unfortunately, it cost to pull up this archived NYT's article about it:
Ketchum Rated Reporters on "No Child Left Behind"
Source: New York Times, October 16, 2004
The U.S. Education Department paid $700,000 to the Ketchum public relations and marketing firm, to produce two video news releases and to rate newspaper coverage according to how favorably reporters described the Bush administration's No Child Left Behind law in 2003. Democratic Senators Frank R. Lautenberg and Edward M. Kennedy have criticized the Ketchum contract as "an illegal use of taxpayer funds. ... A comprehensive, nationwide media study identifying journalists and news organizations writing favorable stories on President Bush and his political party's commitment to education has only a political purpose."
this blurb can be found about half way down the page here:
http://www.prwatch.org/spin/2004/9Apparently, the Ketchum PR firm connected with Williams, rated newspaper journalists etc. on how they covered the No Child Left Behind Act. USAToday may have broken this story this week because they were rated poorly by Ketchum ....
snip..
In ranking newspaper coverage of No Child Left Behind, Ketchum developed a 100-point scale. Stories got five points each for positive messages, such as mentions that the law gives choices to parents and holds schools accountable.
Five points also went to stories that send a message that "The Bush Administration/the GOP is committed to education."
Stories lost five points for negative messages, including claims that the law is not adequately funded or is too tough on states.
The news review for the department also rated education reporters, giving higher scores to their stories if they were deemed positive.
"The government should spend money that benefits the people. How did this benefit the people?" Tompkins said about the ratings of reporters.
In one period, for example, Ketchum rated reporters at USA Today and at newspapers in Atlanta; Cleveland and Columbus, Ohio; Harrisburg, Pa.; Louisville; Portland, Ore.; Minneapolis; and Salt Lake City.
more ...
http://www.usatoday.com/news/washington/2004-10-10-bush-school-ad_x.htm