The Oil and Gas industry in the Middle East continues to be buffeted on two fronts by strong headwinds. A long sustained period of depressed oil prices and a region disrupted by conflict.
The Public Relations challenge is further complicated not just by the stagnant nature of the Oil and Gas industry but also the knock-on effect this has on the industry’s media itself – Â starved of a usually buoyant advertising spend from companies, the Oil & Gas media are more demanding in attaching editorial space with advertising space – all the while when your client is spending less on advertising in an attempt to contain costs in a depressed market.
So how does a PR campaign succeed in generating positive coverage for a client in this ‘perfect storm’ for Public Relations?
There is of course no simple or single recipe for success. NoBorders Communications employs a variety of tactics for its clients which to date is showing it is possible to not only weather the storm, but to embrace the conditions and create a PR competitive advantage for its clients.
So what is one of our success stories thus far?
Thought Leadership: NoBorders have created a public debate about issues critical to an industry in survival mode. In the case of the Oil and Gas industry, there are two strong themes running through the industry in these times: Health & Safety and Improving the Cost of Ownership. We then set about creating and building relations with target media, we developed a message map and materials supporting these two critical themes, spokesperson and media training for the clients’ spokespersons, placing speakers at key events, leveraged social media, traditional media interviews and created the platform for leveraging these initiatives internally to engage, inform and motivate employees on the clients’ journey. The subtle key to success is lacing the clients’ business, product and service messages within the broader thought leadership message around Health & Safety and Improving the Cost of Ownership.
For our client this has generated clearer and stronger business and product reputation, increased their value as a reliable partner to customers and potential customers and we are seeing improved media coverage that is translating into sales leads even in the midst of a Perfect Storm.
In an industry that is thin on innovation and investment, PR strategies must seek to innovate in media relations and invest in a long look strategy with their clients for identifying an issue and putting in the strategic planning time and the legwork, to become the industry owner of their issue.
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