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From a confidential communication plan sent in 1994 to Energy Secretary Hazel OLeary and her chief of staff by Audrey Hoffer a public relations consultant employed by the Department of Energy Last November House Republicans called for Secretary OLearys resignation after a report surfaced showing that she had used federal funds to hire a public relations firm to rank reporters by their coverage of the department The memo excerpted below was subsequently obtained by the Associated Press Until mid-December 1993 Secretary OLeary was not viewed as a big player in the Administration or one with great clout and she wasnt credited for her analytical abilities her boldness her high degree of of articulateness or her creativity She was the best-kept secret in the Clinton Administration But now the landscape has changed With the release of the radiation stories in late 1993 OLeary called for an investigation of radiation experiments on human subjects conducted during the Cold War the Secretary has been catapulted to prominence as a member of the Cabinet as a compassionate government official and as an unusually forthcoming energy secretary Press coverage has increased significantly and she now has an identity Our job now is to make the coverage work for us and make it last for the next three years All the while though we must remember that the public has a short attention span and an even shorter memory Good publicity never lasts forever We have to keep offering new pieces of information to the press to maintain their interest in DOE Department of Energy issues and in the Secretary We should showcase the Secretarys qualities which are that she is capable articulate credible confident smart bold direct poised strong gutsy trustworthy competent pragmatic honest and straightforward STRATEGY Convene meetings with business magazines including Fortune Forbes and Business Week Solicit profile pieces in Washington Post Style section in progress
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