Philip Morris
PM / RJR Tobacco Task Force
Fields
- Type
- REPT, REPORT, OTHER
- BUDG, BUDGET, BUDGET REVIEW
- Area
- IRASTORZA,HECTOR/SEC'Y FILES
- Site
- W18
- Characteristic
- OVER, OVER SIZE DOCU PARE, PARENT
- Document File
- 2048597374/2048597531/PM - RJR Tobacco Task Force 930706
- Master ID
- 2048597375/7530
- 2048597375-7414 PM / RJR Tobacco Task Force
- 2048597405-7406 Proposed Policy Position on Federal Excise and Energy Taxes
- 2048597407 Council of State Governments Resolution Relating to Consumer Excise Taxes
- 2048597408-7409 Proposed Policy Position on Federal Excise and Energy Taxes
- 2048597410 Smoking Ban in All Restaurants and Hotels Councilmembers 426 C.V.G. - Smokers
- 2048597411
- 2048597412 Policy Position Federal Excise and Energy Taxes
- 2048597415-7439 PM / RJR Tobacco Task Force
- 2048597440-7441
- 2048597448 Resolution
- 2048597480-7487 Fet / Ets Audience & Message Point Development
Related Documents:
Document Images
*-Project Government Affairs_
White House Coalition
-7/6/93
Lead Responsibility: PM: Kathleen Linehan
RJR:
ETS O FET
Time Line:
-Ongoing
Description: 1) 32 tobacco Democrats meet with H. Paster from the White House
and discuss the excise tax issue week of March 8, 1993. (Done)
2) Senator Ford sees HRC -postponed.
~ 3) Tobacco members writing letters to the White House.
Action:
-Governor Hunt calling Rahm Emmanuel
~
©
Budget: ~
CTI
°.C
~
~
._Project Government Affairs_
Local Elected Officials
-7/6/93
Lead Responsibility: PM: Ellen Merlo, Tina Walls, Ted Lattanzio, Jay Poole
RJR:
ETS 0 FET
Time Line:
-Ongoing - Review June 1, 1993
Description:
Listing of local elected officials
Action:
-Evaluate Program.
-The Florida Petroleum Marketers Association unanimously passed a resolution
against the FET at their Spring Board meeting in Jacksonville, FL, on 4/22. The
resolution is being sent to every member of the Florida Congressional delegation.
A copy of the resolution is attached. (see following page)
A number of NC Mayors have written the White House and Members opposing
' the tax. We are meeting next week with Richmond Mayor Kenny to ask him to
- send a letter to the Executive Committee of the VA municipal league asking them
to co-sign a letter to the VA Congressional Delegation opposing the FET.
*GA Secy. of Agriculture to meet with Pres. Clinton. Secy. of Ag. agreed
to get other Southern colleagues to oppose FET.
-Compile listing of key officials and their organizations.
-Generate Letters to the President in opposition to FET.
REGION VII:
REGION VIII:
REGION IX:
Louisiana
Ms. Carolyn Jones Ryland
Clerk of Court
Rapides Parish
700 Murray Street
~
LA 71301
Alexandria `~
, ~
00
0
Local Elected Officials
(Continued)
-716/93
Mr. Jim Bob Moffett
Freeport McMoran Corporation
1615 Poydras Street
New Orleans, LA 70112
Mr. Edward G. "Ned" Randolph, Jr.
Mayor, City of Alexandria
2517 Avenue B
Alexandria, LA 71301
Mr. William Earl Hilton
Sheriff, Rapides Parish
702 Murray Street
Alexandria, LA 71309
Mr. James R. Byrd
City Marshal
9105 Robinson Drive
exandria, LA 71301
Mr. Tom Ed McHugh
Mayor-President, Metro Council
City of Baton Rouge and East
Baton Rouge Parish
222 St. Louis Street, Room 301
Baton Rouge, LA 70801
Mr. Elmer Litchfield
Sheriff, East Baton Rouge Parish
300 North Blvd.
Baton Rouge, LA 70822
Mr. Doug Welborn
Clerk of Court
East Baton Rouge Parish
0
222 St. Louis Street ~
Baton Rouge, LA 70802 c.~
S
-7/6193
Mr. Hypolite Landry
East Baton Rouge Parish Coroner
222 St. Louis Street, Room 593
Baton Rouge, LA 70801
Mr. Walter Comeaux
Parish President
Lafayette Parish
1010 Lafayette Street
Lafayette, LA 70502
Mr. Kenneth F. Bowen
Mayor, City of Lafayette
P.O. Box 4017-C
Lafayette, LA 70502
Mr. Don J. Breaux
heriff, Lafayette Parish
1616 West Main Street
Lafayette, LA 70501
Mr. Earl Joseph Picard
City Marshal
City of Lafayette
P.O. Drawer 3344
Lafayette, LA 70501
Mr. O.C. Dan Guilliot
Clerk of Court
Lafayette Parish
800 Buchanan
Lafayette, LA 70501
Mr. Jim Sudduth
Mayor, City of Lake Charles
326 Pujo Street, City Hall
Lake Charles, LA 70601
Local Elected Officials
(Continued)
0
Local Elected Officials
(Continued)
-7/6/93
Mr. Wayne McElveen
Sheriff, Calcasieu Parish
5400 East Broad Street
Lake Charles, LA 70601
Mr. Richard J. Guillory
City Marshal
City of Lake Charles
1001 Ryan Street
Lake Charles, LA 70601
Mr. Robert E. Powell
Mayor, City of Monroe
400 Lea Joyner Expwy.
Monroe, LA 71210
Mr. Laymon Godwin
Sheriff, Ouachita Parish
000 St. John Street
Monroe, LA 71201
Mr. Bill Hodge
Clerk of Court
Oachita Parish
300 St. John Street
Monroe, LA 71201
Mr. Richard R. Reitzell
City Marshal
City of Monroe
400 Stone Avenue
Monroe, LA 71201
Mr. Sidney J. Barthelmy
Mayor, City of New Orleans
1300 Perdido St., Rm. 2E09
New Orleans, LA 70112
0
-7/6/93
Rose Ledet
Clerk, 1st City Court
Orleans Parish
4757 Chantilly Dr.
New Orleans, LA 70126
Mary Norman
Clerk, 2nd City Court
Orleans Parish
225 Morgan Street
New Orleans, LA 70114
Local Elected Officials
(Continued)
REGION X:
Colorado
Councilwoman Cathy Reynolds (Denver)
.
CO Municipal League - Sam Mamet
Mayor Tauer (Aurora)
North Dakota
,
Bill Shalhoob - local restaurant owner; key local leader.
Mayor John Lindgren (D) - Fargo
REGION XI:
Utah
Mayor Everett Dahl (Midvale)
REGION XII:
California
Members of Republican Local Elected Officials (RLEOC)
Members of CA Elected Association of Democrats (CALEAD)
San Diego Mayor Susan Golding.
San Bernadino Supervisor Jerry Eaves
Budget:
0
7C~4^t.f ~~Grr" r 4 , r.
Z Florida Petroleum
Marketers Ir ;;,isoci!ra Li1I i / Inc.
204 Ura PiA Wahasstk :1:?309841 . PhOrp aL4/II77.rt?8 Fa.Y 3t}~~ys?3gfi4
,.. ~ ~w.r .. ...~.1. . . r..--~. ,......~. ._
Ri..SOLUilON
1n Opposltion to 1nCreasg d Fedoml Exciso 7axe: on CiVarettae
wttsftow, amrding to it Price YYatsfiAzus oconom,g 1mpw siudy, a$i .?0 increa88 !7 ,hs
fod$r*l 4x6sa tax on C3Qqt0QS would rMit !n the loas of 1.5,630 jotia and a io" vf S4d3 mti;;o,^!
tn payroll In FFortda's soonomy, wit tho atata's Wa.il sec7tot beanng the 5tuAt of a:;q
to.s8s,
WharDa3, according to Prsco watarl-l4uae, eveil a doubiino os fha federtt: oxc;Se taw
y-
Gjaare#tss would rosuft in tyti jW. of 4,600 ;obs and a10a 4f$118 mfl;lon In pay,r4 ; i- F;orida's
wheroaa, Ftoctda's state 6xcig,~ ;sx on ciga^s;toa is already some 30% ragher than tN! +-ationol
avorage,
Wfieme, an Moreaso tn tho todorst exo'se tex on dearettos wauld havs a devactatlno affact
on Florida's farm l8.m11(es that grow toWoo, who are also ouf Guefomora,
Wh ereaa, exdtoe ttixea aro known to be ane of tJ1 most rsgrag$1Yg (orm9 ot 1Sx8tion, h~fnfl
- and micf{f#e-IctoQme iam#11" har~ast of ~
t
,
ower
yyhareas, taxpayor8 already pay too muoh to goyornment In Wss,
Xhar#{ore, ba 'a rosatvod that the Florld& Petrottum Marketera As$pdatfon, ro n{at've ot
supptyf,ng ~rne 5000 retNt 8utlott In f~larida, ~lartid in total oppoeJtion to ~n~or6asa In the
f#dorai exolae tax on Gigartittes nnd oatia on all fadcral iegtsiators frorm the state of Florids 4o
wArtc and vote 11Qa;nst tht$ unfalr, PunittYa tax.
