The Philip Morris tobacco company was recently forced to apologize for its role in commissioning a report which claimed that the Czech Republic benefits economically from the premature deaths of smokers. Ever eager to help an old friend, the August 6 issue of
PR Week asked PR experts, "How can Philip Morris regain PR ground following the publication of the Czech report?" Advice from the pros included:
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"More advertisements praising the philanthropic activities of its Kraft and Miller subsidiaries would be wise."
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"The best thing for it to do is minimize its public profile."
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"Partner itself with a consumer watchdog group."
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"Fire all of those involved in commissioning these studies, and obtain confidentiality statements from each of them."
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"Resist interview requests; any interviews on this will be no-win situations."
