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Nixon for Governor - Handbook for Community Organization. "Headquarters: Specifications, Furniture and Equipment, Hours, Personnel, Decorating, Grand Opening, Other Suggestions" tab. 13 pages. [Report], n.d.
Nixon for Governor - Handbook for Community Organization. "Special Activities: Parties, Booths, Parades, Rallies, Direct Voter Contact, Canvassing, Mass Distribution, Telephoning" tab. 16 pages. [Report], n.d.
Nixon for Governor - Handbook for Community Organization. "Public Relations: Publicity, Advertising, Campaign Material, Speakers Bureau" tab. 17 pages. [Report], n.d.
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This file contains:
Nixon for Governor - Handbook for Community Organization. "Headquarters: Specifications, Furniture and Equipment, Hours, Personnel, Decorating, Grand Opening, Other Suggestions" tab. 13 pages. [Report], n.d.
Nixon for Governor - Handbook for Community Organization. "Special Activities: Parties, Booths, Parades, Rallies, Direct Voter Contact, Canvassing, Mass Distribution, Telephoning" tab. 16 pages. [Report], n.d.
Nixon for Governor - Handbook for Community Organization. "Public Relations: Publicity, Advertising, Campaign Material, Speakers Bureau" tab. 17 pages. [Report], n.d.
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Richard Nixon Presidential Library
White House Special Files Collection
Folder List
Box Number Folder Number Document Date Document Type
Document Description
64
17
n.d.
Report
Nixon for Governor - Handbook for
Community Organization. "Headquarters:
Specifications, Furniture and Equipment,
Hours, Personnel, Decorating, Grand
Opening, Other Suggestions" tab. 13 pages.
64
17
n.d.
Report
Nixon for Governor - Handbook for
Community Organization. "Special
Activities: Parties, Booths, Parades, Rallies,
Direct Voter Contact, Canvassing, Mass
Distribution, Telephoning" tab. 16 pages.
64
17
n.d.
Report
Nixon for Governor - Handbook for
Community Organization. "Public Relations:
Publicity, Advertising, Campaign Material,
Speakers Bureau" tab. 17 pages.
Monday, October 01, 2007
Page 1 of 1
HEADQUARTERS
Specifications, Furniture and Equipment,
Hours, Personnel, Decorating,
Grand Opening, Other Suggestions.
HEADQUARTERS
NIXON
N
HEADQUARTERS
Every Nixon Community Campaign Committee should have a headquarters
-- a combination office, public information center, supply depot and base of
operations.
A Nixon Committee without a headquarters is better than no Nixon Com-
mittee at all, but such a Committee will operate at a disadvantage. It will be
handicapped by sheer inconvenience. More importantly, it will lack the daily
point of contact with the public which is the key to its success.
SPECIFICATIONS FOR AN IDEAL HEADQUARTERS
a vacant store, at street level, with a display
window;
in the center of town, on a well-travelled
street;
large enough so you won't feel cramped but small
enough so you won't feel lost;
with some parking or loading facilities.
If you are lucky, someone will donate the space in response to a sugges-
tion or a well-phrased request from you.
You may have to pay rent, in which case your Finance Committee will have
a little extra work to do.
1
PREPARING TO MOVE IN
When you have found your headquarters, assign two or three women who
have an artistic flair to take a good look at the place and assume responsibility
for decorating.
If it is dingy and dirty, schedule a clean-up crew (men, women, teen-
agers) for scrubbing, polishing, painting and general fix-up.
You may not have found an ideal headquarters; but, with a thorough clean-
up job, new light bulbs and a curtain or screen here and there to cover up eye-
sores, you can make it suitably bright and cheerful.
FURNITURE AND EQUIPMENT
You will need: at least one typewriter, one desk, one filing cabinet, a
literature table and chairs.
You could use: a mimeograph machine, postage meter, coffee maker,
water cooler, reading rack.
In most cases, you'll be using borrowed orrented furniture and equipment,
and in many cases it will need some dressing up. Again, a couple of clever vol-
unteers can do wonders with big red blotters on the desks, contax paper on table
tops, spray-painting on two or three chairs and brightly colored waste baskets.
2
TELEPHONE
This is your most important piece of equipment. You will need at least
one single party line, but probably two or three. (A perpetual busy signal at head-
quarters can cost you both votes and volunteers.)
Be sure to list with the telephone company supervisor all possible vari-
ations of the Committee name that may be given by persons asking for your tele-
phone number.
HEADQUARTERS HOURS
Political campaigning is a 24-hour-a-day, 7-day-a-week business.
A great share of your headquarters activity will be in the evenings and on
weekends.
Business hours at your headquarters should be planned to accommodate
both the public and your workers, many of whom will have other responsibilities
during the day.
You should open in the morning at the same time as other business estab-
lishments, and remain open throughout the afternoon rush hour and into the even-
ing.
The exact closing time, which will have to remain flexible, will be deter-
mined by the public traffic. Never close the doors on a potential supporter.
Generally, your headquarters should remain open all day on Saturday to
3
take advantage of the downtown shopping crowds. But, in most cases, it is
neither necessary nor advisable to be open on Sundays.
PERSONNEL
Once you're set up for business you need volunteers from your Committee
membership to staff the headquarters.
Women will comprise the core of your regular headquarters staff, supple-
mented by teen-agers and college youth. But men, too, should be called on for
help, particularly in the evenings and on weekends.
Each worker should be given a specific responsibility and a well defined
schedule.
Some of the headquarters jobs are described below, and others will de-
velop as your Committee activity gets into full swing. Make an effort to match
your people with the jobs to be done. Have them do something they enjoy, and
something they can do well.
Be sure the receptionist, for instance, is someone with a pleasant voice
and a big smile, and that the person who handles supplies has an eye for detail
and order.
Get people of all age groups, from all sections of the community, of dif-
ferent races and creeds. And, above all, get people who are enthusiastic, dedi-
cated personal salesmen.
The image that your organization projects will be shaped by the people
who are in daily contact with the public at your headquarters.
