Sure, Blame the PR Guy

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06.22.10

The saying goes that in war, the first casualty is truth. And when it comes to embarrassing or unflattering media coverage, the first casualty is usually the PR guy.

At least that’s the case in the current dustup over a Rolling Stone profile of General Stanley McChrystal, the US Commander in Afghanistan. The profile, titled “The Runaway General” portrays McChrystal and his subordinates as derisive toward Obama administration officials.

Hours after word of the story got out to the national media, McChrystal’s press aide resigned. From today’s Washington Post

Duncan Boothby, who has been on McChrystal’s staff for roughly a year, was the first casualty of a controversy that prompted White House officials to summon the general to the White House to explain the remarks in the profile that will appear in this week’s issue of Rolling Stone.

Boothby was heavily involved in arranging access for journalist Michael Hastings to McChrystal and his staff this year so Hastings could write the profile, titled “The Runaway General.”

Aside from having a name that sounds like the evil fraternity guy in a Revenge of the Nerds film, I think the only thing Mr. Boothby is guilty of is doing exactly what he was asked to do. Sure, he may have arranged for the journalist to have access to McChrystal and his staff. And at the time, he probably got a pat on the back for what could have been a pretty substantial profile.

But ol’ Boothby didn’t do the interviews. He wasn’t the one criticizing the administration. That was McChrystal and his aides. Did they not think that the things they said–over and over–to a journalist writing an article for Rolling Stone might actually, you know, show up in the article in Rolling Stone? Didn’t they see the reporter scribbling furiously with pen and paper as they ridiculed their Commander In Chief and his representatives? When we do media training sessions for our clients, we make it pretty clear that NOTHING IS OFF THE RECORD. If you say it anywhere near a reporter or a microphone, expect that it will be reported. Just ask Carly Fiorina.

Now, should the PR guy have noticed when the things being said before the reporter were inflammatory? Yes. Should the PR guy have directed the conversations–and there appeared to be many–away from disparaging the administration? Without question. In that regard, the PR guy failed his client.

But blaming the PR guy for this fiasco is like blaming the guy who sold you your car when you get a speeding ticket.