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I CONFIDENTIAL: MINNESOTA TOBACCO LITIGATION PUBLIC RELATIONS DEPARTMIiNT 1981 PLAN GOAL OBJECTIVES START/COMPLETE DATES ACCOUNTABILITY TYPIi OI, RGSOURCL'S INTERNAL ~XTERNAL 1 NCRI:P I IIN I. Contribute to 1. Help expand nonsmoker Continuing/ Special Projects Shook, Hardy --- dialogue on health info base October Director public smoking - through seminar event ) (I-1-A) y 2. Use QRIF (I-1-C) July/Continuing All staff Info Services :-- 0-0 3. Cover nonsmoker health Continuing Knopick Info Services . Shook, Ilardy; M ~ 1 in TTO (1-3-A) other inquiries r ~ L' 4. Support State Activity Continuing Special Projects State Agency $1"20,0 ~ trade information Director; Duffin Activities 0 distribution (I-3-B) 0 5. Challenge adversary Continuing Toohey Info. Services Shook, Hardy --- misinformation with ,p published statements O (1-4-A) 6. Community education Continuing Kloepfer, Scientific Agency * (I-S-A) Merryman, staff Special Projects Director, Toohey ~ 7. Film production (and January/ Special Projects Production Agency ,-~ distribution)(I-S-B) September Director Services 8. Strategic film use October/ Special Projects Fed. f, State --- --- Z.J (I-S-C) Continuing Director Activities, *NOTE: This will be 981 PR agency fee request, though Scientific staff expenditures ill include other elements of this plan also mar ed with asterisk. II:NTAI. U I N(; 01) * .. ..*

CONFIDENTIAL: MINNESOTA TOBACCO LITIGATION. t)[iPAR'I'MliN1' 1981 PLAN -2- GOAL 011JliCTI-VCS S'I'ART/COMPLCTIi nATGS ACCOUNTABILITY TYPE OF RGSOURCL'S INTL•RNAL EXTERNAL N(:I I I I I. Contribute to 9. Target speakers to top Continuing Merryman --- Agency dialogue on markets and platforms iiblic smoking 10. Update "True?False?" January/March Duffin Production Agency leaflet Services (continued) II.•Contribute to ]. Use QRIF resource July/Continuing All PR staff Info. Services --- -- dialogue on (II-1-A) smokin and ~ 2. Cover smoking and Continuing Knopick Info. Services Shook, Hardy; -- eh alth health in TTO(II-3-A) other inquiries 3. Support State Activity, Continuing Special Projects State Agency trade information Director, Duffin Activities distribution(II-3-B) y 4. Add health profession- ff f i March/Contin- Merryman Scientific ff Shook, Hardy -- or l ve al to sta uing sta and media appearances ~ S. Produce smoking and h h f January/ b S Special Projects Di Scientific ff Agency ealt ilm (II-S-D) eptem er rector sta 6. Distribute current Continuing Special Projects Production Distributor - ~ ~ films, replacing with Director Services O new film ~ 7. Provide smoking and Continuing Toohey,Merryman Info. Services Shook, Hardy health information to ~ editors (II-S-E) iIiMGNTA I, INUING k * * *

CONFIDENTIAL: MINNESOTA TOBACCO LITIGATION ' DCPARTMPNT 1981 PLAN -3- GOAL OBJECTIVES START/COMPLL•TL• DATES ACCOUNTABILITY TYPC OP RESOURCL•S INTERNAL EXTERNAL IN(:It IU rI. Contribute to 8. Rewrite/republish November/ Duffin Production Shook, Hardy, dialogue on "About Tobacco Smoke" December Services Agency smokin and ealti 9. Rewrite/republish May/August Duffin Production Shook, Hardy continued) "Fact or Fancy" Services Agency 0. Update "Women and August/ Duffin Production Shook, Hardy, Smoking" September Services Agency III. Maintain 1. Respond to social Continuing Kloepfer --- Agency, Counsel social acceptability attacks, Communications acceptability with advertising. Committee (111-2-A) 2. Publish "Issue sheet" September/ Duffin Info. Services, Agency ~ on nonsmoker insur- October . Production N•~I ance "discounts" Services h1 3. Respond to published Continuing Toohey Info. Services --- -- ~ Z attacks (III-2-A) 4. Study carton insert July/December Special Projects --- Agency ~ O vehicle (111-2-B) Director,Duffin 5. Remind smoking is Continuing All PR staff --- --- -- f"j W "adult" custom wherevei t ~ N possible (111-3-A) *NOTE: This will be 1981 advertising budget re uest, though expe iditures will include othe elements of this plan als marked with doub le asterisk. I:MI:NI'AI. NUING * * *

