Document ykgxr80vnaGr5V8XJ2Oo1dELX

FILE NAME: US Gypsum (USG) DATE: Undated DOC#: USG073 DOCUMENT DESCRIPTION: Undated USG internal report re communication ideas regarding asbestos in school ceilings. ! ' ' d .PI X t7RR008SRRRH 01 HHIUJ cr<J*~i*i.t IIfTSJ.I I P *y C \ TABLE o f c o n t e n t s PAGE r. ; P R O G R A M RECOMMENDATIONS Introduction ........ .................... X "Situation Analysis ....................... 2 ; ! Objectives...... ........................ 6 ^jgwjjjfwjf^Kt^Strate^ies .%rwv.v*vv.vvv'*'i*.. . . . . . 7 ^COMMUNICATIONS POLICIES AND PROCEDURES ' K w ^ w ^ otna^ion Sharing ...........'.......... 23 Media Contact..... 25 News Dissmination ................... 27 APPENDICES JF { A"v -1- t. INTRODUCTION U,S. Gypsum has asked Hill and Knowlton to prepare an 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 ` 5 v; prepare a memorandum outlining steps that should be taken in Ac'l"' A-V.-'..: * . : ^the event of media contact on the issue. The first part of ..... - ,' . A * memorandum addresses the first area; the second, the . `A"This memorandum builds upon our January 11 memo,. recommendations and projected timetables 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 immdiate objectives as well as effectively minimize negative attention from key .audiences. The following situation analysis provides the rationale for recommended objectives and activities. -Z- C SITUATION ANALYSIS As a starting point in examining this complex assignment/.^ we looked at the eventual, cumulative impact asbestos '"'v litigation could have on the company. Potential scenarios are: ;0' * . o That the company could become involved in so many recovery suits that resources must be diverted to putting out the brush fires at the expense 6 focused, planned, positive, communications. kat a first ruling against the ^comp l y , ^or ^company ^involved *in :this type of litigation, by its legal precedent, trigger a domino *Q 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.) That one or more adverse jury decisions could ; jilarm the financial community as well as the f company 'js -shareholders. That as asbestos litigation continues, especially if jury decisions go against the company or other corporate defendants, publicity about the suits L can bubble up into the national media. This could .-r u n o n r M V w v i n n 3- c result in attendant negative consequences for the company as a purveyor of what is popularly thought to be extremely hazardous material. Examination of the above scenarios suggests that the pivotal point in the company's overall defense against recovery suits is a clearcut, favorable verdict in the first case -- whether the defendant in the case is O.S. Gypsum or theri-.Targeting the-case which the company's lawyers --.r- ... -.. --- - " *' . '(and perhaps th lawyers Of another company) believe has th -, .jest chance Of winning should be the primary task of U.S. our judgment tat'tthist*^ .^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 it, even assuming they have escaped major ^ , uv,r I?> r a T b R n o o o a o o -4- c 4'5v. financial damage The issue of asbestos, therefore, h a s 1 stayed in the publions eye -- without any convincing product or hazard differentiation. Third, corporations whose names have been linked with and here we are thinking primarily of Johns- are widely seen as abrogating legitimate corporate -V !w'" Y'-1 ./y*7"*'.*."*"'' ;l^^rea>ponsibilities. Moreover, in some cases, this perception further -- some corporations linked with asbestos are __ qwed ,^as having guilty knowledge about the dangers of -;.r.-v ( Several, public opinion on the issue can be sum- , . , ... *\4i-iSiiatt^^^.^^0iiOW8|>^ ^ 0pxeyknowrdbout asbestos/'ana thdy* e*tremaly. dangerous. And, they know they-' : can't trust corporations to deal with the issue in r _ 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. 1 t 5*~ c > 'i . 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 ''^ o b j e c t i v e s , ' a n d s t r a t e g i e s . Mi * . ,,'.