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This file contains:
Titled "Hinderaker Task Force." 20 pgs. [Report], n.d.
To: H. W. Kalmbach From: J. H. Harriman Re: Registration and Get-Out-the-Vote Campaings. 3 pgs. [Memo], 6/21/1962
To: Joseph Martin From: Leone Baxter Re: public relations and political strategy. 4 pgs. [Letter], 4/13/1962
To: Bob Finch and Herb Klein From: Pete Re: Political Strategy. 3 pgs. [Memo], 3/15/1961
To: Bob Haldeman From: AW Re: The New Liberal Line. 3 pgs. [Memo], 4/11/1962
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WHSF: Returned, 65-16
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26128197
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WHSF: Returned, 65-16
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This file contains:
Titled "Hinderaker Task Force." 20 pgs. [Report], n.d.
To: H. W. Kalmbach From: J. H. Harriman Re: Registration and Get-Out-the-Vote Campaings. 3 pgs. [Memo], 6/21/1962
To: Joseph Martin From: Leone Baxter Re: public relations and political strategy. 4 pgs. [Letter], 4/13/1962
To: Bob Finch and Herb Klein From: Pete Re: Political Strategy. 3 pgs. [Memo], 3/15/1961
To: Bob Haldeman From: AW Re: The New Liberal Line. 3 pgs. [Memo], 4/11/1962
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Richard M. Nixon's Returned Materials Collection
Returned White House Special Files
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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
65
16
n.d.
Report
Titled "Hinderaker Task Force." 20 pgs.
65
16
06/21/1962
Memo
To: H. W. Kalmbach From: J. H. Harriman
Re: Registration and Get-Out-the-Vote
Campaings. 3 pgs.
65
16
04/13/1962
Letter
To: Joseph Martin From: Leone Baxter Re:
public relations and political strategy. 4 pgs.
65
16
03/15/1961
Memo
To: Bob Finch and Herb Klein From: Pete
Re: Political Strategy. 3 pgs.
65
16
04/11/1962
Memo
To: Bob Haldeman From: AW Re: The New
Liberal Line. 3 pgs.
Friday, August 31, 2007
Page 1 of 1
Hunderaker Tark Force
1. ASSUMPTIONS
1. It is essential to capture votes from independents and Democrate.
2. The attack on extremists of the right represents a start at building
the broad appeal necessary for the general election. This should
be continued, and other elements of an unmistakably clear broad-
appeal candidate and program should be introduced now, to be
developed more fully as the campaign progresses.
3. Although Nixon has been in the California public eye for a long time,
the picture of him in the minds of those he needs most to win, is
confused. What kind of a man is he? What does he stand for ? What
kind of leadership will he give? Many people still do not feel they
know. Many of these still have minds open enough to be won over,
but Nixon starts with a handicap of skepticism about him.
4. The opinions about Nixon among the Independents and Democrate,
and even some moderate Republicans, are likely to crystallise soon.
Therefore, the alternative of taking it easy until the primary election
is over is not a practical one when viewed against the requirements of
the general elections.
5. Nixon is still stereotyped by many of the groups whose support he needs
as a "sleck politician. If he can convince them that he would be willing
even to lose the primary election to stand up for his beliefs and what is
good for the state of California, this would be one of the most effect-
ive ways of dispelling the sterectype and winning both primary and general
elections.
6. In order to reach independents and Democrats, a sophisticated campaign
will be necessary. Those who may desert Brown will do so for what they
Assumptions cont'd
page 2.
regard as intellectual reasons. They have to be appealed to on what,
to them, seems an intellectual level. Beyond that, more intellectual depth
will be expected generally of Nixon than Brown. Even though Nixon
made it completely clear that he never again wanted to be measured in
terms of the presidency, people will still include "presidential standards"
in this judgment even though the contest is for Governor of California.
7. Valuable time has been lost -- perhaps necessarily so -- and the opposi-
tion has been allowed to gain too much initiative in telling the voter what
he should think about Nixon. It is not too late to regain the initiative.
8. What happens in the 1962 gubernatorial race will depend largely upon
Nixon. Brown is a known quantity. Nixon represents the big "unknown"
variable at this time.
IL RECOMMENDATIONS
1. There should be no blanket denunciations of the Brown Administration.
In order to establish credibility and thus gain a hearing with Independents
and Democrate who are aware of both Brown's strong and weak points,
Nison should in some way indicate common ground with Brown on some
thing or things important enough to indicate that Nixon is a reasonable
man and not playing an "opposed to everything" political game. Perhaps
this might be the water plan, if not in whole, then in part. Perhaps
the recommendation of the California Commission on Senate Apportion-
ment. Perhaps the Master Plan for Higher Education. Then, having established
credibility through this and other means, Nixon can go on to make his own
case.
Recommendations, cont'd
Page 3.
2. Care should be exercised in attacking Brown to insure that the attacks
do not overshoot the mark to produce sympathy instead of the desired
reaction. Particularly is this so in respect to his indecisiveness. The
"indecisiveness factor" should be related clearly to the welfare of the
state and not to ridicule the man. As with Harry Truman, Brown has
great sympathy potential with many voters who recognise his short-
comings but like him as a person and will take offense if he is dealt
with too harshly in a personal sort of way.
3. Much of the attack on Democrate should be on the "wild ones" of the
California Democratic Council. It should be spelled out with documenta-
tion, while at the same time recognising that not all people in CDC are
like that. The split among the Democrate is deep, and it should be
brought further out into the open. Brown will be handicapped on this
issue because of the commitments or understanding which must have
been made to get surface unanimity for the Brown-Richards ticket.
This point can perhaps most effectively be brought out by strong and
frequent endorsements of Senator Kuchel's candidacy, regardless of
whether or not Kuchel returns the endorsement. Kuchel's credentials
with Independents and Democrate are so good that supporting him
strongly would help much in establishing credibility with Independents
and Democrate.
4. Something should be done to improve the quality of press stories of the
Nixon campaign. Until the CRA weekend, Brown seemed to have the best
of it on this front, even in the L.A. Times. To date there has appeared to
be too much of Nixon's handshaking here and there and too little of sub-
stance and an underlying campaign theme with which to convince
Independents and Democrate that they should #
desert Brown for Nixon.
