Other administrations had made sporadic, small-scale attempts to build relationships with the occasional military analyst. But these were trifling compared with what Ms. Clarke’s team had in mind. Don Meyer, an aide to Ms. Clarke, said a strategic decision was made in 2002 to make the analysts the main focus of the public relations push to construct a case for war. Journalists were secondary. “We didn’t want to rely on them to be our primary vehicle to get information out,” Mr. Meyer said.
The Pentagon’s regular press office would be kept separate from the military analysts. The analysts would instead be catered to by a small group of political appointees, with the point person being Brent T. Krueger, another senior aide to Ms. Clarke. The decision recalled other administration tactics that subverted traditional journalism. Federal agencies, for example, have paid columnists to write favorably about the administration. They have distributed to local TV stations hundreds of fake news segments with fawning accounts of administration accomplishments. The Pentagon itself has made covert payments to Iraqi newspapers to publish coalition propaganda.
Rather than complain about the “media filter,” each of these techniques simply converted the filter into an amplifier. This time, Mr. Krueger said, the military analysts would in effect be “writing the op-ed” for the war.
Assembling the Team
From the start, interviews show, the White House took a keen interest in which analysts had been identified by the Pentagon, requesting lists of potential recruits, and suggesting names. Ms. Clarke’s team wrote summaries describing their backgrounds, business affiliations and where they stood on the war.
“Rumsfeld ultimately cleared off on all invitees,” said Mr. Krueger, who left the Pentagon in 2004. (Through a spokesman, Mr. Rumsfeld declined to comment for this article.)
Over time, the Pentagon recruited more than 75 retired officers, although some participated only briefly or sporadically. The largest contingent was affiliated with Fox News, followed by NBC and CNN, the other networks with 24-hour cable outlets. But analysts from CBS and ABC were included, too. Some recruits, though not on any network payroll, were influential in other ways — either because they were sought out by radio hosts, or because they often published op-ed articles or were quoted in magazines, Web sites and newspapers. At least nine of them have written op-ed articles for The Times.
The group was heavily represented by men involved in the business of helping companies win military contracts. Several held senior positions with contractors that gave them direct responsibility for winning new Pentagon business. James Marks, a retired Army general and analyst for CNN from 2004 to 2007, pursued military and intelligence contracts as a senior executive with McNeil Technologies. Still others held board positions with military firms that gave them responsibility for government business. General McInerney, the Fox analyst, for example, sits on the boards of several military contractors, including Nortel Government Solutions, a supplier of communication networks.
Several were defense industry lobbyists, such as Dr. McCausland, who works at Buchanan Ingersoll & Rooney, a major lobbying firm where he is director of a national security team that represents several military contractors. “We offer clients access to key decision makers,” Dr. McCausland’s team promised on the firm’s Web site.
Dr. McCausland was not the only analyst making this pledge. Another was Joseph W. Ralston, a retired Air Force general. Soon after signing on with CBS, General Ralston was named vice chairman of the Cohen Group, a consulting firm headed by a former defense secretary, William Cohen, himself now a “world affairs” analyst for CNN. “The Cohen Group knows that getting to ‘yes’ in the aerospace and defense market — whether in the United States or abroad — requires that companies have a thorough, up-to-date understanding of the thinking of government decision makers,” the company tells prospective clients on its Web site.
There were also ideological ties.
Two of NBC’s most prominent analysts, Barry R. McCaffrey and the late Wayne A. Downing, were on the advisory board of the Committee for the Liberation of Iraq, an advocacy group created with White House encouragement in 2002 to help make the case for ousting Saddam Hussein. Both men also had their own consulting firms and sat on the boards of major military contractors.
Many also shared with Mr. Bush’s national security team a belief that pessimistic war coverage broke the nation’s will to win in Vietnam, and there was a mutual resolve not to let that happen with this war.
This was a major theme, for example, with Paul E. Vallely, a Fox News analyst from 2001 to 2007. A retired Army general who had specialized in psychological warfare, Mr. Vallely co-authored a paper in 1980 that accused American news organizations of failing to defend the nation from “enemy” propaganda during Vietnam.
“We lost the war — not because we were outfought, but because we were out Psyoped,” he wrote. He urged a radically new approach to psychological operations in future wars — taking aim at not just foreign adversaries but domestic audiences, too. He called his approach “MindWar” — using network TV and radio to “strengthen our national will to victory.”
The Selling of the War
From their earliest sessions with the military analysts, Mr. Rumsfeld and his aides spoke as if they were all part of the same team.
