Philip Morris International
Ensuring a seat at the table in formal global policy debates
Situation Summary
Situation Summary
Philip Morris International (PMI) was excluded from formal participation in the World Health Organization’s Framework Convention on Tobacco Control (FCTC) Conference of the Parties (COP) and the Meeting of the Parties (MOP).
The exclusion limited the company’s ability to directly present its evolving harm-reduction strategy and policy perspectives during one of the most influential global health convenings. At the same time, regulatory frameworks affecting reduced-risk products were being shaped in real time.
PMI required a disciplined communications and engagement strategy that respected procedural boundaries while ensuring its voice was present in the broader policy and media conversation.
Qorvis Solution
Qorvis Solution
Qorvis developed and executed a surrounding communications strategy in Geneva designed to elevate PMI’s perspective, positioning PMI’s harm-reduction expertise and long-term transition framework within the broader global health debate through credible media platforms and disciplined message delivery.
We secured targeted international media engagements for senior leadership, including a televised interview with CEO André Calantzopoulos on CNN Money Switzerland. We organized a journalist roundtable at the Geneva Press Club to provide context on PMI’s harm-reduction science, regulatory views, and product transition strategy.
In parallel, Qorvis supported structured stakeholder engagement and intelligence gathering during the COP/MOP period, ensuring PMI leadership remained informed on policy developments and media narratives as discussions unfolded.
PMI maintained visibility, and journalists were provided direct access to PMI’s perspective during a period of heightened regulatory debate. The approach ensured that policymakers, media, and stakeholders were exposed to PMI’s harm-reduction position within the broader public conversation surrounding tobacco control and next-generation products.