The document summarizes the role of media in tobacco tax strategizing forums. It discusses how getting reporters to deliver messages to the public is ideal since news has higher credibility than advertising. It also outlines the key characteristics media must have like timeliness, accuracy, and impartiality while serving public interest. The rest of the document outlines various issues discussed in such forums, including health, investments, legislation, agriculture, marketing, national budget, and corporate social responsibility concerns. It notes that substantial community empowerment through donations is newsworthy.

1. 5/11/10
The Role of Media
Lala Rimando
Newsbreak
Tobacco Tax Strategizing Forum
22 April 2010
Sofitel Philippine Plaza Manila
The stakeholders
Finance
NGOs
Dep’t
Marketing,
Lawmakers
Advertising
Health Agriculture,
Dep’t farmers
Tobacco
Media industry
CSR
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2. 5/11/10
News has higher
credibility than
advertising, so getting
How media works reporters to deliver
your message to the
public is ideal.
Editorial Business
MEDIA
How media works
MUST :
SPOT?
New media?
• Timeliness,
Analytical Old media? • Accuracy,
Explanatory • Impartiality,
Investigative • with public
Opinion interest,
• Uniqueness,
• Scale,
Sound byte
Video /
Visuals /
Graphics
Quotable quote
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ISSUE
HEALTH
ISSUE
INVESTMENTS
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4. 5/11/10
ISSUE
LEGISLATION
ISSUE AGRICULTURE
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5. 5/11/10
ISSUE
MARKETING
ISSUE
NATIONAL
BUDGET
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6. 5/11/10
ISSUE
CSR,
Local
concerns
“If people behave normally, that is
not news. If companies donate
books, that is not news. There is no
impact to the community. But if the
money or the impact is substantial
enough to empower the
communities, then that is news.”
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7. 5/11/10
When everyone gets together
The case of the Cast of Characters:
Eraserheads  Multinational
concert: company
 Health officials
 Anti-tobacco NGOs
 Law (advertising
ban)
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