Recommendations, cont'd
Page 4.
5. Nixon must convince voters that he really wants to be Governor of
California. At least until the CRA weekend, one was hearing this
questioned quite often, Beyond that, he must convince them that
he wants to be Governor because there are things which he believes he
can do for the welfare of the state of California.
6. A main campaign theme, with inter-related sub themes, should be
developed. This might best be accomplished through a series of
carefully prepared major speeches, with "off-the-cuff" appearances
in between used to underscore and remind between such major
speeches.
III. CAMPAIGN THEME AND SUB THEMES
It would seem that the most desirable theme would be one which would
at least indirectly call attention to Nixon's qualifications from the national
level while at the same time permitting him to focus directly on state
issues. Such a theme might be developed as follows:
The United States is locked in a cold war with the forces of Communism.
There is no possibility of a total and quick victory. Therefore, we must
be prepared for a long period in which our margin of national security is
closer than it has ever been, and in which even the destruction of civilisa-
tion as we know it is now a possibility. If we are to advance our position
in the cold war, or even hold our own, it is necessary:
1.
To support our Federal government in the things it needs to do
to maintain and increase our social, economic, and military
strength. Here some means should be found to indicate support
for the President (among other things, good sportsmanship) with-
out supporting everything he and the Administration are doing.
Campaign Themes and Sub Themes, Cont'd
Page 5.
Since this is a state campaign, the details can and should be
relatively vague.
2. To make California -- this year to become the largest state --
a truly great state. There is much to be done. Let's get going
with the job of moving ahead to a new level of greatness.
Then should follow the process of spelling out the nature of the task
for California.
Response to Fear in Cold War: Constructive Action From California
and Not Hysteria.
We know fear of the awesome new age in which we live and the cold war
struggle. This is as it should be, provided the product of our fear is construc-
tive action. If it is hysteria we are lost. California's contribution to the nation
in this crisis should be constructive and not hysteria. Working from this point
could come a speech which:
1. Identifies what is wrong with the appracch of the John Birch
Society, going in detail beyond the problem of Mr. Welch himself.
This process can take one deeply into American ideals, thus giving
Nixon an opportunity to tell of his concept of American ideals.
2. Lays low the liberalism equals socialism equals communism line,
and indicates that the Americans for Democratic Action should not
be equated as the left-wing counterpart of the Birchers. Both
points will have to be made and developed with force to get to many
Independents and Democrate.
3. Distinguish between the external and internal threats of Communism,
Response to Fear in Cold War: cont'd
Page 6.
assisted by J. Edgar Hoover's recent strong statement on the
subject.
The stage has been set for such a development by the CRA weekend. There
should be no doubt left in anyone's mind about the firmness of the position.
(The reaction is widespread that what Nixon has said about Welch and the
Birchers recently is the result of his reading the polls and concluding that such
an attack is now safe or politically advantagebus.)
A Strong California Economy, Based on Technology and Education.
California is the center of the defense industry. One of the reasons why
this is 80 is a scientific and technologic and skilled working force matched by
no other state. This, in turn, has flowed from the fact that California offers
a fine climatic environment in which to live, from the fact that California's
great universities provide a fine intellectual environment, and from the fact
that California's public and private education at all levels is striving to develop
the kind of abilities and skills required in the new industrial age.
If California is to grow in economic strength it must:
1.
Strive toward a more balanced economy, improving an environ-
ment which encourages industrial expansion by:
-- careful examination of the tax laws that might limit
development (but not a broadside against all taxes);
-- establishment of an Industrial Development Commission
that understands what industry needs if it is to come to an area;
-- maintenance of a good labor force situation;
-- maintenance of a fine environment in which to live;
-- maintenance of the finest public and private educational
system in the United States.
A Strong California Economy, cont'd
Page 7.
2. Strengthen productivity in all parts of the economy through
research. Research and Development is a major industry
in California. We must apply research and development
techniques at the state level to make sure that we can get
the industry we want, and can accommodate the people neces-
sary to man that industry.
URBAN PLANNING AND GROWTH -* A STATE DEPARTMENT OF
URBAN AFFAIRS.
State planning has not yet recognized the degree to which the actions of
various state agencies have direct impact on urban growth in California.
There is a need for a single agency a State Department of Urban Affairs --
which can coordinate the actions of these agencies and, in addition, provide
advice and assistance to cities which want to plan for orderly gorwth in the
future. These points need emphasis:
1.
The decision as to where to put a highway or freeway will determine
where congested growth will take place, yet the State Highway
planners fail to take this into account.
2.
The congrestion and extra expenses which have been created by our
freeway system and inadequate public transportation systems have
constantly pushed up the costs of doing business in California.
3. All of our major California cities face problems of central decay
and disorganised growth in the peripheries which cannot be solved
except with state help, in terms of freeway planning, provision for
government buildings, re-allocation of some state funds, and other
ways.
Urban Planning and Growth, cont'd
Page 8.
4.
Major cities in the north and in the south are slowly melding
into single large megalopolises with problems transcending local
political boundaries. The State needs to be the unifying body on
this, but has done nothing so far.
5. Coastal cities bear the brunt of demands for seashore recreation,
but the state has not recognized this and proceeds to handle the
problem in a piecemeal fashion. In addition, the freeway programs
threaten to take much of the best coastal beach and recreation
areas, i.e. Malibu, Laguna Beach, Newport, etc.
6. Urban decay has already been recognized as a regional problem
by the Federal government so that state leadership is needed for
taking advantage of Federal aid, but more importantly, for see-
ing that any aid is directed to solving the most important state
problems in urban decay.
7. Statewide planning needs to be done on all types of state resources,
with a view to encouraging a more diversified industrial and economic
base. We have had continued industrial growth primarily because of
Federal contracts. These industries supported by Federal contracts
can afford higher wage rates, discriminatory freight rates and higher
taxes, but privately based industry cannot. California resources
must be mobilised, organized and publicised so that the manufactur-
ing base of the state is diversified.
8. The state has not taken advantage of its Pacific Coast location to
assist the local cities in working more closely with major cities in
foreign nations, to produce new markets. San Francisco and Los
Angeles do this independently for the benefit of their localities, but
this does not strengthen other cities.
