August 2002: Top Bush Officials Form Group to Sell Iraq War to Public, Congress, and Allies

White House chief of staff Andrew Card forms the White House Iraq Group, or WHIG, which aims to “educate the public” about the alleged threat from Iraq. WHIG is formed concurrently with the Office of Special Plans (see September 2002). A senior official involved with the group will later describe it as “an internal working group, like many formed for priority issues, to make sure each part of the White House was fulfilling its responsibilities.” [Washington Post, 8/10/2003] According to White House deputy press secretary Scott McClellan, the WHIG is “set up in the summer of 2002 to coordinate the marketing of the [Iraq] war,” and will continue “as a strategic communications group after the invasion had toppled Saddam [Hussein]‘s regime.” McClellan, who will become a full-fledged member of the WHIG after rising to the position of senior press secretary, will write: “Some critics have suggested that sinister plans were discussed at the WHIG meetings to deliberately mislead the public. Not so. There were plenty of discussions about how to set the agenda and influence the narrative, but there was no conspiracy to intentionally deceive. Instead, there were straightforward discussions of communications strategies and messaging grounded in the familiar tactics of the permanent campaign.” [McClellan, 2008, pp. 142] Author Craig Unger will sum up the WHIG’s purpose up more bluntly: “to sell the war.” Members of the group include White House political advisers Karl Rove, Karen Hughes, Mary Matalin, James R. Wilkinson, and Nicholas E. Calio, and policy advisers led by National Security Adviser Condoleezza Rice, her deputy Stephen Hadley, and Vice President Dick Cheney’s chief of staff, Lewis “Scooter” Libby. They meet weekly in the White House Situation Room. A “strategic communications” task force under the WHIG is charged with planning speeches and writing position papers. [Washington Post, 8/10/2003; Unger, 2007, pp. 241]
Marketing Fear, Idea of Invasion as Reasonable - After Labor Day 2002—and after suitable test marketing—the group launches a full-fledged media marketing campaign. The images and storyline are simple and visceral: imminent biological or chemical attack, threats of nuclear holocaust, Saddam Hussein as a psychopathic dictator who can only be stopped by American military force. A key element of the narrative is forged documents “proving” Iraq sought uranium from Niger (see Between Late 2000 and September 11, 2001, October 15, 2001, October 18, 2001, November 20, 2001, February 5, 2002, March 1, 2002, Late April or Early May 2002-June 2002, and Late June 2002). One of the main objectives is to swing the dialogue ever farther to the right, creating the assumption in the public mind that war with Iraq is a thoughtful, moderate, well-reasoned position, and delegitimizing any opposition. To that end, Cheney stakes out the “moderate” position, with statements like “many of us are convinced that Saddam will acquire nuclear weapons fairly soon” (see August 26, 2002), and neoconservatives such as Michael Ledeen pushing the extremes ever rightward with calls to invade not only Iraq, but Iran, Syria, and Saudi Arabia (see September 20, 2001, August 6, 2002, and September 4, 2002). The real push is delayed until the second week of September. As Card reminds the group, “From a marketing point of view, you don’t introduce new products in August” (see September 6, 2002). The first anniversary of the 9/11 attacks is a perfect opportunity to launch the new campaign (see September 8, 2002). [Unger, 2007, pp. 250-251] Wilkinson, the group’s communications director, is tasked with preparing one of the group’s first public releases, a white paper that will describe the “grave and gathering danger” of Iraq’s “reconstituted” nuclear weapons program. Wilkinson will claim that Iraq “sought uranium oxide, an essential ingredient in the enrichment process, from Africa.” [CounterPunch, 11/9/2005]
'Push[ing] the Envelope' - According to an intelligence source interviewed by the New York Daily News in October 2005, the group, on “a number of occasions,” will attempt “to push the envelope on things.… The [CIA] would say, ‘We just don’t have the intelligence to substantiate that.’” [New York Daily News, 10/19/2005] In 2003, three unnamed officials will tell a Washington Post reporter that the group “wanted gripping images and stories not available in the hedged and austere language of intelligence,” what author and reporter Charlie Savage will call “a stark display of the political benefits that come with the power to control information.” [Savage, 2007, pp. 357] In 2008, McClellan will write of “the heightened rhetoric on Iraq, including unequivocal statements that made things sound more certain than was known.” [McClellan, 2008, pp. 137]
Using Friendly Media Outlets - An important part of the WHIG strategy is to feed their messages to friendly journalists, such as New York Times reporter Judith Miller. James Bamford, in his book A Pretext for War, will write: “First OSP [Office of Special Plans] supplies false or exaggerated intelligence; then members of the WHIG leak it to friendly reporters, complete with prepackaged vivid imagery; finally, when the story breaks, senior officials point to it as proof and parrot the unnamed quotes they or their colleagues previously supplied.” [Bamford, 2004, pp. 325]