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Israeli officials have also enjoyed a clear edge with coverage. An Israeli foreign ministry assessment of eight hours of coverage across international broadcast media reported that Israeli representatives got 58 minutes of airtime while the Palestinians got only 19 minutes. Speaking for the Israeli military, Major Avital Leibovich said: "Quite a few outlets are very favourable to Israel, namely by showing [it] suffering ... I am sure it is a result of the new co-ordination."

Speaking to the Jerusalem Post, the former Israeli ambassador to the UN Danny Gillerman said: "I don't know how long it will last but at this moment Israel has no small measure of understanding and support, and even approval, from many countries."

One of the challenges of Israel's media offensive has been to counter the disturbing images of Gaza in the conflict. "In the war of the pictures we lose, so you need to correct, explain or balance it in other ways," said Aviv Shir-On, foreign ministry deputy director-general for public affairs. "Support doesn't mean the world is standing behind us, but it does mean people understand what we are doing and why."

The hasbara directive also liaises over core messages with bodies such as friendship leagues, Jewish communities, bloggers and backers using online networks. Last week the directorate started a YouTube channel showing Israeli bombings in the Gaza strip. "New media is a new war zone within the media - we are planning to be relevant there," said Leibovich.

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