Document 0qgDjdYXkqdpJkK7wVxn6NV6k

FILE NAME: US Gypsum (USG) DATE: Undated DOC#: USG073 DOCUMENT DESCRIPTION: Undated USG internal report re communication ideas regarding asbestos in school ceilings. ! H H I U J *CT^ *"1 *l.t I IfTSJ.I v .' .. .TABLE OF CONTENTS "" .,/ . PROGRAM RECOMMENDATIONS .U :.,,- .-- Introduction ............... ' i h S , * . . i ' ^Siv:..::;itMationA"alysis ...................... 2 . ...' ^^'^tibjectivas ..4\ ;**. / . . '**,,.. v'.strategies .......... g " '' " .... * 7 ' J*^^^4N^iCMIONS POLICIES 'aIto PRO^ioiLsS ' . ... ..*',>< v..? ;' ' . . . ^ y...^r,..,.-t^vtvr^,^--InfotAtion Sharing ... ^....... 23 vVi.-y..J'J';v. , . ' . Media Cont a c t ....... .............. ...... 25 News Dissemination ....................... 27 - *:" ". ' ^ . . -. APPENDICES LJ-- IT U J a *o * T M i in su <^t . ~p t *rj V, fi* * '.. !-/>i. . ' ^ J.->= . :" =: ' * -T* l*\A+ s 1* v*i,*?* PROGM^COMATI^ { % .. 'H K- ` ;v.v, 1 c -1- introduction U,S Gypsum has asked Hill and Knowlton to prepare an SfM&r'x- * . __ . Kv*/.: action program outlining communications ideas that might be ^ .useful in supporting its current legal efforts with regard ' , to .asbestos in school ceilings. It has also asked that we : Prepare a memorandum outlining steps that should be taken ^the event of media contact on the issue. The first part of --'y.'"l-':v memorandum addresses the first area, the second, the ' ...................L...a..tter.'"v- 'jt ?j .V'"*** ^?~T. S ' / v.. \ .y+r^u*f. . memorandum builds upon our January 11 memo. V ii . - V- . -./.a-:--. _ .. ... . < *CanmN eA nt *J ati oA MnsA a nM Jd projec.it.e- da At. iJ -m__e_It. _a1bles 'are ' ^ `^"contained in the Appendices. * ' At the outset, we should point out that communications., is not a talisman for "making an issue go away." The asbestos controversy is here to stay, and as we pointed out'" in our original memorandum to U.S. Gypsum, it may be that the company cannot "win" in any conventional sense. However, . . we believe that communications activities, carefully deployed in areas that are communications-sensitive, can support its * immediate objectives as well as effectively minimize negative attention from key .audiences. .. The following situation analysis provides the rationale for recommended objectives and activities. c C- I-- 1T I rrtr n ' l I 1-*siI *-,t . ~yt 7 C C T I Ml.I vV"' * Mt1 , c -ZSITUATION ANALYSIS * * starting point in M i n i n g this complex assignment/# . P ^ v f r :',V * looked at the eventual, cumulative impact asbestos : litigation could have on the company. Potential scenarios 0 - are: '.. iphat 1:116 com pany could become involved in so many >V recovery suits that resources must be diverted to sp*4...T . ,, . . ,, -- "Pitting out the brush fires- at the expense Of r v ' - ' r ............................................... , , , , . j^v: CttSd# planned, positive, communications. Ifll_a Sk '. ^. _ ** .That ? first I t a g against the company, or any : ...r, ^ ^ ^ O7tohtehre.xc-ocmcnmapnavay--itiwn-nv-lo-l- ve--d1ni.n+.*Vt.>h?roi-sr.-t`1y--pa-i~rer'tiLmi'^irntmiilngfiiH^m V W ' . - . ^ v m k m m ^ 'i e o a U L , by its legal prece&ent, trigger a domino " effect, adversely affecting the outcome of other _ Suits. (The opposite is a possibility, of course. . In that case, a clear legal precedent would . . . .obviously serve to vindicate the company, obviating . ` the need to carry out planned communications . . contingency activities.) . o That one or more adverse jury decisions could ; ... alarm the financial community as well as the r .. . company *s -shareholders. . ... .. o That as asbestos litigation continues, especially . .... if jury decisions go against the company or other L corporate defendants, publicity about the suits can bubble up into the national media. This could n I (-*t u n n n n n n n n n n M l I H r l "PPS " T U unM-l t>X \7X PfifiT-f-bU -3- c It in attendant negative consequences for the company as a purveyor of what is popularly thought to be extremely hazardous material. .*?.** -r . m :r r nation of the above scenarios suggests that the pivotal point in the company's overall defense against ^ eoovery suits is a clearcut, favorable verdict in the first wheth defendant in the case is O.s. Gypsum or Targeting'the -case which the company's lawyers ..AjJ another company) believe has the ^ .'rv K i & i h i n i j . WinniZlg should be the primary task of O.s. , *. r ; ** our Segment that t h i e ^ l S T S ^ `^public relations strategy, , . . Planning, however, should take into account several other considerations, First, asbestos, like nuclear energy and other pariahs Of the 1980s, is an emotionally charged issue. Opponents who might ordinarily be considered knowledgeable, and here we include the EPA, make no differentiation between the various types of asbestos and the hazards associated with each. As ^a result, all asbestos materials are popularly considered to be extremely dangerous. . . Second, the issue of asbestos has not remained on any local level. It is a national issue, in every sense of the word. The federal government has made it a concern. The networks have covered it. Huge corporations have been tarnished by ip, even assuming they have escaped.major t 7 h b C ) 7 iO T h n n Q n O O O O O O HI u --11 u _ i a * o --\ i j m\i i f-'T . -=t r t s~ < ~ i u i i . : I 'il c -4- financial damage. The issue of asbestos, therefore, has' ln the public`s eye -..or-hazard differentiation. Without any convincing product Third, corporations whose names have been linked with " d here we are thinking primarily of Johns- are Widely seen as abrogating legitimate corporate Moreover, iinn ssoommee cn*ases, this perception corporations linked with asbestos are . aving -knowledge -about the dangers of 'ryi.