Sk B1 Rollout Fdr- 3-4-04 Draft Pr Plan 505

9-11 Commission PR Plan Draft Ideas - 3/4/04 Objectives 1. For report to be known and referenced widely as the full and complete account. 2. For recommendations to be passed into law or ordered into regulation. Constraints 1. Lack of time - we have only 30 days to disseminate report and drum up support. 2. The Democratic National Convention begins 7/26. 3. Congress adjourns for recess on 7/23. Short Plan Outline (Expanded on pp. 2-3) Reach millions of eyeballs before Convention. Dominate news cycle for 2-3 days. • Book, Broadcast, Cable, Newspaper, Magazine Radio Interviews • Major policy speeches 2. Back in DC for substance • Congressional Hearings • Stakeholder Meetings 3. Pause to wait out the Convention. 4. Satellite market tour • Major markets outside NYC/DC • Repeat cycle - TV, Radio, Edit Boards, Speeches 5. Speeches, seminars, forums at universities, policy institutes from August onward. 6. Substantive policy articles in journals, newsletters with long lead times. Major Questions to Consider 1. Release date If the report is released during the Convention (7/26), it will be significantly drowned out. It will also be seen as more partisan. Ideally we will drop the report on a Mon., 7/19. Combined with an embargo, this would allow the report to be featured prominently in the major newsmagazines on the same day it drops in all of the papers, etc. Hopefully the report will be on the cover of each of the three big newsmagazines. • If the report can't be dropped on 7/19, the sooner the better. We need to avoid getting caught up too much in the pre-Convention coverage. Embargo • The biggest risk of an embargo is that information is leaked early to the public. We can lessen this risk by limiting the preview to 2 or 3 days. • An embargo is likely to maximize coverage and minimize factual errors. Publications will need time to sort through the hundreds of pages and craft their own summaries and analyses. An embargo would increase the likelihood of more in-depth, substantive articles accompanying the release of the report. The sooner the report is in the hands of the press, the sooner our story comes out. If we release the report with an embargo on 7/19, we can have three straight days of big news coverage before the Convention. If we release on Wed. without an embargoed preview, the major analyses will likely be printed on Fri. and Sat. and will have to compete with the Convention more directly.

Long Plan Outline 1 . Reach millions before Convention. Dominate news cycle for 2-3 days. a. Embargo i. Send embargoed report to outlets at least 2 days prior to release. ii. Schedule embargoed interviews at least 1 day prior. 1. Individual interviews with select columnists, reporters. L 2. Conference calls with regional reporters. b. Confluence of Media i. Book in Stores 1 . Ideally the book would appear in stores on report deadline. Could drop the book later in August, well after the report is released online and to the President and Congress, to extend coverage. 3. Book will sell much better if it comes in conjunction with other media. Broadcast TV 1 . All three morning shows the first day. a. Today Show b. Good Morning America c. Early Show 2. Evening News - Construct first-day presentation event to be featured (see point \x. below re: Major Presentation Speech). 3. Appear on all Sunday morning talk shows. Timing depends on report. (Ideal would be the Sunday before report drops - 7/18) 4. TV Newsmagazine shows (Dateline, 20/20, Nightline) a. ABC Nightline Policy Forum (Town Hall). i. All 1 ^Commissioners ii. Outside policy experts. iii. Staff experts. iv. Audience w/ questions. b. Other newsmagazines as requested. iii. Cable TV 1 . Interview shows from main three news channels (CNN, Fox News, MSNBC) the first night. a. Larry King Live b. O'Reilly Factor c. Chris Matthews 2. Morning shows from the main three cable nets the 2nd morning. iv. Magazines 1 . A Monday release plus embargo could get all 3 covers. 2. Would likely have to schedule interviews for the magazines and all other publications who sign up for the preview at least the day before the report drops. Newspaper Excerpts 1 . Lengthy (separate section?) reprint of Abridged Findings and Conclusions. 2. Print in numerous national pubs. 3. Part of public record. vi. Newspaper Articles 1 . If embargoed, the report will produce front-page articles around country.

2. Additional first-day analyses and editorials are probable. vii. Newspaper Op-eds 1 . If we release on a Mon., we could place op-eds around the country on a Sunday to preview. (Good coordination with Sunday talk shows.) 2. Could also have a series of op-eds highlighting individual recs in •^ local media markets to accompany national roll-out (see point 4. below) Major Presentation Speech i. Publicly unveil report with all 10 Commissioners, ii. Major NYC location v /IM/ W Q. 1.-Gtty-Hatt/to ^ Af/ '" / *^ 2. Statue of Liberty /u» ' £ Council on F°raign fHationg A r* 4. Ground Zero iii. Coordinate with publisher re: book event— * A 1. Major NYC bookstore? — $^ 2. Release book at same time as major speech. 2. Back in DC for substance a./Hold hearings with Intel, Homeland Security Committees i. One in morning, one in evening ii. One on 7/21, one on 7/22 Stretches out press coverage. iv. Last chance for Commission to meet with Congress before election. Stakeholder" Meetings Families 1. Before major presentation speech, on the first day of the report (if not earlier) 2. Private, no press coverage. 3. Schedule of meeting depends on relations with families as we near reporting deadline. 4. Could include family meetings at different stops on satellite tour. Unions 1. Firefighters 2. Law Enforcement 3. Federal Employees/ iii. Lobbies 1. Aviation Industry ^^ 2. Financial Industry y 3. Immigration Groups / 4. Arab-American Groups 3. Pause to wait out the Convention. a. Take a break after hectic week. b. Refrain from being embroiled in partisanship. c. Message will be drowned out anyway. d. Democratic Commissioners can act individually. Satellite Market Tour a. Restart rollout after end of Convention. Wait until Aug. 2? b. Hit major markets with different Commissioners. i. Kean and Hamilton go to three biggest markets together as chairs over the course of one week.

1. Los Angeles 2. Chicago 3. Somewhere in the South. a. Atlanta b. Dallas c. Houston d. Miami 4. Other Commissioners could joirf them based on availability. ii. Other Commissioners hit up markets close to them or where they have ties. 1. Gorton in Seattle 2. Gorelick in Boston. 3. Lehman in Philadelphia, etc. c. Repeat similar focus as the first days in NYC, but on a local scale, i. Morning shows ii. Radio call-in shows iii. Midday policy speech, iv. Newspaper edit boards, v. Evening news shows. d. ABC Nightline Forum (if not in the first week) e. Television Documentary i. PBS Frontline ii. History Channel iii. Discovery Channel, etc. 5. Speeches, seminars, forums at universities, policy institutes from Augtrergnward. a. A few in DC in August, (examples) i. Brookings ii. Heritage iii. AEI v. Wilson Center, etc. b. Foreign Policy clubs and councils.

iii. Chicago Council on Foreign Relations, etc. c. University seminars throughout the fall. i. Commissioners as individuals. ii. Brought to different locations by the universities. 1 . Kennedy School 2. Hoover Institution 3. Carter Center 4. LBJ Center, etc. 6. Substantive policy articles in journals, newsletters with long lead times. a. Smaller scholarly or trade publications that require many months of lead time. i. Scholarly Publications - FpceRfrPPolicyTForeign Affairs,J^c. ii. Associations - Mayors, Governors, Firefighters, STaTefAttorney Senerals, etc. iii.