The following document was obtained in discovery in breast implant litigation. It contains a detailed proposal by Burson-Marsteller Public Relations of October 14, 1991 outlining Dow’s public relations efforts prior to anticipated FDA hearings on the safety of breast implants.
BURSON-MARSTELLER PUBLIC RELATIONS October 14, 1991
PRE-FDA HEARING MEDIA PLAN
Objectives
Secure maximum exposure for key positive messages, primarily:
— Breast implants are safe
— Women need and value them
— Each woman has a right to make her own informed decision
Stimulate general public to contact Congress and the FDA
Establish fair media climate for advisory panel hearing
Lay groundwork for additional stories at time of hearing
Audiences
Women and the general public
Washington opinion leaders
The media itself
Strategies
Use existing doctor and patient spokespersons wherever possible
Work with patient support groups, tying in to their activities
Keep trying to obtain celebrity spokesperson(s) for work with high-profile broadcast media
Utilize Dow Corning events as pertinent
Follow up with cadre of patients who handled fly-in (or encourage ASPRS to do so), to stimulate further activity.
ACTIVITIES
PHASE 1 — NOW UNTIL END OF OCTOBER
Stories on individual patients and doctors who have sympathetic perspectives
Trained patient spokespersons
See attached appendix on patient spokespersons from San Francisco, Atlanta and Los Angeles, already trained.
Activities now beginning with patient spokespersons from Tampa, Miami and Washington, D.C., already trained. Training being held this week with patients from Houston, Dallas, Baltimore and Chicago.
B-M offering media support to each spokesperson in her local market.
Most successful/assured spokespersons to be offered to national media and as part of editorial board briefings (see)
Trained physician spokespersons
Eleven surgeons already trained during ASPRS convention in Seattle.
B-M/Dow Corning is sending them periodic mailings to stimulate activity.
No word as yet from ASPRS on their actual activity (forms to be sent to ASPRS).
B-M/Dow Corning willing to provide additional training to doctors, either to expand local market reach or to prepare some doctors for national media work.
— Dow Corning needs input from Dr. Cole regarding key oncologists and other specialists who should be “on call” — can this be arranged?
— B-M recommends that ASPRS continue to pepper doctors and patients from “fly-in” with mailings designed to stimulate their letters, speeches, media activity.
Work to set up hearings by Congressional Women’s Caucus
B-M to contact office of Rep. Mary Rose Oakar (D-OH) ASAP to try to stimulate this.
Depending on specifics, B-M will follow up to develop media approach, including Washington-based press conference the week of the hearings.
Contact top medial columnists
B-M drafting letter asking columnist to inform readers about danger that FDA may be pressured to ban implants
— Letter to be sent by trained patient spokesperson(s), depending on where newspaper etc. is located.
— Selected spokesperson also to send letter to national health writers, such as Jane Brody of NEW YORK TIMES, etc.
Letter also asks columnist for presentation of balanced view of risks/benefits to reassure those with implants, override media hysteria.
— Send the columnist a copy of the FDA’s own background on implants as source material.
Contact top national issues columnists with information on women’s rights issue
Letter from selected patient spokesperson to key columnists such as Anna Quindlen, James Kilpatrick.
Additional story ideas
Basic governing idea of most stories: many patients and doctors are very concerned and upset that the FDA is being pressured to ban implants by Cong. Ted Weiss and others.
The first implant patient, Timmy Jean Lindsey of Houston, is still active and a strong advocate of implants’ benefits and a woman’s right to choose.
— B-M to pitch Houston papers, wire services, national women’s media
Feature: The nation’s first woman plastic surgeon, 78-year old Alma Morani of Philadelphia, served Grace Kelly’s family. Now retired, she strongly supports the endangered breast implant and a woman’s right to choose.
— B-M to pitch to Philadelphia media, national media.
Feature: Two Chicago plastic surgeons were motivated to help women recover from breast cancer via reconstruction after both their mothers died of breast cancer.
