In today’s seminar (19.01.11) we discussed the ethics and issues around media relations when (particularly western) countries go to war. PR is not a new thing in warfare – winning the hearts and minds of your own people whilst striking terror into your enemy’s has always been central to military success. Modern warfare, it would seem, is no different.
With the end of the Cold War, western democracies can no longer rely on small matters like opposing cultural, economic and social values to exercise military force. Would-be-invaders wishing to invade another now have to develop an integrated media campaign to accompany their planned offensive.
Therefore, with tongue firmly rammed in cheek, I have put together 'WarSpin: A How to Guide' for any budding leader of the western world wishing to go to war with the public and the media on side:
Create a the Perception of a Real Threat to Citizens
It is important that the public believe the threat to their nation / way of life is culpable. With the advent of super weapons, this has become very easy - simply supply the media with grainy bird’s eye views of buildings in the desert with the caption ‘Suspected Weapons facility’. To add weight, persuade a respected academic in the field to put together a paper agreeing with your observations. Please note, whilst this works a lot more effectively with media outlets than the UN.
Make Journalists Feel Special
Select the top foreign correspondents from the leading media outlets and offer them undisclosed access to the latest developments of the conflict. Once their egos have been sufficiently massaged, place them in a bunker where they can be fed positive news stories.
Stir Up Patriotic Sentiment
This can be done on two fronts: Positive and Negative. When describing the conflict, use phrases like ‘protecting our way of life’ to justify the conflict – this will ensure a positive togetherness. When referring to those who oppose the conflict, they should be referred to as ‘unpatriotic’ and if a whole country decides to oppose the offensive, try to remove references to them in the cultural landscape. For instance, French Fries can become Freedom Fries
Use Buzz Words
Using buzz words is a really great way to ensure your media releases can be easily understood. Using Words like ‘Rogue State’, ‘Axis of Evil’, to describe your chosen country, and acronyms often help editors when column inches are scarce eg. Weapons of Mass Destruction can be easily abbreviated to ‘WMDs’.
