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TO: CO~IDENTIAL T. V. Hartnett, Chairman Tobacco Industry Research Committee Hill and Knowlton, Inc. Report of Activities through July 31, 195h SUMMARY ~FACTIVITZES ~he functions of public relations counsel have been threefold: (i) Over-all policy ~idance and programming; (2) a~ministration of C~m~ittee af- fairs; and (3) public and press relations and contacts. Since these fuactions frequently overlap, there can be no clear-cut deline~ion of activities into these three categories. In the first section of this report, "S.ummary and Background," the historical approach is taken. In the second section, "Other Public Relations Activities," a topical presentation is used. SUMMARY AHDBACKGROUND In mid-December, 1953, executives of leading tobacco c~mpanies decided some kind of Joint action vas imperative in the face of widely publicized attacks alleging a link between cigaretts smoking and lung cancer. Representatives of Hill and Kno~iton, Inc., were invited to meet vith these executives for consultation on ways and means o£ dealing vith the problem. At this first meeting, it vas agreed that the wisest course of action would be for the industry to find out, through objective research, ~hat truth there was, if any, in the charges being made against it. Mr. Hill stated it vould be a serious public relations mistake for the industry to make any move that could cause it to be accused of disregard of people's health and under no circumstsnces c~uld the industry afford tc engage in direct controversy with its detractors. With the acceptance of these principles, Hill and Knovlton, Inc. was asked to recommend a program to implement them. MWMO00148

-2- After two weeks of intensive study of the problem, ~ubllc relations counsel developed a step-by-step program whlch was discussed at a meeting with a small group of public relations representatives of a number of tobacco c~panies. Valuable suggestions were made at this meeting, and the progra~was put into final shape and submitted to the principals at another meeting the last week of December. Taking into consideration court ruling inhibiting the industry from or- dinary trade association activities, the program recommended: i. Formation of an industry group to be known aa the Tobacco Industry Research Committee, dedicated to sponsoring and financing research into all phases of tobacco use and health. 2. Establishment of a Scientifib Advisory Board, to be c~mposed of distinguished research scientists and educators, and a Scientific Director, to guide the research objectives. 3. Undertaking of continuous editorial research into relevant scientif- ic, statistical and medical material, past and current, for an effec- tive information program. ~ 4. Keepin~ the public informed regarding the Co~ittee's activities. As a first step, a newspaper advertisement outlining the industry's plans was proposed, copy for which was submitted. The program and the public statement advertisement were approved. The agreed-upon approach was to sponsor genuinely objective research and to bring to public attention the fact that there is now no conclusive proof that cigarette smoking is a cause of lung cancer or other serious problems of human health. On January 4, the advertisement and news announcement appeared and the Tobacco Industry Research Committee was in being, with Paul M. Hahn as Chairman for the first three months. MWMO00~49

-3- Since the Committee had no headquarters and no staff, Hill and Kncvlton, Inc. was asked to provide a workir~ staff and temporary office space. As a first organizational step, public relations counsel assigned one of its experienced exec- utives, ~. T. Hoyt, to serve as account executive and handle as one of his functions the duties of e>.ecutive secretary for the Tobacco Industry Research C~ittee. Selection of Scientific Advisors The task of selecting a Scientific Director prior to getting a Scientific Advisory Board proved difficult, and Chairman Hahn de~ided to reverse the order and select the Board. Public relations counsel provided assistance in selecting and inviting a group of seven scientists, all of whom agreed to serve, and the first meeting of the Board was held on April 26. On a number of occasions, from the start of the Tobacco Industry Research Committee early in the year, when his name was put forward by Mr. Hill, Dr. Clarence Cook Little was p:oposed to the Committee as excellent possibility for Scientific Director. ~hen Dr. Little accepted a place on the Advisory Board, these recommenda- tions were renewed to O. Parker McComas, who had become Chairman of the Tobacco In- dustry Research Committee, and various members of the Board. He was unanimously requested by the members to serve as Chairman and to consider becomin8 Scientific Director. On June 15, Dr. Little'e acceptance was formally announced. Dr. Little as Scientific Director ~ith a hishly-respected and qualified scientist n~w in a position to speak for the Committee on its research problems, it became possible to meet more o~ the public relations problems facing the Co~ittee. MWMO00150