Gtgnod;
-6eutivoVkou -Pres)dgnt,
F(ottda Petroteum MarCeters Assoaeor)
approved by the Boud of birectorv
¢ost-Il" rand tax iran miital memo 767 orv~oF6 OP
T, ~o«. c...
rr
Aprtt 21, S9S3
pt}S~sn: .+en i~~n . Mr~nrt~rt C.t+r Moccw . t+ta i~eraswr+~rr: @a n t~+tL:x s VJat Anrtak~~
Stay:: ~d Kc~
1~t~tP»~1b~o~+KuDrk..*,er: ~Wrn+t~ ti'O~i~tr Gma~ ~1t R pl4u tYvGorsetrslrA+.VwW WWnFt1MO
QiI.ctoes s KM M~, 5~,. kS:u]~o 1~w+t s t'~ CMa~,tit ~ Cdn fodl+ Jarrss O.an t Mkava lkmK
.SaMO16taa . M, k4u+tW+s . JacR Iqr4 .r4
Ak* jAMa s a~aa w+i. w,~wp Li+~ LNrY tWyy 0 dNw 14" t Jfa WAA+f t 4 JIm WIp1Ti A txadu*. KI.
iWrA**M (L AJtn S+Vf+6er
*-- Project Government Affairs
Briefings to the Hill
-7/6/93
Lead Responsibility: PM: Kathleen Linehan
RJR: B. Oglesby
ETSQ FET
Time Line:
-Ongoing
Description:
Action:
~
4
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~
Budget: ~
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*-Project Government Affairs_
Senior Management Visits
-7/6/93
Lead Responsibility: PM: Kathleen Linehan
RJR: B. Ogelsby
ETSD FET
Time Line:
-March 16 & 17, 1993
Description: Visits should be made to Congressional leadership and key tobacco
members.
Action:
-MAM Washington visit 3/16/93 and 3/17/93.
tv~
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~
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_Budget: ~.r
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~Project Government Affairs_
Member Assignments
-7/6/93
Lead Responsibility: PM: Kathleen Linehan
RJR: B.Ogelsby
ETS0 FET
Time Line:
-Ongoing
Description: To ensure that key Members of Congress are covered, member
assignments should be made. All staff and contract lobbyists should be assigned
.nembers. Reports of the visits should be submitted periodically and in timely fashion.
Action:
-March 28-31 to urge all tobacco democrats to meet with the House leadership
on March 31.
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~
Budget: ~
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~Project Government Affairs_
Coordination w/ Tobacco Coalition
-7/6/93
Lead Responsibility: PM: Kathleen Linehan
RJR: B.Ogeisby
ET50 FET
Tisne Line:
-Ongoing
Description: Maintain close coordination with House coalition of tobacco members and tobacco
state Senators to ensure timely and orderly support. We can supply timely intelligence reports.
Action:
-We've hit upwards to 30 Members of Congress in last two weeks.
- Discuss with Ford. (Done)
Budget: ~
~
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~
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tti:
~
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_Project Labor
Strategy - Tax
-7/6/93
Lead Responsibility: PM: Kathleen Linehan, Ellen Merlo
RJR:
ETSO FET
Titne Line:
-Ongoing - Review June 1, 1993.
Description: It is imperative that we maintain union's support. To this end, immediate
contact should be made with the head of the BCT and other employee groups affiliated with
PM companies. The President of BCT should be solicited to contact his members as quickly as
possible and request them to contact the White House and their Members of Congress.
The BCT also should arrange a quick meeting with Lane Kirkland and other key figures
Within labor and secure their support. Once support is solidified, then labor should mount
a campaign against the proposal.
Action:
-We are working with BCT Local Officials who will have a booth at the National
AFL-CIO trade show in St. Louis. We are working toward developing the
capability of generating anti-FET letters on the spot that union members in
attendance can forward to their own Members of Congress.
- Deadline: May 17,1993.
-Constantly in contact with TI Labor Management - Kathleen Linehan
-Contacted by Jay Poole - Has agreed to enlist help of AFL-CIO to support
industry position, phone and mail efforts.
-RJR will get readout from us.
-TI may be working on some ads.
-Ellen Merlo and Tom Griscom need to talk to Sam Chilcote.
-Dinner with BCT president on 3/10/93 by WIC, KML. (Done).
©
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00
Budget:
..3
. ~
~
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_Project TI Coordination
TI Lobby Plan
-7/6/93
Lead Responsibility: PM: Jay Poole, David Nicoli
RJR: Randy Thompson
TI: Bob McAdams
ETS FET
Time Line:
-Review June 1, 1993
Description: Coordinate all tobacco lobbyists through TI. This is no time for anyone
to freelance. Although TI does not have all the tobacco companies in its membership,
this may be the time for outreach - all companies employ people, have plants, etc.
Action:
-Meeting of the inter-company/TI group on Tuesday April 6.
-First meeting with McAdams for TI held on March 25; second meeting set for
April 16.
-Briefing for Bill/Jim/Andrew.
-Strategy to be worked out by Craig Fuller or Craig Fuller and Tom Griscom.
-After strategy worked out, logistics of coordination must be established
by RJR/PM Team.
-Designate group on FET strategy/one representative from PM/RJR/TI to coordinate
"all" activities (linking all groups) reporting to Core Group.
-Decide on representatives from each company.
-Ellen Merlo to make assignment of PM coordinator/strategist.
-Tom Griscom to deliver message to TI.
-Jay Poole named as PMUSA Representative -has been communicated to TI (Merlo).
-David Nicoli - WRO Representative.-has been communicated to TI (Merlo).
Budget:
S
_Project TI Coordination_
TI Educational Packet
-7/6/93
Lead Responsibility: PM: Ellen Merlo, Kathleen Linehan, Jay Poole
RJR: Tom Griscom, B. Oglesby
ETS FET
Time Line:
-Review June 1, 1993
Description: TI is developing information packets and briefing papers for ETS and Excise Tax
issues.
Action:
*On going meetings with coordinating Committees take place on weekly basis.
*ETS included in latest TI meetings.
*Legislative updates coming in form all sectors.
~
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Budget: ~
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*-Project Science
Publicly Challenge EPA Science
-7/6/93
Lead Responsibility: PM: Steve Parrish, Jim Boland
RJR: Tom Griscom
ETS FET Q
Time Line:
-Due April 1, 1993
Description: Consider a press conference to challenge EPA Risk Assessment, or an
open letter to the new EPA Administrator.
Action:
-Evaluate basis for a new challenge, due: 4/1/93.
-Burson-Marsteller.
-Work being done with Manhattan Institute.
-Scientific organization on how Risk Assessments done: cellular phone, ETS and
others.
-Stanford Research Institute to review EPA statistics (Steve Parrish to work on who has
contacts with Stanford).
~
Budget: ~
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~
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Pro j ect Science
~ Reexasnine ETS Stud
y
-7/6/93
Lead Responsibility: PM: Tom Borelli, Jim Boland
RJR: Sears Strawker, Mary Ward
ETS FET Q
Time Line:
-April 15, 1993
Description: Maintain an ongoing review of ETS studies and findings and
present a case for a reexamination of ETS at EPA.
Action:
*PM/RJR - Agreed to jointly work on a proposal for the American Statistical Society
to review and critique the methodology in the ETS risk assessment.
RJR is currently reviewing the first draft proposal.
-PM TB/JB - Will arrange a meeting with RJR to discuss a consultant's proposal that
raises the weaknesses and the ramifications of the risk assessment to the EPA.
Additionally, we will discuss another proposal for EPA's methodology to be reviewed
~
by an outside statistical group. ®
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~
.Budget:
~
a
roject Science
~_ P Science Spokesperson
-716193
Lead Responsibility: PM: Tom Borelli Burson-Marsteller
RJR: APCO
ETS FET O
Time Line:
-Searching
Description: Identify one or more scientists willing to speak on the ETS subject in
support of our position. Place them in speaking opportunities.
