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I ~ 19.vJUN.1997 1 16'5H PM SCIENTIFIC RFFRIRS HONG KONGlW, NO.459 -P.2ic~~ SPINDLER & ASSOCIA'1'F S Straregic Comir+unications Con,Ul[ants (Draft 2 : 1/5/97) CONFIDEV'i'IAL "THE ASEAN SCIENCE REPORTING AWARDS" An outline proposal for the establishment of a media awareness and education programme to promote good science reporting in the ASEAN region Prepared by Spindler & Associates Co., Ltd. I May, 1997

NO.45J PM SCIENTIFIC RFFRIRS HONG KONGiu, - 16.~ UN. 1JJ7 ` 16: 50 SPINDLER & ASS0CIATI+,S Strategic Communicadcans Con.~ylUints A. Background : 1. This outline proposal has been prepared by Tulian Spindler, with important contributions from Mr Musa Scully, at the reqtrest of Dr Roger Walk, Scientific Affairs, AsialJapan/Australia. 2. It is intended to provide the relevant PM management with sufficient information to decide on the merit of iaunching a media awareness and education programme to promote good science reporting in the ASEAN region. 3. This progranzme initiative szems from a brief presentation on a"Science Journ.alism Award" made by Julian Spindler at the 1996 Regiona.l Corporate Affairs Conference and is one of the communications components in the Scientific Affairs Plan Asia 1996/97, 4. The ASEAN region has been identified as the most appropriate tar,c:t area based on PM's experience with the ASEAN Art Awards, business, budgetary and Scientific Affairs considerations. At present ASEAN has 7 member s-tates, However, this is likely to increase to 10 in [he near future. This expansion of ASEAN has significant budgetary implicatiotls for the programme. -2-

` 16 . JUN. 1997 ! 16 '50 4 PM SCIENTIFIC AFFAIRS HONG KONQIU, B. Rationale ; NO. 459 -P . 4i ~~ 1. Dr Walk empiiasised the importance of the accurate reporting of scientific issues in the media at an earlier PM corporate affairs meeting in Hong Kong. 2. The majority of the media in the Asia-Pacific region lack the Specialised human resources required to accurately report on complex scientific topics. This often results in a distortion of public perceptions of sucil topics, a failure to expose or question "bad" science and the inadequare application of "good" science in the regulatory environmenc, 3. In the context of S&H issues, this lack of expertise in scientific reportina has an on-going, negative impact on the corporate business environnient. C. Programme objective : 1. To improve the quality of reporting on scientific issues in the ASEAN region. D. Programme strategies : I. Launch an "ASEAN Science Reporting Awards" prograrrmme which will provide incentives in terms of cash prizes and public reco~gnition to encourage ASEAN journalists to improve the quality of their reporting on scientific issues. -3-

16{JUN.1997 16 50 PM SCIENTIFIC RFFRIRS HONG KONG"' NO.459 SPINDLER & ASSOCIATES Scrategic Cornmuniciirions Constil(,i»cs 2, Create an educational/training component within the Awards pro~~~'aci~me to provide selected ASEAN journalists with the opportunity to up-r;,tde their scientific reporting skills. 3. Publicly position the Awards programme so that it is seen to be promoting greater public awareness of, and interest in, scientific developments in the respective ASEAN countries. E. Programme structure : 1. This structure has been designed to achieve the programme objectives across the ASEAN region with the lowest possible investinent. 2. However, if budgetary considerations preclude at this cime a region-wide programme, the structure could be adapted for implemnta.cion at the national level in one or more individual ASEAN member states. 3. The proposed structure is as follows : • The prograznme will commence with "The 1997 ASEAN Science Reporting Awards" and thereafter be conducted on an annual bttsi5. This will require a multi-year budget commitment. -4-

! - 1b.3UN.19J7 "16 58 pf 4 SCIENTIFIC RFFRIRS HONG KONC`v' I`iU. r4ZX-;' SPINDLER & ASSflCIATrS Strategic Communications C0i1sulrunts • The Awards will be publicly positioned as being "supported by the Philip Morris Group of Companies in co-operation with ..,.. (regronallinternational co-sponsoring organ3sations)". We do not propose that PM claims full ownership of the progranlnie as in the "Philip Morris Group of Companies ASEAN Art Awards," since good corporate citizenship positioning is a side benefit rather tban an objective of the Science Awards. •'F'he Awards will be a single-tier, regional competition open to nationals of all ASEAN countries. Entries will be submitted to receiving certtres in each ASEAN country where they wi i 1 be translated into English and forwarded to the Regional Judging Commi.ttee. This Committee will be comprised of 5-7 members representing the sponsoring organisations and including distinguished professional Journalists and scientists. The Committee will include both ASEAN and non-ASEAN nationals. • The Committee will select the best entry from eac.h ASEAN coUntry (either 7 or 10 countries). Each winner will receive a trophy, a s: z5h prize of US$ 5,000 and an all expenses paid invitation to tiZe Awards Ceremony. • Co-sponsoring organisations will be identified at the regional/ international levels. -5-