-.a.. 1 * ) c -6OBJECTIVES ilC'A.Si- As we see it, U.S. Gypsum's communications efforts should fall into two distinct phases. The first phase should encompass the time between now and the first verdict. The second phase should encompass time beyond that, as appropriate at that juncture. (If an unfavorable verdict is \ :'rendered in the first case or in the first series of cases, is that communications activities should 'SmiiMrr^V'.. .. -'**-' ^ sggs`gi`^ ^ i m m e d i a t e l y to-the financial arena. >.-.Phasing a v " ?i ^ % ^ p l e ^ r a m in this manner suggests that communications objec^ g, ' ^^necessarily be shorter-term rather than other-" ' -^^^wise.-wiBased 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 U.S. Gypsum as a socially responsible ( corporate citizen acting not only in the best * \ i \ ' ,, :-* -7- ^ iifSsS?* `v * -*/x. interests of its s h a r e h o l d e r s , b u t also' in the best interests of people exposed to its products. -- The achievement of these communications objectives, 4^ : ] indeed, the success of any o f t h e a c t i v i t i e s o u t l i n e d in this program, assumes close and o n - g o i n g li a i s o n w i t h U.S. /... Gypsum communicators and planners and with its legal c o u n s e l / ^ _>- '? both in-house and on retainer. ' = --v- v~ v v.-.. \'r" . ' ` --- ( C / t -8~ STRATEGIES o Develop a coalition with other affected corpora tions* either as a separate effort* or under the / aegis of an appropriate trade organization, o 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. ;in the event, of a possible*, initial adverse verdict* seek to- gp on the public record first. Use the arguments presented in the winning case to build convening reasons for school board* to desist from filing additional recovery and - punitive suits. Organize a third-party panel of independent experts to be available for testimony, commentary and technical support in appropriate markets and pf VS { *2v<8t forums. "* 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 r.*;. y . STRATEGY s Pena an Industry coalition with members c o n f r o n t s - . J : - by similar suits. '' '' " *.* One of the most salient facts in any public opinion " review of the abestos issue is that industry has failed communicate its position on any of the issue's various aspects. This vacuum frees activists- to make allegations that remain publicly unchallenged. * U S S i i M o r e o v e r , a segmented industry, with each member acting risks. \ First, overall determintal results to indi-;,; ^ ^ ^ ^ ^ ^ t ^ ^ u B i e m b e r s v ^ F o r -exinpIeVrW'.R.'&race** * ...,,'?;,,^ggre'sive public posture is in its benefit. This could' be directly in conflict with other cosanles strategies, ,, including .S, Gypsum's. 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 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 / in other cases where the issues are similar. A clear-cut victory for the industry, widely publicized, could have -the - -10- 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 .ot h e r benefits for all members. '; active industry coalition, serving as an information . media response mechanism could also act to .-deflect attention away from affected companies. ..JtrJ j,]Ijiy,,>i;'I.HJ II'M.W>rV^I).-f.r 1 .jtry" 1 n - . ^ 0 ;veffect',`;`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 * ~ V t& f company or the, industry.) Moreover, combining resources an^j manpower should enable the industry to compete effectively^ [ v c fJ t r . for "share of mind" on `the issue. If U.S. Gypsum agrees that our reasoning here is sound, M aJ 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. Hill and Knowlton has had considerable experience and success with organizing such coalitions and would be happy to assist U.S. Gypsum in organizing one. c '* c L -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 'it- ? industry-wide participation (although U.S. Gypsum could, if it chose pursue it