420 



declin* in tobacco stocks on th« stock markat has caused gravs 

 concern" (p. 4) . 



According to the Bemorandua, " the chief executive offlca^-j 

 Qf all the leading tobacco companies — R.J. R eynolds. PM. BtH. 

 U.S. Tobacco Company. BtW — have ag reed to ao along with a 

 public relations D ro<yraB on the health issua * (p. 1). 



Specifically, they agree that: 



"Thev shoulj sponsor a public relations campaign which ia 

 positive in nature and is entirel y ^pro-ciaarettea . ^ ... 

 Thev are also emphatic in saving t hat the entire activity 

 is a long-term, continuing program, s ince thev feel the 

 problem is one of promoting cigarette s and protecting the« 

 from these and othe r attacks that may be expected in the 

 future . Each of the company presidents attending 

 emphasized the fact that they consider the program to be a 

 long-term one." (p. 2) 



December 24^ 1»53 . Less than two weeks later, on December 24, 

 1953, Hill and Knowlton writes a set of "Preliminary 

 Recommendations for Cigarette Manufacturers." This document is 

 attached as exhibit 3. 



The paper observes: 



"[T]he grave nature of a number of recently highly 

 publicized research reports on the effects of cigaretts 

 smoking . . . have confronted the industry with a serious 

 problem of public relations. ... The situation is one of 

 extreme delicacy. There is much at stake and the industry 

 group, in moving into the field of public relations, needs 

 to exercise great care not to add fuel to the flajies." 

 (pp. 1-2) 



According to Hill and Knowlton: 



"The recommended approach is conservative and long-range. 

 . . . There is no public relations nostrun, known to us at 

 least, which will cure the ills of the industry with one 

 swallow. The need is for a soundly conceived and 

 effectively executed program based upon continuing 

 research and factual information." (p. 2) 



Hill and Knowlton recommended: 



"The underlying purpose of anv activity at this stage 

 should be reassurance of the public through wider 

 communication of facts to the public. It is important 

 that the pub lic recognize the existence of weiohty 

 scientific views which hold there is no proof that 

 cigarette smoking is a cause of lung cancey ." (p. 2) 



