437 



vill b« devtloped vhcn there hat been tooufh tiae to Bake a aore coapre* 

 henslv* study of additional asp«ct« of the problea aod to think throufb 

 various coursei of action and projects. 



ITie situation is one of extreae delicacy. T^tn is such at 

 stake aod the industry (roup, in aovioc into the field of public rela- 

 tions, needs to extrcise great care not to add fuel to the flaaes. 



nie recooaeoded approach is conservative and lonjTange. Ve t>- 

 do not believe the industry should indulge in any flashy or spectacular 

 ; ballyhoo. There is do public relations nostrua, known to as at least, 

 which will cure the ills of the industry with one swallow. The need is 

 for a roundly r nnr»<rpij | and effectively eJcecu ted prograa based upon 

 eont<nu<n [ ^ research and factual iafora atioB. 



It would b« a aistake for the industry group to ioaugurat* the 

 conteaplated prograa unless it is prepared to aaintain it for a ainiaua 

 of three years. The results of soae of the aedical research suggested ,^' 

 could hardly be in hand short of that period of tiaa. 



The underlying purpose of any activity at this stage should be 

 reassurance of the public through wider coaaunicatlon of facts to th« 

 public. It is laportasft that the public recognise the existence of 

 weighty scientific views which hold there is bo proof that cigarette 

 saokiag 1* a cause of lung cancer. 



In connection with the proposed activity, it is iapossible to 

 overlook the fact that soae of the industry's advertising has cone la for 

 serious public criticisa because of eaphasis on health aspects of siokii^. 



This, of course, is a problea for the individual coapanies and 

 will not be included in this prograa. But it aust be recognised that scae 

 of the advertising aay have created a degree of skepticisa in the public 

 aiod which at the start at least could affect the believability of any public 

 relations effort. 



