Ask the Scholar
Document scope · 1 page
Scholar
Ask about this object, its catalog metadata, its source description, or the page inventory.
For page-specific OCR and visual context, open one of the page chats.
Scholar Source Context
Document identity
localId
118569874
label
Communications May 1984
core
doc
dtoType
document
citationUrl
pageCount
1
Source metadata
id
118569874
contentType
document
title
Communications May 1984
citationUrl
identifierLocal
137
collections
Records of the White House Office of the Deputy Chief of Staff (Reagan Administration)
Michael Deaver's Subject Files
thumbnailUrl
largeImageUrl
imageCount
1
hasImages
yes
source
import
hasTranscription
no
Source extras
naId
118569874
coverageEndDate
logicalDate
1985-12-31
year
1985
coverageStartDate
logicalDate
1981-01-01
year
1981
levelOfDescription
fileUnit
recordType
description
ocrSource
nara-archive
Single page context
seq
1
pageIndex
0
type
document
mediaId
638b375849f61d52
ocrText
Ronald Reagan Presidential Library
Digital Library Collections
This is a PDF of a folder from our textual
collections.
Collection: Deaver, Michael
Folder Title: Communications-May 1984
Box: 36
To see more digitized collections
visit: https://reaganlibrary.gov/archives/digital-library
To see all Ronald Reagan Presidential Library inventories
visit: https://reaganlibrary.gov/document-collection
Contact a reference archivist at: [email protected]
Citation Guidelines: https://reaganlibrary.gov/citing
National Archives
Catalogue: https://catalog.archives.gov/
THE WHITE HOUSE
WASHINGTON
May 7, 1984
MEMORANDUM FOR MIKE DEAVER
MIKE McMANUS
mediom.
FROM:
SUBJECT:
Communications Office Update
This memo will bring you up to date on a number of ongoing
projects in the Communications Department which we have
discussed during our planning meetings at the beginning of
this year:
1) Computer usage - Progress is presently being made on
adapting our present computer system to include a
program of the talking points prepared by Mike
Baroody's office and various issue updates which will
be cleared by Dick Darman's office. This system should
be available for you to review in the next couple of
weeks and at that time you may want to make some
decisions with regard to setting up a computer in your
office.
2) Media Relations computer usage - I've asked Merrie
Spaeth to think about computer usage for the Media
Relations Department, and after several discussions on
this subject, she has prepared a proposal which is
attached to this memorandum for your review. The
proposal is a plan whereby we can adapt our present
Dialcom system to essentially become an electronic mail
distribution facility for White House press releases,
announcements, briefings, and other Communications
Department materials which we want to get quickly to
the media services. I have already approved the first
phase of this plan which is only to have Merrie begin
to collect the kinds of material which we would plan to
put on this system if it is approved. Once the
material has been accumulated, we will submit it to you
so that you can look at the kinds of information we
would plan on sending on a regular basis to radio, TV
and newspaper organizations around the country by way
of this system.
3) Specialized interviews and press conferences - I
would like to raise again with you the proposal that we
set up a series of specialized interviews or press
conferences for the President on issues we wish to
specifically emphasize. For instance, as we discussed,
we may want to conduct an interview or press conference
(cont'd)
prior to the Summit on economic issues. The idea I am
suggesting is to bring in the network economic or
business correspondents together with other economic
writers from various media across the country and have
an interview or press conference which would then be
limited to economic issues by virtue of the specific
expertise of the participants instead of having
questions on Lebanon, Central America, or other issues
taking away from the purpose of the interview. These
concentrated interviews or press conferences would also
serve the dual purpose of helping to prepare the
President for the campaign and for any possibility of a
fall debate. The same format could be used for foreign
policy briefings and others of a more specific nature.
We may also want to consider including questions by
satellite from other economic correspondents from
around the country. Another thought would be to change
the press conference format to one where regional
anchors ask questions from around the country by
satellite. This would also give us an opportunity to
begin changing the format of Presidential press
conferences and get some additional publicity out of
the "high-tech vision of the future look" to the manner
in which the press conference was being conducted.
