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Profile: Brent T. Krueger
Brent T. Krueger was a participant or observer in the following events:
Pentagon chief of public relations Victoria Clarke. [Source: Department of Defense]While detailed plans for the upcoming invasion of Iraq are well underway, the administration realizes that the American people are not strongly behind such an invasion. They aren’t convinced that Saddam Hussein was responsible for the 9/11 attacks, and unsure about Iraq having weapons of mass destruction. White House and Pentagon officials decide that using retired military officers as “independent military analysts” in the national media can help change hearts and minds (see April 20, 2008). Assistant secretary of defense for public affairs Victoria “Torie” Clarke, a former public relations executive, intends to achieve what she calls “information dominance.” The news culture is saturated by “spin” and combating viewpoints; Clarke argues that opinions are most swayed by voices seen as authoritative and completely independent. Clarke has already put together a system within the Pentagon to recruit what she calls “key influentials,” powerful and influential people from all areas who, with the proper coaching, can generate support for Defense Secretary Donald Rumsfeld’s agenda. After 9/11, when each of the news networks rushed to land its own platoon of retired military officers to provide commentary and analysis, Clarke saw an opportunity: such military analysts are the ultimate “key influentials,” having tremendous authority and credibility with average Americans. They often get more airtime than network reporters, Clarke notes. More importantly, they are not just explaining military minutiae, but telling viewers how to interpret events. Best of all, while they are in the news media, they are not creatures of the media. Reporter David Barstow will write in 2008, “They were military men, many of them ideologically in sync with the administration’s neoconservative brain trust, many of them important players in a military industry anticipating large budget increases to pay for an Iraq war.” And even those without such ties tended to support the military and the government. Retired Army general and ABC analyst William Nash will say: “It is very hard for me to criticize the United States Army. It is my life.”
'Writing the Op-Ed' for the War - As a result, according to Clarke’s aide Don Meyer, Clarke decides to make the military analysts the main focus of the public relations push to build a case for invading Iraq. They, not journalists, will “be our primary vehicle to get information out,” Meyer recalls. The military analysts are not handled by the Pentagon’s regular press office, but are lavished with attention and “perks” in a separate office run by another aide to Clarke, Brent Krueger. According to Krueger, the military analysts will, in effect, be “writing the op-ed” for the war.
Working in Tandem with the White House - The Bush administration works closely with Clarke’s team from the outset. White House officials request lists of potential recruits for the team, and suggests names for the lists. Clarke’s team writes summaries of each potential analyst, describing their backgrounds, business and political affiliations, and their opinions on the war. Rumsfeld has the final say on who is on the team: “Rumsfeld ultimately cleared off on all invitees,” Krueger will say. Ultimately, the Pentagon recruits over 75 retired officers, though some only participate briefly or sporadically.
Saturation Coverage on Cable - The largest contingent of analysts is affiliated with Fox News, followed by NBC and CNN, the networks with 24-hour cable news coverage. Many analysts work for ABC and CBS as well. Many also appear on radio news and talk broadcasts, publish op-ed articles in newspapers, and are quoted in press reports, magazine articles, and in Web sites and blogs. Barstow, a New York Times reporter, will note that “[a]t least nine of them have written op-ed articles for The Times.”
Representing the Defense Industry - Many of the analysts have close ties with defense contractors and/or lobbying firms involved in helping contractors win military contracts from the Pentagon:
Retired Army general James Marks, who begins working as an analyst for CNN in 2004 (until his firing three years later—see July 2007) is a senior executive with McNeil Technologies, and helps that firm land military and intelligence contracts from the government.
Thomas McInerney, a retired Air Force general and Fox News analyst, sits on the boards of several military contractors.
CBS military analyst Jeffrey McCausland is a lobbyist for Buchanan Ingersoll & Rooney, a major lobbying firm where he is director of a national security team that represents several military contractors. His team proclaims on the firm’s Web site, “We offer clients access to key decision makers.”
