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Burson s=Niarsteller One Gateway Center Twentieth Flbor Pittsburgh. Pennsylvania 15222.1433 412.471.9600 SMOKING BANS/ACCOMMODATION COMMUNICATIONS PROGRAM MARCH 4, 1994 GOAL: Help defeat smoking bans and promote accommodation as the reasonable alternative. OBJECTIVE I: Position smoking ban proponents as extremist and accommodation as part of the mainstream. Strateeies• • Use public on ip nion to illustrate that extremist and repressive regulation is unpopular, as are smoking bans. • Capitalize on the current backlash against "political correctness" by focusing discussion on the effects political correctness and extremism has had on government. • Accelerate and promote the Pleasure RevenPe trend. OBJECTIVE II: Demonstrate detrimental impact of smoking bans on business owners and position accommodation as the workable alternative. Strateaies• • Quantifiably demonstrate the negative economic impact of smoking bans. • Heighten the debate regarding the detrimental effects of government intrusiono including smoking bans. Identify accommodation and Accommodation Program success stories, and promote as the reasonable solution to smoking bans.

2 OBJECTIV': Directly attach I'S faulty science, demonstrating that it should not predicate policy. Strateaies• . • Publicize results of the EPA lawsuit. • Heighten awareness of TASSC and generate publicity for its work. • Develop creative approaches to criticize epidemeology, advancing position that faulty science should not dictate policy. Utilize Y&R exploratory language regarding ETS. STRATEGIC CONSIDERATIONS: • Create tools that can achieve overall objectives while also generating publicity to advance the goals of specific topics. • Where national stories are created, local angles will also be identified for the Regional Directors to capitalize upon. • Where Philip Morris is unable to serve as a sponsor, alliances need to be formed with third-parties to serve as sponsoring organizations for the efforts described below. EXECUTION: 1. Public Opinion • Consumer Opinion Surveys a. Conduct national poll to determine public opinion regarding smoking bans. Survey to question if smoking should be banned or be accommodated. b. Conduct national omnibus survey to determine if the public believes businesses should have the right to accommodate customers as they choose or if government should ban smoking. Questions to include opinion regarding restaurants, hotels, stadiums, airports and enclosed shopping malls so that results also can be publicized in trade publications. Consider consumer group to sponsor above surveys. However, survey should be pre- tested to gauge response before approaching a sponsoring organization. Or, identify

3 sponsoring c: ganizations within each venue, such as ISRAE for the restaurant venue: Possibly localize research for targeted state releases. Political Correctness/Extremism . Tolerance Survey A light, fun survey of what the public is and is not tolerant of, e.g. screaming children on airplanes vs. smoking areas in restaurants, being cut off in traffic vs. wearing seat belts. Publicity will help put into perspective the impossibility of regulating things that annoy us and the extremism of such actions, why people are tolerant or become zealots; and the trend toward social ostracization. Consider making a comparison with Europe through similar research. Possible spokesperson, Dr. Joyce Brothers. Possible survey sponsor, International Conflict Resolution Center. • Top 10 Intolerance Awards Create and publicize an award for the most absurd, hypocritical and/or intolerant people or organizations. Focus on those who profess to be politically correct, yet are truly the most intolerant, e.g. anti-abortion protesters that shoot doctors, the Marines--for not accepting homosexuals or married men, Hillary Clinton-for banning smoking in the White House, yet is funding healthcare reform through increased cigarette taxes. Identify potential sponsor such as Rolling Stone or Playboy magazine to bestow awards. • Diplomacy and Political Correctness Identify and publicize diplomatic situations where politically correct behavior intended to please has the opposite affect. For example, the decision to ban smoking in the White House and all government buildings at the expense of American diplomacy with visiting foreign dignitaries. Contact Andrew Whist to identify a diplomat to interview. Distribute via third-party international organization such as a wire story and VNR • Wire Service Photo Photograph employees smoking outside a building. Illustrate the absurdity of people being banned from indoors complicated by the fact that a new House bill will prohibit smoking at a building's entrance. Distribute via AP wire.

• Theatre of the Absurd Cartoon--Distribute a cartoon strip that pokes fun at political correctness, via MAT service. Focus attention on various issues as a whole with smoking woven in. Enlist editorial cartoonist to create and act as spokesperson for publicity efforts. Theatre--Commission an obscure theatre group to satirize the affects of political correctness on government and, thus, society. Final production could be placed on public radio via NPR, APR or other radio network distribution and publicized in target media. Explore opportunities with Mike Foley, Martha Cotton, and the New York group, Ten-to- One Productions • Symposium on Political Correctness Conduct symposium to discuss and publicize the political correctness trend and subsequent backlash of the 90s and its impact on society. Compare political, economic and social climates throughout history. Explore the dangers of PC to society. Identify sponsor. • Utilizing the Entertainment Industry Identify a stable of celebrities and comedians who take on political correctness such as Dennis Leary and Whoopi Goldberg. Review their material and package for other uses such as the media outreach program, etc. Consider using such comedians at PM-sponsored events such as the NRA show or NCSL. B-M Los Angeles will identify based on research already conducted for NSA Possibility exists for the Comedy Channel's "Politically Incorrect" panel discussion program to address the topic of smoking bans. 3. Pleasure Revenee • ARISE Research Capitalize on "pleasure revenge" trend by conducting similar research as ARISE did in Europe regarding the ways everyday pleasures contribute to the quality of life. Compare U.S. results to Europe. Consider state by-state comparisons similar to the country comparisons made in Europe. Identify additional U.S. group members for Matt Winoker. ~ N W t0 r CA ~ N (A