-4- For example, through Dr. Little's full cooperation in press conference arrangements that included photographers, radio, television and scientific writers, it was possible to achieve wide coverage of the purposes and philosophy behind the industry's research efforts. After the Hamnond-Horn report was delivered at San Francisco, Dr. Little was asked to dictate a statement by telephone from Bar Harbor which was put into shape for a press release. After clearance with the Scientific Advisory Board, this was issued to the press and widely used, resulting in tempering some of the hysteria caused by the Hammond-Horn report. Dr. Little also apprcved an announcement of the outline of research adopted by the Scientific Advisory Board. Dr. Little's skeleton outline was ~evel- oped into a full statement for general release to press and radio, with resultant wide and favorable attention. Reaction of the press to such steps has been generally good, as exem- plified in a column by Waldemar Kaempffert of The New York Times, dean of the country's scientific writers: "The case for and against tobacco consumption as a cause of cancer may b~ settled by the Tobacco Industry's Research Committee of which Dr. C. C. Little, former director of the American Cancer Society, is head. Many will argue that an impartial investigation can hardly be expected from a body of expert, s paid by the tobacco industry. Dr. Little is an eminent geneticist, a type of scientist who has the courage to face facts and to state them." Because of his scientific approach, Dr. Little correctly feels that the industry must make no controversial statement on scientific matters unless fully supported by facts and approved by the Scientific Advisory Board. Mr. Hartnett as Full-Time Chairman Final step in the formal organization of the Tobacco Industry Resear=h MWMO00151

-5- Committee was the selection of Timothy V. Rartnett, retiring president of Brown and Williamson Tobacco Corporation, as full-time chairman, rather than to continue rotating the chairmanship. He assumed his duties on July i, with appropriate public aI~nouI~cement • Throughout the formative period, Chairmans Nahn and McComas provided valuable leadership in developing both the organizational and public relations aspects of the Committee's work. Mr. Noyt, with staff assistance, handled liaison, agendas, organizational plans, business affairs, reports, and materials for meetings of the Tobacco Industry Research Co~ittee, the Scientific Advisory Board, and the Industry Technical Committee, in addition to developing operating procedures for the research program and carrying on continuing contacts with the C~ittee and Advisory Board members. Periodic meetings are held with public relations representatives of the various ccmpanies. Morthwhile suggestions have come from members of this group, both at the meetings and in the~ interim. OTHER PUBLIC RELATIONS ACTIVITIES The information work of public relations counsel was carried on and developed throughout the formative period of the C~m~ittee. It includes several categories of activities which will be described in detail. I. TIRC As An Information Source A continuing important function is to build up the TIRC as s reliable and authoritative source of facts relating to the tobacco and health problem. That this is being done is indicated by the growing number of inquiries from writers and editors of various publications, newspapers, press services and broadcasting companies. MWMO00152

-6- As a part of this york, the building and maintaining of a TZRC library of basic informational material is in progress. Present m~terials include: i. A cross indexed card file on medical and scientific papers regarding smoking and health that are noted by the N. Y. Academy of Medicine in some 2,500 medical Journals published throughout the vorld. Most pertinent material is obtained in full. 2. Basic books dealing vith tobacco, its history, and other relevant technical or general v~lumes. 3. Special files of all pertinent press clippings. 4. A cr~ss indexed card file on medical opinions regardi~ the cigar- ette controversy as noted in press, radio s~d other popular media is compiled from the clippings. 5. Full texts of speeches, announcements, ~anel discussions, and similar material vhich are germane and available. 6. Data relating to othe~ related phases of smoking and health, both here and in foreign countries, obtained frc~ established sources. This includes published material from U. S. Department of Health, Education and ~elfare, Bureau of ~nternal Revenue, Department of Agriculture, Food and ~gricultural Organization, the Tobacco Merchants Association and the U. N. 7. Curriculum vitae of Scientific Advisory ~oard members is maintained on file, as yell as some informatio~ about their scientific york. If. General ~evs Releases Eleven general mevs stories have been distributed since the formation of the Committee. In each instance, direct personal contact vas made ~ith m~Jor ne~s outlets in the press, radio and magazine fields, through staff MWMO00153

-7- members in New York and fieJ.d offices. An indication of the results has been in- cluded in the photostatic news summaries that have been sent regularly to Co~z~ittee members. The releases were: I. Announcement of the formation of the Committee, January ~, 2. Abstract of Dr. Rosenblatt's paper, March 17, 3. Announcement of publication of "Scientific Perspective," April i~, ~. Selection of Scientific Advisory Board, April 27, 1954. 5. Research Projects invited for consideration by Scientific Advisory Board, May 18, 6. Appointment of Dr. Little as Scientific Director of the Tobacco In- dustry Research Committee and Chairman of the Scientific Advisory Board, June 15, 1954. 7. Dr. Little's statement regarding the Hammond-Horn Report, June 22, 195~. 8. Mr. Hartnett appointed Chairman of the Tobacco Industry Research Committee, July i, 9. Dr. E. B. Wilson becomes a member of Scientific Advisory Board, July 20, 1954. i0. Dr. Hueper's talk at Sao Paulo distributed with "Highlights," July 26, 19~. ii. Dr. Little a~nounces scope of research program, July 28, Each press announcement is prepared and distributed individually, ac- cordin~ to the type of story. A case history of sr~e of the steps taken on one release is that of Dr. Hueper's talk at Sao Paulo, Brazil: AW 000i 54

