|
Under Bush, a
New Age of Prepackaged TV News
The New York Times
By DAVID BARSTOW and ROBIN
STEIN
March 13, 2005
It is the kind of TV news coverage every
president covets.
"Thank you, Bush. Thank you, U.S.A.,"
a jubilant Iraqi-American told a camera crew in Kansas City for
a segment about reaction to the fall of Baghdad. A second report
told of "another success" in the Bush administration's
"drive to strengthen aviation security"; the reporter
called it "one of the most remarkable campaigns in aviation
history." A third segment, broadcast in January, described
the administration's determination to open markets for American
farmers.
To a viewer, each report looked like any
other 90-second segment on the local news. In fact, the federal
government produced all three. The report from Kansas City was
made by the State Department. The "reporter" covering
airport safety was actually a public relations professional working
under a false name for the Transportation Security Administration.
The farming segment was done by the Agriculture Department's office
of communications.
Under the Bush administration, the federal
government has aggressively used a well-established tool of public
relations: the prepackaged, ready-to-serve news report that major
corporations have long distributed to TV stations to pitch everything
from headache remedies to auto insurance. In all, at least 20
federal agencies, including the Defense Department and the Census
Bureau, have made and distributed hundreds of television news
segments in the past four years, records and interviews show.
Many were subsequently broadcast on local stations across the
country without any acknowledgement of the government's role in
their production.
This winter, Washington has been roiled
by revelations that a handful of columnists wrote in support of
administration policies without disclosing they had accepted payments
from the government. But the administration's efforts to generate
positive news coverage have been considerably more pervasive than
previously known. At the same time, records and interviews suggest
widespread complicity or negligence by television stations, given
industry ethics standards that discourage the broadcast of prepackaged
news segments from any outside group without revealing the source.
Federal agencies are forthright with broadcasters
about the origin of the news segments they distribute. The reports
themselves, though, are designed to fit seamlessly into the typical
local news broadcast. In most cases, the "reporters"
are careful not to state in the segment that they work for the
government. Their reports generally avoid overt ideological appeals.
Instead, the government's news-making apparatus has produced a
quiet drumbeat of broadcasts describing a vigilant and compassionate
administration.
Some reports were produced to support the
administration's most cherished policy objectives, like regime
change in Iraq or Medicare reform. Others focused on less prominent
matters, like the administration's efforts to offer free after-school
tutoring, its campaign to curb childhood obesity, its initiatives
to preserve forests and wetlands, its plans to fight computer
viruses, even its attempts to fight holiday drunken driving. They
often feature "interviews" with senior administration
officials in which questions are scripted and answers rehearsed.
Critics, though, are excluded, as are any hints of mismanagement,
waste or controversy.
Some of the segments were broadcast in
some of nation's largest television markets, including New York,
Los Angeles, Chicago, Dallas and Atlanta.
An examination of government-produced news
reports offers a look inside a world where the traditional lines
between public relations and journalism have become tangled, where
local anchors introduce prepackaged segments with "suggested"
lead-ins written by public relations experts. It is a world where
government-produced reports disappear into a maze of satellite
transmissions, Web portals, syndicated news programs and network
feeds, only to emerge cleansed on the other side as "independent"
journalism.
It is also a world where all participants
benefit.
Local affiliates are spared the expense
of digging up original material. Public relations firms secure
government contracts worth millions of dollars. The major networks,
which help distribute the releases, collect fees from the government
agencies that produce segments and the affiliates that show them.
The administration, meanwhile, gets out an unfiltered message,
delivered in the guise of traditional reporting.
The practice, which also occurred in the
Clinton administration, is continuing despite President Bush's
recent call for a clearer demarcation between journalism and government
publicity efforts. "There needs to be a nice independent
relationship between the White House and the press," Mr.
Bush told reporters in January, explaining why his administration
would no longer pay pundits to support his policies.
