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Posts Tagged ‘Exxon Mobil’

Exxon Mobil CEO Is All for Fracking, But Not in His Backyard

rex-tillersonExxon Mobil‘s website assures the public that when hydraulic fracturing (fracking) takes place, “Throughout the entire unconventional gas life cycle – from exploration to decommissioning – care is taken to minimize the disruption to the community and protect the environment.”

So, there should be no reason for anyone to fear or protest against fracking taking place near their homes, right? Right! Unless, of course, you’re Exxon Mobil’s Chairman and CEO Rex Tillerson.

Tillerson has joined a lawsuit to halt the construction of a water tower that could be used in the fracking process near his 18-acre Texas homestead. The lawsuit argues that the project would create “a noise nuisance and traffic hazards.”

But according to the Exxon Mobil site, such noise and traffic concerns are tantamount to non-issues:

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How to Help Your Brand Connect to LGBT Audiences

Now that the majority of Americans (if not the majority of American states) have accepted same-sex marriage and effectively welcomed the LGBT community into mainstream culture, brand strategists are brainstorming over how to make the most of a large and passionate demographic. Why? Well, gay men and women do “have the largest amount of disposable income of any niche market,” so…money.

That’s according to Community Marketing Inc., a gay-centric research organization that just released its 7th annual LGBT community survey of more than 30,000 consumers in 100 different countries. Their findings should help marketing/PR pros better understand the community.

The fact that LGBT individuals “keep up with online media” isn’t much of a revelation, but here are some more interesting conclusions:

  • “LGBT” is the preferred term for gays, bisexuals and transgender individuals, though gay men are equally receptive to the phrase “gay and lesbian”. Words like “queer”, “rainbow” and “gay-welcoming” are less effective (probably because they’re condescending).
  • Consumers prefer that corporate communications refer to their legal relationships with the terms “spouse” or “husband/wife”, though “partner” also works. Dated terms like “significant other” and “gay couple” don’t test so well.

Brandjacking: Activist Group Launches ‘Exxon Hates Your Children’ Campaign

One of the few downsides of doing great branding work is that the public’s familiarity with your name can be easily exploited. Thanks to the explosion of social media, “brandjacking” is a growing phenomenon.

In some cases, brands may benefit from being hijacked (see fictional characters like Lord Voldemort popping up with their own Twitter handles, thereby actually promoting the Harry Potter series). But most brand imposters operate with devious intentions: they either want to steal business from the company, purposely damage the company’s brand image, or create clever parody or satire. In the example below, we see a combination of the last two — a clever campaign created with the clear intent of doing harm to Exxon Mobil.

Look and sound familiar? That’s because it’s a virtual clone of recent Exxon Mobil ads like this one. This is brandjacking at its finest (and perhaps most dangerous for the brand being hijacked).

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Clean Energy’s New Dirty Word

How did fracking become the energy industry’s new f-word?

Oil companies have practiced hydraulic fracturing for decades, but it was the press surrounding Oscar-nominated documentary Gasland back in February that first exposed many Americans to the now-controversial natural gas-drilling process.

Just a few months later — thanks to a surge of investigative news reports, academic research papers and what CNNMoney’s Steve Hargreaves calls “a series of public relations missteps” — the fracking issue is hard to avoid. And public opinion has taken a dramatic turn against the process; not long ago it was understood to be (relatively) clean and safe.

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