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This file contains:
From Gordon Strachan to C.W. Colson. RE: Campaign Plan-Young Voters for Nixon and Communications Plan. 1 pg. [Subject: Campaign] [Memo], 11/2/1971
From Gordon Strachan to Haldeman. RE: Klein's Campaign Communications Plan. 2 pgs. [Subject: Domestic Policy] [Memo], 10/28/1971
Unknown author to the Attorney General. RE: Review of Herb Klein's Campaign Communications Plan. 12 pgs. [Subject: Domestic Policy] [Memo], 10/26/1971
From Herbert G. Klein to The Attorney General. RE: The Plan for a Coordinated Communications Effort, 1972 Presidential Campaign. 66 pgs. [Subject: Domestic Policy] [Memo], 10/14/1971
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WHSF: Contested, 12-9
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WHSF: Contested, 12-9
description
This file contains:
From Gordon Strachan to C.W. Colson. RE: Campaign Plan-Young Voters for Nixon and Communications Plan. 1 pg. [Subject: Campaign] [Memo], 11/2/1971
From Gordon Strachan to Haldeman. RE: Klein's Campaign Communications Plan. 2 pgs. [Subject: Domestic Policy] [Memo], 10/28/1971
Unknown author to the Attorney General. RE: Review of Herb Klein's Campaign Communications Plan. 12 pgs. [Subject: Domestic Policy] [Memo], 10/26/1971
From Herbert G. Klein to The Attorney General. RE: The Plan for a Coordinated Communications Effort, 1972 Presidential Campaign. 66 pgs. [Subject: Domestic Policy] [Memo], 10/14/1971
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Richard M. Nixon's Returned Materials Collection
Contested Materials Files
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Richard Nixon Presidential Library
Contested Materials Collection
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Document Description
12
9
11/2/1971
Campaign
Memo
From Gordon Strachan to C.W. Colson. RE:
Campaign Plan-Young Voters for Nixon and
Communications Plan. 1 pg.
12
9
10/28/1971
Domestic Policy
Memo
From Gordon Strachan to Haldeman. RE:
Klein's Campaign Communications Plan. 2
pgs.
12
9
10/26/1971
Domestic Policy
Memo
Unknown author to the Attorney General.
RE: Review of Herb Klein's Campaign
Communications Plan. 12 pgs.
12
9
10/14/1971
Domestic Policy
Memo
From Herbert G. Klein to The Attorney
General. RE: The Plan for a Coordinated
Communications Effort, 1972 Presidential
Campaign. 66 pgs.
Wednesday, January 12, 2011
Page 1 of 1
Administratively Confidential
November 2, 1971
MEMORANDUM FOR:
C.W. COLSON
FROM:
GORDON STRACHAN
SUBJECT:
Campaign Plan - Young Voters
for Nixon and Communications
Plan
You asked for a copy of Ken Rietz' Campaign Plan - Young
Voters for Nixon. Bob's copy is attached. When you have
finished reviewing it, could you return it for our files?
A copy of Herb Klein's Communication Plan is attached.
Klein submitted it directly to the Attorney General,
who asked Cliff Miller and Jeb Magruder to abbreviate
the 67 page Klein memo and make recommendations. This
abbreviation with the Attorney General's comments are
also attached.
Attachments
GS:elr:lm
not
October 28, 1971
sent
to cuc
ADMINISTRATIVELY CONFIDENTIAL
MEMORANDUM FOR:
H. R. HALDEMAN
FROM:
GORDON STRACHAN
SUBJECT:
Klein's Campaign Communications Plan
Herb Klein prepared a 67 page campaign communications plan which
Jeb Magruder and Cliff Miller abbreviated for the Attorney
General's review. A copy is attached with the Attorney General's
decisions.
Several items requirements coviews If you cuscur with the
Attorney General's decisions, you will have to authorize the
changes in White House Staff personnel and functions.
The 10 decisions which will cause problems include:
1) The designation of a full-time liaison officer on
Ziegler's staff to coordinate White House and Campaign
press information (Tab A, #1) p81);
2) The establishment of a Communications Policy and
Planning Board to advise on "communications" policy.
The board would be chaired by the Campaign PR/Media
Director and not Klein (Tab B, #1) pg.3);
3) That the Buchanan-Allen Presidential news summary
be available to top-level campaign staff (Tab B, #4) pg3);
4) The designation of the Domestic Council, Klein's
staff and Ray Price's office as the groups responsible
for written articles and interviews during the
campaign (Tab B, #7)pg.4);
5) The transfer of White House mailings (currently
done by Colson's office) to the Committee after
Feb. 1 (Tab c, #1, page 4),
6) The preparation of an issues "Red Book" by the
Committee (Tab c, #4, page 5),
7) The centralization of the Truth Squad and audio spots
at the Committee (Tab D, #4, page 6)1
-2-
8) Van Shumway would be the Deputy Director of
PR at the Committee (Tab E, #2, page 7),
9) That the Committee use an independent mailing
house as well as RNC facilities (Tab E, $6, page 8) 1
10) The Middle Level Strategy Group controls communication
plans in the primary states (Tab F, #1, page 9).
GS:elr
COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
sent
cocuc
1701 PENNSYLVANIA AVENUE. W.
WASHINGTON. D C. 20006
DETERMINED TO BE AN
October 26, 1971
(202) 333.0920
ADMINISTR MARNING
E.C. 12035, Section 0-102
By Emprise
NARS, Date 1-17-80
CONFIDENTIAL
MEMORANDUM FOR THE ATTORNEY GENERAL
SUBJECT: Review of Herb Klein's Campaign Communications Plan
Herb Klein and his staff have prepared a thorough and thoughtful com-
munications plan for the coming campaign which we feel can provide
the basis for a very effective PR/Media effort in 1972. Because the
plan runs to 67 pages, we thought it might be helpful to you if we
presented, in somewhat briefer form, Herb's various recommendations,
and our thoughts concerning each. His memorandum is organized in
such a way that key recommendations for each area of the campaign com-
munications effort are summarized at the end of each tab, and this
memorandum briefly reviews those recommendations, and our thoughts on
them:
TAB A -- THE WHITE HOUSE PRESS OFFICE
1. Klein recommendation: That a full-time liaison officer be desig-
nated on Ron Ziegler's staff to coordinate information between the
White House press office and the campaign press section.
Our recommendation: Concur --- but he would not need to begin
until January.
Approve
X
Disapprove
Comment
2, Klein recommendation: That a full-time photo editor be hired
during Phase Two, which is the time from the President's announce-
ment to the convention, (paid by the campaign committee and working
from there) to work with the White House photo office to make maxi-
mum use of Presidential and First Family photographs in the campaign.
Our recommendation: Decide in January if such a photo editor is
necessary. Perhaps he might work with Leonard at the RNC.
Approve
Disapprove
Comment
CONFIDENTIAL
CONFIDENTIAL
-2-
3. Klein recommendation: That a photographer be added to the cam-
paign staff prior to the convention to work under the photo editor.
Our recommendation: Concur -- tentatively. A photographer
would be helpful for taking non-Presidential pictures. Also, we
might use a free lancer to save money.
Approve
X
Disapprove
Comment
4. Klein recommendation: That early during Phase Two, key repre-
sentatives of the various communications offices and other offices
requiring immediate and frequent access to the campaign plane and to
each other (through telex, etc.) meet to determine the need for fa-
cilities and equipment beyond that already available. (General
Redman has requested that he be brought into any such discussions
involving the President's travel as early as possible since he
the responsibility for this aspect.)
two
Use
Our recommendation: Concur.
Approve
X
Disapprove
Comment
TAB B -- DIRECTOR OF COMMUNICATIONS
1. Klein recommendation: That a Communications Policy and Planning
Board be instituted at the beginning of Phase Two (primary stage)
with Klein as chairman and that this board meet regularly to coordinate
top-level communications policy and planning throughout the campaign.
Our recommendation: Concur -- in part only. This Communication
Policy and Planning Board is basically Klein's Saturday morning plan-
ning group, which can be most effective in an advisory capacity. With
Klein and other members of this group frequently on the road, it would
not be possible for such a group to "coordinate" communications policy
throughout the campaign. It would, however, be possible for the group
to make. recommendations, most of which ought to be approved by you.
However, a group should be put together to coordinate and plan commu-
nications policy, and this group would include many of the members of
the Saturday group such as Klein, Ziegler, Nofziger, and perhaps Colson
(or their alternates). Since Klein does travel frequently, it is our
recommendation that this group be chaired by our campaign PR/Media
Director and include the above three or four members.
Approve
Disapprove
Comment
CONFIDENTIAL
CONFIDENTIAL
-3-
2. Klein recommendation: That Klein's responsibility for adminis-
tration media liaison be expanded to include coordination of the
media liaison activities of all campaign-related offices.
Our recommendation: Disapprove. It would be inappropriate for
a major government official such as Klein to have such a direct
campaign role. Also, it is not practical to expect that the Klein
office could assume the role of "coordinating" Lyn Nofziger's opera-
tion at the RNC and the press/PR operation here. While, again, it
could act in an advisory role, we do not believe that Klein's travel
and other duties would permit him the time necessary to effectively
coordinate and approve all the major decisions which the campaign
communications office will have to make.
Approve
X
Disapprove
Comment
3. Klein recommendation: That the Republican National Committee
research office serve as the backbone of all campaign-related re-
search offices and, further, that the RNC be instructed to increase
its subscriptions so as to monitor all newspapers with 100,000 cir-
culation, increase its staff to ensure these papers are clipped
promptly and xeroxed for all offices it services, and be fully oper-
ational by the beginning of Phase Two.
Our recommendation: Concur. The National Committee's research
division is the proper place for these activities to be centrally
housed.
Approve
X
Disapprove
Comment
4. Klein recommendation: That no additional campaign press sum-
mary be instituted but that the Buchanan-Allin Presidential news
summary be available to top-level campaign staff and be supplemented
with regular campaign news supplements.
Our recommendation: Concur. The quality of the Buchanan-Allin
Presidential news summary could not be duplicated at a campaign of-
fice. And it would be pointless to try.
Approve
X
Disapprove
Comment
5. Klein recommendation: That a full-time person be assigned to
Klein's staff during Phase Two to monitor all editorial endorse-
ments, prepare Presidential thank-you letters for endorsements, and
circulate weekly lists of editorial endorsements to campaign staff.
