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ETS MANUAL - CONTENTS 1. PREFACE 2. COMMUNICATIONS PRINCIPLES 3. ETS KEY MESSAGES 4. QUESTIONS AND ANSWERS 5. ENVIRONMENTAL TOBACCO SMOKE - AN OVERVIEW ~ 6. CLAIMS ABOUT SPECIFIC DISEASES ' Lung Cancer Heart Disease Adult Respiratory Disease Respiratory Disorders in Children SIDS 7. US EPA REPORT ON ETS 8. EPIDEMIOLOGY 9. ETS IN PERSPECTIVE 10. RISK PERSPECTIVES 11. INDOOR AIR QUALITY 12. QUOTABLE QUOTES 13. MEDIA ARTICLES 14. ECONOMIC IMPACT 15. ACCOMMODATION 16. DISKETTES MAC/PC ETS Manual Contents Page

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ENVIRONMENTAL TOBACCO SMOKE PREFACE During the past several years, discrimination against smokers has increased substantially in many countries. Various special interest groups, public health officials and scientists claim that other people's tobacco smoke -- technically known as environmental tobacco smoke or ETS -- causes disease in nonsmokers. Public concern about indoor air quality has also increased during the past several years. In an effort to take advantage of this concern, anti-smoking groups have called for the banning of tobacco smoking in public places and the workplace. They claim that this one action would provide an effective solution • to indoor air quality problems. ' These health and indoor air quality concerns have given rise to a number of widely held misconceptions about ETS that have helped transform ETS into a complicated, controversial issue. In addition, the issue has become highly politicized. One of the hallmarks of this emotionally charged debate is the public's uncritical acceptance of adverse claims concerning ETS. Articles appearing in the popular press during the past 10 years generally convey the impression that there is little doubt about the purported health implications of ETS. As the data accumulate, however, it becomes increasingly clear that the claims most often made about ETS have little basis in fact or science. jo Environmental Tobacco Smoke - Preface March, 96 Page 1

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ETS COMMUNICATIONS PRINCIPLES INTRODUCTORY NOTE ~Yes, we have something to say. Tl"ie resufts of scientift studies, whether statisticaCy signzficant or not, reporting no risk or a minimaCriskseCdom get news coverage, let aCone 6ecome the su6ject of CegisCative measures. ETS, however, doesget Cots of media coverage andpreoccupies pu6Cc opinion. On the one hand, this gives us the feeCing of 6eing singCed out with the sole purpose of putting pressure on smokers and the to6acco industry. On the otherhand, we have the science on ourside, despite the fact that study resuCts are often sefectiveCy reported.d Consequently, we shou~d not 6e defensive a6out E~I'S: Instead, we shouCd Cook for opportunities to inform and educate important audences a6out the reaCE2'S story -- a6out relative risks, the limitations of epidemioCogy, and the deficiencies of studies that have 6een used to indict ETS. There is a6undant information from North.America, Europe andAsia to support our positions. These materials shoufd 6e made as pu6Cac as possi6le. Our aim is to ensure that Cegislators, alries, the media and the wider pu6C'c understand ~ • that the ETS issue needs to 6e put in perspective • the limitations of the science concerning E2'S • what relative risk,is alra6out T1~iis 6inderprovides you with 6asic materia(s on the issue. Vse them. ETS Cornmunications Principles March, 96 page 1

MEDIA INTERVIEWS KEY RULES Remember a media interview is an opportunity for you to deliver your message to many. Be positive by being prepared. Avoid discussing subjects you are not thoroughly familiar with - refer to a specialist for detailed information. BEFORE THE INTERVIEW BEGINS Always prepare for the interview. Never conduct an "impromptu" interview. Know what you want to say before the interview begins. Become the interviewer before you become the interviewee. Find out as • much as possible why the journalist wants to interview you. Prepare for the toughest questions - and know how you will respond. DURING THE INTERVIEW Use simple language. Short sentences. Jargon free. Avoid speculation. Repeat your key points - repeat your key points - repeat your key points (It works). Make a few points well rather than cramming in too many. Get your point(s) across early in the interview. Support statements with snappy stories "for example, only last week..." Be positive, friendly and firm. Assertive rather than aggressive. Don't get lulled into a false sense of security - however "friendly" the journalist may appear to be. Don't say anything "off the record" -assume everything you say and do is on the record. And don't lie - you don't need to. If you don't know the answer - say so. Remember "No comment" means "Guilty" - use a bridging phrase such as "... the key point to make is ..... the real issue is .... well our view is ...". Review your interview - and ask yourself what you could have done even better. Finally, being a good interviewee is rarely easy. Interviews can be tough. It takes practice, experience, confidence and knowledge of media and technique. ETS Communications Priziciples March, 96 page'