In interviews, though, press officers for
several federal agencies said the president's prohibition did
not apply to government-made television news segments, also known
as video news releases. They described the segments as factual,
politically neutral and useful to viewers. They insisted that
there was no similarity to the case of Armstrong Williams, a conservative
columnist who promoted the administration's chief education initiative,
the No Child Left Behind Act, without disclosing $240,000 in payments
from the Education Department.
What is more, these officials argued, it
is the responsibility of television news directors to inform viewers
that a segment about the government was in fact written by the
government. "Talk to the television stations that ran it
without attribution," said William A. Pierce, spokesman for
the Department of Health and Human Services. "This is not
our problem. We can't be held responsible for their actions."
Yet in three separate opinions in the past
year, the Government Accountability Office, an investigative arm
of Congress that studies the federal government and its expenditures,
has held that government-made news segments may constitute improper
"covert propaganda" even if their origin is made clear
to the television stations. The point, the office said, is whether
viewers know the origin. Last month, in its most recent finding,
the G.A.O. said federal agencies may not produce prepackaged news
reports "that conceal or do not clearly identify for the
television viewing audience that the agency was the source of
those materials."
It is not certain, though, whether the
office's pronouncements will have much practical effect. Although
a few federal agencies have stopped making television news segments,
others continue. And on Friday, the Justice Department and the
Office of Management and Budget circulated a memorandum instructing
all executive branch agencies to ignore the G.A.O. findings. The
memorandum said the G.A.O. failed to distinguish between covert
propaganda and "purely informational" news segments
made by the government. Such informational segments are legal,
the memorandum said, whether or not an agency's role in producing
them is disclosed to viewers.
Even if agencies do disclose their role,
those efforts can easily be undone in a broadcaster's editing
room. Some news organizations, for example, simply identify the
government's "reporter" as one of their own and then
edit out any phrase suggesting the segment was not of their making.
So in a recent segment produced by the
Agriculture Department, the agency's narrator ended the report
by saying "In Princess Anne, Maryland, I'm Pat O'Leary reporting
for the U.S. Department of Agriculture." Yet AgDay, a syndicated
farm news program that is shown on some 160 stations, simply introduced
the segment as being by "AgDay's Pat O'Leary." The final
sentence was then trimmed to "In Princess Anne, Maryland,
I'm Pat O'Leary reporting."
Brian Conrady, executive producer of AgDay,
defended the changes. "We can clip 'Department of Agriculture'
at our choosing," he said. "The material we get from
the U.S.D.A., if we choose to air it and how we choose to air
it is our choice."
Spreading the Word: Government Efforts
and One Woman's Role
Karen Ryan cringes at the phrase "covert
propaganda." These are words for dictators and spies, and
yet they have attached themselves to her like a pair of handcuffs.
Not long ago, Ms. Ryan was a much sought-after
"reporter" for news segments produced by the federal
government. A journalist at ABC and PBS who became a public relations
consultant, Ms. Ryan worked on about a dozen reports for seven
federal agencies in 2003 and early 2004. Her segments for the
Department of Health and Human Services and the Office of National
Drug Control Policy were a subject of the accountability office's
recent inquiries.
The G.A.O. concluded that the two agencies
"designed and executed" their segments "to be indistinguishable
from news stories produced by private sector television news organizations."
A significant part of that execution, the office found, was Ms.
Ryan's expert narration, including her typical sign-off - "In
Washington, I'm Karen Ryan reporting" - delivered in a tone
and cadence familiar to television reporters everywhere.
Last March, when The New York Times first
described her role in a segment about new prescription drug benefits
for Medicare patients, reaction was harsh. In Cleveland, The Plain
Dealer ran an editorial under the headline "Karen Ryan, You're
a Phony," and she was the object of late-night jokes by Jon
Stewart and received hate mail.
"I'm like the Marlboro man,"
she said in a recent interview.
In fact, Ms. Ryan was a bit player who
made less than $5,000 for her work on government reports. She
was also playing an accepted role in a lucrative art form, the
video news release. "I just don't feel I did anything wrong,"
she said. "I just did what everyone else in the industry
was doing."
