US Pentagon boosts public relations efforts
The US Defence Department is setting up a system to counter derogatory publicity quickly, a rapid response operation perfected in recent US political campaigns.
A prime goal appears to be to deflect criticism increasingly directed toward Defence Secretary Donald Rumsfeld over the Iraq war.
In a memo obtained by The Associated Press, Dorrance Smith, assistant secretary of defence for public affairs, said new teams of people would âdevelop messagesâ for the 24-hour news cycle and âcorrect the recordâ.
The memo describes an operation modelled after a political campaignâs, such as that made famous by Bill Clintonâs successful 1992 presidential race, that use âRapid Responseâ action to answer opponentsâ assertions quickly.
Another branch would co-ordinate âsurrogatesâ. In political campaigns, surrogates are usually high-level politicians or key interest groups who speak or travel on behalf of a candidate or an issue.
The Pentagon plan would focus more resources on so-called new media, including the internet and weblogs. It would also include new workers to book civilian and military guests on television and radio shows.
Pentagon press secretary Eric Ruff did not provide the number of people to be hired or the programmeâs cost.
Rumsfeld has complained bitterly that the press focuses too much on bad news coming out of Iraq and not enough on progress being made. As an example, during a trip to Nevada this year, he said he was deeply troubled by the success of terrorist groups in âmanipulating the mediaâ to influence Westerners.
âThatâs the thing that keeps me up at night,â he said during a question-and-answer session at a naval base.
The Pentagon public relations changes have been in the works for months and come as voters prepare to vote next week with the war in Iraq as a major issue to decide whether the Republican continue their control of Congress.
Polls suggest that the Republicans could lose their majority in the 435-seat House of Representatives, where all seats are being elected, and perhaps the Senate as well, where 33 of the 100 senators will be elected.
The new public relations plan began to take shape on Friday as new construction began in the E-Ring, the Pentagonâs outermost corridor, to accommodate new employees.
Ruff said the reorganisation, spearheaded by Smith, would help the department âset the record straightâ and provide accurate, timely information.
He denied that the effort was set up to respond to the eroding public support for the war or that it was aimed at helping President George Bushâs Republican partymates in next weekâs elections. He also said he would not call it an âinformation operationsâ programme, which generally refers to a propaganda-type campaign.
Ruff said the effort grew out of Rumsfeldâs criticism of the departmentâs communications capabilities, which the secretary compared unfavourably to how quickly and effectively terrorists can get their message out.