In 1991 ... Dow Corning hired Burson-Marsteller to change Public Opinion on Breast Implants

[Ilena Rose]

Note from Ilena Rosenthal:  

Some people call public relations campaigns "boogey men."

A anonymous Plastic Surgeon calls this plan, a "medical-industrial complex conspiracy theory."

I call it the early strategy meetings of an enormous propaganda team created to buoy up the breast implant industry who have paid huge money to change public opinion.


Dow Corning & Burson-Marsteller Public Relations firm manipulate Public Opinion (1991)

The following document was obtained in discovery in the 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 saftey of Breast
Implants.

PRE-FDA HEARING MEDIA PLAN

Objectives

1- secure maximum exposure for key positive messages, primarily;
....breast implanst are safe, ...women need and value them,...each
woman has a right to make her own informed decision

2- stimulate general public to contact Congress and the FDA

3- establish fair media climate for advisory panel hearing

4- lay groundwork for additional stories at time of hearing

Audiences

1- women and the general public

2- Washington opinion leaders

3- the media itself

Strategies

1- use existing doctor and patient spokespersons wherever possible

2- work with patient support groups, tying into their activities

3- keep trying to obtain celebrity spokespersons for work with
high-profile broadcast media

4- utilize Dow Corning events as pertinent

5- follow up with cadre of patients who handled fly-in (or encourgae
ASPRS to do so) to stimulate further activity

ACTIVITIES

PHASE 1 - NOW UNTIL END OF OCTOBER

Stories of individual patients and doctors who have sympathetic,
perspectives

Trained patient spokespersons

1- see attached APPENDIX on patients spokespersons from San Francisco,
Atlanta and Los Angeles, already trained.

2- 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.

3- B-M offering media support to each spokesperson in her local market

4- most successful / assured spokespersons to be offered to national
media and as part of editorial board briefings (see)

Trained physician spokespersons

1- eleven surgeons already trained during ASPRS convention in Seattle

2- B-M / Dow Corning is sending them periodic mailings to stimulate
activity

3- no word as yet from ASPRS on their actual activity (forms to be
sent to ASPRS)

4- 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 hearing by Congressional Women's Caucus

5- B-M to contact office of Rep. Mary Rose Oakar (D-OH) ASAP to try to
stimulate this.

6- depending on specific, 3-M will follow up to develop media
approach, including Washington based press conference the week of the
hearings

Contact top-medical columnists

1- B-M drafting letters asking columnist to inform readers about
danger that FDA may be pursued to ban implants

2- letter to be sent by trained patient spokesperson(s) depending on
where newspaper is located

3- selected spokesperson also to send letter to national health
writers, such as Jane Brody of NEW YORK TIMES etc

4- letter also ask columnist for presentation of balanced view of
risks / benefits to reassure those with implants, override media
hysteria

5- send the columnist a copy of FDA's own background on implants as
source material

Contact top national issues columnists with information on women's
right issue

1- letter from selected patient spokesperson to key columnists such as
Anita Quindlen, Jack 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.

2- the first implant patient, Timmy Jean Lidsey of Houston, is still
active and a strong advocate of implants' benefits and a woman's right
to choose

--- B-M to pitch niche Houston papers, wire service, 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

3- 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

4- 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

5- 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 result into wire service story

6-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
possibily national media

7- 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 healthcare media on october 19th talk -
Dr. Susan B. Love at Bethesda Naval Hospital (talk sponsered 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".

8- approach ABC-TV's "Nightline" to self 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.

9-take above spokesperson to electronic morning shows "i.e. GOOD
MORNING AMERICA, TODAY, CBS THIS MORNING

--- Tie to hearings

--- alternative spokespersonL Mrs. Priscilla Mack, Sen. Mack's wife,
who was on "GMA" prior to her recent surgery

10-work with Karen Berger, medical publisher, who is contacting
Barbara Walters (20/20) and Art Ulene (TODAY)

--- B-M in touch with Mrs. Berger, should train het 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:

1- pitt together team of oncologists or other doctors, two patients,
Dow Corning spokesperson

2- focus on need (doctor), rights (patients), safety (Dow Corning).

3- 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

4- other mior market newspapers, top 10-15 markets

5- seek meeting with key editorialists, Washington reporters, and
appropriate women's / health editors and writers, for firts week in
november (or earlier if necessary)

6- B-M to provide media training for all participants

Washington Press Conference

1- 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 should include Rep. Oakar, Mrs. Priscilla Mack
(Sen. Mack's wife, B-M to contact), and / or 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.

