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This file contains:
List of meeting participants. 1 pg. [Memo], 05/23-24/1959
Photocopy of unspecified newspaper article, No Wonder the Democrats Are Irritated, by Arthur Krock. 1 pg. Not scanned. [Newspaper], 5/14/1959
Photocopy of Houston Press article, Illness Brings Dulles Popular Acclaim and Fame He Deserves, by Robert Ruark. 1 pg. Not scanned. [Newspaper], 4/30/1959
Handwritten notes from Haldeman. 1 pg. [Memo], n.d.
Photocopy of Chicago daily News article, Hint Dems on Wrong Trail, by Charles Cleveland. 1 pg. Not scanned. [Newspaper], 4/16/1959
Handwritten notes with the address of Rabbi Judah Nadich. 1 pg. [Memo], n.d.
Handwritten notes describing people in various positions in 1958. 3 pgs. [Memo], 1958
Work Sheet outlining meetings and considerations. 4 pgs. [Report], n.d.
Handwritten notes from Haldeman. 1 pg. [Memo], n.d.
Handwritten notes with a short list of names entitled Personal List- Misc. Non-Pros. 1 pg. [Memo], n.d.
Handwritten notes with a short list of names entitled Possible Young People. 1 pg. [Memo], n.d.
Handwritten about organization. 1 pg. [Memo], n.d.
Handwritten notes from Haldeman to Joan about census data and 1958 elections. 1 pg. [Memo], n.d.
Meeting notes with names and future appearances. 2 pgs. [Report], 3/14/1959
Summary of Requirements for Entering a Candidates's Name on Ballots in State Preferential Presidential Primaries. 1 pg. [Report], 1960
Notes from Jack Redding discussing campaign tactics.5 pgs. [Memo], n.d.
Excerpt from The Perfect President by Eugene Burdick in This Week magazine. 5 pgs. [Letter], 1/1/1956
Handwritten notes about Murrow speech. 1 pg. [Memo], n.d.
Handwritten notes. 1 pg. [Memo], n.d.
Letter from Robert Finch to H.R. Haldeman. 1 pg. [Letter], 6/19/1959
Letter from Robert Finch to Charles Franklin. This letter was attached to previous letter. 1 pg. [Letter], 6/19/1959
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26127364
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WHSF: Returned, 48-2
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document
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26127364
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document
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WHSF: Returned, 48-2
description
This file contains:
List of meeting participants. 1 pg. [Memo], 05/23-24/1959
Photocopy of unspecified newspaper article, No Wonder the Democrats Are Irritated, by Arthur Krock. 1 pg. Not scanned. [Newspaper], 5/14/1959
Photocopy of Houston Press article, Illness Brings Dulles Popular Acclaim and Fame He Deserves, by Robert Ruark. 1 pg. Not scanned. [Newspaper], 4/30/1959
Handwritten notes from Haldeman. 1 pg. [Memo], n.d.
Photocopy of Chicago daily News article, Hint Dems on Wrong Trail, by Charles Cleveland. 1 pg. Not scanned. [Newspaper], 4/16/1959
Handwritten notes with the address of Rabbi Judah Nadich. 1 pg. [Memo], n.d.
Handwritten notes describing people in various positions in 1958. 3 pgs. [Memo], 1958
Work Sheet outlining meetings and considerations. 4 pgs. [Report], n.d.
Handwritten notes from Haldeman. 1 pg. [Memo], n.d.
Handwritten notes with a short list of names entitled Personal List- Misc. Non-Pros. 1 pg. [Memo], n.d.
Handwritten notes with a short list of names entitled Possible Young People. 1 pg. [Memo], n.d.
Handwritten about organization. 1 pg. [Memo], n.d.
Handwritten notes from Haldeman to Joan about census data and 1958 elections. 1 pg. [Memo], n.d.
Meeting notes with names and future appearances. 2 pgs. [Report], 3/14/1959
Summary of Requirements for Entering a Candidates's Name on Ballots in State Preferential Presidential Primaries. 1 pg. [Report], 1960
Notes from Jack Redding discussing campaign tactics.5 pgs. [Memo], n.d.
Excerpt from The Perfect President by Eugene Burdick in This Week magazine. 5 pgs. [Letter], 1/1/1956
Handwritten notes about Murrow speech. 1 pg. [Memo], n.d.
