Philip Morris
PM 21 External Plan
Fields
- Type
- AGEN, AGENDA
- Area
- DONOHUE,CHRIS/OFFICE
- Characteristic
- CONF, CONFIDENTIAL
- DRFT, DRAFT
- Named Person
- Byrne, J.
- Carraro
- Frish
- Greenberg
- Han
- Koch, W.
- Kur, R.
- Roberts
- Seda
- Spector
- Summa, K.
- Temple
- Tovar
- Wollenberg, S.
- Document File
- 2071906428/2071906456/Missing
- Named Organization
- Abc News
- Advertising Age
- Adweek
- Ap
- Bloomberg
- Brandweek
- Burson
- Businessweek
- Cavuto Business Report
- Cbs
- Cnbc
- Cnn
- Dow Jones
- Fox
- Man
- Moneyline
- Nbc News
- Nightly Business Report
- Npr
- Opcos
- Pbs
- Photoexpress
- PM
- Pm21 Strategy Team
- Pmmc, Philip Morris Management Corp
- Power Lunch
- Pr Newswire
- Reuters
- Speakers Bureau
- Usa Today
- Litigation
- Feda/Produced
- Site
- N331
- Date Loaded
- 06 Feb 2002
- UCSF Legacy ID
- gwg27d00
Document Images
J
11:00 pm PM21 Strategy Team conference call
(continue on as needed basis)
(Han/G reen berg/Spector)
10/14 SateUite media tour key local markets (Frisch)
10/14-15 Follow-up interviews with weekly trade publications (i.e. Advertising
Age, Adweek, Brandweek) (Roberts)
10/14-31 One-on-one briefings/interviews with key columnists including PM
spokespeople, ad participants, analysts, and grantees
(Temple/Carraro)
Confidential draft for discussion purposes only
10/12 PM21 strategy team conference call to evaluate USA Today orAP
11:15 PM story - finalize key message for 10/13
10/13 PM21 Strategy team conference call
8:00 AM (Han/Greenberg/Spector)
8:30 am National news release distributed on PR
Newswire; website opened with ad scripts/background
(Roberts)
8:30 am Radio Talk Show alert offering guests
(SedalTovar)
9:00 am Begin hand delivery of press kits/takes to key
NY/DC media (B/M)
9:00 am Begin contacting/booking key one-on-one
network radio interviews (Temple)
(NBC, ABC, CBS, NPR)
9:30 am Begin contacting/booking key one-on-one wire
service interviews (Carraro)
(AP, Reuters, Bloomberg, DowJones)
10:00 am Book PM spokespeople for cable business shows
(CNN `Moneyline,' CNBC 'Power Lunch,'
FOX 'Cavuto Business Report,' PBS 'Nightly
Business Report) (Carraro/Frisch)
10:00 am AP PhotoExpress distribution of stills from ads &
website homepage (Burson)
12:30 pm/ . One-on-one interviews with key print/television
5:00 pm media (including weeklies on deadline, i.e.
BusinessWeelc) (Roberts/Carraro)
1:30 -2 pm B-roll satellite feed (Frisch)
1:30 pm/ Satellite Tour of key television markets
6:30 pm (one-on-one interviews) (Roberts/Frisch)
7:00 pm 2"d B-roll satellite feed (Frisch)
7:00 pm Overnight mailing to editorial boards
(press kits, ads) (Burson)
Confidential draft for discussion purposes only
/
PM 21 EXTERNAL PLAN
I. Groundwork
Speakers Bureau
Field Activities/Contributions
Firestorm/Constituencies
It. AdvertisingdWebsite Launch Media
Strategy
Pro-actively promote PM spokespeople to all media outlets to discuss the
advertising & website in the context of PM21 messages; provide the media
with background information
SAMPLE TIMELINE
10/06 Communications conference calVbriefing
M.A.N., PMMC
10/11 pm Overnight Press kits (tapes - beta + VHS)
M.A.N., OpCos
10/4- Contact USA Today (Wendy Koch) on exclusive opportunity
10/12 (considering AP Skip Wollenberg)
for advertising/website/PM21 story for 10/13/99
Additional
Keith Summa (ABC News)
Bob Kur (NBC News)
John Byrne (BusinessWeek)
10/11-12 Embargoed background briefings for weekly advertising trade press
(Advertising Age, Adweek, Brandweek)
Confidential draft for discussion purposes only