4) White House transmissions for administrative
spokesperson - We also discussed the possibility of
coming up with some new ways to use the White House
Communications Department to get our message out around
the country in a more advanced manner. One possibility
is to follow-up Presidential events or even
non-Presidential briefings by satellite transmission
from the White House with administration spokespersons
being interviewed by regional stations. Additional
information with regard to this proposal is included in
the material attached.
5) Communications to targeted constituencies - We had
also discussed developing in the Media Relations
Department a capability to target specialized interest
groups (ie - blue collar, Catholic, etc.). Merrie will
be bringing somebody on board to handle this particular
program and some additional ideas are included in
section three of her media relations month plan which
is attached.
THE WHITE HOUSE
WASHINGTON
May 3, 1984
MEDIA RELATIONS THREE MONTH PLAN
BOOK I :
Section one : groupings of media
- briefings to support themes
- briefings geographically
- special target efforts
Section two : electronic opportunity
- utilizing live capability for targetted
efforts supporting daily events
- concept of going outside the networks
to create nightly news around a single
issue or topic
Section three :special challenges
- better production of press component of
Public Liason's outreach efforts
- leveraging other in-house efforts already
ongoing for more extensive press
- theme events
BOOK 2:
Section four: White House News Service
- introduction
- Phase I (Tab 1) dummy and practice
- Phase II (Tab 2) capability for daily
announcements
- Phase III (Tab 3) complete to put out complete
daily material
- Phase IV (Tab 4) Creation of Secondary infor-
mation menu
-
Phase
V
(Tab
5)
description of D. Ag system
BRIEFINGS
IN WASHINGTON
I. REGIONS
Objective:
To give local/specialized press direct
access to the President and Administration
officials.
Local editors and broadcasters from major markets and
targeted areas to be briefed by the President and top
Administration officials and to attend luncheon hosted
by the President.
REGION
TIME FRAME
SUGGESTED BRIEFERS
Northeast
June 20
Donovan, Kirkpatrick,
(after the
Heckler, Regan,
Summit)
Shultz
South
early July
Dole, Weinberger,
(prior to
Stockman, or Regan,
Democratic
Bell, Block
Convention)
Midwest
Mid-August
Stockman, Donovan,
(prior to
Brock, Bell,
Convention)
Ruckleshaus, Svahn
West (see OUT OF TOWN BRIEFINGS)
II. BUREAU CHIEFS
Objective:
To recognize local bureaus as important
news outlets, and to partially take care
of the hundreds of interview requests
from local newsmen.
Time Frame:
Early Fall
a)
Broadcast
Bureau chiefs representing major Washington
Bureaus for local stations briefed by the
President, each allowed at least a cover shot
alone with the President.
Suggested Bureaus:
Cox
Storer
Bonneville
Potomac
Gannett
Group W
Post-Newsweek
Capitol Broadcast News
b)
Print
Bureau chiefs representing newspapers which don't
have White House reporters briefed by the
President.
-
To include papers from targeted areas, daily
and weekly papers.
--
To be coordinated with the Press Office which
has begun a series of interviews with the
President with representatives of large
newspaper chains
III. ANCHORS
Time Frame: Early Fall
a) Locals
Objective:
To bring the President to local markets.
Surveys show local anchors to be the
most trusted sources of news. Anchors
from the stations owned and operated by
the networks would interview the
President. One camera would shoot for
each broadcast group, with each anchor
asking one or two questions. All
anchors would have access to all of the
answers.
Group I -- ABC-owned stations
Markets: San Francisco
Chicago
New York
Detroit
Los Angeles
Group II -- CBS-owned stations
Markets: New York
Chicago
St. Louis
Los Angeles
Philadelphia
Group III -- NBC-owned stations
Markets: New York
Chicago
Cleveland
Washington
Los Angeles
b) Network
Objective:
To provide network anchors direct
contact with the President and top
Administration officials.
1.
Breakfast/Backgrounder session with Peter Jennings, Dan
Rather and Tom Brokaw and CNN representative
--
Cameras allowed in the room for cover shots only
--
Briefers to include Shultz, Regan, etc.
2.
Lunch/Backgrounder session with anchors of the morning news
shows.