Handwritten notes. 1 pg. [Memo], n.d.
Letter from Robert Finch to H.R. Haldeman. 1 pg. [Letter], 6/19/1959
Letter from Robert Finch to Charles Franklin. This letter was attached to previous letter. 1 pg. [Letter], 6/19/1959
citationUrl
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Richard M. Nixon's Returned Materials Collection
Returned White House Special Files
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26127364
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34409db7e7066b9f
ocrText
Richard Nixon Presidential Library
White House Special Files Collection
Folder List
Box Number
Folder Number
Document Date
Document Type
Document Description
48
2
05/23-24/1959
Memo
List of meeting participants. 1 pg.
48
2
05/14/1959
Newspaper
Photocopy of unspecified newspaper article,
No Wonder the Democrats Are Irritated, by
Arthur Krock. 1 pg. Not scanned.
48
2
04/30/1959
Newspaper
Photocopy of Houston Press article, Illness
Brings Dulles Popular Acclaim and Fame He
Deserves, by Robert Ruark. 1 pg. Not
scanned.
48
2
n.d.
Memo
Handwritten notes from Haldeman. 1 pg.
48
2
04/16/1959
Newspaper
Photocopy of Chicago daily News article,
Hint Dems on Wrong Trail, by Charles
Cleveland. 1 pg. Not scanned.
48
2
n.d.
Memo
Handwritten notes with the address of Rabbi
Judah Nadich. 1 pg.
Wednesday, June 06, 2007
Page 1 of 4
Box Number Folder Number Document Date
Document Type
Document Description
48
2
1958
Memo
Handwritten notes describing people in
various positions in 1958. 3 pgs.
48
2
n.d.
Report
Work Sheet outlining meetings and
considerations. 4 pgs.
48
2
n.d.
Memo
Handwritten notes from Haldeman. 1 pg.
48
2
n.d.
Memo
Handwritten notes with a short list of names
entitled Personal List- Misc. Non-Pros. 1 pg.
48
2
n.d.
Memo
Handwritten notes with a short list of names
entitled Possible Young People. 1 pg.
48
2
n.d.
Memo
Handwritten about organization. 1 pg.
48
2
n.d.
Memo
Handwritten notes from Haldeman to Joan
about census data and 1958 elections. 1 pg.
Wednesday, June 06, 2007
Page 2 of 4
Box Number Folder Number Document Date
Document Type
Document Description
48
2
03/14/1959
Report
Meeting notes with names and future
appearances. 2 pgs.
48
2
1960
Report
Summary of Requirements for Entering a
Candidates's Name on Ballots in State
Preferential Presidential Primaries. 1 pg.
48
2
n.d.
Memo
Notes from Jack Redding discussing
campaign tactics.5 pgs.
48
2
01/01/1956
Letter
Excerpt from The Perfect President by
Eugene Burdick in This Week magazine. 5
pgs.
48
2
n.d.
Memo
Handwritten notes about Murrow speech. 1
pg.
48
2
n.d.
Memo
Handwritten notes. 1 pg.
48
2
06/19/1959
Letter
Letter from Robert Finch to H.R. Haldeman.
1 pg.
Wednesday, June 06, 2007
Page 3 of 4
Box Number Folder Number Document Date
Document Type
Document Description
48
2
06/19/1959
Letter
Letter from Robert Finch to Charles Franklin.
This letter was attached to previous letter. 1
pg.
Wednesday, June 06, 2007
Page 4 of 4
May 23-24, 1959 Meetings
Participants
Bob Collier
Dick Cormuelle
Bob Finch
Bob Haldeman
Nate Jacobs
Bill Key
Sam Krupnick
Charlie Men herter
Jack MacKensie
Paull Marshall
Coke Prentice
Fred Sontag
Bill Stever
Ed Terrar
Bob y ilson
Bill Key lunch June 3
Wings Club in Biltnore 12/foor
12:00
Jack Pihe 'ar JWT
Rabbi Judah Nadich
THE Statler Hilton
Park are Synagogue
NY -Enright 92600
res. YURon82627
WE INVITE YOU TO THESE FINE STATLER HILTON RESTAURANTS
for your enjoyment and convenience
THE EMBASSY
THE VERANDA
COFFEE HOUSE
THE LOUNGE
Names -from 58
Ft. Dodge Don C Pierson Sr -Humboldt Iowa
former state chairman now inactive ?
