Philip Morris
Appendix E Outline Public Relations Programme for Dealing with the Ets Issue in the Airline Industry
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- 2501045114-5115 Boca Raton Action Plan: Status Report for the Period Ending 890131
- 2501045116-5141 Boca Raton Action Plan: Status Report Period Ending: 890131
- 2501045142 Appendix A
- 2501045143-5147 Appendix A Who / Iocu / Uicc: Strategies and Tactics
- 2501045148 Appendix B
- 2501045149 Appendix B Scientific Symposia
- 2501045150 Appendix C
- 2501045151-5171 Appendix C Aeroplane Smoking: Plain Facts About A Confused Issue
- 2501045172 Appendix D
- 2501045173-5176 Appendix D Restaurant Program
- 2501045177 Appendix E
- 2501045204 Appendix F
- 2501045205-5223 Appendix F the E.T.S. Battle the 890000 Programme for Balancing the Beliefs
- 2501045224 Appendix G
- 2501045225-5230 Appendix G Ets Marketing Clearing the Air: Marketing Plan for Test Market
- 2501045231 Appendix H
- 2501045232-5234 Appendix H New War Cry Against Smoking in the United States Enough Is Enough, Reply the Producers
- 2501045235 Nouveau Cri De Guerre Contre La Fumee Aux Etats-Unis Cela Suffit, Repliquent Les Producteurs
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Appendix E
OUTLINE PUBLIC RELATIONS PROGRAMME
FOR
DEALING WITH THE ETS ISSUE
IN THE AIRLINE INDUSTRY
CONTENTS
I SITUATION
II NEED
III KEY MESSAGES
IV BASIC PUBLIC RELATIONS STRATEGY
V KEY AUDIENCES
VI KEY MEDIA TARGETS
- COMMUNICATIONS SYSTEM DIAGRAM
VII METHOD
VIII BUDGET .
APPENDIX I
- selected pan-European media
APPENDIX II
- Key audiences
I SITUATION
o ETS debate focussed within airline industry
o Airline senior executives are sole decision-makers
o Bans imposed for perceived commercial and
'mistaken' passenger benefit
o Airline passengers are non-participants in
'invisible comfort factors' debate
II NEED
. o Generate ETS debate among wider professional
audience, especially business travellers
III KEY MESSAGES
o ETS is only one of a number of components of cabin
air which may contribute to passenger discomfort
o Invisible comfort factors (eg, cabin air quality
and air circulation) are the real issues for
passengers, not visible comfort factors (e.g. the
minimal ETS levels in aircraft cabins)
o Adequate ventilation systems are critical for
passenger comfort
o Passenger surveys do not justify bans
IV STRATEGY
o Raise the awareness of invisible comfort issues
(ie, the low-grade cabin air quality provided by
aircraft ventilation systems) amongst passengers
and third parties
o Define, for the airlines, how to deal with the
issue of invisible comfort
o Position Philip Morris as spokesperson for the
smokers' point of view
o Develop basic communications materials to prompt
third-party interest in ETS and airline cabin
comfort debate
V KEY AUDIENCES*
Primary
o Business executives, especially frequent travellers
Secondary
o Travel Agents
o In-House Business Travel Managers
o Secretaries/Personal Assistants/Secretarial
Associations
o Conference/Convention organisers
o Business, Management, National Press and Travel
Media (see Appendix I)
o Travel Agency Associations
eg Guild of Business Travel Agents (UK)
o Passenger Travel Clubs
eg International Airline Passengers Association
(IAPA)
* see Appendix II for further details
o Airline Clubs
eg Air France 'Club des 2,000'
o Airports Authority/Duty-free Shops/Ferry ports
eg Schiphol Airport Duty-free services
Heathrow (world's largest duty-free outlet)
programme could also target ferry ports such as
Dover the world's busiest ferry port
o Smokers organisations
o Other transport operators
- car rental companies eg Avis
- car ferry operators eg Viking Line (Sweden)
o Hotel Groups
eg Trusthouse Forte
o Management Clubs/Institutes
eg Dansk Arbejdsgiverforening (the Danish
management/directors' organisation)
VI MEDIA TARGETS
o Quality Business/Management Media
eg Business Week (Paris)
International Management Today (UK)
o In Flight/Airport Magazines
eg Schipholland (Holland)
Airport (UK)
Ulisse 2000 (Alitalia)
o Business Travel Publications
eg Business Traveller (International)
o Conference magazines
eg Convention International
o Aviation journals
eg Flight International
o Pan-European/International media
eg International Herald Tribune (Paris)
Financial Times (London)
Wall Street Journal Europe (Brussels)
0
Nationals (Press, TV and Radio)
- feature writers
- aviation correspondents
- travel editors
- technology correspondents
- business correspondents
o Hotel magazines
eg Forte (Trusthouse Forte)
o Consumer travel journals
eg Holiday Which (UK)
o Marketing Press
eg Marketing Week (UK)
VII METHOD
o MEDIA MATERIALS
o Position paper (approved?)
o Produce detailed information briefs on:
- on aircraft ventilation
- cabin air quality
- attitudes to airline smoking bans
- smokers rights issues
- ETS
- Philip Morris
to be used in conjunction with
- for travel agents
- basis for feature articles
for hand-outs at speaking platforms
(see speaking engagements)