It is a sizable industry. One of its largest
players, Medialink Worldwide Inc., has about 200 employees, with
offices in New York and London. It produces and distributes about
1,000 video news releases a year, most commissioned by major corporations.
The Public Relations Society of America even gives an award, the
Bronze Anvil, for the year's best video news release.
Several major television networks play
crucial intermediary roles in the business. Fox, for example,
has an arrangement with Medialink to distribute video news releases
to 130 affiliates through its video feed service, Fox News Edge.
CNN distributes releases to 750 stations in the United States
and Canada through a similar feed service, CNN Newsource. Associated
Press Television News does the same thing worldwide with its Global
Video Wire.
"We look at them and determine whether
we want them to be on the feed," David M. Winstrom, director
of Fox News Edge, said of video news releases. "If I got
one that said tobacco cures cancer or something like that, I would
kill it."
In essence, video news releases seek to
exploit a growing vulnerability of television news: Even as news
staffs at the major networks are shrinking, many local stations
are expanding their hours of news coverage without adding reporters.
"No TV news organization has the resources
in labor, time or funds to cover every worthy story," one
video news release company, TVA Productions, said in a sales pitch
to potential clients, adding that "90 percent of TV newsrooms
now rely on video news releases."
Federal agencies have been commissioning
video news releases since at least the first Clinton administration.
An increasing number of state agencies are producing television
news reports, too; the Texas Parks and Wildlife Department alone
has produced some 500 video news releases since 1993.
Under the Bush administration, federal
agencies appear to be producing more releases, and on a broader
array of topics.
A definitive accounting is nearly impossible.
There is no comprehensive archive of local television news reports,
as there is in print journalism, so there is no easy way to determine
what has been broadcast, and when and where.
Still, several large agencies, including
the Defense Department, the State Department and the Department
of Health and Human Services, acknowledge expanded efforts to
produce news segments. Many members of Mr. Bush's first-term cabinet
appeared in such segments.
A recent study by Congressional Democrats
offers another rough indicator: the Bush administration spent
$254 million in its first term on public relations contracts,
nearly double what the last Clinton administration spent.
Karen Ryan was part of this push - a "paid
shill for the Bush administration," as she self-mockingly
puts it. It is, she acknowledges, an uncomfortable title.
Ms. Ryan, 48, describes herself as not
especially political, and certainly no Bush die-hard. She had
hoped for a long career in journalism. But over time, she said,
she grew dismayed by what she saw as the decline of television
news - too many cut corners, too many ratings stunts.
In the end, she said, the jump to video
news releases from journalism was not as far as one might expect.
"It's almost the same thing," she said.
There are differences, though. When she
went to interview Tommy G. Thompson, then the health and human
services secretary, about the new Medicare drug benefit, it was
not the usual reporter-source exchange. First, she said, he already
knew the questions, and she was there mostly to help him give
better, snappier answers. And second, she said, everyone involved
is aware of a segment's potential political benefits.
Her Medicare report, for example, was distributed
in January 2004, not long before Mr. Bush hit the campaign trail
and cited the drug benefit as one of his major accomplishments.
The script suggested that local anchors
lead into the report with this line: "In December, President
Bush signed into law the first-ever prescription drug benefit
for people with Medicare." In the segment, Mr. Bush is shown
signing the legislation as Ms. Ryan describes the new benefits
and reports that "all people with Medicare will be able to
get coverage that will lower their prescription drug spending."
The segment made no mention of the many
critics who decry the law as an expensive gift to the pharmaceutical
industry. The G.A.O. found that the segment was "not strictly
factual," that it contained "notable omissions"
and that it amounted to "a favorable report" about a
controversial program.
And yet this news segment, like several
others narrated by Ms. Ryan, reached an audience of millions.
