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THE PRESIDENT HAS SEEN
THE WHITE HOUSE
WASHINGTON
June 19, 1975
MEMORANDUM FOR: DICK CHENEY and DON RUMSFELD
FROM: BOB MEAD
SUBJECT: The Role of Radio and Television in Political Campaign
As requested, here are some thoughts on the role of radio and television in the forthcoming campaign that you might consider.
Communication is the essence of a political campaign. Candidates, in one way or another, must communicate with the voters. Over 170 radios are in use everyday. Almost 90 percent of American households have one or more television sets, and use them on the average of five to six hours per day -- mainly at night during the prime time hours of 8:00 p.m. - 11:00 p.m. (7:00 - 10:00 p.m. Central).
It is no surprise that political campaigns are followed on radio and television by tens of millions of Americans. The American public does not suddenly begin buying the Saturday Review or the New York Times during political campaigns. The circulation of these publications remains substantially the same. Because it is their habit, these millions of people turn to television.
An important point illustrating the use of radio and television during political campaign: During the 1960 campaign, ten million people saw in person Richard Nixon during his 50-State campaign tour. However, 115 million people attended -- through radio and television -- the Kennedy-Nixon debates. The average television audience was 71 million people. The average family watched the four debates on television for 54 minutes of every hour (four hours in total). This is in sharp contrast to the very high "tune out" rate during regular paid political broadcasts.
I am not suggesting that President Ford debate his opponent in the coming campaign. There are pros and cons to debating, particularly for a President. Cons: In some circles it is thought to be degrading to the Office of the President. In some cases, the President cannot answer or debate a specific issue due to national security interests. Thoughtful silence and quiet dignity are sometimes made to appear as a confession of ignorance. Some candidates feel that debates require a man to keep his mouth moving whether or not he has something to say. It is made to appear that the worst thing that could happen to a candidate is to be caught without an instant answer to a complex question. Pros: He is the President. He is well informed on the issues. He has the best advisors in Government and the facts to back him up on the issues.
I personally feel that the President should not have to debate another candidate. However, I would like to see him debate newsmen utilizing the one-on-one/two or three-on-one interview forum -- a forum where he excels. These interviews are conversational self-portraits. The President, like FDR, has the resourcefulness, confidence and wit to do well in this type of arena. It would demonstrate his leadership qualities and human warmth. An important point -- it is not in the President's character to downgrade a candidate. That is a characteristic the public notices, and it's a good one. The President should not even mention his opponent. He doesn't have to. As the President, he can speak about his accomplishments, his goals and what is needed to improve American lives. It is a perfect opportunity to let the voter learn for himself what kind of man is leading the country and who is seeking votes to continue that leadership. The interviews provide the voters with some rare insight into this man's character. Cronkite use to say that "television has an eerie ability to X-ray the soul. John Crosby, an early tv critic, observed that "television throws a merciless white light on phoniness"... "the candidate had better know what he is talking about" ... "it is not his looks that television puts under scrutiny; it is his ability."
One thing to be remembered: In some circumstances and on some issues, television will have some influence on people. Some people are converted or think they are to some extent. Social Scientists conclude that the mass media plays only a relatively small part in persuading voters to vote differently from the way deeper influences would lead them. Communications is more likely to reinforce convictions than change them. So, our candidate, the President, should be projected as himself, and not projected to be what he isn't. It's the best way.
GENERAL REMARKS It must be stated at the outset that every effort to be done on radio and television, both nationally and locally, should be done in extremely good taste.
Campaign spots and Presidential appearances should be dignified and serious and sincere in tone and presentation. There should be little staging and contriving, but a truthful presentation of actual events and happenings. The effort should not employ tricks, show-business or other gimmickry in one form or another.
We should not make the President out to be anything but what he is; a normal decent human being who takes the job as President quite seriously and wishes to continue to do a good job for the Nation and the people. The voter should be left with the feeling that he wants Gerald Ford to continue ... that he is needed . . . and that he is the best leader at this time for the betterment of the country.
WE DO NOT WANT HIM TO SEEM TO BE RUNNING FOR THE PRESIDENCY.
WE WANT TO SHOW WHAT IT IS TO BE PRESIDENT AND WHY HE SHOULD CONTINUE.
WE (OR HE) SHOULD NOT ALLUDE ON HOW HE GOT HERE. HE IS HERE. IT IS NOT IMPORTANT ON HOW HE GOT TO BE PRESIDENT ... ONLY THAT HE IS PRESIDENT.
In addition, Presidents do not:
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