CONFIDENTIAL
CONFIDENTIAL
-4-
Our recommendation: Concur. The White House is the proper
place for this kind of activity. Klein's staff did this in 1968.
Approve
X
Disapprove
Comment
6. Klein recommendation: That the Klein research office service
all other campaign-related offices as the central repository of
information concerning editorial opinion throughout the country
and that an additional research assistant be hired at the begin-
ning of Phase Two to assist with the media monitoring effort dur-
ing the campaign.
Our recommendation: Disapprove: The Buchanan-Allin office at
the White House has demonstrated many times during the last two
years that its editorial collecting activities are far superior to
those of any other office. Therefore, the central repository of
information concerning editorial opinion throughout the country
should be in the Buchanan-Allin office, backed up by the RNC re-
search operation.
Approve
X
Disapprove
Comment
7. Klein recommendation: That an Articles Editor be assigned to
Klein's staff at the end of Phase Two to coordinate all media
requests for written articles and interviews during the general
election campaign.
Our recommendation: Concur -- in part. The people who did this
in 1968 are presently on Klein's staff, and would be in a good posi-
tion to supervise much of this activity once again. Also, some of
this activity should be at the White House rather than the campaign,
since requests of these kind will normally come to the President at
Greenic
the White House rather than the candidate at campaign headquarters.
This activity will need to be closely coordinated with Ray Price's
office. However, while the Klein-Price offices can handle much of
the non-political work in this area, a great deal of the election-
oriented political work should be done here in our PR/Media office.
Approve
Disapprove
Comment
TAB C -- MR. COLSON'S OFFICE AND OTHER WHITE HOUSE OFFICES
1. Klein recommendation: That White House mailings continue to be
coordinated through the Colson staff and handled by the RNC.
CONFIDENTIAL
CONFIDENTIAL
Feb
-5-
Our recommendation: Concur. This mechanism has been built very
carefully during the last three years and has proven to be very ef-
fective. We are working to improve it and add new lists.
Approve
Disapprove
t
Comment
2. Klein recommendation: That key campaign spokesmen continue to
be scheduled through the White House and that their media arrange-
ments continue to be coordinated through Klein's office.
Our recommendation: Disapprove. Campaign spokesmen should be
scheduled through the campaign operation and their media arrangements
made through both the media office here and that at the White House.
You have already decided that the scheduling should be here under
the direction of Bart Porter.
Approve
X
Disapprove
Comment
3. Klein recommendation: That, assuming that a separate Speakers
Bureau is established under the Campaign Committee, a speakers media
coordinator be added to the Committee's communications staff to
arrange media schedules for other speakers.
Our recommendation: Concur.
Approve X
Disapprove
Comment
4. Klein recommendation: That, to ensure all speakers are fully
briefed on issues and political related subjects, consideration be
given to having the RNC prepare (1) an issues briefing book, and
(2) a condensed version of the so-called 1968 "Red Book."
Our recommendation: Concur -- in part. This should be supervised
and directed from campaign headquarters under the direction of Bob
Marik. This is in Peter Flanigan's research proposal.
Approve
X
Disapprove
Comment
TAB D -- THE REPUBLICAN NATIONAL COMMITTEE
1. Klein recommendation: That the RNC activate an Answer Desk oper-
ation to provide daily summaries of both answers to the opposition's
CONFIDENTIAL
-6-
charges and lines of attack against the opposition, and that this
be fully operational at the beginning of Phase Three (after the
convention).
Our recommendation: Concur -- tentatively. Perhaps we will see
in the next few months that the proper location for this is here at
committee headquarters. But this decision need not be made now.
Approve
X
Disapprove
Comment
2. Klein recommendation: That the Truth Squad program be coordi-
nated through the RNC and that a full-time press/PR man be assigned
to handle advance media contacts and provide briefing and speech
material.
Our recommendation: Concur -- again tentatively. It may be that
we will feel later on that the proper location for the Truth Squad
program is at this committee, working closely with our scheduling
operation.
Approve
X
Disapprove
Comment
2
3.
unde
4. Klein recommendation: That the RNC continue to handle its video
operation but that the spotmaster system for audio cuts for radio
stations be placed under the control of the campaign committee.
Our recommendation: Concur. This is very important. The video
operation films Administration officials and Congressmen for use on
local TV stations. The audio spotmaster system should be moved here.
Approve
&
Disapprove
Comment
TAB E -- COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT -- PRESS/PR
1. Klein recommendation: That a strong PR director, with a news
background and abilities as an administrator, be hired as soon as
possible.
CONFIDENTIAL
CONFIDENTIAL
-7-
Our recommendation: Concur --- but December or January would
be soon enough.
Approve
X
Disapprove
Comment
2. Klein recommendation: That a Deputy PR Director, able to back
up the Director in all areas, be on board by the beginning of Phase
Two, and that this person also head the News Bureau.
Our recommendation: Concur -- see recommendation at the end of
this memorandum. The need here is immediate -- November 1.
Approve
Disapprove
Comment
3. Klein recommendation: That a Radio-TV Director be hired early
in Phase Two to coordinate campaign-related uses of national and
regional television and radio, including appearances for speakers
and surrogates, working closely with the Klein operation (Snyder).
Our recommendation: Concur. Snyder would handle the "non-
political" appearances and our man the political.
Approve
x
Disapprove
Comment
4. Klein recommehdation: That a Campaign Photo Office be established
early during Phase Two including a photo editor and one photographer
(see earlier recommendation)
Our recommendation: Concur -- tentatively. It probably will be
necessary to have a photographer at this office for non-Presidential
needs as well as a photo editor.
Approve
x
Disapprove
Comment
5. Klein recommendation: That an efficient and adequate support/
operations staff be hired early in Phase Two -- administrative as-
sistant, research assistant, printing and production staff, tele-
communications staff, typists, messengers, receptionists --- under
the direction of the PR Director. Klein's suggested organization
chart is attached.
CONFIDENTIAL
CONFIDENTIAL
-8-
Our recommendation: Concur. But some of the support staff can
be shared by the entire campaign staff.
Approve
Disapprove
Comment
6. Klein recommendation: That, as has been recommended earlier,
the campaign committee rely on the RNC mailing operation but also
have access to a direct mailing house for specialized mailings or
crash mailings which the RNC cannot handle.
Our recommendation: Concur.
Approve
X
Disapprove
Comment
7. Klein recommendation: That a publications director be hired at
the beginning of Phase Two and that he be directed to immediately
develop a long-range plan for committee publications and staff need.
Our recommendation: Concur -- in part. We should call upon the
talents of Frank Leonard for this on a part-time basis at first, and
later on, full-time.
Approve
Disapprove
Comment
8. Klein recommendation: That a plan be developed for a broad
utilization of PR support in key states or regions -- a national
PR network -- to make maximum use of regional and local media (see
also next section on primaries.).
Our recommendation: Concur.
Approve
X
Disapprove
Comment
9. Klein recommendation: That a weekly press media coordinator be
hired during Phase Two to expand coverage and support from weekly
press
Our recommendation: Concur -- maybe not necessary until after
the convention.
Approve
X
Disapprove
Comment
10. Klein recommendation: That a high-caliber PR/newsman be hired
early enough during Phase Two to prepare a detailed communications
CONFIDENTIAL
CONFIDENTIAL
-9-
plan for an effective media operation for the Citizens/Interest Group
Division during the General Election Campaign.
Our recommendation: Concur. This will be necessary in order to
keep the citizens operation identified in the public mind as a separ-
ate entity from the campaign organization, even though in reality the
citizens operation will be a division of the campaign.
Approve
X
Disapprove
Comment
11. Klein recommendation: That contacts with the foreign press and
foreign language press covering the campaign be handled by Klein's
and Ziegler's offices, with the help of a volunteer such as Pier
Talenti.
Our recommendation: Concur -- in part. Part of the liaison with
the foreign language press should be handled by the ethnic staff in
this office. Klein and Ziegler's offices can also assist in this
effort. Talenti could not run the entire operation, but could be
helpful, especially with the media abroad.
Approve
X
Disapprove
Comment
TAB F --- THE PRIMARY ELECTIONS COMMUNICATIONS STRATEGY
1. Klein recommendation: That the Campaign PR Director develop
preliminary communications plans for each of the primary states
in ample time to have these reviewed and approved by the Com-
munications Policy and Planning Board (as well as the Campaign
Director and/or appropriate strategy board).
Our recommendation: Concur -- in part. Klein's Communication
Policy and Planning Board should advise, if possible, the campaign
PR Director and the Campaign Director on strategy for the primary
states, but we do not feel that it would be practical to require
that plans be approved by the Klein group. Our strategy group would
do this.
Approve
X
Disapprove
Comment
2. Klein recommendation: That a full-time PR/Press Representative
be designated in each primary state (with a few exceptions) well in
advance of each primary.
CONFIDENTIAL
CONFIDENTIAL
-10-
Our recommendation: Concur -- in part. Where appropriate and
possible, this would be helpful, but it will not be possible in all
states. Hopefully, they will be volunteers.
Approve
X
Disapprove
Comment
TAB G --- THE CONVENTION
Klein outlines on pages 60-62 of his memorandum general plans for
the convention, and suggests that a more detailed plan be submit-
ted in the spring. We agree with the general thrust of his
thoughts, and will work with him in developing this more detailed
plan.
ACTION REQUEST
Much of the above need not be decided right away, but there is a
pressing need to bring on the staff by November 1, the Deputy
Director -- not the overall PR/Media Director -- who will head up
the news bureau and ultimately report to the Director of the entire
operation when he signs on later. This Deputy Director would be
our liaison with the media and would assist in responding to press
inquiries, helping state chairmen launch their state committees,
planting stories, etc.
We would submit three names for your consideration:
1. Van Shumway. Formerly Senator Murphy's press/PR man, Van has
done an outstanding job at the White House in the press area.
He would be an ideal candidate and we recommend him very highly.
If you select him, we would need your permission for Cliff
Miller to act for you in arranging with Colson and Klein for Van
to join us. Van has been such an asset to them that they might
be reluctant to see him leave, although we believe this could be
arranged by Cliff. Shumway wants the job and would be good at
it. (Incidentally, Van played a very major role in the prepara-
tion and drafting of the Klein memo, so he is most familiar with
our media plan).
2. Jack Hushen. If you decide on him, there would also be the
consideration of whether he would be almost immediately avail-
able for the job. Hushen would also be an ideal candidate.
