s3541044Emma Dennis

Assignment 2 // Content Folio

COMM2687_1610Influence and Impact in Public Relations

Task 1 - FAQ (Original) March 25, 2016

FAQ

What is the Philip Morris International RRP portfolio?The Portfolio contains 4 different RRPs that are still in development and haven't been released commercially. 2 of these are e-vapour products that do not contain tobacco, and the other 2 use different methods to heat rather than burning tobacco.

What are Risk-Reduced Products?RRPs is the term used by our company to refer to Risk-Reduced Products. Their intention is to reduce the harm and risk caused to individuals by smoking regular cigarettes.

Who are these products designed for?Our consumers looking to quit smoking conventional cigarettes want a product that delivers satisfactory taste and ritual characteristics. We have put copious amounts of research into developing products that can emulate the feeling of smoking a normal cigarette, but significantly reduce the risks that it causes.

Why can’t I find any PMI RRPs in stores?Many of our products aren't available for retail sale yet as they are still in various stages of development. Once we have concluded our products suit the needs of each consumer and are proven to be less harmful, a full range of PMI RRPs will be sold on worldwide markets.

Where are RRPs sold?The heat-not burn IQOS is on sale in Switzerland, Milan and Japan. It is currently our only RRP on the market as our others are still in the development process.

When will the heat-not-burn IQOS be sold in Australia?We are in the process of introducing the product into the Australian market so it should be ready for sale very soon!

What’s the difference between a conventional cigarette and the heat-not burn IQOS?The heat-not-burn IQOS is still tobacco based, however it is operated with an electric charger.

How much will it costs to buy a heat-not-burn IQOS?We are unable to provide an exact cost for the product in Australia dollars at this time. However the device is sold in Italy for 70 euros and 5 euros for each packet of 20 heat sticks.

Why is smoking an RRP safer than smoking a cigarette?Our heat-not-burn tobacco sticks are heated up to around 50 to 250 degrees Celsius, limiting the number of toxic chemicals released by up to 90% compared to conventional cigarettes.

About Us > FAQ

> Government Advocacy > Corporate Governance > Our History > How We Operate> Tobacco Regulation> Our Management> FAQ > Reduce Risk Products > Tobacco Regulation > Employment > Sustainability

FAQ

What are Risk-Reduced Products?RRPs is the term used by our company to refer to Risk-Reduced Products. Their intention is to reduce the harm and risk caused to individuals by smoking regular cigarettes.

What is the Philip Morris International RRP portfolio?Our Portfolio contains four different RRPs that are still in development and haven't been released commercially. Two of these are e-vapour products that do not contain tobacco, and the other two use different methods to heat rather than burning tobacco. We have over 2000 pending applications on new RRP developments to date.

Who are these products designed for?Our consumers looking to quit smoking conventional cigarettes want a product that delivers satisfactory taste, nicotine delivery, sensory experience, and ritual characteristics. We have put copious amounts of research into developing products that can emulate the feeling of smoking a normal cigarette, but significantly reduce the risks that it causes.

Why can’t I find any PMI RRPs in stores?Many of our products aren't available for retail sale yet as they are still in various stages of development. To support our claims that RRPs can reduce risk and are safer than combustible cigarettes, we’ve had to conduct extensive scientific testing and rigorously examine each variable gone into the process. Once we have concluded that our products suit the needs of each consumer and are all proven to be less harmful, a full range of PMI RRPs will be sold on worldwide markets.

Have PMI manufactured any RRPs yet?Yes. The heat-not-burn IQOS is our latest RRP and the only one on the market. It is a hybrid between a normal cigarette and a vaporiser.

Where are RRPs sold?The heat-not burn IQOS is on sale in Switzerland, Milan and Japan. It is currently our only RRP on the market as our others are still in the development process.

Task 1 - FAQ (Rewritten)

FAQ

What are Risk-Reduced Products?RRPs is the term used by our company to refer to Risk-Reduced Products. Their intention is to reduce the harm and risk caused to individuals by smoking regular cigarettes.

What is the Philip Morris International RRP portfolio?Our Portfolio contains four different RRPs that are still in development and are soon to be released commercially. Two of these are e-vapour products that do not contain tobacco, and the other two use different methods to heat rather than burning tobacco. We have over 2000 pending applications on new RRP developments to date.