Shortly after signing with CBS, retired Air Force general Joseph Ralston became vice chairman of the Cohen Group, a consulting firm headed by former Defense Secretary William Cohen (also an analyst for CNN). The Cohen Group says of itself on its Web site, “The Cohen Group knows that getting to ‘yes’ in the aerospace and defense market—whether in the United States or abroad—requires that companies have a thorough, up-to-date understanding of the thinking of government decision makers.”
Ideological Ties - Many military analysts have political and ideological ties to the Bush administration and its supporters. These include:
Two of NBC’s most familiar analysts, retired generals Barry McCaffrey and Wayne Downing, are on the advisory board of the Committee for the Liberation of Iraq, an advocacy group created with White House encouragement in 2002 to push for the overthrow of Saddam Hussein. [New York Times, 4/20/2008] Additionally, McCaffrey is chief of BR McCaffrey Associates, which “provides strategic, analytic, and advocacy consulting services to businesses, non-profits, governments, and international organizations.” [Washington Post, 4/21/2008] Other members include senators John McCain (R-AZ) and Joseph Lieberman (D-CT), and prominent neoconservatives Richard Perle and William Kristol. [Truthout (.org), 4/28/2008] Both McCaffrey and Downing head their own consulting firms and are board members of major defense contractors.
Retired Army general Paul Vallely, a Fox News analyst from 2001 through 2007, shares with the Bush national security team the belief that the reason the US lost in Vietnam was due to negative media coverage, and the commitment to prevent that happening with the Iraq war. In 1980, Vallely co-wrote a paper accusing the US press of failing to defend the nation from what he called “enemy” propaganda—negative media coverage—during the Vietnam War. “We lost the war—not because we were outfought, but because we were out Psyoped,” he wrote. Vallely advocated something he called “MindWar,” an all-out propaganda campaign by the government to convince US citizens of the need to support a future war effort. Vallely’s “MindWar” would use network TV and radio to “strengthen our national will to victory.” [New York Times, 4/20/2008]
Ironically, Clarke herself will eventually leave the Pentagon and become a commentator for ABC News. [Democracy Now!, 4/22/2008]
Seducing the Analysts - Analysts describe a “powerfully seductive environment,” in Barstow’s words, created for them in the Pentagon: the uniformed escorts to Rumsfeld’s private conference room, lavish lunches served on the best government china, embossed name cards, “blizzard[s] of PowerPoints, the solicitations of advice and counsel, the appeals to duty and country, the warm thank you notes from the secretary himself.” Former NBC analyst Kenneth Allard, who has taught information warfare at the National Defense University, says: “[Y]ou have no idea. You’re back. They listen to you. They listen to what you say on TV.” Allard calls the entire process “psyops on steroids,” using flattery and proximity to gain the desired influence and effect. “It’s not like it’s, ‘We’ll pay you $500 to get our story out,’” Allard says. “It’s more subtle.”
