Tobacco Documents Online

~ RI-LL wxa K1, OWLTOv, I.c. ~ M ZC>BACCO I133:VT£, I21C. Public Relations . Nov. 19lob Program and Budget Proposals T5e Zbbacco Inatitate's public relations program is dssigned to meet the industry's serious challenges in the field of health and to r.-s•re better understaading aad support of the industry szd its position on ioportant issues. The public relations program for 1961 contenplates increased effo:-ts to take the initiatlve io presenting facts about the healtb charges and the in+usty's be:cficial role in the As,e.-ican culture and econouf. Provisions have been made in the prograo for additionsl stafY tiae devoted par•.icularly to the preparat.on and plicement of scientific materisL and to dealing vith \ orge.nixed efforts to attark the industry aad its products.' 7he past year sav iscreases in the tempo aad effectiveness of ettorta to give the public an acctaate tmdesstaad.ing of the tobacco and health situation. 7aere ver: also iaereases and refinements in the attacks being made by anti•tob:.eco grotTs. It is erpected that these advt;se pressurc.: vill continue and that they vill be fvrther developed sad refined dm-'.n.g the coming year. This vill r:quire continued alertaess aard advance preparation in osder to vard off or meet those attar.Ys. To be effective, defensi.e action must be ta.ken quickly and tiraly in order to set the facts straig:t at the time of publication or distribution of mielending iatomntion. PLAINTIFF'S EXHIBIT .•Z !~Q5- T 2.520q / .,.•F, ,ft,...... cc ._ CTR HN 02- ~'~ ~4

2 Increased stai': tire ard effort vill be devoted tovard ca_:,: tbese basic objectives of the Institute's proRsn: 1. To res.ch increasing nimbers of the public vith the facts abcst tobacco and health, to refute the axtrene charges aSaSnst tobacco a:.d to forestall or teaper Lmvs,rraa•,.ed attacks. 2. To inform the public about tobacco's curreat, past ard fut;ae ( role in the •conoaic, social and cultural development of the country and in the pleasure and comfort of the Aaerican people in order to build a better understanding of, and more receptive attitudes tovard, the ind:str;'s position and story. As much as possible, projec`,s proposed and publications issLed concentrate on these main objectives, in recognition of the fact that in previous meetings the Boa.~'d of Directors has specified the health attacks as tbe cardinal problem of the industry. As has been general.l,y recogaized by the Board of Directars, the public relations activities are closely coordinated vith the scientific and infor..•ation functions of the Tobacco Industry Research ComW:ttee. T.--1 s coopsrstion sr.ll contiaus. For this reason, the T1RC public relatiocs bu=det, Llready ayproved, is sbovn in parenthesis in the Tobacco Institute budget summarr, as far as star time is concsxned. Reviev of nwspapar aad ssagszine articles, hsadlins trsatment, and •d,itorials shovs that tmderstanding of the true status of the tobacco and health situation has steadily broadened among the press. It is beL'eved that the public has a general avareness of the videsyread scientific d.cubts rega•rding the extreme charges agalnst tobacco. -T 25210 C T R \ •N 0 02 8 72 S

-3- It may be advisable dur ing the ccas5 year to cocsider r.e&--s ci , meas,:.-ir.g public opinion to obta!= a better evaluation of the public's sttitude on the bealtb charges aga:nst tobacco. Since this is a matter for fu]1 discussion and policy decision by the Board, no bud6etary prarision for such a study is recoasseaded at this time. Projects and acavities provided for in the Tobacco I=st::.:;e's public relat:vus budget are iatended to a:,..ace certain immedia•.e such " the follorring : 1. To keep before the aenezal public the lack of ev:dence for Y.ea;th cLarges against tobacco, and the broad research efforts in the fields of cancer and heart dlsease. 2. To :ountes the eft'orts of profc_cioaal anti-tobacco forces atte...-pt:ng to enlist support of inedScal and scienti:ic groups for L:.- Justitied health attacks on the tobacco industry. 3. To provYde the scientific and medical profession vith i:..'o _at_cn and facts necessary for a rational aad balanced attitude tovard the use of tobacco and tova.rd biased efforts to link tobacco vith cau,es of disease s=d death. ~. '!b gain Reater understaadSag, in professional and lay gso+:ps, of the research prograa and findings of the TIRC. 5. To help resist e:"lorts of anti-tobacco forces to seek reg.Laticn ( or restriction of tobaeco products either through exorbitant taxation, labeling regulations, or other method3. C T R H N 02 8 '~ ~'t"3'

