Barrel Through – Four Ways To Get Heard In The Oil And Gas Industry
In the largest oil and gas boom since the 1990s, your oil and gas public relations message strains to stand out from the crowd. Small independent operators, majors and oilfield service companies vie daily for the attention of key audiences, including energy reporters on tight deadlines to produce news.
Achievements in hydraulic fracturing technology, innovative horizontal drilling techniques, flaring reduction, shale water management, and liquid natural gas (LNG) production are reported everyday. In the current competitive news environment, oil and gas public relations professionals must take heed of four considerations to get the attention of industry reporters:
1. Identify the “so what.”
Through your storytelling process, attack a current oil and gas industry trend your news addresses. Focus on what your announcement means to the audience and avoid the common practice of simply describing your product features. Back up the stated demand your service or solution supports or resolves with timely statistics and data points. Written in this fashion, oil and gas media will understand why their subscribers will want to read about your news, and prioritize it over less well prepared announcements.
2. Speak to impact or innovation.
News with impact on current local, state, or regional oil and gas industry economics or that will shake up the current market landscape compels media to respond and report. If possible, give the reporter an opportunity to experience innovative oil and gas developments through cost-effective multimedia when site tours and demonstrations are not practical…seeing is believing.
3. Write with multiple news angles to reach different media types.
Write your content to attract oil and gas business press and trade media alike. This practice, vital to pitch a story angle’s relevancy to a target publication’s editorial staff, provides publishers a choice to fill gaps where they need content most. For example, oil and gas business press love access to market data, trend commentary and growth projections. Trade media serving engineers and other technical audiences enjoy the technology or innovation behind news, and specific applications to educate their readers on best oilfield practices.
4. Train your spokesperson.
Once media indicate interest and extend an interview offer, your designated spokesperson must carry the ball across the goal line. A no-nonsense, well-educated audience, the oil and gas industry does not like fluff. An unprepared spokesperson will likely undermine your anticipated results. Train your spokespeople to deliver the story effectively and foster meaningful and long-lasting relationships with the media who influence energy industry decision makers.
If you’d like to cause better communications with oil and gas industry reporters who influence your key audiences, contact us. Ward’s award-winning Energy Practice will show you how to cause the results you seek.