— B-M to pitch to Chicago newspapers, especially for possible syndication by TRIBUNE.
Feature: The doctor who “wrote the book” on breast reconstruction, Bob Goldwyn of Harvard, is angry over misguided political attempts to ban breast implants.
— B-M to contact national print media, Boston area newspapers.
News item: Survey work by medical publisher Karen Berger shows that the vast majority of breast cancer patients who have been reconstructed find implants very valuable.
— K. Berger is considering how this might be used for news value.
— If she agrees, B-M will pitch story to wire services.
News item: National survey of women being commissioned to determine support for woman’s right to make an informed decision.
— B-M setting up survey, will craft results into wire service story.
Feature: Y-Me, which started out as a low-key support group for breast cancer patients, has become active on Capitol Hill, seeking funding for cancer research and maintenance of a woman’s right to choose breast implants.
— B-M will work with Pam DeLuca, president of Y-Me, to approach Chicago media (e.g., Mary Ann Childers of ABC-TV affiliate) and possibly national media.
B-M to work with My Image after Breast Cancer, local Washington, D.C. breast cancer support group affiliated with Y-Me, to generate all possible media coverage.
— Pitch Washington women’s/health care media on October 19 talk by Dr. Susan B. Love at Bethesda Naval Hospital (talk sponsored by My Image).
— Investigate My Image’s other planned activities, such as their possible protest letter regarding Connie Chung’s Emmy nomination.
— Pitch Rosemary Locke, My Image founder, to “48 Hours” to show “48 hours in the life of an activist breast cancer patient.”
Approach ABC-TV’s “Nightline” to sell balanced examination of issue, tied to upcoming FDA advisory panel.
— B-M working to attract Dr. Susan B. Love as spokesperson (well-regarded author, and strong interviewer — out until October 15).
— Alternatives: Reps. Mary Rose Oakar or Jolene Unsoeld, and/or a very strong patient spokesperson such as Rosemary Locke (My Image) or Darcy Sixt.
— High-stakes gambit, but could secure balanced, fair treatment if spokesperson is strong.
Take above spokesperson to electronic “morning shows,” i.e., GOOD MORNING AMERICA, TODAY, CBS THIS MORNING.
— Tie to hearings.
— Alternative spokesperson: Mrs. Priscilla Mack, Sen. Mack’s wife, who was on “GMA” prior to her recent surgery.
Work with Karen Berger, medical publisher, who is contacting Barbara Walters (20/20) and Art Ulene (TODAY).
— B-M in touch with Ms. Berger; should train her if she secures placement.
— Again, her recent survey work should be peg
— Possible tie-in with Dr. John Bostwick, her co-author, and Dr. Bostwick”s patient Hilda Morris.
Editorial board briefings
Put together team of oncologist or other doctor, two patients, Dow Corning spokesperson.
Focus on need (doctor), rights (patients), safety (Dow Corning).
B-M to begin pitching, now, to major national media:
— NEW YORK TIMES
— WALL STREET JOURNAL
— WASHINGTON POST
— WASHINGTON TIMES
— LOS ANGELES TIMES
— CHICAGO TRIBUNE
— USA TODAY
— Other major market newspapers, top 10-15 markets.
Seek meeting with key editorialists, Washington reporters, and appropriate women’s/health editors and writers, for first week in November (or earlier if necessary).
B-M to provide media training for all participants.
Washington press conference
Hold the week of Congressional Women’s Caucus hearings, or (if hearings don’t materialize) just as lead-up to FDA advisory panel hearing.
— Rep. Mary Rose Oakar (D-OH) to try to set up (B-M to contact).
— Press conference could include Rep. Oakar, Mrs. Priscilla Mack (Sen. Mack’s wife; B-M to contact), and/or Rep. Jolene Unsoeld (D-WA) (B-M to contact).
— B-M checking on possible women’s groups who might be interested in participating.
— Press conference to be held on Capitol Hill.
— Key message: maintain women’s right to choose.
— Invite all Washington-based media who follow women’s issues.