CONFIDENTIAL: MINNESOTA TOBACCO LITIGATION' DEPARTMENT 4_ 1981 PLAN GOAL OBJECTIVES S1'ART/COAIPLEI'L DATES ACCOUNTABILITY TYPE OF RESOURCES INTERNAL EXTERNAL IN(:It I'U III. Maintain 6. Encourage 3rd-party Continuing Kloepfer State f, Agency, * social support (III-4-A) Federal Communications acceptability Activities, Committee (continued) Shook, Ilardy 7. Continue "Leaf" Continuing Duffin --- Distributor --- distribution IV. Improve 1. Publicize industry December/ Special Projects Info. Services Agency ~ credibility research support, Continuing Director findings and endorsements (IV-1-C) 2. Update current February/ Duffin --- --- -- research publications February (IV-1-C) ~ 3. Test "mutual July/December Special Projects State Agency '-7 consideration" Director Activities ~ messages (IV-4-A) ~ ~ 4. Test "youth" IV B 4 July/December Special Projects Di Agency - ) - messages ( rector S. Test "Dublic service" January/June Special Projects --- Agency * ~ ~ messages (IV-S-A) Director w i.a 6. Publish "social February/ Knopick, Duffin --- Communications ~ W responsibility" Continuing Committee, w messages (IV-6-A) Agency IiM1:N1'/11. NI11 NG * x * *

CONFIDENTIAL: MINNESOTA TOBACCO LITIGATION DI'sPARTM1iNT 1981 PLAN -5- GOAL OBJECTIVES START/COMPLGTF DATES ACCOUNTABILITY TYPE OF RGSOURCIiS INTERNAL EXTERNAL 1 NC 1'I V. Discourage 1. Refine and target Continuing Kloepfer State, Agency, $20, government messages, audiences Federal consultants, intrus~on (V-1-A-B) Activities (e.g., Roper) 2. Publicize ICARE Indefinite Special Projects State Agency project (V-2-A) Director,Toohey Activities 3. Assist anti-initiative Continuing Special Projects State Agency communications (V-3-A ) Director Activities 4. Publish gov't intrusio February/ Duffin State Agency "issue sheet".(V-1-B) March Activities, Info. Services, Production Services 5. Publish smoking April/May Duffin State Agency y restriction enforce- Activities, ment difficulty Info. Services, ~ "issue sheet". (V-1-B) Production ~ ` Services ~+ 6. Publish smoking May/June Duffin State Agency ~ ® restriction cost Activities, o "issue sheet".(V-1-B) Info. Services, ~ Production ~ o Services .~ ~ RI'sM~:NTA I. INU I NC 000** * * * * *

CONFIDENTIAL: MINNESOTA TOBACCO LITIGATION , DGPARTM1iNT 1981 PLAN -6- GOAL OBJECTIVES S'I'ART/COMPLGTE DATES ACCOUNTABILITY TYPE OF RESOURCES INTERNAL LXTGRNAL INCRI: PUN V. Discourage 7. Publish restaurant July/August Duffin State Agency * og vernment segregation "issue Activities, intrusion sheet". (V-1-B) Info. Services, continuec() Production Services VI. Improve 1. Communicatg tobacco Duffin Library, "famil " heritage in "tobacco- Production communication land" in booklets Services covering a. West Virginia January/March b. Kentucky March/May c. North Carolina May/July (VI-l-B) 2. Communicate tobacco Continuing Kloepfer,Duffin Wharton Agency ** F~] "economics" in surveys M~1 tobaccoland (VI-1-B) ~ * 3. Publish price support January/ Duffin Library, Agency Z "issue sheet". February Production (VI-1-B) Services o ~ 4. Publish additional Indefinite Duffin Wharton survey- Agency * 0'C ~ "Wharton"- " supplements (VI-1-B) supplements ~+Lp C11 MI:NTAi. I) ( NG

