Winner: Dominion Campaign: A Train Wreck Waiting To Happen? The Mission: During his 2006 address to the World Affairs Council of Richmond, Dominion CEO Thomas Farrell II wanted to be optimistic and realistic about the future of energy in the global marketplace. In doing so, he wanted to spread the message that Congress must avoid common myths about energy production and develop a reasonable national energy policy to avoid a crisis. The Hook: Train wrecks have the metaphoric power to instill both intrigue and fear in onlookers, so Farrell and his speechwriter used this image as an emotional hook throughout the speech. Rubber-necking the Audience: Approximately 1,309,947 speeches are given every day (not a scientific count), and the vast majority of them fall flat before their target audiences.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.