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In keeping with PM's adversarial view of public health efforts, the The PR company planned to develop a "War Book" of "key issues and message points we believe will be effective in Colorado."
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'''PM Media Actin Network - Media Plan for Colorado'''
This document, [[Philip Morris]]'s (PM) ''Media Plan for Colorado'' was written by public relations firm [[Russell, Karsch & Hagen]] (Rk&H) in Denver, and states PM's plans:
<blockquote>"We will begin to reshape public opinion through the media..." and "...[W]e are confident we can continue to shift the media's view, and, ultimately the view of the general public...toward issues affecting the industry. </blockquote>
PM operatives planned to join and infiltrate Colorado journalistic organizations with the aim of altering coverage of tobacco issues in Colorado. As stated in the document, they planned to "actively participate in a number of influential media organizations including, but not limited to, the [[Colorado Broadcasters Association]] and the [[Colorado Press Association]]." But the goal was to be more than just a member in these organizations. Rather, RK&H operatives planned to join these organizations' decision-making bodies on behalf of PM and use them to their benefit. The plan states:
Per. Author HEAD,J; RUSSELL,C; ZIMMERMAN,L <br>
Date 19950315 <br>
Type MEMO, MEMORANDUM ; MEPL, MEDIA PLAN <br>
Bates 2046117815/7820 <br>
Pages 6 <br>
