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TO:FR:RE:DT:

MaggieLisaHRC Media P o s s i b i l i t i e sAugust 31, 1995

MEMOR NDUM

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i1) Women s Media - - Hil la ry should own the women s media.: Byw o ~ e n s media I mean t ha t media which reaches women and.{sproduced by women and . i s heard and t r u s t e d by women. Hil la ry canaccomplish t h i s goal severa l d i f f e r e n t ways: 1o Meet with t h e ed i to rs o f the women s magazines onde amonth o r once every two months. This can be done in New [York andin Washington. It would be nice to a l t e rna t e it When t heed i to r s come to Washington, we could se t up a morning briJefingsess ion with sen io r female Adminis t ra t ion o f f i c i a l s so t ~ a t theyare brought up to speed on t he Adm in i s tra t ion s red6rd. Hopeful ly , t h i s outreach w i l l produce s t o r i e s in t he w o m ~ n smagazines about t he Pres iden t s accomplishments and record andtu rn the ed i to rs i n to Clinton su r roga te s .o W o m ~ n s t e l e v i s i o n - - We should have H i l l a r y a p p e ~ r onloca l noon t e l e v i s i o n shows e i t h e r by s a t e l l i t e o r i n - p e ~ s o n whenshe i s doing an even t in a major media market . Local noqn shows

have l a rge female viewersh ip . In addi t ion , the morning showshave l a rge women s audiences. We should explore some add i t iona lc rea t ive ways to put Hil la ry on the morning shows. We a iea l ready o f f ~ n running wel l on t h i s f ron t with the CBS ~ h i ~Morning show with t he audience o f mothers, the Good M o r n ~ n gAmerica show with t he women from t he l i s t e n ing sess ions ~ o bedone a f t e r Bei j ing and f i n a i l y the c h i l d re n s town meetirig aroundthe book idea for the Today Show. Oprah and Regis and K ~ t h i e Leeare a l so important for us to cons ider .OPY

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o Women s sec t ions o f newspapers - - These are not t ~ e" s ty le" sec t ions in most newspapers across the country , butra the r t h e " fea tu re s" sec t ions . In fac t , H i l l a ry ' s column i srunning in the f ea tu res sec t ions o f many papers . These ~ e c t i o n sare widely read by women. Hil la ry could wri t e an op ed t h a tcould be sen t out to t he se sec t ions o f newspapers across 1 t hecount ry . In add i t ion , s h e could conduct i n t e rv i e w sw i t hr epor te r s from these sec t iohs when she i s in t h e i r loca l imarke tdoing a women. s l i s t e n ing sess ion event .

io Women s rad io - - Richard St rauss has a good list o f radiot a l k shows t ha t t a rge t women s audiences . H i l l a r y l i k e s t o do. radio in terviews and has always been a fan of r ad io . we: shouldc a p i t a l i z e on t h i s , es p ec i a l l y s ince rad io i s such an ,unde ru t i l i z ed medium ye t arguably one o f t he most powerfpl interms o f out reach . It would .be wonderful if we could t ake anhour each week to t a l k to these d i f f e r e n t radio t a l k shows aswel l as to Clin ton f r i end ly rad io t a l k shows. e could do 5-6

in te rv iews per hour of radio t ime.. o Special ty .wom en s p r e s s ~ This i s an untapped area forHil la ry tha t I t h ink could be wonderfu l fo r :her. e cou-tld workwith Peggy Lewis to come up with ~ list o f t a r g e t ed o u t l ~ t s t ha tHil la ry could speak with e i the r on a c o n f e r ~ n c e c a l l o r ~ n a

roundtable s i t u a t i o n . IL she pre fe r s not to do n y t h i n ~ on therecord , we could wri te pieces under h e r name fo r t he se publ i ca t ions . It should not be too d i f f i c u l t to do s ince we canexcerpt from her recen t speeches . Some examples o f spec ia l tywomen s p r ~ s s ou t l e t s would include r e l i g io u s women s m ~ z i n e sand newsle t te rs fo r educators and nurses e should speak witht he t r ade assoc ia t ions about t h e i r publ i ca t ions and see :Whichpubl i ca t ions would be ben ef ic ia l fo r H i l la ry to reach. These wo.uld be very t a rge ted pub l i c i ty sho t s .. o Regular Mail ings to W o m e n ~ s Media - - e can coord ina te

