252 



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■In a 1M2 mm, J.M. Brady. TIRC's associate scientific director, 

 said that 'the (Wynder) emergency was handled effectively,' the 

 Industry havinq realized that it had 'a public relations problen 

 that HiSt be solved for the self-preservation of the Industry.' 

 TIRC, Brady wrote, 'has carried its fair share of the public 

 relations problem (which) was like the early symptons of diabetes -- 

 certain dietary controls kept public opinion reasonably healthy. 

 When some new symptoa appeared, a shot of insulin in the way of a 

 news release' was one of the devices that 'kept the patient goinq,' 

 Brady said in the neno. To 'improve the industry "Image*', Brady 

 urged a SS million annual budget for the TIRC... TIRC became the 

 Council for Tobacco Research ln 1964.' " 



Hill and Knowlton, the public relations firr hired by the Tobacco 

 Institute, played a major role In the instltuc.'b creation of a 

 publication called Tobacco and Health (later. Tobacco an*.. Health 

 Research ). "A 1960 meao from the ... fine shows a print order of 536,742 

 copies. Including one for 204,000 U.S. physicians, 3,181 county htalth 

 officers and 1,655 'chief editorial writers." ^^ The 'Criteria for 

 Selection' of articles for the publication Included the example of "a 

 report In which the smoking -associated diseases are questioned.' ^^ 



The Industry's interest in the potential popularity of a percelved-as- 

 healthler cigarette was reflected In a paper in the late 1960s in which 

 Helmut Wakeham, later vice president for research and development of 

 Philip Morris* Inc., told the company's board that one of the RU 

 missions of tho company was: 



"to learn more about the psychology of smoking, hopefully to 

 discover ways to exploit the benefits of smoking to the advantage 

 and profitability of our major company business." ^* 



According to a memo written by Tobacco Institute Vice President Frederick 

 R. Panzer In 1972, the tobacco Industry's public relations strategy was 