6 • Foreign Tourism Publicity Poll foreign travelers regarding the problems they have with U.S. Work with regional or national tourism bureaus and hospitality centers to conduct and promote results. Quote travelers saying they would think twice about coming back and business owners saying how much of an economic impact smoking bans have or would have. Consider distributing information to coincide with the World Cup Soccer Tour. Information could pave the way for the upcoming Olympic initiative. 5. Government Intrusion • Opinion Media -- social trend impact on legislation Conservative media - Target the conservative, "old school" opinion writers via media outreach Continue to feed story ideas on the topic of creeping prohibition. Research appropriate topics regarding alcohol, red meat, fatty foods, smoking, etiquette, unsafe sex, ozone depleators, furs, etc. Find ammunition to facilitate commentary by columnists, opinion leaders, and other pundits such as Pat Buchanan, Sidney Zion, Rush Limbaugh, Andy Rooney, etc. Liberal Media - Target the "new school," young, alternative media to address how the "new Puritanism" can lead to government intrusion. Investigate who has researched social trend issues, who is industry "guru?" Consider bringing this person in to discuss societal trends and their impact, e.g. nannyism, moral majority, thought police, environmentalism, etc. Develop backgrounder on social trends for pitch to reporters for Rolling Stone, Playboy, Mondo 2000, Village Voice, Utne Reader, etc. • "Slippery Slope" White Paper Commission a white paper that compares the historical impact government has had versus today. Include a prediction about the future impact of government. CATO possible sponsor - opportunity to piggyback book release in the fall, "America's #1 Growth Industry--Government." Hold symposium to contrast book contents with current Administration and use as a forum to publicize results. • Constituency Surveys Survey constituents of legislators who are introducing legislation to ban smoking to determine if smoking is truly one of their biggest concerns. Publicize results with the message: legislators are not truly working for the needs of the people they represent,

7 instead they a: .- wasting time sponsoring unnecessary smoking legislation. Look to list of state conservative groups developed by Derek Crawford for sponsoring organizations. Poll respondents to identify how many bills were actually introduced in Congress and/or their state in 1993. Publicize results in conjunction with results of above questions to establish an argument that legislators are spending time on.the wrong issues. • Research Absurdities Research absurdities within government relating to smoking issues and others, e.g. Davis, CA. To poke fun at "wacky legislation," publicize through the radio DJ joke wire, opinion leaders and freelance writers. Create a story (poll) on the "Top 10 Government Goofs" and distribute via above outlets, MAT feature service and possibly a VNR 6. Accommodation The following platforms will be utilized to address efforts to adopt accommodation policies in the following venues: restaurants, hotels/motels, bowling centers, public meeting facilities, shopping centers and airports. Publicity efforts will initially concentrate on the venue trade publications and eventually work into consumer and business media when appropriate. • Case Studies Continue to generate stories in trade and state association publications via case study success stories, new Accommodation Program participant announcements, program endorsements, or other successful alternatives to bans. Additional accommodation case studies also will be publicized, such as the results of M. Logue ventilation research and the Atlanta Super Dome story. • Spokespersons Utilize cadre of third-party spokespersons to pursue placement of by-lined articles, letters- to-the-editors, and op-eds on the merits of accommodation and The Accommodation Program. Create a mechanism for the universe of sources to respond to negative coverage. Conduct media training module with the ISRAE group to hone the messages for fighting smoking bans in the restaurant industry.

8 • Tradc Utilize trade :- orums to publicize mobilization and recruitment activity in opposition to current or u; ling smoking legislation (similar to Pennsylvania example). Also use forum to condui.:, :=riefing sessions with key trade, and eventually consumer media at both state and national association levels. Highlight KFS and Miller synergy, when and where appropriate. • Speaker's Bureau Publicity Generate coverage for the AP Speaker's Bureau to address the smoking issue in areas where legislation is threatened. Line up interviews among AP top-tier spokespersons with local media in areas fighting bans. • "Most Accommodating Places" Survey Survey consumers in target cities with the greatest number of Accommodation Program participants, to determine the "most accommodating places" in those areas. Conduct and publicize in areas facing possible legislation. Use results as a platform to discuss alternatives to smoking legislation. Conduct prior to vote on actual legislation. • Issues Bulletin Reprints Distribute printed version of video newsletter, being developed by The Accommodation Program, KFS, and Miller, to trade media and targeted consumer media. Content should heighten awareness about the issues facing PM and its colleagues in the hospitality industry, as well as the synergy among the sister companies: ####