From: anne@tobaccodocuments.org
Date: Thu, 02/15/07
Anne Landman920000 Corporate Affairs World Conference Workshop Results Draft
Executive Summary
Company/Source: Philip Morris
Document Date: 1992
Length: 19 pages
Bates No. 2023645195/5213
URL of this Posting: http://tobaccodocuments.org/landman/2023645195-5213.html
Document Images: http://legacy.library.ucsf.edu/tid/vsx88e00
This 19-page report prepared by the public relations firm Hill & Knowlton for
Philip Morris (PM) in 1992 summarizes the conclusions drawn from PM's 1992
Corporate Affairs World Conference Workshop.
The summary shows PM deeply at odds with adversaries and taking aggressive
tactics to fight them, working to shift debates to topics that benefit the
company, take the focus off tobacco wherever possible, influence journalists,
the media and financial analysts, and create a "halo effect" for the
corporation. The summary reveals different tactics that PM uses with various
audiences:
A section entitled "Ways to Win with Adversaries and Special Interests" says
PM's overall objective is "To position Philip Morris as a globally concerned
company, and to repsond to the opposition." Strategies include:
--"Change the focus of the issue (for example, shift the debate from solid
waste to public health/public safety.)"
--"Explore and exploit the opposition's weaknesses."
--"Investigate legal challenges to opposition efforts."
--"Develop alliances with other groups being attacked by the opposition."
A section titled, "Ways to Win With The News Media" says,
--"Begin large-scale program of journalism education (focusing on accuracy,
accountability, objectivity, etc.)"
--"Become a source of information and expertise on marketing, education,
support of the arts...
--"Ensure greater visibility of our cultural support and philanthropic
activities."
--"Develop more programs in conjunction with 'model corporations' to achieve a
'halo effect' for Philip Morris.
--"Whenever possible, broaden the media's perspective by emphasizing Philip
Morris' wide range of companies and products."
To "Win with Financial Analysts":
--"Publicize corporate 'good works' to the investment community."
--"Consider a change to a more neutral corporate name."
--"Develop plans to counter negative media and analysts; develop plans to
reinforce positive media and analysts."
The section "Ways to Win with Congress/National Government" states the "Overall
Objective" is "to have Philip Morris seen in five years as a global leader at
the local level, and as an important and reliable partner to enhance the
economic well-being of communities shared by the company and elected
representatives." Tactics include
--"Focus on issues that national governments find most important..."
--"Dispel 'invader perception' in foreign countries (and states, where it
exists) and work to become part of the community."
--"Offer legal and regulatory alternatives."
--"Educate lawmakers regarding Philip Morris' diversity and its economic
impact jobs on home districts."
"Ways to Win with State and Local Governments" include,
--"Develop support for politicians most likely to rise to positions of power
later on..."
--"Communicate themes of Philip Morris as a great U.S. and global company, to
challenge critics head on and promote the benefits of growth generated by the
private sector."
--"Consider a corporate name change."
--"Merge the lobbying efforts of Miller, KGF and PM USA."
Under "Ways to Win with the General Public," the suggestion to "Consider a
corporate name change" occurs yet again.
PM ultimately acted on many of these points, including the recurring "name
change" suggestion (when it changed its name to Altria Group.)
-----------------------------------------------------------
Company
Philip Morris (Division of Altria Group)
Author
Hill & Knowlton
Recipient
Corporate recipient, Philip Morris
Region
United States
Litigation
Stmn/Produced
Named Organization
Worldwide Corporate Affairs Network
Miller
1992 Corporate Affairs World Conference
KGF, Kraft General Foods
Type
REPT, REPORT, OTHER
LIST, LIST
Subject
corporate
Corporate image
Corporate philanthropy (Company giving behavior)
The giving of money to causes by a company, usually in a manner that makes the
company appear altruistic to the public. Corporate philanthropy is usually done
to achieve public relations or political gains.
Corporate strategy
public opinion
public relations
Political Influence (How the industry develops and applies political
influence)
--------------------------------------------------------------------------------
This service is created by Anne Landman, facilitated by Tobacco Documents
Online, www.tobaccodocuments.org and sponsored by the Center for Media and
Democracy, www.sourcewatch.org
Anne Landman
Center for Media and Democracy
www.sourcewatch.org
TobaccoWiki Editor
P.O. Box 23099
Glade Park, CO 81523-0099
Ph. 970/ 263-9199
| 
