Cairo, Egypt – In a fresh blow to Israel’s image abroad, a prominent American public relations firm, SKDK, announced its withdrawal from a contract it had signed to promote the occupation narrative internationally. The decision came after mounting pressure. American public and civil society organizations criticized attempts to “whitewash” the war. They also opposed the justification of targeting civilians.
Details of the collapsed contract
The contract between SKDK and the Israeli government was valued at approximately $600,000 and was supposed to run from April 2025 to March 2026. However, the company terminated it early on August 31, 2025. According to documents filed with the US Department of Justice, the company registered itself as a foreign agent. It represented the Israeli Ministry of Foreign Affairs under the Foreign Agents Registration Act (FARA).
Failed media missions
The campaign was planned to begin by highlighting the tragedy of the Israeli Bibas family. They lost three members while being held captive in Gaza. It was later planned to include appearances by Israeli actors on major news programs. These appearances were intended to defend the occupation’s perspective. SKDK also partnered with the European public relations firm Havas. This partnership was made on behalf of the Israeli government advertising agency Lapam.
Reports emerged that the contract included the use of bots to spread pro-Israel narratives. These were to be used on social media platforms such as TikTok, Instagram, and YouTube. However, the company denied any involvement in this aspect. It asserted that its work was limited to traditional media relations.
American street pressures
Over the past few weeks, major American cities have witnessed mass demonstrations. The demonstrations demand an end to military and political support for Israel. This environment has created pressure for major corporations. Protesters view involvement in defending the occupation as complicity in war crimes. Under this pressure, the American company opted to withdraw. Their aim was to preserve its reputation in domestic and international markets.
Israel’s growing international isolation
The move reflects the widening circle of isolation Israel faces. This isolation occurs at both popular and diplomatic levels. Following Spain’s decision to halt an arms deal with Tel Aviv, the withdrawal of the public relations firm confirms the expanding issues. Israel’s battle is no longer solely military. It has also become a battle for global public opinion. Israel is gradually losing its ability to impose its narrative.
Impacts on the public relations sector
SKDK’s withdrawal could open the door to similar moves by other Western companies. These companies fear being perceived as complicit with the occupation if they continue these propaganda services. This prospect compounds Israel’s dilemma. Israel has already lost many of its tools for garnering global public opinion. Each company that decides to cooperate with Israel risks losing key customers in its markets.
The US withdrawal should not be read as a single event. Instead, it should be seen as part of an integrated landscape that includes pressure from Congress. It also includes popular demonstrations and European decisions to halt military cooperation with Tel Aviv. The sum of these developments presents Israel with an unprecedented challenge. Managing to maintain its international image has grown challenging. It confirms that the crisis has become a turning point in the West’s relationship with the occupation.