^vV;'' fr.- ' -- 1 ^ . g e n e r a l , public opinion on the issue can be sum- asbestos r--ni & ^ *;{<* ghr f f extremely, dangerous.- And, they know they? can't trust corporations to deal with the issue in good-faith, in areas where asbestos in schools have created local controversies, public sentiment on asbestos can be assumed to be that much more vehement. In our judgment, the broader public climate will have a direct relationship to what verdicts juries bring in on asbestos litigation. An additional important point is that U.S. Gypsum is not in this alone. legal and communications positions taken by other companies^involved in this controversy can directly, and perhaps adversely, impact the company. .Finally, the question of preemptive briefings of . selected national media, particularly media who might be supposed sympathetic to business, has been discussed. I* 1 c ` .> * Vwt .. 1 . * 5~ There are obvious risks in this course, most notably that of raising the issue prematurely. Nevertheless, we .believe there are certain "trigger points" that indicate the on-set of national media attention. (They are described below.) An important strategy is to recognize those points, and move quickly to put the company*s story before the media in a timely fashion once those trigger points have occurred. . . The following examines these considerations in terms of >-'^bbjectives/ and strategies.'- = c <, . "' V -6- OBJECTIVES As we -see it/ 's * Gypsum's communications efforts should fall into two distinct phases* The first phase .eacomP*ss tia between now and the first verdict. f t r . - second phase should encompass time beyond that, as at that juncture. (If an unfavorable verdict is \ the first ease or 111 t series of oases, is that comnranioations activities should to .the financial arena, ').^.phasing a '-a .- t M S "anaer a9g=ats that communications o b j e c t '^ ' necessarily be shorter-term rather than' other-^7^^ upon the reasoning in our situation analysis, " we see three immediate communications objectives: - - . ; . . . o To concentrate public relations resources, as appropriate# in support of winning a favorable, . clear-cut verdict in the first test case. o To assist in creating a more balanced public opinion climate in both the initial test case market, and nationally so that jurors sitting on this case and subsequent ones will not suffer the onus of acting directly against popular public . opinion. o To position D.S. Gypsum as a socially responsible corporate citizen acting not only in the best 7 interests of its shareholders, but also' in the best interests of people exposed to its products. . The " ^ e v e m e n t o f these communications objectives ^ l:' success of of the activities outlined in V <>; thie program, assunes close and on-going liaison with g.s. : if: . & M ^ e a m a a ^ . Z d Plaaera " * "lth its le^ l counsel, v t ' . :;v... botl1 ib-house and on retainer. i t r - ' O \ i--it STRATEGIES Develop a coalition with other affected corpora tions, either as a separate effort, or under the aegis of an appropriate trade organization. / tssfr'tr Identify that case which has the best chance of / winning a clear-cut victory for the company (and other affected companies) and build supporting :public relations activities around it. .0 :ln the event/of'a possible," initial adverse verdict, seek to gp on the public record first. Dse the arguments presented in the winninjease^t? build compelling reasons for school boardi to desist from filing additional recovery and _ , punitive suits. Organize a third-party panel of independent " Ff experts to be available for testimony, commentary and technical support in appropriate markets and i forums. . --J Begin to capture -share of mind- on the national level. Lay the groundwork for immediate response to trigger points which suggest the on-set of national media attention* -9- c 1st,ik.: STRATEGY, Form b y si.nii.lci3? s u i t s . industry eoalitla, wl.*,members --------- .If V'.**. nc* ?** . utt;. *' ' ytV-X*'* One Of the most salient facts in any public o p i n i b P ^ revlew of the abestos issue is that industry has f a i l e d ^ * 1 communicate its position on any of the issue's various . aspects. This vacuum frees activists to sake am '`s' .'T " ....... ^ V * '** * ' * remail> publicly unchallenged. ,,,, ' . ----- segmented industry, with each member' a c t i n g ^ allegations ' - --.-e . sJ*V. . 1 . ' * -v* behalf, runs Several risks";' Pir^; overall cana conflliicctt,' with determintal resu_l_ts_ two i..n.d-ifi-TWlF ........ . ' " .S.-Gri^e'^idl ' :T . ..^.A,,.geggrgerseshiivve public posture is in its benefit. This cmo.uiled:bLe. '&**** directly in conflict with other companies' strategies, . .including U .s Gypsum 's. ^.r-v..-A * Second, and perhaps even more important, a single, company confronting what has become a national issue does not have the manpower or the resources to effectively challenge or modify preconceptions. As we have noted, we believe the public opinion climate could have a direct relationship to verdicts in these cases. However, resource I *" ' sharing and concerted action can shore up credibility and maximize impact. . Third, we believe that the first unfavorable verdict / could have a domino effect, adversely influencing verdicts V in other cases where the issues are similar. A clear-cut victory for the industry, widely publicized, could have .the ' ' . A- . opposite impact. Information sharing will be key to the success of this strategy. We believe the critical first task is to develop a united industry front on the issues. If this is the only achievement obtained by an industry coalition, we believe it will' have been well worth the effort. However, the effort should go much further -- with other benefits for all members. ' . . ; -- v*r**i**# .. fleet attention away`from affected companies, it. in ..