Urban planning and Growth, cont'd
Page 9.
9. In conclusion, Governor Brown has had study commission which
have reported on many problems, but no solutions have been
attempted. These problems are still being talked about but not
solved: smog abatement; public transportation which is cheap
and dependable; low-cost housing for low-income families
recreation facilities for urban populations, improperly planned
freeways rapidly rising property taxes uncontrolled urban
sprawl; adequate water for industrial and urban expansion.
Shoving the problems up to the Federal level raises the cost of
solving them, increases the period of time before they are con-
sidered, let alone solved, and produces solutions which may not
benefit the state, yet this is almost the only solution offered by
Governor Brown -- ask for Federal aid.
Social Security, Welfare and Education.
The problem here is how the economic progress which California continues
to enjoy can be shared equitably by those who must pay for it and those who need
it. Those who pay for it expect to see solutions to the present very heavy demand
for financial assistance for welfare programs. Unless the state faces this
problem squarely, it will find excessive Federal intervention, a draining of
welfare funds from thestate to the Federal level, and impossible costs for any
programs it now has. Those who need it must be encouraged to achieve indepen-
dence from it as sonn as praticable. These seem to be the most important
considerations:
1. The state has not solved the problem of providing housing nor seeing
that the housing provided is safe, sanitary and reasonably priced for
low-income families, elderly persons, and broken families. Tied
Social Security, Cont'd
Page 10.
in with this is the discrimination faced by orientals, Negroes,
Mexican ancestry persons, who are usually placed on guafanteeing
equal market opportunity for any family with economic means of
acquiring housing, and if the state cooperated with the building
industry in a program of supplying low-cost housing.
2.
The present heavy in-migration to the state is composed pri-
marily of large families in low-income brackets and with minimum
if any, education. Immediate steps are needed to plan for the train-
ing of these persons so that they can be productive. Such training
programs are also needed for persons now dependent on welfare.
Welfare as a way of family living should be mdde unprofitable.
3. The junior college system of free education and allocation of funds
according to average daily attendance standards represents a real
boondoogle. Allocation should be related to school age population
and educational needs of local populations. Many junior colleges
have no entrance standards and no realistic academic standards,
so that persons who cannot possibly succeed are permitted to take
any training or college work they choose, because this builds the
"ADA" reports and budgets for that school. The Master Plan still
does not recognise that solid educational programs are needed for
those who cannot or will not go to college. These persons need to
be taught industrial and business technical skills which will make
them employable. For example, estimates have been made that 50%
of the graduates of our secondary schools will be employed in busi-
nesses, yet the Master Plan calls for State Colleges and University
programs designed to serve almost exclusively the needs of the
approximate one-third or less of secondary school graduates who
Social Security, etc., cont'd
Page 11.
will 80 to college. We are not facing squarely the problem of
providing good training and education for those who cannot benefit
from college education.
4. More attention is paid to building facilities at state colleges and
universities than is paid to developing good teaching and teachers.
Currently, unrealistic certification requirements for high school
teachers fails to recognise that high schools need persons who
can teach welding, electronics, computer work, carpentry,
printing, secretarial sciences, office skills, etc. Failure to
assess adequately and realistically the educational needs of the
state has produced excessive teaching loads for teachers, uneven
pay rates for the same teaching responsibilities, inequitable systems
of fees for those taking the programs, top-heavy administrative
structures and costs. Furthermore, the universities now reserve
admission to a particular percentage of the high school graduating
classes instead of being forced to set achievement standards which
will get the most outstanding students into the university.
5. Who in the educational system is going to provide the businessmen,
social workers, political leaders we need, if the current trend to
over-emphasising science and math continues? We need a more
balanced approach to education which will provide all levels of
skills and education which are commensurate with state needs.
Housing.
1.
Housing is vital to everyone -- social, psychological, economic
reasons.
2. Housing is vital to the state: prosperity in the economy -- general
Housing, cont'd
Page 12.
well-being of the community.
3. California housing industry has done a superb job but there are
problems that have developed simply because of the changing
nature of the economy and of the size of population to be served.
4.
California has been the land of home-ownership but this pribilege
is bedoming more and more difficult to achieve because of
increased costs of home-ownership. Something can be done to allev*
iate these problems:
Real Property Taxation. This is clearly a local problem but the
state can provide great technical assistance.
a)
We believe that the Real Property tax is the mainstay of the
local government and nothing should be done to undermine
this revenue source by special dispensations and exemptions.
b)
Tax revenue could be increased through better administration.
c)
Tax studies are needed to see what changes can be brought
about.
d)
Convene a Blue-Ribbon Commission to study the technical
aspects of real property taxation and make the results avail-
able to all cities and towns in the state.
Real Property Financing. Again the lending institutions have per-
formed well but costs of home financing are higher in California
than the rest of the nation.
a)
Clearly examine all state legislation to see if there are any
hindrances to the development of institutions geared to lend
Housing, cont'd
Page 13.
b)
Remove any legislative impediments to the flow of funds
into the state -- "the FHA-insured loan program is not in fact workd
we can solve these problems at the local level".
Special Housing Problems.
a)
Must see that senior citizens are adequately housed, but this
does not mean rash programs that may hinder the total
development of the state.
b)
Housing for minority groups must be a fact not a fiction.
c)
Adequate housing must be supplied for agricultural workers --
"these are local and state problems and they can be solved
best at the local and state level".
Land Use.
a)
Most important resource in the state is urban land.
b)
We have a great supply of land but we are not using it properly
and, as a result, land prices are rising out of proportion.
c)
Must find ways of making land more available, and this means
improved communication systems: the end of talk about rapid
transit and some serious consideration as to where it is needed
and how it can be accomplished.
d)
Must return worked-out old land to its highest and best use
through imaginative working urban renewal programs (nothing
to speak of has been finished in this area in the state of Calif.
Housing,cont'd
Page 14.
e)
Laws that will effectively permit private redevelopers
to use land for new purposes whil be developed.
f)
decisions with respect to land will be made in relation to
the needs of people: it is clear that environment has a good
deal to do with shaping the citizens of tomorrow; freeways
cannot be allowed to destroy beach areas; camp-sites must be opened
and preserved; the way that we permit the cities to grow; the
way that we use land creates the nature of our state tomorrow.
g)
We have grown withoug recognition of this fundamental fact and
it has created problems that only effective visionary government
can change.
