Title list of documents made publicly available, February 1-28, 1998

Morris, Eric

doi:10.2172/594517

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“…As RJ Reynolds explained, “The public has become so enured [sic] to the public portrayal of `sinister Big Tobacco' that … we … will have to shock the public into … tak[ing] another … look at … their prevailing assumptions.”82 A 1996 Philip Morris manual advised public speakers that increasing credibility depended on using “mind openers,” saying the opposite of what an audience expected, such as “[c]hildren should not smoke.”83 The audience would thus “be more willing to listen to your other message points.”83…”

Section: Resultsmentioning

confidence: 99%

“…The media were the conduit through which industry views reached the public,129 whereas opinion leaders-business and community leaders, government employees, and other politically active adults107,130-helped enlist legislator support for industry positions 44. Scientists were key to preserving industry access to scientific consultants, journals, and academic institutions and influence over regulatory proceedings 131,132…”

Section: Resultsmentioning

confidence: 99%

“…Philip Morris speakers alluded to (but did not apologize for) the industry's history of deception, describing Philip Morris as now “more open and honest,” a statement implying that Philip Morris had always been somewhat open and honest rather than fundamentally dishonest 152,153. The goal, according to PM21 planners, was to improve public perception of Philip Morris by “being seen as 'coming clean' on tobacco issues [italics added].”96…”

Section: Resultsmentioning

confidence: 99%

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The Role of Corporate Credibility in Legitimizing Disease Promotion

McDaniel

Malone

2009

Am J Public Health

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Objectives-We explored what corporate "credibility" means to tobacco companies to determine xxxx.Methods-We collected documents from an online tobacco industry document archive and analyzed them with an interpretive approach.Results-Tobacco companies conceptualized credibility not as being worthy of belief or confidence but as inspiring it. Thus, credibility was understood primarily as altering public perception of the industry. "Truth" was largely absent from tobacco industry conceptualizations of credibility, which were linked with "responsibility" and "reasonableness." However, industry research found that the public regarded credibility and responsibility differently, expecting these to entail truth telling, advertising reductions, less harmful products, apologies for deception, making amends, or exiting the tobacco business altogether. Overall, industry credibility-building projects failed repeatedly.Conclusions-Public health discourse increasingly attends to the roles of corporations in promoting disease. Industries such as tobacco and alcohol have been identified as profiting from harmful products. Yet corporations' ability to continue business as usual requires sustaining an implicit societal assent to their activities that depends on corporate `credibility.' For public health to address corporate disease promotion effectively, undermining corporate credibility may be strategically important.Increasingly, a strand of public health discourse has diverged from traditional "risk" discourse, which tends to draw attention to individual or community-level behavior, to explicitly highlight the roles played by the "supply side": corporations whose activities create or contribute to ill health. 1-4 Numerous industries have been identified as "antihealth" because of the effects of their products or activities, including the alcohol, chemical,firearms,food,oil, automobile, and tobacco industries. 5-10 Their continued operation depends, in part, on achieving and maintaining corporate "credibility"; without it, companies may face regulatory constraints, political disadvantage, and public disgrace. If credibility problems are severe, a corporation might ultimately lose its license to operate.Researchers have examined how various industries attempt to build credibility by, for example, creating image-building campaigns or imposing self-regulation. 6,9,11,12 However, no previous studies have analyzed how any particular industry conceptualizes corporate credibility, how it relates to other concepts such as "responsibility," and whether the public shares corporate interpretations of credibility. We addressed this gap by examining the tobacco industry's conceptualizations of credibility across time and across companies. Our analysis has implications for public health efforts to challenge other industries' health-damaging practices. METHODSLitigation against the tobacco industry has resulted in the release of internal industry documents. 13,14 An electronic repository at the University of California, San Francisco, ...

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

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