--
CBS Morning News
--
Good Morning America
- Today
IV. REGIONAL NETWORKS
Objective:
To reach a maximum number of local
markets in a minimum amount of time with
the Administration's message, conveyed
by the President and top officials
Time Frame:
October
a) Radio
--
Q&A sessions via telephone to regional networks
set up in target areas
Example: The President signs legislation effecting the textile
industry. The North Carolina Radio network agrees to handle
arrangements for a statewide hook-up serving the major markets in
the state. The President goes live via the phone on stations all
across North Carolina.
--
Q&A sessions with special interest networks
- Black
- Hispanic
Example: The President announces new immigration policy. The
Florida Hispanic Network joins forces with other Hispanic
networks, arranging a phone hook-up that enables the President to
be heard live on Hispanic stations across the country.
b) TV
------------------------- Q&A sessions via satellite hook-ups to local
markets
Examples: All the local anchors in a given market join together
for a mini-news conference. Each is able to ask one or two
questions, and has access to all of the answers.
Ohio Association of Broadcasters arranges state-wide broadcast of
President addressing local issues via satellite. Could be very
effective in targeted areas that aren't necessarily major
markets.
Mid-west stations belonging to broadcast group like Westinghouse
set up a satellite link so that the President is seen on stations
in several states.
V.
EXECUTIVE BOARDS
Time Frame: Late Fall
Objective:
To give media executives direct contact
with the President.
---
Informal Sessions/receptions with boards from major
broadcast organizations
-
Radio-TV News Directors Association
-
American Women in Radio and Television
-
Association of Black Owned Broadcasters
-
National Association of Broadcasters
-
National Radio Braodcasters Association
----
Informal sessions/receptions with boards from major
print organizations
-
American Society of Newspaper Editors
-
National Newspaper Publishers Association Black
Press of America
-
Suburban Newspapers of America
-
Women in Communications
VI. COLLEGE NEWSPAPERS
Objective:
To reach the academic community and
generate local press. Contrary to
reports, the college community is most
interested in hearing from the
President. We routinely answer their
questions via telephone, and many
college editors have formally requested
interviews. This is a group not to be
overlooked.
Time Frame:
Early Fall (when college classes resume)
---
Special briefing for editors of major college papers
and college papers in targeted areas
Suggested briefers: Dole, Bell, Stockman, Kirkpatrick
----
Interview with college paper editors in states where
the President or other top officials may be visiting
BRIEFINGS
OUT OF TOWN
I. REGIONAL
Objective:
To provide direct access to the
President for reporters who never have a
chance to come to Washington because of
travel costs and proximity. And to
bring Administration officials to the
area to directly address matters of
regional concern like agriculture and
the environment.
REGION
TIME FRAME
SUGGESTED BRIEFERS
West
late July
Block, Clark, Shultz,
(in
Regan, Immigration
conjunction
Officials
with trip to
Olympics)
II. TRAVEL-RELATED EVENTS
Objective:
To take advantage of local media outlets
while traveling
A)
News Conferences with local media
B)
Air Force One interview for selected reporter (s)
from area to be visited
If visiting a state where there has been recent
disaster assistance, the President could brief the
editor of the area's major daily on how local
citizens can get access to federal dollars
-
On the trip back to Washington after visiting a
particular business or state-run program, the
President could provide his reaction on tape for
the video tape crew of a selected TV station
C)
One-on-one interviews with local anchors in market
visited
D)
Q&A session with statewide editorial board
E)
Appearance on local TV public affairs program
F)
Radio talk show guest appearance by President or
those officials traveling with him
EXPANDED LIVE TELEVISION POTENTIAL
Objective
To create and exploit new technology as avenues for getting our
message out.
Current Situation
The major networks are main source of disseminating news of
events to nation.
Proposed Projects
I. "Live from the White House"
To Establish an available "White House" capability for live
interviews with local reporters and Senior White House or
Administration figures.
Examples
A perfect example of a situation in which such live capability
could have been very useful is the recent signing of the
shipping legislation. Immediately following the ceremony,
Secretary Dole would have had a series of short, live
interviews with the anchors of cities with major maritime
interests.
