55. Letter From the Deputy Assistant Director of the United States Information Agency (Shea) to All United States Information Agency Public Affairs Officers1
In Bob’s2 absence in Europe I would like to let you know the latest thinking here on FY66 programing. The most important development is a decision from the highest authority to stress the quality of U.S. leadership at a time when the whole free world is evaluating our performance and presumably shaping its own course of action accordingly.
Secretary Rusk the other day said the time has come to tell the world more about the Great Society and the aims and accomplishments of the President’s program.3 It is vital that the philosophy and achievement of the Administration be understood. Mr. Marks agrees that this [Page 161] is a vital task, and the Agency will undertake a much-increased effort in this direction.
Everyone here, including the Director, recognized we have been giving considerable attention to the Great Society, key U.S. legislation, and the Administration’s domestic and foreign programs in general. It is also appreciated that there is no money available for new programing. But the effort in this field must now be increased, reprograming to do it when necessary.
The Agency operational priorities and media emphases will be revised to include the Great Society, and the media have been asked for a report on how they might increase their output on this subject. We will keep you informed of plans here as they develop.
Sincerely,
- Source: National Archives, RG 306 DIRCTR Subj Files, 1963–69, Bx 6–29 63–69: Acc: #72A5121, Entry UD WW 257, Box 28, Policy and Plans—General—1965. Limited Official Use.↩
- Reference is to USIA Assistant Director, Europe, Robert A. Lincoln.↩
- Rusk’s statement has not been further identified. The “Great Society” refers to President Johnson’s initiative of social programs articulated in his May 22, 1964, speech at the University of Michigan. For text of that speech, see Public Papers: Johnson, 1963–1964, Book I, pp. 704–707.↩