The original documents are located in Box 16, folder “Campaign Communications Strategy

(1)” of the Richard B. Cheney Files at the Gerald R. Ford Presidential Library.

Copyright Notice
The copyright law of the United States (Title 17, United States Code) governs the making of
photocopies or other reproductions of copyrighted material. Gerald Ford donated to the United
States of America his copyrights in all of his unpublished writings in National Archives collections.
Works prepared by U.S. Government employees as part of their official duties are in the public
domain. The copyrights to materials written by other individuals or organizations are presumed to
remain with them. If you think any of the information displayed in the PDF is subject to a valid
copyright claim, please contact the Gerald R. Ford Presidential Library.
 1828 L STREET, N.W., WASHINGTON, D.C. 20006 (202) 833.a950

THf. P~.LSIDEUT

Digitized from Box 16 of the Richard B. Cheney Files at the

Gerald R. Ford Presidential Library

:,

..

•
THE ISSUES

Two Main Issues:

1. The perception (vs. the facts) of the

President's leadership

a. Actions, stance, manner. tone, style,

assumptiveness key

b. Not a verbal solution

2. The pocketbook issues

a. Inflation - affects· everyone

b. Unemployment -

1. Those out of work

2. Their relatives

3. Those who fear loss of job

c. "The Economy"

Issues of Lesser Interest

1. Crime - major city problem

2. Energy - regional in nature

3. Foreign Policy/National Defense

Any of these can be made an issue by competitive

attack but appear to be less important to voters
than the pocketbook issues.
,

BASIC COMMUNICATIONS STRATEGY

Maximize Advantage of Incumbency

Referendum not election
Ford is President not candidate
President of all not just head of GOP

Maximize free media exposure

60% or ove~lion people see TV news
daily
Paid media effort less than 5% of President
Ford's media exposure
President's actions in Oval Office more
important than all our paid media efforts
Advertising Execution
Let's look at PFC advertising to date with
communications objectives and issue research
in mind.

Television
"Accomplishment" (Multi-state)
"Future" (Multi-state)
New Hampshire 'Momentum' Candids
Florida 'Momentum' Candids
Radio
"Facts" commercials (Multi-states; 4 subjects)
"Mrs. Ford"
"Local Advocates" (Local state personalities)
Newspaper
Full-page Omnibus
Farmers (~ page)
Older Americans (full-page)
Older Americans (~ page)
Estate Tax (1000 lines)
"
Issue Brochures
Biography
State of the Union Excerpts
Crime
Federal Spending
Economic Recovery
Agriculture
Jobs
Older Americans
Campaign Materials
Poster
Bumper Stickers
Button ·
Wall Banner 1,

Window Sign
,

The Kansas City Convention

The Convention is a major media event and should
be the official "kick-off" of the 1976 Presidental
election campaign.
We must come out of the convention with great
momentum - plans whould be laid to sustain this
momentum through newsworthy actions corning out of
the White House which are coordinated with our paid
media efforts.
I

The Issues - August - November

The leadership issue will be alive all the way -
the Democrats will see to that.
The economic issues - inflation, jobs - hopefully
will diminish in importance if the economic
indicators continue to improve.
Stand-by positions should be planned however, in
the event that there is a short-term reversal or
plateauing of the unemployment and/or inflation
numbers.
Election in November will depend on convincing most
independent voters and a sizeable number of Democrats
to vote for President Ford.
,

With this in mind, there are several important

minor issues which have major effects on various
groups of voters who are key to election,

Catholics are 25%~.e~r~- ~istorically

they have voted d ra~~c~- _o~s a
key issue with them.
All voters in our major cities and suburbs
are deeply concerned about the rising crime
rate. Handgun control, and a system of justice
more concerned with the criminal than the
victim are key issues.
The energy issue is a complex issue, with
regional differences.
Some~iew this issue _Qllly as cons_'Yffiers
and are concerned about cost .an.d~s__u_pply.
Others view the ISSUe from the standpoint of
employment in~ing states.
Continuing Communications Research
Issue research will be continued as necessary
whether we have primary opposition or not.
Campaign '76 plans to expand our copy and
comrnunicati~research to check whether our media
efforts are conveying the right message to the
voters relative to changing attitudes on the
issues.
This may require shifting some funds from media
exposure but it will make our communications
more effective.
 Future Strategy and Action
,
White House's communication and PFC communication
.with the public needs close coordination.
Single most important strategy is for President
Ford to create as many genuine news events as
possible each week which will be covered by press.
The President demonstrating his leadership in the
Oval Office and on the 7 o'clock news.
More important now than before - with November in
mind - to be perceived as President of all the
people:
making tough decisions
leading the nation to further economic recovery
bolstering our national defense
dealing courageously with the Mid-East and
other trouble spots
urging new initiatives in the war on crime
in our major cities
pushing for faster solutions to the energy
shortage
Candidate Ford should take a low profile until
Kansas City. President Ford should dominate
the national political scene.
•

