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The Role of Media

Lala Rimando Newsbreak

Tobacco Tax Strategizing Forum 22 April 2010

Sofitel Philippine Plaza Manila

The stakeholders

Tobacco industry Media

Health Dep’t

Lawmakers

Finance Dep’t NGOs

Marketing, Advertising

Agriculture, farmers

CSR

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How media works

MEDIA

Editorial Business

News has higher credibility than advertising, so getting reporters to deliver your message to the public is ideal.

How media works MUST : • Timeliness, • Accuracy, • Impartiality, • with public interest, • Uniqueness, • Scale,

SPOT? Analytical Explanatory Investigative Opinion

New media? Old media?

Sound byte Video / Visuals / Graphics Quotable quote

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ISSUE

HEALTH

ISSUE

INVESTMENTS

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ISSUE

LEGISLATION

ISSUE AGRICULTURE

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ISSUE

MARKETING

ISSUE

NATIONAL BUDGET

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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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When everyone gets together

The case of the Eraserheads concert:

Cast of Characters:   Multinational

company   Health officials   Anti-tobacco NGOs   Law (advertising

ban)