Who are these products designed for?Our consumers looking to quit smoking conventional cigarettes want a product that delivers satisfactory taste, nicotine delivery, sensory experience, and ritual characteristics. We have invested in research into developing products that can emulate the feeling of smoking a normal cigarette, but significantly reduce the risks that it causes.

Why can’t I find any PMI RRPs in stores?Many of our products aren't available for retail sale yet as they are still in various stages of development. To support our claims that RRPs can reduce risk and are safer than combustible cigarettes, we have conducted extensive scientific testing and rigorously examine each variable gone into the process. Once we have concluded that our products suit the needs of each consumer and are all proven to be less harmful, a full range of PMI RRPs will be sold on worldwide markets.

Have PMI manufactured any RRPs yet?Yes. The heat-not-burn IQOS is our latest RRP and the only one on the market. It is a hybrid between a normal cigarette and a vaporiser.

Where are RRPs sold?The heat-not burn IQOS is on sale in Switzerland, Milan Japan, and soon to be Australia. It is currently our only RRP on the market as our others are still in the development process.

When will the heat-not-burn IQOS be sold in Australia?We are in the process of introducing the product into the Australian market so it should be ready for sale very soon!

What’s the difference between a conventional cigarette and the heat-not burn IQOS?The heat-not-burn IQOS is still tobacco based, however it is operated with an electric charger. The components include the portable charging box and its electric charger, an electric wand and a packet of heat sticks (miniature cigarettes that contain tobacco and glycerine).

Why is smoking an RRP safer than smoking a cigarette?An average cigarette breaks down tobacco and emits harmful chemicals because it burns at such high temperatures; usually between 800 and 900 degrees Celsius. Our heat-not-burn tobacco sticks are heated up to around 50 to 250 degrees Celsius, limiting the number of toxic chemicals released. Research shows that the heat-not-burn IQOS reduces the amount of toxins emitted by 90%.

How much will it costs to buy a heat-not-burn IQOS including all of its components?We are unable to provide an exact cost for the product in Australia dollars at this time. However the device is sold in Italy for 70 euros ($101.98 AUD) and 5 euros ($7.28 AUD) for each packet of 20 heat sticks.

Less than 2 months until the #heatnotburn #IQOS hits Australian stores! Check out this vid of employee Sarah discussing the product! #PMI #RRP

Task 3 - What The #! (Original Twitter & Instagram)

Original Draft of Twitter Feed (March 31, 2016)

Original Draft of Instagram Feed (April 7, 2016)

Instagram link: https://www.instagram.com/insidepmi/

Less than 2 months until the #heatnotburn #IQOS hits Australian stores! This is what consumers will receive when they purchase the product. #PMI #RRP #electriccigarette #May31

Task 3 - What The #! (Rewritten Twitter & Instagram)

Emma Denniss3541044

COMMS2687_1610Impact and Influence

Assignment 2, Folio Task 3 What the #!

INSIDEPMI

./ / / /

. / / ./ / / / :/ / . / .. ::: / . :

insidepmi

insidepmi The incredibly mechanical process of manufacturing our products doesn't change when we release new ones! We’ve adapted to a contemporary market but our values remain ethical and honest. #PMI #fairphilipmorris #reducedrisk #RRP #ecofriendly

shaneharris04 @insidepmi The new #RRP is so innovative!barbarap Very well said! I don't smoke but I appreciate your values. 41 minutes ago

Task 4 - More Than Words (Original) April 15, 2016

Task 4 - More Than Words (Rewritten)

Task 6 - Feature Angle (Original) May 1, 2016

Climate Change, Carbon Emissions and Earth Hour

For 60 minutes on the 19th back in March, 178 countries participated in Earth Hour. Between 8:30 and 9:30pm, participants switched off their lights and enjoyed the annual event that promotes sustainability. But is practicing eco-friendly behaviour for one hour every year all that we can do to improve the planet? And if climate change is such a horrible issue, what else can be done to minimise our carbon footprints?

According to a new analysis of the geologic record, the carbon emissions rate is ten times greater today than ever before since the prehistoric period. This essentially means that humans are sending more carbon into the atmosphere in 2016 than ever before in 66 million years. In light of this, does one hour each year really seem like enough to make a difference?

The World Wide Fund for Nature (WWF) started Earth Hour back in 2007, where the first event kicked off in Sydney. 2.2 million people and 2,100 businesses participated in what would become a global phenomenon. This year, more than 400 of the world’s most iconic landmarks turned off their lights. Whilst this significantly contributed to conserving energy for the hour, how much of the world’s carbon footprint comes from these landmarks?