According to the accountability office, at least 40 stations ran
some part of the Medicare report. Video news releases distributed
by the Office of National Drug Control Policy, including one narrated
by Ms. Ryan, were shown on 300 stations and reached 22 million
households. According to Video Monitoring Services of America,
a company that tracks news programs in major cities, Ms. Ryan's
segments on behalf of the government were broadcast a total of
at least 64 times in the 40 largest television markets.
Even these measures, though, do not fully
capture the reach of her work. Consider the case of News 10 Now,
a cable station in Syracuse owned by Time Warner. In February
2004, days after the government distributed its Medicare segment,
News 10 Now broadcast a virtually identical report, including
the suggested anchor lead-in. The News 10 Now segment, however,
was not narrated by Ms. Ryan. Instead, the station edited out
the original narration and had one of its reporters repeat the
script almost word for word.
The station's news director, Sean McNamara,
wrote in an e-mail message, "Our policy on provided video
is to clearly identify the source of that video." In the
case of the Medicare report, he said, the station believed it
was produced and distributed by a major network and did not know
that it had originally come from the government.
Ms. Ryan said she was surprised by the
number of stations willing to run her government segments without
any editing or acknowledgement of origin. As proud as she says
she is of her work, she did not hesitate, even for a second, when
asked if she would have broadcast one of her government reports
if she were a local news director.
"Absolutely not."
Little Oversight: TV's Code of Ethics,
With Uncertain Weight
"Clearly disclose the origin of information
and label all material provided by outsiders."
Those words are from the code of ethics
of the Radio-Television News Directors Association, the main professional
society for broadcast news directors in the United States. Some
stations go further, all but forbidding the use of any outside
material, especially entire reports. And spurred by embarrassing
publicity last year about Karen Ryan, the news directors association
is close to proposing a stricter rule, said its executive director,
Barbara Cochran.
Whether a stricter ethics code will have
much effect is unclear; it is not hard to find broadcasters who
are not adhering to the existing code, and the association has
no enforcement powers.
The Federal Communications Commission does,
but it has never disciplined a station for showing government-made
news segments without disclosing their origin, a spokesman said.
Could it? Several lawyers experienced with
F.C.C. rules say yes. They point to a 2000 decision by the agency,
which stated, "Listeners and viewers are entitled to know
by whom they are being persuaded."
In interviews, more than a dozen station
news directors endorsed this view without hesitation. Several
expressed disdain for the prepackaged segments they received daily
from government agencies, corporations and special interest groups
who wanted to use their airtime and credibility to sell or influence.
But when told that their stations showed
government-made reports without attribution, most reacted with
indignation. Their stations, they insisted, would never allow
their news programs to be co-opted by segments fed from any outside
party, let alone the government.
"They're inherently one-sided, and
they don't offer the possibility for follow-up questions - or
any questions at all," said Kathy Lehmann Francis, until
recently the news director at WDRB, the Fox affiliate in Louisville,
Ky.
Yet records from Video Monitoring Services
of America indicate that WDRB has broadcast at least seven Karen
Ryan segments, including one for the government, without disclosing
their origin to viewers.
Mike Stutz, news director at KGTV, the
ABC affiliate in San Diego, was equally opposed to putting government
news segments on the air.
"It amounts to propaganda, doesn't
it?" he said.
Again, though, records from Video Monitoring
Services of America show that from 2001 to 2004 KGTV ran at least
one government-made segment featuring Ms. Ryan, 5 others featuring
her work on behalf of corporations, and 19 produced by corporations
and other outside organizations. It does not appear that KGTV
viewers were told the origin of these 25 segments.
"I thought we were pretty solid,"
Mr. Stutz said, adding that they intend to take more precautions.
Confronted with such evidence, most news
directors were at a loss to explain how the segments made it on
the air. Some said they were unable to find archive tapes that
would help answer the question. Others promised to look into it,
then stopped returning telephone messages. A few removed the segments
from their Web sites, promised greater vigilance in the future
or pleaded ignorance.