-effect,' could take the heat from the press and activist .. industry critics, (This would be, of course, particularly beneficial in a highly publicized verdict against the * - company or the, industry.) Moreover, combining resources and 'O iVtfU . manpower should enable the industry to compete effectively b> c^T for "share of mind" on`the issue. If t J . s . Gypsum agrees that our reasoning here is sound, AmsJ L * . and takes the initiative in forming such a coalition, to some extent further strategies and tactics, already discussed and under discussion here, would depend upon policy and position decisions made by the coalition. . Bill and Knowlton has had considerable experience and success with organizing such coalitions and would be happy to assist D.S. Gypsum in organizing one. '11- STRATEGY; Identify that case which has the best chance of winning a clear-out favorable jury verdict and build supporting public relations around it For maximum effectiveness, this strategy assumes ; industry-wide participation (although U.S. Gypsum could, if it chose pursue it unilaterally). It is also a legal as costs and/or punitive damages. - .. . The company's attorneys, in concert with attorneys from other affected companies, will have to determine the case which in their view has the best chance of winning. The .second element of the strategy is for attorneys to seek delaying actions in other pending cases, while seeking to move the "winnable" case forward. Once the verdict has been delivered, and it is, as anticipated, favorable, Hill and Knowlton will immediately move, a major press release over its national network. To build .on the momentum, we will schedule interviews with with major national business and generalinterest / publications. In addition, interviews with science and environmental media m\i i r t .r>T ; . will be scheduled for company representatives and ' ' third-party experts supporting the verdict. Ci' : "" ~ *he beneit t0 the Pany,' and to the industry, of a . publicity program at that point is to help create publio opinion climate whereby other favorable verdicts ' '" ill-follow, in addition, wide-spread publicity regarding a . Veeaiot " ave the effect of forcing school - ^ considsr tha costs of losing a case, thereby ip * * * * - . effSCt * f6Wer suits against the company. " *r nal news coverage of the favorable verdict r ;.viin rothfc i:v, - .+,; ~ TEgY: In th" aVant f * Possible, nwn.i verdict, seek to go TM ^ public w n n r A zm- This back-up strategy assumes the possibility Qf an *.V^W- r U U a "in* before <* P a r a b l e target ca s e / li aC=rdinS " le^ ie a strong possibility than g ^ | e l i e v a the company should give serious consideration to ^ . s e t t l i n g the oase out-of-court and claiming a -victory. > rationale is to ensure there is no prejudicial :'' asbestos in schools litigation. ;;-jS ele"dnt * thls i. to target ,/. ' ^ k6ta '''* * & With 1 -14- C st r a t e g y , ore the arguments p r e s e n t the ooroam n g reasons for .,,hTM,. boards *n Resist fr m , irn';. filing recovery and punitive uni* chool boards, at present/ have no compelling reason . not to file a recovery suit against manufacturers. The ,3K; . cost/benefit argument holds no water, as school boards are not concerned with the costs to the manufacturers. The `V^.n.argument noting1'acceptable alternatives (re-painting the C r --. ' tX :' C ` fiealig it), carries no weight in the :7. ^ * * for the eliination of all asbestos in the * " * * * * * 0 M be construed ,, a m b J g S ! And, finally, there is the question of personal liability in the event the asbestos becomes a risk. (Arguments of compar ative risks, e.g., risks of smoking versus asbestos, are ineffective in a society that demands risk-free guarantees, ' . . and if are used, they should be immediately dropped . from public statements.) ' - A clear-cut victory for the company, however, obviously changes all that. In that case, presumably, the school * board will.J*ave to absorb removal costs, making the cost/benefit.argument a credible, and compelling one. Immediately following the first case, therefore, we recommend the company develop a presentation based on the f V ' iasues Voided in that case for company spokespeople invited ' t0 address school boards.! In addition, the company should present the benefits of alternatives to removal.- -In addition, < -1S- w e 'suggest the company consider offering to repaint the ceiiing itself, as a socially responsible corporation. *-!'V.V*' ' . ' . .. : . .V- .. .* r c frV*/e \ -16- STRATEGY: Organize a third-party panel of indep^ n ^ * ^ SS^ts be available for testimony, commentary an* .S.'..*'*-,.tfecftftical support in appropriate markets and fnr,TMc .* Iv' .' " * $ vf.*: ` ` : jrt*.\V*'\ -.V.'nr'r'... Several important benefits can be derived from organising . ...this type of panel. First, as already noted, asbestos U c . ? ^ ^ a ~*ur6r8' like indUStry proponents of nuclear energy a ' -few years ago, have little, if any, credibility. Evidence by recognized, independent experts, in tandem with "V**V` * ,m' Can ^^nificantly heighten credibility. ''".::''';'{TiS kind n-f u _.