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Abu Ghraib : Part 2

Abu Ghraib : Part 2. Julienne Reis. AGENDA. Case Overview Key Personnel Timeline Objective, Strategies, and Tactics Results Questions. CASE OVERVIEW. Week proceeding 60 Minutes II story Examines responses of U.S. Military The White House Department of Defense

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Abu Ghraib : Part 2

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  1. Abu Ghraib: Part 2 Julienne Reis

  2. AGENDA Case Overview Key Personnel Timeline Objective, Strategies, and Tactics Results Questions

  3. CASE OVERVIEW • Week proceeding 60 Minutes II story • Examines responses of • U.S. Military • The White House • Department of Defense • Comments and Actions of • Joint Coalition in Iraq • Department of Defense • Chief of the Armed Forces • President Bush

  4. KEY PERSONNEL • Government Personnel • President Bush • Scott McClellan • Donald Rumsfeld • Lawrence Di Rita • Richard Boucher • Military Personnel • General Mark Kimmitt • Maj. Gen. Geoffrey Miller • General Peter Pace • General George Casey • General Donald Ryder

  5. TIMELINE 2004 • April 30th • President Bush- White House • Scott McClellan- White House • General Kimmitt- Iraq • Counter Images • Prevention • New general • Additional training • Two more investigations • Humanitarian Association visits • Government and press visits • Richard Boucher-White House

  6. May 3rd • Lawrence Di Rita- Pentagon May 4th • General Geoffrey Miller- Iraq • Acceptable interrogation practices • Donald Rumsfeld & General Peter pace- read prepared statement • General George Casey & General Donald Ryder- Pentagon TIMELINE 2004

  7. TIMELINE 2004 • May 5th • President Bust • Two interviews with Arabic TV stations • Donald Rumsfeld • ABC’s Good Morning America • NBC Today • General Peter Pace • CBS Early Show • Scott McClellan- White House • General Mark Kimmitt-Iraq • General Geoffrey Miller- Abu Ghraib

  8. HIERARCHY

  9. RESULTS • Messages Conveyed • Small Minority of soldiers • Not a reflection of • America/its people • U.S. military (soldiers) • Behavior not condoned • Justice will be served upon conviction • Problems Incurred • Official apology not given

  10. QUESTIONS What was the overall public relations response strategy of the Department of Defense and military to Abu Ghraib? What would you do differently? What are the channels available for sending messages to the public in this case? What was the most effective channel of communication used? Why? Why did it take more than three months for the CBS story with detainee abuse photos to break following the initial investigation announcement? What were the key messages delivered in the aftermath of the CBS report on detainee abuse? What was the most effective message? Who was the most credible spokesperson for the government’s response? How did President Bush take his message to the Iraqi people? Why did President Bush stop short of a full apology to the Iraqi people? Examine the responses of government officials. Who did apologize for the detainee abuse? Who do you think was most credible and effective in presenting U.S. position? Explain your reasons. Why was the matter of an official apology important? Reporters asked many questions about who knew what and when, particularly as it related to Secretary of Defense Donald Rumsfeld and President Bush. Why was this important? This case study examines the first seven days of the crisis (starting the day of the CBS report) What would be your public relations strategy for the second week?

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