Afghanistan to Memphis: An Agency's Report
Ends Up on the Air
On Sept. 11, 2002, WHBQ, the Fox affiliate
in Memphis, marked the anniversary of the 9/11 attacks with an
uplifting report on how assistance from the United States was
helping to liberate the women of Afghanistan.
Tish Clark, a reporter for WHBQ, described
how Afghan women, once barred from schools and jobs, were at last
emerging from their burkas, taking up jobs as seamstresses and
bakers, sending daughters off to new schools, receiving decent
medical care for the first time and even participating in a fledgling
democracy. Her segment included an interview with an Afghan teacher
who recounted how the Taliban only allowed boys to attend school.
An Afghan doctor described how the Taliban refused to let male
physicians treat women.
In short, Ms. Clark's report seemed to
corroborate, however modestly, a central argument of the Bush
foreign policy, that forceful American intervention abroad was
spreading freedom, improving lives and winning friends.
What the people of Memphis were not told,
though, was that the interviews used by WHBQ were actually conducted
by State Department contractors. The contractors also selected
the quotes used from those interviews and shot the video that
went with the narration. They also wrote the narration, much of
which Ms. Clark repeated with only minor changes.
As it happens, the viewers of WHBQ were
not the only ones in the dark.
Ms. Clark, now Tish Clark Dunning, said
in an interview that she, too, had no idea the report originated
at the State Department. "If that's true, I'm very shocked
that anyone would false report on anything like that," she
said.
How a television reporter in Memphis unwittingly
came to narrate a segment by the State Department reveals much
about the extent to which government-produced news accounts have
seeped into the broader new media landscape.
The explanation begins inside the White
House, where the president's communications advisers devised a
strategy after Sept. 11, 2001, to encourage supportive news coverage
of the fight against terrorism. The idea, they explained to reporters
at the time, was to counter charges of American imperialism by
generating accounts that emphasized American efforts to liberate
and rebuild Afghanistan and Iraq.
An important instrument of this strategy
was the Office of Broadcasting Services, a State Department unit
of 30 or so editors and technicians whose typical duties include
distributing video from news conferences. But in early 2002, with
close editorial direction from the White House, the unit began
producing narrated feature reports, many of them promoting American
achievements in Afghanistan and Iraq and reinforcing the administration's
rationales for the invasions. These reports were then widely distributed
in the United States and around the world for use by local television
stations. In all, the State Department has produced 59 such segments.
United States law contains provisions intended
to prevent the domestic dissemination of government propaganda.
The 1948 Smith-Mundt Act, for example, allows Voice of America
to broadcast pro-government news to foreign audiences, but not
at home. Yet State Department officials said that law does not
apply to the Office of Broadcasting Services. In any event, said
Richard A. Boucher, a State Department spokesman: "Our goal
is to put out facts and the truth. We're not a propaganda agency."
Even so, as a senior department official,
Patricia Harrison, told Congress last year, the Bush administration
has come to regard such "good news" segments as "powerful
strategic tools" for influencing public opinion. And a review
of the department's segments reveals a body of work in sync with
the political objectives set forth by the White House communications
team after 9/11.
In June 2003, for example, the unit produced
a segment that depicted American efforts to distribute food and
water to the people of southern Iraq. "After living for decades
in fear, they are now receiving assistance - and building trust
- with their coalition liberators," the unidentified narrator
concluded.
Several segments focused on the liberation
of Afghan women, which a White House memo from January 2003 singled
out as a "prime example" of how "White House-led
efforts could facilitate strategic, proactive communications in
the war on terror."
Tracking precisely how a "good news"
report on Afghanistan could have migrated to Memphis from the
State Department is far from easy. The State Department typically
distributes its segments via satellite to international news organizations
like Reuters and Associated Press Television News, which in turn
distribute them to the major United States networks, which then
transmit them to local affiliates.
"Once these products leave our hands,
we have no control," Robert A. Tappan, the State Department's
deputy assistant secretary for public affairs, said in an interview.
