agreed to keep a relatively low publicity profile regarding the move inside Israel, while Israeli diplomatic missions abroad were instructed to highlight aspects that cast Israel in a favorable light.
Ahead of the abolition of the Military Rule
After the meeting at the Ministry of Foreign Affairs, the director of the public advocacy department sent a detailed communique to Israeli diplomatic missions abroad, explaining the meaning of the announced abolition of the Military Rule and providing instructions for the PR strategy around this development.