Lorillard
Fields
- Author
- Ave, J.R.
- Date Loaded
- 05 Jun 1998
- Alias
- 04330394/04330410
- Area
- TOTI/OFFICE
- Type
- LETT, LETTER
- OUTL, OUTLINE
- REPT, OTHER REPORT
- Document File
- 04330311/04330410/Task Force
- Request
- R1-004
- R1-037
- R1-127
- Copied
- Toti, C.W.
- Site
- N29
- Named Organization
- Burson Marsteller
- Ctr, Council for Tobacco Research
- Roper, Roper Org
- Ticc, Communications Comm(TI)
- Tiec, Executive Comm(TI)
- Time
- TI, Tobacco Inst
- US News
- Litigation
- Stmn/Produced
- Master ID
- 04330311/0410
- 04330311-0320
- 04330322-0331
- 04330332-0333
- 04330334-0378 Appendix B: Elements of Positive Strategy New Iwitiatives for Industry Action
- 04330379 Tobacco Institute Communications Task Force
- 04330380-0386 Communications Task Force Conclusions and Recommendations
- 04330390-0391 Communications Evaluation Task Force
- 04330392-0393
- 04330401-0410 Untitled Document 04330401/0410
Related Documents:
Document Images
5 - 1 Process & Procedures
Perhaps not totally formalized, but still apparentlyin!existence,: is a system which recognizes the
value
of integrating "'objective development, planning,,
accountability, etc.."' as evidenced by exhibits 6-1-D,
11-1-G, 11-1-I.,
Point #1: We agree that this type of formalized structure
to focus efforts would improve the results obtained,, and
the prototype process outline (I5-1-A)~ should be presentedl
as a basis for the T'I's development of a similar but
speci:fic one for their use.,
Point #2': We agree. Again, more.formalized!procedures
would be beneficial.
Point #3: We agree.
Plans
We agree with the innate wisdom contained in the overview.,
An update of the long range plan and a semantic review
of terminology would be beneficial - eg., adding,the
words "help to" to the obj'ective "maintain the social
acceptability of smoking". (Point #1)'.
Onithe other hand, the looseness of the accountability
function allows the assignment of any appropriate person
available at that point in time,, since as noted earlier,
the staff is such aismall and closeknit group.
On Points #2' and #3': We agree..
7 - 1 Programs
We applaud the insight revealed in this section and agree
with the direction suggested.
On Point #2, 7'-1!-A, we think no more than two representatives
of the tobacco industry should comprise the media team.
(Minor point admittedly, andlmay be more a matter of style.)'
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8'~ - ]'. Budget
Although the Communications group has a defined operating
bud'get to fundl planned activities, historically, supplemental
funds can be obtained to support attractive opportunities
or rebuff detractors.
We suspect that the unearmarked $78'0,00D is a contingency
reserve for this purpose.
At any rate, if the Planning Process d'utline.in~5'-1-A
is followed,, the construct of the budget will become clear
,j ~ r,
to all and individual budget items understable and controllable.
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9 - l Information Resources
We agree with the overview and the point that a knowledgable
staff professional shou.ldievaluate information upon receipt.
We should also encourage the CTR information be reviewed
andiput into some recognizable, usable form for retrieval,
understanding and media story use.
10' - 1 Products
Point #1:. Speakers.Prograln. We agree.that this is one of
our strongest proactive efforts to influence
opinion~. We agree that this effort should be!
expanded.
Point #2: Advertising., We agree..
Point #3: Publications. The publication unit is doing,a
commendable job, but we believe that the
evaluation regardling their non-contemporary
look and copy is subjective. A look to
properly staffing that unit might be w,arranted.
(4-1-B).
Point #4:: News Communications. We agree with the evaluation~
but question why Burson-h"Pairsteller isn "t addressing
this shortfall.
Point #5: F'ilms., We agree.
11 - Measurement of Results
We agree with the overview but wouldadd~ that results
of various research is detailed to member companies
through their members on the communications committee.,
Not always are these results printed~, because some d'on'tt
lend themselves to other than an~oral presentation.
Point #1: On the need for ai"baseline public opinion study",
perhaps the ongoing Roper Study fills thiis need.
