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Profile: Jeffrey St. Clair
Jeffrey St. Clair was a participant or observer in the following events:
Newly hired Defense Department public relations chief Victoria Clarke (see May 2001) begins a series of regular meetings with a number of Washington’s top private PR specialists and lobbyists. The group is tasked with developing a marketing plan for the upcoming war in Iraq. It is remarkably successful in securing press cooperation to spread its message (see August 13, 2003 and After May 31, 2001).
Bipartisan Makeup - Reporter Jeffrey St. Clair will later write, “The group was filled with heavy-hitters and was strikingly bipartisan in composition.” The group, later informally dubbed “the Rumsfeld Group,” is made up of, among others, PR executives John Rendon and Sheila Tate, Republican political consultant Rich Galen, and Democratic operative Tommy Boggs (brother of NPR’s Cokie Roberts and a PR consultant for the Saudi royal family; St. Clair believes Boggs may have had a hand in the decision to redact 20+ pages concerning the Saudis from Congress’s report on the intelligence failures leading to the 9/11 attacks—see April 2003 and August 1-3, 2003). The direct involvement, if any, of Defense Secretary Donald Rumsfeld is unclear.
Rendon's Involvement - John Rendon, the head of the Rendon Group, is a noteworthy veteran of the 1990-91 PR efforts to market the Gulf War (see August 11, 1990), has worked for both Democratic and Republican politicians and lobbying groups, and was instrumental in creating Ahmed Chalabi’s Iraqi National Congress (see May 1991). Rendon, already under contract with the Pentagon to help market the US bombing of Afghanistan, is one of the key players in marketing the upcoming Iraq invasion. Though Rendon refuses to discuss his work for the Pentagon, St. Clair believes he will be partially or completely responsible for some of the invasion’s signature events, including the toppling of the statue of Hussein in Firdos Square by US troops and Chalabi associates (see April 9, 2003), and video-friendly Iraqi crowds waving American flags as US Army vehicles roll by. Rendon explains his role like this: “I am not a national security strategist or a military tactician. I am a politician, and a person who uses communication to meet public policy or corporate policy objectives. In fact, I am an information warrior and a perception manager.” The Pentagon defines “perception management” as “actions to convey and/or deny selected information and indicators to foreign audiences to influence their emotions, motives, and objective reasoning.” St. Clair adds, “In other words, lying about the intentions of the US government.” One of the biggest instances of Pentagon “perception management” is the Office of Strategic Influence (see Shortly after September 11, 2001), also developed by Rendon. [CounterPunch, 8/13/2003]
Entity Tags: Tommy Boggs, Iraqi National Congress, Donald Rumsfeld, Bush administration (43), “The Rumsfeld Group”, Jeffrey St. Clair, Sheila Tate, John Rendon, US Department of Defense, Rich Galen, Victoria (“Torie”) Clarke, Office of Strategic Influence
Timeline Tags: Events Leading to Iraq Invasion
According to the trade publication PR Week, the ad hoc government public relations organization dubbed “The Rumsfeld Group” (see Late May 2001) is quite successful at sending what the publication calls “messaging advice” to the Pentagon.
Marketing a Link between Iraq, Islamist Radicals - The group tells Pentagon PR chief Victoria Clarke and Defense Secretary Donald Rumsfeld that to get the American public’s support for the war on terror, and particularly the invasion of Iraq, they need to fix in the public mind a link between terror and nation-states, not just fluid and ad hoc groups such as al-Qaeda. Reporter Jeffrey St. Clair will write, “In other words, there needed to be a fixed target for the military campaigns, some distant place to drop cruise missiles and cluster bombs.” The Rumsfeld Group comes up with the idea of labeling Iraq and certain other nations “rogue states,” an idea already extant in Rumsfeld’s mind, and the genesis of the so-called “axis of evil” (see January 29, 2002 and After January 29, 2002).
Veterans of the Gulf War - The government allocates tens of millions of dollars, most of which is handed out to private public relations and media firms hired to spread the Bush administration’s message that Iraq’s Saddam Hussein must be taken out before he can use his arsenal of nuclear, chemical, and biological weapons on US targets. Many of the PR and media executives are old friends of senior Bush officials, and many had worked on selling the 1991 Gulf War to the public (see October 10, 1990).
