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PHILIP MORRIS INTERNATIONAL Public Relations Proposal Burson-Marsteller 5 October, 1988'

- 1 - THE SITUATION: o~ The efforts of anti-smoking groups in Europe to encourage bans on smoking and restrictions on the marketing of cigarettes are increasing. Of immediate concern is the trend for European airlines to experiment withismoking bans on shortflights, o Existing scienti~fic evidence on Environmental Tobacco Smoke (ETS) fails' to justify imposingismoking bans on the basis of public health concerns, and the literature on indoor aiir quality clearly indicates that ETS is a minor element in indoor air quality problems,, particularly inlairplanes. o Covington & Burling has been active in identifying scientists and other experts iniWestern Europe who can speak and write knowledgeably about ET5' and indoor air quality issues. There has not been, however, an organizedleffort to mobilize some of the efforts of these experts toldevelop a broad!understandi~ng among opinion leaders and!policymakers about the ETS and indoor a'ir quality issues.

.i ' - 2 - THE I!1EED : o Public relations efforts must be mounted to articulate "'the other side"' of the ET,S issues in order to givee dec.ision-makers i'n governments and in business soundly based reasons to resist efforts to ban smoking,.. o Subject tolfurtther research, maj'or messages of' the public relations program will be: - Existing scientific studies in no way justify banning smoking,on the bas.is of presumed ETS' hazards to non-smokers. - Smokers represent an important societal group (and, for many businesses, an important customer g,roup). Efforts to restrict their rights and to reduce their comfort will not be well received and will create both problems and costs for a.wide number off merchants.. - Tndoor'air qualilty is a widespread problem which can and must be addressed by ventilation improvements. The existence of lingering cigarette smoke in a room~ may be a symptomiof an:indoor air quality probl!em. The solution i~s not to ban smoking (particularly silnce ETS has not beenishown to be a health haza.rd), but to improve ventilation so that all indoor pollutants are removed. ~ To the extent that ETS is an issue at all, it is an i nN ~G~ ~ ~ ssue of smoker and non-smoker comfo . Individuall merchants, employers, building owners, etc. -- and' not government -- should make their own decisions how to best accomodate th~e needs of' both their smoking and non-smoking customers and employees..

ATION,AL INSTITID'IM FOR RATIONAL RISIC' POLICIES Objectives: The Institute''s objective will be to promote rational discussion of how societies can best set policy priorities andi design policy initiatives to manage the endless variety of' risks inherent in the moderm world. A great deal of science exists and continues to emerge on risk issues, risk measurement, risk assessments and risk management, but much of this science is either unavailable or imcomprehensible to the media and goverment decision-makers, or it is vastly distorted by the: emotionality of risk issues when they are: defined by proponents of special causes and'concerns.. The Institute will attempt to~ gather science on key subjects such as environmental health risks, indoor air quality,, additives and residues in food, etc, and communicate scientific evidence in a framework which is conductive to rational decision making. Activities of the Institute willl include sponsorship of seminars andi conferences, issuance of publications, monographs and backgrounders, and the hosting of meetings and forums where scientists, policy makers, and when appropriate, the media, can meet to explore the rational use of science in policy-making onirisk issues.. Structure: The Institute will be governed by a Director General, and will have! a, Board of Scientific Advisors consisting of scientists, toxicologists, social scientists, engineers and academics. The Director General, in consultation with the Board of Scientific Advisors, will determine:the subject and programmes of the Institute. An initial programme will focus on the environmental and health issue of indoor air quality.

THE PUBLIC'RELATIONS STRATEGY: o: The overarching strategy will be to take existing iinformation and experts and use themlin an active way so that opinion leaders and!decision-makers will begin to hear the messages. This wi1L be accomplished through several means: A media relations effort (articles, interviews,, distribution of materials to j'ournaliists, columnists, etc. ) A speakers' bureau effort (actively seeking opportunities to make presentations to scientific and industry forums) A coalition-buildingleffort (seeking allies and' supporters both1within the tobacco industry -- manufacturing, wholesaling, retailing, marketing,, etc.-- and'outside the industry -- restaurants, bars and cafes, employer groups, unions, hotels,, etc.). o The sponsor of most of the communications efforts will be the International Institute for Social Policy Analysis, which will be established by Coving!ton & Burling. IISPA will be a source of broadly ranging information about ailr quality and'soci~al policy issues as they relate to smoking. In addition, some communications efforts will be conducted directly under the name of Philip Morris (eg. a response to a specific anti-smoking article or speech). o As for target audiences,, the program wi'11, in its first year, aim at five prinici~pal groups: - The airline and transportation sectors (transportation companies and relevant regulators)'. - The travel and leisure sectors (hotels, restaurants, bars, etc.) Employers and employer groups Building owners and regulators of'building standards (ie. those responsible for indoor air quali'ty). The media

