Tobacco Documents Online

META 15TH MEETING DUBAI

CONTENTS ` MEDIA STRATEGY " BEYOND MEDIA PLACEMENTS: A DISCUS!SION N O'X'E: ALL CI-IARTS' PRESENTED DURINC'r''T`I-IE 20i11.0 MEETING ARE IN TH'E 10 OCTOBER. MANAGEMENT SUMMARY REPORT

MEDIA STRATEGY BEYOND THE MEDIA PLACEMENTS A DISCUSSION " PRINCIPLES " OBJECTIVF;S PROGRAMME/OPTIONS ' CONCLUSIONS

PRINCIPLES * DRAW ON META COMPANIiES' EXPERIENC 'r ' GET META COMPANIES' APPROVAL FOR ONE OR MORE OF THE PROPOSED OPTIONS GET META COMPANIES' ASSISTANCE IN THE IMPLEMENTATION OF 'I`I-IE' SELECTED OPTION (S)

OBJECTIVES * COUNTER ADVERSE PUBLICITY GENERATE MEDIA INTEREST IN rNDUSTRY AFF.A,IRS/ QUALITY CONTROL y PROVIDE ACCURATE FACTS AND FIGURES. PROVIDE EXPERT REFEREES TO CHECK AD'VERSE CLAIIMS ~` INCREASE MEDIA AWARENESS OF'TH E'OTHER SIDE OF' 'i'HE STORY' ' CREATE A"I`HINK AGAIN' MENTALITY AMONGST THE READERS

PROGRAMME/OPTIONS EXPER'I'S'ADDRESS MEDIA M AP,413.1VRrTERS AS 'VOICES OF REASON'' ~ INDUST.RY PLANT VISITS

EXPERTS ADDRESS MEDIA ADVANTAGES: ~ FAMILIAicITY OF HEALTH AND ENVIRONMENTAL ISSUFS * E,XPERTS ADD AUTHOR'I'I'Y AND CREDIBI'L1iTY * PROVIDE FIRST HAND INFORMATION, FACTS,. CORRE CION!S * ARAB MEDIA SEETHAT'ANTI-ARGUMENTS CAN BE QUESTIONED * EXPE TS CAN ALSO LEARN FROM THE MIDDLE' EAST EXPERIENICE DrSADVA:NTAGES:. " UNFArvIiILIARITY WITH THE AREA,IVIA'Y' ADOPT 'V4'ESTERN!' VOICE * SOCIO-POLITYCAL MINEFIELD: WILL THEY TREAD CAREFULLY ? *' MEDIA LACK SC.7PHI'STICATION, MAY NOT SEE THE ARGUMENTS * INDUSTRY IS LOBBYING BY BRINiGI'N!G EXPERTS TO: SPEAK IN THIS WAY * COSTLY TO ARRANGE

ARAB WRITERS AS'VOICES OF REASON' ADVANTAGES: ~` FA1wIILIARITY AND LANG UAG'E ~` KNOW THIR READERSHIP, TONE-OF-VOICE " pUBLIC' I'DENTIFIES' WITH FAVOURITE OPINIONS ~ INDEPENDENT-MINDED APPROACH, THIRD-PARTY ENDORSEMENT "' WILL NOT LOOK LIKE LOBBYING AS LONG AS ARTICLES ARE WELL SPACED: OUTSPOKEN OPINIONS ARE COMMON y' HIGHLY COST-EFFECTIVE AN D INFORMATIVE DISADVANTAGES: WIiLL NEED TO BE CAREFULLY BRIEFED AND CLOSELY REGULATED BEFORE PUBLICATI'ONI 'BE.1NG OUTSPOKEN, CAN CREATE MORE CONTROVERSY THAN S'TRAIGHTFORWARD RELEASES

INDUSTRY PLANT' VISITS ADVANTAGES: " RAISE AWARENES OF INDUSTRY STANDARDS, QUALITY CONTROL : : * COU'N'I'ER"'DUMPIN'G' CLAIMS'. " OPPORTUNITY FOR 'ONE-TD-ONE' TALRS Wr'TH FACTORY ExPERTS AND INDUSTRY SPOKESMEN =~ LEARN HOW WESTERN 1'wiEDIA DEBATE THE ISSUES,, AIRINO BOTH SIDES' ARGUMENTS DISADVA.NT..'AGE'S': * LACK OF SPECIALIST JOURNALISTS TO MAKE VISTT'S * LACK OF TOBACCO ExPERTISE IN TH E REGION TO HELP' ACI-.II.EVE GOOD FOLLOW-UP * VISITS WILL BE COSTLY

CONCLUSION * EXPERT VISITS - MARKET MA: .Y NOT BE' READY YET ' ARABWR:IrI'ERS - AVAILABLE NOW, TOE-IlN-'I'HE,WATER APPROAC.H PLANT VISIT - TEST RUN WITH CAREFULLY SEI:ECTED~ PARTY