doc-alert

Anne Landman, Research SpecialistPosting Date:  Wednesday, January 18, 2006
PM USA Online Media Strategy
Date: 22 Mar 2001
Length: 9 pages
Bates No. 2085575184/5192
URL of this Summary:  http://tobaccodocuments.org/landman/2085575184-5192.html
Document Images: http://legacy.library.ucsf.edu/tid/oix21c00 (images not yet
available on TDO)

    This 2001 memo from the public relations firm APCO Worldwide instructs
Philip Morris on how to set up its web site to get the best results from the
media.  At the end it directs PM to look at the web site of Enron to see a good
example of a well-designed section on corporate responsibility.

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Thanks to Laurie Comstock of Sacramento, California for forwarding this
document.
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  Quotes: 

  For the good-corporate-actor image to be deemed more credible it must be
consistently reflected in your earned media and packaged in your Web site.  PM's
ability to make the good-corporate-actor image real for the public is directly
linked to your ability to use earned media and your Internet presence to push
the your message.  The more you are able to put your "working to make a
difference " message in front of the reporter, the harder it is for them to
write a story that says otherwise.  Below is APCO's general strategy for using
online tactics to engage the press in a proactive and reactive manner to push
your "working to make a difference" message...

  ...II. Examples of Quality Media Web Site Sections...

  Enron: http://www4.enron.com/com/pressroom/  This site could be extremely
useful to you because it contains both a "Corporate Responsibility" section and
an "In the Community" section designed for use by the press. Both of these
sections could models for how you set up your media targeted Web presence.

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  Company 
  Philip Morris 
  Author 
  APCO Worldwide 
  Recipient 
  McCormick, Brendan (Coordinator, PM Media Affairs/Media Services) 
  Mr. McCormick is the Coordinator of Media Affairs, PM USA and he gave a
deposition that was 90 pgs on 5/24/85 for the Philip Morris v. ABC case. (PMI's
Revised Initial Disclosure, June 27, 1996)
  Region 
  United States 
  Named Organization 
  Apco Associates (Global public relations company) 
  Retained by PM to organize the front group TASSC, (The Advancement of Sound
Science Coalition")
  Boeing (Aircraft manufacturer) 
  Cable News Network 
  Enron (Corrupt energy company based in Houston, Texas) 
  Went bankrupt as a result of committing institutionalized, systematic, and
well-planned accounting fraud.
  Fortune 
  General Electric 
  Lucent Technologies 
  Miller Brewing 
  Philip Morris Companies Inc 
  PM 
  PMI, Philip Morris International 
  PMUSA, Philip Morris USA 
  RJR, R.J.Reynolds 
  Washington Post 
  Wal Mart Stores 
  Litigation 
  Feda/Produced 
  Named Person 
  Engle 
  Type 
  MEMO, MEMORANDUM 
  REPT, REPORT, OTHER 
  Subject 
  mass media 
  internet 
  corporate responsibility 
  Corporate strategy 
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Anne Landman 

Tobacco Document Research and Consulting

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