unilaterally). It is also a legal as well as a public relations strategy. the stand-point Of public relations, the most is one Which defines'the issues clearly; fTTI.Uhfetmr*Me ^aMrAe MnMo proven t lhAe a1liittth W h* aM zHardMs M asMsmoA.cJia a1.t_eJd m --w--ii.tLh 'iA..ujOdii^cAoi^t^e,. "r9r:}motuier similar product! and,-the manufacturer of Audxcote, ,sand..similar products,.and not liable for recovery' 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 bui.ld .on the momentum, we .will schedule interviews with with major national business and generalinterest publications. In addition, interviews with science and environmental media -~ - -12- c will be scheduled for company representatives and third-party experts supporting the verdict. The benefit to the company, and to the industry, of a ul 1-scale publicity program at that point is to help create ' ;.a public opinion climate whereby other favorable verdicts '-.V-;;'will"follow. In addition, wide-spread publicity regarding a . '; ;..V^.favorable verdict can have the effect of forcing school `......boards to consider the costs of losing a case, thereby QpMA aving^the net effect of fewer suits against the company. j ^ . ? ^ ^ ^ ^ ^ ^ p p pr#^national news coverage of the favorable verdict -- -^^iu^lfielp^iiuild a "record" the company can us.e to its henefit^^Lj |.,1 --1 ..... .-r'.-- -r- *>**> ' -13- c STRATEGY: In the event of a possible. Initial adverse verdict> seek to go on the public record first This back-up strategy assumes the possibility of an .''v adverse ruling coming before the favorable target case. If .*. *.** r.. this# according to legal staff, is a strong possibility then '.-we believe the company should give serious consideration to .settling the case out-of-court and claiming a "victory.* rationale is to ensure there is no prejudicial ^record^involving asbestos in schools litigation.,a: , -:r--s. a second element in this strategy is to target *>' ... , c- si..' :t;aselected markets,'again with the same rationale, / ? -14- C STRATEGY; Ose the arguments presented in the winning case to build compelling reasons for school boards to desist from filing recovery and punitive suits. School boards, at present, have no compelling reason nQt to iile a recovery suit against manufacturers. The cost/benefit argument holds no water, as school boards are not concerned with the costs to the manufacturers. The -'^satgiawnt noting' acceptable alternatives (re-painting the c 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 they 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 willjiave to absorb removal costs, making the cost/bene- fi.t argument a credible, and compelling one. Immediately following the first case, therefore, we recommend the company develop a presentation based on the issues decided in that case for company spokespeople invited to address school boards.! In addition, the company should present the benefits of alternatives to removal. In addition, -IS- C w e 'suggest the company consider offering to repaint the ceiiing itself, as a socially responsible corporation. q p - f ' l i * '*,1. . * V \-?v * * ; 1y". /.i * i *`V - * .. ; * V. ^ ;*:*.*.* * . ' r * . . ' * ** "*.*" * *' V j. ** * - * * : .** *. / ' i; * ",* * V ` * *..** *.,*** * .. / * .. * v.\\ ** .i 9 ' * % * * fi . *.* 4 { r I H I STRATEGY: Organize a third-party panel of independent experts to be available for testimony, commentary and . technical support in appropriate markets and forums. Several important benefits can be derived from organizing this type of panel, first, as already noted, asbestos '.manufacturers, like industry proponents of nuclear energy a few years ago, have little, if any, credibility. Evidence fi^ff.adduced by recognized, independent experts, in tandem with * accompany's own, can significantly heighten credibility. ^'/{This fcind of backing could also shore up the wavering, oard member who may not be convinced removal is the 'XV.