This often-overlooked tool should be a part of every energy company’s marketing efforts.
If your company is not using press releases, start now.
On September 8, President Obama presented his job plan to Congress in which he asked whether we should “keep tax loopholes for oil companies” or give small business owners a tax credit. The following Monday, previewing his new deficit plan to the media, he went on to query, “Do we keep tax breaks for oil companies or do we put teachers back to work?”
Speeches such as these, regardless of who made them, paint a picture of cigar-smoking fat cats taking the money out of the pockets of hard-working educators. They are designed to promote a cause and muddy public perception.
But there are, as always, two sides to every story. In his response, IPAA President and CEO Barry Russell noted that the oil and natural gas industry generate more revenue for the federal government than any other source except income taxes. He also wrote,
“Contrary to popular belief, the tax proposals laid about by the President would not chiefly impact ‘Big Oil,’ but rather the 18,000 independent oil and natural gas producers in the United States who on average employ only 12 workers.”
Certainly, Russell gives another perspective on the issue, as does other online information indicating that employment rates in the industry are increasing, while the rates of employment in other industries have taken a hit.
But unless they’re following these types of issues, most Americans are unaware of these numbers. So how do energy producers and energy-related companies get this message out?
Two words: press release.
If your company is not using press releases, start now. Local media outlets are always looking for new resources to tap for stories; releases make it easy for them. Through them, you can give your company’s response to political speeches, announce new technologies you’re using, discuss the benefits of the projects you’re working on and more. And unlike a traditional ad, when a story is picked up, you not only get the press that day, but also the long-term coverage gleaned through news archives.
Another benefit? Media coverage can not only sooth ruffled feathers of consumers, but also capture the attention of potential customers, clients and partners. That makes press releases a valuable part of your marketing efforts.
Now, as for whether we keep oil company tax breaks or put teachers to work? I say…let’s do both.