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_i • 4. The Committee discussed how AUC got into the press last year. Mr. Farouki told the committee that Yusef Ibrahim of "The Wall Street Journal" recently interviewed Dr. Pedersen and Mr. Allam and a friend of Mimi Thorne's is in Cairo at the same time as the Board meeting to do an exclusive article on AUC for "Town and Country". 98% of the publicity AUC gets is indirect--through its professors, ex-professors etc. There have been almost no exclusive pieces on AUC. It was noted that there was a long article on AUB in the "Chronicle of Higher Education". AUC should be doing the same thing. 5. Mr. Hayes distributed an elegant "press kit" to the committee members which has been prepared by Mobil with help from Nabil Farouki, John Tyler and Carol Yost. The committee thanked Mr. Hayes and the people at Mobil for getting the press kit together. Mr. Hayes explained that the press kit was in draft form and needs more photographs of the university, which Nabil Farouki will work on getting to Mobil as soon as possible. Mr. Hayes offered to use Mobil's usual contacts in the press to help AUC gain coverage. He noted that there needs to be a mechanism for clearing a feature article in a few days. Mr. Hayes asked if there would be anything coming up in May that will be of "press conference caliber". Dr. Pedersen noted the maxi-linkage project for the desert center--a $700,000 project, the 1st AUC honorary degrees to be given in June, and that there will probably be one or two AUC students in the Olympics. Mr. Hayes noted that the print media is the easiest to get into. TV requires vast amounts of money-~ds it cost effective for our objectives? We can try to get free TV coverage, talk shows etc. We need to keep things current. New stories must keep coming. Dr. Pedersen asked if a 1 year TV campaign would have a strong name identification impact. Mr. H~yes responded that it would have to be spread out over a longer time period--at least 18 months. A 2 minute film "ciliPl has, a shelf life but it costs every time it is put out. Attention to such a clip would be increased if it was distributed at a key moment like a Mubarak visit. Mr. Hayes pointed that there needs tol~ea separate U.S. budget for Public Relations. The committee could make a recommendation to the board on this. Mr. Hayes noted that Mobil has a standing offer to have-AUC send someone to Mobil to see how their PR department operates. P, ublic Relations ·Committee -2