Foreign Relations of the United States, 1917–1972, Volume VI, Public Diplomacy, 1961–1963

40. Memorandum From Frederic Bundy, Office of Plans, United States Information Agency to the Deputy Director (Wilson)¹

Washington, July 12, 1961.

SUBJECT

• “World of Free Choice”

In a memorandum to the President on June 8,² Mr. Murrow and Mr. Rusk proposed “Peaceful World Community” as a counter-theme to the Soviet’s “peaceful coexistence.” The President did not see the memorandum. Arthur Schlesinger wrote a memorandum of comment to McGeorge Bundy³ in which he expressed reservations on “peaceful world community” and suggested the phrase “World of Free Choice” which Secretary Rusk had used before the Senate Foreign Relations Committee on May 31.⁴ The Secretary used it again at the Press Club on Monday.⁵

The general matter was discussed at a couple Thursday luncheons and “world of free choice” was agreed by all.⁶ I am informed the President has said “O.K.”

On June 30, Mr. Murrow asked McGeorge Bundy to advise departments and agencies that the phrase be used whenever appropriate.⁷ McGeorge Bundy will probably reply, saying that Mr. Murrow, and maybe Mr. Rusk, should see that this phrase gets into usage.⁸ He has in mind, but probably will not state in his memo, that the “Tuesday” Salinger Group might seize itself with the means of getting the phrase into use. There seems to be agreement that a directive or instruction to agencies is not the appropriate way.

It appears that the initiative will need to come from you and Mr. Tubby.

Copies of the correspondence are attached.⁹

1. Source: National Archives, RG 306, Director’s Subject Files, 1961, Entry UD WW 142, Box 7, Policy & Plans—Nuclear Testing 1961. No classification marking. Glenn Smith initialed the top right-hand corner of the memorandum and wrote “7/12” next to his initials. An unknown hand wrote “SALINGER” on the first page of the memorandum.
2. Attached but not printed. The memorandum is printed in Foreign Relations, 1961–1963, vol. XXV, Organization of Foreign Policy; Information Policy; United Nations; Scientific Matters, Document 123.
3. Attached but not printed is the June 19 memorandum. In it, Schlesinger expressed his lack of enthusiasm for the Rusk–Murrow memorandum, concluding that “a new propaganda phrase is not going to solve our problems.” He expressed his belief that the phrase “‘world of free choice’ suggests an immediate antithesis: the pluralistic world vs. the monolithic world. The phrase implies human dignity, political freedom, self-help, cultural independence, etc.” The memorandum is printed ibid., Document 124.
4. Rusk’s May 31 statement is printed in Department of State Bulletin, June 19, 1961, pp. 947–955.
5. Rusk spoke before the National Press Club on July 10. Rusk’s address is printed in Department of State Bulletin, July 31, 1961, pp. 175–178. For additional information, see Wallace Carroll, “Rusk Urges West to Lead Crusade on Red ‘Coercion’: Says Issue Has Been Drawn Between Soviet Bloc and All Other Countries,” The New York Times, July 11, 1961, pp. 1, 4 and Julius Duscha, “Rusk Says Reds Seek A ‘World of Coercion’” The Washington Post, July 11, 1961, pp. A1, A2. In the right-hand margin next to this sentence, an unknown hand wrote: “‘world of coercion’.”
6. Attached but not printed is a June 29 memorandum from Frederic Bundy to Murrow, in which Bundy summarized a June 29 USIA luncheon, noting that “Tom Sorensen, and IOP Soviet Advisers, agree with you that ‘world of free choice’ is a better label or symbol.”
7. Attached but not printed is the June 30 memorandum from Murrow to Bundy, copies of which were sent to Schlesinger and Thomas Sorensen. Murrow wrote: “The phrase ‘world of free choice’ is being made S.O.P. in the Agency. May I suggest that you advise appropriate department and agency heads that the phrase be used whenever appropriate in speeches, congressional testimony, printed documents, etc.”
8. In NSAM No. 61, issued on July 14 and addressed to Rusk and Murrow, Bundy stated that the President “has requested that immediate steps be taken to give this formulation the widespread currency and usage that would make it an effective countertheme to the Soviet formula. It is requested that the facilities available to the Department of State and the U.S. Information Agency be employed in this effort.” NSAM No. 61 is printed in Foreign Relations, 1961–1963, vol. XXV, Organization of Foreign Policy; Information Policy; United Nations; Scientific Affairs, Document 126. Sorensen sent a copy of the NSAM to Murrow under a July 18 memorandum, stating that Bundy’s memorandum “indicates the President’s endorsement” of the phrase “world of free choice and cooperation.” Sorensen also noted that USIA had sent guidance to offices in Washington in the form of News Policy Note No. 114–61, dated July 13, and guidance to the field in Infoguide No. 62–1. (National Archives, RG 306, Director’s Subject Files, 1961, Entry UD WW 142, Box 7, Policy & Plans—Nuclear Testing 1961)
9. Below this sentence, Smith wrote: “Maybe, in a case like this, ERM could do some effective lobbying among radio, TV and press industry. GS 7/12.”