!,

•
 ADVERTISING DEVELOPMENT

-·-

·--7 OVERALL
ANALYSIS CmfMUNICATIONS COPY STRATEGY
STRATEGY
I
I
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PRODUCTION

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. Research
Data
I
II
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RESEARCH
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FIELD
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Field !,_.....,

• Judgment !

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• Experience

Campaign '76 Media Communications, Inc.

March 23, 1976
,
Campaign'76

MEDIA CONSULTANT EXECUTIVE VICE PRESIDEST

GEORGE KARALEKAS BRUCE S. WAG~ER

.\LCUL.~i l:..\i:.Ll:Tl\"1:::
ASSISTA);T
:-tARCY PATTI~SO~

TV PRODUCTION CO~St:LTA...'H
ED SPIEGEL

~ 23. 1976
BRUCE S. WAGNER - EXECUTIVE VICE PRESIDENT

Bruce Wagner is on leave of absence from Grey

Advertising, Inc. in New York, where he is a Vice
President and Management Supervisor. His domestic
clients have included Procter & Gamble, B.F. Goodrich,
American Tobacco, Ford Motor, Calgon and General Foods.
In 1971, he was Director of Marketing for Kittay-Grey
Advertising in Caracas, Venezuela.
Bruce is a candidate for an M.B.A. degree from
the Wharton School and received his undergraduate
degree from Dartmouth .

•
GEORGE S. KARALEKAS - SPECIAL MEDIA CONSULTANT

GeorgeS. Karalekas, a senior Vice President with

deGarmo Advertising, Inc. in New York City, is serving
Campaign '76 as a special media consultant.
Mr. Karalekas whose agency background includes Grey
Advertising and the Canada Dry Corporation, brings extensive
credentials to Campaign '76 having served as Senior
Vice President, Director of Media, for the November Group,
the task force agency created to handle the 1972 re-election
of Richard Nixon.
BARRY S. LAFER - DIRECTOR OF FINANCE AND ADMINISTRATION

Barry Lafer came to Campaign '76 in January 1976

from Money Management Unlimited, a financial consulting
and investment advisory firm in New York. Prior to
founding Money Management Unlimited, he was Treasurer/
Controller of James Neal Harvey, Inc. Advertising from
1972 to 1975. From 1969 to 1972 he was associated with
Hurdman and Cranston, a CPA firm as Senior Accountant
on the Audit Staff.
Graduating from Franklin and Marshall College in
1969,Mr. Lafer received an A.B. in Accounting. He will
graduate from Brooklyn Law School in June 1976.
Mr. Lafer is licensed as a CPA and is registered
with the Securities and Exchange Commission as an Invest-
ment ~dvisor.
DAWN SIBLEY - MEDIA DIRECTOR

Dawn Sibley is on leave of absence from Ted Bates,Inc.

where she most recently served as Account Supervisor on the
Bufferin Asprin Account. Previous experience included nine
years in Ted Bates Media Department, the last five years
as the Media Director of the Bristol Myers, Standard Brands,
M & M Mars, I.T.T. Levitt and International Playtex Accounts.
Dawn received a B.A. from Wellesley College and spent
a year as a cancer research technician at the Columbia Medical
School prior to her career in advertising.
JOHN OVERAKER - CREATIVE SUPERVISOR

