Tobacco Documents Online

February 22, 1993 Memo to: Ellen Merlo From: Victor Han Subject: Burson/ETS 1 ;~. I have reviewed Burson's materials, including the most recent document, which I received just before our Cabarrus meeting, that was created at your request coming out of our last meeting with Tom Humber. The purpose of this cover memo is to delineate the strategy Burson should pursue in coordination with APCO and PM, and those specific actions that we should consider at this time. Costs are not included here and will be estimated based on the items we choose to follow through on, if any. ; Strat~ (lifted from page two, of attached document number one, "ETS Media S trategy" "The growing perceptions about and animosity toward EPA, as an agency that is at least misguided and aggressive, at worst corrupt and controlled by environmental terrorists, offer one of the few avenues for inroads. Of particular importance are the scare tactics and the scientific laxity of the risk assessment process, the economic and social harm of over-regulation and the out-of-control expenditures of taxpayer money." "The great leveler here, if there, is one, is that, with ETS and other EPA actions, the facts simply will not sustain the rhetoric or the actions." "However, without a major, concentrated effort to expose the scientific weaknesses of the EPA case, without an effort to build considerable reasonable doubt about that case -- particularly amongg consumers -- then virtually all other efforts including the effort to achieve a more balanced approach by OSHA, will be significantly diminished in effectiveness. This is the toughest challenge of all, the one against which the clock is ticking the fastest and the one that should be treated with the greatest urgency."

"The credibility of EPA is defeatable, but not on the basis of ETS alone. It must be a part of a larger mosaic that concentrates all of the EPA's enemies against it at one tirne." While this strategy represents a specific approach to media (please read document one, ETS Media Strategy), it also provides a strategic context for other recommendations made by Burson in its previous document (document two, also attached). Based on a close review of all Burson materials, I am putting forth a number of next steps, that I propose we allow Burson to move on. If everything is not deemed appropriate at this time for whatever reason, it still makes sense to get going on specific items. 1. Inventory all reasonable publications and writers, determine approaches then move forward. This would be based, in part, on the chart that appears in document one. However, certain appropriate journalists have already been identif'ied. They are primarily of the revisionist ilk which is in keeping with the strategy of avoiding a broadside approach that in all liklihood will prove ineffective at least at this time. These journalists include P.J. O'Rourke (Rolling Stone columnist), Mike Royko, Rick MacArthur (flarpers'). Others include John Crewdson, Nick Wade and Gregg Easterbrook, mainstream journalists conversant in scientific issues and capable of thorough investigations. In addition to message approaches, this initiative would also seek to identify others who might be able to speak out. They include Victor Schwartz for legal journals or publications aimed at employers. 2. Nail down the availability of TI scientists and recruit other scientists and experts for use with media, testimorLy cpalifiion k'"`" CJ development. ~*V-a- ~-~~~ e~~'~ 3. Develop a plan for EPA Watch/Bonner Cohen as expert on EPA ~ matters, i.e., regular syndicated radio features on EPA activities (the W good and the bad), news bureau function, speaking engagements, ~ whatever can be done to increase his visibility and credibility on ~' matters dealing with the EPA. i

4. Leverage existing relationships with coalitions. For example, the Council of Mayors. (I realize at Cabarrus Steve said that some discussion had taken place re: some of these groups so as not to reinvent the wheel. WRO also said it wasn't sure it wanted to use these resources for this issue. I ask, if not for this, then for what? If not now,, then when?) o The U.S. Mayors publish its organ twice per month. Burson believes it can place an EPA story in every second or third issue, beginning mid to late March. The subject, which is the Mayors' subject, is unfunded mandates. It is in keeping with the overall strategy of coming at the EPA from many fronts with many issues and would evolve over time to envelop our own specific issue. o National Meeting of Mayors Conference (mid-April) Burson proposes to make the EPA/Unfunded mandates a centerpiece or prominent element of this conference. It would be led by Victor Ashe, Mayor of Knoxville, and a select group of activist mayors. Most important, it would be accompanied by a significant media effort. o Mayors Regional Meetings (four times per year) Same as the national meeting except with a regional focus that concentrates the media effort on heightening awareness among the media, gov nment, regulatory and other audiences. o Develop white papers (two to four in 1993) on unfunded mandates and, if possible, related EPA issues, for general and targeted distribution, with media at the top of the list. To be authored by mayors. o Develop workshop on issue for Mayors Annual Meeting (June, 1993). o Investigate and/or initiate Mayors panel on issue for use before appropriate Congressional hearing or other venues.

o Newsbureau Program As activites build and advance, institute a flow of "news" to City & State, American City and County, National Journal, i.e., media that talks to government. In addition, focus will alsobe placed on regional and local media efforts based on activities of specific mayors. o To the extent possible, begin investigation of ways to have the National Association of Counties, National League of Cities join with the Mayors to increase depth and breadth of coalition. o A key objective in expanding the reach of this effort will be to bring on board some of the more prominent mayors to increase visibility of issue through media efforts. These mayors would include Daly of Chicago, Jackson of Atlanta, Flynn of Boston, Rice of Seattle, Webb of Denver. In addition, these mayors reflect appropriate geographic distrib ution and areas where the issue is getting hot. kr a-aac tion to Conference of Ivla-s~fievelop appropriate plans d recommendations for Institute for Regulatory Policy, Citizens for a Sensible Environment. 6. Develop a proactive plan to activiate growers on the issue, forming a coalition of sorts that can be extended to include other affected parties (i.e., suppliers, vendors, etc.) 7. Meet with the First Amen dment Center to explore possibility of reviewing coverage of ETS, EPA, risk assessments. This is a media peer group that is respected and has the capability of changing reporters attitudes on..issues-on a wholescale-basis: The above represents what I think are suitable next steps for Burson to engage in at this time. If PM can't do all, then at least we should be doing some. I also attach three other documents labeled three, four and five. Please look at number three carefully. It represents a natural alliance that short and long term can be of significant benefit to us in a variety of endeavors. We share a lot of issues, as the memo will make clear. Because the price tag is so high and its multiplicity of a

values, it should be considered as a shared expense between corporate contributions, corporate affairs and marketing. Document four proposes to do what APCO is currently moving forward on with its third strategy. Document five proposes a useful angle that could very well dovetail with some of what AIi'CO! is trying to do. I'm ready to discuss when yo u are.

2023920040 i