State government must be concerned with these problems -- they are the
essence in creating the nature of the state -- and yet they are given only
token attention. For example: does the Division of Real Estate have the
most superior type of analyst as Commissioner?
Most needed factor in the state today is a Department of Urban Affairs.
The problems are local and must be handled at the local and state level.
When the population of the state doubles in the next ten years, will the
planning of land use, the supply of mortgage capital, the solution to tax
problems be accomplished to assure potential citizens with an environment
within which they can be productive and really live the way California citizens
ought to be able to live
Urban Recreation
I'lle higher family incomes and shorter work weeks which are characteristic
Urban Recreation, cont'd
Page 15.
of California, and which will continue thto the future, are creating an almost
insatiable demand for recreation facilities. The state has not in any way
managed to keep up with this demand, as is evidenced by the fact that on a
pleasant day in summer all facilities will be taxed to over-capacity. This
pressure not only produces local problems but also problems at distances
from the city as the urban population seeks less crowded facilities elsewhere.
These problems need to be faced and solved, the California Outdoor Recrea-
tion Plan needs to be implemented, and much more needs to be done as follows:
1.
Immediate action to permit the reservation ofopen spaces in reas
where growth is expected. Properties located around recredtion
areas wlways have high values which they retain.
2. Various state agencies affect recreation: water resources boxads,
forrestry, freeways, to name a few, but there is no central
coordinated plan for controlling and directing their efforts towards
a common recreational goal.
3. Highway location and design will have a strong effect on what areas
are used for recreation, but this has not been recognized in plan-
ning for recreation. Currently, for example, attendance at state
beaches on peak days is limited by the access and parking available
for autos.
4. Recreation problems cross local political boundaries so that a firm
hand from the state is needed to encourage joint local effort where
it is not present, and to implement joint proposals where joint
recommendations have been developed, (as is true in southern
California). The state should not proceed on plans of its own with-
out coordinating with local agencies; this is not being done.
Urban Recreation, cont'd
Page 16.
5.
Cities need immediate assistance in planning municipal
parks to be used to the very yound, the elderly, the low-
income families, who cannot afford the costs of using
distant state recreational facilities. This problem is
becoming acute and is contributing to problems of juvenile
delinquency, broken homes, etc.
WHY BE ELECTED GOVERNOR? BECAUSE OF EXPERIENCE AND TRAINING
IN EXECUTIVE RESPONSIBILITIES ON A SCALE COMMENSURATE WITH THE
PROBLEMS OF WHAT WILL BE THE LARGEST STATE.
This can be visualised by citing the functions which the governor
should perform, but which have been performed badly or not at all.
Planning.
The state has grown like Topsy; the growth has not been directed or planned;
the rate of growth has been left to accidental forces. We need a sound program
of attracting balanced population, industrial and economic growth. What is needed
first is long-range policy which anticipates the natural growth, for the next
decade and then decides how to channel this growth and control it.
What objectives should this state achieve -- in terms of economic diversifica-
tion? Population dispersion? Creation of new towns? Remodeling governmental
structures? Refurbishing our cities so that they become efficient economic units
and pleasant places in which to live?
What do we need in terms of immediate planning -- what about smog? Traffic
congestion? Lack of balance in industrial base?
What policies should be implemented now and in the future to achieve our
planned goals?
Planning, cont'd
Page 17.
What procedures are needed -- is our present method of financing
various state activities most efficient at least cost? What agencies could
be consolidated? What programs are unnecessary -- the condumer council?
What strategies whould be introduced so that California will maingain
a pre-eminent position in competition with other western states? What can
we do to establish strong capital markets here so that we need not pay high
prices for eastern money?
Organizing.
The line functions of the state government need to be identified, strengthened
and coordinated by the Governor for reasons of efficiency and cost. Staff
functions which merely support should be reduced in number and importance.
The Governor needs an administrative council which will examine all present
activities in the light of growth needs and suggest the reorganisation to make
this possible. Pres ent piecemeal creation of agencies and commissions, many
semi-independent, need to be halted in favor of a well conceived organizational
plan for the future. Authority and responsiblity needs to be shifted to the lowest
possible administrative level so that problems can receive immediate attention
rather than current delays as they sift through agencies with divided authority
and responsibility who proceed to fiamially pass everything through the Governor.
Organisational lines need to be drawn to reduce areas of authority conflict
between such agencies as State Beaches and Parks and the Freeway Planners.
The Governor needs a competent board of directors drawn from business
and education to help organise and implement his programs; not more study como
missions.
Direction.
Page 18.
The Governor must take the lead in establishing policy and giving
instructions on how to achieve it. A characteristic of Governor Brown has
been to vacillate or ignore problems until they solve themselves or are
solved for him, then he jumps aboard and accepts undeserved credit for the
solutions.
The water problem should have been solved many years ago, and the
present solution is basically a compormise which does not recognise the
realities of the future. Too many state agencies are busy "putting out brush
fires" or "fighting snakes" to be concerned with any but themost acute problems.
They are waiting for direction from the Governor but they are receiving none.
There is confusion as to the motives of the present administration and
what its objectives really are; witness failure to solve the most pressing urban
problems. Directives are needed to freeway planners, equalisation boards,
housing boards, economic commissions, etc., to coordinate, to anticipate the
future, and to proceed according to definite time patterns.
Staffing.
More attention needs to be paid to careful selection of key stafe executives
who are good managers and who understand basic functions of management. Key
jobs should be examined carefully, their training and educational specifications
prepared in detail, and then selections made to fit. True bi-partisanship is
needed here to get the best talent. Moreover, more jobs are probably needed
at the Governor's staff level so that he can use expert talent. Key jobs now in
existence need to be redefined and evaluated as to their need.
Controlling.
Page 19.
All State Budget proposals need to be re-stated to show:
1.
What will be accomplished with the spending.
2. In what order the spending will be done.
3.
What each item will cost.
4.
What means will be used to check spending.
5.
How the results will be evaluated.
6.
When a report will be prepared on an evaluation of the program.
