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Profile: Roxie Merritt
Roxie Merritt was a participant or observer in the following events:
A portion of Merritt’s e-mail discussing a ‘core group’ of analysts to ‘carry our water.’ [Source: US Department of Defense] (click image to enlarge)Pentagon official Roxie Merritt, the Director of Press Operations, sends a memo to several top Pentagon officials, including Larry Di Rita, the top public relations aide to Defense Secretary Donald Rumsfeld. The memo reports on Merritt’s conclusions and proposals in the aftermath of a Pentagon-sponsored trip to Iraq by a number of military analysts. The trip is part of the Pentagon’s propaganda operation, which uses retired military officers to go on broadcast news shows and promote the administration’s Iraq policies (see April 20, 2008 and Early 2002 and Beyond). The memo is in several sections:
'Background' - “One of the most interesting things coming from this trip to Iraq with the media analysts has been learning how their jobs have been undergoing a metamorphosis. There are several reasons behind the morph… with an all voluntary military, no one in the media has current military background. Additionally we have been doing a good job of keeping these guys informed so they have ready answers when the networks come calling.”
'Current Issues' - “The key issue here is that more and more, media analysts are having a greater impact on the television media network coverage of military issues. They have now become the go to guys not only for breaking stories, but they influence the views on issues. They also have a huge amount of influence on what stories the network decides to cover proactively with regard to the military…”
'Recommendation' - “1.) I recommend we develop a core group from within our media analyst list of those that we can count on to carry our water. They become part of a ‘hot list’ of those that we immediately make calls to or put on an email distro [distribution] list before we contact or respond to media on hot issues. We can also do more proactive engagement with this list and give them tips on what stories to focus on and give them heads up on issues as they are developing. By providing them with key and valuable information, they become the key go to guys for the networks and it begins to weed out the less reliably friendly analysts by the networks themselves…
3.) Media ops and outreach can work on a plan to maximize use of the analysts and figure out a system by which we keep our most reliably friendly analysts plugged in on everything from crisis response to future plans. This trusted core group will be more than willing to work closely with us because we are their bread and butter and the more they know, the more valuable they are to the networks…
5.) As evidenced by this analyst trip to Iraq, the synergy of outreach shops and media ops working together on these types of projects is enormous and effective. Will continue to exam [sic] ways to improve processes.”
Response from Di Rita - Di Rita is impressed. He replies, “This is a thoughtful note… I think it makes a lot of sense to do as you suggest and I guess I thought we were already doing a lot of this in terms of quick contact, etc… We ought to be doing this, though, and we should not make the list too small…” In 2008, Salon commentator Glenn Greenwald will sum up the plan: “So the Pentagon would maintain a team of ‘military analysts’ who reliably ‘carry their water—yet who were presented as independent analysts by the television and cable networks. By feeding only those pro-government sources key information and giving them access—even before responding to the press—only those handpicked analysts would be valuable to the networks, and that, in turn, would ensure that only pro-government sources were heard from. Meanwhile, the ‘less reliably friendly’ ones—frozen out by the Pentagon—would be ‘weeded out’ by the networks (see May 10-11, 2007). The pro-government military analysts would do what they were told because the Pentagon was ‘their bread and butter.’ These Pentagon-controlled analysts were used by the networks not only to comment on military matters—and to do so almost always unchallenged—but also even to shape and mold the networks’ coverage choices.” [Salon, 5/10/2008]
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