Tobacco Documents Online

.k x 11 CONFIDENTIAL =----- THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SIIOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDER MEDIA RELATIONS I. Background and Assumptions Media headlines and cover stories related to the tobacco industry abounded in 1988. imposition of the federal smoking ban on airline flights of two hours or less, enactment of New York City's smoking restrictions, product liability trials, and the Surgeon General's report claiming cigarette smoking to be as addicting as heroin were among the nationally covered stories. These issues, and others, brought extraordinary amounts of media attention to the industry. The plateau of coverage remains at high levels. 0 Anti-tobacco rhetoric and proposals in 1988 have been especially shrill. This tone has shown through in some media coverage. Indications for 1989 promise more of the same. Vigorous efforts to promote the positions of the industry, our allies, and our experts will be necessary to help assure fair coverage. 0 The media continue to be interested in tobacco-related issues and legislative activity. Congressional and national level activity combined with distinct occurrences (e.g. New York City) make the national news. Anti-smokers show no signs of abating local level attacks on the industry. The Institute must continue to take a leading and aggressive role as a source of information and experts to put such events in perspective and to provide substantiated opposition. o In 1988, it is estimated that the media relations team will participate in over 600 broadcast interviews, 1,500 print interviews, fill over 5,400 information requests from the media and public, make personal contact with over 500 journalists, and conduct 150 interviews with consulting experts. In addition to those activities conducted by TI staff, some 60 media tours by experts and consultants will bring the industry's message to an even wider audience. o As a result of this aggressive approach, The Institute is seen as a reliable source and newsmaking organization by an increasing number of journalists. Many national and local media outlets make efforts to include The Institute's views for balance. Maintaining and increasing this momentum continues to be of paramount importance in the upcoming year. o Continued press activity will track tobacco excise taxes (state/federal levels) and proposals to censor the industry's speech. On both issues, our political and press strategies of incorporating coalition members and allies work well, and should continue to be emphasized along with industry viewpoints. r TI DN 0011593

f - CONFIDENTIAL = -= THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDER Broadening the base of support is often a successful press strategy. o Industry positions are generally strong and compelling. Allies and expert 'consultants have assisted in gaining a great deal of ground. Increasing utilization of both resources through carefully planned, aggressive media strategies remains the challenge. A. Staging of preemptive media activities works well, and allows greater latitude to frame our message while weakening that of the opposition. One example of this was the 1987 Great American Challenge in response to the Great American Smokeout. B. Through staff visits, consultant appearances, and mailing reinforcing materials to all levels of media nationwide, we continue to develop a base of contacts and information. As the level of awareness rises, skepticism decreases, and visibility of the industry's views increases. C. Satellite transmissions to deliver information to electronic media have become analogous to messenger dispatch of news releases to newspapers. Amid clutter, the content of both must be news. TI has had successful experience in the satellite medium, and should continue to use this technology. Satellite use can assist in countering the numerical superiority of grass-roots opposition. II. Objectives To encourage fairer coverage and editorial balance of key tobacco issues in the media. To broaden the potential audiences and the reach of the industry's messages. IlI. Strategies, Goals and Tactics Strategy I: Increase levels of media outreach activities, counter-attack, and offensive press strategies. Aggressively promote TI's availability and media appearances to assure industry representation in ongoing debates. Goals and Tactics: 1. Keep the Institute in the lead as often as possible, through speakers' availability and, to the extent possible, prior TI DN 0011594

a 1 ---_-=- CONFIDENTIAL -_~ THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THIS DOCUMENT AND ITS CONTENTS SHAI L NOT BE USED, SHO WN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDEK knowledge of anti-smoking initiatives. Working closely with other TI staff, improve the continuing program to monitor anti-smoking research and activities. Using this information, develop press strategies to respond and counteract publication or announcements. As appropriate: A. Conduct preemptive media conferences or in-person media damage control operations. B. Alert the media to TI availability and position via national and/or local wire services. C. Distribute position papers, press releases and other materials. D. Produce TV and radio satellite packages for targeted or blanket feeds. E. Use satellite sequential .interviews to make experts or TI representative available to press. 2. Continue with active media tour promotion and scheduling of TI speakers on issues of timely and/or local concern. A. Using media tours as an outlet, promote industry views in specifically targeted areas for proactive legislative efforts. B. Conduct at least three media tours per month by TI speakers on issues of general industry concern (e•g- airlines, workplace assistance program geared towards smokers). C. Determine on a monthly basis with issue managers and field staff, further timely opportunities for media tours. 3. Retain and utilize regionally based public relations firms, in conjunction with State Activities Division. 4. Raise the high level of grassroots contact through targeted mailings and issue campaigns. Specifically, conduct no fewer than three such mailings each quarter. A. Conduct mass-scale "FYI" and Tobacco Update distribution of favorable clippings, transcripts, editorials, statements, etc., to targeted national and grassroots reporters. B. Incorporate speakers' new media contacts into target lists. TI DN 0011595

