135. Memorandum From the Director of the U.S. Information Agency (Murrow) to All U.S. Information Agency Media Heads1
SUBJECT
- Attribution of USIA Media Materials
Receptivity to USIA media output is nearly always greater when the output is not attributed to the Agency or the U. S. Government. I have therefore instructed our field posts not to carry USIA attribution on pamphlets, motion pictures, television shows and other media products (but excluding periodicals) except when local custom or law dictates otherwise. This rule henceforth shall also apply to media materials produced in Washington.
The posts were asked to consider attribution to credible local groups when appropriate and feasible. In Washington, you should consider attribution to appropriate U. S. groups, when feasible and useful, in the production of media materials.
An exception to this rule would be those instances when we want to make it clear that we are presenting the official viewpoint of the U. S. Government.
We must continue to distinguish between “unattributed” and “unattributable.” Our materials may be “unattributed” but never “unattributable.” We are willing to acknowledge, if questioned, the origin of any Agency product. My point is that we should not publicize, emphasize or otherwise call attention to the USIA-origin of our output except when necessary. Our job is not to advertise the Agency or any element thereof but to influence foreign public attitudes in furtherance of U. S. objectives.
This directive supersedes all previous instructions and guidances on this subject.
- Source: Washington National Records Center, RG 306, USIA Files: FRC 68 A 4933, Policy and Plans-General (IOP)/62. Confidential.↩