16.;~UN.1997 16 51 PM SCIENTIFIC AFFAIRS HONG KONG"• NO.459 F SPINDLER & ASSOCIATES Strategic Coramunications ConsLilzants • The Confederation of ASEAN Journalists (CAJ), which has a track record of training activities, is identified as one of the tnasr appropriate co-sponsors, along with the ASEAN Secretariat, the ASEAN COCI (an ASEAN Secretariat Standing Committee linking ASEAN media) and possibly the ASEAN Newspaper PUblishers Association. • The CAJ has a number of partner organisations which have supported its training programmes. These include the Asia-Pacific Foundation of Canada, the Asian Mass Communication Research and Information Centre, Singapore, the Foreign Press Centre of Japan, the International Institute for Journalism, Berlin, the Friedrich NaumZ1n11 Foundation, and the Asian Institute of Development Cornmunications. These oraanisazions need to be further researched to assess their usefulness, particularly as educational resources. To this list should be added the Reuters Foundation. • The Awards will be limited to print journalism in the first insta.nce for budgetary considerations. • In conjunction with the annual Awards Ceremony, a two-day Science Reporting Training Seminar will be organised for workin,,- joilrnz?i5ts from the country in which the Awards Ceremony is to bt held. -6-

I 16.JLJN.IJJ7 16 51 PM SCIENTIFIC RFFRIRS HONG KONC-+zv• NO.459 P.8i29,; SPINDLER & ASSQCIA'1`f?S Strategic Communicarions Consultancti Dependin,- on the size of the host country, from ! 0 to 30 journaZ1i5t5 wi11 be invited to attend the Setninar foilowin~ nomination by their Editors. • The location of the Awards Ceremony and Seminar will be rotarecl among the ASEAN countries. • The 7-10 ASEAN Science Reporting, Awardees will be invited to attend the training seminar but simultaneous translation will only be provided between English and the host country language. + The developnment of the trainin-c., seminar will require profession,azl inputs from both scientific and journalism educators. Tt should 11sc 2 days and include a visit to a scientific institution followin.,T tivhieh participants will be asked to write an article as a case sttidy. • A likely overall structure for the Awards Ceremony and Serninar would be ; Day 1 : Participants arrive (p.m.) Welcome dinner (p.m, ) Day 2 : Seminar starts (a.rn.) -7-

16.,JUN.1997 `16: 51 PM SCIENTIFIC PFFPIRS HONG KONG,iU, NO.459 P.9i29j SPINDLER & ASS4CIATh.S Strateaic Cornmunicatic~ns Cc~nyu Irunrs Visit to scientific institution (p.rn.) Gala Awards Ceremony dinner (p.m.) Day 3 ; Seminar continues (a,m.) Seminar ends (p.m.) Farewell dinner optional (p,rri..) Day 4: Participants depart (a,m.) • A tentative schedule for the launch of the ASEAN Science RepurtirtS Awards is as follows : •July/August, 1997 ; Public launch of the 1997 ASEAN Science Reporting Awards. Entries are eligible if they appeared in print after LI1197. •December, 1997 ; Deadline for submission of entries to respective national secretariats, •January, 1998 : Judging •Febrntary, 1998 : Awards Ceremony and Trainina Seminar •March, 1998 : Announcement of 1998 Awards -8-

NO.459 PM SCIENTIFIC AFFAIRS HONG KONCJU, ` 16._JIJN.19971116'52 SPINDLER & ASSOCIATES Strategic CoMuiunications Con.wItunts • Publicity, both to encourage participation and tU give ptthlic recognition to the awardees, will be undertaken using acivertisitl g, press releases, direct mail and posters to minimise co5ts. F. Organisational Structure : I. As an initiative of Scientific Affairs, thE Awards prograrnine and training seminar will be under the overall responsibility of Dr. Walk. However, since Scientific Affairs does not have the hurnan resources required for the development and administration of the programme, it is proposed that a Programme Secretaria.t be established by Spindler & Associates, with Mr. Musa Scully retained as a Senior Consultant. 2. The Programme Secretariat will be responsible for the following activities ; • Overall programme development and implementation, • Identification and acquisition of co-sponsors. • Preparation of Awards materials including entry rules and regulations, master publicity materials (press release, posters , advertisements, direct mail), draft judging criteria etc. -9-

