C.. c + * December 24, 1953 ff’ 2 PRELIMINARY RECOMMENDATIONS FOR CIGARETTE MANUFACTURERS Bec ong! Because of the grave nature of a number of recently highty publicized research reports on the effects of cigarette smoking, wide= Ries spread public Unterest has developed, causing great concera within and = : ‘yeithout the industry, é “These developments have confronted the industry with a serious problen of public relations, Obviously, that problem would be quickly solved if the adverse publicity would cease and people would stop talking about the whole matter, : ar going to cease these criticisms, A check anong national magazines | indicates that other periodicals are considering articles on the subject, Among then are Woman's Hone Companion, Look and Cosmopolitan, The February issue of Pageant has an article publicizing the Wynder researches, fl Re There is nothing the manufacturers can say or refrain fron 2 lest topline that oan stop people from being interested in their health, nor eels alley els fear of cancer, So long 29 the causes and eure of this dread 3, Pere! Eto | disease renain unknown people will be subject to waves of fear regarding it, It is important that the industry do nothing to appear in the light "of being callous to considerations of health or of belittling medical re. search which goes against cigarettes, ZbOTSOOT: ‘The industry should lose no time in making it completely clear to the American people that it is not unmindful of the public health, ‘There is an evident urgency about the matter which makes it advisable to suggest certain imediate steps, A fully rounded-out progran 8Swill be developed when there has been enough time to make a more compre- hensive ‘study Of additional aspects of the problen and to think through various “courses of action and projects. The situation is one of extrene delicacy, There is much at is sheet te z stake ‘and the industry group, in moving into the field of public rela- tions; needs to exercise great care not to add fuel to the flanes. AGW aS Bo ‘ The recommended approach is conservative and Long-range. We BELTS at oe for # soundly conceived and effectively executed program based upon cette research and factual information, 2 oo ae jit would be a mistake for the industry group to inaugurate the BEDE contenplated progran unless it is prepared to maintain it for a minimum ae iiatiebeAT io of three years. The results of some of the medical research suggested seated tno i could hardly be in hand short of that period of tine, te, The underlying purpose of any activity at this stage should be 5 "the public through wider communication of facts to the ae public, ‘Tt 15 inportant that the public recognize the existence of welpity selentitie views which hold there is no proof that cigarette iy oniag is a cause of Jung cancer. “5.0 Tn connection with the proposed activity, it is impossible to veriook the fact that some of the industry's advertising has cone in for serious public criticism because of emphasis on health aspects of sitoking, 682bOTSOOT This, of course, is a problem for the individual companies and will not be included in this program. But it must be recognized that sone of the advertising may have created a degree of skepticism in the public nind vhich at the start at least ‘could affect the believability of any public °° ete relations effort,ef Cc oe Cc The decision of a group of companies in the industry to take ction needs to be implemented by the selection of a Chairman and Treasurer and the adoption of procedures for the collection and disburs ment of funds, In addition, it is important that the group establish 7 Piledashat ony Procedures for expeditious clearance of any policy statements it may Bees decide to issue, ee ‘ alge: "the following recomendations are submitted for consideration ees zo cae eter Raa 2 ‘ AH Rs C 4 the manufacturers: ee . Headquarters of the Comittee, Headquarters should be aq, 2+ Headquarters of the Comittee, stablished in New York City, UHy02. Name of Committee, The following name is submitted; 30"! " eo : Tobacco Research Committee, “9. Setoup and function of Comittee, The word "research" should be included in the name of the Committee to establish the fact that the group will carry on or sponsor fundamental scientific research Fa and will not be solely an information agency, The Comittee's research . a . OBS sates . should be of (>) editorial and statistical research into pertinent Phases of the current controversy, * The Committee should be prepared on competent scientific C : a ‘advice from outside the industry to give substantial support to objective non-duplicating medical research that is most likely to be productive Promptly of convincing results, The Committee should have a Director of Research, a medical research authority of unquestioned national repute, The Director would O62b0TSOOT. have such research assistants as may be required, The Research Director would serve as spokesman for the Committee on medical and scientific : matters,