Media Complicity Ensures Success - St. Clair will later note that while the PR efforts are, largely, failures with US allies, they are far more successful with the American population (see August 13, 2003). He will write: “A population traumatized by terror threats and shattered economy became easy prey for the saturation bombing of the Bush message that Iraq was a terrorist state linked to al-Qaeda that was only minutes away from launching attacks on America with weapons of mass destruction. Americans were the victims of an elaborate con job, pelted with a daily barrage of threat inflation, distortions, deceptions, and lies. Not about tactics or strategy or war plans. But about justifications for war. The lies were aimed not at confusing Saddam’s regime, but the American people.” St. Clair places as much blame on the “gullible [and] complicit press corps,” so easily managed by Clarke (see February 2003). “During the Vietnam war, TV images of maimed GIs and napalmed villages suburbanized opposition to the war and helped hasten the US withdrawal,” St. Clair writes. “The Bush gang meant to turn the Vietnam phenomenon on its head by using TV as a force to propel the US into a war that no one really wanted. What the Pentagon sought was a new kind of living room war, where instead of photos of mangled soldiers and dead Iraqi kids, they could control the images Americans viewed and to a large extent the content of the stories. By embedding reporters inside selected divisions, Clarke believed the Pentagon could count on the reporters to build relationships with the troops and to feel dependent on them for their own safety. It worked, naturally.” St. Clair notes the instance of one reporter on national television calling the US Army “our protectors,” and NBC’s David Bloom’s on-air admission that he is willing to do “anything and everything they can ask of us.” [CounterPunch, 8/13/2003]
Charlotte Beers. [Source: New York Times]Former advertising executive Charlotte Beers officially assumes her duties as undersecretary of state for public diplomacy and public affairs. Beers, the former head of ad agencies Ogilvy & Mather and J. Walter Thompson, and who is best known for “branding” products like American Express credit cards and Head and Shoulders shampoo, was named to the position days after the 9/11 attacks, in part to help refurbish America’s image overseas. Secretary of State Colin Powell, who met Beers in 1995 when they both worked on the board of Gulf Airstream and who proposed her for the position, defended her selection in the Senate by explaining: “Well, guess what? She got me to buy Uncle Ben’s rice and so there is nothing wrong with getting somebody who knows how to sell something.” Powell says Beers’s job is to focus on what he calls “the branding of US foreign policy.” Time reporter Margaret Carlson will write that Beers’s new job is much different from selling rice or shampoo to American consumers: “Now Beers has to rebrand Osama bin Laden as a mass murderer to millions of Muslims who have never seen a 767 or a skyscraper, much less one flying into the other. She has to do it in languages, like Pashto and Dari, that don’t even have a word for terrorist. And all this without having control over Voice of America or Radio Free Europe.” Congress grants Beers over $500 million for her Brand America campaign. She says: “Public diplomacy is a vital new arm in what will combat terrorism over time. All of a sudden we are in this position of redefining who America is, not only for ourselves, but for the outside world.” Beers has no diplomatic experience. Her first efforts as undersecretary will be to provide a 24-page booklet in 14 languages accusing bin Laden of masterminding the 9/11 attacks, and, with the help of the Ad Council, to create and disseminate a poster throughout Arab countries offering up to $25 million for information leading to the arrest of highly placed terror suspects. Beers says that “sell might not be the operative word” to describe her job, she uses marketing vocabulary to describe her efforts: the US is an “elegant brand,” Powell and President Bush are “symbols of the brand,” and she wants to use athletes such as the NBA’s Hakeem Olajuwon to help market the American “brand.” [Time, 11/14/2001; New York Times, 3/3/2003; CounterPunch, 8/13/2003; Rich, 2006, pp. 31-32] Columnist Jeffrey St. Clair will observe: “Note the rapt attention Beers pays to the manipulation of perception, as opposed, say, to alterations of US policy. Old-fashioned diplomacy involves direct communication between representatives of nations, a conversational give and take, often fraught with deception… but an exchange nonetheless. Public diplomacy, as defined by Beers, is something else entirely. It’s a one-way street, a unilateral broadcast of American propaganda directly to the public, domestic and international—a kind of informational carpet bombing.” [CounterPunch, 8/13/2003]
