When Embedding Isn't Enough...

...then it's time for some good old-fashioned news manufacturing, as this L.A. Times article points out:

On the evening of Oct. 14, a young Marine spokesman near Fallouja appeared on CNN and made a dramatic announcement.

"Troops crossed the line of departure," 1st Lt. Lyle Gilbert declared, using a common military expression signaling the start of a major campaign. "It's going to be a long night." CNN, which had been alerted to expect a major news development, reported that the long-awaited offensive to retake the Iraqi city of Fallouja had begun.

In fact, the Fallouja offensive would not kick off for another three weeks. Gilbert's carefully worded announcement was an elaborate psychological operation — or "psy-op" — intended to dupe insurgents in Fallouja and allow U.S. commanders to see how guerrillas would react if they believed U.S. troops were entering the city, according to several Pentagon officials...

Officials at the Pentagon and other U.S. national security agencies said the CNN incident was not an isolated feint — the type used throughout history by armies to deceive their enemies — but part of a broad effort underway within the Bush administration to use information to its advantage in the war on terrorism...

These efforts have set off a fight inside the Pentagon over the proper use of information in wartime. Several top officials see a danger of blurring what are supposed to be well-defined lines between the stated mission of military public affairs — disseminating truthful, accurate information to the media and the American public — and psychological and information operations, the use of often-misleading information and propaganda to influence the outcome of a campaign or battle.

Several of those officials who oppose the use of misleading information spoke out against the practice on the condition of anonymity.

"The movement of information has gone from the public affairs world to the psychological operations world," one senior defense official said. "What's at stake is the credibility of people in uniform."

Pentagon spokesman Lawrence Di Rita said he recognized the concern of many inside the Defense Department, but that "everybody understands that there's a very important distinction between information operations and public affairs. Nobody has offered serious proposals that would blur the distinction between these two functions."

some in the military argue that the efforts at better "strategic communication" sometimes cross the line into propaganda, citing some recent media briefings held in Iraq. During a Nov. 10 briefing by Marine Lt. Gen. John F. Sattler, reporters were shown a video of Iraqi troops saluting their flag and singing the Iraqi national anthem.

"Pretty soon, we're going to have the 5 o'clock follies all over again, and it will take us another 30 years to restore our credibility," said a second senior Defense official, referring to the much-ridiculed daily media briefings in Saigon during the Vietnam War.

According to several Pentagon officials, the strategic communications programs at the Defense Department are being coordinated by the office of the undersecretary of Defense for policy, Douglas J. Feith...

So, it's Feith-based policy, as opposed to a reality-based one...