Daily Doc: PM, 1994: PM's battle plan against health
Daily Doc: PM's battle plan against health
Title: Problem The Increase of Consumption Restrictions Worldwide
PM, 1994
Bates #: 2045655906/5934
August 15, 2000
Here is Philip Morris' (PM) definitive battle plan outline for use against governments and health advocates worldwide. Reading this, you can almost see PM executives hunkering down in their leather chairs in their Park Avenue bunkers, grim faces all around, confronting the realities of a growing worldwide siege against their profits.
It is interesting that in this document PM refers to tobacco control advocates as "competitors" rather than adversaries. In their view, health advocates threaten to take away their market share, just as another cigarette company would. It is also interesting to see how PM considers itself virtually alone in this epic battle. Taking note of the dismal lack of support and coordination it has achieved with the other cigarette makers in its quest to obfucate truth, the writer comments that "PM Appears to be Driving the Industry both issue-wise, Dollar-wise, and political-wise." People who are familiar with the industry's documents see that indeed this true. Far beyond any other company, PM has a reputation of pouring money into the creation of front groups, "instructing" the media, recruiting third parties to fight its battles, finding and supporting scientists to help them "prolong the controversy" about secondhand smoke, etc. It appears from the documents that no other company has engaged to such an extreme extent in so many activities aimed at thwarting public health efforts. Given Philip Morris' great autonomy and isolation, then, it is not surprising that the writer of this document concludes that "PM Will Need to Develop and Deploy Resources to Save Itself."
PM's overall assessment of the increasing social unacceptability of smoking concludes that "Perception is Reality." The next goal goes on to state that PM must dedicate its resources to altering perceptions. Would it be possible that the goal of the all-powerful PM, then, is to alter our reality?
CITATION
Title: Problem The Increase of Consumption Restrictions Worldwide
Type of Document: Report, outline
Author: Corporate author (Philip Morris Tobacco Company) Recipient: N/A
Date: 19940000/E
Site: Philip Morris document site http://www.pmdocs.com/
Page Count: 29
Bates No. 2045655906/5934
URL: http://www.pmdocs.com/getallimg.asp?DOCID=2045655906/5934
Litigation Usage: Oklahoma (privilege withdrawn)
Found Using Search Criteria: "WRO"
QUOTES
PROBLEM: Increase of consumption restrictions worldwide FRAME OF REFERENCE: Global
SITUATIONAL ANALYSIS:
Fact:
* Public Opinion
* Bans/Restrictions Increasing
* Litigation threats
* Science bias
* Lack of industry Organization/Mobilization
* Strong Anti-Organization Network
* Unacceptability of Smoking/ETS
* Smoker's Guilt
* Youth framing of ETS Issue
* Insurance Differentials
* IAQ - cost to Retrofit/Build vs. Ban
* Smoker Discrimination
* Inconsistent Policy within PM/Industry
Conclusion:
-- Little Natural Support for Industry
-- There is a price to support the Industry -- Concerted effort against Industry
Take Away: We must create means of support.
INDUSTRY/ENVIRONMENT
Fact:
* Words don't translate into Deeds within Industry PM Appears to be Driving the Industry both issue-wise, Dollar-wise, and political-wise
* Legal Constraints on what the industry can Do and Say
* Overall environment (Social, Regulatory, Science Making and Media) hampers
industry efforts
Conclusion:
--the "Industry" is a Myth
-- PM cannot count on the "industry"
Take Away:
PM Will Need to Develop and Deploy Resources to Save Itself.
COMPETITORS (EXTERNAL)
Fact:
1. No risk
2. High Credibility
3. Free Media
4. Well Organized
5. Well Defined Objectives
6. They do not Need to Verify So-called "facts" 7. Viewed as Politically Correct
8. Passion and Committed Supporters
9. Worldwide Network
10. Access
11. Talented
12. Great PR...
14. Politically Astute
15. Government Financed
16. Leverage Health Issue...
Take Away:
This is a formidable, worldwide Adversary.
FINANCES/PROFITS
Fact:
* Bans/Restrictions Affect Consumption: 20% Quit Rate w/ U.S. Workplace Bans
* Increasing Restrictions will have negative impact on P/L [profit/loss?]
* Less Money Being Budgeted on ETS Issue as threats increase on a % basis --- profit impact
* Smoking restrictions Mitigate Spending on Marketing, R&D, etc.
Conclusion:
-- Less Money to Do More
--Has a Big and Direct Impact on bottom line and is Potentially Irreversible.
TAKE AWAY - Unless Restrictions are Stayed, Business Operations will be Irreversibly, Negatively Impacted.
CROSS FUNCTIONAL
SOCIAL:
Fact:
* Decline/shift in Acceptability
* Smoker Guilt
* Health Kick
* Risk Aversion
* Public Hoodwinked
* Shift: anti-drive: Choice/Non-Choice, Adult/children, Rational/Emotional
* Visible Issue
* Politically Correct to Bash Smokers
Conclusion: Perception is Reality
TAKE AWAY: Resources Need to be Directed to Shift/Communicate New Perceptions
CROSS-FUNCTIONAL - MEDIA
Fact:
* U.S. Heavily Biased
* Conservative Media More Supportive
* No Industry Credibility
Conclusion: Reassess PM's interaction with Media - Constant Feeding
TAKE AWAY: It Could Be Over Unless We Reach the Media.
MANAGEMENT/ EMPLOYEES/ SKILLS /DEPTH
Fact:......
* Messengers Not Comfortable Delivering Current Messages (ETS)
TAKE AWAY: Sr. Management Must Support Deployment of Resource(s) - Current and New-- to Attack Issue.
STRATEGIES:
* Change/Damage Control of Public Perception
* Advance Sound Science/Expose Bad Science
* Develop Proactive Leg./Reg. Agendas (Throw Bombs)
* Re-Shift the Debate (i.e., IAQ Bans - Intolerance, Source Control--Source Management)...
* Increase/Nurture Third Party Allies
* Develop/Promote Positive Messages
* Find/Develop New Themes (i.e., Humorous, Tolerance, etc.)...
* Exploit PM Resources: Employees, CA, Vendors...
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Anne Landman, Regional Program Coordinator
American Lung Association of Colorado, West Region Office
Grand Junction, CO
(970) 245-2120
afoxland@gj.net
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