Documento desclasificado de la PM en inglés.

1. Spain Corp. Affairs
CORPORATE AFFAIRS WORK PLAN
SPAIN AND PORTUGAL
MAY 1990
2501026750
---------------------------------------------------------------------------------------------------------------
LOBBYING
OBJECTIVE
To slow down the approval of the Royal Decree banning advertising and, if we succeed, to
modify its contents.
DONE
We have mobilized the press (printed, radio, and private television) to question and attack the
proposed advertising ban. Articles have appeared and comments aired in this respect (See
attachments).
Tabacalera
Through the personal intervention of Carlos Salguero, Carlos Rodríguez, and Oscar García Siso,
Tabacalera prepared a document opposing the Royal Decree. This document was modified and
approved by the industry, and presented to the Government on May 5th. This was done through
AST (The industry association) under the presidency of García Siso. Another meeting is now
pending with the Minister of Health (See attachments)
Leo Burnett
Our activies have been coordinated with, and completed by, Leo Burnett. Roberto Forero has
been extremely helpful in this task.
Asociación Española del Tabaco
Under the leadership of Philip Morris, the AET was constituted last February, and it is presided
by Oscar García Siso during its first year of existence. AET has begun to act as the voice of the
industry vis-a-vis the Government.
Canarias
Legislation of Tax Modification
Other (attachments)
TO BE DONE
To continue our all-out effort to slow down and modify the Royal Decree.
To keep expanding our contacts with politicians and the press.
Brussels
To develop a system of effective lobbying in the defense of our interests, it it imperative that
our efforts in Spain and Portugal be properly supported and complemented in Brussels.
1

2. We need someone in Brussels able to deal with Spanish and Portuguese issues, politicians, and
bureaucrats.
INDOOR AIR QUALITY
OBJECTIVE
To create an awareness in the scientific community, the press, and health officials, that tobacco
smoke plays only a marginal role in the contamination of indoor air.
DONE
On January 16 Gray robertson, of Healthy Buildings International, gave a press conference in
Madrid explaining the elements that pollute indoor air. He pointed, directly and indirectly, to the
marginal role of tobacco smoke as an indoor air pollutant.
This conference was extremely well attnded with all the important publictions of Spain being
represented. Mr. Robertson's press conference was featured by TV Española on a special
program on (date), and was reported on radio and television, as well as in a long list of
publications (See attachments)
On March 16 Simon Turner, of Healthy Buildings International, and Elie Sterling, of Theodor P.
Sterling of Canada, gave a press conference to announce the result of their study of an office
building in Madrid. Their press conference, as well as the study, were sponsored by the Madrid
Association of Architects. This press conference was aired primarily at the technical press. There
was ample coverage of the event. (See attachments)
As a result of these two events and their very positive reception by the press, Healthy Buildings
International has opened an office in Madrid and has become quite active in calling attention to
the IAQ (indoor air quality) issue.
We have begun to identify doctors and scientists interested in the IAQ issue. Three of them
already attended the IAQ meeting 1st April in Lisbon.
TO BE DONE
We are planning an in-depth mobilisation of the scientific community and the press concerning
IAQ. Our next step, in collaboration with the Pan-European Project headed by Helmut Gaisch is
to study air quality in Madrid, Barcelona, Bilbao, Sevilla, and Valencia, and to give ample
coverage to the results of these studies as they become known.
ETS
OBJECTIVE
To make the Spanish and Portuguese scientific communities and their societies aware of the
complexity concerning ETS and of the lack of scientific justification for the drastic anti-smoking
measures based on ETS assumptions.
DONE
We have identified a small group of doctors and scientists interested on the subject. We have
provided them with copies of the Varela study. (See attachment)
TO BE DONE
2