In ad~ditio.n, some efforts will be addressed!to consumers: and to smokers, although these will not be the primary audiences for the first year of the program. The geographic scope of the effort will coi~ncide with the EEC and EEMA regions. Major emphasis will be placedl on the scientific and trade press that serve the tairget audiences and on the national and international wire services tFa-t reach opinion leaders in the markets of both, regions. The ulitimate structure of the program must reflect the individual market situations and needs. In each.country the public relations efforts will support the key priorities of PM and, where diesirablie, publ!ic relatimms resources will be deployed to support on-goingiefforts suchlas issue advertising or smokers' clubs. o The program will be~started as a PM effort with an eye to generating e,nthusi~asm and support from other companies and fr=NMp,'s through a recordi of success. In the long run, we hope the efforts will be supported financially in eaich market by th~e industry, but in the short run (eg. th~e fi~rst year), the primary thrust will be to generate results which can then be used tolget a "buy in" from other companies. o Attitudinal research must be an integral part of the progiram so that m ssag~es are well designed and~so that the basic arguments and facts are presented inith!eir most effective manner. Ultimately, we must recognize that there is strong emotionalism in the opponent's message and that science and rationality will not necessarily prevail. our message must have its emotional elements -- eg. individual rights, fairness, reasonableness, keeping government out of private industry, etc. Determining which message elements will be most successful in which countries will require research efforts.

THE STRATEGIC STRUCTURE OF THE PROGRAM Consultant Projects Covington &:BurLing, Research- PH'ILIP MORRSS' CqRPO'RATEIAFFAIRS Libertarians Public Policy Allies Covington & Burliing, z Scientific Press Burson-Marsteller International Institute for Sociali Policy Analysis Trade Press General Press T A R G' E' T A tJ' D I E hT C E S'.

- 6 - TI+,CTICS:. Materials Development: A wide range of "reader-friend'1y"' materials will be created!. Many of these will be general in nature while otMers will have to be specifically tailored to target audiences, ie. airlines, restaurants, public health officials, etc.. Materials will include: - Backgrounders ("White Papers") - Articles for by-lines by scientific experts - Letters to the Edlitor - Fact sheets - Graphs, charts, and other visual materials - Speeches with slide and!video support - Brochures for coalitionrbuiliding Survey Research: Existing opinion data are currently being collect~ec'and analyzed by PMI. If necessary, new polling data will be generate.d. There are several needs for this material: Measurement: The purpose of this program is to change attitudes. Polls will give us the opportunity to gauge our success. Support for Messages: Certain of our key messages hinge on the notion of what is acceptable or not acceptable to both smokers and non-smokers. We need po11 data toisupport those assertions. -News: Some of the po11 data may also be used to help generate news coverage (ie. X%' of the German public opppose bans on smoking in_airlines and buses and'Y% of German smokers say they would avoid flying on, an airline that did not allow them, to smoke).

- 7 - News Bureau: Burso.n-Marsteller will establish a"news ureau~ using its offices and affiliates in the EEC and EEMA regions (see Appendix A). The headquarters of the newsbureau effort will be in Burson-Marteliler/London. The News Bureau will: Actively identify opportunities for coverage in the scientific, trade and general media - When appropriate, train spokespeoplie in the effective handling,of media interviews - Idlentify and cultivate journalists who are favorable tolthe message Reshape stories generated in one market so as too get coverage in others Develop and implement media strategies f'or the international wire services Develop media sttateg,ies for individual markets iniconcert with local PMI or industry officials Ma;kimize the publicity of events such as conferenices, key government decisions, new studies, etc. Speakers'' Bureau: Working closely with Covington & Buir iing,, P'MI, PM offices, and others in the i~ndustry,. Bu!rson-Marsteller will actively seek opportunities for spokespeople to make presentations at key trade meetings and conferences. This will involve: - Research on up-coming meetings which involve target audiences -~ Conta~cti~ngi meeting, organizers and! booking speakers - Developing;presentations and'traini~ng speakers - Assuring publicity follow-up to speeches.

Coalition-Building: Working closely with Covington & Bur ing, PMI, PM offices, and! others in the industry, B'urson-Marsteller will assist in identifying groups and professional associations whi~ch will support some of our basic messages, ie. Indoor air quality is a probLem, which should be addressed through ventilation improvements. Merchants and not government should make the diecisi~on as to how to accomodate the needs of both smokers and non-smokers - Smokers as a group should not be discrimi~natedd against and will not choose to do business with those companies that fail to meet their needs. While we would not expect to create any formal coalitions, this effort will allow us to identify allies who can then be armed with: materiaLs andimessages to take to their own constituencies and to take to: the media under their own naane..