Sk B1 Rollout Fdr- 6-22-04 Edelman Memo Re Report Rollout 499

June 22, 2004

Date

Edeiman To

Interested Parties

From

Leslie Dach

Re

Rollout of the Commission Report

CC

Rob Rehg, Mike Deaver, Greg Stevens

Memorandum This memo outlines a proposal for the media rollout of the Commission report. Media Strategy We understand that the Commission has been considering releasing its report and recommendations late in the week of July 19, perhaps on Thursday, July 22. This is the week before the Democratic Convention which begins on Monday, July 26. We recommend, instead, that the top 3-5 recommendations of the Commission be revealed on Thursday July 15th, through a major speech, likely at the National Press Club or Georgetown University, by Governor Kean and Congressman Hamilton. The full report and recommendations would be released at a press conference on July 22 (or if at all possible earlier that week) featuring only Governor Kean and Congressman Hamilton in speaking roles and attended by all the Commissioners. The speech would be followed by an intense round of media, involving all the Commissioners, carrying through the release of the report and the weekend before the Democratic Convention. (In an ideal world, our recommendation would have been to release an official document containing all the recommendations on July 15. However, for a variety of reasons, including the inability to complete the necessary staff work by that time, that is not possible.) We believe the recommended strategy accomplishes the following key goals: •

Releasing key recommendations in the speech, in advance and separate from the issuance of the report, forces the media and other observers to focus on the future and the 1875 Eye Street NW Suite 900 Washington DC 20006 Tel +1 202 371 0200 Fax -t-1 202 371 2858 www.edelman.com A Daniel J Edeiman Company

substance of those recommendations for at least a few days, instead of searching the report for the latest in the Iraq-Al Qaeda controversy, or other partisan factual issues. The July 15 date gives the Commission fuller ownership of the news window and extends the window by a number of days. It gives us access to the Sunday shows of July 18th, and the news magazines of July 19th, without sharing or competing for that real estate with the lead up to the Democratic Convention It further enhances the reputation of the Commission for bipartisanship by separating its work further from the start of the Convention. Otherwise, it is likely both parties could feel damaged by a release that crowds the Commission recommendations on top of the Convention, perhaps making Republicans feel that the Commission was giving fodder to the Democrats and the Democrats feel that the Commission was stepping on its carefully orchestrated message.

Rollout Elements In addition to the speech and press conference, we recommend that the rollout plan include the following elements: • •

Talking points, Q & A, and rehearsal for all interested Commissioners Notification of Congressional Leaders and the White House of the rollout plan schedule and key recommendations before the speech. • Appropriate in person briefings of the White House and Congress, Senator Kerry, and the families around the release of the Report. • Oped pieces in key newspapers, including a Sunday oped in the New York Times • Sunday show appearances • Editorial Board meetings or phone calls with key national papers including the New York Times, Washington Post, USA Today, the LA Times and the Wall Street Journal, perhaps on the Friday after the speech, and the Friday after the release of the report. • Validator meetings, one with former Secretaries and other Principals and another with key opinion shapers. • One on One interviews with key national electronic and print media and regional print media • Satellite TV Tour with key secondary markets • Radio Tour with key radio call in shows • Targeted outreach to the weekly news magazines • Local market tours In addition to reporting on the recommendations and the report, we would also recommend sidebar stories on the Commission's decision making process and efforts to remain bipartisan throughout the process. We look forward to further discussion of these recommendations. 1875 Eye Street NW Suite 900 Washington DC 20006 Tel +1 202 371 0200 Fax +1 202 371 2858 www.edelman.com A Daniel J Edelman Company