About Prof. Moran Yarchi

Senior Advisor – Digital Influence & Narrative Strategy

Prof. Moran Yarchi  is Head of the Digital Influence & Perceptions specialization and -Public Diplomacy program at the Sammy Ofer School of Communication, Reichman University. She also serves as a Senior Fellow at the Abba Eban Institute for International Diplomacy and as a Senior Researcher at the Institute for Counter-Terrorism (ICT). Her scholarship—covering political communication, public diplomacy, media framing of conflicts and terrorism, and new-media dynamics—integrates communication theory with political-science and international-relations perspectives to assess how state and non-state actors shape public opinion in contested information environments.

Prof. Yarchi’s work has informed governmental agencies, civil-society organizations, and international media outlets on evidence-based influence campaigns, misinformation mitigation, and strategic-narrative resilience. She is the recipient of multiple distinctions, including the Nina Wain Prize for Public & International Communication, the Hecht Prize, and top-paper awards from both the International and National Communication Associations.

Strategic Value to Certainty Lab

Narrative Intelligence – Deploys hybrid quantitative–qualitative analytics—ranging from large-scale machine-learning text classification to in-depth frame analysis—to identify emerging sentiment shifts, polarization vectors, and narrative threats across legacy media, social platforms, and encrypted channels. Drawing on her expertise in conflict communication, counter-terrorism messaging, and public diplomacy, Prof. Yarchi contextualizes these data streams for Certainty Lab’s core verticals—veterans’ advocacy, antisemitism monitoring, and mission-driven fundraising—transforming raw signals into sector-specific risk-opportunity maps, predictive scenario models, and actionable dashboards that inform strategy in real time.

Public-Diplomacy Playbooks – Designs data-backed frameworks that help governments, nonprofits, and mission-driven brands counter hostile propaganda, amplify positive messaging, and mobilize authentic support.

Resilience-by-Design  – Guides project teams in crafting story arcs that withstand disinformation, reinforce trust, and convert engagement into measurable action—vital for initiatives ranging from veterans’ rights chatbots to anti-antisemitism platforms.

Public-Diplomacy Playbooks  – Designs data-backed frameworks that help governments, nonprofits, and mission-driven brands counter hostile propaganda, amplify positive messaging, and mobilize authentic support.

Resilience-by-Design – Guides project teams in crafting story arcs that withstand disinformation, reinforce trust, and convert engagement into measurable action—vital for initiatives ranging from veterans’ rights chatbots to anti-antisemitism platforms.

Core Competencies

• Digital influence & perception mapping
• Conflict and terrorism communications
• Cross-platform misinformation detection
• Quantitative & experimental research methods
• Strategic public diplomacy under crisis

Selected Recent Publications Demonstrating Applied Impact

• “Fighting over International Legitimacy” (2024) – Evaluates Israel’s image-war tactics during the 2023-24 Hamas conflict; findings support real-time diplomatic messaging.
• “The Image War Moves to TikTok” (2023) – Analyzes short-form video’s role in reshaping conflict narratives and informs next-generation influence campaigns.
• “Perceived vs. Actual Ability to Identify Fake News” (2023) – Produces diagnostic tools.