John Overaker was born and raised in Springfield,

Illinois, where his Uncle, as County Clerk, had the same
office as Abraham Lincoln.
After graduatinR from Illinois Wesleyan, John started
working as a "copy cub for J. Walter Thompson in Chicago.
Eight years later, after reaching the position of Vice
President and Associate Creative Director, he left Thompson
to join MacLaren Advertising Ltd. in Toronto. There, he was
Vice President and Creative Director of General Motors of
Canada.
John is presently an independent creative consultant
and film producer, having recently completed a short
dramatic movie which was shoWn in the San Francisco and
Chicago Film Festivals.
CLAYTON E. WILHITE - ACCOUNT SUPERVISOR

Clayton Wilhite is on leave of absence from

McCann-Erickson in New York where he served as an
Account Supervisor on Miller High Life Beer.
From 1969 to 1975, Clayton was with Foote, Cone
& Belding in Chicago, working on the Kimberly Clark and
Zenith Accounts. During 1971-72, he lived in Australia
and managed the Kimberly Clark Account for FCB.
Clayt received his B.A. and M.B.A. from the
University of Michigan where he was also a Phi Beta
Kappa and a member of the varsity football team .

•
OREN (JACK) FROST - ART DIRECTOR AND ASSOCIATE CREATIVE SUPERVISOR

Oren (Jack) Frost is an alumnus of J. Walter Thompson,

and worked in the agency's Detroit, Miami, and New York
offices. His major account assignments included Ford, Pan Am,
RCA and Eastman Kodak.
He currently heads his own design consulting firm
in Westport, Connecticut, where his clients have included
many of America's largest corporations.
Jack has played a major creative role in many
national, state, and local political campaigns, and was formerly
the Art Supervisor for the Republican National Committee.
He was educated at Michigan State University, and grew
up in President Ford's former Grand Rapids Congressional
District where he still maintains a summer residence.
ED SPIEGEL - TELEVISION PRODUCTION CONSULTANT

Ed Spiegel is a free-lance documentary film producer

based in Los Angeles. During the last thirty years, he
has travelled the world establishing a reputation for
himself as a maker of outstanding films.
In 1971, he won an Oscar for the Best Film
Documentary as co-director of the "Heilstrom Chronicle."
This was followed in 1973 by an Emmy Award as co-editor
of the television special "Surrender at Appomattox."
His most recent achievement came this year as one
of the creators of the highly acclaimed Public Television
documentary on the human body, "The Incredible Machine. 11
His expertise as a film-maker has led to membership
in a- cross-section of professional organizations that
recognize outstanding achievement. These include the
Director's, Producer's, Writer's and Editor's Guilds .

•
PHELPS JOHNSTON - COPY SUPERVISOR

One of the top creative people at Leo Burnett Company

for the past 14 years, Phelps Johnston has contributed to many
of the most noteworthy campaigns coming out of the agency,
including Marlboro and United Airlines. In addition, over the
years 1963-71, he handled a number of projects directly
with Leo Burnett himself.
A veteran of previous political campaigns, he was
also an active contributor to Burnett's activities in
1962-64 on behalf of the Republican National Committee.
Prior to joining Leo Burnett he held senior creative
positions at Campbell-Mithun and BBDO. He is a graduate
of Northwestern University.
PEGGY PILAS - ACCOUNT EXECUTIVE

Peggy Pilas is currently on leave of absence from

Young & Rubicam, New York. At the time she joined Campaign
'76 she was an account executive on General Foods Inter-
national Coffees, contributing to the successful national
introduction of the brand. Previously, she had worked on
Procter & Gamble-Dash detergent. This assignment included
on-the-job training at Procter & Gamble in Cincinnati with
the Brand group.
Peggy was recruited by Young & Rubicam from
Northwestern University's Medill School of Journalism
after receiving her Masters Degree in 1974. She received
her undergraduate degree from the University of Texas .

•
 OPERATING OF CAHPAIGN '76

Campaign '76, Media Communications, Inc. has been formed to fulfill

the specialized communication needs of the President Ford Committee.

As in independent, full-service advertising agency, Campaign '76 has

brought experienced advertising professionals together in Washington

from across the nation in order to best serve the unique needs of

a Presidential Campaign. This staff's sole purpose is to focus

its time, talent and commitment in support of President Ford's election

in November ..• in a cost-efficient manner. Not only is this approach

designed to save substantial PFC funds, but the full-time application

of the agency's resources should benefit the Campaign in numerous ways.

