APPROVAL TO ACT ON IDEAS RESULTING FROM THE PUBLIC COMMUNICATIONS CONFERENCE
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Collection:
Document Number (FOIA) /ESDN (CREST):
CIA-RDP86B00985R000100030006-3
Release Decision:
RIPPUB
Original Classification:
K
Document Page Count:
12
Document Creation Date:
December 19, 2016
Document Release Date:
September 29, 2005
Sequence Number:
6
Case Number:
Publication Date:
May 6, 1980
Content Type:
MF
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STAT
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k
Central Intelligence Agency
Washington, D.C. 20505
(703) 351.7676
Herbert E. Hetu
Director of Public Affairs
12 May 1980
STAT
Forwarded for your information is a decision
memo on the recommendations of the Public
Communications Conference which required DCI/DDCI
approval. Also attached is a copy of the
conference proceedings, which includes other
recommendations where progress is currently
under way.
Please telephone me orb Hof
my office (extension if you have any
questions.
Attachments: a/s
STAT
STAT
STAT
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6 May 19
MEMORANDUM FOR: Director of Central Intelligence
THROUGH: Deputy Director of Central Intelligence
FROM: Herbert E. Hetu
Director of Public Affairs
SUBJECT: Approval to Act on Ideas Resulting
from the Public Communications Conference
1. Action Requested: Approve the recommendations shown in
paragraph 3 below.
2. Background: The Office of Public Affairs hosted an Agency-
wide conference on public communications at a site out of town on
11-12 March 1980. The objective of the conference was to exchange
views among those activities who communicate with the public and to
examine the efficacy of those communications. The house rules of
positive brainstorming prevailed. We also acted on the premise that
our recommendations could not require increased money, people or
facilities. All Directorates were represented and we surprised our-
selves to learn the sizable number of components involved in communicating
with the public in one way or another. A list of conference participants
and summary of the conference are attached.
3. Among the several useful ideas of the conference are four
which we would like to pursue with your approval. Discussion and
approval lines are provided below.
a. On a fairly regular basis various Agency components
independently develop a variety of advertising, recruiting and
related informational materials that are released to the public.
The shortcoming is that there is no "quality control" center
to review these materials for professionalism, accuracy, con-
sistency and to obviate unnecessary work when suitable materials
might already exist elsewhere. The Public Affairs Advisory Group,
with representatives from all components, could perform this
coordinating task and avoid the creation of a new mechanism.
Recommendation: Approve the Public Affairs Advisory Group
acting as_a clearinghouse for the purpose stated above.
DISAPPROVED:
Y MAY 19$n
86800985 ntra Intelligence
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b. Factual information on topical issues is often made
available to the public and press that is never made available
to Agency employees. The result is that our people are often
poorly informed, confused by what they read and sometimes
embarrassed by their ignorance. Existing measures (briefing
training programs, inviting queries on news items, bulletin
boards) are effective but insufficient.
Recommendation: Public Affairs conduct on a trial basis a
weekly (or periodic) in-house news conference for interested
employees, at which anyone might question a PA officer on
Agency responses on topical issues and news items.
APPR: /'2 _ DISAPPROVED:
entral Intelligence Director of Central Intelligence
c. Recruiting literature tends to stick strictly to the
essentials of the recruiting message, thereby missing an
opportunity to enlighten the large receiving public on the
role of intelligence and importance of CIA. The Armed Forces
learned years ago to use recruiting literature at least in part
for educational purposes, and has done so very effectively.
Recommendation: Public Affairs work with Recruitment to insert
appropriate basic information on intelligence in advertising materials.
Director of Central Intelligence
d. We have few ways to measure and evaluate public percep-
tions of the Agency. Use of recruiters or recruiting materials
for this purpose could be utilized with great effect to ascertain
why those applying are interested in CIA employment and how they
formed their perception of the Agency. In so doing we would not
wish to overburden the recruiter or hamper the primary purpose of
the recruiting mission.
Recommendation: Public Affairs work with Recruitment to devise
a feedbac mechanism to guage public perceptions of the Agency.
Director of Central IntelligencE
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4. Recommendation: By signing the above approvals, authorize
Public Affairs to initiate action on these proposals.
Mere
Attachments: a/s
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MEMORANDUM FOR: THE RECORD
SUBJECT: Summary of Public Communications
Conference, 11-12 March 1980
1. The Public Communications Conference convened at 1450 hours
on Tuesday, 11 March 1980. Representatives were present from all
Agency components who are required in the course of their business to
communicate with the public. A list of participants is attached.
The Director of Public Affairs, Mr. Herbert E. Hetu, welcomed the
participants and-expressed the hope that the conference would be
conducted in a positive vein. In that context, he pointed out the
four goals to be discussed and hopefully achieved during the conference:
a. Learn why and how others are communicating with the
public;
b. Learn how better to support one another;
c. Learn how to communicate better;
d. Develop positive steps to improve communications.
Mr. Hetu established that the rules for "brainstorming" would apply,
i.e., that no idea would be prejudged or discarded out of hand. He also
announced that conference recommendations should avoid any expectation
of increased money, people or facilities, but should focus instead on
existing resources.
