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From Rudyard C. McKee to Moore RE: campaign advice. 4 pgs. [Subject: Campaign] [Letter], 6/29/1971
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From Rudyard C. McKee to Moore RE: campaign advice. 4 pgs. [Subject: Campaign] [Letter], 6/29/1971
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Richard Nixon Presidential Library
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7
20
6/29/1971
Campaign
Letter
From Rudyard C. McKee to Moore RE:
campaign advice. 4 pgs.
Friday, June 25, 2010
Page 1 of 1
RUDYARD C. MCKEE
420 LEXINGTON AVENUE
NEW YORK
June 29, 1971
Mr. Richard A. Moore
Special Counsel to the President
The White House
Washington, D. C.
Dear Dick:
I have been somewhat on dead center over your
request for a list of issues to be used in the next campaign.
Last night I realized why!
An issue is something a candidate identifies and
develops as a serious problem. Then he tells you as dramati-
cally and persuasively how he's going to fix it.
This can be done by the candidate who has never
been President because he has no record of fixing or failing to
fix the country's problems. With the President, it's quite dif-
ferent. The record can confirm or refute his ability to solve
the problems.
I happen to believe nobody could have done the job
better -- or as well as President Nixon. But just selecting the
issues and talking about them some more won't do the trick.
Instead, I think performance between now and next
fall has to be the answer. In discussing the specifics as I see
them, I will, in effect, be giving you a list of issues.
Vietnam
This will probably be the President's biggest handi-
cap if it isn't over -- all over -- by the Fall of 1972. At the
same time the war could work for him because only he can man-
age or control this issue.
- 2
RUDYARD C. MCKEE
420 LEXINGTON AVENUE
NEW YORK
The Economy
Here again, things must be done soon to stimulate
the economy with (hopefully) only mild inflation. He can take
these steps -- the opposition can't. In this endeavor it is imper-
ative that unemployment drop to 4% or below before the election.
Health Care
Our friendTeddy is churning this issue for all it's
worth. His scare tactics have considerable basis in fact. But
if the administration can perform in this area -- soon -- then
the opposition has little to view with alarm. (See enclosed clip-
ping on Kennedy.) I think the cost of health care is one of the
most gnawing problems in America today. It hits everybody
squarely in the pocketbook. I'm somewhat Cauriliar with this
problem since I still supervise Blue Cross advertising.
Taxes
Here, imparticular, action instead of words. I know
this must be under consideration. Time receiving man in the street
is going to vote for the man who increases his take home pay by
lowering his taxes.
Drugs
The President has a good program underway. Let's
hope people generally can see results during the next twelve months.
Our Cities
Specific steps must be taken to turn our cities back to
our law abiding citizens. Part and parcel of the problem is the
serious financial plight of the large cities. Revenue sharing can
be a solid step in the right direction.
/
- 3 -
RUDYARD C. MCKEE
420 LEXINGTON AVENUE
NEW YORK
Foreign Relations
I place this last, because I think -- apart from Viet-
nam which is a semi-domestic issue -- that the domestic issues
will decide the next election.
Despite the low profile of this issue in the average
man's mind, specific headway in the easing of Red China relations
can enhance the President's image as a master strategist in world
affairs. This would apply to the Middle East and Russia as well.
* * *
I am sure the foregoing offers nothing new. I would
guess if there are fifty Presidential advisors there must be as
many different collections of issues.
So, I suggest that some research be taken on this
that will nail down the topmost concerns in voters' minds and thus
let them tell us what the issues should be.
1. Identify the floaters. The a have no
lasting loyalty but who will jump on the band-
wagon that seems to best serve their personal
well-being. It might well be that this group --
if captured -- can swing an election.
2. Defectors. Those who were formerly in your
camp but have deserted. "What lost them?
What will bring them back?"
3. What is top-of-mind with your loyal supporters.
This kind of research is not a one-time shot. New
readings should be taken at intervals so that we can accurately
track the voter mood. Harriss gives us a great deal of this infor-
mation, but we only see the high spots that he cares to publish. I
have heard that the real qualitative data goes exclusively to the
Kennedy camp. If this is true, then Harriss is certainly not the
man to do this research, if indeed he could. Someone like Daniel
Yankelovich could do this.
If you don't already have this type of project under-
way, I recommend it for high priority.
RUDYARD C. MCKEE
420 LEXINGTON AVENUE
NEW YORK
* *
So much for that. Here's a piece of input that may
or may not be a new thought. In either case I feel in my bones
that it's vital.
I am willing to predict that President Nixon's oppo-
nent in the next election will be Kennedy. His well oiled, ex-
pensive machinery is already turning over.
This guy is going to be drafted at the Democratic
Convention. You can forget your Muskies, ycur Humphries
all of the known hopefuls on the horizon.
None of them has his charisma. What about the
Bridge or cheating at Harvard? We're in a new age of moral
values and people have short memories or he has been forgiven.
Only the Kennedy name has a chance in the Democratic Party.
Call me Nostradamus if you like, but this I believe.
So what do we do?
ae
I suggest the formation, right now, of a team of
strategists and tacticians avhoseenale avill be to
spike the guns of our troublesome Senator. If people do have
short memories, let's freshen those memories.
№
I think that this particular man as a candidate is a
frightening prospect. The only possibility I would fear more
would be Lindsay. He doesn't have the organization or the
of an an intentic cli
money, so I don't think he could make it.
However, he has his kind of charisma and might
wind up as second man on a ticket.
If the "Negative-Kennedy" task force is put to-
gether, it should have some other label and be a covert oper-
ation.
* *