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A FCRV.ARD LDOt^ 



Although the industry has been bedeviled by sensational head- 

 lines generated often by publicity seeking researchers and a seeming 

 revival of the anti-cigarette crusade, the trend is beginning to turn. 

 In 1953, no voice was being raised in behalf of the Industry. Press 

 comment was almost entirely limited to a reflection of unproven theories 

 which most people were accepting as proven facts. No balancing inforna- 

 tlon was being rr.ade available. 



The progress of the Tobacco Industry Research Cotrrilttee's 

 program Is bringing greater acceptance of the industry's sincere efforts. 

 The publicity acconpanylng each step taken so far by the Tobacco Industry 

 Research Committee, particularly since the selection of the Scientific 

 Director and the Scientific Advisory Soard, has helped bring understand- 

 ing that the charges against tobacco are not proven and are not joined 

 In by a large body of scientific opinion. The bolk of editorial comment 

 n ow appearin g approves and, at tines, applauds the action of the Industry. 



There are, however, many indications that the researchers and 

 associations who have led the attacks against cigarettes are going to con- 

 tinue their efforts publicly and are even more anxious than ever to Jus- 

 tify their position and put their case before the public. Recurrent 

 publicity about such attacks can be expected and is anticipated* 



It is not enough, of course, to be prepared to answer (or pre- 

 pared not to answer) attacks when they come. It is necessary to continue 

 building a broad base of public knov.ledce of the total story. Progress 

 is being made along these lines i 



1. Basic Public Approach . In all endeavors, continuous 

 emphasis is placed on (a) inforning the public of the 



