BROWN: In "Wag the Dog," a Washington insider recruits a Hollywood producer to produce a war. I'm in show business, the producer says. Why come to me? War is show business, the insider replies. And besides, we're not going to have a war. Just the appearance of a war.
Well, in Iraq, we do have a war. Also, at times it turns out, the appearance of show business. We saw a bit of it this week and we also saw the machinery backstage. That's part of a larger story, call it the opening act. Here's CNN's Jeff Greenfield.
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JEFF GREENFIELD, CNN CORRESPONDENT (voice-over): This is what American viewers were supposed to see, the president talking with American officers serving in Iraq. Getting some spontaneous, upbeat assessments. This is what they weren't supposed to see. Defense Department official Allison Barber running through what sounded like a meticulous rehearsal, previewing who would get which questions and how they would be answered?
ALLISON BARBER, PENTAGON OFFICIAL: And in the last 10 months, what kind of progress have we seen?
GREENFIELD: Including guidance on what to do if a spontaneous moment, in fact, popped up.
BARBER: If there's a question that the president comes up with that we haven't drilled through today, then I am expecting the microphone to go right back to you, Captain Kennedy and you to handle.
MIKE ALLEN, "TIME MAGAZINE": This is embarrassing for the White House. It was unintended. You and I are talking about stage craft instead of about how motivated the troops are.
GREENFIELD: For "Time Magazine's" Mike Allen, the idea the White House stages an event is about as shocking as a revelation that the sun rises in the east.
ALLEN: Any White House, not this one in particular, is about control. These people just seem to be better at it.
GREENFIELD (on camera): Which may be the real story here. That a White House that has managed to launch a thousand stories about its carefully-staged events and its carefully-crafted photo opportunities managed to pull off a carelessly staged event.
One thing for sure, any indignation about a White House that stages the news comes about a century too late.
(voice-over): It was President Roosevelt, Theodore, not Franklin, that brought the press photographers along on hunting and camping trips making his vigor and physicality a key element in his political appeal. Those endearing pictures of John Kennedy's family didn't happen by accident but politicians have gotten a lot more blatant about it.
Back in 1972, Republican officials were embarrassed when the press got hold of a script for one of their convention nights. Spontaneous applause moments and all.
By 1996, Democratic operatives briefing the press every day about their scripted convention moments. The Clinton White House took some heat in 1994 when critics charged they staged an emotional moment at a D-Day commemoration at Normandy with President Clinton forming a cross out of stones.
But this White House has taken staging to a whole new level. From the mission accomplished presidential landing aboard an aircraft carrier in 2003.
BUSH: Thank you very much.
GREENFIELD: To town hall meetings and other events where pay they had to sign pledges that they were in fact backing the president. As a tactical matter, it has worked. Until recently when a series of events seemed to have gone awry. This picture of president bush looking down at Hurricane ravaged New Orleans last month seemed to symbolize not engagement but distance.
Repeated visits to the Gulf and the highly dramatic solo walk to the podium from magically lit Jackson Square in New Orleans did not improve the president's job approval numbers.
BUSH: Good evening.
GREENFIELD: Some have even suggested that the entanglement of Karl Rove and other White House aides with the grand jury investigation may be distracting the political team.
(on camera): Or maybe it's just a case of trouble begetting trouble. The country is in a pessimistic mood. Iraq remains troubled. Gas prices are high. The president's Supreme Court pick has angered the base and now inflation may be rearing its ugly head again. As basketball legend and philosopher Bill Russell once said, when things go bad, they go bad. Even public relations.
Jeff Greenfield, CNN, New York.