FEMA: The Federal Editorial Management Agency
Saturday, October 27th, 2007
It looks like FEMA is now the Federal Editorial Management Agency.
One of the bedrock fundamentals of PR is to control the story before it controls you and FEMA’s PR wizards apparently learned that lesson in spades during Katrina. Instead of smiling FEMA workers handing out blankets and bandages, the most lasting images of Katrina are of the Coast Guard heroically plucking stranded people from their roofs.
Damn those Coasties with their telegenic media relations! We were there, it’s just that handing out blankets is so not sexy enough for TV! FEMA decided the California wildfires were going to be different.
Cue the “Reporters”
On Tuesday, Deputy FEMA Administrator, Vice Adm. Harvey E. Johnson, called a 1 pm press conference … at 12:45 pm. Sensing this might be seen badly, he magnanimously offered an 800 number for reporters to dial in … one that was a listen-only line that prevented reporters from asking questions.
To fill the missing reporters’ seats for TV, FEMA recruited employees to sit in the audience and “ask questions” like reporters. However, they neglected to tell anyone - including live audiences from Fox News, MSNBC, and other media outlets - that the folks with the oh-so-intuitive questions were ringers. In other words, they’re not really reporters, they just play them on TV.
When real reporters caught on, they quizzed FEMA’s PR director about the faux press conference. With astoundingly bureaucratic logic, he said, “We had been getting mobbed with phone calls from reporters, and this was thrown together at the last minute.” He added that despite the 15 minute notice, “we were expecting the press to come, but they didn’t.”
Even the White House Thinks it Stinks
FEMA’s performance was so embarrassing, WH spokesbabe Dana Perino took to the podium to tell living, breathing reporters, “It is not a practice that we would employ here at the White House or that we - we certainly don’t condone it.” Apparently, the WH still hasn’t learned much about that whole accountability thing. Perino said the entire fiasco sat squarely on FEMA’s incompetent shoulders saying, “And they, I’m sure, will not do it again.”
Now there’s a trip to the woodshed for you - one that’s entirely bereft of wood. No heads rolled, no public admonishments were dolled out. FEMA simply issued a statement saying they’d made an “error in judgment”, which seems a bit of an understatement to me.
But the Bushies do learn - albeit slowly. I fully expect that future DoD pressers will use similar “information enhancement” techniques to cover the War of Error.
Oh, goodie - I can hardly wait.
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