strong for RN- effective worker-
Bob Waggoner -
defeated cand. for Congress
Art Johnson - Ft Dodge Lowa
was County chairman in 58 - young local leader
Rotery-type might be strong RN have to check
Conn Henry mooberry - c/o United aircraft, Hartford
Ed may
was in charge of RNvisit close to cap Baldwin
good organizer - seemed to be very pro-RN
friend of Bill Key - notactive we politics
Harry Gaucher -Emerald Street - Willimantic Conn
was Pres of Conn YR in 1958 -seemed capable but
wasn't given a chance by proo.
Nemours Bldg.
Wilming ton Jay Scott Land & Co A Wilmingto
Hal Haskell
was in chg of RNvisit non-pro - young
very good - seemed to be infavor J Sen Williams
Clise friend fral Haskell - strongly pro-RN
58
Providence Bill Broomhead - St. Chmn
l don't know them too well -
has several pals who might be good - but
Charlie Eden, Ned Crosley, Ed Healey
also - labor union guy who seemed strong RN
arthur Patt
Ray Stone - mayor of Warwick
got good boost from RNin 58- strong young pro
Bayard Ewing
def cand for Senate
Indianaptes Deo Stack - finance chairman - -Pres meat co.
seemed to be very proRN
Bruce Hunt good young PR guy tgood organic
non-pro - works for Stark
Don Tabbert- - US attorney - youngest in US
met RN - RNvey impressed with him -good
muncie Ed Seward- exec secy Chamber of Commerce- -
young- - capable-
Rulph Hawey-congnne + Beb Baker AA.
56
ORla City Jere Hulson - 56 Pres state YR- have to check
they Wyman - VP YR
-
"
Boise Charles E Link -56 Cty Chmn ada Cty - young
atty was strongly pso RN & good man
friend of Gov Smylie
Spokane allan Toole young atty - non pio
old National Bank Bldg
was chunn of R N visit
Work Sheet
1. Explanation of nature of meeting.
a. Justification
b. Common denominator of those present
C. Necessity of security
2. Explanation of kit material.
a. Claude Robinson's "What Ails the GOP?"
b. House document on manner of selecting
delegates to national political conventions
c. Poll material and charts
d. Transcript of RN's Los Angeles press con-
ference appearance
e. Brandon material
f. Springer insert on Trendex poll
g. BBC Press Conference in London
3. Use of candidate speaking forums for next 18 months
apr Cowles acad Pele S-i NY a. L3
Forums to be considered
-YP P/a
1. CE Convention - RN award
2. National Security Industrial Association
may 21 Wmoking
3. Emmy awards show
youthaward
4. ABC Congressional Investigation Documentary
5. "Person to Person"
Jame whillien Rauneon 70
6. "Today"
YR Deave
fundy Pills? all Hayame dinner
Nature of audience
aug Am fegion visi Dual
VFW-LA
Geographical location
Nature of event
Sept.
- 2 -
b. People and groups RN should see
c. Necessity for recording RN's remarks
4. Public Relations considerations
a. Maximum follow-up on RN speeches and
appearances
1. Speech distribution
2. Newspaper and other media comment
3. Follow-up by local organisations -
resolutions - Oregon
list
4. Letters to editor
5. Congressional Record
6. Use of advance men
VP10wn like DDE own
b. Special mailings - report on status - materials
on hand
1. Items from Congressional Record
2. Elwood Robinson - Alsop article
3. Fordham speech (C. P. Ives column as
companion piece)
4. Lipscomb's Kyle Palmer column
5. Harvard speech
c. Television and radio appearances - problems
and solutions
d. Magazine, articles and books - policy
Bill Catelle hatchet full book
1. Maso book - scheduled for release June 23
2. Look articles beginning June 1, to run
consecutively
3. Follow-up
e. Human interest stories
1. The Nixon family
Chaptinall whitell on vu
2. RN interest in people
3. Mechanics for handling such items
in
- 3 -
f. Foreign trips - general considerations
8. Problems and solution of improving RN appeal
to independent voters
h. Improved use of President's Committee on Gov-
ernment Contracts
1. Suggestions regarding the Cabinet Committee on
Price Stability for Economic Growth
J. Liaison with President's Goal Committee and
Percy's Committee
k. Problems relating to opinion polls
5. Organisational considerations
a. Necessity for better intelligence
b. Compilations of "key" people mailing lists
c. Systematic check of 1960 attitude of key party
officials, and elected officials
d. Special contact work with:
