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Philip Morris

Revised Plan for the Public Launching of Tassc (Through 930000)

Date: 15 Oct 1993
Length: 12 pages
2045930493-2045930504
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Type
REPT, REPORT, OTHER
BUDG, BUDGET, BUDGET REVIEW
Area
COOPER,DAVID/CAPPI ALVERSON
Attachment
2045930491/2045930504
Site
N636
Request
Stmn/R1-009
Named Organization
Apco Associates
Speakers Bureau
Tassc Public Information Bureau
Tassc Science Board
Tassc, the Advancement of Sound Science Coalition
Named Person
Boltz, J.
Carruthers, G.
Han, V.
Lenzi, J.
Walls, T.
Document File
2045930248/2045930506/Apco
Litigation
Stmn/Produced
Author (Organization)
Apco Associates
Master ID
2045930491/0504

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MARG, MARGINALIA
Date Loaded
05 Jun 1998
UCSF Legacy ID
aly03e00

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Page 1: aly03e00
sq/15/9? 11:54 v Ztip4 REVISED PI AN FOR THE PUBLIC LAUNCIIING OF TASSC (THROUGH 1993) Prepared by APCO Associates October 15, 1993
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10/15/93 11:54 REVISED MEDIA PLAN LAUhtCNNG OF TASSC AND THE TASSC PUBLIC INFORMATION BUREAU The followisg plan is written with guidance from our October 7th me,eting with Vic Han and rack Len.zi, which helped oulJine budget constraints and identified specir'tc needs not previously discussed, We believe this revised program will provide TASSC an opportunity to become a publicly known, respecte~d and highly visible organization within the next few moztths. The following is an integrated program that combines a strategic, comprehensive media relations progia•n with a crisis management or crisis prevention component. GOALS AND OBTECTIVF.S 'hhe overall goals of the media plan are to: (i) raise the awareness level of the use of unsound sciertce in public policy dec.isionn making among target audiences; (ii) educate publics on the impact of this issue; and (iii) lay the groundwork and provide an Pnvit omnent for a successful grassroots rno'o'~~ation effort to assist Philip Morris with its issues nationally and in target states. The objectives of the media plan are to: o o o Establish TASSC as a credible source for reporters when questioning the validity of scientific studies. Fncourage the public to question -- from the grassroots up -- the validity of scientific studies. Mobilize support for TASSC through alliances with other organizations and thu.rd-party allies. Develop materi4s, including news article reprints, that can be "n'ierchandi7ed" to TASSC audiences. Tncrease fren-ibership in and funding of TASSC. Publicize and refm.e TASSC messages on an ongoing basis. O ~ a nn5
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10i15i93 11:55 V -2- STRATEGY The overall strategy of the proposed 1993 media plan is to< (i) build upon co'ai'tion work done to date and establish visibi1ity and credibility through media placement and medi.a attention; and, (ii) position TASSC to assist Philip Morris in its targeted state and national efforts. The TASSC Lauucit includes a two-tiered effort. Fzrst., we have agreed that a decen`u;~ed launch (outside the large markets of Washington, D.C. and New York) wiU be most helpful in laying the gsoundwork for success in the future. We will seek input from Tina Walls and the Regional Directors to detYmine the target states and markets to launch the TASSC media tour. Ti?e seooud effort is to conduct a€axgeted national media campaign to obta.i n news stories in nationa.l publications, with select national reporters and se?ecte4 cable ou.t?ets. We willl begin national media pLaceYatent efforts in 1993 as pat°t of the launch, but our expectation is that we will key in on only one or two national reporters and outlets, Our main focus will be on a decentralized launch &-td the development of a Public Information Burea.u. However, we believe that the efforts of late 1993 will lead to more intensive coverage in 1994, at which time the national media placement activities will be much more intensive. This approach was chosen to; o AILn'mize t'ecn!tonent efforts. Stresses that TASSC is aa g,.-assroot3 effort that will fight unsound science on b_oLh the locall and national levels. A~,atd cyrieal reporters from major ntedtx. Less reviewing/ challenging of TASSC messages; increases likelihood of pick-up by media. Limit patettfial for counterattack. The likely opponents of TASSC tend to coucenti-ate their efforts in the top markets while skifaping the secondary markets. Our approach sends TASSC's messages irs7tialiy into these. more mVtive markets -- and e14a2~,:3es t+.l.t° to s.ful-ld upon early successes.