______ .. " . backing could also -shore up the wavering "eber who "ay not be convinced removai is th? .-most .efficient or appropriate action.) Second, the scientific evidence supporting the allega tion of health hazards posed by these products is ambiguous and can be interpreted different ways. Nevertheless, how the science is read will have a major impact on verdicts.. And, the preponderance of the evidence appears to be on side ^ of the plaintiffs. (The government, presumably a disinter ested party, has thrown all its weight behind total removal of asbestos in schools.) . One important.use of this panel could be to request that it review th ERA protocol used in arriving at con clusions. This, then could be incorporated into both legal and public relations strategies. Third, an independent panel, like the proposed coali tion, could help deflect attention away from affected , . ~r> t r>r r t r'O _ l ujt companies. Technical questions, etc., could be referred to panel members, for example, and, answers would have that much more credibility coming from third-party sources. Fourth, one notabie result of the asbestos controversy is the public perception of corporations shunning their ~ " social responsibilities, a panel, funded by, but indepen- "> dent of, the industry could go a long way in ameliorating |S *'*' . that perception. ' ' ntioned, the panel should be funded by all the ^ f e l f v : ^ ^ `5 ^ COOP*fa^ S ' ^ - the *nd the coalition '..v!;-: ~'..h..-S.h.oshuoludldmmaaikroe aa Mpiukbll4i*c .st.1atement that while it is providing *5**!*^ c mad 'eeoMBidMion* are e n t S S S ? * - -p^ne1. * (t w o .caveats occur here. First# participating companies should make their position clear at, the outset, but necessarily, distinguish their position from any arrived at by the panel. Second, to be truly independent, the.panel must be balanced members should be included who in the past may have had questions and concerns about the issue.) Members of the panel should be available to school boards, on request. They should be available to undertake technical assignments, e.g., review of EFA protocol, etc. Finally, they should be available to the media and for other forums .(speech platforms, etc.) as appropriate. We should point out that while the conception of the panel stems from public relations considerations, it could, used appropriately, provide a decisive turning point in the IS national debate over asbestos, thus performing an extraordi- nary public service > f * ; ; * . V*.' i`U - *...*5.'-Jst.-* t<y~ / c V W3r*V- . . -19- SIBATEGY, level .. Begin to capture "share nf mind- on *h ,,.-i-- , . This strategy has already been discussed with the company, and involves placing interviews and by-lined articles by experts sympathetic to the company's point of view. Whlle we ^lieve this .strategy has considerable merit, suggest actuai placaaent efforts shollld be del d ratil experts.' r (or the coalition) decides upon a panel of is 'this* Hill and Knowlton could" iraSge -- .for a series of interviews and for several prestigious article placements. However, in that case, the expert has already delivered his opinion of the controversy, and naming him to the panel loses impact. (He appears to come to the panel with preconceived ideas.) Moreover, the news value of commentary by specially appointed panel experts commenting on their findings, particularly if critical of government--bached research, is much greater than opinion pieces which are not tied appar ently to current news. . We are in the initial stages of identifying and meeting with experts. If, therefore, the company rejects the notion a panel, we can move immediately to begin placement efforts. *' > 4 c -20 S SATEGY, Lav fh* groundwork for .... ....... ~ ^ Sr Pint5 WhiCh ^ attention. ip on-set of Again, this strategy has already been discussed, and ; approval received for beginning materials development (contingent upon receipt of transcripts from the company), n addition, Hill and Knowlton has interviewed suggested .A-'T-.y .`v ^ f *4 .*. ..* 'f.}-iSf4V.!PeESOnS Preparat0ry " H * training. Finally, a V 4 ^ : ^ ; liatis uade? aevelotnt - (Part one of the media" ' <^1St'iSele0tad health a3 environmental writers is contained ::in t h e ' appendices to this dooient. Fart two, ` Z Z S fr * * * . ..natlQnal bU3iness a M Financial writers will be forwarded to the company within a day or so, while Part three, local- . reporters following the company, will be provided by D.s. Gypsum communicators.) Finally, as we mentioned, recommended . communications policies and procedures are contained in Part Two of this memorandum. The point here is to discuss those "triggers" which could signal the on-set of intense media exposure. We understand the company has been asked to provide a spokesman for Ch. 5, WMAQ, Chicago, an NBC affiliate, . sometime next week. Because Ch.5 is a network affiliate, there is the possibility that the interview could be carried over other network stations. a trigger. This, then, should be considered although the McNail/Lehrer show has not yet aired, it too, should be considered a trigger, as it is highly regarded the io l m >alistic ' `unity, and has frequently been in ;the lead in breaking stories of national iimmppoorrttaannccee., (rAa*t t.he time of this writing no broadcast tine has been set.) v;'Local inquiries from stringers representing national :.media should be considered d o s s m *. - :^Almost'more important than consideration of what constitutes a trigger (the argument can be made credibily that any'media, inquiry is a trigger), is company response. . . . In our judgment, the company should use these inquiries (Ch. 5, McNeil/Lehrer, etc.) to present its position and begin to compete for "share of mind." Alternatively, the company could use appropriate inquiries to announce actions, the formation of an independent panel, etc., that position it in a positive light. The next section suggests policies and procedures that accomplish this in an orderly, timely fashion. A# c .:'s.v* .