(We also feel Powell Moore would be excellent in the PR/Media
office, but that his talents should be utilized later in the
writing end of the operation rather than in this particular
job.)
CONFIDENTIAL
CONFIDENTIAL
-11-
3: Jerry Warren. An excellent man for this job, but there would
be problems with Ron Ziegler if he left the Press Office.
Such problems might well rule Jerry out.
JEB S. MAGRUDER
CLIFFORD A. MILLER
Attachment
bcc: Mr. H. R. Haldeman
JSM/CAM:RCO:jcm
ODLE CHRON.
ODLE OFFICE
MAGRUDER CHRON.
MAGRUDER WORK
MAGRUDER SUBJECT
MILLER COPY
LONE IDENIIAD
ORGANIZATION CHART -- CAMPAIGN COMMUNICATION S OFFICE
P.R. Director
Secy.
Receptionists
Deputy
Secy.
Admin.
Speakers Bureau
News Bureau
Radio-TV
Publications &
Photo
Asst.
Media Coord.
Director
Graphics Dir.
Editor
Dupl. &
Truth Squad
News Releases
Audio (Hdq.
Publica-
Photographer
Production
Media Coord.
and field) /
tions
(or RNC)
Weekly Nsp.
Spotmaster
Typing
Campaign
Pool
Media Corresp
Material
National PR
Campaign
Network
Nsp.
Special
Research
Services
THE WHITE HOUSE
COPY 3
WASHINGTON
October 14, 1971
Embawy
MEMORANDUM FOR:
THE ATTORNEY GENERAL
sheeting
FROM:
HERBERT G. KLEIN Herbers.
RE:
Plan for Coordinated Communications
Effort, 1972 Presidential Campaign
The attached document constitutes a detailed press plan in
support of the nationwide effort to re-elect President
Nixon in 1972.
In the formulation of this plan, I and members of my staff
have sought the recollections and advice of several persons
involved in the press aspects of earlier presidential
campaigns, especially the successful 1968 effort. Heavy
reliance, of course, has been placed on our own experience
in previous campaigns.
All agree on one point: the need for strong central
coordination -- with clearly defined lines of authority and
responsibility -- over the campaign adjuncts that deal
directly with the press and public. This principle applies
as a matter of general election effectiveness and philosophy.
However, it is especially applicable to this overall communi-
cations effort in 1972 inasmuch as six, and possibly more,
distinctly separate groups will be in a position to play a
major role, including:
The White House
The Office of the Press Secretary -- Handling day-to-
day communication between the President and the White
House Press Corps on all matters relating to the
President and the Administration.
The Office of the Director of Communications --
Relating the President and Administration to the
media throughout the country; general coordination
of the campaign press effort.
Special Counsel Charles W. Colson -- Relating the
President and Administration to special interest
groups and non-media opinion leaders.
Campaign Organizations
The Republican National Committee -- Supporting the
efforts to re-elect the President and to elect or
re-elect Republicans to all other offices.
The Citizens Committee to Re-Elect the President --
Its communications division will be the partisan
presidential campaign press office, the responsibili-
ties of which are the key focus of this report. They
center on coordination of state and special organiza-
tions.
Citizens Groups -- Post Convention (and to a limited
extent pre-convention) ethnic, protessional and other
special interest groups rallying support for the
President.
These are the key offices which will be directly involved
in the overall communications effort to re-elect the President.
It is assumed that the latter two might combine after the
nomination.
In the following report, the various campaign support
functions of the first four offices -- The White House offices
and the RNC -- are described first because they already exist
and their roles can be defined in terms of extension of
current activities. In other words, unlike 1968, in 1972
the key communications support offices already are functional
and, in each case, campaign assignments fall more or less
logically to one office or another as extensions of current
responsibilities.
The fact that these offices already exist helps define
the role of the actual campaign/media office which, in
effect, becomes superimposed on the existing structure.
Before outlining the detailed proposals for allocating
responsibilities among these offices, it is important --
both in terms of overall perspective and in terms of the
general philosophy of this report -- to consider why a
strong, well-staffed and efficient separate campaign
communications division is necessary.
What is the specific mission of the Campaign
Communications office?
The White House and Executive Branch of the United
States Government cannot be overtly partisan. The Campaign
Committee can -- and is expected to be. For example, it
can accomplish several key objectives which the others
cannot. Its communications staff can:
--Through a capability for press releases and publica-
tions, encourage leaders of the legislative branch,
leaders of industry and others to tell the record of
the President.
--Through an audio radio news program, use excerpts
of Presidential statements on matters of substantial
national concern -- and merchandize them.
--In a much more blatant sense than possible in present
White House structure, brag about the President's record
and accomplishments, furnishing newspapers and other
publications with useful and useable information.
--Encourage millions of persons to participate in
the process of their election by announcing their selections
to various campaign committees.
--Write and mechandise certain feature stories about
the President and the President's men -- drawing upon
but supplementing White House efforts along these lines.
--Write editorials for small newspapers and send them
out -- probably under some cover name -- to help
support the President.
--Answer political attacks on the President quickly
and severely -- an area which has at times been
neglected. This would be in the name of the campaign
chairman.
--In cooperation with the RNC, act as an in-house means
for the hundreds of thousands of campaign workers who
will be recruited to work for the President to know
what their fellow workers are doing. This would be
with a publication like the Nixon Elector.
--Publicize the President in a clear-cut, unashamed
way both in word and picture.
4
In short, the campaign media effort can in these
ways and many, many others be totally partisan within
the political system.
This plan is intended to help define and describe its
structure and functions, beginning with a description of
current capabilities which it will supplement.
Not included in this plan is direct advertising,
although it is strongly recommended that the key media
personnel in all offices be aware of the direct advertising
program either by receiving available periodic written or
verbal reports or by representation on or from the advertising
committee on the Communications Policy and Planning Board
(to be described). There should be coordination.
To facilitate discussion, the campaign will be
referred to in three distinct phases:
PHASE ONE:
Between now and the time of announcement;
PHASE TWO:
Announcement to convention, including
primary elections;
PHASE THREE:
Post-Convention general election.
The Primary Election will be covered in a separate
section following a detailed summary of the structure and
operations of the Campaign Committee Communications Office.
The Convention will be treated as a separate last section.
For reference, the following tabs are used:
TAB A: The White House Press Office
TAB B: Director of Communications
TAB C: Mr. Colson's Office and Other White House
Offices
TAB D: The Republican National Committee Communications
Division
TAB E: The Campaign Committee Communications Office
TAB F: The Primary Elections --- Communications Strategy
- 5 -
TAB G: The Convention
TAB H: Personnel and Organization Charts
At the end of each tab is a summary of recommendations
with action indicated.
BCC: Jeb Magruder
- 6 -
TAB A
THE WHITE HOUSE
THE WHITE HOUSE PRESS OFFICE
Ron Ziegler's key role as Press Secretary and Presidential
Spokesman can be expected to remain constant throughout all
stages of the campaign.
However, aspects involving the campaign will require
special consideration:
Campaign Travel
Ron Ziegler and some members of his staff who participated
in the 1968 campaign are familiar with the special requirements
imposed by the candidate's intensive travel schedule during
the general election campaign. Four especially important
areas include:
1. Direct Communication with Campaign Headquarters.
TWX and Telex two-way communication during the candidate's
campaign trips is essential both to provide the Director
of Communications and the campaign headquarters with
immediate texts of the candidates statements and releases
issued on the road and for the communications and speech-
writing offices to provide input for the traveling
party. Because the candidate in 1972, unlike 1968,
already has the basic communications equipment available
- 7 -
as Commander-in-Chief, consideration is needed
as to what additional equipment and facilities
are required by the traveling party as well as
the various offices in Washington and elsewhere.
2. Coordination between the White House Press Office
and the campaign press section is essential at all
times, but especially when the candidate is traveling.
To facilitate such coordination, it is recommended
that an assistant on Ron Ziegler's staff be
officially designated as liaison officer with the
campaign press office, keeping headquarters press
section personnel thoroughly informed concerning
the candidate's activities, statements, and events
and problems which occur on the road. He also
would work with the National Committee and the
Office of the Director of Communications. This
liaison officer can also feed special stories and
color items to the press section for use in releases,
publications or planting of stories. Likewise, this
ensures the headquarters press section access to the
traveling White House press staff and coordinates
input of information and queries from the head-
quarters through one responsible contact.
- 8 -
3. Local press consideration. Special attention
must be given the local press before and during
Presidential visits. Any alienation of the local
press can hurt quite badly. Therefore, the advance-
men should be thoroughly aware of the importance of
making every effort to accommodate the local press.
In addition, it is recommended that Ron Walker be
asked to consider adding several young bright advance-
men with press knowledge who can be brought in to
assist in key areas.
4. Press Travel Arrangements. Coordination of press
travel requests, both from the Washington press corps
and local press along the campaign route, requires
possible expansion of the system involving an almost
full-time person in the White House press office
working directly with the press and the advancemen.
The Photo Office
The photo office is under the jurisdiction of the
White House Press Office. It is an invaluable campaign
tool -- and should be utilized as such. The current policy
of using Presidential and First Family photos is relatively
restrictive. During the campaign, there will be a great
demand for pictures, for campaign publications as well
as for use by the media. Maximum use of the best pictures
is essential.
A photo editor should be brought in on a full-time
basis for the campaign during Phase Two, working from
the campaign headquarters in close coordination with
Ollie Atkins. No local group should visit the President
without a picture of that visit appearing in local papers
within a matter of two to four days. That would be one
function of the photo editor, as well as seeing that
picture layouts on the President and First Lady are
created and placed. A photographer also would be needed
on the campaign staff.
Summary of Key Recommendations -- White House Press Office
1. That a full-time liaison officer be designated on
Ron Ziegler's staff to coordinate information between
the White House Press Office and the campaign press
section.
Approve
Disapprove
Comment
2.
That a full-time photo editor be hired during phase
two (paid by the campaign committee and working from
there) to work with the White House Photo Office to
make maximum use of Presidential and First Family
photographs in the campaign.
Approve
Disapprove
Comment
3.
That a photographer be added to the campaign staff
prior to the convention to work under the photo editor.
Approve
Disapprove
Comment
need
4.
