DRIVING FORWARD A UNITED INDUSTRY FRONT TO EDUCATE THE PUBLIC, ENGAGE NGOs AND LEVERAGE MASS MEDIA, SOCIAL MEDIA AND GRASSROOTS ADVOCACY TO OVERCOME PUBLIC CONCERN OVER HYDRAULIC FRACTURING

As the shale gas and tight oil boom continues apace, one of the key obstacles threatening these resources as long term contributors to North American energy security is increasing public concern over hydraulic fracturing.

The unconventional oil & gas industry now faces scrutiny on a daily basis from the media, NGOs and the public on issues relating to claims about the impact of hydraulic fracturing on water resources. Additionally, the power of social media is allowing misinformation and the environmentalist agenda to be spread at an increasingly rapid rate. The need for a united front to project a transparent and accurate account of the process has never been more important to ensuring the sustainability of the industry and protect it from calls for intrusive regulation.

Because of this, devising a comprehensive media and stakeholder relations strategy, leveraging mass media, social media and grassroots community support to overcome public concern over hydraulic fracturing has become of central importance to the commercial viability of unconventional oil & gas operators.

Media & Stakeholder Relations: Hydraulic Fracturing Initiative 2011 will bring together senior communications professionals from leading unconventional oil & gas operators, including social media industry pioneers and media and stakeholder relations specialists to drive proactive media relations strategies, stakeholder engagement plans, employee and stakeholder advocacy and crisis communications strategy to determine best practices for engaging the public on a positive image for the shale gas industry.

Over two days The Media & Stakeholder Relations: Hydraulic Fracturing Initiative 2011 will comprehensively address the key issues in driving successful media and stakeholder relations and will also give delegates the opportunity to hear from multiple stakeholders including NGOs, the media and community representatives to glean industry-outsiders views of the issue.

Day one commences with an expert panel discussing media relations strategy and case studies providing effective techniques and pitfalls in developing comprehensive strategies for dealing with the media, educating the public and overcoming concern over hydraulic fracturing. The use of social media within the industry will then be examined, providing case studies of effective social media campaigns, examining how to best protect brands online, and evaluating the increasing importance of new media. Day one will finish examining case studies of successful community relations strategies from the US and transferable lessons from Canadian oil sands, the importance of stakeholder advocacy and in re-building community relations after an event.

Day two starts by discussing the importance of putting up a united front to protect the industry’s position and develop a consistent message by working together and promoting employee advocacy. NGOs and their influence, strategies across traditional and new media and best practice for dealing with them will then be discussed, followed by a unique opportunity to hear from a multiple stakeholder panel of industry outsiders on the hydraulic fracturing issue. The conference will end with a discussion of effective crisis communications and the potential in using new media to minimize negative press and discusses the regulatory framework and how best to succinctly communicate this to the public.

The Media & Stakeholder Relations: Hydraulic Fracturing Initiative 2011 is a fantastic opportunity for communications professionals at unconventional oil & gas operators to develop robust strategies for media, public, stakeholder and community relations and drive forward the industry’s position.

Visit the website »