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 tonal removal o f asbestos in schools.) One important.use of this panel could be to request that it review th EPA 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 - -17- c 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 notable result of the asbestos controversy is the public perception of corporations shunning their ..y. ; social responsibilities* A panel, funded by, but indepen- ^ dent of, the industry could go a long way in ameliorating (S .y `r ` nL.n;...-..ID , that perception. r mentioned, the panel should be funded by all the industries, cooperating in the coalition. And the coalition ^ should make a public statement that while it is providing ` ' ' ' v " " ' .. .. . wm and recommendations are entirely those ^ , ..7..--^i.therpanel. t (Two. 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^ - I V 18 national debate over asbestos, thus performing an extraordi nary public service v r ~ . .* ` */ V:v -\ v*** ' ; " -V- \ .**< _ *v/* '_ ,,/.. * v.w.*iv . 4* V <7 a ;t. i'V % s' .* - S J . . " /'A #,X^rr *pv / t STRATEGY level .. Begin to capture "share of mind" on the national 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. While we believe this .strategy has considerable merit# ~-^-`-"We suggest actual placement efforts should be delayed until the.J.company-(or the coalition) decides upon a panel of -.experts. .T'uvt.v- /: sasoning is this: Bill and Knowlton couid arrange ..** \r~:'4' .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-backed 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 of a panel# we can move immediately to begin placement efforts. c c -20- s t r a t e g y : Lay the groundwork for immediate response to trigger points which suggest the on-set of national media attention. Again, this strategy has already been discussed, and approval received for beginning materials development (contingent upon receipt of transcripts from the company). In addition, Hill and Knowlton has. interviewed suggested ^spokespersons preparatory to media training. Finally, a media list is under development now. (Part one of the media iist,vselected health and environmental writers is contained. . ...... , .... ....... >.<' ;t0 this document. Part two, selected1" - national business and 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 U.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. This, then, should be considered a trigger.  ' Although the McNeil/Lehrer show has not yet aired, it, too, should be considered a trigger, as it is highly regarded v;:^in the journalistic community, and has frequently been in the lead in breaking stories of national importance. (At the '* time of this writing no broadcast time has been set.) -y Local inquiries from stringers representing national ,. ;:;media should be considered possible triggers. V J t i i. y Similarly, reports in major regional newspapers should */**'^:%*.**'' . . . '^^he^onside r e d triggers, particularly if the newspaper owns a .Finally, inquiries from free-lancers, particularly well-regarded free-lancers, should be considered triggers. '''''^^iAlmost'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. c COMMUNICATIONS POLICIES AND PftOCEDUBKfi -22- c INTRODUCTION - - . C The key to the effectiveness of any communications program is for the personnel conducting it to retain on-going close communications. This is particularly important in this case as U.S. Gypsum is confronting issues of national . as well as corporate significance, The involvement of several 0.S. Gypsum departments/ -and Xnowlton, and potentially, other players, suggests firm groundrules are estab-sharing process is fully rouhdrules*can be modified or eliminated as ...-"'A :'Circumstances dictate* Here we present check-lists, or flow-sheets, as guides, to three central tasks* information-sharing; media contact; and, news dissemination. ( c t-.iw:-..