Communications guru Marshall McLuhan first declared that "the medium is the message" in 1964. Oil and gas associations and other business groups are embracing new technologies 53 years later to reach crucial audiences. Three representatives from such groups described why during a discussion at the Alaska Oil & Gas Association's 2017 annual meeting in Anchorage. They each shared their thoughts with OGJ a few days later.
"Think about terminology," suggested Matt LeTourneau, managing director of communications at the US Chamber of Commerce's Institute for 21st Century Energy. "Everyone talks about fossil fuels, but what is a fossil? Something obsolete, ancient, and dead—clearly not what the oil and gas industry is about. We need to start describing the business less as a fossil and more as a technology leader."
International Association of Geophysical Contractors Pres. Nikki Martin said, "As a whole, the industry communicates well with regulators, policymakers, and government. That doesn't always translate well to public communications. We need to find better ways to reach the general public about the innovations in our industry."
She noted, for instance, that geophysical contractors spurred development of the data processor, which became integral to modern computing, in their demands for information about offshore and underground resources.
Martin said IAGC wants to add a different perspective to the oil and gas industry's message in response to the "keep-it-in-the-ground" movement. "We're trying to drive a more positive conversation and explain why there's more to the discussion than what those groups say," she told OGJ.
The audiences themselves are different now, observed Linda Rozett, vice-president of communications at the American Petroleum Institute. "When API initially began advocacy communications about 10 years ago, the audience was policymakers in legislative bodies," she said.
Local-level discussions
Rozett said, "Today, we're seeing changes that are driving discussion down to the local level as participants use social media and other new communications channels. Groups like API want to become part of those conversations." The focus now is reaching voters who elect those lawmakers, she said.
LeTourneau said, "Everybody is after millennials. For us, we tackle these problems case-by-case. Each one of our campaigns is aimed at audiences that the energy industry traditionally doesn't reach. When we talk about government revenue, for example, we sometimes have to explain that it's used for schools and community services."
Rozett noted, "I think it is possible to build a grassroots network of individuals who care about benefits to our way of life and economic and energy security from oil and gas, but it's not something you do for a while and then forget. It has to be an ongoing effort."