A PLAN OF ACTION FOR THE ETS ISSUE
Jump to full article: Legacy Tobacco Documents Library, 1993-03-23
Author: LEO BURNETT
Intro: OBJECTIVES
o IN THE FACE OF NEW REPORT, PM HAS STATED TWO CORPORATE OBJECTIVES:
1. "FORESTALL FURTHER PUBLIC SMOKING RESTRICTIONS/BANS."
2. "CREATE A DECIDED CHANGE IN PUBLIC OPINION. DEVELOP AN ATMOSPHERE MORE CONDUCIVE TO SMOKERS WITH THE GENERAL PUBLIC AND FOR SMOKERS THEMSELVES."
. . .
O FIRST, SEGMENT POTENTIAL AUDIENCES BY:
- BELIEFS
- PROFESSIONAL RESPONSIBILITIES
- POSSIBLE CALLS TO ACTION
. . .
AUDIENCE
BUSINESS OWNERS OF PUBLIC PLACES
- RESTAURANTS, HOTELS, ENTERTAINMENT VENUES
- THEIR ASSOCIATIONS (NRA, ETC.)
DEMOGRAPHICS/PSYCHOGRAPHICS
o "ENTREPRENEURIAL"
O DISLIKE GOVERNMENT INTERFERENCE, REGULATION
BELIEFS/ATTITUDES
O BASED ON THE EPA REPORT, ETS SEEMS BAD
O THIS SMOKING ISSUE IS A BIG HASSLE AND FRANKLY, I'M NOT SURE WHAT TO DO ABOUT IT
O MY BUSINESS DEPENDS ON SATISFYING THE CUSTOMER AND I DON'T WANT TO LOSE ANY POTENTIAL CUSTOMERS.
O I CAN'T AFFORD TO HAVE GOVERNMENT IMPOSE ANY MORE REGULATIONS ON MY BUSINESS
DESIRED BELIEFS/ATTITUDES
O I DIDN'T REALIZE THAT ETS SMOKE IS SUCH A SMALL PART OF THE AIR QUALITY ISSUE
O I WANT TO WORK OUT THE ISSUE ON MY OWN TERMS CONSIDERING WHAT IS BEST FOR MY CUSTOMERS AND BUSINESS
O THE "ACCOMMODATION" PROGRAM SEEMS TO BE A SENSIBLE SOLUTION TO THE SMOKING ISSUES
DESIRED ACTION
O CREATE AND IMPLEMENT POLICIES WHICH "ACCOMMODATE" BOTH SMOKERS/NON-SMOKERS IN THE WORKPLACE
- "COURTESY" POS
O ASSOCIATIONS JOIN COALITION
O WRITE A LETTER VOICING THEIR CONCERNS/OPINIONS
. . .
AUDIENCE
SCIENTIFIC COMMUNITY, ACADEMIC/RESEARCH M.D.'s . . .
DESIRED BELIEFS/ATTITUDES
O THE EPA HAS MISUSED SCIENCE TO FORCE A CONCLUSION
O THIS "BAD SCIENCE" SHOULD BE REFUTED TO PROTECT ACCEPTED METHODS AND REPUTATION OF COMMUNITY
O WE SHOULD REALLY ADDRESS THE BIGGER ISSUE OF AIR QUALITY AND DO SOMETHING ABOUT THAT
DESIRED ACTION
O REBUT THE EPA SCIENTIFIC EVIDENCE, METHODS AND CONCLUSIONS IN THE SCIENTIFIC COMMUNITY
o FRAME THE ISSUE AS A BIGGER ONE THAN JUST ETS
- PROVIDE A CREDIBLE SENSE OF PERSPECTIVE AND PRIORITIES
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