A diplomatic kerfuffle for Israeli Prime Minister Netanyahu

Caution, timing and appearance may be the very essence of diplomacy. But Israeli Prime Minister Benjamin Netanyahu appears to have tripped over all three in recent days by appointing Ran Baratz as his new public diplomacy chief, prompting outrage in both Israel and the United States because of due to Baratz’s blunt comments about the presidents of both countries at a sensitive time in relations between the longtime allies.

Although many outside Israeli media circles would be hard-pressed to name Liran Dan, Netanyahu’s outgoing media chief, Dan had a relatively long tenure during which he oversaw and shaped Netanyahu’s media policy and, by extension, that of Israel.

The new man for the job has suddenly been getting more media attention than Netanyahu.

Baratz, who has a PhD in philosophy and is the founding editor of a conservative news and opinion website, was seen by some as a solid choice for representing Netanyahu’s policies to the media.

But Israeli reporters sifting through Baratz’s personal Facebook page and other writing suggest that though Baratz may be the right man for the conservative Netanyahu, he is more than likely the wrong man for the delicate job of helping him sell Israel to the outside world.

Of President Obama’s reaction to Netanyahu’s controversial appearance in Congress seeking to thwart a nuclear pact with Iran, Baratz wrote, “this is what modern anti-Semitism looks like.”

To Secretary of State John F. Kerry, he recommended a career as a stand-up comic after retiring, saying he has the “mental age” of 12.

Many Israelis, meanwhile, appear incensed over Baratz’s derision of President Reuven Rivlin. After social media saluted the modest president for flying coach on a recent official visit to the Czech Republic, Baratz joked that it served to prove that Rivlin was a “minor figure” in no need of protection, a man whom even Islamic State militants would turn down as a hostage.

Shortly after Baratz’s appointment was announced, he informed his Facebook followers that with the new title, he would forgo “political, critical and satirical” posts and keep his tongue out of his cheek for the job.

But this did not stave off the public storm that quickly brewed. The president’s office demanded clarifications. The opposition demanded that Netanyahu cancel the appointment immediately. Even Cabinet ministers threatened to vote against the appointment, not yet final and now in question.

As with the announcements of settlement construction on the West Bank, there is never a good time for such controversy. Yet some moments are worse than others when it comes to offending the White House. And the selection of Baratz came just days before Netanyahu’s trip to Washington, where he is to meet with Obama on Monday.

Referring to the appointee’s comments as “troubling and offensive,” State Department spokesman John Kirby said the administration expects “government officials from any country, especially our closest allies, to speak respectfully and truthfully about senior U.S. government officials.”

A message from the prime minister’s office late Thursday sought to contain the damage with twin statements from Netanyahu and Baratz.

“These posts are totally unacceptable and in no way reflect the positions of policies of the government of Israel,” said Netanyahu, saying that he had not been aware of the controversial comments.

The statement also included an apology from Baratz for “the hurtful remarks” he posted online about the presidents of Israel and the U.S. and others, saying that these were “written hastily and sometimes humorously, in a manner appropriate for a private person writing on the Internet.”

To be fair, Baratz’s online outspokenness hadn’t been limited to liberals; others, including right-wingers and even Netanyahu himself, were the occasional subject of his sharp tongue. And Baratz would not be the only Israeli official to have tough words for Kerry and others whose policy positions they dislike; the defense minister, for example has had to apologize for calling Kerry “messianic” and “obsessive.”

“It is clear to me that in a government position one must act and express oneself differently,” said Baratz, who asked Netanyahu for a chance to clarify the matter.

Netanyahu reportedly has promised Kerry that he will review the appointment.

Initially Baratz was to travel to the U.S. on Sunday with Netanyahu’s staff after the Cabinet approved his appointment. That plan has changed and the two will discuss matters on Netanyahu’s return, and the fate of the appointment remains unclear.

Sobelman is a special correspondent