427 



conf idantlal "Public Relations Raport" to tha Tobacco Industry 

 Research Cosaittaa. A copy of tha report is attached as 



exhibit 13. 



Tha report finds that the activities of the Tobacco 

 Industry Research Council have shifted public opinion in favor 

 of the tobacco industry and succeeded in isolating nany of the 

 industry's critics. According to the report: 



"A large proportion of the attacks against smoking Bade 

 recently, and expected to continue in the next few months, 

 originate with the sase small group of critics who have 

 led the anti-tobacco aoves of the past two or three years. 

 Neither the press nor the public seems to be reacting with 

 any noticeable fear or alarm to the recent attacks." (p. 

 1) 



The report also notes the success of the program to 

 influence medical opinion: 



"A factor that has become more noticeable ... is that, 

 more and more, doctors and scientists are voluntarily 

 speaking up at medical meetings to express disagreement 

 with the flat charges made against tobacco . They do not 

 exonerate tobacco but say that the case against smoking 

 has not been proved and that much more evidence is 

 needed." (p. 2) 



Furthermore: 



"Another aspect that also is becoming more apparent is the 

 great emphasis being placed by scientists in this country 

 and abroad on the role of air pollution as the major cause 

 of lung cancer. Two recent scientific reports on air 

 pollution and health received national newspaper 

 attention. The subject is being treated by the press as a 

 new, interesting and important phase of the overall 

 situation." (p. 2) 



Despite these important successes, the memorandua warns 

 against "any attitude of complacency in our public relations 

 approach, especially when we consider ... it is not possible at 

 this time to assess fully the probable impact of federal 

 government reports and activities that are indicated in the 

 months ahead" (p. 1) . 



July 11. H5i . Hill and Knowlton writes a confidential 

 memorandum to Hartnett, the chairman of the Tobacco Industry 

 Research Committee, regarding "Conferences with Life and 

 Reader's Digest . The memorandum is attached as exhibit 14. 



According to the memorandum, Dr. Little of TIRC met with 

 the Deputy Managing Editor of Life, Robert T. Elson, on July 

 17. At the meeting: 



11 



