This week's Air Force Times reports that the Air Force wants an extra $59 million of your tax dollars next year to pay for a campaign to win tens of billions more of your tax dollars.
You see, the Air Force’s research shows that the American public does not appreciate the Air Force as much as the Air Force thinks it should. Air Force generals worry that Americans may conclude that our current wars, which are relatively low-tech, ground power-centric affairs, are a reasonable basis for making procurement decisions. That conclusion may produce budgets that favor the ground forces, thwarting the Air Force’s plan to become the service that runs future wars. And the administration has already refused the Air Force an extra $20 billion for its annual budget.
So the defense budget submitted recently to Congress would more than double the Air Force’s advertising spending to insure that the public doesn’t figure out that platforms like the F-22 are white elephants.
The Air Force defends the funds in this, surprisingly forthright, way (from page 652 of their budget estimate for FY 2009):
Without the funding the ability to educate the American public about Air Force roles and mission will be limited and [sic] ultimately creating a gap between the public and the Air Force that will influence public opinion and the Air Force's ability to maintain its stature amongst the other Services. Other recruiting programs aided in meeting accession goals but did little to illustrate the Air Force story. This funding purchases capabilities to illustrate the Air Force's vital role in national defense today and in the future, hi-light the unique capabilities delivered by no other service, depict the most complex and challenging assignments, and show case the USAF.
According to the Air Force Times:
Air Force officials believe Congress and the public are focused on the wars in Iraq and Afghanistan, where the Army and Marine Corps do most of the fighting. Therefore, efforts to expand the Air Force’s high-tech fleet of aircraft and the service’s cyber mission are taking a backseat to the immediate needs of the wars.
If that is what the public thinks, I commend our common sense. Silly op-eds and press releases asserting how essential airpower is to counter-insurgency apparently failed to do the trick.
All the services spend big bucks on recruiting. That’s the point of the $53 million the Air Force spent on advertising last year. And that’s low, relatively speaking. In 2005 (the latest set of complete figures I could find), the Army spent $290 million on recruiting-related advertising, the Marine Corps $67, the Navy $100 million, and the Air Force $57 million. The ground services, which need more manpower and take far more casualties, naturally spend more to woo recruits (not to mention a whole lot more on bonuses).
But the extra money the Air Force wants is not going to recruit new airmen; it is for TV, web, and print advertising meant to win public support and funds. It is, in other words, for propaganda.
True, $60 million isn’t much in a defense budget that will cost nearly three quarters of a trillion dollars. But spending our money to convince us to spend more of our money just grates.
The Air Force already has the Thunderbirds, a traveling air-show, to promote itself. (The similar Blue Angels promote the Navy. The Army employs a Parachute Team, the Golden Knights for PR). It was a $50 million promotional contract for the Thunderbirds that recently landed the top brass of the Air Force in the middle of an FBI investigation – one that, as far as I can determine, is ongoing.
Beyond public funds, the Air Force Association, a non-profit organization, exists to sing airpower’s praises (the Navy and Marines have the Navy League). And of course there are the contractors who lobby on behalf of the Air Force contracts that pay their way.
The Air Force has enough ways to sell itself, and then some, without this new request. Congress should say no.