Performance budgeting is needed so that results can be checked. Sources
of funds need to be related to the functions performed with the funds -- are
license fees used to improve the industry or activity which is licensed, as well
as to pay the costs of licensing? Are license agencies, such as the Real Estate
Commission, forced to be efficient in their spending, and are they held
accountable for doing what they should do? Is the Commissioner really effective --
what about the continuing poor levels of performance of licensed persons, par-
ticularly in Real Estate? Do fees charged for state facilities pepresent a
realistic charge for services rendered, for example in parks, recreational areas,
etc. ? Are the costs of the various commissions such as the Economic Advisor,
the Comsumer Council, the Housing Board, really just means of awarding jobs to
many without requiring them to be efficient? To save the taxpayers money com-
mensurate to the costs of their operations? Has the state really tried to cooperate
with such organisations as the California State Employees Association to see that
high standards of employee productivity are established and maintained in return
for the many excellent benefits which these persons now receive?
Civil Rights: A state Human Relations and Civil Rights Commission.
One speech might be on the subject of civil rights, again reaching down deep
into American ideals; an equal educational opportunity for all, something which
has been in large part attained; an equal economic opportunity for all (even giving
Civil Rights, cont'd
Page 20.
some credit to Democrate on this point for what has been done in recent years);
and a statement of race problems in the housing field. A proposal to set up a
"blue ribbon" Human Relations Commission something like the national Civil
Rights Commission would have a major impact on Independents and Democrata
provided it was done in a context broad enough to show Nixon's strong feel-
ings on the subject and the promise of real leadership from the Governor in
this area. Such a speech would also make it possible to work in contributions
which Nixon made in the civil rights field as Vice President.
********
*********
In summary, there should be a series of speeches through which the
candidate would establish the reasons why he should be elected governor.
Each speech could beifely summarise the main and the sub themes of the
campaign so that the overall message received proper repetition. Such major
speeches should be done in text to achieve wider newspaper publicity than
would be the case without advance texts. Perhaps a battery of major speeches
could be completed in time to have them printed in pamphlet form for distirbu-
tion about a month before the general election.
Throughout the approach should be a positive one, looking ahead, demanding
greatness, and doing this in such a way that it is obvious that Nixon is the man
to lead the way as governor. Too much of the Republican approachmbhas been
negative and has given the appearance of clutching for a past which is no more.
To:
H. W. Kalmbach
June 21, 1962
From:
J. H. Harriman
Re:
Registration and Get-Out-the-Vote Campaigns
It is my understanding that the Nixon campaign organization will put
major emphasis on a massive, statewide registration drive and an
intensive get-out-the-vote program and that we will attempt to
coordinate our efforts as fully as possible with the Republican
precinct organizations in all counties. To achieve these objectives,
I recommend the following program:
1. Nixon volunteers should be encouraged to join the party precinct
organization as precinct captains, block workers, deputy re-
gistrars, etc.
2. Nixon volunteers who do not wish to take positions in the pre-
cinct organization should be encouraged to make themselves
available for an evening or afternoon from time to time to take
part in door-to-door registration canvasses under the supervision
of precinct organization leaders in precincts that do not have
precinct captains.
3. Nixon volunteers who will not do door-to-door canvassing should
conduct a registration canvass by telephone in precincts that
cannot be covered door-to-door.
4. All Nixon workers, regardless of what other assignments they have,
should be strongly urged to help get out the vote on November 6
by signing up for Victory Squad assignments.
- 2 -
5. In addition to supplying manpower to the precinct organization
as indicated in 1-4 above, we should assume the responsibility
of creating precinct organizations in counties and communities
where none exist or where the existing organizations are wholly
inadequate. This should be done (preferably after first ob-
taining the approval of the county or district central com-
mittee concerned) by providing the leadership, manpower and
know-how and furnishing the recruiting and training aids and
precinct captains handbooks and other basic materials developed
by the Los Angeles County precinct organization for use anywhere
in the state.
6. To implement this program, it is essential that full-time field
men be assigned to this activity and given no other respon-
sibilities. To do the job right, we should assign at least
one man to Los Angeles County, one to the other Southern
California counties, one to the Bay Area and one to the other
Northern California counties. They should be assigned to
registration work immediately since registration closes
September 13. It takes at least several weeks to get an effec-
tive registration drive under way, and one that is not in full
swing by late July will not be effective. Since there are
only 82 days remaining before registration closes, it might
be possible to get some young executives released on a leave
of absence basis for that period.
The decision to proceed with this program or some modification of
it must be made this week if you want me to work up the details,
as I will be out of town from June 29 to July 23. If possible,
- 3 -
the field men should be recruited early next week 80 I can brief
them before June 29.
We should bear in mind that COPE has appropriated $1,000,000 and
assigned hundreds of organizers to a systematic registration drive
on behalf of the opposition and have selected California as the
primary target. A major effort on our part beginning immediately
is the only thing that can prevent our falling hopelessly behind
in registration.
cc: Bob Finch
Bob Haldeman
Whitaker 8 Baxter International
PUBLIC RELATIONS, ECONOMIC AND POLITICAL COUNSELLING. NATIONAL AND INTERNATIONAL
The Fairmont. Tan Francisco
DOUGLAS 2-3200 CABLE ADDRESS: WABINT
CLEM WHITAKER
EUROPEAN OFFICE
PRESIDENT
DAVID CLAYTON
LEONE BAXTER
132 FLEST STREET
GENERAL MANAGER
LONDON E. C.-4
4.13.62
Personal
Ur. Joseph Martin
400 Montgomery Street
San Francisco, California
Dear Joe:
As I said, while I should have been golfing and rooting
for those beautiful Giants, I've been considering how
the objectives you and Bob and discussed Saturday
could be accomplished. Here's 1.) the way the situation
looks to me and 2. how We might go about trying to
improve it.
The complications are clear to all of us: the publicity
shutout, the lukewarm or opposing press, the lack of
public enthusiasm, the shortness of time, confusion in
our ownaranks, limited funds, the shock of = decline
instead of the buildup we should be experiencing at this
point, defections in public leadership which should bc
in Dick's camp--and the fact WE all know--that the
opposition's big guns haven't warmed up.