President Bush’s State of the Union speech describes an “axis of evil” consisting of Iraq, Iran, and North Korea. Osama bin Laden is not mentioned in the speech. [US President, 2/4/2002] Bush says: “States like these and their terrorist allies, constitute an axis of evil, arming to threaten the peace of the world. By seeking weapons of mass destruction, these regimes pose a grave and growing danger. They could provide these arms to terrorists, giving them the means to match their hatred. They could attack our allies or attempt to blackmail the United States. In any of these cases, the price of indifference would be catastrophic.” Bush goes on to suggest for the first time that the US might be prepared to launch pre-emptive wars by saying, “The United States of America will not permit the world’s most dangerous regimes to threaten us with the world’s most destructive weapons.” [Vanity Fair, 5/2004] When Bush advisor Richard Perle was asked one month before 9/11 about new challenges the US faced, he replied by naming these exact three countries (see August 6, 2001). Michael Gerson, head of the White House speechwriting team at the time, will later claim that, as Newsweek will later put it, “Bush was already making plans to topple Saddam Hussein, but he wasn’t ready to say so.” Iran and North Korea are inserted into the speech in order to avoid focusing solely on Iraq. The speech is followed by a new public focus on Iraq and a downplaying of bin Laden (see September 15, 2001-April 6, 2002). Prior to the speech, the Iranian government had been very helpful in the US fight against the Taliban, since the Taliban and Iran were enemies. [Newsweek, 2/12/2007] At the time, al-Qaeda operatives had been streaming into Iran from Afghanistan following the defeat of the Taliban. Iran has been turning over hundreds of suspects to US allies and providing US intelligence with the names, photographs, and fingerprints of those it is holding. [Washington Post, 2/10/2007] Newsweek will later say that it is “beyond doubt” the Iranian government was “critical… to stabilizing [Afghanistan] after the fall of Kabul.” But all this cooperation comes to an end after the speech. Iranian Deputy Foreign Minister Mohammad Hossein Adeli will later say that “Those [inside the Iranian government] who were in favor of a rapprochement with the United States were marginalized. The speech somehow exonerated those who had always doubted America’s intentions.” [Newsweek, 2/12/2007] In August 2003, reporter Jeffrey St. Clair will write that “the Axis of Evil [is not] an ‘axis’ at all, since two of the states, Iran and Iraq, hate… each other, and neither [have] anything at all to do with the third, North Korea.” [CounterPunch, 8/13/2003]
The liberal news publication CounterPunch profiles the “Rumsfeld Group,” a government public relations group put together after the 9/11 attacks to manipulate the media’s reporting of the Bush administration’s war on terror (see Late May 2001). One noteworthy aspect of the profile is the success the “Rumsfeld Group” has had in working with the press to spread its message.
Benador Associates - One of the most effective “perception managers” for the Bush administration is Elena Benador, the media placement expert who runs Benador Associates. She oversees the Middle East Forum, an organization CounterPunch reporter Jeffrey St. Clair calls “a fanatically pro-Zionist paper mill,” and has close connections with some of Washington’s most influential hardliners and neoconservatives, including Michael Ledeen, Charles Krauthammer, Alexander Haig, Max Boot, Daniel Pipes, Richard Perle, and Judith Miller. Benador is given the task of getting these pro-war hawks on the air and in the press as often as possible. She does an excellent job in both getting the placements and crafting the message to ensure that they all make the same points. “There are some things, you just have to state them in a different way, in a slightly different way,” Benador explains. “If not, people get scared.”
Washington Post Particularly Compliant - Many press and television news outlets help promulgate the Pentagon’s story, but, St. Clair will note, few are as reliable or as enthusiastic as the Washington Post. He mentions the example of Private Jessica Lynch, whose story was fed for weeks by an over-the-top report from the Post that was fueled entirely by PR flacks from the Pentagon’s Combat Camera operation (see April 1, 2003 and April 3, 2003). In the months leading up to the Iraq invasion, the Post’s op-eds ran 3 to 1 in favor of attacking Iraq. St. Clair notes that in 1988, the Post shrugged off reports of Saddam Hussein gassing Iranians and his own Iraqis as “a quirk of war”; at that point, the US wanted close relations with the Hussein regime, and wanted to play down Hussein’s depredations. The Post echoed the government’s lack of interest.
Firing of Donahue - St. Clair points to MSNBC’s firing of liberal talk show host Phil Donahue on the eve of the Iraq invasion (see February 25, 2003) as another example of the Pentagon’s reach into the mainstream US media. At the behest of the Pentagon’s PR officials, MSNBC fired Donahue and replaced him with a pro-war broadcast called Countdown: Iraq. While MSNBC blamed “poor ratings” on the firing, in reality Donahue’s ratings were MSNBC’s highest. Instead, the network did not like what it called Donahue’s propensity to have “anti-war, anti-Bush” voices on his show. [CounterPunch, 8/13/2003]
Entity Tags: Michael Ledeen, Jeffrey St. Clair, Elena Benador, Daniel Pipes, CounterPunch, Charles Krauthammer, Alexander M. Haig, Jr., Jessica Lynch, Max Boot, Judith Miller, Washington Post, Middle East Forum, MSNBC, Richard Perle, Phil Donahue
Timeline Tags: Domestic Propaganda
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