Billions to be invested into revamping America's image

by Yuliya Talmazan | February 12, 2009 at 12:35 pm

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While economic downturn is causing companies around the world to slash jobs in communications, PR and marketing, Pentagon is doing exactly the opposite. The American government is hiring 27,000 PR and advertising professionals and allocating $4.7 billion to launch a PR campaign aimed at improving the image of the U.S. at home and abroad according to the investigation conducted by The Associated Press.

An Associated Press investigation found that over the past five years, the money the military spends on winning hearts and minds at home and abroad has grown by 63 percent, to at least $4.7 billion this year, according to Department of Defense budgets and other documents. That’s almost as much as it spent on body armor for troops in Iraq and Afghanistan between 2004 and 2006.

This year, the Pentagon will employ 27,000 people just for recruitment, advertising and public relations — almost as many as the total 30,000-person work force in the State Department.

n a yearlong investigation, The Associated Press interviewed more than 100 people and scoured more than 100,000 pages of documents in several budgets to tally the money spent to inform, educate and influence the public in the U.S. and abroad. The AP included contracts found through the private FedSources database and requests made under the Freedom of Information Act. Actual spending figures are higher because of money in classified budgets.

The biggest chunk of funds — about $1.6 billion — goes into recruitment and advertising. Another $547 million goes into public affairs, which reaches American audiences. And about $489 million more goes into what is known as psychological operations, which targets foreign audiences.

Spending on public affairs has more than doubled since 2003. Robert Hastings, acting director of Pentagon public affairs, says the growth reflects changes in the information market, along with the fact that the U.S. is now fighting two wars.

“They very explicitly identify American public opinion as an important battlefield,” says Marc Lynch, a professor at George Washington University. “In today’s information environment, even if they were well-intentioned and didn’t want to influence American public opinion, they couldn’t help it.”

The fastest-growing part of the military media is “psychological operations,” where spending has doubled since 2003.

Psychological operations aim at foreign audiences, and spin is welcome. The only caveats are that messages must be truthful and must never try to influence an American audience.