Brandon Korff Funds Reichman University Program to Train Next Generation of Digital Advocates
American-Jewish billionaire Brandon Korff is investing millions of shekels in a Reichman University program training international students to become digital content creators and reshape Israel's global public diplomacy.
Amid unprecedented international public relations challenges and a sharp decline in public support in the USA, American-Jewish businessman and billionaire Brandon Korff has launched a direct initiative. Korff, who became an Israeli resident last year, is investing millions of shekels into a unique program at the Reichman University International School designed to train a new generation of digital content creators for public diplomacy.
Now entering its second year following a successful inaugural cohort, the initiative comes at a critical juncture. Recent survey data published in April 2026 by the Pew Research Center reveals that approximately 60% of Americans hold a negative view of Israel, compared to just 42% in 2022. This sharp drop is particularly pronounced among younger generations who consume news and form worldviews via TikTok, Instagram, and other social platforms where anti-Israel narratives spread rapidly.
To change the rules of the game, Korff's influencer course at Reichman University shifts away from traditional institutional spokespersons in favor of independent and authentic voices. The program combines academic training with advanced practical work in digital storytelling, video production and editing, algorithm cracking, artificial intelligence tools, community building, and viral content creation.
Led by Prof. Moran Yarchi and communications consultant Tzachi Dabush, the current cohort features 35 elite students from around the world, including the United States, France, Germany, Brazil, and Australia. Participants meet with top-tier professionals and influencers, such as international content creator Nas Daily, equipping them with the professional toolkit needed to reach broad global audiences.
Launching the second year of the course reflects a strategic, long-term investment in the battle for public opinion. In the view of Korff and program leaders, in an era where a short video can reach millions, public diplomacy requires creators who speak the language of Generation Z to make the world stop and listen.
