Women's Collection from Marketing to Counter-Marketing
Media Training for J. Scully, President - Philip Morris K.K. - February 27, 1996
Abstract
Presents media training packet, slides, talking points, and agenda for "key messages" on: "Smoking and health (ETS [Environmental tobacco smoke] and accommodation; Marketing (Youth access and advertising); Product integrity (Flavoring ingredients; Nicotine spiking/manipulation accusations); Litigation; Taxation; Business issues (State of the business; exports); Background (Active smoking; Tobacco smoke constituents Genetic engineering; Maximum constituent levels; Monitoring of 'tar' and nicotine levels; Tobacco processing and cigarette design; Crop protection agents)". Includes briefing points and communications and interview exercises for company President. Contains on pages 23-24, draft memo to Dunbar from York regarding "current litigation" marked "privileged and confidential, attorney-client privileged". Contains on page 47, Philip Morris news release regarding "story about ammonia in the Wall Street Journal". Resembles Bates 2500121308 and 2500121460.
Fields
- Type
- Manual
- Company
- Philip Morris
- Recipient
- Scully, J.
- Named Person
- Castano
- Dunbar, L.
- York, M.
- Named Organization
- Castrano Case
- Day One
- Department of Health and Human Services
- Environmental Protection Agency
- EPA
- European Council
- FAO
- FDA
- Federal Trade Commission
- Food and Drug Administration
- Federal Trade Commission (Enforcement agency for laws against deceptive advertising)Enforces laws against false and deceptive advertising, including ads for tobacco products. Ensures proper display of health warnings in ads and on tobacco products;collects and reports to Congress information concerning cigarette and smokeless tobacco advertising, sales expenditures, and the tar, nicotine, and carbon monoxide content of cigarettes.
- HHS
- ILO
- International Labor Organization
- International Organization for Standardization
- ISO (International Standards Organization)International Organization for Standardization - AN international federation of national bodies covering stadardization in all fields except electrical and electronic engineering standards. The largest non-governmental system of industrial collaboration on standards and technical regulations.
- Legal Department
- Medicaid
- Shook, Hardy & Bacon
- Surgeon General
- United Nations Food and Agricultural Organization
- Wall Street Journal
- World Bank
- ABC
- Region
- Poland
- Singapore
- United States
- United Kingdom
- Germany
- Hong Kong
- Norway
- Keyword
- 1988 Surgeon General's Report
- 1989 Surgeon General's Report
- Consumer Price Index
- Good Agricultural Practices
- Group A Carcinogens
- 1964 Surgeon General's Report
Document Images
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PHILIP MORRIS
INTERNATIONAL
MEDIA TRAINING
for
J. Scully, President
Philip Morris K.K.
February 27, 1996
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PHIl ,IP MORRIS
INTERNATIONAL
MEDIA TRAINING
Smoking and Health
Tab 1.
Tab 2.
Marketing
Tab 3.
Contents
ETS and Accommodation
Addiction
Youth Access and Advertising
Product Integrity
Tab 4.
Tab 5.
Litigation
Taxation
Business Issues
Tab 6. State of the Business
Tab 7. Exports
Background
Active Smoking
Tobacco Smoke Constituents
Genetic Engineering
Maximum Constituent Levels
Monitoring of "Tar" and Nicotine Levels
Tobacco Processing and Cigarette Design
Crop Protection Agents
Flavoring Ingredients
Nicotine Spiking/Manipulation Accusations
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Agenda:
08:30 - 08:40
08:40 - 09:10
09:10 - 10:45
10:45 - 11:15
11:15 ~ 12:00
12:00 - 12:45
12:45 - 16:30
Media Training
One full day for outstanding issues and to create B-rolls,
especially for state of the business message points
Introductions
Communications Exercise
A brief interview with the participant as an example to
begin discussion of the interview process
Presentation
Trainers present interviewing theory, tips and techniques
Message Discussion
The process of message development and corporate
messages on key issues will be discussed
Interview Exercise
Participant is interviewed in print format. Interview is
videotaped for playback and discussion
Lunch
During lunch, message discussion will continue
Interview Exercises
The participants will be interviewed in a variety of
formats, both print and television, and topics such as
posture and eye contact will be discussed
Tab 1"
Tab2:
Smoking and Health
ETS and Accommodation
Addiction
OCR for 2500121514 does not yet exist
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ETS AND ACCOMMODATION
Key Messages
Regardless of your views on smoking, being in a room with a smoker is not the
same as smoking yourself.
Tobacco smoke in a room is highly diluted.
Exposure to ETS in the air is obviously different from puffing on a cigarette.
A recent study to monitor non-smokers' exposure to ETS found it typically was so
low that ETS was sometimes impossible to measure.
Data from the same study suggests that a smoker would inhale more smoke from
three or four cigarettes than a typical nonsmoker might be exposed to in an entire
year.
• The science does not show that ETS causes disease.
The vast majority of research on ETS fails to make a valid statistical link between
ETS and lung cancer, either in the home or at the workplace.
Over 80% of the studies (31 out of 38) suggest living with a smoker does not increase
the risk of lung cancer.
85% of the studies (12 out of 14) suggest that working with a smoker does not
increase the risk of lung cancer.