1. Ethnic groups
Business
2. Jewish groups
3. Negro groups
Professional
4. Labor organisations
5. Farm organisations
6. Religious groups
youth
7. Egg heads
8. Veterans
0. Letter to editor campaign
f. Political reporting
1. Use of Congressional contacts
2. Use of party organizational leaders
3. Other
- 4 -
g. General views and comments on pre-convention
organisational campaign
h. General views on timing as related to pre-
convention campaign
1. Anti-Rockefeller activities?
1. Extra party organisation - "Neighbors for Nixon"
k. Youth
6. Specific assignments and research
a. Task force groups to profile RN positions
1. Current issues
a. Inflation
b. Unemployment
c. Russia
d. Farm
b. Primary law survey by state for '60
C. Congressional contact
d. Group contact
Sime Eub 3 buch Bill
12:20 Mmni Leg
Personal List - Masc
Non-Pros
John main
Douglas Wheeler
Ron Townsend
Bob Carman
Hene Lesher
Dick miller
Ron Davis
ann arnold
Possible young people
Pat Boone
Bd mathias
Dick Wallen
NY sports figs ?
Organizational
- Organize region mans start state by state sludy -
organization of party
classify RN backers & NR backers
voting history danaly ais of reason
economic status of trend
(maybe get corps to have these men as PR & donato
To cause!
the in with primaries study -
ise mooo study as reference ? )
-Need active PR operation
p.203
Joan-
Get from information center today —
from latest Census data
No. of white 11 persons of foreign ougan in US
of foreign birth
"
of foreign origin who
report mother tongue other than English
of foreign origination
are eligible to vote
total vote cast in 1958 elections
MEETING: Saturday 14 March 59. 9:30 A.M.
P-53
Bob Collier
Dick Cormuelle
Jack Drewn
Bob Finch
Ben Guill
Bob Haldeman
Nate Jacobs
Bill Key
Sam Krupnick
Charlis McWhorter
Jack MacKensie
Paull Marshall
Coke Prentice
Fred Sentag
Bob Wilson
Appearances scheduled or being considered during the next few menths.
May 25
Dedication of the Washington Star Building
June 8
Testimenial (fund-raising) dinner for former and present
Republican Members of Congress, Washington, D. C.
June 12
Novada Silver Centennial . Virginia City
June 13
25th Reunion of Whittier College Class
June 14
Disneyland Anniversary - Anaheim, California
National TV - with family
June 15
Dedication of new building at San Diego University -
Receive first Honorary Degree to be conferred by
San Diego University (atholic
June 19
Young Republican Convention - Denver, Colorado
major address
June 20
National Editorial Association - Colorade Springs
Q&A
June 26
Possible
American Classical League award - Exeter, N. H.
June 27
St. Lawrence Seaway Dedication - with Quean Elisabeth -
Massena, New York
July 4
Dedication of Sports Arena - Los Angeles -
American Legion Fireworks Show in Coliseum
July 6-7
Possible
Baseball Writers Dinner and All Star Game - Pittsburgh
July 11
Christian Endeaver Convention - Philadelphia
major address
July 23
Apprex.
Moscow trip . Opening of American National Exhibition
through aug 2 ?
