Here is an example regarding the 1992-95 war in Bosnia-Herzegovina. The context is an interview of James Harff, President of Ruder-Finn, a public relations firm, by Jacques Merlino, a French television journalist, which took place in 1993.
Harff: For 18 months, we have been working for the Republics of Croatia and BosniaHerzegovina, as well as with the [anti-Serb] opposition in Kosovo...
Merlino: What achievement are you most proud of?
Harff: To have managed to put Jewish opinion on our side. This was a sensitive matter... President Tudjman was very careless in his book, Wastelands of Historical Reality. Reading his writings, one could accuse him of anti-Semitism. In Bosnia the situation was no better. President Izetbegovi strongly supported the creation of a fundamentalist Islamic state in his book The Islamic Declaration. Besides, the Croatian and Bosnian past was marked by a real and cruel anti-Semitism. Tens of thousands of Jews perished in Croatian camps. So there was every reason for intellectuals and Jewish organizations to be hostile toward the Croats and the Bosnians.
Our challenge was to reverse this attitude. And we have succeeded masterfully. At the beginning of July 1992, New York Newsday came out with the affair of [Serb] concentration camps [probably a reference to Gutman’s reports]. We jumped at the opportunity immediately. We outwitted three big Jewish organizations – the B’nai B’rith Anti-Defamation League, the American Jewish Committee, and the American Jewish Congress. In August we suggested that they publish an advertisement in the New York Times and organize demonstrations outside the United Nations. That was a tremendous coup. When the Jewish organizations entered the game on the side of the [Muslim] Bosnians, we could promptly equate the Serbs with the Nazis in the public mind.
Nobody understood what was happening in Yugoslavia. The great majority of Americans were probably asking themselves in which African country Bosnia was situated. But in a single move, we were able to present a simple story of good guys and bad guys, which would hereafter play itself. We won by targeting the Jewish audience. Almost immediately, there was a clear change of language in the press, with the use of words with high emotional content such as “ethnic cleansing,” “concentration camps,” etc, which evoked images of Nazi Germany and the gas chambers of Auschwitz.The emotional charge was so powerful nobody could go against it.
Merlino: But when you did all this, you had no proof that what you said was true. You only had the article in Newsday!
Harff: Our work is not to verify information. We are not equipped for that. Our work is to accelerate the circulation of information favorable to us, to aim at judiciously chosen targets. We did not confirm the existence of death camps in Bosnia, we just made it known that Newsday affirmed it.
Merlino: Are you aware that you took on a grave responsibility?
Harff: We are professionals. We had a job to do and we did it. We are not paid to be moral.
The English version of the transcript appears in Yohanan Ramati, “Stopping the War in Yugoslavia,” Midstream: A Monthly Jewish Review, April 1994. The original interview appeared in French in Les Vérités Yougoslaves ne sont pas Toutes Bonnes à Dire (Paris: Albin Michel,1993), pp. 126-29.
Link to PDF:
https://www.dgibbs.faculty.arizona.edu/sites/dgibbs.faculty.arizona.edu/files/atrocities1.pdf