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3.6  |  Development of UK strategy and options, November 2002 to January 2003
The need for a communications strategy
362.  Mr Campbell advised Mr Blair that a statement would be needed early in
the New Year bringing all the strands of the strategy on Iraq together to set out
the UK Government’s position and to counter the sense that the UK was acting
for America.
363.  Mr Campbell suggested that the statement should communicate the “big
picture” and provide the basis for addressing difficult questions: Why Iraq? Why
now? And why us? That should include the UK’s definition of material breach.
364.  Mr John Williams had written to Mr Campbell on 2 December in response to a
request for “strategic public objectives on Iraq, setting out our aims, and working through
the difficult issues”.129 Mr Williams provided two papers, one on “Public Objectives” for
public use and one on “Media Tactics”. Both had been approved by Mr Straw.
365.  The paper on “public objectives” drew on the strategic objectives agreed
by Mr Blair and sent to Ministers on 22 October (see Section 3.5).
366.  Production of a document setting out the UK objectives and the need to be more
“in control of the agenda” was discussed at meeting of an Iraq Strategy Group chaired
by Mr Campbell on 10 December and subsequently.130
367.  In response to Mr Blair’s request of 16 December, Mr Campbell wrote to
Mr Blair on 19 December setting out the need to explain the UK’s strategy and
seeking Mr Blair’s views.131
368.  Mr Campbell wrote: “Iraq is moving up a gear as an issue and as we enter the
New Year we need to step up our communications efforts.”
369.  Mr Campbell recommended that the objectives approved in October should be
published as soon as Parliament returned on 7 January, with a statement in the House
of Commons from Mr Blair alongside publicity generated by the FCO Heads of Mission
Conference. The statement would set out the strategic framework for the Government’s
overall approach and draw together the diplomatic, political and humanitarian strands
of the strategy on Iraq as well as addressing issues of proliferation and terrorism.
It would “give us all the big picture to communicate and give us a handle for the difficult
questions as we go”.
129  Email Williams to Campbell, 2 December 2002, ‘Strategy Note’ attaching Paper, ‘Public Objectives’ and
Paper, ‘Media Tactics’.
130  Campbell A & Hagerty B. The Alastair Campbell Diaries. Volume 4. The Burden of Power: Countdown
to Iraq. Hutchinson, 2012.
131  Minute Campbell to Prime Minister, 19 December 2002, ‘Re: Iraq Communications’.
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