In interviews, participants described a powerfully seductive environment — the uniformed escorts to Mr. Rumsfeld’s private conference room, the best government china laid out, the embossed name cards, the blizzard of PowerPoints, the solicitations of advice and counsel, the appeals to duty and country, the warm thank you notes from the secretary himself.
“Oh, you have no idea,” Mr. Allard said, describing the effect. “You’re back. They listen to you. They listen to what you say on TV.” It was, he said, “psyops on steroids” — a nuanced exercise in influence through flattery and proximity. “It’s not like it’s, ‘We’ll pay you $500 to get our story out,’ ” he said. “It’s more subtle.”
The access came with a condition. Participants were instructed not to quote their briefers directly or otherwise describe their contacts with the Pentagon.
In the fall and winter leading up to the invasion, the Pentagon armed its analysts with talking points portraying Iraq as an urgent threat. The basic case became a familiar mantra: Iraq possessed chemical and biological weapons, was developing nuclear weapons, and might one day slip some to Al Qaeda; an invasion would be a relatively quick and inexpensive “war of liberation.”
At the Pentagon, members of Ms. Clarke’s staff marveled at the way the analysts seamlessly incorporated material from talking points and briefings as if it was their own.
“You could see that they were messaging,” Mr. Krueger said. “You could see they were taking verbatim what the secretary was saying or what the technical specialists were saying. And they were saying it over and over and over.” Some days, he added, “We were able to click on every single station and every one of our folks were up there delivering our message. You’d look at them and say, ‘This is working.’ ”
On April 12, 2003, with major combat almost over, Mr. Rumsfeld drafted a memorandum to Ms. Clarke. “Let’s think about having some of the folks who did such a good job as talking heads in after this thing is over,” he wrote.
By summer, though, the first signs of the insurgency had emerged. Reports from journalists based in Baghdad were increasingly suffused with the imagery of mayhem.
The Pentagon did not have to search far for a counterweight.
It was time, an internal Pentagon strategy memorandum urged, to “re-energize surrogates and message-force multipliers,” starting with the military analysts.
The memorandum led to a proposal to take analysts on a tour of Iraq in September 2003, timed to help overcome the sticker shock from Mr. Bush’s request for $87 billion in emergency war financing.
The group included four analysts from Fox News, one each from CNN and ABC, and several research-group luminaries whose opinion articles appear regularly in the nation’s op-ed pages.
The trip invitation promised a look at “the real situation on the ground in Iraq.”
The situation, as described in scores of books, was deteriorating. L. Paul Bremer III, then the American viceroy in Iraq, wrote in his memoir, “My Year in Iraq,” that he had privately warned the White House that the United States had “about half the number of soldiers we needed here.”
“We’re up against a growing and sophisticated threat,” Mr. Bremer recalled telling the president during a private White House dinner.
That dinner took place on Sept. 24, while the analysts were touring Iraq.
Yet these harsh realities were elided, or flatly contradicted, during the official presentations for the analysts, records show. The itinerary, scripted to the minute, featured brief visits to a model school, a few refurbished government buildings, a center for women’s rights, a mass grave and even the gardens of Babylon.
Mostly the analysts attended briefings. These sessions, records show, spooled out an alternative narrative, depicting an Iraq bursting with political and economic energy, its security forces blossoming. On the crucial question of troop levels, the briefings echoed the White House line: No reinforcements were needed. The “growing and sophisticated threat” described by Mr. Bremer was instead depicted as degraded, isolated and on the run.
“We’re winning,” a briefing document proclaimed.
One trip participant, General Nash of ABC, said some briefings were so clearly “artificial” that he joked to another group member that they were on “the George Romney memorial trip to Iraq,” a reference to Mr. Romney’s infamous claim that American officials had “brainwashed” him into supporting the Vietnam War during a tour there in 1965, while he was governor of Michigan.
But if the trip pounded the message of progress, it also represented a business opportunity: direct access to the most senior civilian and military leaders in Iraq and Kuwait, including many with a say in how the president’s $87 billion would be spent. It also was a chance to gather inside information about the most pressing needs confronting the American mission: the acute shortages of “up-armored” Humvees; the billions to be spent building military bases; the urgent need for interpreters; and the ambitious plans to train Iraq’s security forces.
Information and access of this nature had undeniable value for trip participants like William V. Cowan and Carlton A. Sherwood.
Mr. Cowan, a Fox analyst and retired Marine colonel, was the chief executive of a new military firm, the wvc3 Group. Mr. Sherwood was its executive vice president. At the time, the company was seeking contracts worth tens of millions to supply body armor and counterintelligence services in Iraq. In addition, wvc3 Group had a written agreement to use its influence and connections to help tribal leaders in Al Anbar Province win reconstruction contracts from the coalition.