 Philosophy Of Campaign '76
Page Two

In our view, great advertising for an incumbent President is the result

of many converging factors,and can be developed only as part of a

planned and focusedeffort that positions advertising as an integrated

component of a total communications program.

This is not to deny the importance of creativity or to imply

that outstanding creativity is not essential to the development

of outstanding advertising. Rather, our interest is to indicate

a strong belief that before the creative execution is begun, a

solid, strategic foundation must be carefully built to assure

that the resulting advertising clearly supports the President's

needs.

At Campaign '76, this planned approach to the creative process

is implemented by:

1. An organizational structure which involves and

coordinates the activities of several groups of

agency specialists with intensive voter research and administration

goals.

2. Thorough and hopefully, insightful preparation planning and

execution of communication programs, which support or change

voter attitu~es .

•
Philosophy of Campaign '76
Page Three

3. The development of a specific strategic stance - the

single organizing idea that welds all of the

communication elements into a cohesive unity and

serves as the cornerstone of the communication strategy.

I. HOW CAMPAIGN '76 IS ORGANIZED TO SERVE THE PFC

A. The Account Group

The Account Group is at the center of the operation of

Campaign '76, currently consisting of an Account Supervisor,

an Account Executive and two Assistant Account Executives.

The Account Group is responsible for the coordination

of the Agency's entire resources in support and service

to the President Ford Committee.

The Campaign '76 Account Group works with representatives

from each of the following Agency departments:

The Creative Services Department (including representa-

tion from Art and Copy as well as from Television and

Print Production)

The Media Department

The Finance and Administration Department

The Account Group is responsible for the basic development

of plans and str,ategies for the PFC and can best be viewed

as the key linkage between the Agency and the PFC. In

action, it places the operating strengths of the total

 1
Philosophy of Campaign 76
Page Four

Agency organization behind the needs of the PFC. As

an example, an Account Executive works within the

framework of the Media Department's operations, con-

sulting with the Media Director on basic issues,

utilizing the resources of the media analysis unit

for statistical and evaluation work, and coordinating

the planning and buying functions in the media area.

B. Campaign '76 Advisory Board

T~e Advisory Board is an important element in the

successful operation of Campaign '76. The Board is

made up of 14 acknowledged leaders of the nation's

advertising community who have offered their expertise

in support of the election of President Ford.

The vital objective of this Board is to participate

actively in the formulation of the core strategies for

the PFC. This Board exerts its thrust before fundamental

decisions are made, so that the talents of Campaign '76

are applied effectively to PFC needs and opportunities.

The Advisory Board, when putting its stamp of approval

on final strategic decisions, does not do this by a

"post facto" review but is expected to be a real contri-

butor to the development of the essential communications

~ s t r a·t e g i e s .

•
Philosophy of Campaign '76
Page Five

II. CAMPAIGN '76's APPROACH TO PREPARATION, PLANNING AND EXECUTION

The Agency is firmly committed to the idea that good

advertising is rooted in careful analysis. Basically,

the methodology involves three major phases:

Preparation

Planning

Execution

A. Preparation Phase

The following two steps represent the preparation phase

during which information is gathered, evaluated, and

analyzed. During this phase, PFC objectives are discussed,

and agreement is reached on the specific goals of the

communications program.

Step 1. Assembly and Analysis of Background and

Research Material. The Campaign '76 Account Group

works with the PFC Director of Research to assemble

and disseminate this material to the Agency service

departments. The purpose of this step is to assure

that all existing information pertaining to a given

problem is available as input before planning is begun.

Step 2. Outlining Information Voids Which Exist and

Which We Believe Require Supplementary Information or

Research. This is also accomplished by the Account

Group. Afte~ having assembled existing information,

if the informational void is judged as seriously

•
Philosophy of Campaign '76
Page Six

comprising the potential quality of the solution,

additional research may be recommended. Depending

on circumstance, this research may either be executed

concurrently or sequentially with the steps that

follow. When timing constraints are extremely tight,

preliminary planning steps may be conducted before

the supplemental research is completed. Then, when

the new information is available, it will be used

to confirm or modify these preliminary plans.

B. Planning Phase

In the planning phase, Campaign '76 begins to apply

insight and imagination to PFC problems. Strategies

are developed to achieve the specific pre-determined

communications objectives -- whether they be to increase

public awareness of and improve voter attitudes towards

President Ford and/or to stimulate local PFC field forces.