3 1 ------- CONFIDENTIAL ° =-- THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THIS DpCUI,4EN'C AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN TIM COURT'S ORDER C. Update/refine various in-house target lists on a quarterly basis. D. E. Increase dissemination of materials and contacts with appropriate trade publications, allied and industry supplier's trade journals. Continue to travel to major and secondary media markets on media relations tours. 5. Use media trade publication advertising to increase awareness of and demand for TZ speakers. Place at least one ad promoting the media teams' availability in Editor and Publisher, and Broadcasting, or Washington Journa sm Review ntTs. magaz n s each six months. 6. Zmprove development'of more thorough contacts with the national media representatives in Washington, D.C. Build the current systematic approach by: A. Continue to refine the target list of key, influential reporters based in Washington, with designation of specific issues of interest to each individual. B. in coordination with the issues managers, determining which issues should be handled each month, and meet with no fewer than 10 designated reporters per month. C. Providing a continuous feed of information (at least one follow-up package per month) on subjects of interest. A. ETS surveys using the Portable Air Sampling System (PASS) units;. B. Polls of public attitudes on tobacco-related issues; C. Coalition groups speaking out on key issues; and D. Press breakfasts on topical concerns. Strategy Ii: increase the use of consultants and allies with the media on tobacco-related issues. exposure. Possibilities include: 7. At least once per quarter, schedule and promote a news-making event, utilizing satellite transmissions and third party allies wherever possible to garner the most possible Goals and Tactics: TI DN 0011596

> 1 ----=-- CONFIDENTIAL - --_ THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDER l. increase the visibility of independent voices and consulting experts on tobacco-related issues. (NOTE: more detail on specifics can be found in the appropriate issue plan) A. On the public smoking issue: (1) Continue to promote "Truth Squad" media tours, discussing ETS and indoor air quality; (2) Continue at least one ACVA media tour per month, with Gray Robertson providing perspective on the relative role of STS as it.relates to other indoor air quality issues; (3) Conduct media activity discussing smoking in the workplace issues in conjunction with legal seminars to be held once a month; (4) Conduct media activity discussing corporate smoking.. policy alternatives in conjunction with seminars to be held once a month by Bestype Office Environments; and (5) Promote other activities of consultants appropriate. B. For the excise tax and "social cost" issue: as (1) Promote editorial board visits and op-ed publication by economists on the regressivity, unfairness and unwise policy implications of excise taxes; (2) Promote results of late-1988 national academic conference on.fiscal policy issues; and (3) Publicize the new "social cost" studies, as well as the Tollison and Wagner book. C. On the advertising restriction issue: (1) Encourage allies editorials; and to speak out and generate (2)' Conduct at least 10 media tours to create awareness .of the industry sponsored Helping Youth Say No and related Community Alliance Programs. 2. Continue media activities and tours in localities with both a speaker and a TI consultant. A. Coordinating with the issue manager and field staff, TI DN 0011597

)6 - CONFIDENTIAL -_ THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDER designate site and content for the event or media tour. B. No fewer than five interviews will be conducted on each visit to a major media market. 3. Broaden the press and public perception of opposition to anti-smoking measures. A. To the greatest extent possible, coverage of consultants, allies, and independent experts will be used for mass-mailings. B. In conjunction with legislative appearances of scientific witnesses, determine on a case-by-case basis, the advisability of promoting these witnesses to the media. 4. In'crease exposure of experts via satellite deliveries. Plan i di " l " i d progress ve nner, an promote at east one obta ning State Activities Division advice in determining what media market would be most appropriate each quarter. 5. Work with issue managers to increase the number of and determine media use. the advisability of expert consultants for Strategy III: Broaden the audiences addressed and messages conveyed by the media team in an effort to educate and motivate allies and the public as to the importance of smokers as customers, employees and citizens. Goals and Tactics: 1. Continue to seek speaking opportunities with the hospitality industry at the national, state and local levels. A. Maintain relations with contacts at these organizations in cooperation with field staff. B. Give presentations or purchase exhibit space at trade shows to share information on the importance of customers who smoke. 2. Assess feasibility of continuing to promote hospitality organizations and other businesses who participated in the Great American Welcome. 3. Continue with refocused TI speaker media tours on the TI workplace program addressed to smokers. A. Conduct at least two media tours per month on the TI program and related workplace smoking issues. TI DN 0011598