As a general scenario, after the President or Cabinet member
signed a a piece of legislation, with implications locally,
Administration officials would be available, live, to talk to
anchors or beat reporters in localities to explain and
highlight the event.
The following technology and equipment is required:
available equipped television studio capable of
transmitting live audio/video
microwave satellite link
system to link spokesmen with daily events
Efforts to achieve project:
Continue discussions with State department on
upgrading their studio. Time frame: Decision to be
made by end of May.
Exploration of link with BIZNET. Time frame:
Analysis to be done during the first two weeks of
May.
Examination of cost structure and space availability
for in-house facility. Time frame: Turns on #1 and
#2.
II. The "Dynasty" Concept
Last fall, for the season premiere of Dynasty, interviews
were scheduled live and seriatum with John Forsythe for the
morning shows in the top markets. Each host had 2-3
minutes, live, with Forsythe for him to discuss and promote
that night's first episode.
Similarly, we will use White House ability to focus
attention and create opportunity for regularly scheduling
consortia of stations --- the "Dynasty" concept. The
potential for this approach is clear.
A group of 20 stations has formed a similar consortium for
news purposes. We have been working with them.
Examples
Certain indicators/intiatives are to be announced; we
would schedule the appropriate Cabinet member for
a consortium. He or she would be interviewed by
the local anchor or beat reporter. Most stations have a
reporter covering special beats like health, criminal
justice, economics and so on.
Specifically, say important economic indicators (i.e. an
expected decline in the unemployment rate) are to be
released, Secretary Regan would be interviewed by the
economic or business reporters.
Steps Required to implement concept
No additional steps -- efforts on target,
Expectations
System debut followed by Secretary Weinberger's
participation. Time frame: Respectively, mid May
and May 29.
Review of intial consortia. Time frame: early June.
A fully operational consortium. Plans already in
progress to schedule Cabinet Officials, on a weekly
basis, starting in September. Time frame: Late
summer.
Request for Presidential consideration to come forward
after debut (May 14). . Recommendation for final decision
after assessment of 5/29 event.
Objective
To promote increased media exposure of Public Liason
intiatives. Special attention will be paid to the following
areas:
Non-Fundamentalist Protestant Constituencies
Focus:
RR has a well-developed track record in outreach to
fundamentalist Christian groups. However, much of the
Administration's economic policies, as well its emphasis on
family, civic duty, etc., are of direct interest to
mainline religious organizations which might not
be focusing on these shared values because of disagreements
over the so-called "moral" issues.
O Public Liason Briefing for Evangelical Press
Association (Public Liason) (5/8)
o Monthly Briefing for Religious Press on
"family"issues. (June/July/August)
Focus:
Underline President's identification with established
family issues. (proposed for August)
O RR Interview with "Christianity Today" (proposed for
August)
Hispanic Constituency
Focus:
White House concern with issues of special importance to
the Hispanic community such as: bilingual education,
immigration policies. These themes must be reinforced
through Hispanic and Spanish-speaking media, since these
groups are generally not reached by Anglo media.
Briefing for Hispanic Media Conference (completed)
(w/Sec. Bell, Nester Sanchez, Larry Speakes)
Press Briefing for Hispanic Media in conjunction
with La Raza Convention (July 22-5) and Mexican
American National Association of Women Convention
(July 27-8)
Mailing to Hispanic Media in conjunction with briefing
by Public Liason for Cuban Independence Day (May 18)
RR interview with Hispanic Broadcasting Network
(proposed for July)
Regional Briefing for California, Arizona, New Mexico,
Colorado, and Texas Hispanic Press in conjunction with
National Hispanic Heritage Week (September)
(If Applicable) Mailing of Presidential remarks
before National Republican Hispanic Dinner to Hispanic
Media
Regional Briefing for NY/NJ and Florida Hispanic
Press in conjunction with National Puerto Rican
Coalition Convention (October 18-20)
Jewish Constituency
Focus:
Develop RR defense program and committment to a strong
Israel as a principle message to Jewish press
Jewish press "pool" coverage of ceremony in Roosevelt
Room commenorating Jewish Heritage Week (May 8)
Mailing of Jewish Heritage Week proclamation and photo
to Jewish press (May 8)
Briefing for American-Jewish Press Assoc. (May 24)
(McFarlane/Weinberger)
White House letter read at Union of Orthodox Jewish
Congregations Dinner mailed to Jewish Press
Hadassah convention (Aug. /CA) : White House
participation supplemented by follow-up with local
media
B'nai B'rith convention (Sept./DC) : White House
participation with local media follow-up
Catholic Constituency
Focus:
Again, reinforce RR commonalities on family themes, plus
added Administration efforts on behalf of religious freedom
in Central America and elsewhere.