That early during phase two, key representatives of
the various communications offices and other offices
requiring immediate and frequent access to the campaign
plane and to each other (through telex, etc.) meet
to determine the need for facilities and equipment
beyond that already available. (General Redman has
requested that he be brought into any such discussions
involving the President's travel as early as possible
since he has the responsibility for this aspect.)
Approve
Disapprove
Comment
- 11 -
TAB B
DIRECTOR OF COMMUNICATIONS
As the senior Administration communications official,
Herb Klein will continue to oversee the development of
communications policy through all phases of the campaign.
As in 1968, he would serve as a key link between the
Campaign Strategy Group and the various communications
groups and offices.
Communications Policy and Planning Board
The current Saturday Planning Board (of which Klein
is chairman) provides the nucleus for what should become
the top-level communications policy and planning group
for the campaign. It would need to meet more frequently,
probably four times a week. Its membership would include:
Ron Ziegler, Charles Colson, Lyn Nofziger, the public
affairs director of the Presidential Campaign Committee,
Ray Price, Dick Moore, Bill Safire, Pat Buchanan and
Cliff Miller, when present.
This group would continue to develop broad public
relations strategies for the Administration while also
serving as the center for coordinating strategy involving
campaign communications. Charles Colson or Ron Ziegler
would preside in the absence of Klein.
- 12 -
Day-to-Day coordination among the board members
involved with direct media relations will be of growing
importance as the campaign progresses. More frequent
meetings or conference calls among Klein, Ziegler, the
Citizens public affairs director and Nofziger will be
necessary to ensure the coordination of daily media
activities as the campaign moves into Phases Two and
Three. Ziegler, of course, will continue to have full
charge of Presidential activities and the relationship
to the White House Press Corps.
Klein and the campaign P. R. Director as well as other
members of the Communications Policy and Planning Board
will necessarily be absent from Washington from time to
time. It is essential that all members, but particularly
those whose offices deal directly with the media, designate
deputies to represent them at the board's meetings when
they have schedule conflicts. It is imperative that all
key offices be fully briefed daily.
Klein Travel
As a key Administration spokesman, Klein will travel
some during the campaign, concentrating on the primary
states and later on the key electoral states. His schedule
- 13 -
should be closely coordinated with the candidate's as
well as other speakers. It should be very carefully
planned to allow him to participate fully in policy and
communications planning decisions and probably mean a
decrease in travel in September and October to accentuate
the policy role and activities of his office.
Media Liaison
Direct contacts with the print and broadcast media
around the country has been well established by Herb Klein's
office. Klein is on a first-name basis with almost every
editor and publisher of major and even medium-sized daily
newspapers as well as with a sizable number of TV-radio
news directors. This carefully nurtured relationship
will be an important asset in 1972.
The Klein office media liaison activities would continue
throughout the campaign. Briefly, these can be described
as:
1. Briefing and planting with newsmen in Washington,
including columnists and bureau chiefs, which produce
stories rebounding to favor the Administration and
the President. These include individual interviews
as well as group briefings pertaining to activities
which normally would not fall under the purview of
the Press Office.
- 14 -
2. Relating the White House and departments to
decision-making news executives across the country
through briefings, mailings, individual correspondence,
and phone calls. This involves arranging for key
administration officials to brief editorial boards,
arranging Presidential and other briefings on major
administration programs outside of Washington, and
putting together programs for Presidential briefings
for media groups at the White House.
3. Coordinating Administration use of national
television and assisting in scheduling administration
officials on regional and local talk news shows. This
key function can be expected to expand significantly
during the campaign when the coordinated use of the
lectronic media will involve working with the
campaign press staff and the RNC to ensure maximum
use of television by candidates, surrogates and the
truth squad. It will require additional help -- at
least one person.
4. Working with the minority press. With the addition
of Stan Scott to the staff, the Klein office has been
able to significantly broaden contacts with the minority
press, especially the black and Spanish-speaking press,
through briefings, mailings and personal contact. This
will provide an important foundation for a more intensive
- 15 -
effort, involving the RNC Heritage division and the
various ethnic citizens committees, during the campaign.
5. Working with the weekly press and smaller dailies,
both directly and through their national and state
organizations. During the campaign, this effort should
be augmented through the use of special committees
focusing on getting stories and material to these
newspapers.
6. Liaison with key newspaper and journalism organiza-
tions, as well as key public relations associations
around the country. This includes arranging for
administration speakers to address the key journalism
groups (Sigma Delta Chi, Associated Press Managing
Editors, American Society of Newspaper Editors, etc.)
Coordinating to get the best possible speakers for the
1972 conventions of these groups will result in
significant mileage.
Each of the above listed functions will assume greater
dimensions during the campaign. The Klein operation will
be supplemented in each by the campaign media operation,
as well as by the RNC. To ensure maximum impact and
success of the total media liaison effort, the Klein
office would assume the added responsibility of coordination
of the media liaison activities of all the offices involved.
?
- 16 -
Research/Media Monitoring/Media Correspondence
Monitoring hard news as well as media opinion and
making the best use of this information will involve
all campaign-related offices. Several offices already
have established research operations serving divergent
needs but sufficiently coordinated to avoid unnecessary
duplication. The RNC research division provides the
backbone for the overall effort. Klein, Ziegler and
Buchanan (Mort Allin) maintain their own research
operations.
Press Summaries: The President's daily news summary
and the special summaries prepared under Pat Buchanan's
direction should be continued. During the campaign,
these should be make available to top-level campaign
staff as well.
In 1968, the daily campaign press summary consisted
of a 2 to 4 page outline of news and media opinion to which
was attached the columns, editorials and articles thus
indexed. Its focus was campaign news -- issues, candidates,
endorsements, etc. It also included summaries and excerpts
from network news shows.
The current Presidential daily news summary will make
a special campaign press summary unnecessary in 1972.
However, the sheer mass of campaign-related news added
the current news summary would make this document too
unwieldy and bulky. The news summary would necessarily
- 17 -
include campaign highlights. Consideration should be
given to adding weekly or bi-weekly campaign news
supplements instead which could include copies of a
few key articles or columns of political significance.
These supplementary summaries should also be
prepared by the Buchanan-Allin staff. For the campaign
press office to seek to establish a separate staff to
clip and read the same newspapers already handled by
other offices would be an unnecessary duplication of
time and effort as well as expense. However, in order
to assume this added responsibility, the Buchanan-Allin
office will undoubtedly add staff -- at least one full-
time person to concentrate on campaign news only.
Editorial Endorsements: A specific aspect of
media monitoring during Phase Three involves keeping
track of editorial endorsements. During the 1968
campaign, one person, full-time, was assigned to
Mr. Klein's staff to monitor endorsements and draft
letters for the candidate's or Klein's signature expressing
appreciation for these endorsements.
Media correspondence is currently handled by
Mr. Klein's staff. Letters are prepared for the President's
or Mr. Klein's signature to editors, publishers and
editorial writers expressing appreciation and comment
in response to favorable editorials. (All correspondence
from or involving the media to the President is also
handled by Klein's staff which, combined with mail
addressed directly to him, totals approximately 1,200
letters a week). It would therefore be logical that
the handling of editorial endorsements during Phase Three
become part of the current media correspondence effort.
It is recommended that a full-time person be added
to the Klein staff during Phase Two with the specific
responsibility of keeping track of all editorial endorse-
ments of the President and drafting prompt thank-you
letters for the President's signature. This person
would also be responsible for circulating a list of
papers endorsing the President and the other candidate,
with copies of major editorials of endorsement, to key
campaign staff on a weekly basis during Phase Three.
The Klein Research Office: Staffed by one full-time
research assistant and a part-time file clerk, the Klein
research office has, since the beginning of the Administra-
tion, been the repository of articles, columns and
editorials from newspapers throughout the country, including
a much broader selection of newspapers than those regularly
used in the President's news summary. In addition to the
several dozen major newspapers which are clipped by that
office, clips covering over 100 other newspapers are
provided by the Republican National Committee. Also
- 19 -
included are some 25 magazines and transcripts of
television and radio editorials sent in by stations
throughout the country.
This office services not only the Klein operation
but other White House offices as well. It provides the
essential information for Klein and his staff's dealings
with editors, publishers, editorial boards and media
personnel throughout the country. In addition, the Klein
research assistant is responsible for providing Klein
with the research and information needed for his many
speeches and media-related appearances throughout the
country. He has no speech writers.
As the campaign approaches, it is essential that the
Klein research office -- as well as other offices -- increase
the number of newspapers monitored to ensure that all the
major dailies (particularly in the primary states during
Phase Two and the key electoral states during Phase Three)
are represented. The current input from the RNC is
insufficient, covering an average of only two newspapers
per state. The comprehensive media effort required
during the campaign will require that at least two
papers from each State plus all papers with 100,000
circulation and above be monitored.
- 20 -
The Republican National Committee research operation
should begin now to gear up to better service all
campaign-related research offices. Its clipping bureau
should increase its subscription list to include the
above newspapers, increase its staff to ensure these
papers are clipped promptly and xeroxed and forwarded
immediately to the Klein office and the others it
services, and be fully geared along these lines by
the beginning of Phase Two.
In addition, the smaller dailies and the weeklies
cannot be ignored during the campaign. It is impossible
to keep track of these completely. While the expense
all
of a general comprehensive clipping service is prohibitive,
it is recommended that a clipping bureau be used but only
limited to editorials endorsing the candidate. This is
indispensable not only for information purposes but also
for the follow-up thank you letters from the President.
The Klein research office would service all other
campaign-related offices as the central repository of
information concerning editorial opinion throughout the
country. With administration speakers and surrogates
criss-crossing the country, such information is indispensable
to a coordinated media effort. A single research assistant
could not possibly assume this added responsibility
combined with that of monitoring double the number of
- 21 -
newspapers currently covered. Hence, it is recommended
that an assistant researcher be hired at the beginning
of Phase Two to serve through the remainder of the
campaign.
Articles, Written Interviews and Special Messages:
Over the past two years, by-lined articles or messages
from the President have been sparsely used on the theory
that the President's signature and words are valuable
commodities and overuse would dilute their impact.
During the campaign, this policy will have to be
much more loosely enforced. The message center, under
the direction of Ray Price, should be instructed to
take advantage of every opportunity to involve the
President in legitimate functions -- meetings small and
large. Message requests which are currently parceled out
for signature by third-level departmental officials
should be more seriously considered for the President
or, sometimes, the Vice President. The opposition
candidates will certainly be taking advantage of all
such opportunities.