Keeping Pentagon Connections Hidden - In return, the analysts are instructed not to quote their briefers directly or to mention their contacts with the Pentagon. The idea is always to present a facade of independent thought. One example is the analysts’ almost perfect recitation of Pentagon talking points during a fall and winter 2002 PR campaign (see Fall and Winter 2002). [New York Times, 4/20/2008]
Entity Tags: Richard Perle, Paul Vallely, Thomas G. McInerney, William S. Cohen, Wayne Downing, US Department of Defense, William Nash, William Kristol, New York Times, Joseph Ralston, Kenneth Allard, CBS News, Bush administration (43), Brent T. Krueger, Barry McCaffrey, ABC News, CNN, Committee for the Liberation of Iraq, David Barstow, Don Meyer, Joseph Lieberman, John McCain, NBC, Jeffrey McCausland, Fox News, Donald Rumsfeld, James Marks, Victoria (“Torie”) Clarke
Timeline Tags: US Military, Events Leading to Iraq Invasion, Domestic Propaganda
As the administration’s push to convince Americans that the Iraq war is necessary is reaching its height, the Pentagon sends its military analysts out to the television networks and the press (see April 20, 2008 and Early 2002 and Beyond) with talking points portraying Iraq as an imminent threat. The analysts are to emphasize that Iraq has chemical and biological weapons that it can and will use, that it is developing nuclear weapons, and that it is sure to provide these weapons to al-Qaeda. A military invasion, the talking points state, is not only a necessity, but will be a relatively quick, relatively bloodless, and relatively inexpensive “war of liberation.” Pentagon public relations chief Victoria Clarke and her staff are thrilled at how well the analysts incorporate Pentagon talking points into their own presentations. Clarke’s aide Brent Krueger recalls: “You could see that they were messaging. You could see they were taking verbatim what the secretary was saying or what the technical specialists were saying. And they were saying it over and over and over.” Some days, “We were able to click on every single station and every one of our folks were up there delivering our message. You’d look at them and say, ‘This is working.’” [New York Times, 4/20/2008]
Fox analyst Paul Vallely. [Source: The Intelligence Summit]The Pentagon sends a group of retired military generals and other high-ranking officers—part of its team of “independent military analysts” (see April 20, 2008 and Early 2002 and Beyond) on a carefully arranged tour of Iraq (see Summer 2003). The idea is to have the analysts counter the negative images being reported from Iraq about the upsurge in violence from the burgeoning insurgency. The Pentagon also wants the analysts to present a positive spin on Iraq in time to bolster President Bush’s request to Congress for $87 billion in emergency war financing. The group includes four analysts from Fox News, the Pentagon’s go-to media outlet for promulgating its propaganda and spin, one analyst from CNN and ABC, and several prominent members of research groups whose opinion articles appear regularly in the editorial pages of the largest US newspapers. The Pentagon promises that the analysts will be given a look at “the real situation on the ground in Iraq.”
Two Very Different Views of Reality - While the situation is rapidly deteriorating for the US—the American administrator, L. Paul Bremer, later writes that the US only has “about half the number of soldiers we needed here,” and has told Bush, “We’re up against a growing and sophisticated threat” at a dinner party that takes place on September 24, while the analysts are in Iraq (see September 24, 2003)—the story promoted by the analysts is starkly different. Their official presentation as constructed on a minute-by-minute basis by Pentagon officials includes a tour of a model school, visits to a few refurbished government buildings, a center for women’s rights, a mass grave from the early 1990s, and a tour of Babylon’s gardens. Mostly the analysts attend briefings, where one Pentagon official after another provide them with a very different picture of Iraq. In the briefings, Iraq is portrayed as crackling with political and economic energy. Iraqi security forces are improving by the day. No more US troops are needed to combat the small number of isolated, desperate groups of thugs and petty criminals that are spearheading the ineffective insurgency, which is perpetually on the verge of being eliminated. “We’re winning,” a briefing document proclaims. ABC analyst William Nash, a retired general, later calls the briefings “artificial,” and calls the tour “the George Romney memorial trip to Iraq,” a reference to former Republican governor George Romney’s famous claim that US officials had “brainwashed” him into supporting the Vietnam War during a tour there in 1965. Yet Nash, like the other analysts, will provide the talking points the Pentagon desires to his network’s viewers. Pentagon officials worry, for a time, about whether the analysts will reveal the troubling information they learn even on such a well-groomed and micromanaged junket, including the Army’s use of packing poorly armored Humvees with sandbags and Kevlar blankets, and the almost laughably poor performance of the Iraqi security forces. One Fox analyst, retired Army general Paul Vallely, later says, “I saw immediately in 2003 that things were going south.” But the Pentagon has no need to worry about Vallely or any of the other analysts. “You can’t believe the progress,” Vallely tells Fox News host Alan Colmes upon his return. Vallely predicts that the insurgency would be “down to a few numbers” within months. William Cowan, a retired Marine colonel, tells Fox host Greta Van Susteren, “We could not be more excited, more pleased.” Few speak about armor shortages or poor performances by Iraqi security forces. And all agree with retired general Carlton Shepperd’s conclusion on CNN: “I am so much against adding more troops.”