O O ~ CONFIDENTIAL: ucrARTMr:NT W MINNESOTA TOBACCO LITIGATION' 1981 PLAN ~ C*N -7- GOAL OBJECTIVES START/COMPLGTG DATES --r-- ACCOUNTABILITY 'fYPG OP 1tGS0URCIiS INTERNAL EXTERNAL lNClt FlI VI. Improve 5. Arrange and publicize Indefinite Special Projects Wharton Agency, tobacco * "Famil " Wharton announcement , Director,Toohey surveys, State state leaders communi.cation events (VI-2-B) Activities (continued) 6. Survey TI "family" Continuing Special Projects --- • Consultants --- communications Director effects (VI-3-B) 7. Pre-notify "family" Continuing Kloepfer Production Agency ** of TI public Services, advertisements (VI-3-A) State Activities VII. Counter anti- 1. Produce calendar of January/ Kloepfer Info. Services CTR --- tob~ac_cro rou opportunities (VII-2-A) Continuing positions 2. Publish counter Continuing Kloepfer Info. Services Agency *~ messages (VII-2-3) 3. Publish "advertising" November/ Duffin Library Agency ~ issue sheet (VII-3-A) December 4. Conduct dialogues with March/ Kloepfer , Scientific --- --- antis (VII-4-A-B) Continuing staff VIII. Lessen 1. Obtain 3rd-party January/ Kloepfer, Special Federal, State Agency rivatesector p freedom of choice Continuing Projects Director ~ attacks support (VIII-2-B) l?MIiNTAI. Nl11 NC * 0

CONFIDENTIAL: MINNESOTA TOBACCO LITIGATION D[ii'ARTMIiNT 1981 PLAN -s- GOAL OBJECTIVES START/COMPLL'TL'• DATES ACCOUNTABILITY TYPE OF RCSOURCL's INTERNAL EXTERNAL .RNAI. NCltr I I~11N IX. Minimize 1. Monitor emerging Continuing Kloepfer Info. Services ICOSI --- international issues (IX-1-A) init~.ar tive ~.mpact 2. Monitor international Continuing Kloepfer Info. Services ICOSI, U.S. --- organization plans agencies (IX-1-B) 3. International "family" Continuing Kloepfer --- 1COSI --- communications (IX-2-A) 4. Respond to domestic Continuing Special Projects Info. Services --- --- implications (IX-2-B) Director,Toohey Increase X 1. Publish Newsletter Continuing Knopick All staff Media, gov't --- . employee-member reports, public affairs , journals, orientation inquiries ~ 2. Publish Tobacco Continuing Knopick All staff media, gov't --- Observer reports, ~ journals, ~ ~ inquiries 3. Produce seminars Continuing . Merryman All staff Shook, Hardy, O Covington f, ~ Burling, OC members w nniNTAl. 11 I N(l ( L•

CONFIDENTIAL: MINNESOTA TOBACCO LITIGATION I DEPAR'1'MENT 1981 PLAN -9- GOAL OBJECTIVES STAR'I'/COMPLGTE DATES ACCOUNTABILI'I'Y TYPE OF RESOURCES INTERNAL IiXTERNAI. INCIt I 11 X. Increase 4. Provide information Indefinite Duffin, Special State Agency * employee-member to TAN enrollees Projects Dir. Activities public affairs orientation 5. Increase TAN enrollee Continuing Kloepfer, State Agency * (continued) public communications Toohey Activities 6. Distribute updated In February, Duffin Production --- --- TI publications May, August, Services F•] lists November 00 7. Update "Federal In January Duffin Newsletter, - - - -- F~I Chronology" Production ~ Services 8. Update "FTC In January Duffin Newsletter, O Chronology" Production ~ Services 00 9. Update "Cigarette In February Duffin Production Dept. of O Consumption" table Services Agriculture .p. 0. Update "sales-weighted In March Duffin Production FTC, Maxwell 00 T-N" graph Services Reports XI. Assure 1. Obtain and share Continuing Kloepfer All staff --- -- planning, , agendas and minutes of progress and all TI meetings performance 2. Provide senior staff Continuing Kloepfer PR staff with copies of all PR communications to TI Board and Committees I:MIiNI'AI. Nl1INl;

r . CONFIDENTIAL: MINNESOTA TOBACCO LITIGATION ' DGPAR'fMLN'r 1981 PLAN -i0- GOAL OBJECTIVES START/COMPLGI'L'• DATES ACCOUNTABILITY TYPE OP RESOURCES INTERNAL EXTERNAL I NCRI I UN XI. Assure 3. Obtain outside Continuing Kloepfer, --- As required --- planning, professional Merry[~an,Duffin, progress and assistance as needed Special Projects performance Director (continued) 4. Obtain and analyse Continuing Kloepfer, --- As required --- public opinion and Special Projects audience targeting Director research, e.g., Roper, Yankelovich 5. Prepare quarterly Quarterly Kloepfer All PR staff --- --- reports of plan y execution ~ 6. Prepare annual May/October Kloepf.er All PR staff --- --- ~~~ department plan 111 111 ~ and budget O O 00 O W - .h + `C . iMIiNTAI. 111 NG