Conveying a positive image is part and parcel of every single job I’ve ever had where I come in contact with the public. Sometimes, with some people, you need to clarify the “service with a smile” bit. This doesn’t seem to go beyond that; it isn’t exactly a “talking points” memo. It just feels like it’s being taken a bit out of context. FEMA’s screwed up way too much on truly BIG things to really bother with this particular minor distraction.
Props to Smoking Gun for a good effort, and here’s hoping they can come up with some more directly pertinent docs in future days.