'Home Run' - The Iraq tour is viewed as what reporter David Barstow will call “a masterpiece in the management of perceptions.” Not only does it successfully promote the administration’s views on Iraq, but it helps fuel complaints that “mainstream” journalists are ignoring what administration officials and war supporters call “the good news” in Iraq. “We’re hitting a home run on this trip,” a senior Pentagon official says in an e-mail to the chairman and vice chairman of the Joint Chiefs of Staff, Richard Myers and Peter Pace. The Pentagon quickly begins planning for future trips, not just to Iraq but to Afghanistan and Guantanamo Bay (see June 24-25, 2005) as well. These trips, and the orchestrated blitz of public relations events that follow, are strongly supported by the White House.
Countering 'Increasingly Negative View' of Occupation - Pentagon spokesman Lawrence Di Rita will later explain that a “conscious decision” was made to use the analysts to counteract what Di Rita calls “the increasingly negative view of the war” coming from journalists in Iraq. The analysts generally have “a more supportive view” of the administration and the war; and the combination of their military expertise and their tremendous visibility make them ideal for battling what Di Rita and other Pentagon and administration see as unfairly negative coverage. On issues such as troop morale, detainee interrogations, inadequate equipment, and poorly trained Iraqi forces, Di Rita will say the analysts “were more likely to be seen as credible spokesmen.”
Business Opportunities - Many of the analysts are not only in Iraq to take part in the Pentagon’s propaganda efforts, but to find out about business opportunities for the firms they represent. They meet with civilian and military leaders in Iraq and Kuwait, including many who will make decisions about how the $87 billion will be spent. The analysts gather inside information about the most pressing needs of the US military, including the acute shortage of “up-armored” Humvees, the billions needed to build new military bases, the dire shortage of translators, and the sprawling and expensive plans to train Iraqi security forces. Analysts Cowan and Sherwood are two of the analysts who have much to gain from this aspect of their tour. Cowan is the CEO of a new military firm, the wvc3 Group. Sherwood is the executive vice president of the firm. The company is seeking contracts worth tens of millions of dollars to supply body armor and counterintelligence services in Iraq. The company has a written agreement to use its influence and connections to help Iraqi tribal leaders in Al-Anbar province win reconstruction contracts from the Americans. “Those sheiks wanted access to the CPA,” Cowen later recalls, referring to the Coalition Provisional Authority. And he is determined to provide that access. “I tried to push hard with some of Bremer’s people to engage these people of Al-Anbar,” he recalls. Fox military analyst Charles Nash, a retired Navy captain, works as a consultant for small companies who want to land fat defense contracts. As a military analyst, he is able to forge ties with senior military leaders, many of whom he had never met before. It is like being “embedded” with the Pentagon leadership, he will recall. He will say, “You start to recognize what’s most important to them…. There’s nothing like seeing stuff firsthand.” An aide to the Pentagon’s chief of public relations, Brent Krueger, will recall that he and other Pentagon officials are well aware of their analysts’ use of their access as a business advantage. Krueger will say, “Of course we realized that. We weren’t naïve about that…. They have taken lobbying and the search for contracts to a far higher level. This has been highly honed.” (Di Rita will deny ever thinking that analysts might use their access to their business advantage, and will say that it is the analysts’ responsibility to comply with ethical standards. “We assume they know where the lines are,” he will say.) [New York Times, 4/20/2008]
Entity Tags: William Nash, wvc3 Group, US Department of Defense, Richard B. Myers, Peter Pace, William Cowan, Lawrence Di Rita, Coalition Provisional Authority, Charles Nash, Carlton Shepperd, CNN, Brent T. Krueger, David Barstow, ABC News, Alan Colmes, Fox News, Paul Vallely, George Romney, George W. Bush, Greta Van Susteren, L. Paul Bremer
Timeline Tags: US Military, Iraq under US Occupation, Domestic Propaganda
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