`; ' . T'T.*. * * . / . ?*v . v.:4 " > **$>-Kl : ...... . { '.-V- \ r cif"",lc.:'r '... .'' v*u' . '''y-.'''''vhw'*''"''' ' ...................................... -i.-. . . COMMUNICATIONS POLICIES AND PftOCEDPBKfi / INTRODUCTION - y t0 the effectiveness o f any communications , ... .. v program is for the personnel conducting it to retain on-going . .. . .. close communications. This is particularly important in '' ... .. this case as tJ.S. Gypstim is confronting issues of national : ,v..fs we^ as corporate significance, \fV ' ^ . V * . ^ Ti * . .* . . .. - ^ The involvement of several O.S. Gypsum departments, -n^ ^ H i l i - a n d Knowlton, and potentially, other players, suggests initially' some firm*groundrules are estab- ,y<; '* " " ''iished. Once the information-sharing process is fully circumstances dictate. a' be modified or e i i ^ S S ^ r C , , .Here we present check-lists, or flow-sheets, as guides to three central tasks: information-sharingj media contact; and, news dissemination. INFQJRM&TIQN-Sffflpt m / In thlS context> information-sharing by the legal ; department is crucial. Indeed, little can be accomplish* without it. However, we recognize that personnel assignee ' bestos litigation are preoccupied, and are sensitive l addln? substantially to-their responsibilities. We suggest the followings ZSESZ*"*--" " -- -- -- % ^ ^ ^ ^ : v -'C9rp0rate i^iations and Planning of all internal memos and other relevant documents, regarding the - ^ ^ ^ ^ r c o n t r o v e r s y . similarly, we believe'Hilf iCnowlton should aiso be copied. (we are thoroughly aware of the confidentiality of the assignment, only selected personnel have been advised of our participation and records and siemos have been sequestered. However, we must strongly emphasize that our potential effectiveness is nullified without adequate information) . o Weekly meetings, in person or by conference call, ^should be established for up-dating and strategy review. The legal department should be given the responsibility for naming the time and place for the meetings, since their court schedules will be less flexible. Participants should include the Senior Vice President of Corporate Relations and Planning (or his designate) and Gordon-Smith, i n c V^V''' *> -24- and Knowlton, as well as the legal department representative, and retained counsel, if necessary. They, in turn, will have the responsibility of communicating decisions and developments with their staff. . r o Other meetings with the legal department, corporate and planning and Hill and Knowlton will be arranged as necessary for planning and .A*% V ' v*i '-*s*vv..*' strategizing* ` (Hill and Knowlton personnel are a to aeetr wherever is most convenient for `/Vs-.. ^ .. . U.S. Gypsum.) ; . _ V Knowlton will provide the legal depart" ^ * ` * . ment, the Senior Vice President of Corporate " Relations and Planning and his staff as designated i with.detailed conference reports, following up on meetings, and conference calls, o Hill and Knowlton will provide the Senior Vice Prsident of Corporate'Relations and Planning with detailed monthly activity reports outlining all activities carried out on behalf of U.S. Gypsum during the previous month. We will also provide . the legal department with monthly reports * > c ... . C r - 25- N ' ' 5." l MEDIA CONTACT: POLICIES AND PROCEDURES Tha fU o M S Policies and procedures should apply to . .all contacts bv th ppiy to , . dla- In outlining them, We have c.s;.-;(Vl.o'.a.dd. i l tTvel uwoludld6 WSPHOkieSt"etnhahtaVUe ra60<pSrleVSc<aiut"ieTMd,ia .traiai^ ` .Torrey -eceiTM . , ' Precaution, Susanna raining. Although we recognize that b ^ o f -her duties, she will not. ,, u , .. . 4a*igaat*d an official Se - BOthi3 ^ Pr e V M t * " s" Prise stand-up, ' ia the ^ r w " s - - - , * -- *0 prepare her for this*3^ 1 . M l divisions and division spokespeople, corporate secretaries, etc, who might be likely to take a . O M 1 from the media should be advised they are not to comment on asbestos litigation. O ail calls, instead, should be referred to Paul - Colitti, ,,ho should have responsibility for screening them* ; Alth"9h COUtti d9S *' ^ould not, respond to . enquiries on the spot, he should ask what the , . reporter's deadline is, and seek to accomodate it If calls come through as messages from the media ... . _ Colitti should call back that day to determine the nature of the inquiry. Again, a response need not be immediate unless Colitti is repeating an approved corporate position or dealing with a  - 26- ( . . .Vj\ w* " A sta;:--:: : jt?'*' :ii: %jv *v-T".- 4 . .. i p . :4: m r0Utlne "atter- Mh" is important, however, is for Colitti to convoy a sense of cooperation o Having received a call, or having taken a message, . ,, colitti should notify Biu and Knowlton< which ^ Provide n.s. Gyps,* available intelligence on that" '" - reporter, and when appropriate, available samples hiS WOrI':,.'