Oh, the Irony: Bin Laden Was Stressed Over Terrorist's Image Problem
Killing innocent civilians just isn't given enough respect in the media these days--this was (an exaggerated version of ) the message found in a letter in Osama Bin Laden's compound, in which the terrorist leader bemoaned his organization's lack of good PR.
As Osama bin Laden watched his terrorist organization get picked apart, he lamented in his final writings that al-Qaida was suffering from a marketing problem. His group was killing too many Muslims and that was bad for business. The West was winning the public relations fight....
Faced with these challenges, bin Laden, who hated the United States and decried capitalism, considered a most American of business strategies. Like Blackwater, ValuJet and Philip Morris, perhaps what al-Qaida really needed was a fresh start under a new name.
The problem with the name al-Qaida, bin Laden wrote in a letter recovered from his compound in Pakistan, was that it lacked a religious element, something to convince Muslims worldwide that they are in a holy war with America....
As bin Laden saw it, the problem was that the group's full name, al-Qaida al-Jihad, for The Base of Holy War, had become short-handed as simply al-Qaida. Lopping off the word "jihad," bin Laden wrote, allowed the West to "claim deceptively that they are not at war with Islam."
Here's what's particularly interesting about this letter, though; it appears to vindicate the Obama Administration's own re-branding efforts, turning the fight against terrorism away from anti-Muslim connotations it had previously had under the Bush administration.
At the White House, the documents were taken as positive reinforcement for President Barack Obama's effort to eliminate religiously charged words from the government's language of terrorism. Words like "jihad," which also has a peaceful religious meaning, are out. "Islamic radical" has been nixed in favor of "terrorist" and "mass murderer." Though former members of President George W. Bush's administration have backed that effort, it also has drawn ridicule from critics who said the president was being too politically correct.