None of the problems seems to me insurmountable. Only
one is unusual: the handicap of operating at arm's length,
which we'll have to do in this one. I think even this can
be managed if it's important to try to turn this situation
around. The factor that supercedes everything else is the
clear fact that Dick has lost prestige and is slipping at
a point in the campaign when he should be starting his
most onthusiastic buildup to the election day peak. We
shouldn't kid ourselves any longer that this isn't true.
"r. Joseph Martin - 2 -
4.13.62
is you know I've folt that permitting Dick to win his own
nomination by any slimmer margin than necessary was a
negative strategy wo'd have to pay for in loss of both
voter and financial support when held need it most. The
situation looks to me as though he nust start building at
once or face another crisis, only incipient now, but which
he conccivably night not weather in November.
If We want to go chead along the lines discussed to try to
straighten out some of the most critical problems and build
as much public support as possible in the brief time we have,
here's what I'd suggest: First I'd try very quickly to pull
together a small nucleus of the nost competent people
available, lay out a program and direct then closely in
executing it. These would include:
1. A top bracket news man. I'll bring in the man I mentioned
if I can get him. He has high integrity, excellent contacts
and specks with the authority of both publisher and editor.
He hasn't had direct campaign experience, but knows how a story
should be put together that will run, if any will. I'd direct
the ideas, copy and compaign techniques SO there'd be no
weakness here. His cost per month would be:
1,500.00
In respect to publicity: WE certainly have to break this
block.
This is somewhat more than a calculated shutout by certain
areas of the press. We might talk over an idea which may
work even on the Examiner, to relieve the metropolitan
situation considerably; I'd rather discuss this than write.
Meanwhile, many California campaions have been won in the
non-metropolitan creas with the city press opposed. It's a
little late to start anything complicated, but WE can discuss
2 simple, well organized plan which may be of help.
The problem is not entirely with the press. Without criticism
of anybody, WG simply must put a new face and form on our
publicity to make it consistently acceptable to the press.
Long direct takes from Mixon's speeches without news leads give
the political editors no help at all--but a job of hunting for
the lead. It makes them do all the work and indicates no
enthusiasm for the candidate even in his own campaign press
room.
Similarly, political editors couldn't care less about straight
announcements of committee appointments. Unless somebody can
put the tine and thought on these to crack out with excellent
statements on specifics--no generalities and repeats on what a
fine man Mixon is--sending ther out is a terrible waste of time
and money.
Mr. Joseph Martin - 3 -
4.13.62
We must play Mixon's own good strong constructive statements
on specific issues and work hard at dramatic, arresting and
quotable language.
Any criticisms he makes of the Administration should be done
in fighting, volatile language, or not done at all. If handled
softly he might as well support the opposition.
2. S. liaison man to work with the headquarters research people,
organization department and all the other sources necessary to
dig out the material W/E would need quickly, particularly
respecting Dick's position on the few salient subjects and issues.
1,200.00
If not already done, we'll get this material into succinct and
newsworthy language and try to put a sheen of newness on it.
This man will act as liaison also with the San Francisco
headquarters, through which our materials and ideas and stories
and organization devices would be released or carried out.
It would be necessary for Spencer to understand the objectives
and the authority for the operation. With a good understanding
here, vie could fashion our efforts to help his operation shine
like Geniuses at Work.
We must meet the constant criticism: "What does Nixon stand
for?" Now that he has covered most of the bases, we should
identify him with two or three main issues on which he can
propose some fresh new ideas that haven't been presented
elsewhere. To capture public imagination he needs to originate.
If for any reason this can't be accomplished, then he needs to
make his general proposals concerning public issues in language
people won't forget. We must try to present every position he
takes in language SO dranatically pointed it can't fail to catch
the average voter's attention and hold it until the point is made.
3. An organization-and field-trained woman to help secure top
leaders in education, agriculture, veterans affairs, urban problems,
business and industry, youth, tax organizations, women's clubs,
little business, professions national leadership, etc. who will
stand for public statements backing and supporting Dick's speeches
and positions. I've looked over the clips and am apalled that
Dick has so very few really highly regarded leaders speaking out
emphatically in his behalf. He simply has yet to prove that he
has the strong confidence of the leading Californians whose
judgment the voters trust.
Lack of this help in the campaign so far has indicated to the
public and unfortunately to the newspapers that there is a dismal
failure of public enthusiasm for the candidate.
#750
Nr. Joseph Martin - is -
4.13.62
i. A secretary. I think W3 can manage with one, if as I assume,
extra work, copying, etc., can be done at the Nixon headquarters.
400.00
5. Telephone.
00.00
I hope the Northern and Southern headquarters have a
direct line or teletype connection. Otherwise wire costs are
going to be high when the situation gets tighter as election
day nears.
6. Office expense.
100.00
7. Space; I may need one more office.
300.00
8. An attacking force to launch a real assault on the
administration, and carry it up to election day. Dick's campaign
must begin to get Pat on the defensive soon or he never will
regain the initiative. We must also begin to weaken Pat's
popularity within his own Party ranks in order that his margin
doesn't make Dick look too bad at the Primaries. This can be done.
The attack force is a valuable and necessary balance to the
constructive work but its real importance We should discuss
further.
1,500.00
9. Direction. I had intended to do what I can without fee. But
the effort would require more time than I should give on such a
basis.
2,000.00
10. I know the financial situation is bad. Would like to discuss
a plan that could bc helpful in this area.
I figure the cost of the effort would total around 7,000 a month.
Some of this could not be done on a temporary basis. Two of the
best people I have in mind couldn't be had for a month or two.
They'd have to be assured of continuity if Mixon gets the
nomination. It will be worth it of course to have top people
continuing what needs to be done in these areas during the interim,
thinking and working out practical procedures SO WE don't have to
cope again with a last minute situation that puts our candidate in
a bind. He needs to be on the upgrade, ascending all the way in the
finals.
I should much Cislike to be thought critical of somebody!else's
compaign. Heaven alone knows what the problems are that outsiders
can't SEE. This is simply an analysis of a few of the salient
things that if corrected may turn Dick's campaign around and even
give him the margin such 3 man should have at the Primaries.
Leone Danter
March 15, 1961
TO: Bob Finch, Herb Klein.
