“We are in a battle, and more than half of this battle is taking place in the battlefield of the media,” Ayman al-Zawahiri, then al-Qaeda’s second-in-command, purportedly wrote in a 2005 letter to Abu Musab al-Zarqawi, the Jordanian who led al-Qaeda in Iraq at the time. The previous year, Zarqawi’s network, originally known as Tawhid and Jihad, had publicly released more than 10 beheading videos, including a video believed to show Zarqawi himself beheading the American businessman Nicholas Berg. This was bad PR, Zawahiri cautioned his hotheaded field commander, and risked alienating Muslims.