2- 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 CONTACT

Wire Service

-Associated Press - Debbie Mesce // -Copley News Service // -Cox //
-Gannett News Service - Ellen Hale // -Gillett // -Knight Ridder -
Scott Bosley // -Medill // -Reuters - Irwin Arieff // -Scripps -
Howard // -United press International - Rebecca Kohlberg //

National Publications

-Business Week - Susan Garland // -Chicago Tribune, Nick Horrick,
Marjorie David // -Forbes - Janet Novak // -Fortune - Les Smith //
-Newsday - Earl Lane // -Newsweek - Mary Hager // -New York Times -
Philip Hilts // -Time - Brian Doyle // -USA Today - Kim Painter, Nancy
Relmich // -Wall Street Journal - Marilyn Chase, Jerry Bishop //
-Washington Post - Sally Squires, Abigail Tratfford // -Washington
Times - Marlene Cimons, Robert Steinbrook // -U.S. News and World
Report - Joanne Silberner //

Regional Newspapers

-Atlanta Journal Constitution - Mike King // -Baltimore Sun - Jonathon
Bore // -Boston Globe - Judy Foreman // -Boston Herald - Susan Brink
// -Chicago Sun Times - Howard Wolinsky // -Cleveland Plain Dealer -
Cathy Gilfeather // -Dallas Times Herald - Gary Schultz // -Dallas
Morning News - Rita Rubin // -Denver Post - Diane Eicher // -Detroit
news - Dwight Angell // -Detroit Free press - Pat Anslett // -Fort
Worth Star Telegram - Caroline Poirot // -Ft.Lauderdale News / Sun
Sentinel - Nancy McVicar // -Hartford Courant - Frank Spencer //
-Houston Chronicle - Ruth Sorelle // -Long Beach Press Telegram - Mike
Schwartz // -Miami Herald - Linda Monroe // -Minneapolis Star Tribune
- Lewis Cope // -New Haven Register - Dave Butler // -New York Daily
News - James Hairston // -New York Newsday - Gayle Scott // -Orange
County Register - Mike Hewitt // -Orlando Sentinel - Delthia Ricks //
-Phoenix Gazette - David Hoye // -Philadelphia Daily news - Mary
Flanner // -Philidelphia Inquirer - Donald Drake // -Pittsburgh Post
Gazette - Henry Pierce // -Rocky Mountain News - Kris Newcomer //
-Sacremento Bee - Ellen Robinson Haynes // -San Diego Tribune - Susan
Duerksen // -San Diego Union - Rex Dalton // -San francisco Examiner -
Tom Dowling, Lisa Kreiger // -San Fransisco Chronicle - Charles Petit
// -Seattle Post intelligence - Tom Paulson // -Seattle Times - Warren
King // -St.Paul Pioneer Press - Tom Majeski // -St.Petersburg Times -
Carol Gentry // -St.Louis Post Dispatch - Roger Signor // -The Arizona
Republic - Dave Cannella // The Evening Sun - Sue Miller // -The
Houston Post - D.J. Wilson //

Broadcast

-ABC World News Tonight - Dr. Timothy Johnson, Roger Sergel // -Better
Health - Susan Brown // -CBS Evening News - Eddie Magnus, Bob Epstein
// -CBS Good Morning // -CNBC // -CNN - Andrew Holts, Rhonda Rowland
// -Consumer Health // -Fox Morning News // -Good Morning America //
-Healthcare - Allen Ryan // -Health and You - Tom Livingston //
-Health facts - Mary Ann Napoli // -Health Progress - Susan Hume //
-Health science - Susan Taylor // -Health resources - Diane Price //
-Health World - Jeff Kravitz // -Hippocratis // -Longevity - Kerrin
Griffith // -MacNeil Lehre Newshour - Suzanne Allard // -Nation's
Business Today // -NBC Nightly News - Bob Basell // -New Body Magazine
- Nayda Rondon // -Preventionm - Lewis Vaughn // -Shape - Kathy
Tomlinson // -The Good Health Magazine // - The Today Show // -Your
Health - Susan Gregg //

Consumer Newsletters

-Harvard Medical School Health Letter - Dr. Williams Bennet //
-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 -
Bill Ingrarn // -Physician's weekly - Mark Bloom // - Moodern Medicine
- Martin Stevenson // -Medical world News - Don Gibbons // -Plastic
Surgery News // - Plastic and Reconstructive Sugery // Amercian
Journal of reconstructive Surgery //

Women's Magazines

-Family Circle - Nancy Josephson // -Good Housekeeping - Linda Troiano
// -Ladies Home Journal - Nelly edmonson Gupta // -McGall's - June
Chou // -Redbook - Tom 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

1- 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.

2- Ann Landers, adapted a sample letter we wrote and sent in care of
the San Jose Mercury News. See attached.

3-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.

4-San Francisco Chronicle - wrote letter to the editor, see attached

5-People Magazine, wrote letter in response to recent Ann Jillian
piece. See attached.

6-KPIX - wrote letter to local Tv station, awaiting response

7-San Jose Mercury News - will contact Donna Alvarado, Medical editor

8-Dr. David Kessler - see attached letter

9- Y-Me , making presentation to San Francisco group 10/22

Atlanta - Hilda Morris

1- 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.

3 Channel 46, conducted interview on 10/10 with Karen Green for a Nws
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 1991

4 Gwinitt Daily News , conducted interview with reporter at Atlanta's
second largest daily for this Sunday's (10/13) features section

5- letter 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 wrting , 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.

--
Ilena's Health Lover Blog
<http://ilenarose.blogspot.com>

Breast Implant Awareness Blog
<http://breastimplantawareness.blogspot.com>