Strategy statements address themselves to the definition

of voter market targets; the competitive environment

in which the PFC intends to compete; the key incentives

we intend to use to produce positive attitude changes;

and the tonality which the advertising should have.

Steps 3 through 8, which follow, describe the sequence

of operations i~ the Planning Stage.

\
Step 3. Formulation of Preliminary Strategic Direction.

This is done by the Account Group and the Advisory Board

•
Philosophy of Campaign '76
Page Seven

in order to give preliminary guidance to all

Campaign '76 service departments. This effort is

usually directed towards a single overall communication

st~nce which may then be used within its own frame of

reference (i.e., copy or media buying plans). This

General Communication Strategy defines the position

so that every element of the communications program

whether in advertising, campaign material or press

relations will be consistent, resulting in an integrated,

single-minded impression on the voter.

Step 4. Preparation of the Basic Strategy Statements.

Using the General Communication Strategy as a guide,

the Account Group works with the respective agency

department representatives to prepare a Creative

Strategy Statement, keying the direction for the

creative work; a Media Strategy Statement, keying

the direction for media planning and implementation;

a Campaign Materials Statement, keying the direction

for promotional implementation and when appropriate,

for the other support groups that may be involved,

keying their direction for efforts in this area.

Step 5. Strategic Review with the PFC. The purpose

of this step is to secure PFC Management and White

House approval of the fundamental positioning and

strategies in all communications areas. It has

•
Philosophy of Campaign '76
Page Eight

found that this step is essential to avoid expensive

and time-consuming false starts in the subsequent

executional stages.

Step 6. Preparation of a Formal Plan. The Account

Group can now proceed with the preparation of a

formal planning document which incorporates and

integrates all strategic direction into one unified

plan for the President's Campaign. This plan will

also include preliminary implementation of the approved

strategies, such as media plans and specific pro-

motional opportunities. In addition, it may contain

preliminary executional work such as copy scripts.

The formal plan is considered a blueprint of activities.

In its final form, it will serve as a working document

to help guide the myriad efforts that will be imple-

mented once the program is approved.

Step 7. Review of Planning Document with entire

Campaign '76 Staff. Because of the importance of the

formal planning document, all individually prepared

material to be included will be presented to all members

of the agency for review (in rough form, so that changes

can be made if deemed necessary), and must be approved

by them before PFC presentation. This step serves as

a quality co~trol measure with the Campaign '76 staff

evaluating not only the calibre of each planned

•
Philosophy of Campaign '76
Page Nine

but equally important, the relationship between these

efforts to assure a communications program that while

non-redundant, does not leave any requirements un-

fulfilled, and is in full support of the general

strategic directions that have been approved.

Step 8. Presentation to PFC and White House. Although

the Account Group is primarily responsible for the

presentation of formal plans to the PFC, members of

the Agency service staff are brought in during the

parts of the presentation in which their expertise

is relevant. The major purpose is to made certain

that the PFC has a complete understanding of exactly

what has been proposed.

C. Execution Phase

Step 9. Implementation. Following approval of the

planning document, the Account Group now becomes

responsible for the final execution of this plan. It

delegates specific tasks to appropriate service

departments (Media, Creative and Administration) and

is responsible for the calibre and timely completion

of the finished product.

While the preceding description of the Campaign '76 approach

to preparation, planning and execution may seem overly

detailed, it is useful if it demonstrates our belief

•
Philosophy of Campaign '76
Page Ten

conviction in a thoroughly planned and focused effort

that utilizes the skills of a broad spectrum of

communications specialists .

•
•

•
..
C~u11paign '76
MlAlia Communications, Inc.

!020 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950

UNEMPLOYHimT 11 1
(:60 Radio)

V.O. MAN: Governor Rearan, it's well known in this country

that as unemployment goes up •.. (Fade under)

V.O. ANNOUNCf~R: An important part of Ronald Reagan's campaign is

the Citizens' Press Conference which gives the
people a chance to ask the questions .••

V.O. HAN: Do you have any plans for full employment in this
country?

RSAGAN: Yes, there should be a plan, ancl I think there should

---- be measures to help those who bear an unfair burden
of the recession by being involuntarily unemployed.

