cENERAT.

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INTER.OFFICE CORRESPONDENCE

i

oArE July 8,

1980

H. N. tlei nberg

N. R.

l,Je

rthamer

C02 Greenhou

Cornmunications Pl an

1, I have been working with Ed Wi1ey, Bob Barnum
and I'li ke l"largolis to develop a plan for achieving national recognition
on our C02 Greenhouse research project. l,le selected a public relations
consultant to provide additional sophistication and a fresh approach to
our thinking. Based on the results of that exercise, we have prepared
the draft plan which is attached. Your review and comment is solicited.
Note that the objectives and strategies of ER&E's Public Affairs Dept.
have evolved over the last year to the point where the activities proposed re C02 fit quite naturally into their overall program. For this
reason, we see no need to request special funding for any items in this
plan. l.le also feel, unless you recommend otheruise, that concurence
with this plan at the level of the General Managers (or possibly Vice
Presidents) of the involved departments would be sufficient in order
to begin imp lementati on,
As you recal

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Att.

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H, N. WEINEERG

JUL 9 1gBO

 JUll Z 5 l9utl

(;L$ER.lL - l5a-l-18
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INT ER.OFFICE CORRESPONDENCE
DATE

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,:rrnoM

24,

1980

REFERENCE

See Below

SUBJECT

E. K, l.liley

CO^

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/Geeenlrouse Corumunicatlons Plan

Barnun

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ALtached ls a draft plan. As dlscussed, no Lrnplementacion Is
planned in 1980, except for sork on some of the background rnaEerlal by
a studenE lntern. Please advlse lf you feel furCher dlscusslon is
6sslrable b.efore we revlew this material.wlth. our respectlve managemenFs.

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c0

/Greenhouse Effect

Communi

cations

pLan

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Introduction

s research program on the CO3I Greenhouse
Effect offers an exceItent vehicLe to hetp achieve the
corporate objective of improved recognition of Exxon as a
center of sci'entific and technotogicaL excetLence. The
research is
in its approach of testing vintage
]nnova-tive.
wines to fiLt a gap in the knowtedge of historicat sources
of atmospheric carbon dioxide. rt is imaginative in
capitatizing on ER&E scienti sts I access to tankers and
offshore dri t t ing rigs as ocean-going extensions of the
taboratory. rt is significant to the scientific community
as a source of new'data in an area of jnqrf.y which has been
onty partiatLy expLored. rt is significant to Exxon since
future pubIic decisions aimed at controLting the buitd-up of
atmospheric COZ couId impose timits on fossil. fueI combustion.
rt is significant to atL humanity since, al.though the c01/
Greenhouse Effect is.not today widel.y perceived a9 a threat,
the popuIar media are giving increasing attention to doomsaying theories about dramati c cL imate changes and meLting
ptoar icecaps.ll
ER&E I

For these reasons, ER&E examjned, wi th assi stance of
outside publ.ic retations counset especiaILy retained for the

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purpose, the desirabi ti.ty of more concentrated PR ef f ort
than woutd normat Iy be devoted to a research program. The

fottouling recommendations are a resutt of those deIiberations.
The recommendations mesh r.lith the objectives of ER&Ers 1980
PR ptan, and faIL uithin the scope of activities which were
aLready envisioned by that pLan.ll
I.

Cornmunic,at-ions

0bjectives

A. To demonstrate Exxonrs initiative in apptying its
scientific and other resources to hetp improve
understanding of envi ronmenta I matters. I I
.8. To estabtish Exxonrs credibitity as a teading
authority on CO3  Greenhouse science, particuLarty
among opinion teaders who are not scienti s ts.l I
C- To hetp bring about better publ.ic understanding
'of the COZIGreenhouse Ef tect.'ll
II.

Communications Activities:

communications activities

The fotl.ouring COZlGreenhouse

are grouped according to the
1980 ER&E PR programs with which they fit. t I

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 5

A.

Medi

a ReIat ions

1.

Media Briefing - FuLt-day session hosted by

to bring together science uri ters and
Ieaders in the f ietd of C02l6reenhouse Effect
research. Speakers woutd inctude representatives of ER&E management, ER&E and LamontDoherty peopte invotved in the research program
and outside experts. Goat is to define the
probLem in broad perspective and to ident i fy
ER&E as major parti cipant in the overatI
research effort.ll

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ER&E

2. Background Papers Prepare non-techni ca t
documents whi ch woutd provide detai ted information about th e CATlGreenhouse Effect in gene raL,
and ER&Ers research program in particutar.
------Papers uitI be used as handout at'media

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br?efing and as 'mai ting piece for other meOii
representatives, government officiats and

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other interested audiences.l I
3.

Reteases Issued as appropri ate to announce
signi f i cant devetopments in the ER&E research
program: award of government {'ellLI'dsLs'
Lesllrl I u€lL
caL
contracts, techni
'llllerlL

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News

papers,

etc.r r

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4.

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Fitm Cl.ips - Prepare and distribute to
teIevision outtets 1-? minute f iLm.cLips
deal.ing with various aspects of ER&E research
prog ran.l I

5. By-tined

trlagazine Arti

/ry,*

tes

Prepare h,(7t;pS"
art i c Ie., in the name of senior ER&E t"n"n""r,V
c

describing research approach. I later articIes
could d.iscuss research findings and their
imptications. Artictes wouLd be targeted
for broad-scope scientific pubtications such
as Sci.encq" Scien.ti.fic Amqric?n, Smi.thsoniar!,
etc. T'he artictes cou.t.d be adapted for use
on

6.

t-.ro

pages

interviers

sf

da.i

ty neuspa pers.l l

Arrange media intervieuls uith

s-cient.ists and managers.connected with the
research program.ll
7.

I

ltedia Visitations - Consider inctusion of a
scientist invoLved in CgTlGreenhouse .research
in proposed program of vi sits to seIected
cities for participation in radio and tetevision
taLk shousr print media interv ieus.l I

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B.

Symposia

1.

Inctude segment on COTlGreenhouse Effect rese"..\
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in future Exxon symposia, i f topi c fits sympott"!, /
theme-//

2- 'Encouragee p€rhaps by co-sponsoring, the convening

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C. Institutionat
1-

Advertising

'Inctude one ad deating uith
research in 1981

ER&E

CO2 G,re'enhouse

Effect

advertising progran.ll

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2-

If Exxon corporate advertising program resumes,
propose C02-/Greenhouse

D.

Ef f

ect ad.

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Execut i ve Speeches

1. uhere appropriate, inctude materiat on
Effect in major speechris.
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COy'Greenhouse

Seek opportuni t ies for ER&E peop te assocr ated uith

to address campus organi zat ions, professi ona t soc ieties, etc. u
CO

2l Greenhouse research

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Additionat Activities
1.

Speciat ltlaiLings
Devetop maiting Lists to
inctude scientists.r noh-scientist opinion teaders,
government officiats

and others with current

or potential. interest in the c02/Greenhouse Effect.
SeIectivety mai t technicat papers, speech reprints,
ba+kground papersr. summaries of research reports,
etc- I I

7- Testimony - Evatuate, with Exxon Corp_ and EUSA,
the desirabitity of testimony uhether votunteered
or ln response to reguests - before government
bodies./ I

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