After the re-nomination, specialized publications
of all kinds as well as the daily, weekly and periodical
press, will begin requesting by-lined articles and
- 22 -
written interviews from the candidates. These cannot
be ignored and the policy of not granting requests of
this nature must be abandoned during Phase Three.
(The alternative, and there have been examples in previous
campaigns: the publications feature "the views of the
candidates" with a photo and article by one candidate
on a page opposite a blank page.)
There are three types of requests:
1. From all types of publications -- general
requests for a statement, of varying lengths,
along the lines of "Why Should You be Re-
Elected?"
2. Requests from specialized publications, such
as farm journals, business publications, labor
magazines, etc. for a statement as to why their
readers should vote for RN or for answers to
specific questions.
3. Article and written interview requests from
newspapers and the major news magazines.
For example, in 1968 the Detroit News submitted
some 20 questions to each candidate for President
and received written replies which ran side-by-
side. The New York Daily News submitted a request
for a series of three or four articles on major
- 23 -
issues such as crime and education. Each article
ran about 3,000 words and the News ran one a week
from each candidate during the last month of the
campaign.
The first type of requests can easily be handled by
having available five or six different length statements.
The second type requires the assistance of the departments
specializing in the various areas involved and certainly
the PIO's should be relied upon to prepare drafts where
possible. The third type -- from major publications --
will require the assistance of Ray Price's writing staff.
In 1968, Margita White on Herb Klein's staff
coordinated all such article requests, relying on the
research staff for assistance in handling the major
requests. Many articles and written interview requests
were handled by cutting, pasting and editing from
campaign speeches and statements.
In 1972, most of these requests will come to Klein's
office through the normal procedure of referring media
mail. Requests which may come in elsewhere, by mail or
phone, should be referred to the Klein office. An
Articles Editor should be added to Klein's staff during
yes
- 24 -
the latter part of Phase Two to coordinate all media-
requests for written articles and interviews. This
should be someone familiar enough with the President's
position on key issues to pull together appropriate
past statements and be able to do some editing and
writing. This person would also be able to rely on
the Klein staff's knowledge of the publications involved
in order to determine the priority of requests.
All replies to such requests which are not quotations
or excerpts from previous Presidential statements would
be routed through Ray Price's office for final approval
and someone on his staff should be assigned to give
priority attention to these during Phase Three.
Summary of Key Recommendations -- Director of Communications
1. That a Communications Policy and Planning Board be
instituted at the beginning of Phase Two (primary
stage) with Klein as chairman and that this board
meet regularly to coordinate top-level communications
policy and planning throughout the campaign.
Approve
Disapprove
Comment
2
2. That Klein's responsibility for administration media
liaison be expanded to include coordination of the
media liaison activities of all campaign-related
offices.
- 25 -
Approve
Disapprove
Comment
3. That the Republican National Committee research
office serve as the backbone of all campaign-related
research offices and, further, that the RNC be
instructed to increase its subscriptions so as to
monitor all newspapers with 100,000 circulation,
increase its staff to ensure these papers are clipped
promptly and xeroxed for all offices it services,
and be fully operational by the beginning of
Phase Two.
Approve
Disapprove
Comment
4. That no additional campaign press summary be
instituted but that the Buchanan-Allin Presidential
news summary be available to top-level campaign staff
and supplemented with regular campaign news supplements.
Approve
Disapprove
Comment
5.
That a full-time person be assigned to Klein's staff
during Phase Two to monitor all editorial endorsements,
prepare Presidential thank-you letters for endorsements,
and circulate weekly lists of editorial endorsements
to campaign staff.
Approve
Disapprove
Comment
need
wost
should
- 26 -
6. That the Klein research office service all other
campaign-related offices as the central repository
of information concerning editorial opinion throughout
the country and that an additional research assistant
be hired at the beginning of Phase Two to assist with
the media monitoring effort during the campaign.
Approve Comment he - allm Disapprove OLRNC
7. That an Articles Editor be assigned to Klein's staff
at the end of Phase Two to coordinate all media
requests for written articles and interviews
during the general election campaign.
Approve
Disapprove
Comment
you
- 27 -
TAB C
MR. COLSON'S OFFICE
AND
OTHER WHITE HOUSE OFFICES
Mr. Colson and his staff, in charge of day-to-day
coordination and planning activities, will continue to
develop appropriate plans and initiate follow-through
action outside the campaign. In addition, his office
will continue its key role of relating the President
and the administration to special interest groups and
opinion leaders. It will handle the major administration
speaker's bureau. It is expected that the latter will
involve working closely with the campaign organization
to establish the citizens support groups to rally support
from key professional, ethnic and other groups during
Phase Three.
White House Mailings
The Colson office would be expected also to continue
its role in funneling White House mailings to the RNC
mailing operation and be responsible for the content of
such mailings, except those directed to the media
(Klein mailings). During Phases Two and Three particularly,
any White House mailing must be scrupulously considered for
- 28 -
political content, especially media mailings, to ensure
that mailings from the White House be strictly limited
to bona fide government matters.
Speakers Bureau
The planning involving "spokesman resources" for
the 1972 campaign is being handled separately and
recommendations have already been made for the initial
stages of the campaign.
Currently, the scheduling of key spokesman from
the executive branch is handled by the Colson-O'Donnell
operation while members of the House and Senate and the
governors are scheduled by the RNC. Political events
which cannot or should not be filled by a key Administration
spokesman are referred to the RNC while non-political
events which cannot or should not be filled by key
Administration spokesmen are referred to appropriate
departments or agencies.
Of key relevance to this plan is the recommendation
by the Spokesman Resources task force that the number
of individuals considered "key" campaign spokesmen for
the Presidential ticket be kept relatively small to enable
the operation to provide adequate support (TV, other media,
etc.), avoid confusion and enhance their status and
effectiveness for the President.
- 29 -
Stated another way, there must be adequate staff
support to ensure maximum use and effectiveness of key
Administration spokesmen.
It is assumed that responsibility for scheduling
the key Executive Branch spokesmen (White House staff and
Cabinet) will remain in the White House throughout the
campaign. It is also assumed that although the RNC
currently handles other spokesmen, the Campaign Committee
will take over this responsibility during Phases Two and
Three. This is strongly recommended to ensure the
control and close coordination essential to the best
interests of the candidate.
With a separate Speaker's Bureau at the Campaign
Committee to handle schedules for all but the very top
Administration speakers -- including political events
for other Administration speakers (sub-cabinet and
certain agency heads) and surrogates (Members of Congress,
Governors, celebrities), it is essential that a media
coordinator be assigned to the Campaign Committee
communications staff. This person would be charged
with arranging all media activity for speakers scheduled
by the Committee's scheduling staff, relying upon the
campaign TV Director for assistance in arranging television
appearances in local areas.
- 30 -
In 1968, a member of the Klein staff was assigned
this task. The experience in 1968 points out a major
problem which must be avoided in 1972 -- too short notice
of schedules to ensure maximum media exposure for speakers
and surrogates. The campaign committee scheduling staff
must work very closely with the scheduling media coordinator
to ensure advance information necessary for arranging the
widest and most effective media coverage.
It is also recommended that the Klein operation,
which has the greatest knowledge and clout with the
regional media, remain responsible for arranging media
contacts for the key Administration speakers scheduled
by the White House. Furthermore, the appropriate persons
on the Klein staff (Snyder for television and Shumway
for the printed media) would coordinate closely with
their counterparts on the campaign committee communications
staff. Again, non-Administration contact would be
separate.
Briefing of Speakers
It is essential that the campaign Speakers Bureau
be able to contact all administration and surrogate
speakers around the country at any given time, particularly
so during Phase Three. With news breaking rapidly --
- 31 -
it is crucial that when something major breaks these
speakers not be in a position of either not being able
to comment or commenting in ten different ways.
As the campaign progresses, it also becomes far
more complex to keep all speakers briefed on the
Administration position on all key issues. The complaint
persists that departmental and agency spokesmen continue
to plug their own programs while failing to mention or
give credit to the President. There may be many reasons
for this. One is no doubt a lack of familiarity with
and confidence in talking about programs outside their
speciality, even though they have glanced at the many
fact sheets provided for this purpose.
One possibility for ensuring spokesmen are better
briefed would be to make available to them an administra-
tion position manual or briefing book. Its basis could
be the 30-month report and later the three-year report
which no doubt would become the basic position paper during
Phase Two. It could be prepared in a looseleaf binder,
by subject, much like the Nixon Issues book used in
1968 (which consisted primarily of quotes by the candidate,
arranged by subject). As positions and accomplishments
are updated, new fact sheets could be substituted for
the old.
wonhavele
- 32 -
Such a book could also include a weekly or period
summary current talking points or issues to be emphasized
(perhaps in another color, for emphasis) to be inserted
in the front of the book.
It is recommended that such an administration position
manual/briefing book be compiled and available to speakers
by February 1. This could be prepared by the RNC
research division.
As the political climate heats up, administration
and surrogate speakers must be sufficiently knowledgeable
of the political situation -- both candidates and issues --
in the areas to be visited. A system for briefing
speakers of political items is essential and proposals
along these lines are expected from the task force
on Spokesmen Resources.
In addition, however, as the campaign progresses
and nominating conventions and primaries of both parties
take place, the number of politicos a speaker must be
aware of in each new area he visits multiplies. Again,
the need for an up-to-date fact book of some kind would
seem the most useful way of keeping speakers informed.
Participants in the 1968 campaign will recall the
so-called "Red Book" which included political, demographic
and media information of a non-sensitive nature. It was
- 33 -
prepared for use after the convention and only 25 copies
were available to key campaign staff. As new information
became available on candidates, etc., inserts were
provided to replace the outdated pages.
Consideration should be given to bringing the 1968
"Red Book" up-to-date, and providing a complete version
for key White House staff and campaign staff a condensed
version for speakers. This could also be done by the
RNC research division which already prepares related but
less comprehensive information.
Summary of Key Recommendations --- Mr. Colson's and
Related Offices
1. That White House mailings continue to be coordinated
through the Colson staff and handled by the RNC.
Approve
Disapprove
Comment
2. That key campaign spokesmen continue to be scheduled
through the White House and that their media arrangements
continue to be coordinated through Klein's office.
Approve
Disapprove
Comment
3. That, assuming that a separate Speakers' Bureau is
established under the Campaign Committee, a speakers media
coordinator be added to the Committee's communications staff
to arrange media schedules for other speakers.
