In October of 2003, the White House embarked on a public relations campaign that represented a new approach in trying to bolster public support in the U.S. for the Iraq War. Absent any discovery of Weapons of Mass Destruction (WMDs), White House public relations have focused on a media approach that is an attempt to sidestep the White House press corps. The new public relations approach focuses on local media, including newspapers, speeches, and local television broadcasts. The new public relations approach was implemented due to concerns that the Bush administration ôhas not had an aggressive enough communications strategy on Iraqö (Bash 2003, 2). This analysis will discuss the elements of this new approach to public relations on Iraq, including a measure of its impact and effectiveness.
In light of President BushÆs main justification for military intervention in Iraq lacking credibility, since no WMDs were found, and due to continual attacks on U.S. troops, Congressional Republicans have urged the White House to improve its communications and public relations regarding Iraq. Because of this, the Bush administration embarked on a public relations campaign modeled on Bill ClintonÆs successful use of local media to win support for his policies. The local public relations campaign involved interviews with individuals such as President Bush, National Security Adviser Condoleezza Rice, and Vice President Dick Cheney discussing the need for U.S. intervention in Iraq to undermine the potential threat that was posed to the U.S. and other nations by Saddam Hussein. The local campaign also aimed at promoting local contributions to the Iraq effort, such as the service of local National Guardsmen or active duty officers. As White House Communications Director Dan Bartlett said of the campaignÆs aims and features, ôA large part of this strategy is to employ local media and local stories and l
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