Sk B1 Rollout Fdr- 12-30-03 Widmeyer Communications Memo Re Budget Estimate For Pr 513

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WIDMEYER.COM

MEMORANDUM TO:

Al Felzenberg

FROM: Scott Widmeyer Kevin Bonderud DATE:

December 30, 2003

RE:

BUDGET ESTIMATE FOR 9/11 COMMISSION COMMUNICATIONS ASSISTANCE

As a follow up to our earlier memos and discussions, this memo provides a budget estimate for the work we've discussed. As you know, the commission faces an enormous task in communicating what it's doing and what it finds over the next seven months. How well the report is released and promoted will determine not only how the public and key groups react to it, but also how well history will understand and appreciate the commission's work. Let's discuss these estimates as soon as possible, so we can begin the critical planning and other work immediately next week in advance of the first hearings of 2004. This memo is organized under the same categories we used in the December 16 memo, which was based on the three areas outlined by Phil - managing and assisting with the media, working with the families, and the release and rollout of the report - as well as the critical planning that must take place to make sure those three major tasks are executed effectively. We can, of course, provide more budget details and answer questions about the assumptions on which our estimates are based.

I.

PLANNING

$ 20,000

As we discussed, the first step is to develop a plan for the entire communications effort. This will include determining how we intend to execute the other major task areas. But it is primarily critical because it will also focus on: • •

Developing overall messages to be used throughout. Identifying and determining tactics for potential constituencies - from the families, others most affected by September 11, and government agencies and departments to such groups as the aviation industry, the firefighters and law enforcement unions, and the Arab-American community.

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• •

Setting communications priorities, including identifying top-priority journalists/outlets for special briefings and appearances (Will, Broder, networks, etc.). Analyzing past media coverage of 9/11 to identify possible commentators (per Phil).

This planning should begin immediately. Again, the plan must contain mini-plans for each potential stakeholder group.

II.

MEDIA OUTREACH AND MANAGEMENT

$270,000

This category of work - what Phil called the "help Al" tasks - would encompass all aspects surrounding media relations leading up to the release of the report. To answer the question you raised in your December 16 e-mail message, we are prepared to draft all of the written material (working with your oversight and approval). You should be freed from those time-consuming tasks. The ongoing media tasks over roughly four months would include: • • • •

• •

III.

Ongoing assistance with media, including responding to inquiries, $ 70,000 dealing with day-to-day issues, monitoring, analysis, etc. Assisting in drafting news releases, statements, op-eds, 60,000 speeches, backgrounders, and other public materials. Providing support surrounding hearings and other events. 100,000 (Assumes 15 days of hearings with at least two-people onsite) Orchestrating media briefings. 40,000 • One-on-ones with top columnists/networks/editorial boards • Two conference call briefings for regional newspaper reporters • Two conference call briefings for editorial writers • Presentations before publishers, editors and Radio-TV news directors meetings Developing written media updates. (Assumes four monthly update for January-April) Ensuring that we stay on message and that the daily controversies or news items don't overwhelm the big picture.

WORKING WITH THE FAMILIES

$ 45,000

Clearly, the families of those who died on September 11 must be given special attention. And this is an area in which you have, understandably, had trouble to date. From your December 16 e-mail and our subsequent discussion, we need to determine how much of our work in this area is behind the scenes versus implementation. We assume we'd work closely with Emily and Ellie, while they would undertake most of the direct contact with the families.

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Our work in this area would focus on three major areas: • • •

IV.

Expanding the number of families that are involved, ensure that they understand what the commission is doing, and build more support within this group. Developing and implementing a proactive program for pushing information to them. Analyze past media coverage to identify articulate family members who deserve additional, special attention and can play a more active role now and when the report is released.

REPORT RELEASE AND ROLLOUT

(Release) (Post-Release)

$123,000 $145,000

The first three tasks will set the stage for a successful release of the report. The release and rollout of the report includes two major sub-categories: Report Release • Materials and presentation development. • The actual, day-of release and promotion of the report, including media outreach and news conference • Satellite media tour • Major talk-show bookings • Select pre-release briefings. • Day-of briefings for family, Congress, Administration, etc.

$ 15,000 50,000 18,000 15,000

Report Rollout • Post-release town hall meetings and speeches. • Post-release interviews, media follow up, congressional hearing and promotion, articles/op-eds.

25,000 75,000 70,000

### The commission's communications challenges ahead are enormous, and we must meet those challenges in a very short timeframe. The estimates above are fairly conservative for the scope of work that needs to be done. Let's discuss as soon as possible. As stated earlier, we can explain further about the assumptions on which these estimates are based. And we understand that we may need to make some decisions regarding priorities and the scope of work, depending on the resources available. Again, we appreciate the opportunity to work on this extremely important and challenging undertaking, and we look forward to beginning as soon as possible.