...Not only was it August, when many reporters are on holiday, it was also the Olympics, and the few still on duty were mostly in Beijing. The Financial Times headline, "Georgia says Russia at war", may have seemed strange, but it summed up the state of Fleet Street's verifiable knowledge as the armies moved into action. In the age of 24-hour news, however, the press cannot hang about waiting for reporters to arrive. Readers want bombs, tanks and death tolls. They need to be told who are the goodies and baddies. News, remember, is part of the entertainment industry.
Into the vacuum stepped the Georgian government. Its president, Mikheil Saakashvili, speaks English, wants to join Nato, sent troops to Iraq, got himself educated at Harvard, cultivates a media-friendly style, and sends Georgian university exam papers to be marked in Britain, though whether he expects to get them back is another matter. He took power in the Rose revolution of 2003-04 and professes to be a democrat. He's clearly an all-round good egg. And he has a PR firm, Aspect Consulting, based in Brussels, London and Paris, which also acts for Exxon Mobil, Kellogg's and Procter and Gamble.
Almost hourly over the five-day war, press releases landed on foreign news desks. "Russia continues to attack civilian population." The capital Tblisi was "intensively" bombed. A downed Russian plane turned out to be "nuclear". European "energy supplies" were threatened as Russia dropped bombs near oil pipelines. A "humanitarian wheat shipment" was blocked. Later, "invading Russian forces" began "the occupation of Georgia". Saakashvili's government filed allegations of ethnic cleansing to The Hague. Note the use of terms that trigger western media interest: civilian victims, nuclear, humanitarian, occupation, ethnic cleansing.
It would be unfair to accuse the British press of accepting the Georgian PR uncritically. Most papers dutifully reported that a Georgian attack in the breakaway province of South Ossetia, where most people want to join Russia, started the conflict. But casual readers might have struggled to understand that. The Mail's headline announced: "'1,500 die' as the Russian tanks roll in". Only in the last paragraph of the story did it become clear that the Georgians, not the Russians, were alleged to have killed 1,500.