!1^ S .Shoald os a good idea of . i ^ Way lndividual reporters treat their stories helping V s i , . , TM . .. ' ' .ShOu:l?.:'l* ? n;'n?0ify the Vice President of \ 4 Cii * Corporate RpUfi1 * * . . . --- #ujuicy .. ^ ^ , regardiag that inquity haa aiready been then notification could take the form of a log - entry (include Bill and Knovlton intelligence) so O.S. Gypsum can keep track of calls, if the .inquiry regards matters that have not already been -- discussed, or acted upon, Colitti should meet with the Vice President of Corporate Relations and Planning to decide policy. The meeting should s H ^ f f include Bill and Xnowlton and, if appropriate, a representative of the legal staff. JPyA At that point' " should be decided whether a Hill , and Knowlton representative should sit-in on the interview to monitor its course, and provide . ? additional guidance if necessary. '.Y P c -28- NEWS DISSEMINATION: POLICIES AND PROCEDURES As the program gets underway, O.S. Gypsum will have ;" : occasion to disseminate news to the media. The following V; : ;policies and procedures will ensure timely, orderly dissemi- V;> . '* * * * o Once the decision has been made to release news or - _ . \ ' 1 j. information, Hill and Knowlton should either write ' potential for pick-up. ...... : ; '.In addition, the determination 'should be made `atf^? that point, in consultation with Hill and Knowlton,' whether it best serves the company*s interests torelease the news widely -- through our national network -- or to release it through one reporter. .. At that point, working with U.s. Gypsum, Hill and Knowlton will advise on appropriate timing for the release. - o Once the release has been written and reviewed, J L t should be circulated through U.S. Gypsum*s internal approval process. We recommend that the company move now to establish an expedient approval process, so that news is not held up. We also suggest that one person be given responsibility if * r -29-' for sheperding releases thtough tha procasS/ t> help ensure there are no delays* fe- r :. t . .. *v " . O When the release has been approved, it should be sent, by messenger or by telecopy, to Hill and Knowlton. Hill and Knowlton ,,ill type the release" ; ' and copy it on B.S. Gypsum stationery and hold it .jf.i'..-.**-' -'.ii.- . **{ \ b f0r releasa Until it oeives an official go-ahead " fm O.s. Gypsum, I'1 a.precautionary measure-,-Hill and Knowlton ,,ill HST1?!v L*'_S*:*.! '--^K!t-_read the -release-word-for ,,ord, comma by comma, to . .". . ...... ' ' . . r -- - *,j wunuua, ro I - - , , - . * GypSUB Pfesentative,before releasing it. ',:. ; llave found this a useful check against in-' '" '' V .- ;;.; advertent errors .and/or last minute corporate changes.) O Open..a phone call from o.s. Gypsum authorizing release, Hill and Knowlton ,,ill put it out through appropriate channels -- general and business Wires, national and selected local media, including newspapers, magazines, broadcast media, the P R newswire, etc. o Immediately after release. Hill and Knowlton will , begin monitoring for piok-up on our Dow Jones Hews Service, Reuters, and associated Press wires, and report coverage to U.s. Gypsum, at once* i \w mn * c -30a p p e n d i x a ** APPROVED PROJECTS ' ' - - ('. Position Paper Position Paper Summary Questions and Answers ; Media List Development - A i - . s - - -vi-... . Spokesperson Identification ; Spokesperson Training TIMETABLE 1 0 - 1 2 days following receipt of company transcripts, " 13-14 days following receipt of transcripts. 13-14 days following receipt of transcripts. Part one enclosed; Part two by Monday, Jan. 23? A Part three supplied by company. . -S -.;V J j Interviewing completed. To be determined. *** Until all of the position paper materials have been developed, it is important that a brief positibn statement be written. This will concisely give the four or five key points the company wants to make. These points should be the-primary themes of the company's position. / i  APPENDIX b SCIENCE AND ENVIRONMENT MEDIA f ^ > jt*X*^* ***, 4 ** . ; ` ... . !V>;,;y. 4 ( H ** ' Ms Isabel S Abrams Freelance & Science Editor ..Science Challenge, . Current Health 2 . .. 2216 Schiller Avenue . Wilmette, IL 60091 .'312-251-8935 V. ' L Aclcerraan . ; ..Environment/Energy Writer Boston Globe 0 2 10 7 Vf:- : ' ...... . . . v / v / v M r , -Kenneth Anderson . ......-psr .--Editorial Director .. ..- ' C .., .., ...- -- , Katonah, NY 10536 . 914-232-7816 Mr. Robert Bazell Science Correspondent NBC News . 30 Rockefeller Plaza New York, NY 10020 212-664-4375 r..^r * Irving S. Pengelsdorf Contrib. Science Columnist Los Angeles Herald Examiner Tech. Writer-Specialist Jet Propulsion Lab . 170 S. Orange Dr. Los Angeles, CA 90036 213-577-9*67 Mr. Jules Bergman -- Science Editor ABC News 7 West 66th St. New York, NY 10023 212-887-3988 Mr, Jerry E. Bishop The Wall Street Journal 22 Cortlandt Street .New York, NY .'10007 212-285-5106 * < Mr. Philip M. Boffey Science Policy Reporter The New York Times 1000 Connecticut Avenue. Washington, DC 20036 202-862-0376 N.W. . Mr, Joseph R. Botta Senior Editor Consumer Reports 256 Washington Avenue Mount Vernon, NY 10550 914-667-9400 ' Ms, Mary Jo Boyd V- Science Digest :'>,-.-v^888 Seventh Aenue - r . Mew York, NY 10106 ..... . ;:f|12-262-4160 .. : Mr, David R. Branch -V 1 V : International Medical News Group 10.99 S, W* Ninth Terrace Boca Raton, PL. 33432 305-392-2612 ' r " " Ms. Gail P. Bronson Money Magazine Time Inc. , 1271 Avenue of the Americas New York, NY 10020 212-841-4805 Mr. Anthony Boyd Freelance Writer 85-17 57 Road Elmhurst, Queen, NY 212-779-2259 11373 . ' .. Mr. Gene Bylinsky Associate Editor Fortune Magazine .Time-Life Bldg. " . Rockefeller Center New York, NY 10020 212-841-2805 Mr. Thomas Y. Canby / Senior Writer National Geographic Magazine 17 & M Streets, N.W. ... Washington, DC 22203 _ 202-857-72S7 ' , o r *~i i ) nT^pppppppppq n i H u m ' PP8' T U l Uin>H ft?.: PT ? 