Philip Morris, U.S.A. Proactive Public Relations Plan African-American & Hispanic Market

Philip Morris, U.S.A. Proactive Public Relations Plan African-American & Hispanic Market

This document shows that Philip Morris (PM) leverages its sponsorships of ethnic events by getting the sponsored entity to "provide an appropriate opportunity for a company executive to address" PM issues. It also shows that PM identifies ethnic "'friends of Philip Morris' in influential places" and asks them "to author or lend their names to editorials which preseent a more beneficial perspective" on PM. The author points out how using influential ethnic representatives to bring PM's point of view like this "would be far more effective than requesting direct support for Philip Morris."

Title PHILIP MORRIS, U.S.A. PROACTIVE PUBLIC RELATIONS PLAN AFRICAN-AMERICAN & HISPANIC MARKET Date 19980620/E Type REPT, REPORT, OTHER Bates 2071783355/3359 Pages 5 URL: http://legacy.library.ucsf.edu/tid/umf08d00

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