V Q) o 6. To rs--ad the ge:er ar pubLc cons`„a: t:y oS the i..pcr t.a: t: oIe of tobacco in the ecoaomic, social snd culttia-a1 fitti: e of this coua t.- y. 7. To help e.nlist broader support for the irdustry ob,,,ect_ves among all segments of the industry and relate: `roups, trom ~ove:s, reta:lers aad other occupations and proSessioas. 8. "_b be prepared to deal vith emerge:cy situatior.s vh:;ch, ss pas: experience shovs, eaanot alvays be saticipated and are oftea tioe-ccs ,.-. = g and important. 0 At the suggestioa of the BuCgeL Su.cc=ittee, hesded by Ni'.:.i=- L. Perry, tressur•e..•, the budget a.:d p:rogrsr= proposals ar e subr:tted in bct` su=azy s.: d de•„ail as follavs : 1. 'The css tcmA..-y overi2l buCSet su:...a.-y'for dS.-^ect previous ysa--s. 2. A co:sc`-:dated su=a.-y by Wor prog.-am act:vities, a`•.locst=:; staSY time and out-of-pocket costa and si.-e-ag totaL . 3. )Ljor p:rog:aa description and discussion vith the sa.:.a b%4tet tit'ses as given in lfo. 2. 12/1/60 T25212 CTR HN 02"B'<27

e O TPW' T-M1+CCC L... r., Eudget P:oposa'_ for 1961 vith Cc-par_s=s PabL1c Re?at:ors Act:vities Sta_•: C;eratio:s Gere:e? prcgre.: developaent and operatiors, research, vrit:ag, product:on, Eroup contacts, re- porting service, publicity, art 'c:rezze 19`^' (.^+ezr•isa~ Projected 1960 P:,pcse! '=_ -e- Disb•.:rse=ezts Bt::ge= BuGget 'SS: t W r d d - i h epar _ez , as . _gton an er ot field off:ces. 250,000 250,000 3_3, Q0;,` 6 T~, CC•C Out-of-?ocke;. Expeusc3 ephone & telegr-spa 3,500 4,000 k,ooo Nessenser serwice 1,000 1,000 1,000 Postage c:.a: ges 3,000 2,000 000 1,OCC ~ Photostats, m:til.ith, etc. ,600 3,600 ,60 0 1,OGG Travcl a: d expeses 18,500 15,000 25,000 l~~ Press, broadcast re.leases, etc. 800 1,200 1,000 ( r ) Press clipp:ass 1,000 1,000 1,000 outside vriters, consultaats, speake-s' fees 8,500 7,000 91500 2, 5X Miscella:eous Local axpense 1,200 1,000 1, 2C0 2:~~ Printing, booklets, reprints, exhibits, etc. 40,000 45,000 FYlm st-l-p de.eloprent 5,000 5,000 2,000 ( 3, ~-- ~ Zbbacco and Hes,lth 75,000 75,000 80,000 5,000 Wbacco Rexs 30,000 30,000 30,000 Scientific Per•spective 85,000 85,000 Z'IRC A=:z Repcrt(rc:.-s Diste-but.:on) 12,500 12,500 18,000 5,CX Tobacco and Il=ericas . 41,500 • i+o,ooo 5X (39,=C.:) Zbta,l Out-of-Pocket 246,100 328,300 315,800 (12,5x: Fee 30,000 30,000 30,000 Tota1 526,100 608,300 658,800 50,`.~C 350th An".iversa_-y (to be sub=itted as a sepa.-ate proposa:) • An additioaL7. 10,000 aprro.ed May 22, 1960, by the Board of Directors. T 25213 12/1/60 C ~'R It --AIN 0228'7~'8

T8E TC!&ACCO itS:I:LT"..-., T7C. Budget Propcsa: for 1961 r Staff "`i-e Out-of '!bta : P: cgr= I:ecec:s +~ T1RC I:stitate Pocket Icst:tte I Tobacco anZ Health (6,800) 15,600 80,400 96,OC'0 Iz Tobacco revs --- 31,300 31,000 62,300 III Other Publications and Printin8 (8,100) 50,000 i46,8oo. 196,3r'0 TV Press Relationa and Publicity (2,700) 50,100 15,400 65,5x V Scientific Meetings, Reports and Exhibits (6,800) 31,900 21,400 53,3'r' PI Legal Cooperation and Reports (b,000) 6,300 6,100 12,1+X YIZ L.i: torial P.esearc5, Iariting and Speech Mater:al --- 37,000 900 3",9=0 S~I Ind:utry Co-ti::: eations and 2ierrs Ar.alyses, etc. --- 31,300 4,600 3`„°=C DC co=rarity nelations --- :e,efl0 L,ONJ 22,5'v0 X Special P:o~ects *+F --- 37,600 5,200 4'-,g=C XI Scientific L:aison, Literat%..--e, Research, Cu.-:ent Digest, etc. (39,200) 31100 3, l^A (67,6oo) 313,000 315,800 626,6cc Fec 30,0CC Sub Total (67,6oo) 313,000 315,800 656,E00 a8tatt time apyroved for 1961 by TLRC and excluded frcm Institute Tot..a: co,•.r -.. "354ta Aar.latrsa..-Y budget to be sutcltted u a separate proposal. T 25214 CTR I-AIN 02 B -7 2 S I

