Abstract
This Philip Morris document, Top Secret Operation Rainmaker, proposes directions the industry should consider taking to try and reverse the decline of the social acceptability of smoking. It suggests that in order to "truly influence the media" that Philip Morris should "become" part of the media, by purchasing a major media outlet like Knight Ridder.
Page 1: wos65e00
TOP SECRET
OPERATION RAINMAKER
Tuesday, 20 March, 90
RWM point one - what are we trying to accomplish?
Prevent further deterioration of overall social, legislative, and
regulatory climate, and ultimately actually improve the climate for
the marketing and use of tobacco products
Social Climate - accommodation program has been proven and must
be expanded
Peace with Congress - peace not possible for long time, but it is
possible to reach a grudging stalemate.
Lower criticism of product - expand knowledge base of smokers;
take more realistic positions; push accommodation as "The American
Way.
ACTION - i t"~ G~Fe e~1/fGOf/is~d
1. Expand dramatically, not contract all of the elements of the
eduction arm of the four point program of identify, educate, recruit
and mobilize.
2. Disband the Tobacco Institute and reconstitute it as two
bodies: one for lobbying with no public profile; and another body
that is high public profile, information-oriented and not the flat-
earth society.
Si~/3-T EG~
Page 2: wos65e00
Page 2
3. ACQUISITION - If we are to truly influence the public
policy agenda and the information flow to the populace we must b e
the media, we must be part of it. The only way to do this is to own a
major media outlet. If we are not willing to take this step, then we
are not serious about really wanting to change the atmosphere.
Organizations that should be very seriously considered include:
- Knight-Ridder
- Zuckerman's group
- the Copley News Service
- United Press International
- or a major city daily that has access to--and from--all of the
major wire services
4. Consumer science publication - this is an idea that was
agreed upon at Downunder. We very much need a publication like
Omni for the various science (e.g. ETS) issues.
- 16V Y 6 r+t o Ke. -- e,J ~D eP-s
CONCESSIONS - concessions, other than full-blown execution of
accommodation should be driven entirely by need in the legislative
arenas.
- PRic,itlG Qoc.IC`
Page 3: wos65e00
Page 3
EDUCATION -
- expand Philip Morris NIa ag zine
- expand newsletter
- expand caucus
- expand ASA
- weekly issue ads, a la Mobil, but very broadly published
THE NEXT ISSUE - the downscale creep; continuing taxes;
further decline of social acceptability of use of the product
OTHER EXAMPLES -
gays - confront; educate
asbestos - give in and leave the field
fur - educate, but starting too late
oil - educate, but industry as a whole has image of not
being green
GROUPS WITHOUT PROBLEMS
Largely not true, but nevertheless they are effective and
respected, at least in the legislative arenas.
- AARP - educate; mobilize; confront. It is important to
remember that the AARP has the largest magazine in the United
States.
NRA - educate; mobilize; heavy confrontation; very political
Page 4: wos65e00
i
d
Page 4
NAME CHANGE - we must immediately change the name of
either Philip Morris USA or of PM Companies.
COMMENTARY - there is no silver bullet and we are kidding
ourselves if we keep on searching for the mystical Holy Grail. Rather,
we must help put tobacco into a better perspective ad it relates to
today's society. This is not impossible, but it must be a major effort,
on multiple fronts, and it must be sustained.