Develop local and Catholic press coverage of
PL briefings on Central America
Briefing for Catholic Editors, Publishers,
and selected writers on family issues.
Objective:
Maximize efforts in local, regional, national and specialty media
to highlight themes of the White House Targeted Communications
Plan.
Target: Jobs
Focus:
The Administration's general program for economic recovery
is the best cure for unemployment, as the labor department
statistics indicate. But we must demonstrate that we are
making an effort to solve remaining problem areas.
Focus:
Highlight Jobs for Youth campaign as a means of reducing
youth (particularly black) unemployment.
Mailing to local media on "Jobs for Youth" campaign
(June 15)
RR Meeting with station managers to enlist their
support in using public service announcements to
develop summer job opportunities (propose mid-June)
Donovan radio talk shows promoting "Jobs for
Youth" and "Youth/Wage Differential" (June/July)
Interview with Teamster/other Union
publications (proposed for Sept.)
Focus:
Educate regional press in Industrial heartland about
Administration's efforts on behalf of blue collar workers.
Regional Press Briefings on Employment/Economy
-- Ohio, Michigan, Illinois (Summer)
-- Pennsylvania, W. VA., PA, NY/NJ
Interview with Teamster publication
Briefing for "Labor Press"
Target: Education
Focus:
The Administration must demonstrate that improving the
Nation's school systems is a task that is being
successfully achieved with the cooperation of local
government and the private sector. The Report of the
Commission on Excellence in Education presents a forum for
demonstrating RR leadership in this field, and an excellent
source of local media attention
Briefing with Caulken Newspaper Chain (Secretary Bell
gives embargoed briefing on Commission Report on
Excellence in Education) (May 10)
Briefing for Columnists re: Education (May 11)
Mailing to Editorial Writers on Excellence in Education
Report (May 10)
Local media coordination of White House surrogates
(Bell, etc.)
(Summer)
Press packets to local media and education press on
award recipients. Local media follow-up. (completed)
Focus:
Demonstrate success of Partners in Education Program as
means of improving Nation's schools.
Partners in Education/Jobs for Youth: Press Briefing
for education reporters, followed by media seminar on
talented/gifted programs (June 18)
Local radio interviews with Jim Coyne re:Partners in
Education (June/July/August)
"Education"/"civic"-press briefing re: release of
statistics on public attitudes and success of private
sector initiatives
Focus:
Interviews with President listing accomplishments and
future goals for improving the nation's schools.
RR interview with editors of Family Circle, Parents,
Readers' Digest, etc., on subject of "education" (June
proposal)
Focus:
Demonstrate RR rapport with students.
Briefing and RR photo opportunity with College
Newspaper Editors
Target: Senior Citizens
Focus:
Senior Citizens Month (May) presents an excellent
opportunity to highlight the Administration's efforts on
behalf of the elderly, as well as to promote RR's natural
affinities with this group.
Briefing for "Senior Citizen" press in conjunction
with "Senior Citizens' Month" (May 16).
Activities to include luncheon at Blair House (RR
remarks from East Room lunch to be piped in) and
press availibility with East Room participants
following event.
Focus:
As a natural outgrowth of "aging" press outreach, target
general media in markets with substantial over-60
demographics.
Regional Press Briefing (CA/FL/AZ dailies) on issues
relating to elderly. (proposed Aug.)
Administration surrogates placed on major market TV
stations to discuss senior citizen issues, i.e.,
medicaid, social security, etc. (June July)
Focus:
Reinforce RR image as a President who "understands" the
problems of Senior Citizens.