W ictor Han: Free up TI scientists; identify others for media.
ead Responsibility: PM: Victor Han, Steve Parrish Burson-Marsteller
RJR:
Action:
*TB - Encouraged speakers participating at the George Mason University International
Institute's Scientific Integrity Conference to raise the ETS risk assessment as an example
of bad science. The conference was video taped and it will be reveiwed for statements
made on ETS. The video can be used to educate policy makers on the use of bad science
and public policy.
-PM TB - APCO/Burson Marsteller are identifying various environmental
symposia where ETS can be raised and various policy group speakers will
will be reviewed as possible candidates.
-Still looking
Budget:
._Project Science
Presentation to OSHA on ETS
-7/6/93
Lead Responsibility: PM: Denise Keane, Jim Boland
RJR: Mary Ward
ETS FET O
Titne Line:
-TBD
Description: Develop a presentation on ETS to make to OSHA.
Is
Action:
-Ready for presentation last week in April, presention can be used for EPA
if needed.
-Denise Keane will contact.
-Should unions take lead?
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00
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Budget:
~
_Project Research Studies
-716/93
Lead Responsibility: PM: Lance Pressl, Derek Crawford
RJR:
ETS FET
Time Line:
-April 15, 1993
Description: There are 5 studies under development that could have a bearing on
the debate: (1) the LULAC health care financing study (Done-March 25); (2) the Committee
for a Responsible Federal Budget's health care cost containment study (Rollout-April 12);
(3) CART's updated Regressivity Study and Macro Jobs Impact Study (Done-March 15);
(4) Economic Policy Institute study on regressivity of the current health care financing system
(Rollout-April 7); and (5) The Council of State Government's study on diminishing tax receipts.
It is important to express the findings to the media and public in layman's terms so that the
message is not lost in an academic debate.
Other available studies, research and technical assistance. Impact Sheets & Visual
Support. $2/Pack Argument/Information Sheets: National/State by State. Studies
by third parties: Council of State Governments: Diminishing Return of Excise Taxes;
A. Philip Randolph Institute: Impact of Taxes On African-American, Health Care Financing,
American Agricultural Movement; Impact of Excise Taxes On Rural American; National
Conference of State Legislatures: Effect of FET Changes on Women, Minorities and the
Middle Class; Excise Taxes in the American Fiscal System; Congressional Budget Office:
Rising Health Care Costs; National CART: Regressivity & Jobs Analysis; Institute for
Research on the Economicsof Tax: Social Costs; Public Policy, and Freedom of Choice. State-
Specific And InternalStudies: Geo-Political Mapping Analyses, Regressivity Studies, and
Fiscal Conditions.
Action:
-Looking at "backout" of $24 billion social costs figure. (In process with PM/TI)
-Evaluating studies and determining if more are needed.
(Do we need to Commission any other studies?)
-May be doing research on FET.
-Need to get material from TI so we can evaluate; Washington Office should
get what's there. ~
-We want to look at large media component. ®
-Tally points. ~
Budget:
~
O
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~
--Project Research Position Papers
-7/6/93
Lead Responsibility: PM: Lance Pressl, Jim Boland
RJR:
ETS FET
Time Line:
-Ongoing
-ETS - Due week of March 29, 1993
Description: A series of position papers or "White Papers" needed on the ETS
and excise tax issues. Assign writers to complete the following:
Write paper on EPA Science as it relates to electromagnetic fields (EMF), diesel, and chloride in
water (in process).
Action:
-White paper on ETS/EPA will be completed by 3/22. The paper
will be targeted for a state legislative audience.
-An informational video on PM's position on EPA/ETS issue has been
prepared and made available to government affairs staff (PMUSA, WRO, PMI).
-Economic Impact Analysis - Federal (done).
-$2, $1,.50 (done).
-Need to have TI coordinate "all" white papers with PM/RJR
-We will see drafts week of 3/15/93.
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_Project Researck Niagara Institute
-7/6/93
Lead Responsibility: PM: W. Burrell, Matt Winokur
RJR:
ETSO FET^
Time Line:
-Ongoing - Review June 1, 1993.
Description: This Canadian group has developed a study of the tobacco issues in
Canada. This report needs to be finalized and/or excerpts need to be made public.
Action:
-Report needs to be completed A.S.A.P.
-Statement by institute director needs to be drafted and released A.S.A.P.
Budget:
0
S_Project Research
Wirthlin Group Presentation
-7/6/93
Lead Responsibility: PM: Craig Fuller
RJR: Tom Griscom
ETS FET
Titne Line:
-Completed
Description: Arrange a presentation on research to compare findings
with Reynolds.
Action:
-Share ETS tracking information / Done.
-Share RJR attitude survey document / Due 3/10/93.
-Share results as available.
-Breglio survey results to be shared.
i.'
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Budget: ~
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_Project Legal
Growers' Law Suit
-71s193
Lead Responsibility: PM: Steve Parrish, Kathleen Linehan
RJR: W. Ukatz
ETS FET O
Time Line:
-Ongoing
Description: Consideration is being given to supporting the tobacco growers with
a law suit against the EPA with regard to the ETS Risk Assessment. Also, raise
money from third parties.
Action:
-Lawyer's conference call with RJR on 3/30. (Done)
-Finalize complaint / Due: week of 3/8/93. (Done)
-Review with RJR / Due: week of 3/8/93. (Done)
-Participate in Grower's legal fund to pay for suit (assuming we go forward).
~
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Budget: ~
013
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_Project Legal
Legal Briefings on ETS
-7/6/93
Lead Responsibility: PM: Denise Keane
RJR: M. Ward, W. Ukatz
ETS FET Q
Time Line:
-Week of March 22, 1993
Description: Legal should provide guidance for companies on the ETS issue.
Once completed, distribution to key business leaders will be made on a CEO/CEO
level or General Counsel/General Counsel.
Action:
-RJR putting something out.
~
©
Budget: 00
CD
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*-Project Media l Communications_
Pro Active Media
-7I6/93
Lead Responsibility: PM: Tom Borelli / Richard Hines Consulting
RJR:
ETS FET
Time Line:
-Ongoing - Review June 1, 1993.
Description: Generate news stories, editorials and commentaries critical of the
EPA Risk Assessment and unreasonable smoking ban legislation.
Action:
*The May edition of Consumer's Research Magazine has a feature article
on "Federal 'Science' Under Fire" which mentions ETS as an example of bad
science. We have ordered 1,000 copies of the magazine for educating policy
makers on the ETS issue.
-See following pages for Project Overview Re: FET and ETS
-The below listed articles available upon request:
Joe Perkins - San Diego Union.
Lanie Izumi - Sacramento Union.
National Review editorial.
Note: The Joe Perkins column appeared in about 40 papers throughout
the U.S. as a result of his syndicated column.
.Budget:
~
Projects federal gxcise Taxes (fET)
lye rvi!s
Meeting held on Friday, May 1a in Washington, D.C.
Discussed present status of timing on health-care reform and status
of task force projects.
projects- ETs
Notes All ETS projects discussed below and additional work on such
projects are pending subject to decisions regarding litigation.
Overviews
, - .
Meeting held May 14 in washington, D.C.
we will continue developing materials and reviewing opportunities.
~CO continuing outreach efforts, includia one-on-one msetinqs
/industry and a planned mass s~ailinq to 11-20industries in 15-20
states, which will focus on smaller busineases. Outreach to
scientific community has been successful; outreach to industry
reflects great interest, but no firm commitment yet.
Task force discussed upcoming environmental conferences.
VII. Miscellaneous
o RJR employees (mainstream factory folks) about 1,600 on their own time and money -- toQk bus trip
to D.C. to demonstrate
against proposed excise tax increase. Received good press
coverage.
0 8-M developing industry reaponse for announcement day.
Mircelleneous
.
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f
eep
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es
a
or Tra
s on
o
.cant hearings on smoking bdn
in federal bui,-2dings and Rose hearings.
*_Pro ject Media / Communications
Watchdog Efforts
-716/93
Lead Responsibility: PM: Victor Han
RJR:
ETS FET O
Tirne Line:
Description: Identify and design communications plan for watchdog groups.
Action:
-Radio syndicators contacted; developing 60 second test spot and longer piece
test for weekend public affairs programming; meeting with principal this week;
deciding frequency of delivery.
i.a
~
Budget:
~
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ject Media l Cornrnunications_
~-Pro Op - Eds
-7/6/93
Lead Responsibility: PM: Victor Han
RJR: Mara Payne
ETS FET
Tisne Line:
FET: List of selected newspapers compiled by Burson-Marsteller (4/93).
