Administration Is Warned
About Its 'News' Videos
The NY Times
By ANNE E. KORNBLUT
Published: February 19, 2005
WASHINGTON, Feb. 18 - The comptroller general has issued a
blanket warning that reminds federal agencies they may not
produce newscasts promoting administration policies without
clearly stating that the government itself is the source.
Twice in the last two years, agencies of the federal
government have been caught distributing prepackaged television
programs that used paid spokesmen acting as newscasters and, in
violation of federal law, failed to disclose the administration's
role in developing and financing them.
And those were not isolated incidents, David M. Walker, the
comptroller general, said in a letter dated Thursday that put all
agency heads on notice about the practice.
In fact, it has become increasingly common for federal
agencies to adopt the public relations tactic of producing "video
news releases" that look indistinguishable from authentic
newscasts and, as ready-made and cost-free reports, are sometimes
picked up by local news programs. It is illegal for the
government to produce or distribute such publicity material
domestically without disclosing its own role.
Mr. Walker, who as comptroller general is chief of the
Government Accountability Office, Congress's investigative arm,
said in his letter: "While agencies generally have the right to
disseminate information about their policies and activities,
agencies may not use appropriated funds to produce or distribute
prepackaged news stories intended to be viewed by television
audiences that conceal or do not clearly identify for the
television viewing audience that the agency was the source of
those materials."
"It is not enough," he added, "that the contents of an
agency's communication may be unobjectionable."
Mr. Walker's letter was made available late Friday afternoon
by Democrats on Capitol Hill. Asked for a response Friday night,
the White House had no immediate comment.
The two best-known cases of such video news releases - one
concerning the new Medicare law, the other an antidrug campaign
by the Bush administration - drew sharp rebukes from the G.A.O.
after separate investigations last year found that the agencies
involved had violated the law.
Those cases were followed by disclosures that the government
had paid at least one conservative commentator, Armstrong
Williams, to promote the administration's No Child Left Behind
education measure and had put two other conservative writers on
the federal payroll to help develop programs. These episodes have
prompted calls from Democrats for stricter oversight of the
administration's publicity practices, which have cost millions of
dollars of federal revenue.
In the Medicare case, a video made in the style of a newscast
featured a spokeswoman named Karen Ryan who claimed to be
reporting from Washington on Medicare law changes strongly backed
by the administration but opposed by many Democrats, who consider
them a windfall for the pharmaceutical and insurance industries.
In part of one script, she said that "all people with Medicare
will be able to get coverage that will lower their prescription
drug spending."
Often there is an intermediary in the process: a public
relations firm hired by a government agency to produce a polished
video and direct other aspects of a publicity drive.
One centrally involved firm is Ketchum, a giant in the public
relations industry whose representatives arranged for both the
Medicare video and the contract with Mr. Williams, a pact that is
now under investigation by three government agencies. Ketchum has
received $97 million in government public relations contracts
since 2001.
The G.A.O. letter did not caution agencies to curtail their
publicity practices, telling them simply to adhere to disclosure
requirements.
"Prepackaged news stories," Mr. Walker wrote, "can be utilized
without violating the law, so long as there is clear disclosure
to the television viewing audience that this material was
prepared by or in cooperation with the government department or
agency."
But Democrats said they hoped the letter would lead to tougher
scrutiny of what they describe as an aggressive publicity machine
within the administration.
"The G.A.O. is sending a clear message to the Bush
administration: shut down the propaganda mill," Senator Frank R.
Lautenberg of New Jersey said in a statement on Friday. "The
G.A.O. is simply telling the White House to stop manipulating
media, stop paying journalists and be straight with the American
people."
|