3. Continue to increase our contacts with the scientific community ond organize an ETS congress
in Spain at the beginning of 1991. We have already begun to prepare this congress under the
legal supervision of Shook, Hardy & Bacon, and with the technical assistance of J.K. Roth, M.D.
LIBERTAD
To create a highly visible and credible group of people in Spain and Portugal willing and able to
defend freedom of commercial speech.
DONE
On May 7 a highly successful introduction of Libertad took place in Madrid. The four members
of the panel were individuals of the higest possible intellectual and public standing in Spain.
One of them, Camilo José Cela, is the 1989 Nobel Prize for Literature and the other three are
members of their respective Royal Academies and prolific writers, very well known throughout
the whole Spanish speaking world.
The event was well attended and well covered in the Spanish press the following day. (See
attachment)
TO BE DONE
The success of the introduction of Libertad has been such that we are considering the
possibility of creating a Libertad chapter in Madrid.
Excerpts from the speeches are being prepared to be widely distributed throughout Spain, and
a video tape of the act is also being edited for future use.
A special tape was prepared in which President Bush introduces David Horse and Libertad. This
tape was used in Madrid and is now available for use anywhere else.
Leo Burnett Spain has committed itself to prepare the Libertad booklet and to assist in its
distribution.
JOURNALISTS' CONFERENCE
OBJECTIVE
To establish direct and personal contact with reputable and independent journalists, and to
provide them with an unprejudiced view of problems and issues affecting the industry.
DONE
All the initial preparations for a June conference itself between June 18 and June 20 and to
establish an effective system to follow up our contacts.
Those invited to this conference represent radio, television and the printed press of Spain and
Portugal. Attendance will be limited to between 12 and 15.
SMOKERS CLUBS/RESTAURANTS PROGRAMS
OBJECTIVE
To create a body of opinion that will militantly oppose the excessive restrictions on smoking.
DONE
3

4. Last October, on their way to Pamplona for the international meeting of HO RE CA, spokesmen
from the Beverly Hills Restaurant Association met in Madrid with important restaurant owners
and members of several industry associations. During these meetings the Spanish
restauranteurs were informed of the negative impact the smoking restrictions had upon their
Beverly Hills counterparts and how their pressure forced local authorities to reverse their
decision and allow smoking. These meetings were made possible by PM Spain through an
excellent contact with the President of the Confederation of Hotels and Restaurants and in spite
of the difficulties created by Burson Marsteller, the coordinators of the tour.
Contacts have been made with key individuals to establish smokers' rights groups in Madrid and
Barcelona.
TO BE DONE
Taking advantage of our excellent contact with the Confederation of Hotel and Restaurants, a
program will be organized in conjunction with the national conference of restaurateurs
scheduled for November 1990 in Jerez.
A joint program of restaurants and SRG's will be organized, consisting of dinner events at which
the pleasures of fine dining and smoking will be emphasized and publicized.
At least two Spaniards will attend the International Smokers Rights Conference in Helsinki in
September of this year. Coalitions with other compatible clubs (Pipe Smokers, Gourmands) are
being investigated.
Also under investigation is the possibility of opening a Smokers Lounge in several airports. This
is in the preliminary stages and a definite strategy is yet to be developed.
INTERNAL BRIEFING
OBJECTIVE
To bring up to speed all senior and middle management of PM Spain and Portugal concerning
issues affecting the industry.
TO BE DONE
In September (according to the availability of speakers) a 2 day meeting will take place in
Madrid to inform all senior and middle management of all the problems affecting the industry,
the strategy of the antis, industry activities, and all related issues. This will be done with the
assistance of qualified presenters from within and outside the company.
This briefing will be the first step in an internal program for maintaining our personnel alert and
involved concerning public affairs issues.
SPOKESPERSONS PROGRAM
OBJECTIVE
To have a group of well-qualified and informed individuals within the company able to portray
the company and the industry positions concerning issues affecting us.
TO BE DONE
Beginning with Carlos Rodríguez, two or three of the company's top managers will be trained,
substantively and formally, to participate in public discussions concerning the problems facing
the industry.
As part of this program, Mr. Rodríguez and his top assistants will understake a program of
periodic meetings with the press, irrespecive of whether an inminent crisis exists or not.
4

5. AMERICAN-EUROPEAN COMMUNITY ASSOCIATION (AECA)
OBJECTIVE
To supplement our lobbying activities by developing direct access to key politicians.
TO BE DONE
To participate fully in the activities of the AECA and to open a chapter of this association in
Madrid under our leadership.
PORTUGAL
OBJECTIVE
To develop and maintain effective communication with members of the government, the press,
and Tabaqueira.
DONE
We have identified some Portuguese journalists that will be participating in our journalists'
conference in Buenos Aires.
We are inviting Mario Soares, President of Portugal, to participate in the festivities of the Age of
Discovery, an event celebrating the Portuguese contribution to worldwide discoveries. This
event is sponsored in part by PM. We are in the process of organizing a follow up to the
festivities in New York, since the event is of considerable interest in Portugal.
TO BE DONE
To integrate Portugal in all the projects beforehand discussed in relation to Spain.
5