Developing messages for the 24 hour news cycle

I notice that a leaked memo that fell into the hands of the Associated Press tells of The Pentagon instigating a public relations operation like a political campaign. Allegedly they are building a war room as Defence Secretary Donald H. Rumsfeld faces escalating criticism over the Iraq war. The public affairs and news teams will “develop messages” for the 24-hour news cycle and “correct the record” in the digital hemisphere.