- 34 -
Approve
Disapprove
Comment
4. That, to ensure all speakers are fully briefed on
issues and political related subjects, consideration
be given to having the RNC prepare (1) an issues briefing
book, and (2) a condensed version of the so-called 1968
"Red Book. "
Approve
Comment
womb Disapprove handa
35
TAB D
THE REPUBLICAN NATIONAL COMMITTEE
The Director of Communications for the Republican
National Committee would continue to act as the Party's press
secretary through all three phases of the campaign. He would
participate on the Communications Policy and Planning Board
and closely coordinate the RNC's broad PR activities with
those of other key campaign communications offices.
The campaign will rely heavily upon the RNC for opposition
research and attack material -- and the actual attacks on the
opposition. Through the Chairman's speeches, releases and the
publication Monday will come the attacks and snipes at the
opposition. A program for coordinating opposition research and
its uses is already in existence and involves Pat Buchanan and
Ken Khachigian at the White House, the Citizens Committee and
the RNC. It is essential.
The Answer Desk
The 1968 Answer Desk operation provided a daily summary
of both answers to the opposition's charges and lines of attack
against the opposition. This type of information is invaluable
to all communications offices, to the speakers and surrogates,
and to state and local committees and Republican candidates.
The RNC should revive the Answer Desk to be fully operational at
the beginning of Phase Three.
36
The Truth Squad
As in 1968, the Truth Squad, consisting primarily of
Senators and Congressmen, should be tailing the opposition
presidential and vice presidential candidates during the general
election campaign. This activity, while coordinated through
the RNC, requires close coordination with the scheduling staff.
Two ingredients are essential to the success of the Truth
Squad program: (1) a good briefing system, and (2) broad
media contacts. It is not enough for the Truth Squad to appear
in a city the day after the opposition candidate and attack
him. The Truth Squad needs good material which will make news
and the local news media have to be alerted and present to report
it. In 1968, a member of the Truth Squad would sometimes
call the Klein office five minutes before an appearance asking for
suggestions on what to be said. A last-minute check-in is im-
portant, but a specific person of high caliber and knowledgeable in
press relations should be assigned (at the RNC or at the campaign
committee) to provide useful and newsworthy ammunition to the
Truth Squad and to make the key news contacts. This person
should be in constant touch with the Truth Squad to keep the
participants informed at all times. This person would work
with the Communications Policy and Planning group. In addition,
a competent press aide should be assigned to travel with the
Truth Squad and make arrangements for press conferences and other
appearances.
37
Publications
The RNC communications staff would continue its publications
of Monday and First Monday, print party literature of all types
(initially including publications prepared by the Campaign
Committee), and put out various special publications (such as
the 30 Month Report.) Close coordination between the RNC and
Campaign Committee publications staffs will be essential. (To
be discussed in further detail in section on Campaign Committee.)
The RNC print shop should be utilized although there should be
some creative capability aboard the campaign.
Mailings
The RNC has the central mailing list which will be used by
the Campaign Committee as well as the White House. The heavy
demands on this system will require an expanded staff and an
efficient system or the result would be chaos. A thorough study
of its capability and foreseeable demands on it during all
stages of the campaign should be made at the earliest date to
determine how the system should function, staff needs, equipment
needs, list expansion, etc., 50 that the operation can be
fully operational by the beginning of Phase Two.
In addition
stops
hould be taken immediately to make the
system availabletto the Campaign Committee during Phase One.
Audio-Television
The RNC is now equipped to feed video cuts to something in
excess of 100 television stations around the nation and is in the
38
process of expanding this operation under David Green. This
should be kept under the jurisdiction of the RNC and Green.
However, Green also has established a spotmaster system for
audio cuts for radio stations. This is a most valuable weapon
and should be placed under the direct and absolute control of
the Campaign Committee. A top-notch audio staff should be hired to
merchandize this system, particularly in key areas. Investigation
should be made of the cost of installing an audio system in
key centers across the country where it could be used to (1)
merchandize cuts prepared generally in Washington; (2) prepare
cuts for distribution to Washington and other centers; and (3)
have a call-in number available for radio stations in the smaller
markets where it would not be worthwhile for the campaign to
make the needed telephone calls.
The campaign communications staff should investigate the
cost of a nationwide ATSS system of broadcast quality from the
convention to election day for use as audio feed.
Obviously, there will be coordination between Green and the
campaign audio staff, but Green's activities should be restricted
to his successful -- and expensive -- video operation after
Phase One as the campaign moves more fully into a good-sized
audio operation for radio.
Summary of Key Recommendations - Republican National Committee
1.
That the RNC activate an Answer Desk operation to provide
daily summaries of both answers to the opposition's charges
and lines of attack against the opposition, and that this
39
be fully operational at the beginning of Phase Three.
Approve
Comment
purshably atcomment Disapprove
2.
That the Truth Squad program be coordinated through the
RNC and that a full-time press/PR man be assigned to handle
material.
Approve
advance media contacts and provide briefing and harlly speech
Disapplove
love
Comment
where
3.
That the RNC mailing operation be used by the Campaign
Committee as well as the White House and that an immediate
study be made of the system's capability and demands on it
throughout the campaign to ensure full operational ability
at the beginning of Phase Two.
Approve
Disapprove
Comment
4.
That the RNC continue to handle its video operation but that
the spotmaster system for audio cuts for radio stations be
placed under the control of the Campaign Committee.
Approve
Disapprove
Comment
40
TAB E
THE CAMPAIGN COMMITTEE COMMUNICATIONS OFFICE
(Citizens Committee to Re-Elect the President)
No more important addition to the campaign communications
staff will be made than that of Public Affairs Director for the
campaign committee. This person must be experienced in dealing
with the press. He must be a good administrator. He must be
able to work well with people as well as meet people well. He
must also have considerable political savvy as it will be his
responsibility to act as the day-to-day spokesman for the
campaign itself. Especially sensitive will be his role during
the primaries where successful strategy will be heavily dependent
on what the press interprets that strategy to be.
The role of the campaign's chief PR man will greatly
depend on the background and qualifications of the person who
fills it. If it is someone with a knowledge of the President's
positions, who is known and respected by the key White House
staff, he can be a political spokesman of considerable impact
during the campaign. If it is an unknown technician, his role
will be limited to answering routine press queries. Above
all, the primary spokesman will be the Campaign Chairman.
The specific responsibilities of the PR Director will
include:
1.
Serving as spokesman for campaign mechanics and
committees and assisting the Campaign Chairman in his
spokesman activities.
41
2.
Supervision over the communication's divisions broad
activities, including news releases, publications,
mailings and contacts with the printed and electronic
media.
3.
Participating in over-all campaign communications
strategy through membership on the Communications
Policy and Planning Board.
4.
Developing and implementing an effective PR strategy
involving the respective state and local organizations
in the key primary states.
During Phase One, the PR Director's role will be primarily
one of establishing the perimeters of his operation. While
there will be limited releases, mailings, etc., his major role
will be to establish an organization and system for handling
these, hiring the personnel, and gearing up for Phases Two and
Three. His key role during Phase Two will be described in a
separate section on the primaries. The following description
of organization and functions applies to both Phases Two and
Three.
Deputy PR Director - The News Bureau
While the PR Director may write the initial releases,
he obviously should not be taking on this job. By the beginning
of Phase Two, he will need a deputy. This should be a newsman
who can back him up in all key responsibilities.
42
The deputy would also become the head of the News Bureau,
supervising one or two good newsmen-writers who can quickly
turn out news releases and other copy. He would also be re-
sponsible for the utilization of "planters", staffers who can
personally visit editorial offices to promote lines or stories.
The regular news bureau staff would hopefully be able to
handle this function in Washington, but one member of it should
be specifically designated for planting. Regional PR repre-
sentatives would act as planters in other major metropolitan
areas (see later section on PR network).
Radio-TV Director
Another professional newsman with broad TV experience
should be brought on during Phase Two to work with TV and Radio.
His responsibilities would parallel those of Al Snyder in Klein's
office, but would concentrate on campaign-related uses of
national and regional television. Whereas Snyder helps
schedule Administration speakers on television, the Campaign
Radio-TV Director would schedule the Campaign Chairman and
assist non-Administration surrogates (Senators, Congressmen,
Governors, etc.) and the Truth Squad in making maximum use of
television throughout the country. It is essential that he
and his counterpart in the White House coordinate their activities
very closely and have clearly defined roles in this area.
The Campaign Radio-TV Director would also direct the Spotmaster
program (described under the RNC) and closely coordinate his
efforts in this area with David Green and the RNC.
43
Campaign Photo Office
In addition to a full-time Photo Editor, whose responsibilitie
were described in relation to the White House Photo Office, the
campaign committee should have full-time photographer on
board early in Phase Two.
Operations - Support Staff
Campaign press operations are always marked by a certain
amount of chaos and tension -- but this can be limited by an
efficient operation. Nothing creates chaos more instantly than
the lack of typists, duplicating facilities and personnel,
messengers or supplies.
Administrative Assistant: The campaign communications
division should have a capable administrative assistant
in charge of the day-to-day operations of the staff,
including support personnel, supplies, expense accounts,
equipment purchases and rentals, volunteers, etc. He or
she would need one secretary.
Printing and Production: It is recommended that dupli-
cating of news releases, etc., be done in-house (while
mailings would be handled by the RNC). This will require
duplicating machines and high-speed xeroxes. Personnel
will be required on a two-shift basis in the fall,
probably a trained machine-operator-mechanic supported by
two others, working on a shift basis. These could be
supported by volunteers.
Telecommunications: Two well-trained persons, again working
44
on a shift basis, familiar with the operation of telex,
teletype, magic carpets (telecopiers), etc., are needed
to keep campaign headquarters in constant touch with all
offices related to the campaign, including the traveling
party. The duplicating and telex specialists should be
part of the general campaign staff.
Research Assistant: As has been recommended earlier,
the RNC research division should be geared up to service
all other campaign-related research offices, the Buchanan-
Allin staff would be responsible for news summaries and
the Klein office would remain the central repository for
editorial and other media opinion throughout the country.
The Committee's research assistant would be able to call
upon all available resources to service the campaign
communications staff. He or she would also be responsible
for monitoring the wire services for the Committee News
Bureau.
