You misunderstand. The problem isn't a lack of good Israeli PR. You can't offset the occupation and practice of apartheid in the West Bank by telling us how good the nightlife in Tel Aviv is, or how many Intel chips and vials of cheap antibiotics Israel can produce. The problem is that Israelis are not facing the problem, and are allowing people to dictate preceedings that believe the religious texts are land deeds.
EU's Mogherini in Tehran to talk nuclear deal, regional issues (Reuters)
from the article: Israeli delegates set out to counter Apartheid Week campaign