But I think the long range solution is an end to the

40 years of the new philosophy of economics that has
told us we can spend our way to prosperity and that
a deficit doesn't hurt us.

SFX: Applause

REAGAN: The long range answer to the unemployment and recession

that beset us is to end deficit spending and balance
the budget.

This is the single cause of inflation .•. and inflation

is the cause of the recession.

SFX: Applause

V.O. ANNOUNCER: Reagan. He'll provide the strong, new leadership

America needs.

Paid for by Citizens For Reagan.

l/23/76'
 Can1p<:tign'76
MeJia Communications. Inc.

1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 8334!950

GOVERNMENT
(:60 Radio)
...
SFX: Applause

V.O. ANNOUNCER: Recently, Ronald R,·agan gave a. Aroup of citizens in

Conway his views on the roll of government.

RI~AGAN: Politicians in Washington are slow in catching on to

something that people out in the states feel every
day. That's a reawakening of the k11erican spirit of
independence and self reliance.

I think the people of this country today want more

than anything for goverrunent to get off their backs
and out of their pockets.

Applause

REAGAN: And I think they want government closer at hand, not

far away in the hands of a self anointed elite in the
nation's capitol.

Some JObs only the Federal Government can do. National

Defense, for example, is one of them, But domestic
programs should be managed at the local level where we
can do the job most efficiently.

The closer the program is to the people who pay for it,
the more they will take an active interest in it.

Our need is for a government that is conficl~nt not of

what it can do for the people, but of what the people can
do for themselves.

~: Applause

V.O. ANNOUNCER: Reagan. He'll provide the strong, new lea<lership

America needs.

Paid for by Citizens For Reagan.

'•

1/'23/76.

P<'lef II. /)tillcy. Chnirman & Chief l:xecufilf• Officer; llrll((' s.

-
JVtrJ:II('f'. El:CC!Ifile Vice PreJitiC'Ifl; Rohat (, ltloo(. Trnnurrr: Ro/Jat r. , ...\.t('r • .\'#!crctary

•
..
Ou11paign '76
Media Communical ion'i.lnc.

1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 033-8950

INFLATION
(:60 Radio)

REAGAN: Today, governments, federal. state and local, are

taking more than 44¢ out of every dollar earned by
the people of this country, and Washington is getting
the lion's share.

No nation in history has ever imposed such a burden

on its people and long survived, but even this .•• (Fade under)

V.O. ANNOUNCER; Ronald Reagan discusses one of our most serious

problems at an upstate Citizens' Press Conference •••

RgAGAN: Washington's refusal to operate its affairs as you and

I have to operate ours, making income and outgo match,
causes the run-away inflation that we've known for
these last several years •.. which is the cruelest tax
of all.

It robs you of your savings.

It makes a mockery of the stable- .fixed income that has

been promised to retired citizens.

It is time for the federal government to adopt a

schedule for balancing the budget so that the people
know that the dollar next month will buy as much as
it did last month and the months before.

Applause

V.O. ANNOUNCER: Reagan. He'll provi(le the strong, new lcauership

America needs.

Paid for by Citizens For Reagan.

1/23/76

Pt'l('r fl. J>ailn·. Chairmm 1 & Chit/ Exrfutite OOicrr; JJn;(e .~. H'a~nrr, £xrcutin• l"icr rrr\i,/ent; Rohrrt C . .\foot, Tuoulfrr; Rohal r. l'i.urr. Sc:t·rrtary
 Can1paign '76
MeJia ComtJHitlicalions.lnc.
1020 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 633-ll950

SOCIAL SECURITY
(:60 Radio)

V.O. ANNOUNCER: At a recent Citizens' Press Conference, Ronald Reagan

talked about a problem of concern to retired persons.
REAGAN: I know that some of you here today paid-in for months
and years into the Social Security Program, in the
belief that you'd have a monthly benefit check as long
as you live.

Now even Washington is ailinitting that there's a great

imbalance in Social Security.

It's been as badly handled as .1Ll their other money

affairs, but any reform must have as its first priority
the guarantee t~at those who must depend on Social
Security for their livelihood will continue to receive
their monthly check and that their bene fi l:s wi 11 not
decline in purchasing power but will keep pace with
inflation.

It is time for the Feder at Governtnent to adopt a

schedule for balancing the budget so th.1t the people
on a fixed ret:i.rement income know that the dollar
next month will buy as much as it did last month and
the months before.