°8- al 1. Advance checking on the Sixth Internation/Cancer Congress revealed that Dr. Hueper of the National Cancer Institute was scheduled to talk on "Environmental Cancer of the Lung." (Other information, of course, was also obtained and followed up.) 2. The Hill and Knowlton~ Inc., Washington office, requested to follow up on this Information~ obtained from Dr. Hueper an advance copy of his talk and sent it to New York. 3. Study of the paper shoved it contained newsworthy material concerning lung cancer and particularly concerning the lack of a proven link tween lung cancer and smoking. Further inquiry in Washington brought out that no press distribution of the talk was contemplated either by Dr. Hueper or the National Cancer Institute. In view of this, permission fro~ Dr. Hueper was obtained to distribute copies of his talk to the press, on his strict condition that this be done or~ly after it was certain that he had actually delivered it -- placing it in the public domain. 5. Reproduction of the 17-page paper, of two pages of highlights, and of a covering note to editors from Hill and Knovlton, Inc., and all prep- arations for distribution were made in advance of the talk. 6. Special liaison with representatives in Sao Paulo was established to give word of Dr. Hueper's delivery as quickly as possible, so as to enable distribution of the talk while it was still newsworthy. How- ever, due to postponement in Dr. Hueper's presentation, this notifi- cation did not arrive until after 2 o'clock Monday afternoon -- quite late to begin press distribution. 7. Personal delivery of the Hueper release was made to important news- papers an~ services as well as distribution to science v~Iters, edi- torial ~rriters and feature ~riters. Evidence of use of the material MWM000155

is still being observed. (For example, "Science in Review," page E-7, New York Times, Sunday, August i; I~S Sunday column for August 8; U. S. News and World Report, August 6, page 85.) Although mar~y of the writers covering the Sao Paulo meeting failed to mention the Rueper talk in their dispatches, it is significant that, ~s a result of the distribution in the U.S.A., stories ques- tioning a link between smoking and cancer were given vide attention, both in headlines and stories. In some press accounts, the Rueper story took precedence over the reports of Drs. ~ammond and Wynder, even though the latter were made available to the press in advance of their delivery on a hold-for-release basis. IIl. Special Assistance to Presst Radio~ Magazines and Others This category might include many more items than those listed since there have been numerous telephone calls and personel contacts made on which the ultimate results are not yet known. Following are some examples of such assistance: i. Considerable source material was read and digested to provide facts for a column written by ~al Boyle, distributed nation-wide by the Associated Press. (Note: Many of the basic facts also are incor- porated in material given to other writers.) 2. Special personal contacts are being made regularly with Time, Newsweek, U. S. News and World Report, and Business Week editors to encourage use of TIBC material. 3. Through personal contacts, advance information was obtained that a prominent magazine intended to report a growing lack of interest in the TIRC program on the part of participating companies. This ref- MWMO00156

-I0- erence was removed from the story when the facts were brought before the magazine editors. ~. By personal contact, advance knowledge was obtained of a story on smoking by B~ Considine for Cosmopolitan Magazine. Information was supplied resulting in seven revisions and five qualifying addi- tions to the story which was already in type. 5. Considerable information and assistance was provided Donald 0. Cooley in the preparation for his story in Tru.__.~eMaga=ine. This entailed conferences with the author to york on factual revisions. 6. Further research and assembling of material and personal conferences have been extended Mr. Cooley to provide him requested aid in his writing of a ~8-page, low-prlced book for newestand sales and angled at the idea '~ou don't have to give up smoking." Fawcett Publications is issuing the book entitled "Smoke Without Fear," in late August and early September. 7. Personal discussions with edltorialwriters and the supplying of material preceded the appearance of several poeitive editorials in the New York Dail~ ~evs. 8. Several other editorials which have appeared in newspapers through- out the country vere the result of information provided by mail or through direct personal contacts by branch office staff memberl of ~ill and Knowlton, Inc. Editoriale in the influential Washington papers are an example. 9. Two editorials ~idely used in "home town" dailiel and ~eeklle~ through- out the coumtry were prepared for and then distributed by the U. S. Press Association. Hakes a Slow Crop." received. These were "The Same 01d Culprit" and "Truth Over i00 clippings of these have already been MWMO00157