Case Study: Fueled by Research and Measurement, Shell Oil Rehabilitates a Tainted Image

Organization: Shell Oil Company Agency: Burson-Marsteller; Penn, Schoen & Berland Timeframe: 2006 - 2007 When Shell Oil Company undertook an 18-month face-to-face campaign to build public understanding of energy issues, research and measurement quickly became prime considerations. "As we started considering the idea of a speaking tour, one of our first questions was, 'How will we be able to measure the effectiveness of face-to-face outreach?'" explains Chris Bozman, APR, deputy director of U.S. communications for Shell Oil Company, the U.

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