Typing Pool: In addition to the regular secretarial staff
(one-to-one), a typing pool of at least three competent
typists will be needed for typing releases, publication
drafts, stencils and letters on a shift basis as the pace
increases.
Telephone Operators/Receptionists: At least two and
probably three would be needed to ensure phones are manned
at least from 8 a.m. to 10 p.m. in Phase Three.
45
Mailings
The Campaign Committee will require a broad mailing program
for various types of mailings, including its own releases,
campaign literature, surrogate candidate speeches, position
papers, fact sheets and publications.
Questions have been raised as to whether the Citizens
Committee should develop its own mailing list or use direct
mail operations rather than the RNC.
The RNC mailing list was greatly expanded and made more
sophisticated specifically with 1972 in mind. Now would be
very late and very expensive to develop a duplicate system.
While the RNC mailing operation and its mailing list need
expansion and a thorough study (as recommended earlier), it
seems logical to continue to rely on this for most mailings.
There is time to improve the system and adapt it to the needs
of all offices concerned.
As to the point raised that the RNC mailings might take
priority, a good system headed by a competent individual under
Nofziger, should allow for competing demands to be handled
on an equitable basis. There may also be an advantage to having
one person totally familiar with all political mailings from
the various communications offices.
In addition, however, the Campaign Committee should have
access to a direct mailing house for specialized mailings or
crash mailings which the RNC cannot handle.
46
Publications
While this plan is not intended to detail a publications
program, it seems appropriate to mention considerations of what
is involved to determine staff needs.
The Committee will naturally be putting out brochures, fact
sheets of some kind in attractive form, flyers, etc. Certainly
attention should be paid in advance to attractive campaign
speech folders. The Family Yearbook was enthusiastically re-
ceived by everyone and consideration should be given to a
similar publication in 1972. Consideration also should be
of
given in advance to a form/enthusiastic campaign newspaper.
In 1968 the Nixon Nominator and later the Nixon Elector was a
weekly tabloid with broad circulation of campaign news. It
serves as a good model.
A publications director is essential by the beginning of
Phase Two. In 1968, Frank Leonard handled most of these
assignments and consideration should be given to bringing
Leonard down from the RNC later to take on this task again.
Lyn Nofziger already has indicated a willingness to part with
Leonard for this purpose. It may also be possible, after the
convention, for Leonard to supervise this type of publications
program of both the campaign and the RNC.
Once the publications director is on board, his immediate
assignment should be to develop a long-range plan for all
committee publications during Phases Two and Three. This would
then be the basis for determining his staff needs -- artist,
layout man, and so forth.
47
National PR Network
It is recommended that an advance plan be developed for a
broad utilization of PR support in the key regions or states
during the 1972 campaign.
There are various possibilities, depending upon tasks to
be assigned and budgetary limitations. PR or newsmen could be
hired either part-time or full-time or could even volunteers
in some cases. Normally they would be hired locally, as part
of the state campaign committees, but in some states the
Republican State Committee PR directors might be used. Their
operation could cover a region, a state or a metropolitan area.
Although additional planning is necessary, it appears
clear that full-time state campaign PR representatives could
be most useful in the key electoral states -- New York, Texas,
Pennsylvania, Illinois, Ohio, Michigan, Florida, New Jersey,
Massachusetts and California (with the latter having a northern
and a southern contact).
These PR representatives could handle a variety of tasks.
They could assist locally in scheduling surrogates and the
Truth Squad. They could coordinate with the national campaign
committee and appropriate state campaign committees to issue
press releases on issues of special interest to the area and
state involved as well as releases announcing the arrival
and schedules of Administration speakers, surrogates and the
Truth Squad. They could assist these speakers in making
maximum local media use of their speeches and remarks. They
would be responsible to the respective state campaign
chairmen with a liaison with the national PR Director.
The PR representative could receive key speeches or
releases by telex from campaign headquarters, reproduce
them and have them delivered to key newspapers and TV
stations within hours. He could serve as a "planter" --
delivering them personally to editors and editorial writers
and thereby maximize coverage in his area.
The Weekly Press
The relationship established between the Klein office
and the weekly press provides a helpful foundation for an
expanded effort to develop the resources of the weekly news-
papers during the 1972 campaign. For that purpose, it is
recommended that one press assistant be hired whose primary
task would be to cultivate the weekly press. This would
include special mailings of editorial or other material
of particular interest. Hopefully, regional or state PR
representatives could also be enlisted in this effort.
49
CITIZENS - INTEREST GROUP DIVISION
In 1968, Citizens for Nixon-Agnew had a central press
office as part of the Washington headquarters and the press
secretary was generally responsible both to the head of the
Citizens group and to the communications office on New York.
It was not a strong PR operation.
Certainly a Citizens group will again be set up in 1972
to rally support from professional, ethnic and other special
interest groups. This division should have a strong PR
director who is directly responsible to the Campaign PR
Director.
The Citizens' communications office will also be putting
out a flurry of releases, under varied letterheads ("Lawyers
for Nixon-Agnew, ""Polish-Americans for Nixon-Agnew," etc.)
and mailed to the general press as well as specialized
pertinent publications. It is recommended that the Citizens
also rely upon the RNC mailing operation. Unless this group
is located very near the regular campaign committee, it will
need a separate communications support staff, including
duplicating equipment.
A detailed communications plan for the Citizens group at
this time would be premature. However, it is strongly re-
commended that a high caliber PR man be hired by next spring
so that he may be able to build a strong PR operation able to
function effectively as the Citizens campaign is launched.
50
Ethnic and Foreign Language Press
Through the various ethnic citizens groups, the Citizens
Division PR Director will naturally be working directly with
the ethnic press. This area will require close coordination with
the RNC Heritage Division as well as with Stan Scott in Klein's
office, as has been previously mentioned. Klein's staff can
be expected to continue working directly with key national
specialized press, such as the Catholic press.
Another group which will require special attention is the
foreign press. In 1968, Klein's staff handled individual
and group briefings for the foreign press with the key
foreign policy campaign advisers. In 1972, dealing with the
foreign press will be especially sensitive as any statement
from anyone representing the President can be interpreted as
foreign policy. For this reason, it is recommended that
contacts with the foreign press and foreign language press
be handled by Ziegler's and Klein's offices, except for
routine queries directly involving the campaign. A volunteer,
such as Pier Talenti, could serve as liaison without being
a spokesman.
Summary of Key Recommendations -Campaign Committee
1. That a strong PR Director, with a news background
and abilities as an administrator, be hired as soon as
possible.
Approve
Disapprove
Comment
-.4
2.
That a Deputy PR Director, able to back up the Director
in all areas, be on board by the beginning of Phase Two,
Approve Comment and that this need person him also head Disapprov the News Bureau.
3.
That a Radio-TV Director be hired early in Phase Two to
coordinate campaign-related uses of national and regional
television and radio, including appearances for speakers
Liss Inthis
and surrogates, working closely with the Klein operation
(Snyder).
Disapprove
Approve Comment
4.
That a Campaign Photo Office be established early during
Phase Two, including a photo editor and one photographer
(see earlier recommendation, TAB A).
Approve
Disapprove
Comment
5.
That an efficient and adequate support/operations staff be
hired early in Phase Two -- administrative assistant,
research assistant, printing and production staff, tele-
communications staff, typists, messengers, receptionists --
under the direction of the PR Director.
Approve
Disapprove
Comment
52
6.
That, as has been recommended earlier, the Campaign
Committee rely on the RNC mailing operation but also have
access to a direct mailing house for specialized mailings
or crash mailings which the RNC cannot handle.
Approve
Disapprove
Comment
7.
That a publications director be hired at the beginning of
Phase Two and that he be directed to immediately develop
a long-range plan for committee publications and staff
need.
Approve
Disapprove
Comment
8.
That a plan be developed for a broad utilization of PR
support in key states or regions -- a national PR network --
to make maximum use of regional and local media (see also
next section on primaries.)
Approve
Disapprove
Comment
9.
That a weekly press media coordinator be hired during
Phase Two to expand coverage and support from weekly press.
Approve
Disapprove
Comment
53
10. That a high-caliber PR/newsman be hired early enough
during Phase Two to prepare a detailed communications
plan for an effective media operation for the Citizens/
Interest Group Division during the General Election
Campaign.
Approve
Disapprove
Comment tigens
11. That contacts with the foreign press and foreign language
press covering the campaign be handled by Klein's and
Ziegler's offices, with the help of a volunteer such as
Pier Talenti.
Approve
Disapprove
Comment
54
TAB F
THE PRIMARY ELECTIONS -- COMMUNICATIONS STRATEGY
The previous section was geared primarily to the general
election campaign. Obviously, the primaries precede it in time
sequence. However, for purposes of this plan it seems logical
to consider first the dimensions of the complete organizational
structure and personnel needs for the all-out general election
campaign and then to draw upon this to determine the specific
needs for the primary stage.
The twenty primary elections -- opening with New Hampshire
on March 7 and closing on June 6 with California, New Mexico,
South Dakota and New Jersey -- will involve varying degrees
of Presidential preference.
The extent of the President's participation will naturally
be determined by the respective state primary election laws
as well as by strategy decisions outside the scope of this plan.
However, it is strongly recommended that a separate communi-
cations plan be developed for each primary state, irrespective of
the degree of Presidential participation.
The preliminary plans should be developed in consultation
with the Communications Policy and Planning Board by the
campaign PR Director who obviously must have access to infor-
mation regarding strategy from the Campaign Director.
Preliminary plans for New Hampshire and Florida, as well as
Illinois, should be ready no later than January 1 so that these
may be thoroughly discussed and hashed over by the Communications
Policy and Planning Board. Plans for the April primaries
55
should be ready soon after that, followed by plans for the
May and June primaries. Naturally, these will be refined based
on experience and political exigencies.
The need for thorough planning for a subtle but coordinated
communications effort throughout the primary stage reinforces
the recommendations made earlier that the Campaign PR Director
be of the highest caliber and that he be on board as early
as possible. Because he would be responsible for both planning
for the primaries and for establishing the campaign communi-
cations operation building up for the general election
campaign, he will obviously also need a strong deputy early.
The importance of planning communications strategy to
supplement political strategy cannot be exaggerated. Each
primary is big news, regardless of Presidential participation,
not only in that state but nationally. What the candidate
says and does, what his supporters say and do and what the
opposition says and does is national news. The way the media
reports and interprets what happens during the primaries
sets the stage for the general election campaign.