Then, work out a realistic time schedule, assigning regular hours to each
4
member of your headquarters staff. The number of hours each person will be able
to devote will vary, of course. Some will work 8-hour days, one or more days a
week. Others will be able to spend only a few hours or half-days on duty in the
headquarters.
Strive to develop a regular weekly schedule so your workers can make
their plans accordingly, and so you will have a completely staffed operation at
all times.
HOSTESS
Someone should be on duty at all times to supervise the headquarters
activity, meet and talk with visitors, sign up new members, distribute literature
and serve as official hostess.
Her specific duties should include the scheduling of volunteers and main-
taining a daily record of hours worked by each person.
She should, of course, possess a pleasing personality and a broad knowl-
edge of the Nixon Committee program. This person might be assigned the title of
executive secretary to give official status and authority.
RECEPTIONIST
The primary responsibility of the receptionist is to answer the phone and,
with the hostess, to "handle" visitors. To the caller on the other end of the tele-
phone, she is, in effect, the Nixon Campaign Committee, and she must be able
to explain its purpose and its activities clearly and politely.
RESPONSIBILITIES OF THE RECEPTIONIST
1. Be able to answer specific questions on:
5
Function of the Nixon Campaign Committee
Absentee voting
Election laws
Times and places of registration
Polling places
Location of Republican Party Headquarters
2.
Refer questions about local candidates to local party headquarters.
(She should, however, have a list of the names of local candidates
available for ready reference.)
3.
Be familiar with the Committee reference library in order to help peo-
ple find their own answers to questions about Richard Nixon. (In
most cases, this is probably better than having the receptionist try
to answer the questions herself.)
4.
Understand the procedure for signing up new supporters, and be sure
no one is turned away.
5.
Have a list of the kinds of volunteer help the Committee needs.
6. Share the responsibility for keeping the headquarters neat and clean.
TYPISTS AND FILE CLERKS
Every Campaign Committee needs volunteers to type and file membership
cards and prepare tally sheets.
Typists also are needed for writing letters, typing news releases, address-
6
ing envelopes for mailings and handling the myriad of incidental duties connected
with any going concern.
SUPPLIES MANAGER
One person at headquarters should have the responsibility for ordering,
dispensing and maintaining campaign materials and office supplies. The supplies
manager also should see to it that buttons, stickers, literature and jewelry are
attractively displayed.
OTHER HEADQUARTERS DUTIES
The foregoing are basic headquarters jobs which must be filled. In some
cases, more than one job can be performed by a single person; in others, several
persons will be needed to handle the work load, depending on the size and ac-
tivity of the Committee.
In addition, the following activities will center in the headquarters and
will require the help of the entire Committee membership:
1. Stuffing envelopes for mass mailings.
2. Directing door-to-door canvassing.
3. Get-out-the-vote telephoning.
4. Scheduling of Election Day babysitters and transportation to the
polls.
7
DECORATING YOUR HEADQUARTERS
Just like any other place of business, your headquarters will draw more
customers, do more business, if it is attractive and eye-catching.
You want your headquarters to be noticed
by everyone. A big NIXON
FOR GOVERNOR banner and lots of bunting on the front of your building will help
catch the eye of the passing motorist. And a WELCOME sign on your door and a
VOTE FOR NIXON window poster will draw the attention of the pedestrian.
WINDOW DRESSING
Most headquarters will have a large store window which can be put to
work as a Committee billboard.
Using campaign posters as a starting point, a colorful display can be de-
veloped which will make your window the brightest in town.
Design possibilities are as endless as the imagination of your decorating
committee. Where possible, however, your display should conform to the colors
and style indicated by the basic campaign materials provided by the State Head-
quarters.
You can use your window to advertise rallies, to call attention to Nixon
telecasts, to promote current Committee projects.
Other suggestions:
1. Display photos of Richard Nixon and his family.
2. Display Nixon buttons and campaign literature.
8
3. Promote your membership drive with a graph or thermometer showing
goal and progress to date.
4.
As Election Day approaches, letter VOTE FOR NIXON in seven, or ten,
different languages.
5. Immediately before election, devote the entire window to a giant
VOTE FOR NIXON.
INTERIOR DECORATIONS
The interior of your headquarters should project the image of purpose and
bustling activity. It should be dominated by a huge picture of Richard Nixon.
You might add to the interest with big, colorful, hand-painted posters of
donkeys and elephants (be sure the flavor is bi-partisan), slogans and reminders
to register and vote. They don't have to be artistic masterpieces. Color and en-
thusiasm are what you want.
THE GRAND OPENING
When everything is ready, when you have made all your plans, have lined
up your volunteers, and are all set to keep rolling right up to November 6 -- open
your headquarters with a flourish.
Plan your Grand Opening as a series of events, rather than just a single
celebration. This will increase the interest, create greater attention and multi-
ply the publicity mileage you can get out of it.
9
TIMING
The exact dates and hours for a grand opening will vary from one communi-
ty to the next. In smaller towns which attract large shopping crowds on Saturday,
that's the best day to kick off a grand opening celebration. In metropolitan areas,
the greatest impact might be achieved by gearing the major activity to 5 or 5:30
on a week day, or during the noon hour.
The determining factors are when you can draw the greatest crowds, the
most interest and the maximum publicity coverage.
Here are some of the elements for a successful opening:
1. Consider your opening as an opportunity for a three or fourday event,
with a special program each day.
a.
All-Parties day
featuring speeches by prominent Nixon sup-
porters from both major parties, official ribbon-cutting cere-
monies.
b. Women's day
have a clown, give away balloons, serve
coffee or lemonade and cookies.
C.
Men's day
time your activity immediately following office
hours, have prominent athletes or entertainers on hand, distri-
bute bumper strips.
2. Plan a unique official opening ceremony. The usual ribbon-cutting is
always a good device for focusing public attention and creating a
publicity hook. But you can embellish the traditional ceremony by
giving it a political flavor. (For instance, attach a giant cluster of
helium-filled Nixon balloons which can be released as the Committee
chairman, assisted by a pretty girl, cuts the ribbon. This sort of
thing will increase your chances for good publicity coverage.)
