If you’re a movie buff, you may have seen a trailer for Promised Land, which stars Matt Damon as a gas-company salesman who leases natural gas drilling rights in Pennsylvania. While this movie about “fracking”—the controversial technique to mine natural gas from shale deposits—isn’t set to open until Dec. 28, communicators on both sides of the fracking issue aren’t sitting on their hands. The Independent Petroleum Association of America (IPAA), which represents energy producers, firmly believes the movie will stand on the side of anti-fracking advocates, so they are tackling the issue head-on, sending movie reviewers scientific data on fracking, passing out leaflets to moviegoers and launching a social campaign on Twitter and Facebook. The group’s message?
Taking Sides: With Issues PR, The Medium Is the Message
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