- CONFIDENTIAL =----_ ?, THIS DOCUM6NT IS SUBJECT TO A COURT ORDER AND THIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDER B. Promote as appropriate new research and significant measurements of the workplace issue. 4. Initiate and syndicate a monthly column evaluating among other things, hospitality to smokers. Strategy IV: improve the management and coordination of media relations efforts. Goals and Tactics: 1. improve currently satisfactory coordination among Public Affairs issue managers, and Federal Relations and State Activities personnel, to provide for the best strategic planning as well as the most thoughtful and advantageous positions taken with the media. A. Maintain clearly designated clearance points for materials, questions and/or new developments on issues. . B. Assure' a meeting between the director of media relations and designated representatives from the other divisions-} no less than once a month, to determine and review activities in light of developments. 2. For key issues,_ keep up to date, in concert with issue managers and appropriate other staff, agenda points for speakers' use with the media. 3. Raise the' standard of quality of the media team's activities, and assess improvement on a regular basis. A. In addition to daily scrutiny, conduct, at least once a month, a comprehensive review session among the media relations team of video tapes and newspaper clips. B. Quarterly, send video tapes of speaker performances to an outside media consultant for independent evaluation and expert commentary. C. Every six months, conduct a video taped review session between each media team member and the Public Affairs Division issue managers. 4. Continue- strategic and coordinated planning -- combining long-range efforts with detailed mapping of all team activities. A. Advance targeting of locations for media activity with State Activities. (1) Gain advance approval (at least two months in TI DN 0011599

k -----= CONFIDENTIAL -- -- THIS DOCUMENT IS SUBJECf TO A COURT ORDER AND THIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDER advance) for media tours by traveling speakers and consultants. (2) Re-clear activity no later than two weeks prior to departure. No media meetings will be set up with out this later clearance by Regional Vice President. (3) For individual media or speaking engagements, gain approval from Regional Vice President prior to acceptance. (4) Document all such coordination. B. Selection of the appropriate solo consultant or speaker/consultant team for each media market. C. Monthly meetings of media team to designate the market assignments as appropriate. D. Two-month calendar planning of specific media tours with consultants, speakers' media contact tours, consultants, = who do media work without a TI representative schedule, ' and other travel plans. The two month planning for each~ traveling speaker will include: (1) A minimum of two travel days per week, or the equivalent on a monthly basis; (2) A minimum of one consultant/ally interview tour or other major travel activity per month in a major media market; (3) A minimum of one two-day major market media contact tour -- which may include participation in a media conference. 5. increase by 15 percent compared with 1988, the speaker team goals, standards and clear expectations of performance. Speakers will be expected to complete, on a monthly basis, the following: A. No fewer than five media contacts per tour. a. No fewer than five joint interviews per each designated monthly consultant/ally interview tour. C. No fewer than two media appearances on the road' involving more than two days of advance notice for unsolicited requests. D. With the exception of Sundays, holidays and days ,r1 DN 0011600

CSUBJONFIDECOURT A THIS DOCUMENT IS ECT NTORIDERALAND THIS---_ TO DOCUMHNT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDER involving four or more hours of air travel, no fewer than two media interviews or contacts. IV. Resources A. Staff 1. Management: Moran Media Relations Staff: Merryman, Miller, two speaker vacancies to be filled, Smith and Cronan 2. Other Public Affairs: Yssue Managers, Information Center, Special Projects, Production Services 3. Other Staff: Federal Relations, State Activities and data processing 4. Consultantsi Public relations counsel, expert consultants, P.R..Aids, TV and radio satellite services, data base providers. B. Materials 1. Press releases 2. Statements 3. Advisories 4. Fact Sheets 5. Daybook/calendar notices 6. Videos 7. "FYI" and Tobacco Update mailings S. In-house mailing lists 9. Poll Documents 10. Economic Impact materials 11. Scientific Reports 12. Clip and broadcast monitor services 13. TI publications TI DN 0011601