From my own observations and talking to others here in Sacramento,
at the CRA convention in Berkeley, YR convention in Anaheim and
elsewhere, I get an increasingly pessimistic picture of RN's chances.
One very respected newsman says "he's lost his touch."
I think the CRA disproved that, but I am concerned about five specific
areas.
These are his press relations, his relations with community newspaper
publishers, some very peculiar campaign techniques and person..el,
failure to carry the fight to Gov. Brown and most im nortant his
umwillingness or inability to campaign on state issues.
First, press relations.
it the start, I believe he had at least an even break among the
Sheremento regulars and possibly better elsewhere in the state.
Now I'm not 80 sure.
Why? He or his staff have ignored the basic re 11 good
press relations--keep the working stiff informed. Thrice, in
Sar. Francisco, San Diego and most recently in Sacramento i.e blew
into town with little or no notice. Maybe there have been other
instances.
While pleasant, he has been vague, especially on state issues.
Reporters are not hostile. But they are smart. They know when a
guy is coasting or faking knowledge. And they suspect it here.
Remember, they want copy most. That's what their raid for. More
important, that's why they are in the business--to write. At CRA,
RN gave the press copy. And they were for him. In tris last
miserable performance in Sacramento, he didn't. And ey r-sented it.
To digress, I firmly believe the hostility of the press in 1960 was
chiefly due to the fact they heard the same tired speech ver and over,
unr-lieved by inspiration of expression or variety .f thought.
we, of I should say RN, face the same danger now. H- should have
come out against reapportionment, an easy thing t.) do, here in
Secramento. $ was a slow news day. Instead he said n thing. I hope
he .it, hard next time he's up here.
He's a little too condeseending to the press at times. They've seen
lin several times around now--it's time they felt a part of his
campaign; they're gonna be whether they like it or not.
Next, community newspapers.
In view of Sam Yorty's election, demise of the Mirror and Examiner
and expected end of the News-Call Bulletin, it would be well to pay
particular emphasis to these.
-2-
i understand RN aliented many publishers at CNPA convention in
Coronado by excluding them, while Shell asked everyone to is
ieception.
Also I'm told he doesn't pay enough attention to them when he
visits these towns. And there is little if any staff liaison.
Wouldn't it be a good idea to set up some staff people out on
the stump: It's swell to stump a supermarket but the appearance
is soon forgotten without a friendly and remembering press.
And, campaign techniques. And, staff.
Is there a deliberate attempt to get inexperienced people or 'yes
men' on the staff? Or does it just look that way? Who are there people?
There was a lot of complaint in 1960 that nobody could get anything
out of a Nixon staff man, redpients of this memo excepted, and it
looks that way now. Only worse.
As for campaign techniques, I'm sure the greater Tule Lake Beet
Association cares about Viet Nam, but how long will they and their
counterparts get their information from a candidate for governor
of Californial Is the purpose of this hopscotch itinerary to get
the 58 county pledge over with in a hurry? It sure isn't proving
much except that RN has considerable celebrity value which he can't
3876 in on forever. And it isn't putting much pressure on...
Gov. Brown.
This man has a tremendous operation. The greatest handout mill in
the West. A competent staff who effectively is keeping his foot
out of his mouth. Tremendous resources of information.
Ent an awfully thin collective skin. Especially when RN speaks.
He hasn't given them much to worrynabout so far. Maybe he's trying
to lull them into overconfidence. If so, he may be succeeding.
What to do?
RN can pick his issues if he will. Mit him hard and often and all
over the state. Keep his on the defensive. And after the primary,
challenge him to a TV debate.
Last year, his press secretary told me he'd probably accept. Convinced
of RN's ignorance of California, he no doubt will now. If he doesn't,
a great issue. If he does, he's got an administration to defend. But
insist on different ground rules from 1960. I'm afraid the California
press would ask RN questions he truly couldn't answer. Which brings us
to the clincher.
=
There are quite a few in California. And they can be developed without
thehelp of GOP legislators, Pat Brown's suggestions or the national
and international scene. Here are a few:
-3-
Jobs. This will be number one. There will be great unemployment
in San Diego and spotty elsewhere. Is Brown administration luring
industry? Are they thinking of creating jobs or just handouts?
Joe Shell's basic speech is pretty good. Get a copy for later.
But make it more positive. How about RN industry contacts saying,
at the right time, that a more friendly climate in Calif. could lure
a new. Chrysler plant, 8.8.?
Capital punishment. Timed right, before Nov. and right after a
particularly brutal child sex slaying, RN could come out in favor
of it. It's pretty cheap, but it would work.
Crime. Marcoties is still OK, but he needs better information.
Plain old rise in crime rate is good provided he can think of some
iranatic solutions.
Education. Takes up most state dollars. Here's a good lead.
In kidget analysis recently, A. Alan Post suggested four quarter
state university and college plan. Like Stanford's. Keeps expensive
plants musy alla time. No need for traditional summer vacations on
collegs level--started when farmers needed kids back. Don t now.
Could pay teachers more-cut down huge bond issue costs. Ignored
nj Demos. And tread easily on extending it down to high and elementary
schools.
Leg slative record. Flay up RN's role as a legislator. Brown's lack
of experience dealing with Legislature. Failure to get programs across.
He'll have a lousy record this year. Fights with Senate. RN's an
old senator. Vice president too. Speaking of that, have him rap
Brown's weak spots like Glenn Anderson. Christopher will handle him
easily. Mention McCarthy too. Popular where he's known. Get up list
of items on Brown's special call and point out how he's laid an egg
like RN did with JK in tag end Congress session in 1960.
Civil defense: Brown didn't put 10 on special call. Lay off huge state
programs. But how about t&x write-off for private shelters? Legislature
dfdn't act on that in 1961.
Mention Brown considers poker a greater threat to California than nuclear
fallout and pot luck suppers a bigger menace than pr stitution. Facts
to back this up.
Oppose state senate reapportionment plan but be ford better urban
representation. I like idea of senators at large. Could be from LA
County or other metro. arba but whole state would vote for them.
And you know at large legislators are apt to be Republicans.
State printer and state architect are big boondoggles. Only Bee
likes them. Could make a lot of points here. And lose nothing you
haven't already lost.
