[The Man Who Sold the War] For Bush Administration-hired "perception managers" like John Rendon, war is a business opportunity that must be courted, planned, and ushered in after careful orchestration of evidence - whether or not its real. (Rolling Stone)

Indeed, Rendon is already thinking ahead. Last year, he attended a conference on information operations in London, where he offered an assessment on the Pentagon's efforts to manipulate the media. According to those present, Rendon applauded the practice of embedding journalists with American forces. "He said the embedded idea was great," says an Air Force colonel who attended the talk. "It worked as they had found in the test. It was the war version of reality television, and for the most part they did not lose control of the story." But Rendon also cautioned that individual news organizations were often able to "take control of the story," shaping the news before the Pentagon asserted its spin on the day's events.
"We lost control of the context," Rendon warned. "That has to be fixed for the next war."