The President may run unopposed in most of the key
primaries. The headline we would want to see -- the inter-
pretation sought -- from an unopposed primary election would
be "President receives strong endorsement from state Republicans
in Surprising Large Turnout" instead of "Poor Turnout Indicates
Republicans Lukewarm for Nixon." A successful communications
strategy would create the expectations leading to the first
56
headline -- a lack of coordination over key campaign spokes-
men could result in the second, with the turnout being exactly
the same in both cases.
The key to such a communications strategy is to have a
full-time PR/Press representative in each of the primary states,
except probably D.C. and Rhode Island. These would work for the
respective state campaign committees but they should also
work directly with the campaign PR Director in Washington.
They should be on board in ample time to become totally familiar
with the state political situation and should already have
well established press contacts.
In some cases these state PR representatives might stay
on, after the primary, as the state or regional PR contact
recommended earlier as part of a National PR network for the
general election campaign. In a few cases, a PR representative
may be able to handle two states or move from one after its
primary is over (such as Florida) to another (West Virginia).
The state PR man would be able to detect far in advance
the local nuances of the election as the campaign in his state
progresses. He would be a state spokesman on matters related
to the campaign. He would be able to assist in handling
media contacts for speakers and surrogates who appear in his
state. He should be reporting, almost on a daily basis, to
the PR Director in Washington to ensure coordination of
communications as his primary approaches. He would be getting
from Washington a constant flow of useful information and
material -- telexed copies of Presidential speech texts
57
of particular relevance to his state (which he could then
deliver to the newspapers or base releases upon), the cam-
paign's interpretation of news developments and so forth.
The state PR man would also work with all the national
newsmen who will pour into his state as the primary approaches --
assisting them with the appropriate contacts and providing
them with good story material.
In addition, it is important that the national PR Director
and the Communications Policy and Planning Board be totally
familiar with the political situation in each of the primary
states. He should have visited them in advance to ensure a
good, personal working relationship with the state PR
Director and to obtain as much information as possible. He should
be in the state if the President appears there. Further, it
is recommended that he consider being in the key primary
states in the final week or so as the national press arrives
to assist as appropriate. (There would be exceptions if the
President or a stand-in is not on the ballot and/or low
visibility and an impression of little interest from Washington
is a strategy goal).
The Director of Communications, Herb Klein, also should
visit most primary states to check on the operation, to brief
local newsmen and to develop news regionally and nationally.
There would be some states he should not visit to keep
operations at a low key.
The fact that several other states have followed the
pattern of Wisconsin and Nebraska to, in effect, require the
58
President's name be on the ballot requires that the campaign
communications staff and structure envisioned for the general
election campaign be almost fully operational by March.
Throughout the primary campaign months, the Washington office
communications support activities will be extensively drawn
upon. The basic organizational structure and the key staff
must be operational when the primaries begin.
For reference, the primaries are listed by date below:
1972 Primary Election Dates
March 7
New Hampshire
March 14
Florida
March 21
Illinois
April 4
Wisconsin
April 11
Rhode Island
April 25
Massachusetts
Pennsylvania
May 2
District of Columbia
Indiana
Ohio
North Carolina
May 4
Tennessee
May 9
Nebraska
West Virginia
May 16
Maryland
May 23
Oregon
June 6
California
New Mexico
South Dakota
New Jersey
59
Summary of Key Recommendations -- Communications Strategy
During Primary Elections
1.
That the Campaign PR Director develop preliminary
communications plans for each of the primary states in
readewed
and
approved
by
the
Communications Policy and Planning Board (as well as
the Campaign Director and/or appropriate strategy board) .
Approve
Disapprove
Comment
2.
That a full-time PR/Press Representative be designated
in each primary state (with few exceptions) well in
advance of each primary.
Approve
Disapprove
Comment
3.
That the basic organizational structure be established
and key staff be hired for the Washington Campaign
Communications Office (as outlined in the previous section)
by the beginning of March to provide adequate support for
a successful communications strategy during the primary
campaigns.
Approve
Disapprove
Comment
60
TAB G
THE CONVENTION
While a much more detailed plan will have to be submitted
in the spring, it is especially important that planning for
a smooth communications effort at San Diego be made far in
advance of the convention.
What happens at the convention -- and its coverage -- will
set the tone for the general campaign. It is especially vital
to keep in mind, assuming no major contenders, that news will
be slow. Reporters will be looking for controversy -- which
makes news -- and they will play up the smallest squabbles
and create headlines from the most minor disagreements. The
platform hearings will become the first opportunity for sowing
the seeds of dissention, followed by state delegate meetings
and then the convention itself.
Nothing can be more important than a well planned effort
to fill the news vacuum with a constant flow of positive,
optimistic, interesting, human interest or hard news stories
and story opportunities by the communications team.
The RNC Communications - Press Operation
The RNC will have its own communications offices at the
RNC headquarters hotel. The RNC press staff will be responsible
for allocating space for the working press at the hotel and
the convention hall, for issuing credentials, for housing
allocations for reporters, and for operating the major dupli-
cating services. It will also work directly with the TV networks
to arrange coverage and facilities, coordinating closely with
01
the White House and campaign TV liaison staff.
A key function during the first days will involve PR
in connection with the platform hearings. Briefings should
be conducted at the RNC press headquarters for key Administration
and Republican leaders regarding platform provisions. This
effort must be closely coordinated with the Klein and Campaign
Communications Offices.
Campaign Press Center
This should be established and ready to function smoothly
by the time the delegates arrive and the platform hearings
begin. This would be a combined campaign communications/Klein
staff operation, separate from the RNC press headquarters.
The facilities would be used by Ziegler when the President is
in the city.
Facilities required would include a small working area
for the press, adequate staff offices (including an office for
duplicating equipment and the wires), and a large briefing
room able to seat at least two hundred people.
The Press Center would be staffed by the Campaign Committee
press center, Klein staff and adequate support personnel.
The staff should be prepared to develop a flow of news
stories, working with reporters on an individual as well as
group basis. In effect, with the RNC operation, there would be
double news opportunities.
As in 1968, twice daily briefings should be held, handled
and directed by Klein working closely with the campaign PR
62
Director. These briefings, at which key Senators, Governors,
Congressmen and other supporters are paraded before the press
corps, provide excellent opportunities for a coordinated
media effort. Each speaker is selected for maximum news impact
and carefully briefed before hand with a new news angle for
each performance. Klein's experience in two previous con-
ventions enhances the opportunity and makes error less likely.
Once the President arrives in San Clemente, Ron Ziegler
would utilize his normal press facilities there. When the
President is in San Diego, Ziegler would use the facilities of
the Campaign Press Center and handle all Presidential
briefings, statements, texts and similar material.
63
OUTLINE OF PERSONNEL NEEDS
Following is a general outline of personnel requirements
for the campaign communications staff and additional staff
recommended for other campaign-related offices:
PHASE ONE
Campaign Communications Office
Campaign PR Director
Secretary
Receptionist
Deputy PR Director
Secretary
PHASE TWO
Campaign Communications Office
News Bureau - 1 writer
Radio-TV Director
Audio staff for primary campaign
Secretary
Publications Director
(Staff to be determined by special plan)
Speakers Bureau Media Coordinator
Photo Editor
Photographer
Administrative Assistant
Receptionist/Typist
Typist
Messenger
Printing and production staff
Klein Staff
Deputy
Assistant Researcher
Buchanan/Allin Staff
Researcher to monitor campaign news and
compile special campaign summaries
64
PHASE THREE
Campaign Communications Office
News Bureau - 2nd writer
Audio staff for general election campaign
Publications staff for general election campaign
Additional printing and production staff, messenger
Typist
Truth Squad Media Coordinator (or RNC)
Klein Staff
Articles Editor
Staff Assistant to monitor editorial endorsement and
draft Presidential thank-you letters
W.H. Press Office
Designate or hire Campaign Liaison Officer
Citizens Division
PR Director
(Other staff to be determined by special plan)
COMMUNICATIONS STRUCTURE CHART
(by key functions)
Campaign Director
CAMPAIGN STRATEGY BOARD
RNC Chm.
P.R. Director
Ziegler
Klein
Colson
Nofziger
Campaign Press
Presidential
Administration
Project
Party Press
Spokesman
Press Spoksm.
Press Spoksm.
Managers
Spokesman
Campaign
White House
Nat'l Media Liaison
Special
Mailing lists
Releases
Releases
Print-TV-Radio
Interest Groups
Party Mailings
Campaign Publ.
White House
White House Media
Coord. W.H.
Green TV-Video
65
and Mailings
Photo Ofc.
Mailings
Mailings
Program
Spkrs. /Surrogates
Press Accred.
Media Research/
Key Speakers
Truth Squad
Media Liaison
Cand, Travel
Monitoring
Weekly Media
Media Corresp.
Party Publicity
Liaison
Ed. Endorsements
TV/Radio
Media Articles
Answer Desk/
Audio-Visual
Requests
Opposition Researc
Campaign Photo Of C.
Media Liaison/
Liaison - Senate,
Key Speakers
House, Gov's Races
Nat'l. PR Network
Members, Communications Policy & Planning Board (Klein Chm.)
COMMUNICATIONS STRUCTURE CHART
(by key functions)
Campaign Director
CAMPAIGN STRATEGY BOARD
RNC Chm.
P.R. Director
Ziegler
Klcin
Colson
Nofziger
Campaign Press
Presidential
Administration
Project
Party Press
Spokesman
Press Spoksm.
Press Spoksm.
Managers
Spokesman
Campaign
White House
Nat'l Media Liaison
Special
Mailing lists
Releases
Releases
Print-TV-Radio
Interest Groups
Party Mailings
Campaign Publ.
White House
White House Media
Coord. W.H.
Green TV-Video
C9
and Mailings
Photo Ofc.
Mailings
Mailings
Program
Spkrs. /Surrogates
Press Accred.
Media Research/
Key Speakers
Truth Squad
Media Liaison
Cand, Travel
Monitoring
Weekly Media
Media Corresp.
Party Publicity
Liaison
Ed. Endorsements
TV/Radio
Media Articles
Answer Desk/
Audio-Visual
Requests
Opposition Researc
Campaign Photo Of C.
Media Liaison/
Liaison - Senate,
Key Speakers
House, Gov's Races
Nat'l. PR Network
Members, Communications Policy & Planning Board (Klein Chm.)