There are other factors apart from individuals and companies that account for the large increase in carbon emissions and that is factories and agricultural businesses. Large corporations with multiple factories in operation and farming businesses have very large carbon footprints. Many of these industry leaders are taking extreme measures to lessen their carbon footprint including Philip Morris International, the number one tobacco company in the world and a CDP A list top performing corporation for reducing their carbon footprint in 2015.

According to Andy Harrop, director of sustainability and performance at the company, they’ve taken extreme measures to achieve a 30% reduction in their carbon footprint across their whole value chain by 2020. The environment is something where ‘you have to deliver on your goals’, Harrop states, passionate about the companies efforts to promote sustainability including their production of reduced risk products, one of which will be sold in Australia on May 31st. The heat-not-burn IQOS electric cigarette was made based on the mantra that working efficiently goes ‘hand in hand with helping the environment’.

There is more that we can all do to lessen our carbon footprint, and Earth Hour is just the start. The developments in climate change are only growing with every month that goes by and our awareness of it doesn't seem to change our behaviour. Whilst there are many smaller acts that individuals can practice to reduce our carbon emissions rate, it is important to first and foremost know the effects we’re having on the environment and the permanent repercussions that could eventuate in time. Hosting a personal Earth Hour

more frequently by turning the lights off for an hour each week would have an extremely positive effect on not only your electricity bills, but humanity as a whole.

Chosen angle: The piece focuses on Earth Hour and climate change; specifically carbon emissions which have greatly increased according to a recent study. It will be released immediately reflecting on the hour and the effects of an increased carbon footprint, citing Philip Morris International as a corporation with great awareness of their own.

Chosen publication: The piece will be sent to The Herald Sun as they’ve published many pieces annually regarding Earth Hour therefore have a following that is interested in the topic. They also publish many pieces that focus on sustainability and report frequently on climate change news, using a voice that’s informative but also urging which is appropriate to this piece.

Journalist Pitch: In light of a recent study regarding carbon emission rates and Earth Hour which took place a couple of months ago, Philip Morris International addresses their focus on climate change. The piece focuses on sustainability and cites the corporation as having a reputable sustainability strategy and awareness.

Task 6 - Feature Angle (Rewritten)

Earth Hour: Lights Out To Reducing Our Carbon Footprint Worst carbon emission rates since prehistoric times.

17th March, 2016 10:38amThis Saturday marks the 10th anniversary for Earth Hour. The World Wide Fund for Nature, creators of Earth Hour, are predicting 178 countries, 400 landmarks, 2 billion twitter impressions, and 1 million individuals taking action to promote the end of climate change this year. With expectations like these, it’s hard to believe that the carbon emissions rate is ten times greater in 2016, than ever before in 66 million years.

According to a new analysis of the geologic record, humans are sending more carbon into the atmosphere now than when dinosaurs roamed the earth during the prehistoric hot period. Never has humanity had such a negative effect on the planet. Earth Hour couldn’t come soon enough as speculation suggests that this year’s will be the most successful to date. It seems however as our participation rises, so does our carbon emission rate, which begs the question; is one hour really enough?

The WWF launched Earth Hour back in 2007, when 2.2 million people and 2,100 businesses participated in turning their lights off. The action, which serves as a symbol for commitment to the planet, has become a global phenomenon. Why then, in this digital age where shares and likes dictate content virality and awareness, is the problem not resolved? If 28,000 Facebook users can change their profile pictures to promote Earth Hour, why is our carbon footprint worse than that of a T-Rex?

The biggest carbon footprints don’t belong to individuals, but large agricultural corporations. In Australia, one-third of our greenhouse gas released, including carbon dioxide, come from agriculture. Although this sounds absurd, when considering these businesses are responsible for producing most food, it would be unreasonable to expect them to participate in something like Earth Hour, right? Well some corporations are going above and beyond to prove themselves sustainably conscious and whilst they haven't yet switched off the lights, one company you might not expect is dedicated to tackling climate change.