Identification of authors-ongoing. Will look to national organizations i.e. NACS for
authorship of Op-Eds.
Drafts fo Op-Eds distributed to working group-ongoing.
Additional Op-Eds in creation-ongoing
Placement of Op-Eds, with particular emphasis on SE states-ongoing.
RJR/PM coordinating release of state economic impact data. States currently in process
include SE states, NY, PA, ND, CA, IN & WA.
~TS: -List of selected newspapers compiled by Burson-Marsteller (4/93).
-Identification of authors-ongoing.
-Drafts of Op-Eds distributed to working group-ongoing
-Additional Op-Eds in creation-ongoing\
-Placement of Op-Eds-pending identification of authors.
Description:
Action:
FET: -NACS has agreed to work with PM on state-by-state news releases.
-Proactive Op-Ed placement in selected hometown newspapers of key legislators.
-Strategicall cc: certain legislators, appointed officials.
-Develop defensive Op-Eds for response to negative editorials.
-Draft LTE's to support positive Op-Eds.
-Utilize media-trained activists and smoker organization spokepersons.
ETS: -Lawsuit filed. Potential actions to be reviewed. ~
~
~
0'J
Budget:
~
. ~
~
~
Vz. Develop Comprehensive Op-ed Program to Support
objectives
ETS
Summary: Develop op-eds, both proactive and reactive,
for placement in selected nationnl, state/state capitol and
local newspapers.
Status:
o Expanded media coverage requested to determine
coverage and potential reactive opportunities until something
occurs that provides proactive forum.
o Clips of positive coverage being forwarded by PM.
o Materials have been developed by PM/RJR.
o Process of identifying potential signatories
continues.
FET
Summary: a) Focus on proactive op-ed placement in
selected hometown newspapers of key legislators, with ccs to
those legislators, certain appointed officials and b) develop
defensive op-eds for response to negative editorials.
Status:
o Will use list of organizations and individuals
developed in disseminating PW economic impact information as
core for potential op-ed signatories in hometown and state
capitol newspapers.
o Draft op-eds prepared. PM/RJR winnowing media
lists for potential placement. Attempts at op-ed placement
continue.
~Project Media / Communications_
TV Talk Shows
-716193
Lead Responsibility: PM: Victor Han
RJR: Mara Payne, Roger Ailes
ETS FET
Tirne Line:
-Review June 1, 1993
Description: America and the Administration are being run on talk shows.
Action:
-Counter talking points.
-Monitor talk shows.
-Find shows where we can deliver our message.
Wudget:
_Project Media l Comrrcunications_
LTE's
-716/93
Lead Responsibility: PM: Victor Han
RJR:
ETS FET
Time Line:
FET: -List of selected newspapers compiled by Burson-Marsteller (4/93)
-Hometown (district) newspapers of key legislators identified (4/93)
-Identification of authors-ongoing
-Drafts of LTEs distributed to working groups-ongoing.
-Additional LTE in creation-ongoing.
-Placement of 100 LTEs by RJR field-in progress.
-Request by RJR (2,500) and Philip Morris (6,000) to activists for LTE writing -in
progress (6/93).
ETS: --List of selected newspapers compiled by Burson-Marsteller (4/93).
-Identification of authors-ongoing.
~ -Drafts of LTE distributed to working group-ongoing
-LTE creation-on-hold.
-Placement of LTEs-on-hold.
Description:
Action:
-FET: -Proactive LTE's targeted at hometown (district) newspapers
of key legislators.
-Strategically cc certain legislators, appointed officials.
-Develop defensive LTE's for reaction to editorials, news and
op-ed coverage.
-Draft proactive LTE's supporting positive stories, Op-Eds.
-Submit lists, conduct LTE content analysis.
ETS -Lawsuit filed. Potential actions to be reviewed.
Budget:
iI. LTRs to Support Objectives
ETS
---~
Summary: Focus proactive/reactive LTSs on key opinion
creating newspapers/publications of selected elected
officials/appointed officials, with ccs to those legislators,
appointed officials.
Statuss
o LTZ program pending determination of litigation
issue. once a decision is ntade, can either develop program
based on filing "hook" or determine market for letters on
case-by-case basis where opportunities are preeented.
FET
Summary: Proactive and reactive LTRS for use at
hometown (district) newspapers of key legislators, with one to
those legislators and certain appointed officials.
Statuse
o PM and RJR reaching out to databases for to ask
people to write in.opposition of YET.
o PM/RJR continuing to identify other authors by
category.
C~
~ To:
Date:
Subject:
Media/Commuru'cations Committee Members
March 18, 1993
Fh'r`IM Audience & Message Point Development
As per yesterday's meeting, It was agreed that we would
address the following aud.lences. Along with a Iisting of the
audiences !s an inih'al effort at the.ir respective message points.
,Remembe.r, this was an exercise to help us determine the elements
we need for informationJpress packages. These messages are not
necessarily urJque to each audience.
1;yLM: FET Tncrease
1s,udience: Federa.lOfficials
me,
e Point,: Tax is a middle-class tax Increase. During the
~ course of the presidential campaign, candidate BiU Clinton promised
he wouldn't raise the taxes of the middle class. Similarly, the
promise that President Cl.inton made that those with earnings below
S30,000 would not be taxed has now "gone out the window".
Additionally, this tax will seriously hurt a fragile economy and
850,000 Jobs wi1.l be lost.
Audience: State Officials
JJe: An Ft:'T' Increase will cause an erosion in state
revenues which will mean additional new taxes at the state level.
Audience: Southeast States Elected Officials
' : An FET Increase will have a disastxous/cataciysm.lc
hJ?
effect on the economy in the southeastern states. More jobs will be
lost due to this tax in the south and southeast than to the national
recession that we are finaUy starting to recover from.
RjR/PM Plant Community Locations - Elected Offlcials
Will cause jobs to be lost which wil1 hurt the local
economy. Also, erosion In company tobacco revenues adversely
affects our ability to invest In non-tobacco operating companies and
the jobs and tax revenues they produce.
A~t dience: Consumers/Smokers
Mes~a~e Points Smokers should not be asked to pay any more - they
already contributemore than 13 billion doUars.to the economy than
non-smokers. The proposed increase Is discrhmunatory. If a program
Is to benefit all Americans - it should be broadly funded.
The real problem with the system is not the lack of money - but out
of con trol costs. The medical care system i tself Is in need of general
surgery if it's to be reformed. Don't throw more money at the health
care system; f;x it Instead.
' : Non-smokers
Messa~e Points: The proposed tax increase will not work because
taxes alone won't cure the crisis Pn health care and new tax dollars
will be needed on both the federal and state levels.
Aud i Q,m: Farmers
i :'rhe proposed tax w;11 be a cataclysm for the
tobacco farmer and the economy of the tobacco growing states,
~ Tobacco farmers will be unable to replace their hlghlyprofitable
tobacco crops and as a result they, and their state's economy, wiu
suffer.
Lf tobacco farmers switch to alternative crops the markets of
those crops throughout the United States will be destabilized and
econom.ic disaster will reverberate In every farm3ng commuru'ty.
Audience: Suppliers
Me,~: Reduced demand for tobacco will not only economicaity
hurt tobacco farmers but wiIW hurt all Involved with the manufacture
and sale of cigarettes from the pesticide and seed salesmen to the
tractor sellers to the trucker who brings the finished product to
retail.
Audie=: Retailers
M~ss~ The retail and convenience store communities will bear a
large part of the jobs lost if this tax is enacted. Cigarettes are among
the most profitable products sold in those stores and provide a key
~ revenue stream that helps to keep many stores open and many
people employed.
AUciie=: State Excise Tax Dollar Recipients/State Funded Programs
Me,~: Another case of dimin..ishing returns. Thfs earmarked tax
wil1 erode excise tax revenues at the state level and cause Iawmakers
to look for additional sources of income. Those new taxes may not be
as "politically acceptable" as the current source of funding and .
support for the program may erode. Accordingly, this scenario puts
state discretionary programs at substantial risk.
It's poor policy to earmark the funding of any program to tobacco
revenues where the base of consumers Is declining everyyear.
AjBdience: Organized Labor ~
~
~
00
kjeuAge: This proposed tax Is regressive because it hits the poor
and rrdddle class much harder than those who are better off. trl
cc
0 ~
Many tobacco related jobs, many of them un.ion members, wM be Iost ~
~
. as almost 850,004 jobs dlsappear from the Amerlcao economy.
Audtence: Health Care Reformers
is
M0;,n_e: The entire health care system needs to be overhauled.
The answer Is not more money, but one of fundamental reform. If
in the final analysis, more money Is the answer It should come from
a general broad based tax. Get the system fixed.