-'.; *, -23- INFORMATION-SHARING In this context, information-sharing by the legal dJepartment is crucial, indeed, little can be accomplished without it. However, we recognize that personnel assigned j to.asbestos litigation are preoccupied, and are sensitive about adding substantially to, their responsibilities. We ' suggest the following: Automatic copies to the Senior Vice President of 'Corporate Relations and Planning of all internal -- - memos and other relevant documents regarding the ohtroversy. similarly, we believe Hill and ' Knowlton should also be copied. {We are thoroughly aware of the confidentiality of the assignment. / Only selected personnel have been advised of our participation and records and memos 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, Hill= .i; ' -24- C 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 ; I*::..-.-relations and planning and Hill and Knowlton will be arranged as necessary for planning and (Hill and Knowlton personnel are to et wherever is most convenient for . .. U.S. Gypsum.) I' ii'iiiiijliw w i|p|ii i **V 1 V* . / .. . s* 7 1 ^ f ^ ^ - ^ T ^ '-Hill and Knowlton will provide *** *' -v ..' '.I*. the .senior Vice President of Corporate legal depart- jT\ Relations and Planning and his staff as designated with detailed conference reports, following up on meetings, and conference calls. Hill and Knowlton will provide the Senior Vice President 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* -25- c MEDIA CONTACT: POLICIES AND PROCEDURES The following policies and procedures should apply to all contacts by the media. In outlining them# we have assumed that corporate spokesmen have received media training. ..(In addition,, we would suggest that as a precaution, Suzanne **V> w ; .Torrey receive training* Although we recognize that because WiAjof her duties# she will not be designated an official ^ S p o k e s p e r s o n # nothing can prevent the surprise stand-up# . r .stand-alone interview in the corridors of a court. We ^ ^ 0 & v :Vii^:'iould be wise to prepare her for this" eventuality. C " ;--.o All divisions and division spokespeople# corporate secretaries, etc.# who might be likely to take a , call from the media should be advised they are not to comment on asbestos litigation, o All calls# instead# should be referred to Paul Colitti, who should have responsibility for screening them. o Although Colitti does not# should not# respond to inquiries on the spot# he should ask what the reporter's deadline is# and seek to accomodate it. o 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 s be immediate unless Colitti is repeating an approved corporate position or dealing with a - C -i'; v. -26- routine matter. What is important, howevr, is for Colitti to convey a sense of cooperation, o Having received a call, or having taken a message, Colitti should notify Hill and Knowlton, which can provide U.S* tSypstun available intelligence on that reporter, and when appropriate, available samples his work. This should give us a good idea of ` .the way individual reporters treat their stories, ereby helping us manage hews dissemination. - ^^S^Coiitti should tiUn.notify the Vice President of ............... / < - --v* regarding that inquiry has already been developed, then notification could take the form of a log - entry (include Hill and Knowlton 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 iA Jr i} Planning to decide policy. The meeting should 1/ include Hill and Xnowlton and, if appropriate, a representative of the legal staff. At that point, it 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. r ' -28- NEWS DISSEMINATION: POLICIES AND PROCEDURES As the program gets underway, U.S. Gypsum will have ; v: .