The department, he said, never intended its segments to be shown
unedited and without attribution by local news programs. "We
do our utmost to identify them as State Department-produced products."
Representatives for the networks insist
that government-produced reports are clearly labeled when they
are distributed to affiliates. Yet with segments bouncing from
satellite to satellite, passing from one news organization to
another, it is easy to see the potential for confusion. Indeed,
in response to questions from The Times, Associated Press Television
News acknowledged that they might have distributed at least one
segment about Afghanistan to the major United States networks
without identifying it as the product of the State Department.
A spokesman said it could have "slipped through our net because
of a sourcing error."
Kenneth W. Jobe, vice president for news
at WHBQ in Memphis, said he could not explain how his station
came to broadcast the State Department's segment on Afghan women.
"It's the same piece, there's no mistaking it," he said
in an interview, insisting that it would not happen again.
Mr. Jobe, who was not with WHBQ in 2002,
said the station's script for the segment has no notes explaining
its origin. But Tish Clark Dunning said it was her impression
at the time that the Afghan segment was her station's version
of one done first by network correspondents at either Fox News
or CNN. It is not unusual, she said, for a local station to take
network reports and then give them a hometown look.
"I didn't actually go to Afghanistan,"
she said. "I took that story and reworked it. I had to do
some research on my own. I remember looking on the Internet and
finding out how it all started as far as women covering their
faces and everything."
At the State Department, Mr. Tappan said
the broadcasting office is moving away from producing narrated
feature segments. Instead, the department is increasingly supplying
only the ingredients for reports - sound bites and raw video.
Since the shift, he said, even more State Department material
is making its way into news broadcasts.
Meeting a Need: Rising Budget Pressures,
Ready-to-Run Segments
WCIA is a small station with a big job
in central Illinois.
Each weekday, WCIA's news department produces
a three-hour morning program, a noon broadcast and three evening
programs. There are plans to add a 9 p.m. broadcast. The staff,
though, has been cut to 37 from 39. "We are doing more with
the same," said Jim P. Gee, the news director.
Farming is crucial in Mr. Gee's market,
yet with so many demands, he said, "it is hard for us to
justify having a reporter just focusing on agriculture."
To fill the gap, WCIA turned to the Agriculture
Department, which has assembled one of the most effective public
relations operations inside the federal government. The department
has a Broadcast Media and Technology Center with an annual budget
of $3.2 million that each year produces some 90 "mission
messages" for local stations - mostly feature segments about
the good works of the Agriculture Department.
"I don't want to use the word 'filler,'
per se, but they meet a need we have," Mr. Gee said.
The Agriculture Department's two full-time
reporters, Bob Ellison and Pat O'Leary, travel the country filing
reports, which are vetted by the department's office of communications
before they are distributed via satellite and mail. Alisa Harrison,
who oversees the communications office, said Mr. Ellison and Mr.
O'Leary provide unbiased, balanced and accurate coverage.
"They cover the secretary just like
any other reporter," she said.
Invariably, though, their segments offer
critic-free accounts of the department's policies and programs.
In one report, Mr. Ellison told of the agency's efforts to help
Florida clean up after several hurricanes.
''They've done a fantastic job,'' a grateful
local official said in the segment.
More recently, Mr. Ellison reported that
Mike Johanns, the new agriculture secretary, and the White House
were determined to reopen Japan to American beef products. Of
his new boss, Mr. Ellison reported, ''He called Bush the best
envoy in the world.''
WCIA, based in Champaign, has run 26 segments
made by the Agriculture Department over the past three months
alone. Or put another way, WCIA has run 26 reports that did not
cost it anything to produce.
Mr. Gee, the news director, readily acknowledges
that these accounts are not exactly independent, tough-minded
journalism. But, he added: ''We don't think they're propaganda.
They meet our journalistic standards. They're informative. They're
balanced.''