,gmdLens-e Minority Groups
me5Aag.e: African and Hispanic Americans will bear the hlghest
hardships if this tax Is enacted. It's regressive and wil.I cause serious
Job losses among the small businesses -- who depend on cigarette
sales revenues -- in the minority community. Last in/fixst out.
Further, erosion of discretionary programs of benefit to the minority
cornmunity.
Audiences: Chamber's of Commerce/Business Organizations
,gl: The proposed tax is unnecessary since the problem Is not
Mess,v
fiscal but structvral. Government doesn't need to throw more money
at the health care system - - it needs to fundamentally reform the
system. Even if more dollars were needed, to take tbem from a
revenue base where the receipts are declining doesn't make good
economic sense. Unstable revenue sources lead to more taxes from
other areas.
Audience: Anti-Tax Activists
The Adrrzinist.ration should focus on cutting spending --
not raising any taxes -- if the budget and health care costs are to be
finally controlled.
a
~
~ . ~
_'~.r
The following Ust is submitted as an addendum to the report for your
, ~
review. Please make addittons as needed. cll~
Au iences: ~ Elected O~ ~cials ,
Regulato Officials
Smokers
Non-smokers/ta.xpayers/generai pu b11C
Conservatave/Liberal MedJa
Employees (Tobacco/Non-tobacco)
Scientific Community
Restaurant/Hospitality
Human Resou rces
Labor
Business
Legal
Industry
..
0
Env3ronmen tal Tobacco Smoke
21ote: All of the M projects discussed be.low and additzon.at work on
such projects are pending subject to decisions regarding Uttgadon.
L Develop Press Package for M
Su-rxunaxy: Developing mu1d-use, modu.Iar press/Laformation .
packages mored for "ferent audiences.
Status: "
o~ Audiences and messages preRm.inarily ide.ntzned,
o pMIR,jR/T1 gathering and forwarding aII releva.nt
rrLaterials to B-M for review and catalogfng.
o B-M to contact APCO'regarc3fng coalition building and
~ development of inessage points for speMc audiences.
if. Develop Comprehensive I,TEs Program to Support h-FS
Objectives,
Surnxnary: pocus proactive/reactive LTEs on key opi.n.ioa
creatIng rzewspapers/pubtications of selected elected
- officials/appointed officlaZs, with ccs to those legislators, appointed
offidals.
Status:
o B-M has created prototype media list a.nd !s expandfng to
Include top 100 newspapers and state capitals media..
o PWRJR wil.1 contact field coordinators,lobbyists et:c. to
bave them expand their monitorMg of local press and to have tbem
b.e1p iden tify poten tial au t.hors.
\z
o' PM/l~R e.ach to draft 25 i,T~s. ~
pEL
L Promote 5peakers In Local Markets
~
, ..
~
. ~,
~~
0-
Sunvnary-. Desigb speakers' program for placement of
IcientMed spokespersons in Iocal m.arkets designed to attract press
atteAtion.
Status:
o B-M preparing memo/gu-idelines on identif~ring potential r
forums and making contacts.
o pM/RJR to identhfy potential speakers and procure op-ed
wrjtexs for articles based on speeches.
o pIv,(/'RJIt preparlng 2 generic M speeches each (~ each
w/slide backup)
IV. Educate Kewspapex Opinion Creators via Ed Boards
= Sui.vnary: Cont3nue o~ngoi.og key opinion leader educat~'on..al
' outreach program, wh.ite identifying and expanding program to key
uational, state/state capital and local newspapers,
Status:
o B-M has prep ared prcm to typ e m edia !is t an dis exxpan djn g,
V. Establish Presence on Setected Rad3o Talk Shows
Sununary: Try to use expert third parties and media-tralned
activists to reinforce press effort.s with national and local radio talk
sbow opportv.n.ities.
St.atus:
o B-M has prepared prototype medla list and is expanding
o Ph(!RjR talking to government affairs/field.coordinators
to Identi.fy appropriate topics,spokespersons.
,~evelop Comprehensive Op-ed Prog,ralxi to Support M
~ VL
. pbfectives.
~ Surruna.iy. Develop op-eds, both proactive and rea.ctive, for
placement In selected natlonal, state/state capital and Iocal
newspapers.
Status;
, o B-M has developed prototype med.ia ilst and Is expand3ng
o PMMR each d.rai'ting 6 op-eds, message poluts and LM
to support op--eds.
Project: ETS
Overview: Programs will be developed and focus shifted at
such time as the litigation matter is resolved, either through
filing or not. All projects pending.
Project: FET
Overview: Task force re-evaluating release of information
based on the new estimated release date of health-care reform
proposal by white House. However, task force continuing its
outreach to third-party groups with similar interests and
continuing fine-tuning information materials in preparation
for dissemination.
I. Press Packets
ETS
Summary a Develop multi-use, modular press/information
packages tailored for different audiences.
status:
0 B-M has reviewed materials and has requested
additional material.s from TI and RdR. Prototype packet is
being revised based on new materials received. Will be held
pending decision on lawsuit.
FET
8ummary: Modular press/information packages to be
tailored for different audiences.
Statust
o B-M has received comments on prototype packets.
s-M has incorporated information based on PW figures.
Revised graphics received. Will distribute revised packet to
task force next week.
~
o PM presently creating media analysis from
clips to help refine existing media lists. b
GO
IA. Price Waterhouse Study CP
Sumtrary: Potential to publicize economic impact ~
information in the 50 states through press releases and c-D
events prior to release of health-care reform package. 00
$tatusi
o clarification on figure development received from
TI and being incorporated into materials.
o Both RJR and PM in touch with organizations in
each state with similar.interests who are likely to issue
press releases at the appropriate time. ~
a.S
PM and i-M have been working with various groups
on releases in several states and prepared draft le4.ters on
FET for various state officials who are interested in making
their positions known to the president.
F
L
*-Project Media / Communications_
Press Package
-7/6/93
Lead Responsibility: PM: Vic Han / Burson-Marsteller
RJR: Mora Payne
ETS FET
Time Line:
FET: -Press kit preliminarily reviewed (5/93)
-Finalize press kit (6/93)
-Begin distribution (7/93)
ETS -Press kit in formulation-on going
-Permission being sought for re-printing of selected articles
Description: Design a press kit for use with media on ETS issues. Also, design
press kit on Excise Tax issue.
*Action:
-See following page Re: Develop Press Package.
FET/ETS -Press Packages will be multi-use, modular press/ information packages that
can be tailored for different audiences.
-Identified audiences and preliminary respective messages as an exercise
to identify package elements.
-Submit to all group members already existing materials to be considered
for modular elements of package.
-Submit suggestions for other materials that must be created, developed
or researched.
-Tom Humber (B-M) will collect, maintain and catalog submissions.
-PM to generate./Done.
ETS: -Press package will be multi-use, modular press/information packages
that can be tailored for different audiences.
-Identified audiences and preliminary respective messages as an exercise
to identify package elements.
Next Steps:
-Contact APCO, request refined ETS messages by audience; distribute to group.
Press Package
-7/6/93
-Distribute to APCO and all group members already existing materials to
be considered for modular elements of package.
-Based on existing package APCO submissions, group submits additional
materials, suggestions, etc. to Tom Humber (B-M).
-See following FET/ETS Audience & Message Point Development
Budget:
tD
®
~
00
Crr
%Q
~
2.
PreB$'pnckets
STS
.Surnaiary : DEvelop multi-usej`:sodula.r prOss/inforx:ation
packages tailored for different audiericss.
o s-M has reviewed kat.ris;ls and.has requested:
additiondl materialr from TZ aAd' itJ;t.. Prototype pack.t.wil,l
be disseminated to task forc next week..
Statuss
.FL"T
Summsry: Modular preas%information:packaqes:to bo
tailored for'different audiences.
8tatus:
;. . .
o. 8-M has
B-M is incorporating
packet to task force
received commfnts on.prototype packets.
revisions and will distribute revised
next week.
l~. o PM presently creating, m.dio.analysis from
ips to help refine existing media lists.'
fA. Price Waterhouse Study
Susnaaary: Potential to' publicize economi0 impact
informutiori in'the S0 states through press,reitases and
evfnts prio.r to release of health-care refora-package..
Status:
n' Clarification owfiqure'dev.lopm:nt received~ from
Ti' and being incorporated into niaterials."-
. .. . .
~`~.. :o Both RJR and PM in tvuchwith organieations in
`~ifaach state with similar interests who are likely to issue.
press releases at the appropriate time.