Squaw Valley is disgrace. See attached story.
Above all, get somebody up here to find out where the bodies are buried.
Listen to him. And start talking about California. Brown has picked
up Shell pitch that RN knows nothing about the state.
Ne's damn near got me convinced. I think Brown would win today. I
hope he doesn't is November.
pete
INTER-OFFICE MEMORANDUM
Strat.
Nixon for Governor
To: Bob Haldeman
Date: 11 April 1962
From: AW
Subject:
The New Liberal Line
Distribution: Bob Finch
There has been a decided shift in the liberal line so far as RN is concerned.
In my opinion, it is far more dangerous than the now discarded attempt to picture
him as a dirty fighter "with an instinct for the jugular." They are now trying
to present him as a pitiful, inept bumbler.
The new attack is far more subtle and far more sophisticated. It's intent,
in my opinion, is to destry RN not only politically but also personally. The
genesis for the new line was somewhat apparent in Arthur Schlesinger's campaign
tract, "Kennedy or Nixon: Does it Make Any Difference?". This hastily written
screed used a pseudo-psycholanalytic technique that purported to analyze
his
personality. Out of this it was determined that RN "lacked taste", "had no
philosophy", etc.
The new line became very clear in Teddy White's book when there could be
little doubt that his objective was to completely emasculate RN. White summarized
his attitude in an interview in the New York Post when he characterized RN as
"
something of a sad sack, an unsure man seeking approval."
The publication of RN's book has carried White's analysis even further:
(emphasis added):
"The dreariness of this book reflects Nixon's dull, two-
dimensional character. These memoirs have no distinctive personal
charm, no. intellectual detachment and few interesting reflections
upon the man himself or the events he narrates." William Shannon,
New York Post.
"He wrote the book, I think, in order to be an author: Didn't
Whittaker Chambers write 'Witness' and John F. Kennedy 'Profiles in
Courage'? Me wants to explain himself, and keep explaining himself,
not just to tell us how it was but to tell himself how it was. But
what has emerged is a prime case of foot-in-mouth disease only
a genius at blundering could have put into his book exactly what the
hard Hiss partisans have been saying for years After the 1960
campaign, one of Nixon's top lieutenants told me ruefully that the
liberals had been exactly wrong on Nimon. They had called him
a reactionary which he wasn't. And they had called him a cunning
politician - which he also wasn't, but a sure and massive political
blunderer." Max Lerner, New York Post
"There are numberless incidents in the book that show him as a
lonely man who treasures tiny tributes as though they were sapphires
(he conducted) an incredibly bad campaign..." Time Magazine.
page two
"What is pervasive is the tacit acknowledgment that Richard
Nixon -- in Theodore White's phrase -- is one of life's losers ..
'This is a story of crisis primarily as it affects an individual'
he says and wraps himself in a cloak of masochism. All the while
his eyes are turned most harshly on the inner tumult, a separate
self watches from his shoulder counseling apprehensively against
an amorphous body of judgment which must be conciliated. Plainly
the fear is of himself As a self-portrait, the swift transit of
fourteen years in public life becomes a vehicle for self-destruction,
devoid of eloquence or elegance, surcharged with banalities, intel-
lectual cliches, and tasteless bravados Republican officials are
saying Nixon is in deep trouble in his race better than anything
else, this book gives the reasons why." William Costello, The New
Republic.
It was, of course, to be expected that the liberals would do all that they
could to discredit the book, but as can be seen from the above, they have carried
this to the point where they are completely discrediting RN as a person.
From these comments it is evident that they are going to convert him into the
bumbler without parallel while Pat Brown emerges as a strong, able and steady leader
for California. This switch, if they can carry it off, will be as remarkable as
Robert Wagner's successful pose as a reform candidate for a scandal-ridden regime.
Marquis Childs, writing from Los Angeles, commented: "No matter how great the
odds, Nixon's chances of success should not be discounted in this political operation
bootstrap. For he is the same Nixon who has gone so far on resources that in any
objective view are seen to be limited." (emphasis added)
The Fresno Bee: "One does not know how many mistakes there may be in Nixon's
just published Six Crises, but it seems possible it might better be called A Comedy
of Errors."
Art Hoppe: "As I see it, it's going to be a very close battle ... between
Bumbling Dick Nixon and Tricky Pat Brown."
Reston writing from San Francisco: "Everything :. (RN) .. says or does these
days seems to go wrong luck helped bring him to the pinnacle of national politics -
the luck of his age and his California origins but his luck now seems to be running
out. The harder he runs, the more he stumbles..
Time Magazine (4/13/62): " Though the election is still seven months away,
much of the press is already talking of Nixon as a potential loser Marquis
Childs ... recently compared Nixon to Dewey as a man with a losing habit."
page three
The real danger in this propaganda campaign is that it appeals to not only
the far left and the far right but it can also appeal to moderates and is cer-
tainly designed to undermine the confidence of supporters. It may also be
designed to push RN further to the right.
It is painfully obvious that this blitz must be countered and at once. I
think serious thought should be given to accepting the long-standing invitation
to RN to appear on Meet the Press to knock down this destructive talk.
Secondly, on the state level I think we have to move in on Pat Brown's
liabilities and hit them hard. We have not, to date, capitalized on the
feelings of uneasiness on the part of the electorate about this man. When we
talk about bungling, ineptness, cronyism, we should cite chapter and verse and
imply he is a positive danger to every Californian and stealing us taxpayers
blind. The trouble is we have, so far as I know, no long-range strategy or
specific objectives. The overall effect has been a scattergun one, disconnected
and I fear not especially effective. We must get Brown on the defensive and
we must do it while he is proving so inept on the budget. Failing this, we must
get him on the defensive and destroy his morale. If we don't move soon it will
be too late. Secondly, if we take the offensive we can gain support from those
leaning towards Shell and win others back who may be more committed to Shell.
Thirdly, we must get a top notch press aide to feed our line to the columnists, etc.
As it is, we are being clobbered twenty times a day by Brown and Kennedy. The
fuss over the carpetbagger statement is a case in point. If anyone on our side
is feeding information on our point of view to the press, it certainly is not
evident.
I hope you will think about the above and come up with some better ideas. I
have not sent a copy of this to RN.