August 14
Possible
Feetball Writers Association-All Star Game - Chicago
August 24
American Legion National Convention - St. Paul
major address
August 25
Possible
National Student Association - Univ. of Illinois - Champaign
major or Q+A
August 31
VFW National Convention - Les Angeles - mayor address
Oct. 5
Possible
Dedication of Law Building, University of Chicago - major
Oct. 8
Possible
"Business Speaks" Dinner - New York City
Nov. 27
Possible
Phi Alpha Delta Dinner - New York City
Ligma Delta Chi St. Louis
Summary of Requirements for Entering
a Candidate's Name on Ballots in State
Preferential Presidential Primaries - 1960
(Chronological order based on date of primary)
(Primaries at which voters may express a preference for the
presidential and in some cases for vice presidential candidates
to be nominated at their party's national convention)
March 8 Jan 8-28 filing
April 5
mar 4 filing diadline
New Hampshire popularly delegate t
New York (Primary for selection of
delegates only - no presidential pref-
erence)
Wisconsin - late
April 12 cand. Must file lan 18 25
Illinois pope ontest
April 19 no consent luit cand. can when New Jersey sepcontent not fight Vehr tin liber conser.
April 26
file man 10 -waraw mar 16
Alaska
Massachusetts -file man 8
Pennsylvania in contact Elict 22
nocinsent you w/drium Feb 21
May 2 file Feb 29 - (and. must file
Maryland (Presidential vote but dele-
gates chosen by State Convention)
May 3
Alabama (Primary for selection of dele-
gates only - no presidential preference)
District of Columbia (same as above)
Indiana (Presidential vote but delegates
chosen by State Convention)
tob file Cand mistionsent Ohio w/draw Far-13
May 10
Nebraska
West Virginia
May 20
Oregon
May 24 file marl doing ab
Florida reconsent
June 7
California
Montana (Presidential vote but delegates
chosen by State Convention)
South Dakota
Not later than 2 months prior to
Arkansas (Optional)
National Convention (if at all)
Virilical for NR
Notes porn Jack Redding
american people love under dog will
steadfastly back a fighter - weary of the
unexciting and the static
Truman epitomized whole Demo 48 campaign - a caufully
planned effort to show the people the Cand in person -
to allow his own personality of words to he lite the fight
Creation of a pditical atmosphere is no casual thing - must
continue day in & day out - must feed the forces
that create it short pithy stories, wise cracks, shays
contrasts pointed up in few words
Cem politics is rought tranble free for -ael - bludgeon often
only apparent weapon but actually best weapon
is chuckle or belly laugh at expense of opponent
Ridicule isa wonderful weapon
Brallel - demos in early 47 - repubs in any 59
major defeat in cong. elections preceding year
organization f party at alle-time low
establish listening posts around country for
periodic long dretance telephone soundings
? can we force demo cand. to run on L Johnson record
as demos did in 48 force Dewey to Min on Tafts
record. - Thus start now litting Johnson hand
and often
Hannegan said Taft would be harder to beat than
Dewey cause a fighter - not "me-too"
national Comm newsletter like Kiplinger - terre,
readable, eye appealing - aim at precinet workers
county chanmen & workers - give them material to
use directly on voters with out thinking -
rely on simple issues - feeling - emotion
? do we have file on all Nuion speeches broken vito
quotes on every subject coded + classified + indere
Fruman's greatest campaign assets were his forthright manner
of smile - so expose him to most people possible
I am convinced RN greatest effect on changing people
is in personal appearance - so far not duplicated
on TV
Redding felt if people see HST in person they ill note
for him - personality smile, manner of approach,
sincerely all come through peoplevil trust him
of thus votefor him,
48 campaign was from rear platform of train
(face to face with people!)
possibility of hitting new people in small towns by
specially rigged bus Caravan -go away from
standard tran + plane stops - need to research
where Candidates have been t go elsen here -
can get more actual people to a small town
rally than in city - and if handled right get
more picturesque press coverage
use meeting with RN as bait to bring in state
leaders for individual organizational meetings
?
to there any way to use patronage of 60 censusts actuanted
set up routine system of asking for advice from key
leaders by phone or mail air special
devise continuing series of questions to keep feeding
out fn advice -give them feel sparticipating
? how about chairmanship of Brother houd Week
grouping I of young men in congress - spotlight them
ticle to party program
need to develop picture of courage
? find out statistics on US pop. -
# of whites of foreign origin - howmany for. birth
% of total pop, - what language
set up ethnic groups organization - esp.
foreign language
Capitalize on foreign aid program?