,
0-Project Media l Communications_
Plan Ad Campaign
-7/6/93
Lead Responsibility: PM: Craig Fuller
RJR: Tom Griscom
ETS FET
Tirne Line:
-Ongoing - Review June 1, 1993
Description: Develop ad copy for review, testing and approval by senior management.
Roger Ailes - Real people affected by taxes.
Action:
-ETS ad will be ready to go out late April.
-Roger Ailes meeting (Done).
-Roger Beahm to have ETS and FET ad concepts in ten (10) days.(Done).
-Ads ready to review on April 1, 1993.
-Legal review.
Budget:
ETS w/ RJR $606,000 split
0
Project Media l Comsnunications_
r Radio Talk Shows
-7/6/93
Lead Responsibility: PM: Vic Han, Burson-Marsteller
RJR: Mark Smith
ETS FET
Time Line:
FET: -Review June 1, 1993
-Submit recommendations week of May 10, 1993.
-Submit final plan week of May 17, 1993.
-Initiate program May 24, 1993.
ETS: -Submit recommendations week of May 10, 1993.
-Submit final plan week of May 17, 1993.
-Initiate program May 24, 1993.
Description: Develop list of select radio talk shows we should reach and schedule
Oriefings. In addition to major, national radio talk shows, radio is having a big
impact on local as well as national debates at the local level as well. We should look to influence
both the big opportunities as well as develop an overall market-by-market,
state by-state capability.
Action:
-See following page Re: Establish a Presence on Selected Radio Talk Shows
-Follow-up on Rush Limbaugh
-Materials sent by RJR week of 3/1/93
1, Tdp ify Radio Talk Shows & Talk Radio Shows
Goal: Use radio effectively to get our message across.
Determine national and market-by-market radio talk shows
(programs in which the host dominates or interviews people of
interest). Also identify the radio call-in (Talk Radio) shows in
which interested listeners can often determine the topics. Create
computer data to easily access radio opportunities by market, subject
and format.
0 Time line: M
r Radio Talk Shows
(Continued)
-716193
Geographically match spokespersons (see "Promote Speakers in
Local Markets" part of overall plan) to radio talk show list.
Time line: TBD
2. Briefings With Key Radio Talk Shows
Provide producers of key shows with materials to influence
selection of topics, guests and messages.
Time line: TBD
3. Reaching Talk Radio
Provide spokespersons (see "Promote Speakers" section of plan)
with materials and lists of talk shows, and encourage call-ins.
Use other activists to increase calls to radio shows, to influence
selection of topics and to increase chance of getting messages
across.
Time line: T B D
(Special Note to TCG: As you may know, working with WKA, we have already begun
developing talk radio. We are planning to match our media trained activists against the list and
provide listings of talk radio, along with talking points, etc. Additionally, we were planning to
do a special insert into the next alert going to the 2,000 Smoker Write club activists, encouraging
them to send us a list of local talk shows...eventually providing them with talking points, etc.)
FET:
-Reinforce "press" efforts with national and local radio talk show opportunities.
-Expert third parties and media trained activists will be principal participants.
Next Steps:
-Identify stations/shows/formats B-M will provide March 31, 1993.
-Identify appropriate topics/spokespersons.
~
-Pitch topic selection/guests. ©
-Media train spokespersons. ~
-Schedule programs.
-Support industry spokespersons via call ins to show.
-Tape programs for analysis and revision. c~o
ca
~ -Alert selected media. ~
~
~
Radio Talk Shows
(Continued)
-7/6193
ETS:
-Reinforce "press" efforts with national and local radio talk show opportunities.
-Expert third parties and media trained activists will be principal participants.
Next Steps:
-Identify stations/shows/formats B-M will provide March 31, 1993.
-Identify appropriate topics/spokespersons.
-Pitch topic selection/guests.
-Media train spokespersons.
-Schedule programs.
-Support industry spokespersons via call ins to show.
-Tape programs for analysis and revision.
-Alert selected media.
Buget: TBD
~
~
~
~
cca
~
V. Establish Presence on 8elected Radio Talk shows in Order
to Further Objectives.
ETS
8uramaryi Try to use expert third parties and
media-trained activists to reinforce press efforts with
national and local radio talk show opportunities.
Statuss
o Continuing development of potential spokespersons
and opportunities.
0 ather efforts will depend on determination of
litigation.
FET
Summdry: Reinforce "press" efforts with national and
local radio talk show opportunities. Expert third parties and
media trained activists will be principal participants.
Statusc
o Ti devel.oping list of potential radio
spokespersons who can take advantaqe of. call-in shows.
Formalizing plan to coordinate appropriate for call-in shows.
o Process of identifying additional appropriate
topics/spokespersons continues.
ND
. ~
~
c~o
~ cc>
~.
~
~
O.-Project Media l Communications
Promote Speakers in Local Markets
-716/93
Lead Responsibility: PM: Victor Han Burson-Marsteller
RJR: Mark Smith
ETS FET
Tisne Line:
FET: Review June 1, 1993
-ETS: Submit final plan April 30, 1993.
(With most if not all of the John Boltz submissions in place if given the go ahead to
proceed.)
Description: Design a speakers program and place identified spokespeople in local
markets designed to attract some press attention.
SAction:
-See following page Re: Develop Speakers Bureau
1. Identify Potential Speakers in Each Market
Goal: Effective, credible speakers, representing different interests, (i.e.
business/jobs/economy/consumer/individual rights, etc.) in each of 50
states, with speakers in every major market, including state capitals.
PM/RJR's trade relations/government relations/public issues
immediately begin contacting and recruiting potential
spokespersons - retailers, wholesalers, suppliers, growers, smokers'
rights activists.
Time line: Names of recruits to Joint Task Force week of: TBD
.__Promote Speakers in Local Markets
(Continued)
-7/6/93
(Special Note_to TCG: 1)As you know, we have 200 media trained activists in the
field. Prior to this project, we were working on plans to fully activate all of these people.
How we plan to work with these folks is outlined on page two. 2) At our request RJR
trade relations will, at their meeting next Wednesday in Washington, ask the AWMA
wholesalers to provide a list of their "Go To" people in every state who would be willing
to serve in this role. The plan we were working on called for us to prepare a news release
for each of 50 states on the economic impact of the FET. One objective was to provide Tommy
Payne with some clips from home districts.
2.
Issug Training & Media Trainine
Determine material needed for issue training. If none exists,
immediately develop talking points, palm cards, Q&As and
briefing book. Otherwise use what is available.
Determine which spokespersons need media training. Conduct
media training, as needed. (Note RJR allied forces training already
scheduled.)
Time line: TBD
3. Building Awareness & Credibility - Communications Effort
Goal: News media will recognize our spokespersons as source for accurate,
timely and credible information on FET/ETS. Work with media.
RJR/PM puts editorial effort into high gear developing op-eds, letters
to editor, news releases, talking points, backgrounders - generic and
state/market specific - for use by each spokesperson.
Time line: TBD
(Special Note to TCG: 1) As mentioned on page one, we were planning to distribute
a news release through each statewide smokers' rights spokesperson. A generic piece
would be provided to each Field Coordinator, along with state specific date; FC's would ~
work with each spokesperson. 2) For industry spokesperson - wholesalers and retailers a
that RJR Trade Relations identifies, we are working on plans for distribution on economic ~
i~pact in each state. We are exploring the possibility of working with each state spokesperson, ~
but faxing the release ourselves in a highly organized fashion using ~,
_faxing services. Cost would be about $1.10 per release, which would probably go to a a~
'total of 7,000 nationwide media outlets. ~
~
~ Promote Speakers in Local Markets
(Continued)
-7/6/93
If I understand our RJR/PM mission correctly, we will determine who will do what,
and how best to split the work and cost.
Outreach: Each spokesperson will be given a list of all media in area.
Where feasible, spokesperson will schedule brief one-on-one meetings
with reporters/editors to introduce themselves and leave information.
Key media not reached will be mailed a rolodex-type card with brief
information.
Time line: TBD
As appropriate, spokesperson may be asked to be part of group
conducting editorial board meetings (see "Editorial Boards" section
of overall plan.)
4. Speakers Program
~ Goal: Spokesperson will speak to as many community groups as possible to
explain position.
Provide spokesperson with guide on what kind of groups to seek
speaking opportunities, how to contact, what to say to get acceptance,
etc. (Or, if budget and time permits, actually provide spokespersons
with list of organizations, telephone numbers etc. for their specific
market.)
Use same materials used for issue training. Also provide each
speaker with 1) prepared presentation (with simple visual aides),
and 2) outline for more information presentation.
Develop leave behind materials for each spokesperson.
