Philip Morris
Philip Morris International, Inc. Corporate Affairs' Presentation
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PHILIP MORRIS INTERNATIONAL, INC.
CORPORATE AFFAIRS'
PRESENTATION
APRIL 23, 1991
PMII CORPORATE AFFAIRS
MISSION: To set general Corporate affairs guidelines.
To build international political alliances
with those sharing our interests.
To monitor political developments with actual
or potential impact on our business.
To facilitate the internal and external flow
of all pertinent information.
To support and complement regional and market
Corporate Affairs planning and execution.
APPROACH: Aggressively taking advantage of all
opportunities to defend our interests.
Avoidance of confrontational tactics which,
given the present public perception of our
industry, tend to be detrimental to our
position.
PMI CORPORATE AFFAIRS
DEPARTMENT FUNCTIONS
o Media Affairs
o Internal Communications
o External Communications
o Issues Management
o Information Management
o Public Relations
FUNCTION: MEDIA AFFAIRS
Objectives: - Achieve favorable and balanced
editorial and story coverage
Improve perception of PMI and our issues
among:
o Media
o Politicians
o Business sector
o Unions
o Employees
- Ensure availability of PMI executives
and spokespeople
Plan: - Manage media inquiries (reactive):
o Evaluate pro/con
o Determine proper response
o Prepare executives
o Monitor interviews
o Follow-up
Develop and update standard responses
Conduct media briefings/editorial board
presentations (pro-active):
o Identify appropriate
publications/reporters and timely
issues -- Business or issue driven
o Program materials
o Feature PMI/PM executives
USCEA Media Activities
o Establish procedures for media
inquiries
o Appoint and train additional
spokespeople
Consumer and other inquiries.
o Develop standard responses.
Media development programs:
0 Maintain media log
o Cultivate media via:
Regular distribution of PM
information
Invitations to cultural and
sporting events
Sponsor events such as:
Financial Writers' Association
of NY
Provide PM executives to
address key groups
o Membership/ participation in media
organizations
Assist Regions in U.S. with their media
needs
General:
o Media training for PMI Executives
and CA staff
o Establish policy for Regions on
dealing with Public/student
inquiries
o Build up bank of standard response
letters
MEDIA CALLS 3/2/91 -- 4/19/91
Media Topics
o
0 Knight-Ridder News Service
"Los Angeles Times" U.S. Cigarette Exports
U.S. - Korea
0
Paine Webber Tobacco Trade
Soviet Tobacco
0 "Chicago Times" Leo Burnett-International
0
"Tobacco Reporter" Ads
East Europe/
0
Media General Group Germany
U.S. Cigarette
0
"Army, Navy and Exports, T/N Levels,
Warnings
Sales to U.S. Forces
0 Air Force Times"
"Corporate Finance" in Gulf
Dresden
0 "Washington Monthly" PMI in Africa
0 "European Paper" PM in Europe
0 "Forbes" PM Mexico and Cigatam
0 "EuroMoney/Corp. Finance" PMI Profile and CFO
r1%)
0 Institute for Policy Studies PM and Philippines C!7
0
0
0
WFAE Radio
PMI Exports
Russia H
NY
r1a
, ~
H
~
0 "Le Figaro" M. Miles
Media Topics
o "Business Magazine" International Ad
Campaigns
o "Wall Street Journal Ads in East
Weekly Report" Europe
o "New York Times" RJR Joint Venture in
Mexico
o "Negocios" PM Ad Campaign
o "International Tax- EC Market
Free Marketing"
o "Le Nouvel Observateur" International Marketing
Marlboro
FUNCTION: Internal Communications
Objectives: - Inform Regions so they can develop their
own preemptive and responsive local CA
programs
Improve intra-company communications to
ensure adequate and timely information
flow to, from and across all Regions
Plan: - Issue "Issues Alerts" (pro-active and
reactive):
o Monitor and evaluate emerging
issues that impact business
o Provide information to and across
Regions, for example:
- EPA's Draft ETS report
- "De-Nic" cigarettes
- U.S. Supreme Court decision to
hear tobacco liability cases
- Waxman Hearings
- Canada Ad Ban
- KKK
- Act-Up
Share public information not readily
available overseas
o "Notable News"
o "TMA Daily News"
"Weekly Highlights"
o Compile, edit and distribute
Crisis Communications
Distribute PM Companies' materials
Disseminate President's "State of the
Business" letter to all employees
Disseminate PMI Rye Brook Employees'
Newsletter
Coordinate with U.S. Tobacco Institute
to distribute studies, brochures and
releases
Refine and strengthen relations with PM
operating companies
Issues training for PMI CA staff and PMI
Regional CA staffs
FUNCTION: EXTERNAL COMMUNICATIONS
Objective: Strengthen PMI relationships with foreign media
in U.S. and overseas
Status: Implementation limited by current vacancy
Plan: - Identify, develop and maintain relations with U.S.
based foreign journalists.
- Conduct issues briefings for foreign journalists.
- Apply and develop material for distribution to
foreign journalists.
- Manage foreign journalists' visits to U.S.
- Assist with Regional follow up of foreign
journalists visiting the U.S.
- Maintain relations with foreign diplomatic
corps in Embassies and consulates