3. Create additional excitement with a Dixieland band or a phonograph
playing spirited music.
10
4. Have pretty girls, decked out in Nixon hats and aprons, serving as
hostesses.
5. Urge every Nixon Committee member to attend and bring other mem-
bers of the family and friends.
6. BE SURE to invite reporters from all local newspapers, radio and TV.
7. Arrange to have your own photographer to take pictures of the opening
ceremonies for publicity purposes and later display in the headquar-
ters.
OTHER SUGGESTIONS
PUTTING VACANT WINDOWS TO WORK
A Nixon Headquarters should look busy. There are times when even the
best political headquarters is not busy. It is poor psychology to advertise this
fact to the public. If you have windows on two sides of your headquarters, or if
you have oversized show windows, put your decorations committee to work paint-
ing everything except the main front window. For example, paint to just above
eye level, a simulated board fence, knotholes and all, with little signs here and
there.
This fence idea has been used with great success. It attracts attention,
and adds to the atmosphere of activity and excitement.
11
A POSTER CONTEST
Children are button collectors. They usually invade every political head-
quarters. They can be a nuisance, but they are enthusiastic customers. Harness
this interest by putting them to work in a poster contest.
Offer a framed picture of Richard Nixon as a prize for the best poster urg-
ing all citizens to vote. Put the poster-of-the-week on display every Saturday
morning. If the contest is a success, make an event of the final judging with a
panel of experts, awards ceremony and lemonade and cookies "on the house. "
12
SPECIAL
ACTIVITIES
Parties, Booths, Parades, Rallies,
Direct Voter Contact, Canvassing,
Mass Distribution, Telephoning.
MIXON
NHON
SPECIAL ACTIVITIES
N
NIXON
NIXONY
SPECIAL ACTIVITIES
The final, all-important measure of a Nixon Community organization's
success is the number of votes it produces for Dick Nixon on Election Day.
This handbook offers a list of suggested activities designed to generate
public interest and enthusiasm for our Candidate
enthusiasm which will
translate itself into votes at the polls on November 6.
All these ideas have been tried and found effective. You are the best
judge of which will be most successful in your community.
This list should be regarded as a starting point. These ideas will sug-
gest others to you. And new ones, developed during the campaign, will be
passed on to each Community Campaign Committee.
Choose a few ideas, adapt them to your local situation, and do them well.
Plan each project, every event, with an eye toward maximum publicity
coverage. While only a portion of the population may directly participate in a
given activity, you can get the story of your program or event to virtually the en-
tire community through a well-planned publicity effort.
BUILDING YOUR MEMBERSHIP
A primary objective of your Committee is to harness the interest and en-
thusiasm of every Nixon supporter in the community.
But most people don't just step forward of their own volition. You have to
find them, sell them and sign them up.
1
The degree to which you accomplish this will determine the effectiveness
of your entire program. One tangible measure of the success of a Committee is
the size and breadth of its membership.
HOW TO GET STARTED
Starting with a nucleus of initial members and key workers, have each
person sign up his or her friends, family members and close associates.
This gives you a base from which to launch a broad membership drive
directed toward every section of the community, every social and interest group,
every adult age level.
BUILDING FROM THERE
When sign-up cards come in, issue additional cards to each of the new
members and watch your membership snowball. The membership drive should con-
tinue right on through the end of October. It's then that public interest will be at
a peak and you'll have your greatest need for manpower.
RECRUITING DOOR-TO-DOOR OR BY TELEPHONE
Before new precinct sheets are received, a door-to-door canvass will pro-
vide you with many new members. After the precinct sheets for the primary elec-
2
tion are available (mid-May in most counties), a telephone canvass of precincts
not covered door-to-door should be conducted.
To avoid duplication of effort you will probably want to combine your door-
to-door and telephone canvasses for new members withthe fund raising canvasses
of your finance committee and the basic campaign canvasses of your activities
committee. (Supplemental material will be provided covering the details of how
to conduct combined canvasses.)
RECRUITING THROUGH ORGANIZED GROUPS
Direct special recruiting efforts toward organized groups -- civic, frater-
nal, church, veterans, farm, labor, nationality groups, business, professional,
women's service organizations. Name an active Nixon supporter from each such
group to your membership committee. Once you have established a beachhead in
the organization, institute a recruitment program among the group's members.
RIFLE APPROACH
Compile a list of individuals who are likely Nixon supporters and who are
known "joiners" and active participants in this kind of activity. For example,
choose Red Cross and Community Chest drive workers, persons active in women's
organizations, members of the Chamber of Commerce, individuals who have par-
ticipated in political action courses conducted by the Chamber of Commerce, the
NAM and private companies. These may turn out to be your best workers.
RECRUITMENT AT SPECIAL EVENTS
Every public event, wherever groups of people gather, affords a ready-
made opportunity to recruit Nixon Committee members. Have a sign-up table at
the county fair, civic festival, sports events, in shopping centers.
3
BULLETIN BOARD NOTICES
Have Committee members post notices on their company and plant bulletin
boards inviting co-workers to join the Nixon Campaign Committee.
MEMBERSHIP WEEK
For publicity purposes and focusing of effort, designate a period as Mem-
bership Week, during which a concentrated drive is conducted to recruit new mem-
bers. In that period, all the above approaches can be used to blanket the entire
community. A membership drive will have local news value and should be ac-
companied by a series of advance and follow-up releases to newspapers, radio
and TV.
IDENTIFICATION AND RECOGNITION
The only compensation for volunteer activity is the personal satisfaction
of participating in an important, successful endeavor.
But you can reward your members by giving them personal identification
as active campaign workers, and recognizing those who do an outstanding job.
INDIVIDUAL MEMBERS
Immediately upon joining, each new member should receive a membership
card and Nixon button to identify him as an active participant in the campaign.