2. The first seminar, led b the Chief/Plans and Policy Branch,
Office of Public Affairs, was entitled, "Forced Public STAT
Communications - Who in CIA Must Communicate with the Public." Chuck led
off by describing briefly the different ways in which the Office of
Public Affairs communicates with the public (mail, visits, media
inquiries, etc.). Conference attendees were then called upon to provide
short summaries of their mandatory communications with the public.
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Recruitment Larry cited some surprising
statistics in the as isca ye on the number of: applicant contacts
(104,000); formal applications (55,000); and actual interviews (16,000).
This work is handled by the Washington Area Recruitment Office and 11
offices around the country. The recruitment effort encompasses visits
to some 300 university and college campuses a year, contacts with private
industry, work with specialized groups (NAACP, Urban League), and parti-
cipation in minority career.days and career trainee classes. Many of
these contacts are a result of the Agency's advertising campaign which
has grown in recent years. Larry described training the recruiters
receive before being assigned to a field office. It was suggested
that recruiters might spend some time in the Public Affairs Office before
going to the field in order to learn what support OPA can provide.
FF'01 1: Barbara said it was a
misconception to assume the Office of EEO existed only for complaints.
The most important goal of EEO is educating the public in what EEO does
at CIA. EEO works diligently with blacks, hispanics and women and is
engaged in the upward mobility program. They stressed that they were not
recruiters but did work closely with the recruitment offices. Their
biggest effort in dealing with the public involves participation in
minority group conferences/conventions around the country where they
tell the CIA story.
Office of Data Processing Ed stressed that ODP has STAT
contact with a very specialized public--those in the computer fielu.
Questions posed to those in ODP when outside the Agency are, for the
most part, computer related. He is actively engaged in recruiting in
his field.
STAT
Office of Trainin The Office of Training is not STAT
as heavily involved with iepu is as some other components; however,
there is contact through Brookins Institution luncheons, briefings
given by OTR brief the CIA guest speaker program,
seminars, and external training. discussion ensued as to how the
Office of Public Affairs could support OTR's faculty representatives and
CIA students at civilian or governmental institutions. A suggestion was
made that faculty representatives and students come to OPA for support
briefings before starting their tours.
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NFAC/Academic Relations Mal cited the heavy partici-
pation of NFAC personnel in rs/conferences because of
the diverse skills (44 different academic disciplines) among people in
NFAC. 'There seems also to be growing interest in student visits to
the Agency for topical briefings. One problem noted is that there is
not an available and appropriate conference room on the first floor for
the briefing of students and other visitors. Public Affairs and EEO
share this problem.
STAT
Legislative Counsel Rodger STAT
stressed that OLC was responsible for the ow OT InTurmdulull from CIA
to and from Congress. Public contacts consist mainly of Congressional
mail (the subjects of which in many instances culminate in briefings);
personal contacts with Congressional staffs; and fulfilling requests from
Congress for speakers before constituent groups.
General Counsel General Counsel contacts are limited.
There is some minor recruitmenTeeffort for attorneys and contact with
Congressional staffs on legislation (charters, etc.). The bulk of OGC's
work entails litigation (there are presently 150 lawsuits pending against
the Agency; over half are FOIA cases).
IS The ISS contacts with the public are related to the
Freedom of Information Act, the Privacy Act, Mandatory Review and the
appeal cases.
The Director of Public Affairs ended the afternoon session by saying
that none of us should forget Agency retirees. Since they are out in public
speaking they can be very helpful to us and should be supported.
3. The conference reconvened in the evening to discuss, "Materials We
Can Share." The Director of Public Affairs gave an overview of the
unclassified materials available for release to the public and other
participants discussed their own materials. During the ensuing discussion
one obvious shortcoming was identified: there is no central "clearing-
house where unclassified publications/presentations are reviewed for
professionalism, accuracy, consistency or redundancy. It was suggested
that the Public Affairs Advisory Group take. on this task.
Regarding an unclassified brochure on the Agency itself, the idea
was put forward that there be one brochure containing tear sheets on
the specialized components/directorates of the Agency.
The session ended with a review of pertinent video tapes and the
EEO conference display.
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4. The followin mornin session began on the theme, "Better
Coordination." Chief/Media Relations Branch, Office
of Public Affairs, led the discussion by explaining his role in dealing
with the media/public. He identified his means of coordination before
responding to inquiries and listed the backup materials available to
him in responding (DCI/DDCI testimony/speeches, internal regulations,
official statements, Church/Rockefeller Commission reports, etc.). The
question was raised as to whether significant questions and answers
could be recorded and distributed to those who have official Agency
contact with the public, which would prove very helpful to those in the
position of being questioned. Mr. Hetu brought up the fact that a lot
of questions and answers are perishable, i.e., the information changes
from day to day. There was consensus, however, that many standard
"oldies-but-goodies" questions and answers could be compiled for Agency
use. Factsheets on topical issues were also thought to be helpful.