V.O. ANNOUNCER: Reagan. lle'll provide the stront;, new leadership

America needs.

Paid for by Citizens For Reagan.

1/23/76
 Can1p~l ign '76
Media C.bmmunicatinns.lnc.
1828 L STREET, N.W., WASHINGTON, D.C. 20006 (202) 833·8950

TAXl~S
(:60 Radio)

V.O. ANNOUNCSR: It happened at one of Ronald ReaBan's Citizens'

Press Conferences.

A small boy stood up and. . • (Fade under)

V.O. BOY: I'm from Lancaster, New llampshire. I think the

taxes shoulrl be lower because I don't think all
that money goes to good use.

SFX: Applause

REAGAN: You've .1ust ~ot your an~wcr ri~ht there, son, and
I tell you, I wish you were old enough to go to
Congress because you're talking sense.

SFX: Laughter

REAGAN: You bet. There is too great a percenta:,e of the

people's earnin~s being taken by governments at all
levels in this country.

But I believe that it is time for a study in this

country that would set a limit on the percentage of the
people's earnings that can be taken by government
without the people's consent.

That only in time of emergence would they vote an

increase in it.

Applause

::J..O. ANNOUNCER: Reagan. He'll provide the strong, new leadership

America needs.

Paid for by Citizens For Reagan.

1/23/76
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MeJia Communications, Inc.

1828 L STREET, N.W., WASHINGTON, D.C. 20036 (202) 833-8950

UN~~HPLOYMENT iJ 2
(:60 Radio)

V.O. ANNOUNCER: Here's another qucs t ion for Rona 1 d Rea;;an asked the
other day at a Citizen's Press Conference.

V.O. HAN: For quite some time, 8% of the labor force has been
without work. The present a1 1ministration is apparently
mistaken in its belief that the economy can correct
itself.

If elected President, tvhat steps would you take to cut

back the persistent 87. unemployment?

REAGAN: The private sector is the source of jobs and I believe

that far more could be done if the Federal Government
\VOuld explore the possibilities while we're fighting
recession, as well as inflation, of where tax incentives
could be used to persuade industry to put on more people.

But the only answer of any duration to unemployment, to

recessions of the kind we're going in, is going to be
the elimination of inflation.

SFX: Applause

V.O. ANNOUNCER: Reagan. He'll provide the strong, new leadership

America needs.

Paid for by Citizens For Reagan .

...

1/23/76

•
 Can1paign'76
ivbJia GmmunJicatiotl".lnc.
1828 L STREET, N.W., WASHINGTON, D.C. 20006 (202) 833-8950

DEFENSE
(:60 Radio)

V.O. ANNOUNCER: An important part of Ronald Reagan's campaign are

the Citizens' Press Conferences which give the
people a chance to ask the questions.

.J.O. MAN: As President, how \vould you lleal. with the Con;:;ressional
Democrats who are calling for still further cut-backs
in Defense spending?

REAGAN: Hell, here again is where I believe a President must

take his case to the people. And, the people must
be told the facts. I think the people will not make
a mistake if they have the facts,

ToJay there's confusion. None of us are quite sure

what the situation is. He hear someone sayinr;,
"Oh, 'they're just saying that to get their budget
up 11 and someone says sor:1ething else.

But the one thing ~•e must be sure of is the United

States must never be second to anyone else in the
world in military power.

SFX: Applause

REAGAN: Rut the purpose of \Veapons ir. not to go to war. The

purpose of weapons is to convince the other fella that
he better not go to war.

Applause

V.O. ANNOUNCER: Reagan. He'll proviJe the strong, new leadership

America needs.

Paid for by Citizens For Reagan.

1/23/76
·1
l'rfrr 11. [JalltJ, Chairmmt & Chi<'/ Exrndi\'r O(Jirtr; ltr!Jcr .S. JVaxnrr, Et:rcutit,. Viet f' rr.ot rnt;
R t
o >rrt
C Afoot, Trra\ttrrr: U.obcrt
.
r. Vi.uf'r .. S~crttary
 Can1paign'76
Media Communications. Inc.
1828 L STREET, N.W., WASHINGTON. O.C. 20036 (202) 333-8950

FORP.IGN AID
(:60 Radio)

V.O. ANNOUNCER: Ronald Reagan was asked this question at a Citizens'

Press Conference he held recently in Whitefield.
(Fade under)

V.O. MAN: Governor, we've been spending a lot of our money: billions
anrl billions of rlollars every year on aicl to foreiLn
countries. I'd like to know, what are your views
on this?