16. 7UN. 1997 '`16 '52 PP*1 SCIENTIFIC AFEAIRS HONG KONGtu, NO.459 - P.11!29 SPINDLER & ASSOCIATES Strarrngic Communications Con,ulraizcs Coordination with national-level Awards Secretariats in each part2cipating ASEAN country,The national-level Secretariacs will be responsible for implementing the programme in their respective countries including ].ocalisation of all Awards materials, managing and translating entries and conracCS wiCh the Awardees. ~ In those ASEAN countries in which PM maintains a staf r Corporate Affairs capability it is proposed that PM Corporate Affairs fulfills the national-level Secretariat function. In all other ASEAN countries Spindler & Associates will appoint a qualified external consultancy drawn from our Rowland Worldwide or Fleishznan-HilIard networks, or undertake the work otirselves (e.g. in Cambodia, Lao PDR and Burma, when they join ASEAN). • Identification and nomination of members of the regional Awards Selection Committee. Managing the activities of the Awards Selection Committee. - Identification of suitably qualified institutions/individuals to develop and implement the Training Seminar. -I0-

16.JUN.1S97 '16:52 FM SCIENTIFIC RFERIRS HONG KONCi+.v. NO.459 -_P.12iz9 1 J SPINDLER & ASS0CIATrS 5tracegic Commun'scutions Consultants • Qverall responsibility for the Awards Ceremony and Tfaining Seminar, including detailed event management if the first one is held in Thailand, or liaison with PM Corporate Affairs( External Consultancy if it is held in another ASEAN country. • PrograrnFn.e evaluation and report. G : Indicative Budget : l. This indicative budget has been prepared as a guideline for planning purposes only. The expansion of ASEAN from 7 to 10 members will be decided at the end of May, 1997 and this will have an impact on the programme costs. Two other factors have significant cost implications, namely, the degree to which internal PM Corporate Affairs resources are used in each country, and the development costs for the training seminar. May-December 1997 (all figures in US dollars) Item : ASEAN 7 ASEAN 10 1. Programme development 24,000 24,000 (May-July) -11-

16.,TUN.1997 16:52 PM SCIENTIFIC RFFRIRS HONG KONG{v. NO.459 P.13i29 . 11 SPINDLER & ASSOCIATES Strategic Coinmunic;uions Consultains 2_ Item : Public launch (assuming use of P1vI ASEAN 7 35,000 ASEAN 10 50,000 3. Corporate Affairs resources) @$5,000 per country Training seminar development 50% 7,500 7,500 4. Programme Secretariat 25,000 25,000 5. (August-December) @ $5,000 per month Miscellarieous expenses (telecom, 10,000 10,000 travel - May-December) Total $101,500 116,500 January-December, 1998 (alll figures in US dollars) Item : ASEAN 7 ASEAN 10 1. Judging (travel, accommodacion, 15,000 15,000 honourariums) -12-

NO.459 =P.14ic 15.JUN.1S97 16:55 PM SCIENTIFIC AFFAIRS HONG KON6`' SPINDLER & ASSOt;IATk S Strategic Conirriunicarlon:; Consuliw3rs Itern : ASEAN 7 ASEAN 10 2. Training seminar development 50% 7,500 7,500 3. Prizes and trophies 35,700 51,000 4, Awardees (travel, accommodation, to 8,050 11,500 5, attend Award Ceremony) Training seminar (30 parta.cipanes, 22,000 22,000 travel, accommodation) 13, 3a- 6. Seminar leaders (3, travel, accommodation, 13,500 5,5;0{l0 7. honourariums) Programme Secretariat (ran-March) 45,000 45,000 8. Ciib$15,000 per month Awards publicity (Feb : Advertising, PR) 21,000 30,000 9. @$3,000 per country Public lunch 98 Awards (March : Using 28,000 40,000 PM Corp. Affairs) @$4,000 per country -13-

16-JUN.1S97 `16:55 PM SCIENTIFIC RFFRIRS HONG kONC'`V.V, NO.45J - P.15i29 . ~~ . SPINDLER & ASSOCIATES S trategic Communications Consuiu1nrs 10. Rem : Programzn.e Secretariat (April-Sept.) ASEAN 7 18,000 ASEAN 10 13,000 11. C3$3,000 per month Programme Secretariat (Oct-Dec) 15,000 I5,0()0 12. C $5,000 per month Miscellaneous expenses (telecom, 1 U000 I 5 {? travel - Jan-Dec) Total $ 2,43,750 253.500