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Profile: Public Relations Society of America (PRSA)
Public Relations Society of America (PRSA) was a participant or observer in the following events:
Stations such as Los Angeles’s KABC-TV routinely re-edit graphics to fit their own formatting. The graphic on the left was part of a VNR produced by a private firm; on the right is KABC’s edited graphic. [Source: PRWatch (.org)] (click image to enlarge)An investigation by the New York Times reveals that the government’s use of “video news releases,” or so-called “fake news” reports provided by the government and presented to television news viewers as real news (see March 15, 2004), has been used by far more government agencies than previously reported. The Times report finds that VNRs from the State Department, the Transportation Security Administration (TSA), and the Agriculture Department are among the agencies providing VNRs to local television news broadcasters. Previous media reports focused largely on the VNRs provided by the Department of Health and Human Services to tout the Bush administration’s Medicare proposals. The Times finds that “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.… Many were subsequently broadcast on local stations across the country without any acknowledgement of the government’s role in their production.… [T]he [Bush] 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.”
VNRs Presented as Actual News - While government VNRs are generally labeled as being government productions on the film canister or video label, the VNRs themselves are designed, the Times writes, “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.” The VNRs often feature highly choreographed “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.”
Benefits to All except News Consumers - The Times explains how VNRs benefit the Bush administration, private public relations firms, networks, and local broadcasters: “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.” News viewers, however, receive propaganda messages masquerading as real, supposedly impartial news reports.
Ducking Responsibility - Administration officials deny any responsibility for the use of VNRs as “real” news. “Talk to the television stations that ran it without attribution,” says William Pierce, a spokesman for the Department of Health and Human Services. “This is not our problem. We can’t be held responsible for their actions.” But the Government Accountability Office (GAO) has disagreed, calling the use of government-produced VNRs “covert propaganda” because news viewers do not know that the segments they are watching are government productions (see May 19, 2004). However, the Office of Management and Budget (OMB) and the Justice Department (see March 2005) have called the practice legal, and instructed executive branch agencies to merely ignore the GAO findings.
Creative Editing - The Times gives an example of how seamlessly government-produced propaganda can be transformed into seemingly real news segments. In one segment recently provided by the Agriculture Department, the agency’s narrator ends the segment by saying, “In Princess Anne, Maryland, I’m Pat O’Leary reporting for the US Department of Agriculture.” The segment is distributed by AgDay, a syndicated farm news program shown on some 160 stations; the segment is introduced as being by “AgDay’s Pat O’Leary.” The final sentence was edited to state: “In Princess Anne, Maryland, I’m Pat O’Leary reporting.” Final result: viewers are unaware that the AgDay segment is actually an Agriculture Department production. AgDay executive producer Brian Conrady defends the practice: “We can clip ‘Department of Agriculture’ at our choosing. The material we get from the [agency], if we choose to air it and how we choose to air it is our choice.” The public relations industry agrees with Conrady; many large PR firms produce VNRs both for government and corporate use, and the Public Relations Society of America gives an annual award, the Bronze Anvil, for the year’s best VNR.
Complicity by News Broadcasters - Several major television networks help distribute VNRs. Fox News has a contract with PR firm Medialink to distribute VNRs to 130 affiliates through its video feed service, Fox News Edge. CNN distributes VNRs to 750 stations in the US and Canada through its feed service, CNN Newsource. The Associated Press’s television news distributor does the same with its Global Video Wire. Fox News Edge director David Winstrom says: “We look at them and determine whether we want them to be on the feed. If I got one that said tobacco cures cancer or something like that, I would kill it.” TVA Productions, a VNR producer and distributor, says in a sales pitch to potential clients, “No TV news organization has the resources in labor, time or funds to cover every worthy story.” Almost “90 percent of TV newsrooms now rely on video news releases,” it claims. The reach can be enormous. Government-produced VNRs from the Office of National Drug Control Policy reached some 22 million households over 300 news stations. And news stations often re-record the voiceover of VNRs by their own reporters, adding to the illusion that their own reporters, and not government or PR employees, are doing the actual reporting.
Office of Broadcasting Services - The State Department’s Office of Broadcasting Services (OBS) employs around 30 editors and technicians, who before 2002 primarily distributed video from news conferences. But in early 2002, the OBS began working with close White House supervision to produce narrated feature reports promoting American policies and achievements in Afghanistan and Iraq, and supporting the Bush administration’s rationale for invading those countries. Between 2002 and now, the State Department has produced 59 such segments, which were distributed to hundreds of domestic and international television broadcasters. The State Department says that US laws prohibiting the domestic dissemination of propaganda don’t apply to the OBS. Besides, says State Department spokesman Richard Boucher: “Our goal is to put out facts and the truth. We’re not a propaganda agency.” State Department official Patricia Harrison told Congress last year that such “good news” segments are “powerful strategic tools” for influencing public opinion. The Times reports that “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.” One June 2003 VNR produced by the OBS depicts US efforts to distribute food and water to the people of southern Iraq. The unidentified narrator condluded, “After living for decades in fear, they are now receiving assistance—and building trust—with their coalition liberators.” OBS produced several segments about the liberation of Afghan women; a January 2003 memo called the segments “prime example[s]” of how “White House-led efforts could facilitate strategic, proactive communications in the war on terror.” OBS typically distributes VNRs through international news organizations such as Reuters and the Associated Press, which then distribute them to major US networks, which in turn transmit them to local affiliates.
The Pentagon Channel and 'Hometown News' - In 2004, the Defense Department began providing The Pentagon Channel, formerly an in-house service, to cable and satellite operators in the US. The content is provided by Pentagon public relations specialists who produce “news reports” identical to those produced by local and national news broadcasters. And the content is free. The Pentagon Channel’s content is supplemented by the Army and Air Force Hometown News Service (HNS), a 40-man unit that produces VNRs for local broadcasters focusing on the accomplishments of “hometown” soldiers. Deputy director Larry Gilliam says of the service, “We’re the ‘good news’ people.” Their reports, tailored for specific local stations, reached 41 million households in 2004. But the service’s VNRs sometimes go beyond celebrating a hometown hero. Weeks after the Abu Ghraib scandal broke, HNS released a VNR that lauded the training of military policemen at Missouri’s Fort Leonard Wood, where many of the MPs involved in the scandal were trained. “One of the most important lessons they learn is to treat prisoners strictly but fairly,” the “reporter” in the segment says. A trainer tells the narrator that MPs are taught to “treat others as they would want to be treated.” Gilliam says the MP report had nothing to do with the Pentagon’s desire to defend itself from accusations of mistreatment and prisoner abuse. “Are you saying that the Pentagon called down and said, ‘We need some good publicity?’” Gilliam asks the Times reporter. He answers his own question, “No, not at all.” [New York Times, 3/13/2005]
Congress Bans Use of Government VNRs - Two months after the Times article is published, Congress will ban the use of government VNRs for propaganda purposes (see May 2005).
Entity Tags: Brian Conrady, Transportation Security Administration, Richard A. Boucher, Reuters, Associated Press, US Department of Agriculture, US Department of Defense, US Department of Health and Human Services, AgDay, Army and Air Force Hometown News Service, William Pierce, US Department of Justice, US Department of State, Pentagon Channel, US Census Bureau, Pat O’Leary, David Winstrom, Fort Leonard Wood, Patricia Harrison, Bush administration (43), CNN, Fox News, Public Relations Society of America, Larry Gilliam, Office of Management and Budget, Office of National Drug Control Policy, Office of Broadcasting Services, Government Accountability Office, Medialink, New York Times
Timeline Tags: Domestic Propaganda
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