Iwith Betsy Myers and Lori McHugh to make sure t h a t a H1l laryClinton weekly mai l ing o f a speech o r speeches , o r c l ips from ap a r t i cu l a r - ev en t , o r an o p e d i s sen t to t he women s media.2) Regional M e d i a - - ewere so successful dur ing the 1992campaign in implementing t h i s s t r a tegy . I th ink it i s riow t imeto t h ink about re tu rn ing to t h i s s t r a t eg y to reacqua int iPeopleacross the country through t h e i r l o ca l and hometown papers andt e l e v i s io n s t a t io n s with Hil la ry Clinton .. H i l l a r y i s comfortablewi th t he loca l r epor te r s and enjoys speaking with them. f This .wi l l help us ge t around her avers ion to the na t iona l Washingtonmedia and serve to coun ter the tone of the na t iona l m e d ~ a . Jus tas in 1992, good loca l ~ r e s s wi l l develop i ~ t o a r i p p l e e f fec twhich wi l l begin to inf luence the coverage o f t h e n t i o ~ l _newspapers . This regiona l press s t r a t eg y w i l l be i m p o r ~ a n tduring t he book tou r as t he book t ou r wil l p resen t us with anoppor tun i ty to reacqua int H i l l a r y with the pub l i c in a ~ o n -p o l i t i c a l se t t i n g and with a top ic she i s not only comfortable

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with"and has a l eng thy h is to ry on b u t i s a l so popu la r wi thAmericans in genera l , par t icu lar ly women. :In add i t ion , H i l l a r y could t ake advantage of the v i s i t s o fregiona l e d i t o r s and r epor te r s who a re inv i ted to White Housedinners as gues ts . We could have t he se people meet ind iv idua l lywith H i l l a r y fo r 10-15 minutes dur ing the day when they come totown fo r a White House dinner . They could a l so meet w i t ~ White

House sen io r s t a f f ~3) Senior Media - - Seniors , es p ec i a l l y s en io r women, l k ~Hil la ry . We should r e in fo rce t h i s , and perhaps begin t o ; t a rge tolder American audiences . th ink it i s worth cons ider ing doingrad io in te rv iews in to Flor ida in pa r t i c u l a r , and i n t e r v i ~ w s withsome o f t h e s e n i o r t r ade pub l ica t ions . At presen t , we a re t e n t a t i ve ly s l a t ed to do an in te rv iew with The RP Bul le t in onSeptember 12 on b r ea s t cancer , o lder women and mammograms to runin t h e i r October i s sue fo r Breas t Cancer Awareness M o n t h ~ We maywant to work with Alex is Herman to check with var ious l a rge .consumer groups to explore new innovat ive ways to reach ~ e n i o r s

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.4) C o l l e g ~ Presso S t a r t i n g in the f a l l , I th ink it i s important for ; .Hi l laryto v i s i t co l l ege campuses around the country and speak. co l l eges tudents a re important v o t e r s ~ When on a campus, she c o ~ l d doin te rv iews with the col lege radio s t a t i on and do a roundtab le. d i scuss ion with r epor te r s from the loca l co l l eges andu n i v e r s i t i e s in the a rea we are v i s i t i ng . We could also; t h inkabout host ing col lege newspapers here a t the White House, and se tthem up with a morning br ie f ing on the P re s i d e n t s ;accomplishments and then conclude with an in te rv iew with t hePres ident .i. . I

