FEMA, wildfires, and fake news. Oh my.

Just when you think that it might be time to remove the "much-maligned" moniker from in front of any and all references to the Federal Emergency Management Agency (FEMA), something like this happens:




On Tuesday, FEMA held what was called a "news briefing" on the California fires, but the questions asked did not come from reporters. They were asked instead by FEMA staffers.

Apparently, the FEMA briefing was called with little lead-time and reporters didn't get there fast enough. Instead of acknowledging that reporters were not there they apparently pretended and even used the typical practice of calling a "last question."

The briefer, FEMA's Deputy Administrator Harvey Johnson, did not indicate that the questions were coming from staff who were in essence playing reporters. Six questions were asked and the phrasing and subject matter were not typical for a news briefing give and take.

And, just like that, all of the good feelings generated by the agency's admittedly-capable handling of the California wildfires gets sucked down the drain because some PR guy thinks he's smarter than the Internet. I mean, honestly: how did anyone think that this was a) a good idea and b) something that no one would notice, point out, and ridicule? I mean, sure, the public loves fake news, but not when it comes from respectable sources with a potentially vested interest in skewing the results. It's amazing, really. This is exactly the kind of thing that bloggers love to pounce on. Could a trained professional really not see this coming? Plus, where's the harm in disclosure? Admitting that the questions came from staffers filling in for reporters would've been far less embarrassing than getting caught faking the news without any regard for public interest.

If anything, this whole situation puts a spotlight on our collective media literacy. If you didn't think you had to be careful about your sources before, here's all the proof you need. Looking behind the curtain during these kinds of gaffes is interesting, because they're easy to spot. But how much of this kind of manipulation and/or incompetence floats by unnoticed? If you'd seen the video last Tuesday, would you have noticed something was up?

Though the damage has been done, the response by FEMA and the White House has been satisfactory, I guess. FEMA fired Pat Philbin, the PR guy who was responsible for the conference and was set to take over PR duties for the director of national intelligence (oh, the irony). The White House, bastion of media liberty that it is, lightly condemned the conference, noting that "it is not a practice that we would employ here". Wow. When the Bush Administration thinks you've gone to far, how must that make you feel?