Time line: TBQ
G7
~
(X)
~
~
~
Promote Speakers in Local Markets
(Continued)
-7/6/93
5. Follow Up
Goal: Maximize positive media placements.
Develop simple system for spokesperson to report results of
speaking engagements and media contacts. (Perhaps phone in
or postcard drop - or provide each spokesperson with a PM/RJR
contact to serve as resource...or develop a "help desk" concept.)
Positive news clips will be gathered and distributed to supporters
in each market -- each person will send copy of clip and a short
personal letter to their U.S. Congressman and Senator.
Time line: TBD
(Victor Han) Identify appropriate journalists for one-on-one briefings on ETS
identify appropriate messengers.
Action: Researching reporters, messengers.
FET:
-Program to have credible speakers able to hit all 50 states, all major
markets and state capitals.
-Identified speakers would also author op-eds and the like to
augment credibility.
-Speakers trained to obtain platforms, venues (in addition to turn
key manual to be developed and supplied.)
-Gain support/help of PM/RJR trade relations, government relations,
other resources to identify, contact and recruit potential speakers
(retailers, wholesalers, suppliers, growers, smokers rights activists.)
-All must be trained on issue, presentation skills, media.
-Develop national speakers stable of higher profile individuals
(think tanks, tax organizations, economists, etc.); determine appropriate
venues, mechanism for placement (speakers' own organizations.)
-Develop text, leave behinds, visuals.
-Develop PR support programs. (Cookie cutter approach based on ~
venue, subject matter, key impact issue of focus.) ~
~
~
colt
~
i ~
~
~
Promote Speakers in Local Markets
(Continued)
-716193
Next Steps:
-All of the above.
ETS:
-We have not gotten to that yet.
Budget:
ZYI. Speakersf Bureau
ETS
Summary; Design speakers program for placement of
identified spokesperson in local markets designed to attract
press attention.
Status;
o Continuing identification of credible
spokespersons through media content analysis.
o Continuing monitoring of potential opportunities
speakers. E.g., there are a number of conferencee that may
provide a forum for individuals, groups or coalitions, and
aleo may identify experts.
FET
Summary: Design a 50-etate
identified spokespersons in local
some press atttntion.
speakers program and place
markets designed to attract
Status:
o Speakers bureau to be instituted after
announcement day w/preliminary work being done now.
;.
o Draft materials prepared and speaker
identification process continuing.
o Once have identified organizations willing to
take a public stand on issue, can use individuals in
organizations as core of speakers bureau.
t~a
b
~
~ coo
x W
*-Project Media / Communications_
Television Interviews
-7/6/93
Lead Responsibility: PM:
RJR:
ETS FET
Titne Line:
-Review June 1, 1993
Description: (consider)
S
Action:
ND
Budget: ~
~
C32
~
~
. ~
*-Project Media l Communications_
Press Briefings
-7/6/93
Lead Responsibility: PM:
RJR:
ETS FET
Tisne Line:
-Review June 1, 1993
Description: (Get APCO recommendations)
Action:
-Philip Morris
Budget: Q
~
~
~
~
~~
._Project Media / Communications_
Editorial Boards
-7/6/93
Lead Responsibility: PM: Victor Han and Burson-Marsteller
RJR: Mark Smith
TI:
ETS FET
Tisne Line:
FET: -Review June 1, 1993
-Submit target lists, begin editorial analysis, develop message
points/leave behinds week of May 10, 1993.
-Submit final plans week of May 17, 1993.
-Initiate program week of May 24, 1993.
ETS: -Submit target lists, begin editorial analysis, develop message
points/leave behinds week of May 10, 1993.
-Submit final plans week of May 17, 1993.
-Initiate program week of May 24,1993.
-Review week of March 22, 1993.
Description: Place senior executives and identified spokesmen with select editorial
boards to discuss industry issues: ETS/Excise Taxes. A press kit and "leave behinds"
will be necessary.
Action:
-See following page Re: Educate Newspaper Opinion Creators via a Series
of Editoral Board Meetings.
FET:
-Meetings targeted at hometown (district) newspapers of key legislators.
-Representatives of local business/labor, fiscal experts, smoker activists
comprise team. Possible use of RJR/PM senior management in selected
cases.
-Press kit needed.
-Key markets identified by government affairs.
-Meetings to be scheduled.
Editorial Boards
(Continued)
-7/6/93
Next Steps:
-Identify newspapers in targeted congressional districts.
-Review past editorial positions.
-Make Go/No Go decision.
-If Go...Determine key message points/leave behinds, determine
team composition, media train team members, schedule meetings,
post meeting follow-up, i.e.. new information.
ETS:
-Continue key opinion leader educational outreach program.
-Meetings with targeted key national, state/state capitol and
local newspapers.
-Expert panel may include local representation and nationally
recognized experts.
l~Text Steps:
-Identify newspapers.
-Review past editorial positions.
-Make Go/No Go decision.
-If Go...Determine key message points/leave behinds, determine
team composition, media train team members, schedule meetings,
post meeting follow-up, i.e.. new information.
~
Budget: ~
. CP
~
-Q
CR
cl)
~
IV. Educate New*pape r Opinion Creators with a Series of
Editorial noard Meetings.
STS
~
Summary: Continue ongoing key opinion leader educational
outrench program, while identiiying and expanding program to
key national, state/state capitol and local newspapers.
Status:
o Continuation of briefing and educational outreach
to more conservative, anti-regulatory media.
o Pending, subject to lawsuit.
FET
_M.._.
Summary: Focus on hometown (district) newspapers of key
legislators (well-crafted letter w/good package) and some
bigger newspapers.
Status:
o Pending. Task force to discuss company positions
on dissemination of materials, given push back of Aihite Kouse
release date of health-care reform package. However,
continuing to finalize materials and will look to drop date in
near future.
o PM/RJA/Ti to divide media lists for cover letters
and follow-up phone calls requesting opportunity to respond to
health-care reform propos,als before papers editorialize.
. ~
.,;
tn
~
00
1
_Project Message_
50 Million Smokers
-7/6/93
Lead Responsibility: PM:
RJR:
ETS FET
Time Line:
-Review week of April 18, 1993
Description: Key talking points: (develop)
-Develop "class war" stressing the impact of FET on lower income people.
-Use LuLac data, Randolph Institute data regarding Hispanic/African-Americans
i
Action:
~
~
Budget: ~
~
G`?
CC~
~
_Project Message_
Canada Tobacco Model a Myth
-7/6/93
Lead Responsibility: PM:
RJR:
ETS Q FET
Titne Line:
-Review week of April 18, 1993
Description: Key talking points: (develop)
S
Action:
-Consider expanding to other countries.
-Philip Morris working
C>
Budget: ~
~
~
~
*-Project Message
Courtesy and Common Sense
-7/6/93
Lead Responsibility: PM: Lance Pressl
RJR: Tom Harris
ETS FET Q
Time Line:
-Review week of March 22, 1993
Description: Develop talking points
Action:
-Clark Judge
~
Budget: ~
GO
Crrt
CO
` w3
~
._Project Message_
Hurts Employees
-7/6/93
Lead Responsibility: PM:
RJR:
ETS O FET
Time Line:
- Review week of April 18, 1993
Description: Key talking points (develop)
Action:
Budget: ®
~
cr~
~
Fr ~
~
*-Project Message_
Tax Regressive
-7/6/93
Lead Responsibility: PM:
RJR:
ETS Q FET
Time Line:
-Review week of April 18, 1993
Description: Key talking points (develop)
Action:
-Factor in EPI data.
-Need to build counter to Earned Income Tax Credit.
Q
~
Go
Budget: ~-'
. ~
~
~
Project Message_
~ Breeds Corruption and Black Market
-7/6/93
Lead Responsibility: PM:
RJR:
ETS Q FET
Time Line:
-Review week of April 18, 1993
Description: Key talking points (develop)
Action:
Budget: ~
~
~
~
~
~
~
_Project Speeches_
Inventory of Speeches
-716193
Lead Responsibility: PM: Craig Fuller
RJR: Tom Griscom
ETS FET
Tirne Line:
-Ongoing - Review June 1, 1993.
Description: PM and RJR to closely coordinate assignments to deliver
a consistent message on each speech that is written.
Action: Responsibility:
Tab 3:
~C'onsumer Outreach - Consumer Data Base
-Insert for redemption packages
C'onsumer Outreach - Redemption Stuffers:
-Card on ETS
,
-Card on Federal Excise Tax
PM/RJR - in house
PM/RJR - in house
PM/RJR - in house
Tab 4:
Business Outreach - Direct Mail to CEO's
-CEO/CEO letter PM/RJR - in house
-Attachment with accommodation program PM/RJR - in house
description and information on how PM/RJR
can help.
