Date May 25, 2004

Edelman
To Interested Parties

From Leslie Dach

Re National Commission Support

CC Rob Rehg, Mike Deaver, Greg Stevens

Memorandum

We see the following steps as essential to establishing our working relationship.

• a signed contract or letter of intent

• an agreed upon budget for at least the strategic counsel portion of the relationship
• a decision meeting that clarifies the recommendations/report release strategy and the
scope of our activities for the execution portion of our engagement
• regularly scheduled phone calls and meetings to address plan and implementation issues
and approve work product

Media Strategy

We continue to believe that the correct media strategy is to:

• separate the release of the Commission recommendations from the release of the report
itself
• release the recommendations the week of July 12
• release the report in the period between the Wednesday of the week after the democratic
convention and the start of the Olympics

We believe this strategy accomplishes the following key goals:

• Focuses the public discussion on the recommendations and the future

• Provides two windows for discussion of the Commission's work
• Allows an earlier release by not requiring completion of the white house vet of the report
before the release of the recommendations

1875 Eye Street NW

Suite 900
Washington DC 20006
Tel +1 202 371 0200
Fax +1 202 371 2858
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 Prevents the first week of our news cycle from competing with the weekend run up to the
Democratic convention, giving us two weeks of news hole instead of four days
Prevents either party from feeling the report provided an advantage through its proximity
to the democratic convention
Prevents the need for a congressional hearing, and the resulting loss of message control,
in the first few days of the release
Reduces partisan positioning of the Commission release
Allows the family and validators to focus clearly on the recommendations.

The attachment to this memo outlines our estimated costs for supporting the work of the
Commission. We have separated professional fees and out of pocket expenses. Our professional
fee will be charged based on actual hours worked at our standard hourly rates. Edelman is a
GSA listed contractor.

We have attempted to provide these in menu form and to recognize activities that you will
outsource to us and activities that the Commission staff will conduct to some degree on its own
with some strategic and implementation assistance from Edelman/Stevens.

In terms of the roll out itself we are assuming the following major activities:

• Plan Development and Strategic Counsel

• Material Review
• Media Training/Rehearsal
• Press Conference
• Validator Briefings
• Editorial Board meetings
• One on One interviews
• Satellite TV Tour
• Radio Tour
• VNR, ANR and B-roll production and placement
• Local market tours

We include in the strategic counsel fee professional time associated with the development of a
top-line plan for activities after the formal expiration of the Commission. We do not include any
costs associated with execution of this plan. As we have discussed, we believe foundation
funding is available for this phase of the effort.

1875 Eye Street NW

Suite 900
Washington DC 20006
Tel +1 202 371 0200
Fax +1 202 371 2858
www.edelman.com

A Daniel J Edelman Company

Estimated Program Budget
June - August 26, 2004

Activity Professional Fees Out-of-Pocket

Expenses
Ongoing strategic counsel and materials Hours up to $5,000 for telephone
review including plan development, client $52,000 calls, faxing,
meetings, strategic counsel, photocopying,
development of long-range plan, messenger service
assistance with validators and drafting and press release
and review of materials (assumes and advisory
Commission staff will be responsible for distribution.
drafting and Edelman will review e.g.
media advisories, op-eds, press
releases, talking points, speeches, etc.)
Rehearsal/informal media rehearsal with Hours up to $2400 for equipment,
10 commissioners $25,000 food, materials
Includes 90 minutes per commissioner
Media Relations (Release of
Recommendations)
• Press Conference Commission
• DC NY Editorial Board Outreach Commission
• National One on One Interviews
(NY and DC) $2,000
(includes some assistance to
Commission staff)
• Regional Editorial Board calls
$2,000
(includes some assistance to
Commission staff)

• Satellite media tour (for every 10 $5,000 $15,000-$35,000

interviews)
• Audio news release (100+ $2,000 $4,000 - $5,000
stations)
• Audio media tour $6,000 - $20,000
2 hours-10 hours
Commissioner Media Tour $7500 to $12,500 per
Assumes five media markets, and market
includes local press event, media
relations, one on one and editorial board
meeting, event briefing books, and
talking points

Assumes no Edelman travel

1875 Eye Street NW

Suite 900
Washington DC 20006
Tel +1 202 371 0200
Fax +1 202 371 2858
www.edelman.com

A Daniel J Edelman Company

Media Relations (Release of
Recommendations)
• Press Conference Commission
• DC NY Editorial Board Outreach Commission
• National One on One Interviews
$2,000
(NY and DC)
(includes some assistance to
Commission staff)
• Regional Editorial Board calls $2,000
(includes some assistance to
Commission staff)

• Satellite media tour (for every 10 $5,000 $15,000-$35,000

interviews)
• Audio news release (100+ $2,000 $4,000 - $5,000
stations)
• Audio media tour $6,000 - $20,000
2 hours- 10 hours

1875 Eye Street NW

Suite 900
Washington DC 20006
Tel +1 202 371 0200
Fax +1 202 371 2858
www.edelman.com

A Daniel J Edelman Company