R1LL wva 1:NONVLTON. I.c. I. TCB:CCO h."D ~TALTy T 2.5215 1961 Propcsa:: Three issues of :h;be::o aad Hei? ta vi' bc am: tistributed dL.-ing the :orthccczing year. 7hese vill inc?--de a"=ay" sLrple=ett for about one-half the copies. Print order for this is orv ever 550,000, vith nearly 310,000 go1n5 to doctors, det-tists ard =e~cal schoois. The others are distributed to press, public opinion lea_ers, tobecco industry, ta_-a a,nd related groups, ard through aerber c:=pe.-_4e:. Discl-ion: Forthcoairs issues viil reflect changes be;ng :.z.'.e as I a result of advice aad suggestions troa the Public Relations Coc=.i:tee :'a of tindings by the Group ktti tvdes Corporation report on dept.ti inte:-:e•rs vith doctors sude early in 1960. Most significant chaage is to identify subject matter nore close:y vith research results and repo.-ts. Chsuges ia forrat are also being t.:'e. Hoxe.+er, the G1lC sua-vey and a special study of ai:l going to doctors ind=cated that the p:esent non-elaborate format is e?:ective a.s an a'etter. Tse GAC survey iad.icated that: (a) the publ-Ication gets re:ative:y good recognition and readership; (b) St arouses relatively li ttle tovnrds the industry; (c) subject matte.- is of vide interest, atV (d) d_c:crs are relatively open-adssded concerning health charges and desire to re:e:ve use..^r1 latormation, particularly pertslniar, to resea:ch resslts. aud;.t: Pro.ision is saads for editorial plarsSng, vriti:.=, layout aad some editorial research. Rovever, the basic materia1 for t`.=s publScation is developed as a by-product of other scientific literat•,re sea--cb and this cost is bud8eted eLevhere. Out-of-pocYet estimates cover actual costs of printing, -a ':.g, pos'age, en.elopes, >aai11n8 11st royalties, etc. Sta.*: Time Total r3 , u Out-of-Pocket Insti y-: :e ($6,800) =15,600 ieC,LOO $96,000 E-. ! R t !E"'E 028rf ,230

PiILL .xa }CN O%+'LT017, Ir:c. II. T03AyC0 217Z 1961 Proposal: Four qua.•terly issues of Tobacco Nlevs are sche:;i:e: for 1961, vith about 85,000 copies per issue. Z"~..is publication C.>es to state legislators, business leaders, college teachers ar.d libraries, publ=c libramles, aevspapers and other medSa, tobacco vholesalers and reta::e:-s, merbers of otLer tobacco orgaaizatioz:., aad is also dis•„r_buted by ca=piy sn=bers. Discussion: Feature ites and institutional stories vill be use.~o to encou.-age vider attention to tobacco in other publIcations. Tcbeccc !;e•:s is a good .ehicle for getting a number of favorable indust.-y stories vide:y cSrcul.ated for reprinting amd use on the air. With the final 1960 issue, this publication vill !mve co-_7:e•„ed tvo ysars of quarterly appearance for a total of eight iss;:es. Plaas ca'- fc: a tho: o::g: re•acsalnation of the publication .rith the Public Relations Ccc=:ittee as to policry, content, and forr+at, especially looki ng tova..-3 develo;=ent of more nevs snd fes:ure stories of indust:y sia--'-•icsn ce. 2&-Lt: 1?iis publication reqvires origirsl sta_ry develop=ent, ass.C- nent, research, vriting, art, and layout. Featured by-line stc::es re:;•.:re edltoria1 advice, editing and re-vrite. Out-ot•poc]cet ast3mat.s include all eosts of production and d.is- tribtiitlon, including envelopes, postage, and mailing list eharges. Tsey also p:rorid. for secondary distribution of the ca.-toon feature, "Leaves in 23istosy," ia asat Sosa to a large list of nevspapers. Staff Time Total Institute Out-of-PocYet Institute =31,300 $31,000 $62,300 T 25216 I C.,~ ! F~ f ! '`'! 02 L i r` ~ ~ ~