EFFECTIVE BRIEFINGS KEY RULES At any briefing session where you are trying to communicate your point of view to external audiences... _ BEFORE THE BRIEFING BEGINS Prepare yourself - even for the toughest topics to be raised. Define exactly your objectives. Don't go into a briefing until you know what you want to come out. Determine before the briefing begins your key arguments based on the situation and the audience. Understand their point of view, their pressures, concerns, background, knowledge, business, etc. - it will help you identify your arguments for their needs. Have with you supportive documents, reports, facts and figures - but only if you're willing to share them as "leave behind" or "give-away" materials. DURING THE BRIEFING Address their "emotional" needs as much as their "intellectual" ones - remember you are trying to change the way they "feel" about something, not just what they "think". Address perception of the facts as much as the facts themselves. • Make a few points well - rather than cram in too many. Remember HOW you say something is as important as WHAT you say. Speak confidently without arrogance; clearly without confusion; carefully without hesitancy; enthusiastically without ranting. Be aware of your body language and eye contact and dress sense. Be assertive rather than aggressive. Keep calm and professional - but allow yourself enthusiasm. The more "upset" or "angry" they get - the calmer you should become. At any point of disagreement, you can always say "well, OUR point of view is..." ETS Communications Principles March, 96 page 3

ELEMENTS TO CONSIDER BEFORE COMMUNICATING Know your audience There are differences between employees, media, customers, consumers, suppliers, politicians, etc. When communicating to these audiences • the style • the choice of words • the angle or perspective • the tone • the scope and the complexity is may be different, HOWEVER, the content should always be consistent. That is why this binder contains basic messages, to be adapted and tailored according to the target audience's knowledge of the issue, the relevance of the information, the impact that you want to achieve, their views of our industry, ... What do they think now, and what do I want them to think? Before communicating, • analyse your audience's current perception on ETS on general expectations and interests. ... (For instance their dislike of government interference in life-style ' questions, their dislike of having US regulation/hysteria imposed in Europe -- can be used to find some common ground.) • determine what their desired perception should be ("what do you want them to think having listened to you?"). ETS Communications Principles March, 96 page 4

Know the issues • Know the issues and be sure of your facts. • Use the key messages in this manual. • Rehearse succinct responses that you can remember comfortably and express. 0 is • Review these occasionally and update them (and this manual) with new facts you receive so that you will always be prepared. • Be sure you understand the legall implications of any statement you intend to make. Circumstances may change, and you want to be aware of any new developments and considerations. Prepare If you are giving a media interview, provide the journalist whenever possible with background information beforehand. It may help define the context and educate the journalist. If possible, meet for a pre-briefing (for instance in the case of a television interview). When you are in an open debate, carefully analyse who else will be on the panel (scientists, health organisation representatives, ...). Then decide whether you want to enter into a debate with them. Is there a way you can win the debate? What can you lose by participating in the debate? What will you lose by refusing to take part? Rehearse, Rehearse, Rehearse. ETS Communications Principles March, 96 page 5

INCREASING CREDIBILITY AND PERSUASIVENESS 0 Scoring impact Scoring impact is a combination of - credible content and relevance to your audience - a positive style and tone - clear and concise messages - repetition of your key messages Your audience will evaluate your performance on the basis of the 5 Cs : Clarity, Competence, Confidence, Control, Concern. They will help you in preparing your communications. Audience Appreciates: /1-0, Clarity Concern Competence Control Confidence Tips to increase persuasiveness In public opinion, an industry representative will be less credible than a ,~ journalist or a member of a "public interest" group. The journalist generally will _ be perceived as an objective outsider reflecting the questions on the public's mind. The interest group member generally will be perceived as the defender of the public's interests in contrast to industry's self-interest. However, your credibility as a representative of the industry, as well as your persuasiveness can be increased by thoroughly familiarizing yourself with and using the materials in this binder. You need to ensure that: • the audience listens to you and is open to your viewpoints • what you say is relevant to them • they see clear benefits in what you say E'I'S Conmunications Principles March, 96 page 6