Word Control

To accentuate the positive in Price Boss Mike Di Salle's public relations and get ready for a heavy political year, OPS pressagents last week gravely sent their deputies a list of "Things to Avoid" in their copy. Chief among them: "Excessive reference to 'controls' and 'price control program.' " These words had taken on objectionable connotations, the memo explained, because "OPS has been criticized for wanting to perpetuate controls."

As happier substitutes, the memo suggested: "Use instead 'stabilization,' 'price program' . . . 'efforts to hold prices down,' 'efforts to hold the line.' " At the same time, Di Salle's publicity men did not want anybody to get the notion that the line could be held because of the recent "lull" in prices. They advised: "Integrate the 'lull' into the continuing fight against inflation." Since Government spending contributes to inflation, OPS copy should avoid "reference to 'defense spending.' Use instead 'defense production' . . . with emphasis on 'production' rather than 'spending.'" As an added caution, the memo warned against statements that OPS "has stopped or can stop inflation . . . We are not justified in making such positive claims."

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