RILL wNn KNOWLTON, I„c. III. OTF.S'R FUBL:CA=OtS A•4':) 1961 Proposa?: Preparation and dist::bution of printed aste::a=s to specie.l interest au3iences, u ve11 as general rea'ers, continues to be a basic cos.:.icatioas activity. As in past years, this activity in 1961 vi'I include not only pti:b- 1lcations originating vith the stafY but also the rtp:•'sting ard dSs:._b;:t:=E of special articles that appear elsevhere. (For axi-p1e, irom isst year, the Bsrkson pieces, the Advertising Age piece on statistics, D:. Little's Br:ef Reviev, the U.S.A. article oa cigsrettes.) Among specific plans foz 1961 are: 1. Scientific Perspect:ve. Ad3itiona; s!_1t.,,-:ial vork viL' be needed to put thiL compilst3on of scientific excerpts inta tinal shape. Pe:na_:=c tinal deter_lnation of the method of dupllcatin g a:.: extent of dist: _bu•.=on, there is carried fozvard in this category the f:a.re ea_--e•rked in the 1960 budget, but not used, of $85,000. Also, sdltozial vork is tinder way on a si,-,s: but s:. rler ccsrpL'a••,ion of research excer-pts relatiag to factors being stud:ed in heaz°L disease. 'When this is co=o;leted, it vill be prvpoaed for dup:Scation and distribution. 2. 'PIRC Annual Report (Dctra IIistribution). T•Sost baaic editor{a.l vozk aad initial printing and distribut3on costs for this report are in- eluded in the TgtC public relations budget. 8a++eTer, it is proposed to give sxtra distribution to at least part of the 1960 report, as vas done vit: t: e 1959 report, vitb saco=•ag.ng response. ZY,e 1960 report, due out sa.-1T in Janua.ry, vi11 feature the Scientific A.drisory Zoard's firit report to the 4bbacco Industry Resea.-ch Coaaittee. Based on last year's experience, the repr*.ti.ag e:d added dist.-ibutlon of imporLar: sect:on.• of this report is put at $18,000. T 2521'7 ''~~' CTR H~•~ C~~6-r

2 I 3. State Bcok:ets. Nt;n;e bcok:ets in the state series vil: continue to be cocri:nated vith plaas of the Co=;:1ty Relations Cc-'::ee. No order of pziority of tuture booklets has yet been assigaed. Rovever, material has been or is being gathered for booklets on Massac':setts, Con,necticut, Penuylve.nia; Ind.ia:.t, KentucYy, Ter.nessee, Gecrg:a ard Ca1_for :.'a -- states in vhich Co=urity Relations Cc=ittees ase pla_e'_. During 1960 six booklets, complete_ and distributed, cove:-ed tobs::c's role in Missouri, Kaasas, Plorida', I111nois, Virginia and Wisconsin. Ic- e1u31ng editorial prepa.-ation, printing, and distribution, vith press releases, it is astiasted that the booklets alseady produced have avera;e'_ in cost slightly under s6,000 eaeh. ?or 1961 a11ow=ee has been a.a?e Scr six booklets at a total of about $36,000.00. k. Fev Srochure. A nev general indust.ry brochure should be de•re_:re= to supplement Zbtacco -- A Vita1 U.S. Indast-y. T.:e latter vas vell•received by hisb school and college teachers vho rsquestsd thcsa::.'_s c' extra copies for cls.ssrooa use. Based on this response, pre'•...='na.-y y.szz~:: is under vay to develop a broch,ae to deal more specifica':.y vith the aad yroduetion aspects of the tobarco industry, vith the educatiena: use c• such material apecifically in mind, although the brochure vould not necessa^::y be identified as tducational or classroom material. ?Sajor editorial costs a:e included, but ao specl.fic out-of-pocket axpenses have been allocated. S. Industry Fact Booklet. An abbreviated and sinply illustrate_ sL;,_y vorsion of The Industry Story - Six Factual Reports is proposed. The of this original background docur,eat is runaing lov, and a suy^~,lenen•,.al s~ee t vith later InSozzatlon is no•r being distr-ibat.ed vith copies. The sugges te'_ ravision vould drav beavily on inforsation In the present version, but t.`.e tozmat vould be a booklet, rather than the folder originaL'y issued. Lditorial aad out-of-pocket costs are anticipated. T2521'3 CTR MN trl2"673-3