Your friend and mine Donald Rumsfeld apparently used to fire off about 40-60 little memos a day, termed "snowflakes" for the way they drifted down upon the heads and outstretched tongues of the Department of Defense. After reading several of them, it would appear that the good Secretary was awfully concerned with how things were being perceived in the press, and felt he was often being depicted unfairly. He would, at times, attempt (with some success) to develop counter-narratives to combat the depictions at which he took umbrage.
Does that sound like a Secretary of Defense? Or does that sound like the type of thing that one would expect from, for instance, a blogger?