Sk B1 Rollout Fdr- 3-26-04 Draft Press Rollout Proposal 497

X DraftS/26

NATIONAL COMMISSSION ON TERRORIST ATTACKS UPON THE UNITED STATES PRESS ROLLOUT PROPOSAL

Two of the major objectives of the Commission are to ensure the widespread dissemination of our final report to the American people and to build support for the implementation of our policy recommendations. A comprehensive and vigorous press schedule is central to achieving these objectives. To this end, we have formulated a proposed press schedule for the first week of the rollout, based on Thursday, July 22, 2004, as the release date for the report. Discussion of the schedule and relevant issues follows the timeline.

\lAfl L~-

Proposed Timeline

Moffrlw. far*}> 7

June 30 (Wed.)

Submit for Pre-Publication Review (DC)

July 14 (Wed.)

Submit Manuscript to Publisher (DC)

JY ™''

July 20 (Tues.)

Release Embargoed Exec. Summary (DC)

^^p

July 21 (Wed.)

Family Preview Meeting (DC) -ft*

July 22 (Thurs.)

taff Reporfollout (DC) . Statement, Report Posted ^OA • Reading Room w/ staff ' Official Govt. Rollout (DC) • Introduction Speech

/ / ft /V\ 'J? — potf-sJt o\ I

•

Present Report to Congress

r/v\

Present Report to President

-? r?^ -Congressional Hearing (DC) . • Intel/Homeland Security/Govt. Reform Committee(s) Hearing Evening Press RoIlou • Uro3.dc^st livening r> cws j • Evening Cable Iiilerview Show • Televised Town hall

July 23 (Fri.)

"I

Morning Press Rollout (NYC) • Morning Cable Shows • Morning Radio, Local and Nat'l.

4PW»^" 2~ I ~

A I Introduction Speech (NYC) Evening Press Rollout (NYC) • Evening News Shows • Evening Interview Shows July 24 (Sat.)

University Speech (DC, NJ, NYC) Long-form Daily and Periodical Interviews (DC, NYC)

July 25 (Sun.)

Sunday Press Rounds (DC) • Network Policy Talk Shows • Broadcast Newsmagazines

Constraints The timeline is constrained by many factors. Congress begins its August recess Friday, July 23. The Democratic National Convention begins in Boston, Monday, July 26. The Commission has set an aggressive schedule to draft, edit, declassify and publish the report; our schedule is not completely our own. Basic Schedule As the timeline attests, we are planning to schedule a few major events, to be attended by all 10 Commissioners, during the first few days of the release. These events will be structured to create news that will further drive the coverage of the report. National television and radio interviews will be scheduled in blocks around these events. The major event will be the introductory speech and press conference. As mandated by legislation, the Commission would then present the report to Congress and the President. Commissioners would then appear before one or two relevant Congressional hearings to discuss policy recommendations. All of these are separate events, with separate visuals and story lines. The Chairs will preview the report on all five major morning network shows and review the Commission's findings on the three evening network news programs. All 10 Commissioners will tape a public town hall-style question and answer program before fanning out across the wide spectrum of evening network and cable interview shows. The Commission has already received requests from these shows for a Commission presence on the day of the report's release.

A similar schedule will be repeated the next day in New York City, with an increased focus on local press and fewer responsibilities to present the report to government bodies. The overall schedule will be particularly intense for all 10 Commissioners because there is a limited window during which the report can capture the national attention before the convention and the campaign take precedence. Release date Moving the release date a few days earlier, such as to Monday, July 19, would significantly increase the breadth and detail of press coverage afforded the report. At this time, a date earlier than July 22 does not look possible, based on the review and production processes. Such a shift would be beneficial for a few reasons. First, it would allow more time for the Commission to dominate the news before the slow Friday and Saturday cycles. An earlier release date would be further away from the convention, which would lessen the partisan linkage. Such a move would also give time for the Commission to schedule hearings before the relevant Congressional Committees before Congress heads to recess, allowing the Commission significant opportunities to press our policy recommendations. Sunday talk shows A Thursday release would make the Commission and our report more relevant to the Sunday talk shows. However, the Commission's place on the Sunday shows is already compromised by the convention. Each network show will likely broadcast from the convention site in Boston. The Commission will certainly be invited to appear, but only for a limited segment. Questions linking the report with the campaign would likely dominate the segment. The Sunday shows the week prior to the release, on July 18, would give the Commission a much more prominent place. Some would likely schedule the entire show to focus on the Commission. However, we will not be in a position to make any news until the release date.

Newsmagazines The current release date of July 22 makes it unlikely for the Commission to be featured on the cover of Time, Newsweek, US News & World Report, or any other newsmagazine, though we will be covered prominently, possibly with a preview bar on the cover. During the past three presidential election cycles, the nominee was featured on every major newsmagazine cover on the first Monday of the convention. Therefore, we can expect the Democratic nominee to appear on the covers of all three major newsmagazines on Monday, July 26, with a dateline of August 2. We would likely be featured on the

Monday, July 19, covers if our report were released with an embargo on July 19 or without an embargo on July 15 or 16. However, as mentioned earlier, such a shift is unlikely.

Embargo The press has repeatedly complained about the difficulty of digesting our material. While the final report is designed to be accessible, it will be difficult for the press to summarize it quickly and accurately. A short embargo of 1-2 days would help alleviate that problem and ensure that press reports accompanying the release of the report are accurate and detailed. Our past four staff statements were embargoed. This appeared to enhance the detail and accuracy of press reports without harming the level of coverage. The positives of an embargo have been countered thus far by two particular risks. One, information from the report could be leaked before the rollout. Two, press reports filed on the morning of July 22 could pre-empt the public release of the report and render our introductory presentation less important and newsworthy. Edit Boards Most of the major newspapers have requested that the Chairs meet with their editorial boards and those reporters who cover national security and homeland defense issues. They would like to meet before the report is released, so that they can adequately plan their coverage. Presently, no edit board meetings are scheduled on the timeline, because too many questions surround the timing. A two-day embargo would allow time for meetings with the bare minimum of edit boards - probably two in Washington and two in New York City - before the rollout. Another option would be to hold meetings after the rollout. However, meetings on the first two days of the rollout would severely cut into the press and public schedule. The following week would likely be unavailable, as many of the relevant reporters and board members will be attending the convention. The final option is to meet with boards throughout the last month before the rollout. While this would allow the widest schedule of meetings, the Chairs would not be able to answer many of the questions regarding final judgments and recommendations. The edit board meetings again highlight the release date and embargo questions. We want the press to be able to act on our behalf, by accurately disseminating our findings and recommendations in detail, to the largest possible audience. We should consider the proper release date and embargo strategy to achieve these aims.