September 8, 2002: White House Marketing Group Launches Iraq PR Blitz

The White House Iraq Group (WHIG—see August 2002) launches its Iraq marketing campaign with a blitz of the Sunday morning talk shows. Vice President Dick Cheney appears on NBC (see September 8, 2002 and September 8, 2002), Secretary of State Colin Powell on Fox (see September 8, 2002), Defense Secretary Donald Rumsfeld on CBS (see September 8, 2002), and National Security Adviser Condoleezza Rice on CNN (see September 8, 2002). Rice is the first to use the characterization, “We don’t want the smoking gun to be a mushroom cloud” (see September 4, 2002), but President Bush and his senior officials repeat the phrase over and over in the following days. Author Craig Unger will note “Cheney’s most Machiavellian flourish” in having all four officials cite “evidence” of Iraq’s nuclear program, suspicious aluminum tubes, and attribute the information to the New York Times. Cheney and the others are referring to a story by the Times’ Judith Miller and Michael Gordon (see September 8, 2002) that Iraq had tried “to buy thousands of specially designed aluminum tubes” that American experts believe could be used in centrifuges to enrich uranium for nuclear weapons. The story is attributed to “unnamed administration sources;” Miller and Gordon do not inform their readers that the story comes from Cheney’s office. In essence, Cheney planted disinformation in the New York Times, then cited the Times article to prove his contention. Gordon will later insist that he and Miller had to pry that story out of the administration, but Unger will note that it is hard to equate Gordon’s contention with four of the administration’s highest officials going on television simultaneously to spread the story and cite the Times article. Furthermore, because of the scheduling practices on the four networks, it appears that the four officials’ simultaneous appearances were arranged in advance. As the Times is the flagship newspaper of the US press, over 500 other newspapers and broadcast outlets pick up on the Times story and the officials’ appearances, giving the story tremendous visibility throughout the world. [Unger, 2007, pp. 252-254]