Why energy marketers should take a page from politicians and tap their resources to promote sustained industry and economic growth.
On December 18, White House Deputy Communications Director Jennifer Palmieri blogged that “It’s time for House Republicans to listen to the American people…and get the job done.”
She was, of course, referring to the block by the U.S. House of Representatives that blocked a compromise bill handed back from the Senate that only temporarily extended the payroll tax cut. And above her blog post, which notes that the end of this Bush tax cut will “damage the economy and job growth” is the countdown clock part of the administration’s “What Does $40 Mean to You?” marketing campaign.
First, kudos to the White House camp on yet another use of social media to get their message out. This administration has used blogging, Facebook, Twitter and other types of media effectively since the early rumblings of his 2008 election run. They also use the WhiteHouse.gov site effectively as a platform for their initiatives.
That’s where my applause ends, however. Because although I’m a fairly big fan of anything that keeps $40 in my pocket a month, I might suggest that a more effective use of a countdown clock (and aspersions on economic job growth) would be one that shows the approval of the Keystone XL Pipeline and other key energy projects. Projects that the White House has conveniently tabled until after the upcoming election.
As published in the Big Sky Business Journal, Montana Rep. Denny Rehberg has introduced a bill that gives the president 60 days to make a decision on Keystone. Approval means thousands of good-paying jobs and generate $7.5 million in tax revenues in Montana alone.
I would suggest to Ms. Palmieri that the economy and job growth mentioned in her post will be stimulated far better by creating employment opportunities as opposed to merely saving people $40 a month. Certainly, the savings is critical in the lives of some Americans, but if the truth is to be told, we can never come out of this recession $40 at a time.
Look at our neighbors to the north, for instance. Canada has drilled its way out of a recession and now enjoys a robust economy. Want an example closer to home? The current administration champions the fact that national unemployment has fallen to “just” 8.6%…but can that really compare with the 3.4% unemployment rate seen in oil rich North Dakota?
If you’re in the energy development industry, I hope that you will use your marketing opportunities as well as those in the political realm to share your vision for job growth and the economy. Here are a few ideas:
- Use your website as a blogging platform not only to build and promote your business, but also to share your thoughts on issues facing your industry. Here’s an example from EnergyTomorrow.org.
- Have a Twitter presence to share those blog posts with a wider audience. Try following profiles like Chesapeake Energy on their Marcellus Shale blog, @CHKmarcellus.
- Consider generating a press release focused on the local level telling what a specific piece of pending legislation could mean for your company. (Here’s another article on press releases.)
- Join with other industry and affiliated professionals to support advertisements and other efforts across all media. An example of such an organization is the Big Sky Economic Development Administration, which looks for opportunities to support Montana business growth.