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From Devan L. Shumway to Stans RE: suggestions for how to strengthen the Republican National Committee's communications division. 5 pgs. [Subject: Domestic Policy] [Memo], 12/27/1972
From unknown, to unknown asking that Kalmbach handle a matter mentioned in an attached memo. Handwritten response added by unknown. 1 pg. [Subject: White House Staff] [Memo], no date
Action memo from Haldeman RE: possible burial sites. 1 pg. [Subject: White House Staff] [Memo], 1/19/1973
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26145707
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WHSF: Contested, 16-13
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This file contains:
From Devan L. Shumway to Stans RE: suggestions for how to strengthen the Republican National Committee's communications division. 5 pgs. [Subject: Domestic Policy] [Memo], 12/27/1972
From unknown, to unknown asking that Kalmbach handle a matter mentioned in an attached memo. Handwritten response added by unknown. 1 pg. [Subject: White House Staff] [Memo], no date
Action memo from Haldeman RE: possible burial sites. 1 pg. [Subject: White House Staff] [Memo], 1/19/1973
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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
16
13
12/27/1972
Domestic Policy
Memo
From Devan L. Shumway to Stans RE:
suggestions for how to strengthen the
Republican National Committee's
communications division. 5 pgs.
16
13
White House Staff
Memo
From unknown, to unknown asking that
Kalmbach handle a matter mentioned in an
attached memo. Handwritten response added
by unknown. 1 pg.
16
13
1/19/1973
White House Staff
Memo
Action memo from Haldeman RE: possible
burial sites. 1 pg.
Friday, March 04, 2011
Page 1 of 1
COMMITTEE FOR THE RE-ELECTION OF THE PRESIDENT
DETERMINED TO BE AN
MEMORANDUM
ADMINISTRATIVE MARKING
E.O. 12085, Section 8-19-81 6-102 9-81
December 27, 1972
CONFIDENTIAL
By
cmp
Date
MEMORANDUM FOR THE HONORABLE MAURICE STANS
FROM:
DEVAN L. SHUMWAY
Van
SUBJECT:
RNC Press
Since we briefly discussed press relations at the Republican National
Committee, perhaps it will be helpful to you to have some of my
thoughts about the direction we might take and improvements we should
make in order to get maximum assistance from RNC to the President's
programs and to assure a continuation of the New American Majority.
I have no particular personal interest in the job as Deputy Chairman
for Communications, a position designed to tie all the communications
elements together.
I do think this position at that level with the title changed
slightly should be continued, since good communications within the
Party and with others outside the Party are essential and important
functions of the National Committee. I have drafted a prospective
organization chart for a sort of ideal start up. (See Tab A.)
The White House and National Committee Communications
The RNC has been responsive to the White House in all matters. The
RNC Public Affairs Director should be invclved in the decision-making
process as it concerns public relations at the White House. He
should attend meetings where decisions are made that affect his job.
Too often, it seems to me, the RNC Communications Director came in
on the last act -- and served only by taking actions without any
particular knowledge of why those actions are being taken or what
other moves or plans are being made to press a particular program.
He has been part of the ball game without knowing the game plan.
Assuming a strong hand at RNC, that is a mistake. With a weak or
uncooperative hand, it's probably the correct mode to take.
In any event, the Public Affairs shots will continue to be called
primarily at the White House for action by the RNC. However, the
ideas should be filtered through some working group before action
is demanded of RNC, which often has been getting conflicting orders
from a wide variety of persons.
-2-
I take the view -- both with RNC and the Departments --- that we are
a team, not a bunch of isolated duchys. That means our major
objective is to win. And with the National Committee it means to win
from the courthouse to the Presidency. That is one of the reasons
why I feel a weak and unfunded RNC is a mistake for the futúre of
the Republican Party. We need, it seems to me, a Committee staff
that takes an activist role in promoting the President's programs
and the GOP itself.
Let me cite one example of weakness right now. You will recall that
when I met with you some months back for our Press Department budget
meeting, I said the Committee for the Re-election of the President
should be authorized to purchase equipment for a good audio voice
actuality operation to feed free tapes to radio stations. That
was effectuated and, I think, worked quite well in the campaign.
The equipment, which cost about $10,000, is now at the RNC and is not
being used. Meanwhile, the DNC is carrying daily audio material.
This equipment should be put to work immediately. We should fund
a salary for Scott Peters, the CRP's former audio man, to take over
this task now. (See Tab B for what Governor Reagan is doing in
California.)
To conclude my general analysis, let me state that the RNC Communica-
tions Division could create one of the best systems in the nation
for getting out our message to the potential voter. With proper
funding, it could go into every populous state with a public relations
program that could be turned into a hard professional team to assist
our nominees for U.S. Senate and Congress in 1974 and our Presidential
nominee in 1976 at minimal cost.
But we must think ahead, beginning now.
What do we want to accomplish?
It. seems to me that our major objective should be as many Republican
senators, congressmen and governors as possible elected in 1974,
when it is quite possible that the President will need help in getting
his program for the final two years through the Congress.
There are also some very important intermediate and collateral
objectives:
1. Assisting the President in getting Congressional adoption
of his program for the next two years.
2. Helping to keep active the New Majority that elected
the President this year in pressing for his programs
and in electing Republican office holders.
-3-
3. Keeping a sense of unity within the Party despite
the possibility of derisive primaries in 1974 for Senator
and Governor in many states and the probability that we
will have more than one candidate for President at the
Convention in 1976.