-'occasion to disseminate news to the media. The following vrV}'-%v; policies and procedures will ensure timely, orderly dissenti- ~.nation. Once the decision has been made to release news or i:t r information, Hill and Knowlton should either write . ' 2 . ' * "" "" t o Z l s , : or review the release to ensure it has maximum'-'.' potential for pick-up. In addition, the determination should be made at '-;'/ ' " that point, in consultation with Hill and Knowlton, whether it best serves the company1s interests to- release 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 K ' for sheperding releases through the process, to help ensure there are no delays* When the release has been approved, It should be :.n sent, by messenger or by telecopy, to Hill and Knowlton, Hill and Knowlton will type the release and copy it on U.S. Gypsum stationery and hold it for release until it receives an official go-ahead from U.S. Gypsum. -'As a .precautionary measure-, -Hill and Knowlton will read the-release-word for word, 'comma by "comma, to a U.S. Gypsum representative before releasing it* ^ ;(We have found this a useful check against in*advertent errors .and/or last minute corporate changes.) Upon., a phone call from U.S. Gypsum authorizing release, Hill and Knowlton will put it out through appropriate channels -- general and business wires, national and selected local media, including newspapers, magazines, broadcast media, the PR newswire, etc. Immediately after release, Hill and Knowlton will begin monitoring for pick-up on our Dow Jones News Service, Reuters, and Associated Press wires, and report coverage to U.S. Gypsum, at once. -30- c APPENDIX A*** i> fe ' APPROVED PROJECTS Position Paper Position Paper Summary Questions and Answers ; Media List Development ./ Spokesperson Identification ; c Spokesperson Training TIMETABLE 10-12 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; Part three supplied by company. Interviewing completed. T o be determined. *** Until all of the position paper materials have been developed, it is important that a brief position 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. { c ;-i V/.Vx* V C ( v- APPENDIX B SCIENCE AND ENVIRONMENT MEDIA Ms. Isabel s. Abrams Freelance & Science Editor ..Science Challenge, Current Health 2 2216 Schiller Avenue . Wilmette, IL 60091 312-251-8935 "Mr. Jerry L. Ackerman ..Environment/Energy Writer The Boston Globe -v -^V^stoni-MA^ 0210TV:- Mr'. Kenneth Anderson - Editorial Director . . ,, ____iShrs-^Editori a l S e r v i c e s , `:/r:->;vo::i8x-247 *-**.: " ~ K a t o n a h , NY 10536 914-232-7816 Inc. Mr. Robert Bazell Science Correspondent NBC News 30 Rockefeller Plaza New York, NY 10020 212-664-4375 Dr, Irving S. Rengelsdorf Contrib. Science Columnist Los Angeles Herald Examiner Tech. Writer-Specialist Jet Propulsion Lab . "170 S. Orange Dr. Los Angeles, CA 90036 213-577-9467 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 f c m X-::-. C Mr. Philip M. Boffey Scianca 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 10SS0 914-667-9400 " J r -i Ms, Mary Jo Boyd Science Digest -.^888 Seventh Aenue New York, NY 10106 '/ :212-262-4160 ?- Mr, David R, Branch . Southeast ^Bureau. Chief .v^ . ^ . .... News Group 10.99 S, W. Ninth Terrace Boca Raton, PL. 33432 305-392-2612 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 fit M Streets, N.W. Washington, DC 22203 202-857-72S7 QC'J 7hhO ?;nTbP'fTiPin'iOPRPOO ni HUI-W W ' T W Ujn>H f i? .: ? ! ? S 6T - 0-t)U Mr. John Carey Science Reporter Newsweek 444 Madison Avenue New York, NY 10022 -> 2X2-350-2447 Mr. Joseph Carey Medical Writer USA TODAY Box 7852 Washington, DC 20044 202-276-3785 Ms, Carla Carlson Science. Writer U.s-Information Agency _ 400 C Street, S.W. .Room 456 ... .'^Washington,*DC 20547 202-724-9435 -v::" ".:Special Correspondent -.-'^eopler.Magaz.ine : ^.. x: ;22 BOylston Avenue Providence, HI 02906 . 401-751-4949 Mr. Laurence B. Cherry Freelance 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 20045 202-624-7390 Mr. Matt Clark Medicine Editor Newsweek. 