Tobacco Documents Online

Team Members: * Axel Gletz [?] - RJR * Keith Gretton - BAT (Chairperson - tbc) * Dr. Volker Hausen - Reemtsma * Helene Lyberopoulos - Philip Morris (Chairperson - tbc) * Jacqueline Smithson - Rothmans NB: Consideration should be given to the allocation of a dual Chairmanship of the Co-ordination Support Team based on a geographical division- One possible division is: European Union UK and Eastern Europe Africa and Middle East In addition these Chairpersons should have responsibility for acting as the point of contact with the global Regional Co-ordinators in Asia,Australia, USA & Canada and Latin America. These roles are to be confirmed.2z5 Burson-Marsteller arranged this elaborate structure to ensure a coordinated and timely response to the IARC study if the results were leaked earlier than anticipated- Regional PM management also underwent "IARC Simulation" response exercises in 1997.Z26'22' The extensive preparation across the industry is in marked contrast to the first public manifestation of the industry's interest in the IARC study, for which only BAT was suspected to have fueled the Sunday Telegraph article. Using the media PM realized the industry needed to use the media to promote the industry's position because there was "no industry credibility."228 The industry's economic interests and past battles in tobacco control did not make them appear as an objective source of information. The avenues explored by the industry for public communications ranged from creating a third-party forum for the industry, speaking out directly as the industry, or communicating the industry's viewpoints through receptive journalists. For the IARC study, the latter seems to have been the most productive route. PM wanted to communicate its messages to policymakers and sought to publish articles in reputable journals. The industry would not directly author these articles, because the industry lacked credibility. In May 1994, PM sought to place articles communicating the industry's messages in reputable journals: The objective is to identify what we're loosely referring as "soft science" journals, such as `Science" and "Nature", (not Lancet, JAMA, etc.) where we could hope to place articles on GEP [Good Epidemiology Pracnces; described below in this chapter], sound science, criticisms of ETS smdies, etc. This middle strata of publications would be those accessible (read comprehensible) to policy makers and opinion leaders who we would hope to reach indirectly with our messages. This is an important element in the IARC canmunications plan. The geographic scope should capture good journals in any major PMI market, not only Europe. We should also try to identify writers who might publish in said publications so we can get their pieces into these lay journals.229 CONFIDENTIAL DRAFT - Do Not Distribute 59 ~ 00

Ii. DEVELOPING AND IMPLEMENTING A COMPREHENSIVE MEDIA RF_LATIONS STRATEGY. As a follow-up to the launching of TASSC, APCO will implement a comprehensive media relations effort which would include the development of a TASSC Public Information Bureau. The primary objective of the TASSC Public Information Bureau is to (i) maximize coverage of the coalition; (ii) disseminate key messages of the coalition; and (iii) maximize the use of TASSC and its members into Philip Morris's issues in targeted states.... nI. ASSISTANCE TO REGIONAL DIRECTORS IN TARGETED STATES APCO will assist the Regional Directors in states targeted by Philip Morris. This includes utilizing TASSC as a tool in targeted legislative battles, developing and/or working with other coalitions and grassroors groups, and implementing approved campaign tactics and efforts.... PROPOSED FEES The proposed fees for each level of assistance is as follows: I. Expanding and overseeing TASSC and its programs. Fee of $20,000 per month, plus appropriate out-of-pocket expenses. In addition to this fee, we will bill an additional amount of 55,000 to compensate Garrey Carruthers. il. Developing and implementing a comprehensive media relations strategy. Fee of $15,000 per month, plus appropriate out-of-pocket expenses. If there are special media- related projects beyond what currently is anticipated we will provide a special budget for your approval.- - III. Assistance to PM's Regional Directors in targeted states. APCO is currently under contract for 512,500 per month to respond to the needs of Regional Directors. We hope to work with Tina Walls to understand the number of states targeted for 1994 and the level of assistance required in these states before a final proposed fee can be established202 TASSC was developed and managed by APCO Associates public relations firm, so that PM could obtain maximal utilization of a third-party coalition criticizing science for its legislative battles. TASSC's press releases reported its activities covered a variety of "distorted" scientific problems from silicone breast implants to electromagnetic fields.204 TASSC's high-profile affiliations included chairman Garrey Carruthers (former Republican governor of New Mexico, and former professor of agriculture economics), Advisory Board members Bernadine Healy (former director of US National Institute for Health), Bruce Ames (University of California, Berkeley professor), and former Republican Oklahoma congressman Mickey Edwards (chairman Advisory Board)2O`r206 and representatives from corporations like Chevron, General Motors, and Dow Chemical204,Z07 (A selected list of TASSC's members appear in the appendix (Table A- 3)208) The combination of reputable individuals, assortment of funders, and variety of scientific "controversial" issues helped PM maintain a low-profile. A TASSC websitc was also set up, with PM involved in the planning. The website presented a means of extending TASSC's outreach, and also PM's perspective on secondhand smoke, to the public: TASSC Internet Page -Work with TASSC to explore development of Internet Page to broaden reach of education efforts relating to science; use page to: - Broadly distribute published studies/papers favorable to smoking/ETS debate, e.g. CRS [Congressional Research Service report] - Conduct questionnaires/polls on understanding of scientific issues/findings CONFIDENTIAL DRAFT - Do Not Distribute 54