Obviously, the Republican National Committee, even under the most
ideal circumstances and the best leadership, can't do all this alone.
But it can assist -- if allowed and encouraged to do SO. It can
work with the states, with the Hill and with newspapers, showing
some initiative and imagination.
I should point out that I have not studied the present RNC press
setup in any detail. Therefore, I have the advantage of not being
influenced by the status quo. It is my impression that Tom Wilck,
the present Public Affairs Director, has done an excellent job.
Some methodology
National Public Affairs Director -- As you will see from the organiza-
tion chart, I feel it is essential to give the Public Affairs Director
the rank of Deputy Chairman. With that kind of credential, he can
speak for the Party structure with all elements of the press, including
broadcast and written. He also can speak outside Washington with
some authority, if he is familiar with the current line. (I do not
like the title "Director of Communications" It connotes to me someone
who deals with telephones or radios.)
The Deputy Chairman for Public Affairs should have responsibility
for the Research Division, because it really relates to publications
and for the printing plant, for the same reason.
The ideal man would be one who has worked with the White House and
knows the players and the plays. I have no nominations, but I am
sure Ambassador Bush can find such a man.
State PR Capability -- A key element in the system I propose -- and
something that is not being done now -- is establishment of fulltime,
paid, public affairs directors in each of eight key states, plus
volunteer PA officers in the remaining states. I feel that salary means
control, so these men should be paid from the national headquarters.
I expect they would cost about $12-15,000 each. We should headquarter
these men in the key states and make them regional PR men, although
they must be limited in their travel expenditures because a natural
tendency is to travel often and expensively if possible. Office space
could be provided through the states' Republican organizations. (See
Tab C for regional plan.)
-4-
As you know, I had at least one man (and often more) in each state
during the campaign. Most were unpaid. They were of substantial
assistance in placing surrogates, monitoring the press and, getting
out statements for prominent local Republicans. I propose the new men
undertake the same responsibility: assist in getting maximum coverage
for Party spokesmen and Administration leaders, serving in some cases
as advance men; establish a nationwide press monitoring system so we
can assure we are getting at least an even break; and be available to
issue statements for state Party chairmen and other Republican leaders
supporting the President. (I believe this will be more often than
now appears to be the case.)
I don't want to get too detailed in this memorandum, but I believe
these people should have either biennial or quarterly meetings in
Washington to discuss their role -- and keep them pepped up. We can
have Administration leaders appear before them for talks and Q and A's.
Audio-Video -- Gradually, we should build a capability for regional
audio actualities -- either fed to stations in the region from Washing-
ton or, more ideally, fed from Washington and supplemented with
regional material and then furnished to the stations on a daily basis.
With someone focusing on this, we can use them as newsmaking vehicles,
too.
Publications -- I am hard put to see what is accomplished by the
publication of Monday which costs the Party literally hundreds of
thousands yearly and goes to people who already are on our side. I
would suggest cutting it back to once a month and making it informative
rather than caustic. The Publications Division could use the money
saved to get the message out to the press through mailings of fact
sheets, like the present Herb Klein sheets that go out to editorial
writers and to candidates for national, state and local office. It
could also furnish Party headquarters in each of the states with
much, much more information than at present. Help in this area is
critical.
Press Relations -- At present, everyone at RNC seems to have his own
PR man -- the Chairman, the Vice Chairman, the Co-Chairwoman. That's
no way to present a uniform message. The Chairman certainly should
have his own speechwriter working within the Public Affairs Division,
but the PR capability should be under one tent. This would 1) save
money and 2) utilize manpower in a more meaningful way.
Mailings -- Assuming that the White House mailing program, which now
is actually handled physically at RNC, is going to move to the Committee
totally, it should also be under the Office of Public Affairs. Kathleen
Balsdon should be moved over from the White House to handle it. She
did during the campaign and she's quite good at it.
-5-
Presidential Initiating -- I am assuming the RNC will have responsi-
bility to work with the Congressional leadership for press releases
and speeches supporting Presidential initiatives. That could easily
be done by working with Bill Timmons' office at the White House and
with Bob Hetherington (of Senator Scott's office) and Bob Hartmann
(of Congressman Ford's office). I would suggest regular planning
meetings, either weekly or daily depending on what is happening on
the Hill. Although the Special Groups liaison will be handled by the
White House, the mailings and press releases to and for these groups
should be done through the RNC Public Affairs group. The Press
Office also should handle writing speeches for and working with
Republican governors, Republican state chairmen and Republican women's
groups. (For the latter purpose, I would suggest at least one woman
public affairs expert on the staff. Jackie 0' Connor, who is there
now, is an excellent writer.)
In this memorandum, which is much longer than I expected it to be,
I have tried to deal with generalities. But the thrust of it all is
simply this: we need a revitalized RNC Public Affairs Office that
really digs in and works with the White House and the states to keep
moving what the President started in November -- to establish the New
American Majority.
If I can be of any assistance to Ambassador Bush in further delineat-
ing the organization as I view it, I will be most happy to do SO. I
have not sent a copy of this memorandum to him because I did not feel
it would be appropriate. It touches on some of the problems he will
be meeting, however, so you may wish to pass along a copy -- if you
think it would be useful.
bcc: Mr. H. R. Haldeman
THE WHITE HOUSE
WASHINGTON
Have Kalmbach
Genelle
find 1 Nothour out departs were Rune /
by
ACTION MEMO
We need to check out burial opportunities at Yorba Linda as well
as Rose Hill and then update that whole plan.
HRH
1/19/73