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142165
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"Image, " 1977
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142165
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"Image, " 1977
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Office of the Chief of Staff Files
Hamilton Jordan's Confidential Files
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Political affairs
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1977-01-01
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1977
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1977-01-01
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1977
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"Image," /1977
Folder Citation: Collection: Office of the Chief of Staff Files; Series:
Hamilton Jordan's Confidential Files; Folder: "Image," /1977; Container
34b
To See Complete Finding Aid:
http://www.jimmycarterlibrary.gov/library/findingaids/Chief_of St
aff.pdf
Raishoon
Communications
P
DE
AN
12-8-82
Gerald M. Rafshoon
President
BB
CONFIDENTIAL
1775 Pennsylvania Avenue NW
Suite 1250
Washington, D.C. 20006
202, 293-5454
MEMORANDUM
CC: Jody & Ham
Good advice
TO: THE PRESIDENT
to
FROM: GERALD M. RAFSHOON
DATE: June 14, 1977
I am concerned with the recent pattern of
events relating to your image.
Although you are still personally popular,
your performance is perceived as inconsistent. The
media talks about your flip-flops again; e.g. B-1
Bomber, the statement that the energy package would
be a hardship and then that it wouldn't, the $50
rebate retreat, the water projects. Individually,
these mean little (and I assume there were good
reasons for all) but cumulatively they add up and
can affect you politically.
I did not worry about the public perception
that you were at odds with Congress; I think you were
damaged slightly when you started to placate them
(this didn't seem to do you much good).
Specifically, I want to point out that there
is a perception that the White House is more concerned
with style than substance. This comes not so much
from Pat's leaked memo but more from the pre-occupation
on the part of some people to constantly do something
on T.V. Truthfully, you are being overexposed in an
area that is very dangerous. An occasional fireside
chat is O.K.; bi-weekly press conferences, necessary;
a town meeting, perhaps. But it is not necessary
to have a T.V. event every few weeks just to show that
you are close to the American people. And this is
happening.
This show
In case you haven't heard, your California call-
in did not do well in the ratings: the daytime show
was not
ran behind soap operas; the evening re-broadcast ran
behind Hollywood Squares.
should wellaned. been have done, perhaps.
MEMORANDUM
Page Two
You are running the risk of boring the people
and you have 3 1/2 years to go.
I think the practice of having an informal
Jody
session with the press after each press conference
Comment
is a mistake. It detracts from your stature as
President and looks like a campaign gimmick. If
you want to be open and straight-forward, you can
be so during the regular press conference.
I think it is time to utilize your media
"experts" to get exposure for (1) others in your
administration; (2) but more importantly, to get
good
T.V. programs and attention for substantive issues
like Energy, SALT, Panama, Reorganization. There
should be less catering to you by putting you in
front of the camera and even here you should pick
and choose; don't be all over the map with too many
subjects.
Furthermore, it is appalling to see the
DNC
Republicans outdo the administration by running a
documentary filled with production values as a counter
should
to your energy program. This was on NBC prime time.
move
This is the kind of thing I envisioned the DNC doing
periodically. Unfortunately, the DNC is virtually a
foreign power to the White House.
If you don't start shifting emphasis here, you
run the risk of having something happen similar to
what occured in the campaign: a personally popular,
populistic Jimmy Carter, thought of as a good guy, but
with support that is not deep. We can't let this happen.
I want to help.
Ralshoon
Communications
Gerald M. Rafshoon
President
1775 Pennsylvania Avenue N.W.
Suite 1250
Washington, D.C. 20006
202/293-5454
Juning - -
It was the $ 19,800 TV
buy in no.Va. that was
it for Henry Henvel -
not the Carter identification.
I can preduce "figures"
to prove it.
(Heerry up, Pat)
6tedly
was undou den
It Carter can't / prove then
The
If Pat get and
wepollster. I