Of the few studies that do report a statistically significant link, the increase in risk is
so small that it is hard to draw any conclusions.
The methods used in the statistical research on ETS have provoked a lot of
criticism.
Subjects were asked whether they were married to a smoker or how much ETS they
though they were exposed to over many years.
There were no actual measurements of ETS exposure in these studies.
Assessments of ETS obtained in this way are unreliable, as they are based on personal
recollection which can't be verified. Therefore, they are entirely subjective.
(Source: CECCM)
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ETS AND ACCOMMODATION (ton't)
Many studies overlook important risk factors which could account for a reported
increase in lung cancer such as diet, family medical history and occupation.
The science does not justify bans or severe restrictions on where you can smoke.
ETS may annoy some people but such problems can be solved by
accommodating the preferences of both smokers and non smokers through
courtesy, tolerance and mutual respect.
The fact that tobacco smoke is visible and easily recognized means that it is often
blamed for indoor air quality problems which can actually be due to poor ventilation.
Policies that accommodate the preference of both smokers and nonsmokers can be
developed to suit different circumstances.
Employers and employees are in the best position to decide how best to accommodate
the needs of smokers and nonsmokers in the workplace.*
Restaurant owners themselves are in the best position to decide how to accommodate
the preferences of both their smoking and nonsmoking customers."
* Cite local program(s) where applicable.
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CLEARED
ETS
Background
Phrases often used to describe environmental tobacco smoke (ETS) -- "passive smoking"
and "second-hand smoke" -- are misleading. These phrases suggest that non-smokers are
exposed to the same thing as a smoker, which is not the case. ETS is hundreds of times
more dilute than a smoker's smoke and it undergoes extensive chemical and physical
changes before it reaches non-smokers.
It is Philip Morris' opinion -- which is shared by many scientists -- that the world-wide
data fail to prove that ETS causes cancer, heart disease or other chronic diseases
sometimes attributed to it. Indeed, most of the available evidence supports the
proposition that ETS is not even statistically associated with these diseases.
Notwithstanding the evidence, the U.S. Environmental Protection Agency classified ETS
as a "Group A carcinogen," a ruling that has been challenged in court by Philip Morris
and others.
Philip Morris acknowledges that some people may find ETS annoying, which is why we
encourage smokers to smoke with courtesy and common sense. In any environment, both
smokers and non-smokers should be and can be accommodated with each respecting the
rights and feelings of the other.
The "case" against ETS is based mainly on "population studies" which attempt to
statistically associate ETS with, for example, lung cancer. However, recent
population studies have reported that each of the following "exposures" has a higher
statistical association with lung cancer than that reported for ETS: keeping pet birds,
being divorced and high dietary saturated fat. Of course, we do not argue that divorce
or birds cause cancer -- only that statistics do not themselves prove cause and effect.
In reaching its "Group A" conclusion, the EPA manipulated and "cherry-picked"
scientific data, ignored recent studies that contradicted its conclusions, and used
scientific assumptions and methodologies not generally accepted by the scientific
community, or even by the agency itself in other risk assessments it had conducted in
the past.
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The EPA conducted no research of its own. Instead, it reviewed 30 previously
published studies and selected only 11 U.S. studies as the basis for its decision. None
of these studies individually supported EPA's conclusion, so it reanalyzed them and
lowered the statistical standard to calculate its "risk estimate." Only then could EPA
reach its "Group A" conclusion.
(Source: Shook, Hardy, 8/25/95)
OCR for 2500121518 does not yet exist
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ADDICTION
Just because some people say it is difficult to stop doing something does not
make that behavior an addiction.
The claim that cigarette smoking is addictive contradicts the conclusion of the 1964
U.S. Surgeon General's Report that cigarette smoking is a habit. The definition of
addiction in the 1964 Surgeon General's Report used objective criteria such as
intoxication, physical dependence and tolerance.
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• Everyone knows people who have quit smoking.
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Based on the available literature, there is no secret to successfully stopping smoking,
other than the personal desire to do so. The individual must want to stop smoking
and make an effort to stop.
Even the 1988 U.S. Surgeon General's Report said that over 40 million people have
quit smoking, the vast majority without any formal treatment.
Similarly, the 1989 Surgeon General's Report observed that nearly half of all living
adults in the United States who ever smoked have quit.
Nicotine gum and nicotine patches are not a substitute for smoking. Although they
are used to promote smoking cessation, they are of questionable effectiveness unless
the personal motivations for smoking are addressed. The most important factor in
quitting smoking is personal motivation to do so and then just stopping.
• The definition of "addiction" has been "watered down" over the years.
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It is common place to refer to cigarettes, coffee, chocolate, exercising and so on as
"addictive" or "additions". Even the Surgeon General has called video games an
addiction. Such word pollution robs the term of any legitimate scientific meaning.
The definition of addiction introduced in the 1988 U.S. Surgeon General's Report
seriously "watered down" the term. The new definition simply dropped the standard
criteria for addiction replacing them with vague, easily satisfied criteria. The Surgeon
General's "new" definition of addiction could be used to classify the caffeine in
coffee, cola and chocolate as addictive. Even the relaxing substances found naturally
in a nightly glass of warm milk could be called addictive under this definition.
(Source: Product Integrity Module, 8/28/95)