444 Madison Avenue New York, NY 10022 212-350-2442 JC'J phf7C>T'APlTbRnWCTPRRROR ni eniHd -a^-TW woad 0:S1 S66T-S0-Ayw Mr. Victor Cohn Science & Medical Vfrlter The Washington Post 1150 ISth Street, N.W. Washington, DC 20071 202-334-7337 Mr, Q* D. Colen Science/Medioal Newsday, Inc. Long island, NY 516-454-29455 Columnist 11747 Mr. Joseph F. Collier Medical Writer Cleveland Press 4182 Giles Road Moreland Hills, OH 44022 .216-247-6542 Mr. Robert W. Cooke Science Editor . . hfe Boston Globe '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 Science 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. Pfc> t7SiSi0Tt7000088888S 01 tniHd A ? *!>' ;*rV; Mr. Julian DeVries Medical Editor The Arizona Republic P. 0. Box 1950 Phoenix, h Z 85001 602-271-8212 m s" Mr. Joseph Donohue Science Writer Atlantic City Press ,. Devins Lane . v Pleasantville, NY . :. ; :-' 9 5*"645-- 123 4 08232 *2X **.. .. ..... Mr. taszlo Dosa. .. - Science Editor ; *; : '9?c: 'America Washington,. DC 20547 -202-755-4800 ,v !;. V V'^Mrl- Donald C. Drake ^tfedical.Writer .... -|?.The;Philadelphia Inquirer ' 400 N.l'Bppad St. I. ^'Philadelphia, PA 19101 215-854-2544 Mr. Edward Edelson Science* Editor New York Daily'News 22.0 . 42nd St. New York, NY 10017 212-949-3750 M r ; ::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 212-687-2000 Mr. Dennis Flanagan Editor Scientific American 415 Madison Avenue New York, NY 10017 212-688-3900 er*d :x .J BUHd 0,8*'rw WOBd 12:SX S6X-S0-ABU h'' c M s . Ira Flatow Science Reporter National Public Radio 801 Second Avenue #701 New York, NY 10017 212-490-2444 Cv - O : Mr- Jon Franklih Science;Writes .. The "Evening Surf P. 0- BOX&1377 Baltimore, MD 21278 ' 301-332.-64S7 .Mr. Donald J. Frederick V% *~ **-' -^^riter/Editor N e w s ..Service AY^v'National Geographic Society Vil ^'^W'aWsahsihcinrgttootin, nDeC 52000033f6i '202-857-7760 X-.Y C"-" it S. Freese 'ffFvrpfelelalnafntce 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 (3t7*J pfrfrGj-p)ttTwattC'ttnPonpo ni HITt-M 'ire-TU UffiW IC-.Sl S66X-50-AUW c Ma. Ellen Hale Gannett News Service F. 0. Box 78S8 Washington, DC 20044 . ..703-276-5800 ' Mr. Alan Hall Research Editor :' Business Week "1221 Avenue of the Americas .. .New York, NY 10020 ,2X2-997-2799 Jean Hall 'Medical Editor ..vGannett WestDcrhievseter Newspapers jejjp.e.Reporter >waufcee Journal Box 661 c ^--'Milwaukee:,- wi... 5-3201 '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 4X6-585-5168 MsV 2S9 / 7bt7C^P) CTTtrCMTlPKTlOPPnnO nt T tr J hTUHri ffi'T W WOHd SC-.2T S6ST-S0-Abw Mr. Paul S. Jacobs . Medical Writer Los Angeles Times Times-Mirror Square .. .Los Angeles, CA 90S3 ... Mr. Daniel Kaercher . Health & Education Editor Better Homes and Gardens . 1716 Locust Street Des Moines, IA 50336 :515-284-2819 Mr.. Fraser Kent Freelance 'S.W, 23 Road ^Miami, PL 33129 ____ . Kirkman .C h i e f .Science Writer .. .. ciripps-Howard News Service .1110 Vermont Avenue, N.w, c Room 610 Washington, DC 202-833-9520 20005 Mr. Richard A. Knox Medical & 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"Xotulak Science writer Chicago Tribune 435 N. Michigan Avenue Chicago, IL 60611 312-222-3539 Ms, Alice Lake Freelance Glendale Road Harrison, NY 10528 914-698-1441 P P b O 7 >A Tt?W PlPlORRORP A ' .a .4* . f* % . -V :v ->r.- s';-' " -- i M 's * Lynne L a m b e r g Freelance .2211 K e n Oak Road. Baltimore, MD 21209 '\-v :3 0 1-4 66-iyO 6 8 Mr. Karl Lane Science Writer . Newsday ..Suite 1020 1301 Pennsylvania Ave, Washington, DC 20004 202-393-5630 N.W. .:Mr. Joh n M. Lan g o n e - Staff Writer ./*;.rv-:m p w v b j ;Magazine imfc-Lii'e Bldg ^^Rockefeller-Center 'Mew'-'.York, N Y 10020 -- "212-841-3519 _ yr^v****V '-' ' W a r r e n - L e a r y Science Writer `As s o c i a t e d Press '2021;K-'StTeet, N.W, '` Washington, DC 20006 .202-833-5300 Mr.' Paul T. L i b a s s i Editor. The Sciences Two E a s t - 63 Stre e t 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 - 'Vi?V <Tb`J P b b C ; 7 )PIT.bWAOPlRPOROR D I HUHd ' e v - r u UOy.d Z-.?.T 266T-S0-AbW Ms. Suzanne Loebl Freelance 788 Riverside Drive New York, NY 10032 212- 281-4065 Mr, Julian Loewe Science Editor Pasadena Star-News .525 E a s t Colorado Blvd. Pasadena, CA 91109 213- 578-6460 ':.;Ms V B a r a Marano American Health Partners 80 Fifth Avenue ^tr^.New .York, ny 1QQI1 '?;:-'..;^f-Ms (Sail.Mc B r i d e .