“Those sheiks wanted access to the C.P.A.,” Mr. Cowan recalled in an interview, referring to the Coalition Provisional Authority.
Mr. Cowan said he pleaded their cause during the trip. “I tried to push hard with some of Bremer’s people to engage these people of Al Anbar,” he said.
Back in Washington, Pentagon officials kept a nervous eye on how the trip translated on the airwaves. Uncomfortable facts had bubbled up during the trip. One briefer, for example, mentioned that the Army was resorting to packing inadequately armored Humvees with sandbags and Kevlar blankets. Descriptions of the Iraqi security forces were withering. “They can’t shoot, but then again, they don’t,” one officer told them, according to one participant’s notes.
“I saw immediately in 2003 that things were going south,” General Vallely, one of the Fox analysts on the trip, recalled in an interview with The Times.
The Pentagon, though, need not have worried.
“You can’t believe the progress,” General Vallely told Alan Colmes of Fox News upon his return. He predicted the insurgency would be “down to a few numbers” within months.
“We could not be more excited, more pleased,” Mr. Cowan told Greta Van Susteren of Fox News. There was barely a word about armor shortages or corrupt Iraqi security forces. And on the key strategic question of the moment — whether to send more troops — the analysts were unanimous.
“I am so much against adding more troops,” General Shepperd said on CNN.
Access and Influence
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Inside the Pentagon and at the White House, the trip was viewed as a masterpiece in the management of perceptions, not least because it gave fuel to complaints that “mainstream” journalists were ignoring the good news in Iraq.
“We’re hitting a home run on this trip,” a senior Pentagon official wrote in an e-mail message to Richard B. Myers and Peter Pace, then chairman and vice chairman of the Joint Chiefs of Staff.
Its success only intensified the Pentagon’s campaign. The pace of briefings accelerated. More trips were organized. Eventually the effort involved officials from Washington to Baghdad to Kabul to Guantánamo and back to Tampa, Fla., the headquarters of United States Central Command.
The scale reflected strong support from the top. When officials in Iraq were slow to organize another trip for analysts, a Pentagon official fired off an e-mail message warning that the trips “have the highest levels of visibility” at the White House and urging them to get moving before Lawrence Di Rita, one of Mr. Rumsfeld’s closest aides, “picks up the phone and starts calling the 4-stars.”
Mr. Di Rita, no longer at the Defense Department, said in an interview that a “conscious decision” was made to rely on the military analysts to counteract “the increasingly negative view of the war” coming from journalists in Iraq. The analysts, he said, generally had “a more supportive view” of the administration and the war, and the combination of their TV platforms and military cachet made them ideal for rebutting critical coverage of issues like troop morale, treatment of detainees, inadequate equipment or poorly trained Iraqi security forces. “On those issues, they were more likely to be seen as credible spokesmen,” he said.
For analysts with military industry ties, the attention brought access to a widening circle of influential officials beyond the contacts they had accumulated over the course of their careers.
Charles T. Nash, a Fox military analyst and retired Navy captain, is a consultant who helps small companies break into the military market. Suddenly, he had entree to a host of senior military leaders, many of whom he had never met. It was, he said, like being embedded with the Pentagon leadership. “You start to recognize what’s most important to them,” he said, adding, “There’s nothing like seeing stuff firsthand.”
Some Pentagon officials said they were well aware that some analysts viewed their special access as a business advantage. “Of course we realized that,” Mr. Krueger said. “We weren’t naïve about that.”
They also understood the financial relationship between the networks and their analysts. Many analysts were being paid by the “hit,” the number of times they appeared on TV. The more an analyst could boast of fresh inside information from high-level Pentagon “sources,” the more hits he could expect. The more hits, the greater his potential influence in the military marketplace, where several analysts prominently advertised their network roles.
“They have taken lobbying and the search for contracts to a far higher level,” Mr. Krueger said. “This has been highly honed.”
Mr. Di Rita, though, said it never occurred to him that analysts might use their access to curry favor. Nor, he said, did the Pentagon try to exploit this dynamic. “That’s not something that ever crossed my mind,” he said. In any event, he argued, the analysts and the networks were the ones responsible for any ethical complications. “We assume they know where the lines are,” he said.
The analysts met personally with Mr. Rumsfeld at least 18 times, records show, but that was just the beginning. They had dozens more sessions with the most senior members of his brain trust and access to officials responsible for managing the billions being spent in Iraq. Other groups of “key influentials” had meetings, but not nearly as often as the analysts.
