Nightline: America Fights Back

W A S H I N G T O N, November 1 -- Smart bombs, fighter jets and special operations forces are only part of the effort to wipe out terrorism. Parallel to the military effort, and just as important, if not more so, is the war of words. Tonight Nightline will explore America's effort to persuade people throughout the Muslim world that the battle against the Taliban is just. As the propaganda war intensifies, who's winning?

When President Bush addressed a joint session of Congress in September in a speech broadcast around the globe, he asked the world to decide if it stands with the United States or with the terrorists. It seemed to surprise so many Americans that such a choice was not easy in some parts of the world. Americans have woken up to the fact that this country does not enjoy unanimous support in the Muslim world, particularly in the Middle East.

But if the U.S. is to be successful in its war on terrorism, the public relations campaign must be successful, too. Will the bombing campaign in Afghanistan be seen as necessary military action targeting a vicious authoritarian regime? Or a cruel and violent assault against mostly innocent civilians? Pictures of dead and wounded Afghans being broadcast throughout the Arab world certainly play into the latter version. And in pockets of the region, where the name Osama is a popular one for newborn babies, can America turn the tide against new recruits and supporters to the bin Laden organization?

The State Department has even brought in an advertising specialist to help with this effort. Undersecretary of State Charlotte Beers created some of our best known commercials for Madison Avenue. She now faces two very tough assignments: rebranding America in the Muslim world and corroding Osama bin Laden's popularity there.

Tonight Chris Bury will examine the war of words. As Chris explains, it's a multi-faceted effort. The U.S. government drops humanitarian food rations in Aghanistan in part to feed people, but also to illustrate American understanding and sympathy for their suffering. Radio messages are tailored to specific audiences: one for Taliban troops, another for more moderate Afghan civilians. American government officials grant interviews to the Arab Al Jazeera network. But is it all working?