Israeli Public Relations (from IDF, Mossad, wherever):
Your PR campaign is terrible.
It does not resonate. It comes off wooden and contrived.
The fact that it comes off wooden and contrived adds fuel to any speculation that you've set this up or at a minimum knew about it and let it happen as a false pretense to invade GAZA.
YOU should have stopped after Bibi's announcement on Saturday when he was grinning and talking about " a very serious war" (paraphrasing)
BUT, then you went on to call Hamas "animals" - well I suppose the defense at the Hague could be, "All humans are animals, we didn't say anything that was untrue". Again, this is hollow and pathetic. Dehumanizing an enemy to engender public support is cheap and transparent.
YOU lost the moral high-ground when you boasted you were turning off the water to Gaza. That was bold-faced collective punishment. Then net effect of doing so sets the stage for disease; again, the loss of moral high-ground.
THEN you went on to create this analogy of ISIS to Hamas. Sure, the attack was brutal (like ISIS), but the videos are too slick and look like your promoting a rave. Again, this tactic or the net effect rings hollow and pathetic.
THEN, we get this binary choice advertisement:
"You are with Israel or you support terrorism".
SERIOUSLY? Go Fuck Yourself. Nobody wants to believe that fellow humans are capable of the brutality I imagine Hamas pulled off on Saturday. I'm old enough to remember suicide bus bombings, bombings in cafes etc. BUT don't give me that shit. Why? Because so much of what you've already managed to bombard me with (i.e. Bibi's gleeful smirk et. al) feeds my thoughts that you (Israel) set this up or allowed it to happen.
I am however with the innocent civilians, whoever and wherever they are.
RECOMMENDED NEXT STEPS:
Cease and desist from all spin operations. They suck and they undermine any sympathy or public support.
Next, allow news organizations to do their jobs.
If you offer a public statement, talk to the humanity of your efforts, not the brutal force you're going to unleash on a civilian population - the logic here should be self-evident.
I write this here, because I imagine you might actually be reading it on this forum vs. on Twitter.