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Archive for Monday, October 11, 2004

Bush education ad posed as TV ‘news’ again

October 11, 2004

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— The Bush administration has promoted its education law with a video that comes across as a news story but fails to make clear the reporter involved was paid with taxpayer money.

The government used a similar approach this year in promoting the new Medicare law and drew a rebuke from the investigative arm of Congress, which found the videos amounted to propaganda in violation of federal law.

The Education Department also has paid for rankings of newspaper coverage of the No Child Left Behind law, a centerpiece of the president's domestic agenda. Points are awarded for stories that say President Bush and the Republican Party are strong on education, among other factors.

The news ratings also rank individual reporters on how they cover the law, based on the points system set up by Ketchum, a public relations firm hired by the government.

The video and documents emerged through a Freedom of Information Act request by People for the American Way, a liberal group that contends the department is spending public money on a political agenda. The group sought details on a $700,000 contract Ketchum received in 2003 from the Education Department.

One service the company provided was a video news release geared for television stations. The video includes a news story that features Education Secretary Rod Paige and promotes tutoring now offered under law.

The story ends with the voice of a woman saying, "In Washington, I'm Karen Ryan reporting."

It does not identify the government as the source of the report. It also fails to make clear the person purporting to be a reporter was someone hired for the promotional video.

Those are the same features, including the voice of Karen Ryan, that were prominent in videos the Health and Human Services Department used to promote the Medicare law and were judged covert propaganda by the Government Accountability Office in May.

Education Secretary Rod Paige is seen in an image made from an
Education Department video, which the Bush administration has used
to promote its education law. The video comes across as a news
story but fails to make clear the reporter involved was paid with
taxpayer money.

Education Secretary Rod Paige is seen in an image made from an Education Department video, which the Bush administration has used to promote its education law. The video comes across as a news story but fails to make clear the reporter involved was paid with taxpayer money.

The Education Department's video uses "the same exact mode of operation," said Nancy Keenan, education policy director at People for the American Way. The video encourages students to take advantage of tutoring and says that families give the idea an "A-plus."

"It's basically propaganda, not general information about a program," she said. "And it's portraying to the American public, via a video news release, that it's news."

The Education Department says the video was clearly marked as being a product of the agency when it was given to TV stations. Still, since the GAO report came out, the department has stopped using the narration-styled video news releases, spokeswoman Susan Aspey said.

Aspey defended the video as a way to help people understand the law's offer of tutoring. "Frankly, one has to wonder about the motives of those who are against informing parents that they have options," she said.

At least one television station in New York used the package in 2003, substituting its own reporter for the voiceover but following the script and video provided by the department. The department, in turn, put the text of that station's story on its Web site.

Government press offices play a key role in sharing information and pitching story ideas, but sending out videos featuring "pretend" news reports is wrong, said Al Tompkins, who teaches broadcast reporting at the Poynter Institute, a school for journalists.

"Let the alert be loud and clear: Don't use this stuff," Tompkins said.

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