REAGAN: I think that with our for~i[n aid we've been very
fool ish. He' re a great and a v.enerous country and
we've done some pretty wonderful things that we're
not getting credit for.

I think that if our foreign aicl over the last few

decades had been dedicatet more to exporting American
know-how and tellin;; them hov1 to solve R01ne of their
own problems, instead of making them dependent on us •.•

It 1 s like feed in;.~ a deer up in the woods.

If you feed
him long enough he'll never Le able to take care of
himself again, and that's what we've done to an awful
lot of people in the world.

And I think we need some more common sense in the

application of foreign aid.

SFX: Applause

V.O. ANNOUNCER: Reagan. lle' 11 provide the strong, new lea(:crship

America needs.

Paid for by Citizens For Reagan.

'•

1Y23/76
...

C1nlpaign'76
Mcuia ComnauJications.lnc.
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GUN CONTROL
(:60 Radio)

V.O. ANNOUNCER: Here's another question for Ronald Reagan ... (Fade under)

V.O. HOMAN: Since New Hampshire is a supporting state what

about your gun control?

REAGAN: I am against the kind of gun control that is being

talked in the Congress of the United States.

I see it as only something that \.JOul•i r.1akc it ciifficult

for an honest ci ti.zcn Lo mvn a gun, but would do nothing
at all to impe,:e the criminal in his getting a gun.

I think the type of laws that we had in California

that we instituted while I wa;, Governor, ancl one
that we recommended that now has been passe~.:, control
the criminal in the use of the gun.

And to tlo this, we passed a law that anyone convicted

of a crime if he had a gun in his possesf;ion when
he committed the crime, whether he used it or not,
you can atld five to fifteen years to his sentence.

I think this is the proper approach, but I 0on't

think you're going to serve any good purpose at all
in disarming the honest citizens and leaving the other
ones armed.

SFX: Applause

V.O. ANNOUNCER: Reagan. He'll provide the stron0, neH leadership

America needs.

PaiC for by Citizens For Reagan .

.
1/23/76

Pder If. DtJJlc}'. Chairmmt &: Chi~/ Ex~cutil't OOu·tr; JJrucr S, U'a.gntr, f:xrctAfi1~ Vice Prr.\hlcnt; Rohrrl C. !don£, Trc,Hur<r; Rohal P. ~·iHcr. Srcreltlt}'
 Can1pa ign'76
Mc<.lia (()mmuni~.:ations.lnc.
1828 l STREET, N.W., WASHING TON. O.C. 20036 (202) 833-6950

NUCLEAR POHER
(:60 Radio)

V.O. WOMAN: Mr. Reagan, in light of the recent upsur~e of

interest in the energy proposals for this country ...
(Fade under)

V.O. ANNOUNCER: All over our state, Ronald Reagan has been answering
your questions like this one .•.

V.O. HOMAN: I'd like to know how you feel about nuclear power.

REAGAN: I think it offers us the ;:;reatcst opportunity to

meet our energy shortage and to r,et out from under
the monopolistic control of the OPEC nations.

SFX: Applause

REAGAN: But with regard to the safety factor, the truth is

that danger of a nuclear fatality in a nuclear power
plant is about one in 75 million.

The one accident involvin~ a nuclear power plant for

the surroun~ing area is one in 5 billion.

I think the case has been made for the safety of

nuclear power plants, and I think we absolutely
have to have them if we're goinr, to have clean air
and if we're going to have to add the energy this
country needs.

V.O. ANNOUNCER: Reagan. He' U provic;e the strong, new leadership

America needs.

Paid for by Citizens For Reagan.

1/23/76

Pt·trr /1, IJllilf'J', Chairman & Cltil'j Exrcutl\~ OOicrr; Jlrut·e S. JVus:n~r. Exf't"Uitn• Vwe l'rcJif!tnl: Robrrl C. Afoot. Trro.\lua; Uohcrl r. J'i,\,icr, StTr(ltltf