Winner: Shell Oil Company
Campaign: A National Dialogue on Energy Security
Shell Oil Company needed a tune-up in 2006 after it was hit with several industry challenges in the United States. Plagued by issues including increasing oil and gas prices,
and the company's need to recover from storm damage that knocked out two refineries and a major offshore platform, Shell decided that the power of face-to-face communications
could help change public perception.
The company took a grassroots approach with a 50-city tour to raise the profile and image of Shell as a trusted industry leader; promote advocacy among opinion leaders on the
issue of energy security; and boost Shell employee understanding of key messages. A three-pronged target audience consisted of policymakers and their influencers; business and
community leaders; and the 23,000 US Shell employees.
According to Chris Bozman, deputy director/US Communications at Shell, "The 'Dialogue with the American People' really grew organically. We started with the concept of
humanizing 'Big Oil' through a speaking tour. As we clarified our objectives and audiences, the idea of a larger outreach program with a big listening component emerged, and
town halls, where community leaders were invited to provide input, became the focal point."
A Public Affair
Shell communications executives countered the "big oil" image with a human, face-to-face campaign, a shift from its previous stance of letting the trade association, the
American Petroleum Institute, be its voice on industry issues. Led by Shell Oil President John Hofmeister, the objective of the 18-month "Dialogue with the American People" was
to build relationships with communities and stakeholders, while garnering common understanding of industry issues, challenges and solutions. These messages became the tour's
themes.
"A 50-city program seemed like an impossible feat when we started, but by involving many people we were able to break it into manageable tasks," Bozman says.
Mission Accomplished
The campaign achieved success in all aspects: There were more than 100 million opportunities to see the tour message in local and national media. Independent research polls
at three points in the campaign showed rising favorability of Shell, especially among Washington elites, a key target audience.