There is no real PR department, at least not a functioning one.
to add to the post that Amir has written which I agree with,
one has to understand that it's a slow process that's built gradually over the years.
even since you're in kindergarten you are taught about the heroic actions of the fallen soldiers over the years.
and then you get to to 9th grade, highschool... and you want to get into the best units of the IDF, the combative ones. it's a status symbol,
and it fills young people and their parents with real pride.
You are there to make sure that the enemy doesn't hurt you. if your enemy is seen as a human being, then you have a problem.
so he has to remain a figure, A Palestinian. no name, no identity.
I grew up in a secular, liberal, anti-religion home. parents voting for left leaning parties etc.
Still, no one hardly ever said anything to me about people living in the WB or Gaza. they're just there, and they don't like us, and we don't like them.
the proposition of peace for the 1990s is dead and buried. They don't want us here, never have, never will. this is probably what's being repeated in many many homes in Israel in the ears of children, to various degrees of extremisms. My parents never said anything like that to me, but I still picked it up from the general atmosphere, from how the media here portrait the world, from Memorial Days...
So all in all, people from the non-religious public in Israel grow up to be rather indifferent about the suffering of people on the other side of the border. so long as they don't throw missiles at us and not bother us, then fine. it's a shame that they're even there but what can you do, this is the Middle East after all...
And when they do throw missiles at us, we will feck them up ten folds with our planes and drones, and they will stay put for another 20 years...
I don't think I ever met a single person from "my population group" who wished for tens of thousands of Gazans to die. people just wished for them to keep living in that open air prison and die anyway, but "not by our hands".
The shift in the Israeli society since October is that many more people will say that bluntly - "I don't give a single feck about anyone over there, that's their undoing. They made it very clear that we have no choice but to act the way we do".
I think that people are just starting to lose their minds really.