6 6 T - 0 -A b lj ft 4 1Mi'* John Carey . Science Reporter Newsweek 444 Madison Avenue New York, NY 10022 212-350-2447 Mr. Joseph Carey . Medical Writer USA TODAY Box 7852 Washington, DC 20044 202-276-3785 Ms* Carla Carlson Science. Writer ? ? 'Information Agencv J400 C Street, S.W. ;;;:j.Room 456 .., Washington / DC 20547 2.02-724-9435 "t* , : Special Correspondent ;--' ^9pl;e;Magazine :$. i_ V. . ;22BOylston Avenue . Providence, r i 02906 401-751-4949 . Nr.'Laurence b . Cherrv Freelance y 5284 Post Road Bronx,.. NY 10471 212-543-9272 .Mr. -..Evert Clark Technology News Editor McGraw-Hill world News Washington Bureau 400 National Press Bldg. .Washington,.DC 2004S 202-624-7390 . ..Mr* Matt Clark Medicine Editor Newsweek. . 444 Madison Avenue New York, NY 10022 212-350-2442 { 'y - ' S f a bttRRRPRRPPR fl I dllHd aX'TW WOdd 0:ST S66T-S0-AW ** f :.; Mr. Victor Cohn Science 5 Medical Vfriter The Washington Post .1150 15th Street, N.W. Washington, DC 20071 202-334-7337 Mr, B, D, Colen Science/Medical Nawsday, Inc. Long Island, NY 516-454-29455 Columnist 11747 Mr. Joseph F. Collier Medical Writer Cleveland Press .*''"4182 Giles Road . -.Moreland Hills, OH 44022 :V'.216-247-6542 . Mr. Robert W. Cooke Science Editor . Boston Globe' V Boston, MA 02107 617-929-3064 Mr. Lewis Cope Staff Writer The Minneapolis Star & 425 Portland Avenue Minneapolis, MN 55488 612-372-4426 Tribune Mr. Robert M. Corbett Science Writer San Diego Evening Tribune P. 0. Box 191 San Diego, CA 92112 . 714-299-3131 Mr. Robert G. Cowen Natural Sdience Editor The Christian Science Monitor One Norway Street Boston, MA 02115 617-262-2300 Ms. Barbara Cullitan News Editor Science Magazine 1515 Massachusetts Avenue, Washington, DC 20005 202-467-4430 . N.W. ' T QC * A Pfc't7S A Z i0 I t 7000088888B 01 tniHd a'S'l'W WOdd 0:2T 266T h r ..'VA r... viwnimr.i I W-f.' Mr. Julian DeVries Medical Editor The Arizona Republic P. 0. Box 1950 Phoenix, AZ 85001 : 602-271-8212 Mr. Joseph Donohue ...Science Writer Atlantic City Press .. .Devins lane ' Pleasantville, NY 08232 .,.:609-645-- 1234 - .vrvWu .. Mr, Laszlo Dosa, Science Editor ??ot' :f 'nerica / Mrl-r-Donald C. Drake i^Medical.^riter ... ..... The 'Philadelphia Inquire: " Philadlphia, PA 19101 215-854-2544 . Mr. Edward Edelson Science" Editor ' ' New York Daily'News 22.0 E. 42nd St. New York, NY 10017 ` 212-949-3750 Mr;;"Lee Edson ... Freelance 36 Iron Gate Road Stamford> CN 06903 203-322-8791 Mr. Arthur. Fisher Science Editor Popular Science . - Times Mirror Magazines ' 380 Madison Avenue New York, NY 10017 212-687-3000 / s. - -- -- Mr. Dennis Flanagan Editor Scientific American 415 Madison Avenue New York, NY 10017 212-688-3900 / T' t't'C.? .p j .pix t7nRRRRRnRRR n I .... *>.r-*i'*v-** tniHd g,8,T u woyj t c :zt z s s t -s b -abw A ' M* c Ms. Ira Platow Science Reporter National Public Radio 801 Second Avenue #701 . New York, NY 10017 212-490-2444 Mr. Jon Franklih 'v. Science: Writer . ' he 'Evening Sui? .. P. 0. Box&1377 Baltimore, MD 21278 ' .. 301-332.-64S7 . .Mr Donald J. Frederick v<*^riter/Editor N e w s .Service H;'V*:\'.*'.{x <*.*,*>* NWaasthiionngatlonG,eogDrCaph2i0c036Society 202-857-7760 b*i iur S Freese -- v Freelance 137 East 36 Street New York, NY 10016 212-532-3010 Mr. Lawrence Galton Freelance , 1140 Fifth Avenue New York, NY 10028 212-722-6824 Mr. Robert Gannon Freelance 127 E. Curtin Street Bellafonte, PA 16823 814-355-4800 Mr. Max Lawrence Gates Science writer The Ann Arbor News 340 East Huron Ann Arbor, MI 48106 313-994-6838 Ms. Ruth Mehrtens Galvin Sr. Correspondent Time Magazine 277 Dartmouth Street Boston, MA 02116 617-262-7551 Pity j "PtrtrG/ ~P) QT t7^ P P P P P P P H I H"11Hr! fl'S n ' U WGad \ :Z l SS6T-S0-AW W f m '..'A..: * *v>. "V-. : Ms. Ellen Hale Gannett News Service . P. 0.' Box 78S8 Washington, DC 20044 ....703-276-5800 'r-- - Mr. Alan Hall . Research Editor Business Week 1221 Avenue of the Americas <-New York, NY 10020 ,212-997-2799 Vviv;^'Ms..jean Hall . Medical Editor Westchester Newspapers pne Gannett' Drive ' . ;,:'\l:'Mt.'''Paul G. Hayes a****^^^^ .Reporter . v - - v :v/V-^Milwaukee" Journal . . 'V `` :;'''-Box" 661 ' f" V.. . ^ ^MilwaukeeV-Wl..; 53201 "414-224-2072 "* Mr. Philip j. Hilts Sci/Tech' Writer National Staff The Washiongton Post .1150 15th Street, N.W. .Washington,DC 20071 202-334-7437 Mr. Carle Hodge Science Writer . Arizona Republic P.,0. Box 1950 Phoeniz, AZ 85001 602-271-8106 Ms. Joan Hollobon. Medical Reporter The Globe & Mail 444 Front Street, W. Totonto, Ont. Canada 416-585-5168 . MsV 2S9 ( Ttr *-J t-niHrl WCiyd Z'.Zl S66T-S0-AbW c 1*03 Angeles Times Timee-Mirror Square .` -Mr*. Fraser Kent .` .Freelance ''Room 610 Washington, DC 202-833-9520 20005 Mr- Richard a . Knox Medical a Science Writer The Boston Globe Boston, MA 02107 617-929-3078 Ms Mary Knudson Medical Writer The Baltimore sun 501 N. Calvert street Baltimore, MD 21202 301-332-6171 Mr. Ronald'Kotulak Science writer . Chicago Tribune ' 435 N. Michigan Avenue Chicago, It 60611 312-222-3539 Ms, Alice Lake Freelance Glendale Road Harrison, NY 10528 914-698-1441 7>fA ?bfc>c;p),v\tm m m u m m cu trm-w h'S'TU utoyj e6t-0-ahw % f* , Ms Lynne Lamberg Freelance .2211 Ken Oak Road. Baltimore, MD 21209 301-466-17068 .`.a-V .. Mr, Karl Lane Science Writer Newsday Suite 1020 1301 Pennsylvania Ave, Washington, DC 20004 202-393-5630 N.W. Mr. John M. Langone Staff Writer 'Sr.- . . .... discover Magazine r.-vVr^v;^&i^ime-Life Bldg# . .p.~ ^Rockefeller-Center w & :S^:>f.^^ewvy<irk, Mi 10020 . ..... ;/212-841-2519 *.**.;= ..f-:'../.;:?>Mr.