o I would a l so propose t h a t Hil la ry do something wlth UMagazine, a col lege magazine t h a t has a c i r t u l a t i on of L ~mil l ion and i s d i s t r i b u t e d to 325 col lege campuses around t he USThe l ead t ime i s 3-4 months. H i l l a r y could e i t h e r wri te an op edo r column o r do an in te rv iew.5) College Telev i s ion In te rac t ive Hook Up - - Hil la ry couidpar take in a col lege tv broadcas t t h a t would be an i n t e r a c t i v ehook up between col lege campuses in a pa r t i c u l a r t a rge t region ofthe count ry , perhaps the Midwest. For example, she could go toMichigan and base out o f the Univers i ty o f Michigan and beconnected with 10 co l l eges i n t h e region. She could give aspeech, t each a c lass o r conduct a mini town meeting cons i s t ingof ques t ions and answers with s tuden t s from the schoolsp a r t i ~ i p a t i n g in the i n t e rac t ive hook-up. We could p i t ch t h i si n t e r a c t i v e program to be broadcas t on CSP N o r PBS. i6) Cl in o n s 2Oth Wedding Anniversary - - I th ink t h i s i s 1 awonderful oppor tun i ty fo r H i l l a ry . There are a var i e ty .of t h ingst ha t we can do:

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o I f i l l a ~ y i s comfortable throwing a big par t1 , w ~ couldgive a wonderfui photo spread to People magazine o f photos fromt he pa r ty coupled with o ld photos of t h e i r honeymoon and iofspec ia l moments fo r them over the pas t 20 years . t would bel i ke crea t ing a photo album for People magazine t ha t cou+d tu rnin to a nice mail piece l a t e r on.

o H i l l a r y could do an in te rv iew with one o f the majc;>rwomen's magazines, probab ly Family Circ le , about he r a n n ~ v e r s a r yo This might be a nice t imepeg to have the PresideDt andHil la ry do a spec ia l j o i n t t e l ev i s ion in te rv iew with Baroara. . IWalters . A Barbara Walters in te rv iew would a t t r a c t an.1mportantaudience o f women and seniors . I f we did an in te rv iew around t heanniversary t ime peg, i t .wou ld not appear to be p o l i t i 6 a i ~ I f wepursued Barbara Walters on t h i s f ront , we may want to e n ~ e r t a i ngiving the_ f i r s t H i l l a r y book t e l e v i s i o n in te rv iew to s o ~ e o n ee l se .

7) Eleanor Rooseve l t s Birthday - - Eleanor Rooseve l t s b i r thdayi s in October and it would be wonderful for H i l l a r y to ce leb ra tethe b i r thday with a day o f even ts a t t he White House. I , th ink iti s b en e f i c i a l to H i l ~ a r y to do h i s t o r i ca l events every month 6 revery 6 weeks. These events wi l l help place a con tex t around herand what she i s doing as F i r s t Lady. We should look f o rh i s to r i c a l events to ce leb ra te t h a t w i l l help put Hil la ry i n t d anh i s t o r i c a l context . So of t en the re i s no h i s t o r i ca l con tex t ins to r i e s w r i t t en about Hil la ry . I f we are able to place ~ e r ins i t u a t i o n s which ce l eb r a t e h i s t o r i c a l events , it may help toround out her image and make what she i s doing seem l e s s extremeo r d i f f e r e n t i n t he eyes o f t he media. I

_8 Elec t ion Day We could use e l ec t i o n day t h i s year fd rHil la ry to do. an even t around women's su f f rage . She rece ivedsuch wonderful p u b l i c i t y leading up to and on t h e annive:r(sary o fwomen's su f f rage e a r l i e r t h i s month t h a t we should t ake ~ d ~ a n t a g eof an oppor tun i ty to keep t ha t p o s i t i v e pub l i c i ty going. -. . . II9) Hil la ry Clinton Fan Club V i s i t - - At t he end o f September,