4
TALLY SHEET
As soon as a new sign-up card comes into your headquarters, the new
member's name, address and other information called for should be entered on the
tally sheet. At the end of each week, the tally sheet listing all new members
joining during the preceding seven days should be sent to Nixon State Headquar-
ters.
If this practice is followed faithfully, an up-to-date list of active Nixon
workers can be maintained at all times and direct communications of interest to
members can be sent out to the entire Nixon team.
This is an important responsibility of the membership committee.
FILE CARDS
As soon as the information is entered on the tally sheet, the sign-up card
should be placed in the card file.
Properly maintained, the card file becomes one of your most valuable as-
sets. It is your basic list for mailings, volunteer work and special assignments,
and should be kept up-to-date and in usable form.
***
Personal involvement is the key to political success. The activity of your
membership committee should continue from the initial formation of the
Committee up to Election Day, with the objective of personally involving
the greatest possible number of voters in the Nixon campaign.
5
DOOR-TO-DOOR CANVASS
The most effective kind of grassroots political activity is the door-to-door
canvass. Try to get all your members to join in a complete canvass of your com-
munity.
Some may be reluctant to engage in canvassing other than by telephone,
but many will go door-to-door if you explain to them that they will canvass in
pairs; that it will be a group activity with a dozen volunteers joining forces to
completely cover a precinct in a two-hour period; and that they will find it the
most fascinating and enjoyable type of political activity after they punch a few
doorbells and get over their initial shyness about face-to-face campaigning.
The basic purpose of the door-to-door canvass is to distribute buttons,
bumper strips and literature to voters of both parties, to urge them to vote for
Dick Nixon and to determine which voters plan to vote for him.
However, the canvass can also serve as a means of recruiting members,
raising funds and getting Nixon voters registered.
TELEPHONE ACTIVITIES
One of the best ways to reach all voters is to conduct a systematic, pre-
cinct-by-precinct telephone canvass. Like the door-to-door canvass, it can be
used as a membership recruiting and fund-raising device, in addition to being an
effective means of urging people to vote for Dick Nixon and of determining which
voters intend to vote for him.
To be effective, a telephone canvass must be carefully organized. One
group of workers should put telephone numbers on precinct sheets. Another group
should do the actual telephoning. Still another group should follow up and con-
6
tact voters who indicate they want to become Committee members or contribute
funds or obtain buttons, bumper strips or literature.
NIXONETTES
Organize a group of girls to serve as Nixonettes. They can add color and
excitement to your headquarters opening, rallies and other campaign activities by
wearing specially designed costumes and serving as ushers, receptionists or
hostesses, or by handing out buttons, bumper strips and literature.
PARTIES
Special Nixon parties can include coffee hours, breakfasts, brunches,
luncheons, dinners, smokers, buffet suppers, open houses, receptions, round
tables, teas, dessert parties, TV and radio parties, open air (garden) parties,
library parties
you name it.
Most of the events are self-explanatory, but here is a special word on
some of the more popular versions, and suggestions on ingredients common to all.
COFFEE HOURS
A coffee hour is an informal gathering in the home of one of the Committee
members where active and potential Nixon supporters and "undecideds" in the
neighborhood come to sip coffee, learn more about our Candidate and become en-
thusiastic Nixon salesmen.
It may have a different name, such as a "kaffeeklatch, " tea topics, etc.,
but it should always have the name "Nixon" associated with it.
7
A coffee hour can be held during the morning or afternoon to suit the con-
venience of its hostess, and to best fit into the schedule of the majority of
guests. It can be large or small, held in the home or even in a community hall.
It can be a preliminary kick-off to some larger event being planned by
your Nixon Committee -- such as the neighbor-to-neighbor canvass or member-
ship drive -- or it can be held just to get the neighbors better acquainted with
each other and with Richard Nixon.
You may want to expand the coffee hour into a series of weekly study
meetings to delve more deeply into basic campaign issues.
One suggested type of coffee hour which has proved widely successful is
called the "Nixon Twenty for Twenty" coffee hour. Under this plan, the hostess
invites 20 women to her home for coffee and a short program. Each of the 20
guests then gives a similar party in her home for 20 other women, and SO forth.
The "pyramid" " or "snowball" effects of such a program are endless.
Whatever form your coffee party takes, the important thing is that it must
be interesting and informative enough to make your guests want to support Dick
Nixon actively.
The program, which should be limited to about 45 minutes, might include
a prepared talk on a current issue by one of the committee members, or a discus-
sion session led by a Nixon Committee officer.
You should have three Nixon buttons, bumper strips and sign-up cards for
each guest (the extras are for two neighbors).
FIRST VOTERS PARTY
Hold a special coffee (or Coke) party for first voters and foreign-born new
voters. Plan your party with an eye toward the special interests of the group.
8
The program might feature a discussion of international affairs or information on
voting requirements.
Such a party can produce some of your most effective workers.
Be sure to follow up with each guest to make sure he or she registers and
goes to the polls on Election Day.
TV AND RADIO PARTIES
TV and radio dessert parties should be scheduled for a time when Dick
Nixon is addressing a state-wide audience -- or when local Committee represent-
atives are appearing in his behalf on a local network.
A discussion period should follow the talk, conducted by the host or some-
one he designates. Sign up new members and distribute Nixon campaign litera-
ture and buttons.
NIXON SMOKER
Your Committee may want to sponsor a Nixon smoker following, for in-
stance, a local sports event attended by your guests. A prominent area spokes-
man could talk "man-to-man" about the Candidate, followed by open discussion
and distribution of campaign materials.
9
If your organization is in an area where sports is big business, invite the
well-known athletes favorable to Nixon to your smoker.
Smokers are one way of generating financial support among area men for
your Committee's activities.
NIXON LIBRARY PARTIES
Using Nixon books, your Committee can hold its own library party -- either
in the Committee headquarters or in a member's home.
Requests for various books, if they are sufficient, might be taken and
ordered through the Committee at its library party, or could be sold or given out-
right, as you decide.
Your program might include a talk on one or two Nixon books by a local
reviewer or a panel discussion by local literary figures.