-Warren'-Leary ' - t- .** - '- `.Science "Writer "Associated Press '2021' K-'Stkeefc, N,W,'` ' Washington, DC 20006 .202-833-5300 Mr.' Paul T, Libassi Editor. The Sciences Two East-63 Street .New York, NY 10021 *12-838-0230 *253 Mr. Bard Lindeman Editor 50.Plus Magazine 850 Third Avenue New York, NY 10022 212-750-1612 Mr. Robert Locke Science Writer The Associated Press 'll'll South Hill Street Los Angeles, CA 90015 213-746-1200 t C b " ri P b b O ? ) PiT bPlPIRPlRPORPR D I H iiH d ' e r r u w oyj z i-.z i . A ** c Ms. Suzanne Loebl Freelance 788 Riverside Drive ' New York, NY 10032 . 212-281-4065 Mr, Julian Loewe . Science Editor . Pasadena Star-News .525 East Colorado Blvd. Pasadena, CA 91109 . 213-578-6460 ; V:Ms;. Hara Marano . American Health Partners . 80 Fifth Avenue Medical News me.-National International News of Medicine 2980 Berkshire Road Cleveland Heights, OH 44118 216-932-8025 Ms. Pat S, McCormack OPI Health Editor & Freelance 45 Marion Road Westport, CT 06880 212-850-8600 Mr." Kenneth J. McCracken Medical Writer Rochester Post-Bulletin P,' 0, Box 6118 . . Rochester, MN 55901 507-285-7743 Mr. Kevin S, McKean Discover Magazine 1271 Avenue of the Americas New York, NY 10020 212-841-4975 t7t7-d 2t7t7ii0Tt70000888888 01 trUHd B'B'TW WOdd :! 266T-S0 AdW i V "5 fe;-' %/ \ . Hr. Donald F. Phillips Field Editor . Hospitals, JAMA 840 take Shore Drive Chicago, II 60611 \ \ ; 312-645-9733 Mr. Henry W. Pierce : Pittsburgh Post-Gazette '50 Blvd. of the Allies Pittsburgh, PA 15222 ,412-263-1565 j M r . Paul M. Raeburn '` .. Science Writer The Associated Press "`-'^50 Rockefeller Plaza York, NY 10020 ` "r: ; C Tm s ^''Judith Randal -Correspondent - -.;New York Daily News (Wash. v Room"407 "v 2101 L Street, N.W. Washington, DC 20037 202-467-6670 Bureau) Mr.. David H. Rhinelander Medical/Science Writer Hartford Courant 285 Broad Street Hartford, CT 06115 203-241-6545 Ms. Carol Ann Rinzler Freelance 160 East 48 Street New York, NY 10017 212-355-3257 Ms. Joann E. Rodgers Science Writer - Hearst Newspaper 301 E. Lombard Street Baltimore, MD 21203 301^528-8815 Mr. Neil D. Rosenberg Medical Reporter Milwaukee Journal P. 0. Box 661 Milwaukee, WI 53201 414-224-2327 ' .. v P b b C .-1? > .Pli bRRPlRPROORR D I H1THW ' f l ^ ' T I J UjniHH FC :? T ? ;T - 0 - h )W * s'*-*- * Mr. Al.Rossiter, Jr. Science.Editor united Press international 315 National Press Bldg, ..Washington, DC 20045 202-393-3430 .. , .Mr. Stephen A. Rothman Medical Writer The Post . .c/o 6600 Parker Avenue . W. Palm Beach, PL 33405 ^^305-837-4429 '. Mr. William Rubin ' : 'Editor ' feS* ^ ^ ^ vr'^"t^rhtrnational Medical News Group 301-770r6170 Ms..^ri.stine .Russell -, National staff c The Washington Post 115.0 15th :Street, N ,W. Washington, DC 20071 202-334-7466 Mr-- Richard Saltus Scienc Writer San Francisco Examiner .110 5th Street San Francisco, CA -94103 415-777-7872 MS. Mildred Spencer Sanes 246 Brantwood Road Eggertsville, NY 14226 716-832-5683 Mr. Charles P. Senior Editor Changing Times 1729 H Street, Washington, DC 202-887-6498 Schaeffer _ Magazine N.W. 20006 Ms. Kathleen Schwar Staff Writer Tribune Chronicle 240 Franklin Street, Warren, OH 44482 216-841-1751 S.E. Qfi _) J 7 J Q T HfAQf^QOODQQQ ni h h t w u o 'R ' T U VF'.'FX '* '%* .* c Ms. Sana Siwolop Reporter Discover Magazine Time-Life Bldg. . . Rockefeller Center v-v--7 ,:New York, NY 10020 .212-841-4031 ' Mr. Gordon Slovut Medicine/Science .. .. Minneapolis Star & Tribune . ,/;425 Portland Minneapolis, MN 55488 ;^6^r1 2-372-4128 ' ... .. Mr. William Snyder Writer Banner nn ^roadway ` ' TN 37202 615-255-5401 r O* "'^^Writer :-- C Time Magazine Time-Life Building Rockefeller Center New York, NY 10020 212-841-3754 Mr. Earl Ubell Health & Science Editor WCBS-TV. 524 West 57 Street New York, NY 10019 212-975-5623 Mr. John Van Science Writer Chicago Tribune 435 N. Michigan Avenue Chicago, IL 60611 . 312-222-4280 ... . Mr. Hill Williams Science Reporter Seattle Times Box 70 Seattle, WA 98111 206-464-2264 . A b ' rl Pt7t7cy,FV.PiTt7tfCWIRRRRRO n I H1 TI-W R 'S 'T U U TM -I bC ; ? T T --C fl-- AHUI .. t*( *' 1< 4. , ** 'si&r-' j*-*frfcvv.. .. ' Ms. Ruth Winter. `Columnist-Register & Tribune Syndicate 44 Holly Drive /Short Hills , NJ 07078 .'"201-376-8385 or 0199 .. Ms*. Phyllis Wollman , Freelance .7 401 East 74 Street .... New York, NY 10021 212-RH4**5443 '^>--MrMichael Woods .S.cience Editor - The-.Toledo Blade S rW 8 B ld ... *"* ' 2 0 0 4 5 . . . '.".. C '''.Patrick Young Correspondent ..-.;v:uvNewhouse News Service ..750 Pennsylvania Avenue, N.W, :JSite 13210 tehingtoii, DC : 20006 .20.2-383-7847 . MryrThomas 'Yulsman News Editor , Science Digest Magazine 888 Seventh Avenue New York, NY 10106 212-262-6565 Ms, Barbara Yuncker Medical/Science Editor New York Post 21.0 South Street New York, NY 10002 212-349-50.00 - Mr.. David Zinman Science Writer Newsdays ..Long Island, NY 516-454-2957 11747 Mr. William V, Breyfogle Science/Medical Writer Telegraph Herald W, 8th & Bluff Sts. Dubuque, .IA 52001 319-588-5748 ' 8b 'd SbbSA2A0Tb0000888888 01 biiHd - e v r w woad p z -.z i sst- sb- au . %, .'U* . ,, jucxiaei Brilev Freelance * 1X38 Mariaao Drive Ojai, CA 93023 805-646-0962 . Mr, Richard Dietman , . . Minesota Public Radio . :-45 East 8th Street ; ft; ^aul, MN 5S101 612-221-1500 ... ;Warren Froelieh ; Science Writer ... : San Diego Union ...92n 2 , .^V'-Y61.9-299-3131 " Noble wilford ..Science-News Reporter ' The NeW York Times Street .''^r.New York# NY 10036 ` 'v 212-556-7485 Ms, Abigail Trafford ?ews &.World Report 2300 North Street Washington# DC 20037 20.2-861-2000 6 fd 2t7t7SASi0Tt^0000888888 i tn iH d