Business Outreach - Business Roundtable:
-Letter for advising BRT members of threat Burson-Marsteller
to business posed by EPA/OSHA indoor
air regulation.
-Talking points for discussions with BRT members.
-Fact sheet.
-716193
Business Outreach - Chambers of Commerce:
-Basic speech, ETS
-Basic speech, excise tax
-White paper, ETS
-White paper, excise tax
-Speech for Jim Miller (T)
-Op-ed for Jim Miller (T)
-Talking points for NY meetings with
executive directors
-Press kit for executive directors
Business Outreach - National Association
of Manufacturers:
-Letter to NAM members
-Speech or testimony for senior NAM officials
-NAM fact sheet
Tab 5:
Advocate Outreach - Mass Mailing_
-Letter with appeal
-Self-mailer to send to Members
of Congress
Advocate Outreach - Volunteer "Advocates"
-Phone bank script (Done)
-Direct mail letter to go to activists
Tab 6:
Grassroots Effort - Employees:
-Communiqu6 from MAM, WIC or other senior
executive to, at a minimum, operating company
managers and employee groups contacted by
Jay Poole as of 3/6/93
Grassroots Effort - Sup lp iers:
-Letter to senior officer in supplier companies
(re: ETS and/or excise taxes)
Inventory of Speeches
(Continued)
Responsibility:
Clark Judge
Clark Judge
Clark Judge
Clark Judge
Burson-Marsteller
Clark Judge
PM/RJR - in house
PM/RJR - in house
PM/RJR - in house
PM/RJR - in house
-716193
Grassroots Effort - Accommodation
-- Hospitality/Industry:
-Letter to industry leaders
-Talking points for discussions with
industry leaders
-Fact sheets on economic impact studies
Grassroots Effort - Accommodation -- Airport:
-Letter
-Talking points
-Fact sheet
Inventory of Speeches
(Continued)
Grassroots Effort - Accommodation -- Workplace:
-Model policy statement
-Fact sheet on technical recommendations
for upgrading ventilation systems
-Case studies for publication
Tab 7:
Government Affairs - Elected Officials:
-Letters for contacting officials outside Washington
-Talking points for staff to staff contact
-Talking points for appropriate senior executive to
official contact
-Letter for officials outside of Washington to send
to Federal officials
-Talking points for officials outside of Washington
to use in discussions with Federal officials
Government Affairs - Governors:
-Speeches for governors
-Talking points for governors
-White papers for governors
-Fact sheets for governors
Responsibility:
PM/RJR - in house
PM/RJR - in house
PM/RJR - in house
PM/RJR - in house
PM/RJR - in house
PM/RJR - in house
PM/RJR - in house
PM/RJR - in house
Clark Judge
-7/6/93
Inventory of Speeches
(Continued)
Responsibility:
-Talking points
-White papers
-Fact sheets
-Follow-up letters
Tovernment A.ffaix
-Talking points
-White papers
-Fact sheets
-Follow-up letters
Government Affairs - Member Assignments:
-Talking points
-White papers
-Fact sheets
-Follow-up letters
Government Affairs - Coordination with
Tobacco Coalition:
-Letters to senator
-Talking points for meetings with Senators
Tab 8:
Labor - Strategy -- Tax:
-Talking points for PM/RJR call on president
of BCT
-Letter for president of BCT to members
-Sample letter for members to send to Congress
and White House
-Talking points for president of BCT in meeting
with Lane Kirkland and other labor leaders
-Phone bank scripts for appeal to members
Tab 9:
TI Coordination - TI Lobby Plan:
-Nothing
PYoject Speeches
~ ETS Speech
-7/6193
Lead Responsibility: PM:
RJR: Clark Judge
ETS FET O
Titne Line:
-For review April 18, 1993
Description: Themes (develop)
S
Action:
~
~
~
Budget: 00
crt
~
~
. ~
~ Inventory of Speeches
(Continued)
-7/6/93
Responsibility:
TI Coordination - TI Educational Packet:
-Information kit
-White papers
-Talking points
Tab 10:
Science. Publicly Challenge EPA Science:
-Press conference statement Clark Judge
-Open letter to the new EPA Administrator
- Press release for press conference
Science - EPA to Reexamine ETS Study:
-Fact sheet on paper arguing for reexamination
of ETS at EPA
Alk,cience - Science Spokesperson:
-Speeches for spokesperson
-Talking points for spokesperson
Science - Presentation to OSHA on ETS:
lark Judge
-Script for presentation RJR
Tab 11:
Research - Studies:.
-Press releases announcing study findings
-Press conference statements
-Fact sheets based on studies
Research - Position Papers:
-White paper on ETS
-White paper on excise taxes
Research - Niagara Institute: ~
-Report on tobacco issues in Canada ~
-Statement by Institute director C~3
-Press kits
~
-~
~
~
Inventory of Speeches
(Continued)
-7/6193
Responsibility:
Tab 12:
Legal - Growers' Law Suit:
-Nothing
Legal - Briefings on ETS:
-Talking points, CEO/CEO
-Letter, CEO/CEO
-Talking points, General Counsel/General Counsel
-Letter, General Counsel/General Counsel
Tab 13:
Media/Communications - Press Package:
-Press kit on ETS
-Press kit on excise tax
MPdia /Communications - Plan Ad Cam,paig_n_
WAd copy
Media/Communications - Radio Talk Shows:
-Talking points for briefings Clark Judge
-Fact sheets for briefings Clark Judge
Media/Co munications - Promote Speakers
in Local Markets:
-Letter to set up speaking engagement
-Talking points for calls setting up engagement
-Press release announcing engagement
-Speech for speaker Clark Judge
Media/Communications - Television Interviews
-Talking points for interviews Clark Judge
-Press kits Clark Judge
Inventory of Speeches
(Continued)
-716193
Responsibility:
Media /Communications - Press Briefings
-Talking points
-Press kits
M dia/Communications - Editorial Boards:
-Talking points
-Press kits
Tab 14:
Message - 50 Million Smokers:
-Talking points
Message - Canada Tobacco Model a Myth:
-Talking points
Message - Courtesy and Common Sense:
0 -Talking points
Message - Hurt Employees:
-Talking points
Message - Tax Regressive:
-Talking points
Tab 15:
Speeches - ETS Speech:
-Themes statement
-Speech
Speeches - Junk Science Speech: Clark Judge
Clark Judge
-Speech
Speeches - Economic Conseduences: DONE
-Themes statement
-Speech Clark Judge
Clark Judge
d
~
00
~rr
-7/6193
Speeches - Excise Taxes:
-Themes statement
-Speech
Speeches - Canada and the Black Market:
-Themes statement
-Speech
Speeches - Basic Speech
-Themes statement
-Speech
Budget:
Inventory of Speeches
(Continued)
Responsibility:
Clark Judge
Clark Judge
Clark Judge
Clark Judge
Clark Judge
Clark Judge
~Project Speeches_
Junk Science Speech
-7/6/93
Lead Responsibility: PM: Jim Ramsay
RJR:
ETS FET 0
Time Line:
-Completed
Description: Speech theme: puts ETS in context of other government scientific
blunder (e.g. Alar, chlorination of drinking water, showers)
`Speech on file - can be altered/updated to fit specific audience.
Action:
-Speech revised for general use. Finished draft available 4/15/93.
-Two versions - one for PM speaker, one for a 3rd party speaker
created on 4/12/93
-Speech developed for MAM 2/93.
~
4
~
Budget: ~~
CD
. ~
Project Speeches
Economic Consequences
-7/6/93
Lead Responsibility: PM:
RJR: Clark Judge
ETS 0 FET
Tisne Line:
-For review April 18, 1993
i Description: Themes (develop)
40
Action:
~
a
Budget:
CY.~
CD
~
Project Speeches
~ Excise Taxes
-7/6/93
Lead Responsibility: PM:
RJR: Clark Judge
ETSQ FET^
Time Line:
-For review April 18, 1993
Description: Themes (develop)
S
Action:
Budget:
Project Speeches
~
Canada and the Black Market
-7/6J93
Lead Responsibility: PM:
RJR: Clark Judge
ETSQ FET
Time Line:
-For review April 18, 1993
Description: Themes (develop)
Action:
~
~
Bttdget: O!`
G~!
~
~
. Project Speeches
~ '
Baszc Speech
-7I6/93
Lead Responsibility: PM:
RJR: Clark Judge
ETS FET
Titne Line:
-For review April 18, 1993
Description: Themes (develop)
.
Action:
~
©
Budget: Oc
. ~
W
G~
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