Premature to set plans in light of rapidly changing situation. However, activities may include:
Develop feature stories on each breast cancer patient used as a panel presenter in favor of implants (speakers still to be selected).
Disseminate any prepared remarks to all media who had received editorial board visits the week before, as well as other interested media.
B-M to provide spokesperson training to all participants.
Develop range of scenarios for possible outcome; prepare to pitch “day after” stories based on each scenario.
* * *
APPENDIX A
DOW CORNING WRIGHT
TARGETED MEDIA LIST
MEDIUM CONTACTS
Wire Service
Associated Press Debbie Mesce
United Press International Rebecca Kohlberg
Reuters Irwin Arieff
Gannett News Service Ellen Hale
Knight Ridder Scott Bosley
Copley News Service
Scripps Howard
Cox
Medill
Gillett
National Publications
Wall Street Journal Marilyn Chase
Jerry Bishop
USA Today Kim Painter
Nancy Helmich
New York Times Philip Hilts
Washington Post Sally Squires
Abigail Trafford
Washington Times Joyce Price
Los Angeles Times Marlene Cimons
Robert Steinbrook
Chicago Tribune Nick Horrick
Marjorie David
Time Brian Doyle
Newsweek Mary Hager
U.S. News and World Report Joanne Silberner
Business Week Susan Garland
Fortune Les Smith
Forbes Janet Novak
Newsday Earl Lane
Regional Newspapers
Long Beach Press Telegram Mike Schwartz
Orange County Register Mike Hewitt
Chicago Sun Times Howard Wolinsky
San Francisco Examiner Tom Dowling
Lisa Kreiger
San Francisco Chronicle Charles Petit
Dallas Morning News Rita Rubin
Dallas Times Herald Gary Schultz
Fort Worth Star Telegram Caroline Poirot
Houston Chronicle Ruth Sorelle
The Houston Post D. J. Wilson
Minneapolis Star Tribune Lewis Cope
St. Paul Pioneer Press Tom Majeski
Seattle Post Intelligencer Tom Paulson
Seattle Times Warren King
St. Louis Post-Dispatch Roger Signor
Denver Post Diane Eicher
Rocky Mountain News Kris Newcomer
The Arizona Republic Dave Cannella
Phoenix Gazette David Hoye
Sacramento Bee Ellen Robinson Haynes
San Diego Tribune Susan Duerksen
San Diego Union Rex Dalton
Detroit Free Press Pat Anslett
Detroit News Dwight Angell
New York Daily News James Hairston
New York Newsday Gayle Scott
Philadelphia Daily News Mary Flanner
Philadelphia Inquirer Donald Drake
Boston Globe Judy Foreman
Boston Herald Susan Brink
Cleveland Plain Dealer Cathy Gilfeather
Atlanta Journal Constitution Mike King
Miami Herald Linda Monroe
Ft. Lauderdale News/Sun Sentinel Nancy McVicar
St. Petersburg Times Carol Gentry
Baltimore Sun Jonathon Bore
The Evening Sun Sue Miller
New Haven Register Dave Butler
Hartford Courant Frank SpencerOrlando Sentinel Delthia Ricks
Pittsburgh Post Gazette Henry Pierce
Broadcast
NBC Nightly News Bob Basell
ABC World News Tonight Dr. Timothy Johnson
Roger Sergel
CBS Evening News Eddie Magnus
Bob Epstein
CNN Andrew Holts
Rhonda Rowland
MacNeil Lehrer Newshour Suzanne Allard
The Today Show
Good Morning America
CBS Good Morning
Fox Morning News
CNBC
Nation’s Business Today
Consumer Health
Longevity Kerrin Griffith
Shape Kathy Tomlinson
Prevention Lewis Vaughn
The Good Health Magazine
Health Care Allen Ryan
Health and You Tom Livingston
Health Progress Susan Hume
Health Resources Diane Price
Health World Jeff Kravitz
Hippocrates
Better Health Susan Brown
Health Facts Mary Ann Napoli
Health Science Susan Taylor
New Body Magazine Nayda Rondon
Your Health Susan Gregg
Consumer Newsletters
Harvard Medical School Health Letter Dr. Williams Bennett
University of California, Berkeley, Wellness Letter Editor
