Finally, the Bush Administration is getting serious about the fight for public opinion in the war on terrorism. To combat the Taliban's daily denunciations of the US bombing campaign in Afghanistan, the White House has set up a twenty-four-hour news bureau in Pakistan to issue a "message of the day." Top officials, after attempting to pressure Al Jazeera to tone down its anti-American programming, are now making themselves available to the news channel. Karl Rove, a senior political adviser to George W. Bush, has met with Hollywood executives to discuss how they can promote the US war effort. And most significant of all, the White House has hired Charlotte Beers, a former advertising executive who in the past helped market Uncle Ben's rice, to craft a multipronged PR campaign that, Administration officials feel confident, will help win the hearts and minds of the Islamic world.

Right.

The Administration's belated recognition of the importance of public opinion in its war effort is certainly commendable. Yet its new campaign seems likely to fall short. For in selling a product, the packaging can get you only so far; ultimately, it's the quality of the product that counts. And in this case the product, US policy, seems defective in several key respects.

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