include Jews in nationalties division cause of yiddish paper
(check Wheeler Siltre for facds)
P, 203
use Polish National alliance, Zech Sokols, German
Turnvereins work three Foreign Language Newsp aper ass
Scandinavians are strongly Repub - Italians, Poles,
spaniards, Slovaks & Russians are basically emotion
Hermans, Scandinavians & some others use old logic facts
Comic book history of cand. -life story
Soap opera type radio program for women's Note P. 239
never let HQ group say or think dany possibility of defeat
start gosip that we have positive info cand will win
movie of cand, - release to theatres p.254 & earlier
get police to streng then lines in one area - result weakens
on line of march - create pandemonium
HST- you need excitement to keep life in a campaign
(be sure to plan sched with one builder up
every day)
Polls in in favor of Repub by 2.4 4 202.8 points
(study this)
In 52 Demo long cands went their own way
ignored nat'l tichet spelled defeat
Excorpt from "The Perfect President" by Eugene Burdick in January 1, 1956
issue of THIS WEEK Magazine.
From a number of studies the characteristics of the "perfect President"
emerge with striking clarity. They are:
The "perfect President" would be an interesting personality. warm
but decisive.
He would command admiration, but much more than this, he would
inspire confidence.
He would be a man who has evercome personal difficulties.
He would have proved his capacity by actually doing things.
No would be "proper," in his meral and ethical behavior, but he
would not be "perfect," that is, free of all taint of sin.
He would have a sense of humer.
He would net be primarily a partisan politician.
He would be married, with a happy family life.
No President will have all these qualities and it is doubtful that any
President lacking most of them will be remembered as "great." Let us take
these qualities one by one and see how they have figured in the campaigns.
"AN INTERESTING PERSONALITY." National pells on Presidential
candidates usually have a question which gees: "Now I'd like to ask you about
the good and bad points of the two candidates for President. Is there anything
in particular you like or dislike about them?"
The response to this simple question reveals at once the enormous appeal
of FDR and Eisenhewer. When voters were ashed what they liked about FDR's
oppenents, such as Willkie, their chief response was that they liked him "because
he's running against That Man In The White House." But when people were asked
what they liked about Reesevelt a large and varied number of positive faverable
statements were made. Likewise, the Michigan Survey study of the Eisenhower-
Stevenson race indicated that mere than half of Stevenson's supporters found
something favorable to say about Eisenhower. But Stevenson did net elicit such
comment. He was "respected, # but he was net "interesting."
The perfect President must be interesting in his OWN right. To be "anti"
the other candidate or party is not enough.
page 2
"WARM, BUT DECISIVE." Neither is it enough to be merely able,
efficient and strong. Americans deoply distrust a President who lacks warmth
and humanity. He must have a real interest in the people and a sympathy for
their aspirations.
Perhaps the mest classical example of this is the Dewey-Truman centest
in 1948. Studies by Prefesser Paul Lazarsfeld and his colleagues indicate that
a large group of people at the start of the campaign did not like the policies of
Truman nor the prospects of continued Democratic centrol of the Presidency.
But as the campaign progressed, increasing numbers swung back to Truman.
In the end many voted for Truman although they did not really care for himi
The reason was simple. The personality of Dewey never emerged as
warm and sympathetic. He was labeled "the bridegroom on the wedding cake"
and "the district atterney" by his apponents and the phrases stuck. Even veters
who did not like Truman or his "give-em-hell" campaign were eften attracted
by his warmth and enthusiasm.
"ABLE TO IMSPIRE CONFIDENCE." There is a subtle, but powerful
difference between admiration and confidence. Before the conventions in 1952
General Dwight Eisenhower and General Deuglas MacArthur were, in all sur-
veys, the two mest admired living Americans. But when Americans were asked
whom they preferred for President a strange thing happened: Eisenhewer
remained at the top of the list, but General MacArthur at sace dropped to fifth
place. Taft, Truman and Kefauver were all more desirable as a President.
Once the Eisenhewer-Stevenson campaign began this factor became even
more decisive. The Elmo Reper organization discovered that Stevenson was
ranked far behind Eisenhewer in terms of his intelligence and his attractiveness
of personality and in his ability to inspire confidence. By election day Stevensen
had made great gains on Eisenhower in two of these qualities, but not in the third,
his ability to inspire confidence. From beginning to end the American people
had more confidence in Eisenhower.
An executive in a polling organisation told me that when veters say that
a candidate "inspires confidence" they mean "he has an interest in me" or "he
will take care of me." The veters apparently felt that Eisenhower would be
more protective, considerate and sympathetic than Stevensen.