Make sure to distribute campaign buttons at the party.
BOOTHS
As Election Day draws near, booths will give extra stress and importance
to the Nixon cause. They need not be elaborate -- a wooden stand or table, at-
tractive well-informed receptionists, banner and bunting if possible, and lots of
campaign material.
10
They may be constructed at any community function where permission is
granted -- at State and County Fairs, civic festivals, Labor Day and Halloween
functions, in conjunction with back-to-school celebrations in stores, and at
special sporting events.
If you can't fix up a booth or table area, post a decorated station wagon
at key community points, such as shopping centers, manned by volunteers hand-
ing out literature and buttons. Use a sound truck, playing recorded music, if
this is legal in your area.
FAIR BOOTHS
Fair booths deserve special attention because they will draw scores of
your area's residents. There should be a NIXON FOR GOVERNOR booth fully
manned at all times at every County Fair.
Fair booths must be crowd-stoppers -- solid-looking enclosures or tents
with banners and flags waving, Nixon balloons at the entrances for the children,
and peppy music. In short, the booth should have the appearance and air of fes-
tivity, liveliness and vigor.
Distribute buttons, literature, bumper strips. Cater to hot and weary
fair-goers by serving ice-water and providing lawn chairs.
Encourage everybody who comes to your fair booth to fill out a sign-up
card. Offer an incentive to sign up by having a drawing. Put all completed cards
in a box, and give a prize (donated by local merchants) to the person whose card
is drawn on the final day of the fair.
11
PARADES
COMMUNITY PARADES
Sponsor a special Nixon for Governor float in community parades held dur-
ing the campaign.
Tie your decorations into the theme of the parade by featuring Richard
Nixon's position on agriculture in a harvest parade, his faith in the future in a
children's parade, his California heritage in a western parade, etc.
Distribute Nixon buttons and literature from your float.
MOTORCADES
Several times during the campaign, organize motorcades of five or six
cars and units decorated with Nixon posters and banners to tour the city as an
impromptu parade.
Decorations might include signs saying "Independents for Nixon", "Nisei
for Nixon" or whatever, but be sure they represent actual participants.
Other units might include: a jalopy filled with college students, an an-
tique car carrying a group of senior citizens, a convertible with representatives
of different nationalities dressed in native costumes, a pretty girl on a donkey
labelled "Democrat for Nixon", a dowager driving a sports car.
ELECTION EVE PARADE
Your last, and most important time to shout, is on the night before election.
12
Schedule a full-fledged parade of your own on Election Eve. It need be no
more than every Committee member turning out in his or her own decorated car.
Or you might make it a community-wide event, with merchants up and down the
main street who are friendly to Nixon decorating their store fronts, and supporting
groups entering floats, band units and sound trucks.
RALLIES
INSIDE AND OUTSIDE EVENTS
Nixon rallies are a must. They are a vital ingredient in every political
campaign and are an excellent means of generating public interest and support for
Dick Nixon.
The time of day is important. Make sure you hold the rally ata time when
you'll draw the largest turn-out.
Rallies can be held in any central meeting place -- city park, school gym-
nasium, civic auditorium -- and they can be the high point of your campaign ac-
tivity.
Make your rally a colorful, gala event. Dress up your ushers in "Nixon
outfits" and have plenty of campaign materials to hand out. Have a band.
Arrange unusual entertainment -- perhaps a Nixon chorus line of local
talent singing "home grown" Nixon lyrics.
Every political rally must have its speeches. But keep them short, pos-
sibly to brief testimonials by persons representing the major occupations or
nationalities in your community, telling why Richard Nixon is the man best quali-
fied to be Governor -- from their group's point of view.
13
OTHER SUGGESTIONS
PICNICS
Have an old-fashioned political picnic at the community park and invite
everybody to come. Give it the nostalgic feeling of an old-time community affair
-- a band concert, contests, political oratory. Have varied and lively entertain-
ment with group singing, folk dancing, local talent, fireworks. Serve refresh-
ments. Give away prizes -- and campaign materials.
FASHION SHOW, DANCES
Both fashion shows and dances can tie in with local community activities.
For instance, an organization in the city may be sponsoring a costume
ball between now and Election Day. If so, encourage Nixon Committee members
to attend, dressed appropriately with clever "Vote for Nixon" costumes embla-
zoned with pins, stickers, and the like.
Or, if a group in your community is sponsoring a fashion show and invit-
ing other organizations to join in, make certain your Committee participates.
Your entrants might appropriately model fall wardrobe "election-time
wear. "
CONVENTIONS AND MEETINGS
Your Chamber of Commerce and local newspaper will have on file a record
of up-coming conventions and meetings. Make a list of them, then contact the
program chairman of each, offering to provide a speaker. Or, short of that, re-
14
quest permission to distribute Nixon campaign literature and buttons. It is a
small effort, but it can pay off handsomely in November.
POSTERS
Sponsor an independent poster contest for primary or secondary school
children
or for housewives
or for handicapped or hospitalized persons
or for amateur artists.
Announce details of the contest through local publications, through plac-
ards placed in your headquarters, and through letters to interested groups.
Details should include information about where entries may be submitted,
judging qualifications (ingenuity, neatness, black and white or color require-
ments, appropriateness, adherence to theme) judges, prizes, deadline for entries,
and when the results will be announced.
The theme could be "A (Housewife's) View of Elections" or "How Candi-
dates Campaign" or "Free Elections the Key to Free Government. 11
Prizes might include framed pictures of Dick Nixon or copies of the Nixon
books. Be sure the winners' entries are displayed prominently in your headquar-
ters window, along with their pictures.
15
PUBLIC
RELATIONS
Publicity, Advertising,
Campaign Material, Speakers Bureau.
PUBLIC RELATIONS
PUBLIC RELATIONS
The Public Relations program of the Nixon for Governor campaign is con-
cerned with four major areas of activity: publicity, advertising, materials, and
campaign speakers.
