Placing reporters on the front lines with the American military in Iraq has been a public relations success - so far, says a Ball State University journalism professor.
In the early stages of the conflict, coverage of the American military has featured generally positive reports from the embedded reporters, once the initial novelty of the capability wore off, said Robert Pritchard, who spent nearly 25 years as a military public affairs officer in the Navy throughout the Pacific and Europe before joining the Department of Journalism.
His teaching focus includes the impact of technology on public relations, international public relations, military and corporate public relations and crisis management.
"The embedded reporter program stands to dramatically improve the credibility of the individual soldier, sailor, airman, Marine and Coast Guardsman," Pritchard said. "It also improves the credibility of the military with the media and public."
Twelve years after taking heavy flak for curbing combat coverage in the Gulf War, the military has reversed its policy on journalists. About 600 print and broadcast reporters have been placed with military units at or near the front lines. They often provide real-time television, radio and Web site reports.
Pritchard said the Pentagon's new policy is part of its larger embrace of an information society, which will play a pivotal role in making America's case for a war against Iraq's current regime.
"Reporters will act as independent observers who can corroborate the U.S. and coalition's adherence to the Geneva Convention and the rules of war or Saddam's (Hussein) lack of adherence," he said. "And, when the smoking gun (weapons of mass destruction) is found, the media will be there to convince the world that the campaign was justified."
While the American military is currently winning the public relations battle, there are potential drawbacks waiting in the Iraqi sands.
Real-time images of U.S. armor racing unopposed through the Iraqi desert are one thing, but live and graphic video of American troops taking casualties could undermine public opinion as the war enters a crucial stage, Pritchard said.
Parents, husbands and wives are being drawn to the television, wondering if they'll see their loved ones," Pritchard said. "This has the potential to put the turning of public opinion against the war, much like Vietnam, on fast forward."
Pritchard said the embedded reporter program is a combination of journalism made famous by Ernie Pyle, who told the stories of America's soldiers in World War II, and the heavily televised Vietnam War of the 1960s.
"This is closely akin to the way World War II was covered with Ernie Pyle sending stories back to newspapers about the average soldier on the front line," Prichard said. "In some senses though, this is akin to Vietnam, with the exception that the reporters don't just 'hop a ride' to the war zone, cover the story and head back to Saigon for a cold one at the end of the day."
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