Israel: strong but just

Just kidding. That was something that Ben Gurion said way back when. Here's the actual quote (actually it's not a quote; it's reported speech) in Ha'aretz:

David Ben-Gurion said that Israel's fate is dependent on two things: its strength and justness.

I think we can replace the word "justness" with "PR". In fact that's what this article is about. It is titled Improve the image and it openly frets about the description of Israel as an apartheid state. The writer, Aluf Benn, wants Israel to improve its PR but it might just be that the product needs to be overhauled...in its entirety.