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1qi15~~ Z 11:55 V Z l) Q7 -3- rlllowfor a wttotattl edordtruztJrag effort. Pu.blici7e, in each market, a national 800 number, the supporters of TASSC and the exisbentie of the TASSC Public Zn.formatson Bureau. Our local memges will coincide with the national messages of the program. 'a'he timetable for this program is condensed, We plan to begin the media tour the week of November 8th and expect to visit all cities onn the medi,L tour by the end of the week of November 15th. The purpose of this condensed timeline is to ensure that TASSC's mussages saturate the target markets. After the sueewssfsl launching of TASSC, we will be in a strong pos;tion to extend the reach of our message by expanding into the top media markets of the country, In each target market, we will create "beachh,e.ads" of awareness to: o F-stabl:s1h bases of support in media, business, industry and the scientific community. o Build momentum for the organization to create a large, broad- based coalition. Leverage regional eff4t'ts into national coverage by utilizing grassroots techtti:ques. "Mereha.riciize" articles and prepared materials for ffiture uses. As you know, we have tested TASSC themes through quantitative survey research in order to see that our messages will be understood and well received. To ensttre that our messages are reaching the targeted groups, we willl conduct an ongoing evaluation of both the qu• it.y and reach of each message. TARGETiNG hLARICETS APCO and TASSC have ident.ifi.edd the initial group of markets to approachh for the launch based on the following criteria: ~ C ~ o Philip Morris target states for activity in 1.994. CS~ ~ © ~ CG C~
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10%15" £?3 11:56 %Y -4- o Overall need to inform the market of the problems with unsound science. 0 C.redible local TASSC memers available for participation (:rucia.i to deveioping iocai angles that will interest locat media). Industry (potential members) in the region. Evidence of impaet on region from unsound science. Scientific bases in the region. 0 National, relevant spokespeople/interested parti.es basedd in the area. o Size of market. The media plan also would encompass relevant neecis as discussed with Philip Morris Europe and Latin America. Both PM Furope and PM 7 atin America have Fndicated an interest in TASSC providing aa briefing to select international reporters based in Washington. Media briefings for PM Europe and Latin America would not be a part of this budget, but would involve modest funding from their resources and, we believe, would add credibility to our efforts. DEVELOPNIIENT APCO will develop two major public relations kits for the TASSC iaunch: (i) a~eneral media idt to be used in media tours throughout the countxy; and (ii,) a TAsSC Member Empowermen€ Kit to serve as a turnkey tool for members to use in their own commusiities. 'i'hese kits, described belocv, w;,il help ensure message discipline. (i) F-lPments in the general media kit will include: Issue-by-issue fact sheets, including examples of unsound science; ~ o "Bad scieQce" anecdotal example fact sheet, O ~ CD ~ ~ ~ CD
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1tl!75/43 11:56 'n Q1t)0;3 -5- o One page fact she.ef on TASSC; o :'isual explanation that ill.ust.rates the impact of unsound science; o TASSC rolodex card; o Garmy Camuthers biogxaphy and letter of invitation to join TASSC's cause; and o Other recruitment materials. (ii) In addition to the above elements, the TASSC Member Empowerment ~it also will include: o Backgrounder on TASSC with key messages; o Internal "questions and answers" document; and o Suggested copy for op-ed letters, Finally, APCO wiU develop a TASSC "crisis management" or "crisis prevention" handbook and t.ra.istL-Ig tools for distribution to TASSC leaders and spok.espe.opie. This guidebook will be a user-friendly tool for avoiding pitfalls and responding to questions and unexpected situations. The guide also will discuss how the organization should prepare itself for crises or unexpected action, MEDYA TRAINING APCO will identify appropriate TASSC scientistslspolcespeople to participate in the launch. Media training wilW be provided to each sYokespefson by appropriate members of APCO's staff. Mediaa training will include media guidance and tutelage viaa phone calls and face-to-face meetings. 4A r.nore, extensive guidebook to worldng with the media a.lso could be developed. The guidebook would be designated to assist TASSC spokespeople ,witb medl-1 ~ interviews in the future, perhaps when an opportuniry arises after the initial rueciia tour,
