As someone who has been on the front lines of fighting the BDS movement on campuses, my sense is that Israel does have a problem with liberal Democratic opinion elites. That’s the result of a generation in which elite campuses that feed opinion-influencing organizations have seen faculty activism and student propaganda activities that present a skewed portrayal of the conflict.
And that is where I depart with some of Luntz’s recommendations as related in The Times report. The problem is educational, not messaging. Not mentioning Zionism does not solve the disease. Treat the disease through a generations-long educational effort and countering the negative propaganda against Israel with positive educational experiences.