"ME HAS OVERCOME DIFFICULTIES." Americans want a President
who has known personal difficulty and evercome it. Liaceln is an example of a
rise from poverty; Eisenhower of a swift rise from obscurity. Receevelt's
ability to overcome his paralysis and to lead an active life was widely approved
as a courageous battle against a great difficulty.
There is apparently a feeling that personal adversity is a maturing and
toughening process which is as valuable as any experience gained in politice.
page 3
"HE HAS DONE THINGS." Americans want a President who was first
successful in some activity other than pure politics. A President who has been
nothing but a politician would be least appealing. Thus Americans tend to approve
Heever's engineering skill, Eisenhower's military art, FDR's experience as an
Assistant Secretary of the Navy.
"PROPER, BUT NOT PERFECT." To be perfect in behavior is as
recommendation. If a person is "perfect" he is unbelievable, remote, lost in
psychological space. Indeed, a President's very imperfections make him
attractive. This is one of the reasons Lincoln is proferred to Washington.
Washington has been depicted as so good that one just does not believe in him.
Although many people disapproved of Truman's violent defense of Margaret's
singing voice, secretly he was much admired; it was the sert of thing that any
ordinary citizen might do. Likewise the escapados of FDR's children, his pride
in his cocktails, were not liabilities. Many a parent has had unruly children,
takes a quiet pride in some small skill. Such "defects" seem to reduce psycho-
logical distance, to make the President real.
Taft, Dewey, Coolidge, Hoever were all preminent politicians whose
behavior seemed so perfect that they were unable to command widespread
enthusiasm.
"A SENSE OF HUMOR." Peliticians have always smiled without being
quite sure why they do. Psychoamalysts confirm, however, that the politician
is - the right track. The lack of a sease of humor is an indication of inner
tension, of taking one's self too seriously. Humor is a sign of both humility
and telerance. And it is a public aspect of ane's personality; it cannot be disguised
or simulated. Veters are extremely sensitive to the presence or absence of
humer in a candidate.
Lincoln possessed a bread and well-develsped sense of humer. Se did
Reesevelt. But people felt that Coolidge, Wilson and Heever did not. Stevenson's
humer is of a special kind and there are clear indications that his irony was dis-
quieting to some voters in the last elections. The wide, unrestrained smile of
Kisenhower has been one of his finest assets.
"NON-PARTISAN." Americans are strongly insistent that a President
drop his partisan label when he assumes office. Both FDR and Eisenhower were
thought to be above politics "in the usual sense," or to engage in politics of se
lefty a nature that they were non-partisan. However, Stevenson was never able
to threw off the implication that he was indebted to the Democratic Party and to
Truman. Indeed, this was the largest single criticism of Stemenson reported by
the Michigan Survey. Although respect for Stevenson rose mightily during the
campaign he could never shake the label of "partisan." The widespread feeling
that Eisenhower was not a "real" Republican was a positive advantage.
page 4
"A HAPPY FAMILY LIFE. One study made it clear that the President's
family is incorporated in his general public image. For example, the continued
enermous popularity of Mrs. Receivelt is partly due to a simple transfer of
public affection from a well-liked President to his widew. There is a widespread
expectation that a President will be a medel father and husband.
Stevenson's diverce was unsettling to some voters. But because the
diverce took place between two dignified and mutually respectful people and with-
out seandal it aroused no wide public reaction. Also, the presence of Stevenson's
three sens is reasouring. Almest surely the diverce will be of less disadvantage
to Stevensen this year, many people having got used to the idea.
THE FINAL PORTRAIT
This composite portrait of "the perfect President" is almost complete.
He is a man who has great warmth, inspires confidence rather than admiration
and is not se proper that he is unbelievable. He must have "dons things" in
another field than politics and he must have & genuine sense of humor. His stand
on individual political issues is relatively unimportant - only a fraction of the
people can correctly identify the stand of the Presidential candidates on even the
meet important issues. Obvieusly a person might lack some of these qualities
and still be President. Truman, for example, was almost completely the "pure"
politician and had not "done things" outside of pelitics. Also he was a conspieuous
partisan.
Clearly there are some aspects of this portrait that are disturbing.
