Is Embedded Journalism PR for the Military?

The use of embedded journalism has been heavily criticised as being subjective and sympathetic towards US and UK troops that lead to the alternative term 'in-bedded' or 'in bed'. Critics argue that the relationships formed on the frontline can affect the objectivity and accuracy of news reports. Although media organisations deny their reporters are prejudiced towards the military, some embeds are open to admit to the quickness of the socializsation process and stress that 'reality changes the rules'. UPI reporter Pamela Hess said: "Reporters love troops. Put us with these 18 year old kids … we just turn into jelly".

When the US Military announced an invasion on Iraq in 2003 they introduced an embedding system which allowed journalists to report and correspond whilst working on the frontline. In previous wars, the USM received negative criticism for their lack of communication with the media and for holding information from the public. Embedding journalists was an attempt to gain support from American citizens and has become universally popular since. This new style of reporting would not only allow the Military to gain support but to maintain the morale of the troops and to use world media influence to promote compliance with the Dayton Agreement among the former warring factions. Embedded journalists are given military training, and can wear military uniform so that they do not become a target for the enemy. They become a part of the team.

This also seems to be the case when embedding with opposite forces. BBC journalist David Loyn, embedded with Taliban forces in southern Afghanistan and was criticised for speaking admiringly about those he was reporting. Loyn was questioned about the conditions that were laid down by the Taliban for him to be able to speak to their soldiers. He said, “There was a trust on both sides, I trusted them not to kill me. And they trusted me not to bring an air strike down on them. They were the only conditions laid down.” Loyn argued that the report was not a platform for the Taliban to use as propaganda, but an opportunity for him to ask ‘why are you burning down schools? Where have you come from? Why are you re recruiting?’. The report remained unbiased but was not typically anti-Taliban like most embed reports.
Embedding journalists was a very effective way of communication – the media was on their side. This emphasises how important a good relationship with a journalist is, as even in times of war, their objectivity can be affected.