More than a year ago, WCIA asked the Agriculture
Department to record a special sign-off that implies the segments
are the work of WCIA reporters. So, for example, instead of closing
his report with ''I'm Bob Ellison, reporting for the U.S.D.A.,''
Mr. Ellison says, ''With the U.S.D.A., I'm Bob Ellison, reporting
for 'The Morning Show.'''
Mr. Gee said the customized sign-off helped
raise ''awareness of the name of our station.'' Could it give
viewers the idea that Mr. Ellison is reporting on location with
the U.S.D.A. for WCIA? ''We think viewers can make up their own
minds,'' Mr. Gee said.
Ms. Harrison, the Agriculture Department
press secretary, said the WCIA sign-off was an exception. The
general policy, she said, is to make clear in each segment that
the reporter works for the department. In any event, she added,
she did not think there was much potential for viewer confusion.
''It's pretty clear to me,'' she said.
The 'Good News' People: A Menu of Reports
From Military Hot Spots
The Defense Department is working hard
to produce and distribute its own news segments for television
audiences in the United States.
The Pentagon Channel, available only inside
the Defense Department last year, is now being offered to every
cable and satellite operator in the United States. Army public
affairs specialists, equipped with portable satellite transmitters,
are roaming war zones in Afghanistan and Iraq, beaming news reports,
raw video and interviews to TV stations in the United States.
All a local news director has to do is log on to a military-financed
Web site, www.dvidshub.net, browse a menu of segments and request
a free satellite feed.
Then there is the Army and Air Force Hometown
News Service, a unit of 40 reporters and producers set up to send
local stations news segments highlighting the accomplishments
of military members.
''We're the 'good news' people,'' said
Larry W. Gilliam, the unit's deputy director.
Each year, the unit films thousands of
soldiers sending holiday greetings to their hometowns. Increasingly,
the unit also produces news reports that reach large audiences.
The 50 stories it filed last year were broadcast 236 times in
all, reaching 41 million households in the United States.
The news service makes it easy for local
stations to run its segments unedited. Reporters, for example,
are never identified by their military titles. ''We know if we
put a rank on there they're not going to put it on their air,''
Mr. Gilliam said.
Each account is also specially tailored
for local broadcast. A segment sent to a station in Topeka, Kan.,
would include an interview with a service member from there. If
the same report is sent to Oklahoma City, the soldier is switched
out for one from Oklahoma City. ''We try to make the individual
soldier a star in their hometown,'' Mr. Gilliam said, adding that
segments were distributed only to towns and cities selected by
the service members interviewed.
Few stations acknowledge the military's
role in the segments. ''Just tune in and you'll see a minute-and-a-half
news piece and it looks just like they went out and did the story,''
Mr. Gilliam said. The unit, though, makes no attempt to advance
any particular political or policy agenda, he said.
''We don't editorialize at all,'' he said.
Yet sometimes the ''good news'' approach
carries political meaning, intended or not. Such was the case
after the Abu Ghraib prison scandal surfaced last spring. Although
White House officials depicted the abuse of Iraqi detainees as
the work of a few rogue soldiers, the case raised serious questions
about the training of military police officers.
A short while later, Mr. Gilliam's unit
distributed a news segment, sent to 34 stations, that examined
the training of prison guards at Fort Leonard Wood in Missouri,
where some of the military police officers implicated at Abu Ghraib
had been trained.
''One of the most important lessons they
learn is to treat prisoners strictly but fairly,'' the reporter
said in the segment, which depicted a regimen emphasizing respect
for detainees. A trainer told the reporter that military police
officers were taught to ''treat others as they would want to be
treated.'' The account made no mention of Abu Ghraib or how the
scandal had prompted changes in training at Fort Leonard Wood.
According to Mr. Gilliam, the report was
unrelated to any effort by the Defense Department to rebut suggestions
of a broad command failure.
''Are you saying that the Pentagon called
down and said, 'We need some good publicity?''' he asked. ''No,
not at all.''
Anne E. Kornblut contributed reporting
for this article.
|