The Johns Hopkins Newsletter, Health After 50
American Hospital Association — Outreach Editor
Better Health Editor
Health By Choice Editor
The Health Reporter Editor
Healthline Editor
Wellness Associates Newsletter John Travis
General Medical
Medical Tribune Bill Ingram
Physician’s Weekly Mark Bloom
Modern Medicine Martin Stevenson
Medical World News Don Gibbons
Plastic Surgery News
Plastic and Reconstructive Surgery
American Journal of Reconstructive Surgery
Women’s Magazines
Family Circle Nancy Josephson
Good Housekeeping Linda Troiano
Ladies Home Journal Nelly Edmonson Gupta
McCall’s Jane Chou
Redbook Toni Hope
Woman’s Day Diane Debrovner
Lear’s Delia Marshall
APPENDIX B
DOW CORNING WRIGHT
SPOKESWOMEN GRASSROOTS PROGRAM
PROGRESS UPDATE
October 11, 1991
SAN FRANCISCO — DARCY SIXT
New York Times — Has an interview either 10/13 or 10/14 with Jane Gross, a reporter from Berkeley who currently is covering the negative side of the story in L.A. Story is scheduled to appear in the national edition, but don’t yet have date secured. Will advise. Called Darcy due to referral of San Francisco Y-Me chapter.
Ann Landers — Adapted a sample letter we wrote and sent in care of the San Jose Mercury News. See attached.
KTVU — Will do taping 10/18 with reporter Tracy Gallagher for morning show out of Oakland either at 7:50 a.m. or 8:50 a.m.
San Francisco Chronicle — Wrote letter to the editor. See attached.
People Magazine — Wrote letter in response to recent Ann Jillian piece. See attached.
KPIX — Wrote letter to local TV station. Awaiting response.
San Jose Mercury News — Will contact Donna Alvarado, Medical Editor.
Dr. David Kessler — See attached letter.
Y-Me — Making presentation to San Francisco group 10/22.
ATLANTA — HILDA MORRIS
CNN — Have interview scheduled with Susan Dutchman, medical reporter, for 10/28. Will be a 2:30 piece focusing on women with breast cancer and their daughters; if implants are banned, what are their daughters left with? Will also interview Bostwick. Scheduled to air 11/1 or 11/2.
Channel 46 — Conducted interview on 10/10 with Karen Green for a News at 10 piece. Also interviewed her surgeon, Dr. John Bostwick/Emory University and a woman with problem-free implants for 20 years. Should air 10/16 or 10/17.
Spokeswomen Grassroots Program
Progress Updated
October 11, 1991
Gwinitt Daily News — Conducted interview with reporter at Atlanta’s second largest daily for this Sunday’s (10/13) features section.
Letters to the editor — Sent to Atlanta Daily World and other suburban papers.
Queries — Talked to Atlanta Journal/Constitution, several suburban papers and several TV stations. Will continue pursuing.
Letter-writing — Encouraging group of daughters of women with implants to write to Kessler and congressional members.
“Race for the Cure”/10/26 — May have group of 10 from her Bosom Buddies/Top Hat Review walk in the one-mile portion carrying a banner announcing the right to informed decision. Checking with race organizers for approval.
LOS ANGELES — SHEILA BERKMAN
KOH — Conducting interview with Reno Radio station satellited to mountain-area radio stations.
Has been out-of-town for one week’ pursuing media now.
MIAMI — MARY ANN MARKS
20/20 — Reporter contacted her regarding another issue at Baptist Hospital; pitched implant story and will be conducting interview next week. Will advise as details arise.
If you or a family member have been wrongfully injured call us at 1.888.777.1776 or use this form, delays can hurt your case, so please don’t hesitate to contact us.