5. Continuing the theme, "Better Coordination, Chief STAT
of OPA's Speakers Bureau, described the formation of the bureau and its
goal: to raise the public understanding of the Agency through the "in-
person" approach; and through this approach dispel some of the myths
still associated with the Agency. Recruitment and DCD made the point that
when speakers are scheduled to go on trips into their "territories," they
would like to be informed so that follow-up contacts can be made. Another
suggestion was that the Speakers Bureau could provide services for recruiters
and NFAC personnel by providing them with information/handout materials
before they left on trips. The point was raised that there should be a
formalized set of guidelines (do's and don't's) for those speaking on
behalf of the Agency--something which is lacking at the present time.
6. The midmorning session, "Better Communications with the Public,"
was moderated by He began by raising some questions:
(1) Are we taking full opportunity of every audience we have; (2) Are we
analyzing audiences beforehand; (3) Are we hitting the issues when speaking;
(4) Are we telling them what they want to know--are we telling them the
right things. During the general discussion it was decided the most difficult
problem is getting feedback from audiences indicating how effectively we
are communicating. Two possible approaches were considered: (1) Having
recruiters ask one or two questions of potential applicants; (2) Getting
Congressmen to pose one or two questions regarding CIA in their monthly
newsletters. The first suggestion was considered the more practical.
7. The afternoon session focused on, "Better Communications with Each
Other." A long discussion followed on internal Agency communications.
The main thrust was that no one can change human nature--there is always
going to be a segment of the Agency/society that is unhappy and no matter
what anyone does they aren't going to be turned around by better communications.
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The closed circuit television system was mentioned with no real
consensus as to its usefulness.
STAT
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A newspaper-format newsletter was proposed to replace all the single
sheet pieces of information now distributed to employees.
An OPA news conference was proposed to be held weekly or whenever
there is interest from employees on getting answers to topical questions
regarding the Agency. This derived from the observation that more
accurate information was being given to the media and public on critical
issues than was getting to our own employees. The suggestion was made
that this idea could be presented to Management Advisory Groups (MAG)
for their reaction.
A lengthy discussion of the "DCI Notes" ensued--the general opinion
was that although some past subjects were thought to be inappropriate
for placement in the "Notes," it was a good vehicle of communications
from the DCI to employees. The one missing ingredient, however, is
that there is no .feedback mechanism to indicate what employees want
the DCI to explain or comment on. Subjects for future "Notes" were
raised -- SAVAK and torture, Martin Luther King assassination involve-
ment and charter legislation. Again the MAGs were suggested as a forum
in which to find out other topics that might be included in future "Notes."
The session ended with a novel observation: Maybe some employees
should quit grousing and just get back to work!
8. In the final session Mr. Hetu called upon several attendees
around the table to express their thoughts on the conference.
SA/DCI Thought conference was good idea--
helped to further achieve two DC goals: (1) try to get the Agency to
work more closely together; (2) achieve a controlled openness policy.
O/DDS&T Thought conferehce was well
worthwhile in surfacing problems and e t attendees should keep in
contact with one another to iron out future problems, help out when
needed and to measure progress.
OLC Felt conference went well and stated that
like it or not openness is here to stay and that we must get on with it.
Again reiterated the need for some form of guidelines/factsheets/questions
and answers to be provided for those representing the Agency outside.
DDO Felt conference had shown that there must
he a focal point (Office of Public Affairs) through which the openness
policy can be controlled.
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Mr. Hetu ended the conference by summarizing the conference
conclusions:
Recommended: Requires DCI Approval
--Use the Public Affairs Advisory Group to coordinate unclassified
information materials designed for public distribution.
--For the benefit of employees, Public Affairs conduct periodic
in-house news conference to answer topical questions on media stories
about CIA.
--Incorporate more information about CIA per se into recruiting
l i terature.
--Use recruiting literature to solicit evaluative feedback from
the public on its perceptions of Agency effectiveness.
Recommended: Requires Staff Action/Coordination Only
--Include Public Affairs in training and indoctrination of new
recruiters.
---Include Public Affairs in pre-departure briefings of CIA students
and faculty representatives to outside institutions.
---Public Affairs provide current Q's and A's to other Agency components
who communicate with the public.
---Public Affairs inform DCD and Recruitment when Agency speakers
are scheduled into their areas.
---Public Affairs solicit items appropriate for "Notes from the
Director" from various Management Advisory Groups.
-?-Public Affairs reconvene the Public Communications Conference in
about six months to measure progress of these proposals.
Not Recommended: Impractical or Infeasible for Conference to Act on at
this Time
--Use Congressional liaison to find ways to get Congress to measure
public perceptions of CIA.
--Develop a single in-house publication that would consolidate a
number of existing internal publications.
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--Dedicate an intermediate-sized conference room on the first
floor of Headquarters to the use of components sponsoring public
groups.
--Alter Publications Review Board procedures so that former
employees submit manuscripts through Public Affairs instead of the
General Counsel, which seems unduly threatening.
The Chairman thanked all the participants and expressed the hope
that they would return to their components and share what they learned
from the conference. Mr. Hetu also noted that a record of the pro-
ceedings would be forthcoming for any appropriate follow-up action the
participants would like to take. There was consensus that the time
at the conference had been well spent.
The conference adjourned at 1545 hours.
Herbert E. Hetu
Attachment: List of Attendees
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