o v e ~ 100 coordina tors of t he Hi l l a ry Clinton Fan Club frqm theus, Japan and England w i l l spend a day a t the White H o u s ~s t a r t i ng with a t ou r , then a br i e f ing and ending with a ;recept ion . Since t h i s even t occurs on_Friday, September ;29, itwould be wonderful to do a nice m o ~ n i n ~ ~ h o w piece with ~ h eLoves, t he 70-year -o ld and 60-year -o ld husband and wife duo whoorganized t he Hil la ry Clinton Fan Club, as a s e t up o r cd r t a inr a i s e r . They are wonderful surroga tes for Hi l l a ry who co:meacross so wel l on t e l e v i s i o n . t would then be nice to Have afea ture s to ry wr i t t en t ha t would run in the Sunday newspa:pers. Iwould sugges t having Larry Knutson o f the P fol low the m.emberso f t he fan c lub around fo r t he day, in te rv iew some o f the:m andthen have Hil la ry spend a little b i t o f t ime with him. ~ e shouldge t the broades t out reach poss ib l e with an AP s to ry . We poulda lso see if C-SPAN would be i n t e res t ed in cove r ing Hil la ryOPY

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iClinton Fan Club Day a t the White House. In addit ion to ' the Ps tory , we.could se t up some of the fan club members with 1interviews with t he i r hometown newspapers and radio stat.ilons sotha t we would get anice national P h i t coupled with niceindividual local hi t s . I think t would be great .I

10) Town MeetingsjQ and-A S ~ s s i o n s with Special ized or T ~ r g e t e dAudiences - - I think tha t Hil lary thr ives in venues tha t :arete levised town meeting-l ike or question and answer format:s with a

s p e c i a l i ~ e d a u d i e n c ~ . The CBS This Morning program with theaudience of mothers for Mother 's Day i s a wonderful exampte. Ithink t would be wonderful to look for more oppor tuni t ies l iketha t which are good for Hil lary and play so posi t ively ini themedia. Perhaps we could think about a town meeting with 'parents(maybe, we could peg'one around Child Health Day in New o ~ k onOctober 2 since tha t i s already on HRC s schedule) , a townmeeting with senior c i t izens , a town meeting with chi ldreh (l ikewe are planning to do with the Today Show around ~ i l l a r y ~ book),a town meeting with veterans around Veterans Day. We.could dothese types of events in key pol i t i ca l regions of tha couhtry andwe could work ' to have them te levised e i ther nat ional ly by: amorning show or loca l ly through an a f f i l i a t e or PBS.. I11) Parenting magazines - - There are 3-4 of these publicationsand Hil lary recently wrote a piece for one of them about ~ h e l s e a .I think t makes sense for Hil lary to do something with each oneof these publicat ions e i ther in . the form of an interview rwriting a guest piece. t think t is important for her t6 s t ressthe intergenerational theme with these publications. For'example, she could write or t a lk about how her mother ra ised her

. . Iand what she 1n turn learned from her mother 1n the way s ~ e hasra ised Chelsea. She could write or ta lk about how her f r iendshave chosen different ways to ra ise a family e i the r by being ful ltime mothers or being working mothers, and how each parent;: needsto make the choice tha t i s r igh t for them.i2) Internet - - s Karen has said, Internet has become a yerypopular mode of communication. Hil lary could speak to youngwomen through Internet . I think Hil lary would have fun w ~ t ht h i s , and I believe t would: not be too di f f i cu l t to organize.We could invi te women's media ie . the women's magazines) iin towatch her do such an event. I t would makefor a nice sto:r:y in awomen's magazine.In addit ion, People magazine i s t inker ing with theposs ib i l i ty of using Internet . They have been in touch wfth meabout the prospect of having Hil lary communicate with parentsacross the country about children.and famil ies through I n ~ e r n e t .They would then run the t ranscr ip t in the magazine. This couldbe rea l ly nice idea. They are s t i l l in t h ~ research s t ~ g e andI am waiting to hear back from them. . I13) Off the record dinners with opinion makers in New o r ~ SidBlumenthal has spoken with myself, Melanne and Hil lary abo1uthaving Hil lary meet informally over dinner with some New YorkOPY

