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I I II I ] ] I I I I CONTENTS MEDIA STRATEGY B YOND MEDIA: PLACEMENTS: A. DISCUSSION NOTE: ALL CHARTS PRESENTED DURING THE 2'0J10. MEETING ARE' IN THE 10 OCTOBER * twIANAGEwIENT'SU1wIMIARY REPORT

1 1 MEDIA STRATEGY 1 1 BEYOND TH E MEDIA PLACEMENTS ~ A DISCUSSION _.: 7 I ] I I I ] I j X' PRINCIIPLES ` OBJECTIVES " PROGRAMME/OPTIONS ~ CONCLUSIONS I

I 1PRINCIPLES I I*DRAW ON META COIVIPANIES'' EXPERI'ENCE' ~'GET META COMPA:NIES' APPROVAL FOR ONE OR 1 MORE' OF THE PROPOSED OPTIONS I" GET META COMPANIES' ASSISTANCE IN TH'iE' I I 1 l 7 ] I IMPLEMENTATION OF THE SELECTED OPTION (S) i

1 ~ OBJECTIVES 7 1 * COUNTER ADVERSE PUBLICITY ] I 1 ] ] ] I I I I GENERATE MEDIA INTEREST' IN INDUSTRY AFFAIRS/ QUALITY CONTROL PROVIDE A:CCURA:TE FACTS AND FIGURES " PROVIDE EXPERT REFEREES TO CHECK ADVERS E CLAI'MS. ~` INCREASE MEDIA AWARENESS OF'THE 'OTHER SIDE OF THE STORY' " CREATE A'TH'INK AGA:IN' M'ENTALITY AMONGST THE READERS. I

PROGRAMME/OPTIONS • EXPERTS ADDRESS 11!IEDIA. • ARA,B. WRITERS AS''VOI'CES' OF REAS.ON' * INDUSTRY PLANT VISITS I ]

i ~ EXPERTS ADDRESS MEDIA I I ADVANTAGES: FAMILIARITY OF HEALTH AND ENVIRONMENTAL ' ISSUES I * EXPERTS ADD A:U'THORI'TY AND CREDIBILITY I II PROV'IDE FIRST H!AND INFORMATION, FACTS, CORRECTIONS. * ARAB MEDIA SEE THAT ANTI-ARGUMENTS CAN BE ~ QUESTIONED -~ "EXPERTS CAN ALSO L'EARN FROM THE MIDDLE , EAST EXPERIENCE I l DISADVANTAGES: ~ UNFAMILIARITY WITH THE AREA, MAY ADOPT ~ 'WESTERN" VOICE II I i I " SOCIO-POLITICAL MINEFIELD: WILL THEY TREAD CAREFULLY ? ' MEDIA LACK SOPHISTICATION, MAY NOT SEE THE ARGUMENTS, '~ INDUSTRY IS LOBBYING BY BRINGING EXPERT& TO SPEAK IN THIS WAY ~' ~ COSTLY TO ARRANGE

I ~ ARAB: WRITERS AS 'VOICES ~ OFREASON I j A D VANTAGE'S : ~ * FAMI LIA:RITY AND LANGUAGE l * KNOW THEIR READERSHIP, TONE'-OF-VOICE' , 'PUBLIiC IDENTIFIES WITH FAVOURITE OPINIONS ~ : ` INDEPENDENT-MINDED APPROACH, THIRD=PA:RTY ENDORSEMENT ~ Y WILL NOT LOOK LIKE LOBBYING AS LONG AS ARTICLES ARE WELL SPACED: OUTSPOKEN OPINIONS ARE ~ COMMON -, ~ HIGHLY COST-EFFECTIVE AND INFORMATIVE ~ DISA.DVA:NTA.GES: ~* WILL NiEED~ TO BE CAREFULLY BRIEFED AND CLOS ELY ~ REGULA.TED BEFORE PUBLICAZI'ION * BEING OUTSPOKEN, CAN CREATE MORE ~ CONTROVERSY THAN STRAIGHTFORWARD1 RELEASES

INDUSTRY PLANT VISITS I _l _J ADVANTAGES: .~ J*' RAISE AWARENESS OF INDUSTRY STANDARDSy QUALITY CONTROL " COUNTER 'DUIvI'PI NG' CLAIIvIS. ' " OPPORTUNITY FOR 'ONE-TO:ONE'' TALKS WITH 1 FACTORY EXPERTS AND INDUSTRY SPOKESMEN X LEARN HOW WESTERN MEDIA DEBATE THE ISSUES', ~I AIRING BOTH SIDES' ARGUMENTS ]I DISADVANTAGES: LACK OF SPECIALIST JOURI'1ALIS'IT'S1 TO MAKE VISIrT'S " LACK OF TOBACCO EXPERTISE IN THE REGION TO ~ HELP ACHIEVE GOOD FOLLOW-UP VISITS WILL BE COSTLY ii

~ ~ CONCLUSION 1 1 1 I I I I II I I 1 I ! 1 * EXPERT VISITS'~ - MARKET MAY NOT BE READY YET ARAB WRITERS' - AVA:ILABLE NOW, TOE-IN-TI+IE-WAT ER APPROACH PLANT VISIT - TEST RUN WITI4 CAREFULLY SELECTED PARTY 11