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Confidential CONEIDENTIAL PR No. ll-61 INFOKMATIONAL M~MORANDUM ' May 2, 1961 To: Mr. George V. Allen, President The Tobacco Institute, Inc. and Public Relations Committee Report on Third Meeting, Subcuu~ittee on Ce~mun~catlons, April 21, 1961 James C. Bowllzg, chairman of the Public Relations Committee of the Tobacco Institute, has requested that we transmit the attached report of the April 21, 196~ zeeting of the Subcommittee on Communications to you. Re : Hill and Know!ton, Inc. Public Relatior_s Counsel 150 East 42nd Street New York 17, N.Y.

1961 ~I~ l?Xdv

-2 - CONEIDENTIAL That a further effort be made to produce a cogent and easily understood sun~ary of the scientific c~se against the .cigarette theory. '~at is needed is a lay publication rather than a ccmpilaticn of scholarly references. In view of the "dated" character of the original WRite Paper and "Science Locks at Smoking" an up-to-date document of this sort is badly needed and would have m-uy uses. 5. That a flow of positive statements and research releases, along with an occasional printed summary llke that described in 4 above, is essential to keep members on the state Com- munity Relations Com~ttees informed, interested and alert to the Industry's problem. 6. That the same flow of releases, statements and su~ries is a_Iso needed to inform state and Federal legislators -- particularly although not excluslvmly those of tobacco regions -- of the Industry's side of the health issue. 7- That more and mor~ vigorous spokesmanship be arranged both for the Industry's scientists and for Institute officers as a means of brezking into print with our views on the health question. The subco~ttee does not vish to imply that no legitimate, Instltutlonal-type publicity projects be undertaken as, for example, the forthcoming celebration of the Izdustry's 35Oth annivers~. Nevertheless, the subc~nmittee believes this type of activity ";ill prove v~lueless unless the in- dustry's primary public relations problem is adequately met. (The above is suggestive rather than exhaustive, recognizing that a creative, flexible and aggresslv~ program is needed as distinct from a rigid routine of printed periodicals interspersed with occasional defensive denials of anti- cigarette charges.) . . " . The subco~ttee recognizes the difficulty of achieving press attention for the Industry's view on smoking and health, but regards it as essential to the future progress of the Indust~ that all other activities be subordinated to this primary objective. The subcommittee believes that our present program over-emphasizes the notion of gaining "general acceptance" for the industry as an economic entity, and that this over-emphasls is, or may appear to be, ,,, an evasion of the basic issue. It recozmends in the strongest possible way that the resources of the Institute be focused in a consistent and vigorous manner on the highly demanding task of gaining exposure for research results coztradictlng the antl-c!garette theory. It suggests that strict limlta- tlons, budgetary or otherwise, be applied to the Institute's resources and those of the agency are funnelled in this direction.

-3- CONEIDENTIAL The subcommittee believes a basic change from the present passiv~ public relations stance in the smoking and health area to an active one is essential to the future of the cigarette industry. Res~ectfully and urgently submitted R. K. Eei~nn - The American Tobacco Company (Chairman) J. C. Bowling - Fhilip Morris, Inc. H. Gercken -P. Lorillard Company, Inc. J. Jones -Sidney J. Wain, Inc. (P. Lorillard) R. P. Moore - Liggett & Myers Tobacco Company D. Provost - McCann-Erickson, Inc. (Liggett & Mymrs) J. M. Ripley - Ivy Lee & T. J. Ross (American Tobacco)