Submitted by Diane Farsetta on
The U.S.-led military force in Iraq is asking for bids on a two-year, $20 million PR contract. The goal is "to effectively communicate Iraqi government and coalition's goals, and build support among our strategic audiences." The work includes monitoring "Iraqi, pan-Arabic, international and U.S. national and regional markets media in both Arabic and English," including U.S. TV, wire services and newspapers like the New York Times, Washington Post and Los Angeles Times. News of "security, reconstruction activities, 'high profile' coalition force activities and events in which Iraqi security forces are 'in the lead'" will receive special attention. An anonymous PR practitioner told the Post that military commanders want news "to be received by audiences as it is transmitted ... they don't like how it turns out." O'Dwyer's PR Daily reports that the contract is currently held by the Rendon Group, and "appears to mirror efforts initially handled by the Lincoln Group."
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cmalin replied on Permalink
The army's dilemma
This sums up the army's dilemma nicely. Given the seriousness of its endeavours in Iraq, there is no doubt that good communications are called for. However, one has to wonder what defines 'good communications' in the circumstances and what expectations will be set as a result. The military wants to build support among persistently skeptical Arab audiences, but doesn't want its story diluted by Arab opinion, which is a simple fact of life if it wants to engage with the Arab media.
Carrington Malin, Dubai-based PR consultant