(1) Is it, for example, eminous that issues are less important than personality?
(2) Is it healthy in a democracy that citizens desire a leader who will protect
them. even if he is net the person they mest admire? (3) Are Americans in
their dislike for politicians looking for a heroic leader of a tetalitarian type?
Dr. Else Frenkel-Brunswik in a series of brilliant studies has pointed
out some of the psychological elements involved. Her studies indicate that if a
crisis situation is too prolonged or too complex some people will flee responsi-
bility by letting a dominant leader make all the decisions. There is a desire for
"black-and-white" decisions; a yearning for a simple, well-understood leader who
can salve all the Bewildering problems. However, in a democracy the ultimate
responsibility must be taken by the people.
There is a danger that a President who is selected entirely on the basis
of a pleasing personality would be a threat to democracy. We might, literally.
ask him to solve problems which can only be solved by the whole citizenry. We
would force him to be dictatorial.
page 5
Merces Not Wanted
On the other hand, there is very little evidence that Americans are
looking for a "here" rather than a "good leader" when they choose their
President. Pelitical scientists have a name for this type of leader. He is
called the "charismatic leader"; the leader who seems to possess miraculous
powers, who commands personal devotion, is "heroic." Hitler and Musselini
were such leaders.
A very careful study by Professor James Davies of the California
Institute of Technology indicates that in the Eisenhewer-Stevensen race only
two per cent of the American people made their choice on a "hereic" basis.
The great bulk of the American veters made their choice quite coolly, without
high emotion and in an objective manner.
Americans do profer a warm and outgoing personality as President and
they do give him a high degree of loyalty when be is elected. But there is little
evidence that Americans today are seeking am authoritarian leader.
A number of psychologists have indicated that a "perfect President"
would be unbeatable for re-election, unless he made one or more of a very
few mistakes:
1. If he refused to act decisively in a crisis situation. It is
net necessary that the President's acts always be successful,
but that he act decisively is imperative.
2. If he became involved in a personal scandal that reflected
on his personal morals, faithfulness to his family or
indicated that he was greedy or corrupt.
3. If be became too closely identified with marrow political
partisanship.
Any one of these mistakes could shatter the whole image held by the
public. The "perfect President" has only to avoid them and he will remain
the man you want in the White House.
nurrow speech
- could take apart Vanswer item by item famly
effectively but this would just mean back and forth banter
need decision 'are wegoing to undertake anti-NK activities or
not- - ifso - if not we should slore of ignou This staff
- only really effective way to combat is with our own
continuing R operation to supply continuing stream
of pro-RM material on well organized bases - and
with a completelypositive of constructive approach
Hukness - NBC
Rock - uncommer pol courage
because of tax
Scattered applaue at mention {name
60 will be most my election of curtime
Rneeas Conger Cookto see if he has substing
Hark feels you is playingtor 64
RN well alead now- however
antRN say can't win - beat Taft
Pasifnau has lock on nom-
for Demo - Stevenson
cause is2noc choice in all states
all couds are tiberal -Cause in 58
country turned to left
is
is
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OFFICE OF THE VICE PRESIDENT
WASHINGTON
June 19, 1959
Mr. H. R. Haldeman
J. Walter Thompson Company
420 Lexington Avenue
New York 17, New York
Dear Bob:
Thank you for the comprehensive report
you sent me on June 12.
I am contacting Republican Associates
for the material you requested on the past News
Letters.
I will also await with interest your
complete reading of the Mazo book.
Warmest regards,
Sincerely
Robert H. Finch
Administrative Assistant
to the Vice President
OFFICE OF THE VICE PRESIDENT
WASHINGTON
June 19, 1959
Mr. Charles Franklin
Executive Director
Republican Associates of Los Angeles County
315 West Ninth Street
Los Angeles 15, California
Dear Chuck:
I would appreciate it if you would send
at your earliest convenience a goodly cross
section of Republican Associates News Letters
over the past year or so to:
Mr. H. R. Haldeman
J. Walter Thompson Company
420 Lexington Avenue
New York 17, New York
Thank you very much for your courtesy
in this matter.
Sincerely,
Robert H. Finch
Administrative Assistant
to the Vice President
cc: Mr. H. R. Haldeman