One-on-One RR Interview with AARP magazine, Modern
Maturity. (propose for June)
RR Interview with PBS program "Over Easy" (propose for
June)
Focus:
Refine and Develop media mailing lists of "Senior Citizen"
writers, editors and broadcasters, and distribute White
House matters of interest accordingly.
Refine "Senior Citizen Media" mailing list, include
Newsletters
Target: Small Business
Focus:
Economic recovery has meant big gains for small business, and
White House must demonstrate its continuing efforts to promote
this important constituency
Develop and refine Small Business Trade Press Mailing
List
Briefing for local chambers of commerce newsletter
editors (propose for July)
RR appearance on "It's Your Business" (propose for
July)
THE WHITE HOUSE
WASHINGTON
May 15, 1984
MEMORANDUM FOR MICHAEL K. DEAVER
FROM:
PAM BAILEY
SUBJECT:
FAMILY PACKAGE COMMUNICATIONS
The Cabinet Council package on the family is an excellent
summary of both new policies and on-going initiatives.
The following sequence of events could form the basis of a
communications plan:
Announcement. Several days after the meeting (May 23)
release RR statement announcing new initiatives and
directing Secretary Heckler to implement new initiatives.
--
Secretary Heckler would brief White House press.
RR statement and fact sheet summarizing all
initiatives (new and on-going) would be released.
--
OPL would schedule a briefing for relevant interest
groups.
-- Media Relations and press office would set up
one-on-one interviews for Heckler and Chapman.
--
Possible friendly columnists briefing.
Women's Magazines Editors. White House briefing
already scheduled for May 24. New package would be
included and provide hard news.
Major Family Speech with related events. The April 5
New York Women's Speech focused attention on RR's
speech and was surrounded by relevant events. I
recommend we do the same with this package and
consider:
1. Appropriate forum for RR speech on the family
and his total policy package.
2. Lead-in events several days before and in
conjunction with speech.
RR could visit the HHS or Labor Department
day care centers for Federal employees. He
could meet with a representative group of
parents re making the government a model
employer for families.
Drop-by Missing Children's Center to see it
in operation.
Visit a family united by Missing Children's
Center.
Signing ceremony for Child Support
Enforcement bill in June.
Event in August related to Child Support
Enforcement Month.
Major Crime Speech covering crime-related aspects of
family package. The same device -- major speech with
visible events before and after -- would focus atten-
tion on the crime components.
--
Report of the Family Violence Task Force in June
would present an early opportunity.
THE WHITE HOUSE
WASHINGTON
May 21, 1984
MEMO TO MIKE DEAVER
FROM:
BILL SITTMANN
SUBJECT: Attached
I've spoken to John and he has no problem with
an unpaid summer volunteer. If this is unac-
ceptable he suggested that they move Alden Lang
over to help out.
file
THE WHITE HOUSE
washington
May 17, 1984
Donna,
Regarding the two attached memos:
We sent a memo to John Rogers requesting
an intern/volunteer for Jann Mahan DuVal.
The request came back disapproved.
In view of that fact and the other
attached memo I thought Mr. Deaver
might want to be aware of this.
Thanks.
Margie
Bue
JR
THE WHITE HOUSE
WASHINGTON
May 15, 1984
MEMORANDUM FOR JOHN F. W. ROGERS
FROM:
MIKE McMANUS manm
SUBJECT:
Request for A Summer Volunteer
in the Television Office
The demands of the Television Office have steadily increased
since last January. That Office has been run solely
by Jann DuVal. This is to request your approval for that
Office to have a summer volunteer in order to free-up
some of Jann's time in order for her to be more effective
in the final production of the President's media events.
Your favorable consideration of this matter would be
appreciated.
Thank you.
disappound 5/16 per Rogers
THE WHITE HOUSE
WASHINGTON
May 15, 1984
MEMORANDUM FOR MIKE DEAVER
MIKE McMANUS) syndom
FROM:
SUBJECT:
Interns r
I understand that interns can only be approved if
a personnel slot is available. We do not have a
slot available but Jann does need help.
Do you want to speak to John Rogers or should I?
I will speak to John
You should speak to John
5/14 7:30
John no to Rogers your should this. I thoditor
programing yth in Deam of
going