http://news.yahoo.com/s/afp/20061030/pl_afp/usiraqpolitics_061030202833Pentagon mounts public affairs ops to counter bad news, exploit "new media"
by Jim Mannion
Mon Oct 30, 3:28 PM ET
WASHINGTON (AFP) - The Pentagon is expanding its public affairs operations to counter "inaccurate" news stories and editorials and exploit "new media" to get its message out, its chief spokesman said, denying the effort was linked to the US elections.
The initiative comes amid plummeting domestic support for the war in Iraq and just before crucial mid-term congressional elections in which opposition Democrats are contesting Republican control of the Congress.
Eric Ruff, the Pentagon press secretary, insisted that the new public affairs program was not prompted by either the elections or polls showing that only about 37 percent believe the war is going well.
"What were looking at doing is, 'How can we get better, how can we get faster, how can we transform public affairs?'," he told reporters.
"And we're looking at being quicker to respond to breaking news. Being quicker to respond, frankly, to inaccurate statements," he said.
"And we're looking at this whole issue of new media -- podcasting, and IM-ing and all those kinds of things, where people are basically running circles inside us," he said.
Ruff disclosed the expanded operations after questions were raised about a wall being built in the Pentagon press operations center that will separate the new unit from Pentagon public affairs officials who deal with the media.
He denied that the intent of the new operation was to go around the mainstream news media.
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"Information operations" is a military term used to describe propaganda aimed at influencing foreign publics. Traditional Pentagon public affairs, on the other hand, is bound by laws that prohibit propagandizing of Americans.
Asked whether the new Pentagon operations fell under the category of "information operations," Ruff said, "I've not looked at it that way at all."
"I've looked at it as getting better at what we do, from the standpoint of taking advantage of technology, of setting the record straight from a public affairs position," he said.