sk b1 rollout fdr- 3-4-04 draft pr plan 505

8/14/2019 SK B1 Rollout Fdr- 3-4-04 Draft PR Plan 505

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9-11 Commission PR PlanDraft Ideas - 3/4/04Objectives1. For report to be known and referenced widely as the full and complete account.2. For recommendations to be passed into law or ordered into regulation.Constraints

1. Lack of time - we have only 30days to disseminate report anddrum up support.2. The Democratic National Convention begins 7/26.3. Congress adjourns for recess on 7/23.Short Plan Outline (Expanded on pp. 2-3)

Reach millions of eyeballs before Convention. Dominate news cycle for 2-3 days. Book, Broadcast, Cable, Newspaper, Magazine Radio Interviews Major policy speeches2. Back in DC for substance Congressional Hearings Stakeholder Meetings3. Pause to wait out the Convention.4. Satellite market tour Major markets outside NYC/DC Repeat cycle - TV,Radio, Edit Boards, Speeches5. Speeches, seminars, forums at universities, policy institutes from August onward.6. Substantive policy articles in journals, newsletters with long lead times.

Major Questions to Consider1. Release dateIf the report is released during the Convention (7/26), it will be significantlydrowned out. It will also be seen as more partisan.Ideally we will drop the report on a Mon., 7/19. Combined with an embargo,this would allow the report to be featured prominently in the majornewsmagazines on the same day it drops in all of the papers, etc. Hopefullythe report will be on the cover of each of the three big newsmagazines.

If the report can't be dropped on 7/19, the sooner the better. We need toavoid getting caught up too much in the pre-Convention coverage.Embargo The biggest risk of an embargo is that information is leaked early to thepublic. We can lessen this risk by limiting the preview to 2 or 3 days. An embargo is likely to maximize coverage and minimize factual errors.

Publications will need time to sort through the hundreds of pages and crafttheir own summaries and analyses. An embargo would increase thelikelihood of more in-depth, substantive articles accompanying the releaseofthe report.The sooner the report is in the hands of the press, the sooner our storycomes out. If we release the report with an embargo on 7/19, we can havethree straight days of big news coverage before the Convention. If werelease on Wed. without an embargoed preview, the major analyses will likelybe printed on Fri. and Sat. and will have to compete with the Conventionmore directly.


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3.

Long Plan Outline1 Reach millions before Convention. Dominate news cycle for 2-3 days.a. Embargoi. Send embargoed report to outlets at least 2 days prior to release.ii. Schedule embargoed interviews at least 1 day prior.

1. Individual interviews with select columnists, reporters. L2. Conference calls with regional reporters.b. Confluence of Mediai. Book in Stores1 Ideally the book would appear in stores on report deadline.Could drop the book later in August, well after the report isreleased online and to the President and Congress, to extendcoverage.

Book will sell much better if it comes in conjunction with othermedia.Broadcast TV1. All three morning shows the first day.a. Today Showb. Good Morning Americac. Early Show

2. Evening News - Construct first-day presentation event to befeatured (see point \x . below re: Major Presentation Speech).3. Appear on all Sunday morning talk shows. Timing depends onreport. (Ideal would be the Sunday before report drops - 7/18)

4. TV Newsmagazine shows (Dateline, 20/20, Nightline)a. ABC Nightline Policy Forum (Town Hall).

i. All 1 ^Commissionersii. Outside policy experts.iii. Staff experts.iv. Audience w/ questions.b. Other newsmagazines as requested.Cable TVii.

iv.

vi.

1. Interview shows from main three news channels (CNN, Fox News,MSNBC) the first night.a. Larry King Liveb. O'Reilly Factorc. Chris Matthews2. Morning shows from the main three cable nets the 2nd morning.Magazines

1. A Monday release plus embargo could get all 3 covers.2. Would likely have to schedule interviews for the magazines and all

other publications who sign up for the preview at least the daybefore the report drops.Newspaper Excerpts

1 Lengthy (separate section?) reprint of Abridged Findings andConclusions.2. Print in numerous national pubs.3. Part of public record.Newspaper Articles1 If embargoed, the report will produce front-page articles aroundcountry.


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2. Additional first-day analyses and editorials are probable.vii. Newspaper Op-eds1 .2.

/IM/ W Q .'"/ *

If we release on a Mon., we could place op-eds around thecountry on a Sunday to preview. (Good coordination with Sundaytalk shows.)Could also have a series of op-eds highlighting individual recs in^ local media marke ts to accompany national roll-out (see point 4.below)Major Presentation Speechi. Publicly unveil report with all 10 Commissioners,ii. Major NYC location v1.-Gtty-Hatt/to Af/2. Statue ofLiberty /u ' Council on Faign fHationg A r*4. Ground Zeroiii. Coordinate with publisher re: book event *A1. Major NYC bookstore? $2. Release book at same time as major speech.

2. Back in DC for substancea./Hold hearings with Intel, Homeland Security Committeesi. One in morning, one in eveningii. One on 7/21, one on 7/22Stretches out press coverage.iv. Last chance for Commission to meet with Congress before election.Stakeholder" MeetingsFamilies1. Before major presentation speech , on the first day of the report (ifnot earlier)2. Private, no press coverage.3. Schedule of meeting depends on relations w ith fam ilies as wenear repo rting deadline.4. Could include family meetings at different stops on satellite tour.Unions1. Firefighters2. Law Enforcement3. Federal Employees/iii. Lobbies1. Aviation Industry ^^2. Financial Industry y3. Immigration Groups /4. Arab-Am erican Groups

Pause to wait out the Convention.a. Take a break after hectic week.b. Re frain from being embroiled in partisanship.c. Message will be drowned ou t anyway.d. Dem ocratic Com missioners can act individually.Satellite Market Toura. Restart rollout after end of Convention. W ait until Aug. 2?b. Hit major markets with different Com missioners.i. Kean and Hamilton go to three biggest markets together as chairsover the course of one week.

3.


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1. Los Angeles2. Chicago3. Somewhere in the South.a. Atlantab. Dallasc. Houstond. Miami4. Other Commissioners could joirf them based on availability.ii. Other Commissioners hit up markets close to them or where theyhave ties.

1. Gorton in Seattle2. Gorelick in Boston.3. Lehman in Philadelphia, etc.

c. Repeat similar focus as the first days in NYC, but on a local scale,i. Morning showsii. Radio call-in showsiii. Midday policy speech,iv. Newspaper edit boards,v. Evening news shows.d. ABC Nightline Forum (if not in the first week)e. Television Documentaryi. PBS Frontlineii. History Channeliii. Discovery Channel, etc.5. Speeches, seminars, forums at universities, policy institutes fromAugtrergnward.a. A few in DC in August, (examples)i. Brookingsii. Heritageiii. AEIv. Wilson Center, etc.

b. Foreign Policy clubs and councils.

iii. Chicago Council on Foreign Relations, etc.c. University seminars throughout the fall.i. Commissioners as individuals.ii. Brought to different locations by the universities.1. Kennedy School

2. Hoover Institution3. Carter Center4. LBJ Center, etc.6. Substantive policy articles in journals, newsletters with long lead times.a. Smaller scholarly or trade publications that require many months of leadtime.i. Scholarly Publications - FpceRfrPPolicyTForeign Affairs,J^c.ii. Associations - Mayors, Governors, Firefighters, STaTefAttorneySenerals, etc.iii.

sk b1 rollout fdr- 3-4-04 draft pr plan 505

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