-.5^ E d i t o r " : 'JAMA Medical News 535 ,,North -Dearborn **V I 'ChiTcag6',':.IL 60610 312-751-6635 Ms. Jean McCann Medical News Inc.-National International News of Medicine 2980 Berkshire Road Cleveland Heights, OB 44118 216-932-8025 Ms. P a t S, M c Cormack OPI H e a l t h Edit o r fi Freelance 45 Marion Road Westport, CT 06880 212-850-8600 Mr." K e n n e t h J. McCracken Medical Writer Rochester Post-Bulletin P.. 0, B o x 6118 Rochester, MN 55901 507-285-7743 Mr. Ke v i n S, M c K e a n Discover Magazine 1271 Avenue of the Americas New York, NY 10020 212-841-4975 t7t7-d 2t7t7SiSi0Tt70000888888 01 trUHd 'B'B 'T W WOdd C :2X 266X-S0-AbW r% ( * *>/J*-''*.. * C Hr. Donald p. Phillips Field Editor Hospitals, JAMA 840 lake 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 :> M r . Paul M. Raeburn . Science Writer The Associated Press Rockefeller Plaza New- York, NY 10020 ' W vg ^ l 2 - 6 J l r l 6 5 9 Hs^'^Judi'th Randal ^Correspondent V ;:;;.v;;New York Daily News (Wash. v R o o m "407 "v 2101 1 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. B o x 661 Milwaukee, WI 53201 414-224-2327 ' 'y V P b b C .-1P) .Pli bRRPlRPROORR D I H1THW 'fl^'TIJ UjniHH FC :?T ?;T-0-h)W v % H -A '-' V M r . Al.Rossiter, Jr. Science..Editor united Press international . 315 National Press Bldg, i -Washington, DC 20045 -"-V 202-393-3430 .. , .Mr. Stephen A. Rothman Medical Writer The Post . c/o 6600 Parker Avenue . W. Palm Beach, PL 33405 ^^305-837-4429 ,. M r . William Rubin j-pj-'Ed i t o r - ^-^^f'rhtrnati'onal Medical i g S S i W * ^ - 0 .Wilkins Avenue MD 20852 ;i:yl - U - :' $ ^ U 3 0 1 - 7 7 - 6 1 7 0 News Group ^^^..^ri.stine.Russell National staff 'v'.The Washington Post ~''1150 15th:Street, N.W. Washington, DC 20071 202-334-7466 M r -- Richard Saltus Science Writer San Francisco Examiner .110 5th Street San Francisco, C A -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 J7JQTHfAQf^QOODQQQ ni MHI-W fl'5*""VU trriPX 7fifiT-0-dUI # "' c :\.v ' i-' - c Ms. Sana Siwolop Reporter Discover Magazine Time-Life Bldg. Rockefeller Center rv"; 7 ,\New York, NY 10020 .212-841-4031 Mr. Gordon Slovut Medicine/Science .. Minneapolis Star & Tribune ./;425 Portland Minneapolis, MN 55488 ;^ 6 ^ r 1 2 - 3 7 2 - 4 1 2 8 Mr. William Snyder == ? . , - Banner TN 37202 615-255-5401 iVtasia Toufexis -`. ^ W r i t e r :-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 Ab'rl Pt7t7cy 71 .RTt7tfCW IRRRRRO n I H1TI-W R'S'TU UCM-I bC ;?T X--Cd--AH1.I < ' ! ** Ms. Ruth Winter. Columnist-Register & Tribune Syndicate 44 Holly Drive Short Hills , NJ 07078 ^^n^v.'-201-376"8385 or 0199 iV. Vv7.\ ! '- I - - . ... Ms*. Phyllis Wollman Freelance .7 401 East 74 Street : .. .New York, NY 10021 ; 7. 212-RH4**5443 7 ^ 7 M r .='Michael Woods Science Editor The-.Toledo Blade 80'rNat:onaJL Press Bldg. : 20045 Mr.`'.Patrick Young ! .. j-.l^.^Chief^Science/Medical Correspondent :-- ^ ^ ^ ' ^ ^ e w h ' o u s e News Service 1750 Pennsylvania Avenue, N.W. C - - , ~"^ t e ^ 2 0 ^shihgtoii, DC ' 20006 .202-383-7847 M r y TThomas 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 210 South Street New York, NY 10002 212-349-50JD0 - Mr.. David Zinman Science Writer Nawsdays Long Island, NY 516-454-2957 11747 Mr. William V, Breyfogle Scince/Medical Writer Telegraph Herald W, 8th & Bluff Sts. Dubuque, .IA 52001 319-588-5748 ' 8t? ' d 2 1 7 ^ ^ 0 Tt70000888888 01 tlIHd 3`S`T W WOdd c66T-80-AbW 1 c c Mr* Michael Briley Freelance 1138 Mariano Drive Ojai, CA 93023 805-646-0962 ' '?. 'Mr* R i c h a r d D ietman Kinesota Public Radio '..45 E a s t 8th street St. Paul, MN 5S101 612^221-1500 -Warren Froelieh 'Ct S c i e n c e W r i t e r ... '----- San Diego Union . .San Diego, C A 92112 iMrV.f'Jbhn. N o b l e w i l f o r d Science News Reporter The New York Times 299 W e s t 43 Street \ Ms. Abigail Trafford .S. News & World Report 2300 North Street Washington, DC 20037 202-861-2000 V 6F *d Sl7t7SiSi0Tt70000888888 Oi b U H d S'X ' T W WOE)d S E :2 T