566 



•d/ 



' -.--v;*'" 



TO: Horace R.^^Xori^.e^jay 



FROM: rr«d PiftSer ^.^-j^T/'' 



SUBJECT; Th« ffop«r ?rcpc9«I 



It is my ttrorg b«li«< th»t w« now h4v« tn opportunity 

 to t*)ct th« initi«tiv« ifi \\\% cigarttt* controversy, and 

 start to tujrn it around. 



For n««rl/ cwenty y««ra, this industry has «mpIoy«d 

 , • single strategy to defend itself on three nA^gr fronts — 

 litigation, politic*, and public opinion. 



VThila the strate^ was trilliantiy conceived and 

 executed ©ver the years helping us win '.".r-rrta-t bit-'.*-:.. 

 it is only faxr to say chat it is not • nor was it intended 

 to be - « vehicle Cor victory. On the contrary, it has 

 alwaya been a holding strategy, consisting of 



-> creating doubt about the health charge 

 without actually denying it 



— advocating the public's right to smoite, 

 wlcJiout actually urging them to take up 

 th« practica 



•- •aeouxaging objeative scientific research 

 a« the only way to resolve the question of 

 bttslth haaard 



on tho litioation fron^ for which tha strategy was designed 

 it has been aucCQSSfal. rvhii* we have not lost a liability cast. 

 this IS not because jurie* havo rejected 'ihe anti-s<ncking 

 arguments. 



n^ ^.he eolitie.l front , the ,traregy has helped make 

 possible an orderly .etreat, 3ut it is fair to say chat it 



*^i?'' It 0020.09 