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10/15i0 3 11:57 -6- Given the number of inter6bws that GQvernor Carruthers will likely conduct, we recommend that he undergo an intensive one-day media training. This training wi.l.i, be one time only. We are confident that Governor Carruithers w' i`ind gt bigluy suseful, especially since we know that in 1994 he wii.ll have to tackle potentiaIly more difficult interviews in the larger markets with more national exposure (i.e., Washington, New York and Los Angeles). NEEDIA TOUR AFCO will ar~ge on-the-ground visits with at least three to four reporters in each city. These interviews, using TASSC's trained spokespeople, third-part-y allies (e, g. , authors of books on unsound science), members of the TASSC Science Board, andlor Governor Carruthers will be scheduled for a one to two day media tour in each city. eporters wils be approache.d based on the foIlowing criteria: R I o reporter's abil.ity to file a story that includes TASSC's key messages; and o repw,°r's/prog€am's share of audience. Venues will include: o talk radio; 0 feature st.ories in daily newspapers; o television talk shows; and 0 editorial board briefings.
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1.p/151/93 11,57 U Zqll -7- NATIONAL NMOIA RELATIONS APCO will begin to develop a national media campaign built on the support and success of our lrcal efforts. Venues will include cable programs, columnists, selected science and trade publications and other relevafat outlets, On a parallel track, A_PC0 vai3.:l work with John Boltz to use his nationa3l media contacts. We understand that John Boltz is contracted for work with Philip .Morris under a separate a.rrangement and that his fees are not budgeted in this plan. NIALN'TANCE AND ONGOING 1VLMIA ACTIVITIES Corresponding to the launching of TASSC, APCO re.cdmrnends the creation of a T ASSC Public atafbrwatron Bureau that will maintain the momentum established during the roll-out. The Bureau should be in place by the #irne the medina campaign begins in November 1993. The primary objectives of the TASSC Public Info.rmation Bureau are to: (i) maximize coverage of the f."'oalition after the launch; {u~ disseminate key messages of the Coalition; and (iii) ma.xiznize the use of TASSC and its members in Philip Morris' issues in targeted states. Crur local and regional media efforts will be supplemented with a roll- out of nationally issued press releases. APCO will write and produce all ma}e.u-J's and work with names and information provided to us by John Boltz. ?'ASSC's Public Information Bureau will release press announcements, news alerts and serve as the "on oall" headquarters for coordinating TASSC public ;Afrormation activities. The Bureau's activities will ixiclutle; Brie~..no con,munications directors of the most pertinent associations in Washington on fielding press calls on TASSC. o Coordinating with organizations that have tangentiall goals to 'pASSC, such as Accuracy in the Media and The Science and Environmental Policy Project (includes outreach to the existing database oi potential TASSC allies developed this surnrner).
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1t1!15;93 11;58 %T -8- 0 Publishing and distributing a monthly update report for all TASSC" members, which will quantify media impressions made the prior month and discuss new examples of unsound science. o Monitoring the trade press (e.g., public interest group newsletters and acdaities) and informing TASSC ineznbers of any upcoming studies and relevant news. 0 Arranging media tours. Issuing news releases on a regular basis to news wire services, members, allies and targeted reporters. 0 Acting as a cleari.aghouse for speaking requests of TASSC scientists or other members and maintaining a Speakers Bureau to provide speakers for allies and interested groufss. Dra.1ftin g "boilerpsate" speeches, press releases and op-eds to be used by TASSC field representatives. I °laei,rag artiileslop-eds i.nn trade publications to sene as a member wcr-aitment tool in targeted industries, such as the agriculture, chemical, food additive and biotechnology fields. o Monitoring the field and ser`ring as a management central command for any crises that occur. Developing visual elements that help expLaw some of the issues behind unsound science. EVALUATION We wil.l evaluate these efforts on both a quantity and quality basis. In this regard, we have several measuring devices to quantify the success of the TASSG launch and plan, including the number of reporters the media progr-a.ni reaches, the number of articles and stories that run as a result of the plan, the number of calls made to TASSC, and the number of new members that join TASSC after the launch.
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io!y5 :n3 ii;5$ V -4- 'VV*e also have selected activities which we believe can be leveraged in tefms of the PI~Iip Morris agendaa and planned state initiatives during the comLn~ year. ~'~~~ as a whole, these activities should provide t~vexa~.l credibility for TASSC and put on rw.ord a large number of potential third- partty allies for Phlip Morris' efforts. Z 013

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