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Iopinion makers in the media. I th ink t h i s i s a t e r r i f i c idea ,and perhaps we can have Sid t ake the lead on t h i s . These are notthe mainstream New York media, bu t ra the r those people whom the

New York Times re spec t s i n t e l l e c t u a l l y . These people do not knowHil la ry at a l l , and Sid th inks she would win them overimmediately. Because we know Hi l l a ry wil l win them over,: t h i s. wil l . lead to p o s i t i v e t a l k o r c ha t t e r about H i l l a ~ y in t ~ e s ec i r c l e s which w i l l help inocu la te o r d i f fuse any n e g a t i v ~ s t ha t. may a r i s e in the mainstream pres s . He and I agree t h a t it wouldbe g r ea t i f -H i l l a ry could do a some of these dinners over theupcoming months. Some o f the people t ha t Sid sugges ts iJiv'itingto such an informal d i n n e r a r e : Bob Si lve r , ed i to r o f t h e NewYork Review; Victor Nevaski, e d i to r of the Nation and r ~ n c i sFi tzgera ld .14) Video News Releases ~ We-had t e r r i f i c ~ u c c e s s with J ide6news r e leases on the mammogram campaign. t wouldbe w o ~ d e r f u lif we could work with Betsy Myers ' shop to put t oge the r ~ o r n evideo news re leases o f H i l l a r y s l ~ s t e n i n g sess ions with ~ o m e nacross the country . 15) BC HomeImprovernent I know t h i s may sound l i k e a :Wildidea , but I t h ink it i s afi i n t e r e s t i ng one t o d i scuss . RickKaplan brought to my a t t en t ion t h a t Home Improvement would very

Imuch l.1ke to have H.1llary. make a gues t appearance on 1t s ,show.Home Improvement i s the most popular t e l ev i s ion show on t he a i r .They are wil l ing t o do a show on women, ch i ld ren and famiQyi s sues o r a show on whatever i s sues H i l l a ry would l i ke . Theout reach would be enormous and it would present Hil la ry in a veryl ikeab le l i g h t I be l i eve . Although I have some concerns ~ h a t itdiminishes t he ro le o f Fi r s t Lady by going on a tv sitcom , it i sprobably worth weighing it aga ins t what we be l ieve we might .be ab le to gain by suchan appearance p o l i t i c a l l y and i m a g e ~ w i s eYou probably know t h a t Rick i s 100 pe rcen t in favor o f Hii la rypur su ing _this pro jec t . '

i16) Hil la ry land Sta f f .Out r each to M e d i a - - I am din ing ou tr egu la r ly with members o f t he White House press corps for : lunchand diriner ~ h i c h I th ink i s he lp fu l to Hil la ry . I th ink ~ t wouldbe even be t t e r for Hil la ry if you, Melanne, Ann Stock, Anh Lewis,Lissa and Neel could carve out so:ine t ime in your s c h e d u l e ~ tosoc ia l ize more with t he media. I t h ink t ha t the more o f us whoare out t h e r e in fo rmal ly and s oc i a l l y with t he p re s s the b e t t e rit i s fo r Hil la ry . I be l ieve it would crea te enormous good wi l lfor Hil la ry s ince we can a l l tell wonderful Hil la ry anecdotest h a t pumanize her and show the pres s the good person tha t j she i s .{For example, .Lissa always t e l l s the anecdote. about H i l l a r y .loving to have her twins come to the o f f i c e . ) I be l ieve if wewere a l l out t he re c o n s i s t e n t l y ~ we would erode the not ioh in thepress t h a t sometimes e x i s t s of H i l l a r y being in a bunker 'menta l i ty . I could draw up a list o f key na t iona l media ~ n dass ign var ious r epor te r s to each o f us , developing a so r t i o fbuddy system for t he next year . (Much l i k e the.way we did;dur ingthe hea l th care reform debate with Admin is t ra t ion o f f i c i a l s . )OPY