Professional staff personnel are available from the State campaign organi-
zation to guide you in the development of basic tools for the implementation of
each of these activities, as well as to service your community's specific needs
and requests.
Public Relations Advisory Committees in both Northern and Southern Cali-
fornia meet regularly for the purpose of establishing general public relations
policy guidelines.
The ultimate success of these activities depends upon both careful direc-
tion at the community level and close coordination with the State headquarters
organization.
PUBLICITY
An effective program of publicity is one of the major requirements for the
success of this campaign.
It is of particular importance that the campaign be adequately publicized
at the local level for several reasons:
1. To promote Dick Nixon's candidacy for Governor.
1
2.
To acquaint the community with the work of the local campaign or-
ganization.
3.
To call attention to the community organization as a rallying point
for supporters of Dick Nixon from all walks of life, regardless of po-
litical affiliation.
4. To pointup the objectives and programs of both the community organi-
zation and Dick Nixon's campaign.
5. To provide motivation for campaign support in the community.
These objectives will best be accomplished if the community chairmen
designates a Public Relations chairman who, in turn, appoints a Publicity Sub-
committee to carry out a program to keep your community in touch with the general
campaign operations. This will be one of the community Public Relations Com-
mittee's most important areas of responsibility.
THE PUBLICITY PROGRAM
To organize for an effective publicity program, the following steps should
be followed:
1.
Compile a list, complete with addresses, of the news outlets in your
area. Include daily, weekly, and semi-weekly newspapers, foreign
language newspapers, radio and television stations, and wire ser-
vices.
2. Learn the copy deadline schedules of the daily, weekly and semi-
weekly news publications.
3. Line up a photographer who will be available to you when the need
arises.
4. Learn the names of the city editors and/or political reporters on the
newspapers, and the names of the radio and television news editors.
2
5. It is important that the Publicity Chairman personally contact the
people mentioned above to acquaint them with the community cam-
paign organization's activities, in order to solicit suggestions on
how best to meet local publication problems. This is one way to in-
sure that your potential as a news source will not be wasted.
6. Prepare and maintain a scrapbook of publicity received by your club.
WHAT DO THE NEWS MEDIA WANT?
The news media in general, and newspapers in particular, are interested
in all your activities. Sometimes, however, the limited size of their staffs makes
it impossible for them to "cover you" fully. For that reason, they will rely upon
you to provide them with news of your activities.
The Publicity Chairman, or someone he designates, should be in constant
touch with the heads of each committee of your organization. Only by such liai-
son can he know what plans are being made and arrange to publicize them.
Your first, and probably most important, release will be the announcement
of the formation of your community organization. This one should be geared to
show the broad base of participation. It should include the names and identifica-
tions of the various officers; the purpose of the organization, as stated by the
chairman; and the fact that this is one of many such centers being organized in
every county of the State.
After the initial announcement, you should be prepared to dispatch re-
leases on every phase of your activity: speakers bureau, registration, voter can-
vass, campaign projects -- the whole works.
Wherever possible, you should plan your releases in "packages." For
example, in many instances you can provide the news media with an "advance"
story on an activity planned for the future. Then, when the activity is over, you
can prepare another release giving details of what took place and indicating its
success. This way you may get double coverage.
The one thing to remember is that everything you are doing is news. If
handled properly, it can contribute greatly to community interest in your activities
and in Dick Nixon's election.
3
HOW DO YOU WRITE IT?
Don't be overly concerned about journalistic style in the preparation of
your releases. Just be certain they contain all the facts and are as brief as pos-
sible. You may have a member of your committee who is either a newspaperman
or a professional advertising or public relations practitioner, who can assist you
in preparing effective releases.
If you are writing about a future event, state clearly what the event is,
where and when it will take place, and its purpose. Also, name and identify the
principal participants. When reporting a past event, these ground rules still ap-
ply; but, in addition, your release should contain a statement by the Chairman
concerning his reaction to the success of the venture.
TO WHOM DO YOU SEND IT?
Your news releases should either be mailed or hand delivered to the City
Editors of the newspapers and the News Editors of the radio and television sta-
tions. If necessary, you may want to make arrangements to report by telephone,
but this is a less desirable procedure and should not be followed too often.
Also, be certain copies of your releases are sent to your community Chair-
man and to the Campaign News Bureau at Los Angeles.
TIMING!
Releases in advance of an event should be in the hands of the editors about
a week before the event. Any reports following an event should be made as soon
as possible -- preferably the same day -- in the case of daily newspapers, radio
and television, and no later than the second day after the event, in the case of
weekly and semi-weekly papers. Your check list of deadlines will be the con-
trolling factor here.
If you are in a city with competing daily papers, you are likely to en-
counter a problem arising from the fact that both papers want the news first. This
4
is particularly difficult if one is a morning paper and the other is an afternoon and
evening publication.
One solution here would be to alternate releases -- that is, give release
"A" to one newspaper first, and release "B" to the other paper first. However,
never give a release to one paper and fail to give it to another. Somebody has to
get the story first, but that doesn't mean you can afford to ignore the others.
FORM
Be certain that the copy you send to the media contains the name of the
organization and the name and telephone number of the person responsible for the
release. If a reporter has a question and doesn't know whom to call, he will
probably throw your release in the wastebasket.
Your news copy must also contain a release date : "For immediate release,"
"Forrelease in editions of Oct. 1, 1962, etc. It should be typed and double-
spaced. You do not need to send an original typed copy to each news media.
Clear carbons or mimeographed copies are acceptable.
SPECIAL CASES
There will be some instances in which it will be advantageous to deviate
slightly from the procedures outlined above. For example, if you plan a special
program like a women's fashion show or a sports program of some kind, you will
want to contact the newspaper people who are in the best position to help you.
If you are planning a women's activity, talk to the Women's Editor or the
Club Editor. If they can't handle your copy, you can still contact the City Editor.
The same would be true for a sports program. The Sports Editor would be the first
person to see.
5
IMPORTANT
By no means is the metropolitan daily newspaper the best or only outlet
for your news.
