good article to read later: Brand Petreus
The core marketing decision was, of course, finding the right spokesman for the product. As Robert Draper, author of the new book Dead Certain, reported recently, the President was "fully aware of his standing in opinion polls" and so, earlier this year, decided that "his top commander in Iraq, Gen. David H. Petraeus, would perhaps do a better job selling progress to the American people than he could." As Bush put it, ""I've been here too long. Every time I start painting a rosy picture, it gets criticized and then it doesn't make it on the news." Indeed.
So launching "Brand Petraeus" and providing him with some upbeat Iraqi news (Sunnis in al-Anbar Province ally with U.S.) and numbers (violence down in August) were the two necessities of the summer. In July, the celebrity surge general, who had already shown a decided knack on earlier tours of Iraq for wowing the media, was loosed. Petraeus, in turn, loosed all his top commanders to enter vociferously into what previously would have been a civilian debate over U.S. policy and the issue of "withdrawal." This campaign, by the way, represents a significant chiseling away at traditional prohibitions on U.S. military figures entering the American political arena while in uniform.
Why anyone in the media or Congress takes this situation seriously as "news," or even something to argue about, is hard to tell. Think of it this way: The most political general in recent memory has been asked to assess his own work (as has our ambassador in Iraq), and then present "recommendations" to the White House in a "report" that is actually being written in the White House. You couldn't call it a political version of "the honor system"; but perhaps the dishonor system would do.
Numbers in Iraq are a slippery matter at best, though again, why anyone pays serious attention to U.S. military numbers from that country is a mystery. On countless occasions in the past, these have been ridiculous undercounts of disaster.
http://www.truthout.org/docs_2006/091007D.shtml