Delivering the Message

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The Department of Education and Ketchum Inc. agreed last year to subcontract part of a program to promote the No Child Left Behind Act to Armstrong Williams and his public relations and production company, the Graham Williams Group. Excepts from the contract:

• Ketchum shall arrange for Mr. Williams to regularly comment on NCLB during the course of his broadcasts [of the syndicated show "The Right Side With Armstrong Williams"].

Armstrong Williams received $240,000 from PR contract.
Armstrong Williams received $240,000 from PR contract.
—Rick McKay/The New York Times

• Ketchum shall create and place the following ads:

• Two (2) (60-second) television ads promoting NCLB. Ads shall be produced by the Graham Williams Group. Ads shall feature a one-minute read by Secretary Paige.

• Two (2) (60-second) radio ads promoting NCLB. ... Each advertising spot shall run during the one-hour cable television broadcast [of "The Right Side"].

• Secretary Paige and other department officials shall have the option of appearing from time to time as studio guests to discuss NCLB and other important education reform issues.

• Mr. Williams shall utilize his long-term working relationship with America's Black Forum, where he appears as a guest commentator, to encourage the producers to periodically address the No Child Left Behind Act.


Vol. 24, Issue 19, Page 24

Published in Print: January 19, 2005, as Delivering the Message
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