Taking Sides: With Issues PR, The Medium Is the Message

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?

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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