You will find the weeklies and semi-weeklies, and the foreign language
publications, generally receptive to whatever news you can give them. As a rule,
they are in a position to give you more space than the dailies. And they are read
by the people in the communities in which they circulate.
Any release you send to the dailies should also be sent to the weeklies,
semi-weeklies and foreign language papers.
Periodic Newsletters will be prepared and distributed by the State Head-
quarters, and copies of these will also be sent to the news media.
These will provide good background information and might result ina news
or feature story, particularly if some item in the Newsletter should pertain to
your community.
The Newsletter is a device employed to keep Dick Nixon's supporters in-
formed and to help broaden the base of interest in the campaign.
At the community level, be sure to use every news outlet at your disposal.
Don't be discouraged if everything you turn out doesn't show up in print.
Remember that newspapers receive literally hundreds of releases from vari-
ous individuals and organizations; and space problems demand that they be some-
what selective.
It may be that a particular item which you submit in the form of news will
not meet the local editor's test of importance.
Regardless of this, keep working, improve your product, and you will soon
see results.
6
LIST OF SUGGESTED NEWS TOPICS
1. Announcement of the formation of the community organization.
2. Announcement of the formation of committees and appointment of com-
mittee chairmen (public relations, activities, registration, headquar-
ters, finance). For greatest coverage, announce committees sepa-
rately, at intervals of a week or SO.
3. Biographical sketches of officers and committee chairmen.
4. Launching of a registration drive, with information as to the procedure
for individuals who wish to register.
5. Formation of a Speakers Bureau and topics, to be followed by stories
regarding individual speaking engagements.
6. Rallies, meetings, coffee caucuses.
7. Endorsements of Richard Nixon by important local leaders.
8. Launching of fund drives.
9. Opening of Headquarters -- including who will staff it, materials and
information available, and volunteer activity to be conducted.
10. Announcement of Dick Nixon's appearances on television.
11. Periodic announcements of campaign progress.
12. Campaign projects.
13. Special committee publications.
14. Announcement of Election Day activities (but be careful not to tip off
the opposition regarding anything they could either block or counteract).
7
This list is by no means all-inclusive; but it does indicate many of the
activities of the local community organization which lend themselves to news
treatment.
In almost all of the above, the topics would be suitable for "package"
treatment -- that is, a release in advance of the event and a release following
the event. Using the "package" approach wherever you can will give meaningful
continuity to your program.
USE OF PHOTOGRAPHS
Photographs are an important part of any publicity program -- sometimes
more important than the copy. The Publicity Chairman should be alert to the plac-
ing of photographs with his releases whenever possible.
Whenever a news release concerns local personalities, photographs of
them, or "mats" in the case of weeklies and smaller dailies, should be included.
The photograph should be in sharp focus and should be printed in black and white.
Photographs for use in newspapers should be printed on glossy paper, while TV
stations usually prefer dull or "matte" finish.
Sometimes it is possible, by prior arrangement, to have the newspapers
cover your major events for pictures. You may be able to make the same kind of
arrangements with television stations. They have staff photographers and make
use of news "stills. 11 Whenever you have an event that offers picture possibili-
ties, it is usually worth a call to the newspaper offices and television stations
to suggest photo coverage.
If a news media cannot send a photographer to your function, hire one lo-
cally to make the pictures so that you can get them to the media as soon as pos-
sible. Do not exclude the television stations from your distribution.
If you have your own photographer, be certain he does not overcrowd the
photographs. Except under unusual circumstances, such as a rally or a parade,
there should never be more than three or four persons in a single photograph.
8
One other point: Be sure the pictures you distribute are accompanied by
an explanation of the event and accurate information concerning those in the pho-
tograph -- preferably from left to right as you view the picture.
Attention to these details can pay great dividends !
CAMPAIGN MATERIALS
Keeping the Candidate's name constantly before the public is obviously a
major factor in the winning of an election -- even if that Candidate is one who is
already widely known.
A large part of the responsibility for keeping Dick Nixon's name before the
community belongs to those members of your Public Relations Committee who are
specifically charged with the distribution of campaign materials.
This group -- working closely with the State Headquarters -- will order,
maintain adequate supplies of, and arrange for distribution of Nixon campaign
materials: lapel tabs, bumper strips, windshield stickers, posters, campaign
brochures, window cards, etc.
As each County is organized, a "seed" supply of these campaign materials
will be provided by the State Headquarters. In addition, information needed in
the ordering of additional supplies, including campaign jewelry and other items
to be sold by individual headquarters, will be made available.
It is the responsibility of the Public Relations Committee in each com-
munity -- in cooperation with the State Campaign Public Relations staff -- to see
that promotional materials are put to the best possible use.
Arrange for the placement of posters in areas where they will be seen by
the most people. Set up special squads for mass distribution of literature, stick-
ers, and tabs.
9
Using promotional materials effectively, you can make a substantial con-
tribution to the campaign by keeping Dick Nixon's name before the public and by
showing your community the widespread support for his candidacy.
SPEAKERS BUREAU
The Speakers Bureau is one of the best means of personalizing the cam-
paign for Dick Nixon's election as Governor.
Through this operation, your most persuasive arguments for Mr. Nixon's
election will be presented by your most persuasive speakers. Here, you can, and
will, influence many people not reached by other publicity activities.
The first job of the Speakers Bureau Chairman will be to organize a squad
of skillful speakers and outline a series of speech topics. The Speakers Manual,
provided by the State Headquarters, will be invaluable in this regard.
Once the speakers are organized, the Bureau must embark upon a program
to find forums for the participants. You may want to begin your search within the
membership of your local community organization. Many of these individuals be-
long to other groups which would welcome an informed and articulate speaker.
Watch the newspapers for announcements of speeches to be given before
local groups; then, contact these organizations and ask if they would like to
schedule one of your people. If you hear that the opposition is scheduling
speeches before some groups, call the groups and ask for time to express your
point of view.
Make a strong effort to place your speakers before non-political, inde-
pendent groups -- women's clubs, professional and civic groups, etc.
