It is time for the energy industry to implement a public relations plan to win the hearts and minds of people across the country.
As Senior Editor Jeanne Perdue suggested in her column "Now's the time for Good Press" (Hart's E&P, July 2001, p. 29), the energy industry needs help. Even in guerilla warfare, the most important weapon is the printing press, not rifles or bombs. The industry is in a public relations war, and public relations battles must rely on the same principle as guerilla warfare.
This principle is simple. No movement can be successful without the support of the local populace. The anti-energy movement has known this for a long time. Its proponents have done an excellent job of portraying energy companies as evil empires and its executives as emperors. They have succeeded with programs designed to create the perception that anti-energy leaders care more about the concerns of the general populace.
Although written and spoken words are more powerful than any weapon, they, like weapons, must sight in on the proper target. And it will take more than expensive media campaigns to create a positive image. In fact, expensive media campaigns are probably a waste of money.
Rather than spend millions on television commercials that provide the perfect time for the already dissuaded populace to visit the refrigerator, it's time the energy industry hired highly trained representatives, professionals who are fully adept at rapport-building, cultural relations and the unconventional skills necessary to win a public relations conflict.
These representatives should be able to step into the inner city and reach residents on their terms. They must be professionals with the ability to develop trust where the energy industry has lost respect, people who can reach deep into the areas known to be anti-energy strongholds and turn the tide.
If the energy industry doesn't spend the money to defeat its opponents, there will be no money later. If energy leaders do not make bold changes to redirect the focus of those who oppose them, the anti-energy movement will succeed in tying US President Bush to the energy industry. This will allow any opponent to ride into the White House like a white knight in 2004.
Bold changes are necessary. The usual methods are not working. Try something new. Among possible ideas:
• Send a small check to consumers packaged with a statement that explains blackouts, poor planning and detrimental voting. This check will become a leaflet that provides a small benefit to individuals while opening their eyes to the misguided efforts of the anti-energy movement.
• Provide direct donations through staff members. The US Marine Corps has earned great admiration for their Christmastime Toys for Tots program.
• When donating, use smaller local charities and ask them to wear shirts that state the items were donated through the efforts of XYZ Energy Co. Unless the nonprofit organization advertises your contribution, the people will continue to believe your company does nothing for them and everything against them.
• Donate to children for greater impact. Donate used computers with a screen saver that has the XYZ Energy Co. logo, and insist that the logos remain on the computers.
The most important point to remember in any public relations conflict is that perception is reality. If people believe you are a robber baron, no matter how much you say you're not or how much you donate, you are a robber baron until perception is changed. Attitudes are changed by actions, not words.

Will Gunther, president@operationcorporatetraining.com, is president of Operation Corporate Training, an international consulting and training corporation comprised of former Special Operations members.

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