Philip Morris International, one of the world’s largest international tobacco company, is considered a CDP A-list top performing corporation for reducing their carbon footprint. That’s a fancy way of saying their agricultural practices and environmental performance are recognised by the top worldly organisation for enforcing sustainable economies. Andy Harrop, director of sustainability and performance at PMI, is passionate about achieving a 30% carbon footprint reduction by 2020. Working efficiently goes ‘hand in hand’ with ‘helping the environment’, he beams whilst discussing an electric heat-not-burn IQOS cigarette that’s available to Australians in May, as part of the companies reduced-risk product development.

Wondering how you can improve your carbon footprint and help reduce our carbon emissions? Switch off your lights this Saturday from 8:30-9:30 and help the WWF reach their goal. However don’t stop there; by practicing your own personal Earth Hour more frequently, not only will you reap the benefits in your electricity bill, but it’ll have an extremely positive effect on our planet, and we want it healthy for a long time.

Chosen angle: The piece focuses on Earth Hour and climate change; specifically carbon emissions which have greatly increased according to a recent study. It is pre-dated and was released on March 17th; 2 days before Earth Hour 2016, urging readers to participate and citing Philip Morris International as a corporation who’ve taken action to reduce their own carbon footprint.

Chosen publication: The piece will be sent to The Herald Sun as they’ve annually published articles about Earth Hour and other pieces that account sustainability news. They therefore have a following that are interested in the topic, and they use an informative voice which is urging enough to get readers involved and aware.

Journalist pitch:In light of a recent study regarding greater carbon emission rates and the preluding Earth Hour, Philip Morris International wishes to address their dedication to tackling climate change. The piece concerns eco-friendliness and cites the corporation as having a reputable sustainability strategy and awareness.

My FAQ piece was initially much simpler and shorter. I decided to feature it as though it was part of the Philip Morris International website to add a sense of legitimacy and intrigue. I thought it seemed more visually pleasing with the header image and the fake links that suggest the reader has browsed the site, and chosen to read the corporation’s FAQ page. I wanted the questions to flow and follow one another naturally so I re-positioned some of them into an order that I deemed more appropriate. I felt by adding more detail to some of the answers and refining the language, the piece appeared more polished and informative. I tried to keep the tone consistent throughout and felt that I managed to add depth to the answers, whilst also keeping them concise. 

The original twitter feed draft was very unrealistic and much less engaging. I initially wanted to keep the original images that were on the feed, however decided  to update them so as to match the style of images shown in my Instagram piece. Many of the hashtags in the Twitter feed were improved upon realising the old ones were basic and boring. The hashtags that feature in the final piece are repeated just enough to seem like they’re actually trending. I tried to create a balance between tweeting about the heat-not-burn IQOS, and general PMI information. When I didn’t discuss the new product, I focused on sustainability and workplace performance; two aspects I found very integral to the corporation through my research. I also learned before beginning this task that Philip Morris’ Twitter doesn’t tweet about their own products or promote them in anyway. I decided, as their communications liaison, that I would tweet about their new product, sparingly, and in a way that reflected their dedication to sustainability and practising lawful and moral behaviour.  

Philip Morris International doesn’t currently have an active and verified Instagram account, so in establishing theirs I used many of the same techniques implemented in creating their Twitter. Again, I alternated between posting about the IQOS and other content that demonstrated who they are as a company and what they stand for.  Many of the hashtags are feature both in the Instagram and twitter feed because I wanted to create a correlation between the two social media accounts. Initially, the Instagram piece was a regular feed with multiple different accounts’ posts about cigarettes or Philip Morris. I decided to change it to a feed of Philip Morris’ account because this was more logical. The image and photoshop quality of the draft was very poor, something I aim to improve in the edit. I also altered some comments, time stamps, and number of likes to the posts to add authenticity and realism. 

The infographic draft was a comparison between the IQOS and combustible cigarettes. I found that in promoting the heat-not-burn stick, I was trashing conventional cigarettes, which are still a product of Philip Morris therefore I had to use an alternate approach. My final piece maintained two of the graphs from the draft as they still suggested the correct information. I also added more visuals and changed the colour palette to ultimately enhance the atheistic and make it more pleasing. The added information is simple, concise and eye catching. 

The feature article draft was set in present time, many weeks after Earth Hour 2016. In editing it, I pre-dated it to a couple of days before the event, so the piece could have a call to action tone as opposed to a reflective one. I changed the order of the information slightly in order to grasp readers’ attention at the beginning, and entice them to continue reading. I also refined the language to reflect what’s published in the Herald Sun.

Improvement Summary