Be certain your speakers are publicized. Once the community knows you
are in action, you will get more requests for speakers.
10
Keep a calendar of assigned speakers and topics, so that when you commit
the Speakers Bureau to a speech there will be no danger of conflict.
Be certain your speeches are factual, logically presented and positive.
Here again, the information contained in the Speakers Manual will be of immeas-
urable help.
Arrange meetings of speakers SO their speeches can be practiced, criti-
cized and polished.
It is assumed that the members of your Speakers Bureau will have had
some experience in public speaking and will know the importance of good groom-
ing, confident stance, delivery, and the ability to answer questions concisely
and intelligently.
On occasion, you may receive a request from the State Headquarters to
provide a speaker in your area to represent Dick Nixon before an audience where
he is unable to be present personally.
In such a case, as in all others, your Speakers Bureau Chairman should
be able to evaluate the quality of speakers available in relation to the nature and
importance of the audience before which they are to appear.
ADVERTISING
If you were to boil down to a single phrase the entire objective of your
community organization, it would be "keep the name of Dick Nixon before the
public in the most favorable light. "
Every community activity -- news releases, literature, window cards,
membership drives, door-to-door calls, rallies, coffee caucuses, everything --
contributes to that end, either directly or indirectly.
11
The most direct and controllable way of accomplishing this, of course, is
through advertising -- in the newspapers, on radio and television, and through
billboards.
This is probably, also, the most expensive way of telling your story.
In order to achieve the most effective and desirable advertising impact
throughout California an advertising agency has been retained by the State Nixon
for Governor Campaign organization to create the necessary advertising copy and
art and to purchase the time and space required for maximum coverage.
The agency will, of course, be glad to have any advice and counsel which
you can provide with respect to specific needs and unique situations which may
exist in your area.
However, in the interest of achieving the maximum amount of value for
each advertising dollar expended, it is essential thatthese ideas and suggestions
be coordinated with the State Headquarters, in order that all advertising for the
campaign may be properly integrated through the designated agency.
Do not be concerned if you do not see a billboard for Nixon on every cor-
ner, or hear a television or radio "spot" every time you happen to be tuned in.
Remember that the criteria for placing political advertising are based upon pro-
fessional knowledge and experience designed to achieve the greatest impact upon
the greatest number of voters in a given area.
The efforts of your community organization will be supported by thorough
advertising coverage in all appropriate media.
12
SAMPLE
NEWS RELEASES
FOR IMMEDIATE RELEASE
From: Whitehurst Nixon for Governor Committee
John Doe, Publicity Chairman (MElrose 2-1718)
March 1, 1962
FORMATION OF WHITEHURST NIXON FOR GOVERNOR COMMITTEE
Announcement was made today of the formation of the Whitehurst Nixon
for Governor Committee at a meeting held last evening at the home of Mr. and
Mrs. E. S. Serene, 10016 Traffic Place.
Harold Adams, a Whitehurst lawyer, well-known throughout the area for
his civic work, was elected Chairman of the Committee; and Mrs. Jeannette
Green, former President of the Federation of Women's Clubs, was elected Vice-
Chairman.
Other members of the organizing committee are Dr. Harold Bates of Lynd-
hurst; Mrs. George Cordon, high school teacher and civic leader; John Stein,
attorney; and Joan McCarthy, secretary of Local 121 National Office Workers
Union, AFL-CIO.
Mr. Adams pointed out that the Whitehurst Nixon for Governor Committee
is one of many such organizations working for Mr. Nixon's election to the Gov-
ernorship.
Mrs. Green added that the organization welcomes the aid of all those who
wish to volunteer their services in the many fields of endeavor which will get un-
der way immediately.
*****
13
FOR RELEASE:
Tuesday p.m., October 12, 1962
From:
Whitehurst Nixon for Governor Committee
John Doe, Publicity Chairman (MElrose 2-1718)
NIXON FOR GOVERNOR COMMITTEE PLANS ONE-DAY DRIVE
Harold Adams, Chairman of the Nixon for Governor Committee for White-
hurst has announced plans for a one-day drive to recruit volunteer workers to
"saturate the city" with Nixon literature on Sunday, October 23.
"It is our plan," Adams said, "to sign up 150 workers to help us carry the
Nixon story to every livingroom in the community. We are looking for people of
all political beliefs, who recognize Mr. Nixon as the man who can best lead the
State of California to the realization of its full potential as the outstanding State
of the Union. "
He said the decision for the one-day "blitz" was motivated by the belief
that
"
there are large numbers of Whitehurst people who desire the election of
Mr. Nixon and who want to help, but who do not have the time to devote to the
continuing activity of the organization. This plan gives to them the chance to
play an important role in Mr. Nixon's election. "
Adams said members of the Whitehurst Nixon for Governor Committee
would supplement the ranks of the one-day volunteers and would direct the door-
to-door campaign.
*****
14
FOR RELEASE:
Monday p.m., October 24, 1962
From: Whitehurst Nixon for Governor Committee
John Doe, Publicity Chairman (MElrose 2-1718)
WARM RESPONSE TO CAMPAIGN BLITZ
Whitehurst residents "got the word" on Richard Nixon's qualifications for
the Governorship yesterday from more than 200 volunteer workers.
Harold Adams, Chairman of the Nixon for Governor Committee for White-
hurst, said he was "highly pleased" by the way the doorbell ringing campaign
went and with the "tremendous response" from people who wanted to help in the
campaign.
Adams said he originally had hoped for 150 volunteers to visit the city's
homes and distribute Nixon literature. "We got more than 200, " he said, "which
is the clearest possible indication of the great support the Vice President has in
this community. "
Adams said the volunteer workers were assigned to areas within the ward
and precinct framework of the city. At 2 p.m., they began their assignments,
finishing about 6 p.m.
"Our reports are that our people were received warmly and that Whitehurst
residents are grateful for our having made the effort to bring them the facts about
Dick Nixon. We, in turn, are grateful to the persons called upon for their cour-
tesy and interest."
*****
15