Yay for warm, fuzzy feelings! Exxon's got community.

We are going to do an exercise. I’m going to list a few companies and when you first look at them, I want you to think if you associate them with anything good…like a warm, fuzzy feeling.

: The $42.6-billion-a-year Atlanta based company strives to increase fuel efficiency and decrease emissions of its fleet of trucks by deploying 1,500 alternative fuel vehicles powered by electricity, natural gas, propane and hydrogen.

: This monster corporation offers health-care benefits to part-time workers and gives a 10 cent discount for customers who bring their own cup to combat disposable cup waste.

: Who doesn’t feel good about Mickey? Disney monitors its factories in the global south to make sure workers who produce Disney branded goods get decent treatment.

All of these and more can be found here: http://money.cnn.com/2006/02/23/news/companies/mostadmired_fortune_responsible/index.htm

And lastly, EXXON MOBIL: okay…this might take a little convincing on my part.

Community relations…what I always dream as being the fun part of any public relations job (I see employees reading to 1st graders in local schools, a big corporation putting on a fair in its hometown and big check presentation ceremonies to the company’s local soup kitchen), is a company’s development of a mutually beneficial relationship with the communities it is involved with for the overall objective of a good reputation with and trust from the communities. A flippin’ halo of benevolence should be shining over the heads of every executive in a company in the dreams of the people living in the town where the company has a store, factory, whatever. Now, that is good community relations!

Okay, now back to Exxon Mobil. The company makes continuous efforts to enhance the quality of its “interaction and engagement with the community at large” with its Best Practices in External Affairs initiative. BPEA is Exxon Mobil’s management system for global external affairs which plans and manages the teaching and encouragement of Exxon Mobil affiliates to “practice excellence in community relationships at every level.” The BPEA is flexible focusing on all aspects of external affairs and allows its principles in external affairs to be “tailored to the unique business, country, and community context of every operation.” - http://www.exxonmobil.com/Corporate/community_local_bpea.aspx Exxon is global in a major way!

Exxon Mobil is doing a vast amount of things to show community support. Simply go to the company Web site: http://www.exxonmobil.com/Corporate/default.aspx and a page option smack dab in the middle of the screen is, “community & society.” Ta-da! An entire page leading to many other pages of community relations. Please, please, make my job easier and your biggest critic’s lives harder Exxon Mobil (just for fun: http://www.viridiandesign.org/notes/451-500/00463_people_hate_exxon.html). In my opinion, it is a great PR move on the company’s part to prove wrong the so many hateful images of BIG OIL the company receives from the public. And it really spreads itself out to many areas of community, not focusing singularly on one.

Here are the community relations efforts Exxon Mobil’s got going on…

Strategic community investment: With its Educating Women and Girls Initiative (http://www.exxonmobil.com/Corporate/community_ed_women.aspx), U.S. focus on science and math (http://www.exxonmobil.com/Corporate/community_ed_math.aspx), and Africa Health Initiative, Exxon Mobil invests in communities. The company supports programs that help enhance health conditions, improve education, provide opportunities for women and girls, help alleviate poverty and promote economic growth in order to make a difference in the community, even on a global scale. Not only does Exxon help others, but it helps itself by ensuring a stable operating environment it can work in. - http://www.exxonmobil.com/Corporate/community_local_programs.aspx

Community engagement: Exxon Mobil regularly meets with community leaders, community associations, and NGOs in the surrounding community where a project or facility is located. Exxon Mobil believes such meetings will allow for a dialogue exchange in which the community can share its concern, viewpoints and diversity with Exxon, while the company can share information about “operational processes, environmental safeguards, future plans, and strategies.” Please see http://www.exxonmobil.com/Corporate/community_local_engagement.aspx for a list and more information on Exxon Mobil’s community engagement in action.

Capacity building: Exxon Mobil’s success depends on “stable operating environments, sound governance systems, trained and skilled employee pools, and markets for products.” To allow for this success, the company promotes skills, knowledge and experience of the local citizens who can contribute to the development of the societies in which Exxon Mobil operates through investment, employment, education, transfer of knowledge and skills, the purchase of local goods and services, etc. Please see http://www.exxonmobil.com/Corporate/community_local_capacity.aspx because the Exxon Mobil PR person says it much better than I can.

Human rights: And lastly, just because it’s right (pat yourself on the back Exxon), “ExxonMobil is committed to playing a critical role in promoting respect for human rights and complying with all applicable laws and regulations.” The company standards are consistent with the intent of the U.N. Universal Declaration of Human Rights and support Exxon Mobil’s “commitment to human rights, freedom of association, elimination of forced or compulsory labor, abolition of child labor, and equal employment opportunity.” - http://www.exxonmobil.com/Corporate/community_local_rights.aspx

*Please notice that in all of the above initiatives, there has been the building of a mutually beneficial relationship between the community and the company. Very important class!

Exxon Mobil definitely makes its initiatives to improve science education, opportunities for women and 3rd world country development obvious. But there are so many more good things the company does that I never knew about until I looked for it.

Exxon Mobil’s community relations efforts support the mission of the company (please see its guiding principles here: http://www.exxonmobil.com/Corporate/about_operations_sbc_principles.aspx).
Here are a few ways it does so:
>Exxon adheres to the “high ethical standards” it strives for in its mission through its human rights initiative.
>Exxon’s mission to be a good corporate citizen is fulfilled in its initiative to educate women who may have not otherwise received an education and by energizing the local economies where it operates.
>Exxon’s mission to respect local and national cultures is fulfilled by its meetings with community leaders in its places of operation.

Ultimately, Exxon Mobil’s community relations efforts support its mission to be a successful, leader in the business of petroleum and petrochemicals all the while recognizing, caring for, working with and developing relationships with the global community. In nicer words than I can provide, Exxon even states that without its community relations efforts, there would be no operation of Exxon Mobil. How else would you have an economy to support a mass-oil-drilling if someone didn’t look out for the people in the community where the drilling is going on? No community or a crappy (excuse my word choice) community = a failing or non-existent business.

Now, after taking the time to write this blog entry and giving serious thought to what Exxon Mobil could possible do extra in the realm of community relations, I can honestly say “I’ve got nothin’.” I welcome suggestions and feedback (just fill out a comment box) and maybe a reader could think of something more. Take a good look at the links I put above detailing all of Exxon Mobil’s community relations efforts and see if you can expand upon those. I think if anything, Exxon has got it good with what it’s doing right now…spread itself too thin in the community and it will just become less effective and less efficient in its initiatives and projects.

And as a side note, this will be my last blog entry. It’s been fun!

Save the Alaskan Sea Otters: Exxon's text book Crisis Communications case

Once more, just to hammer it in: this blog is not only about Exxon Mobil, but about the company’s public relations tactics, the good, the bad, the ugly, etc. I.E.-Anything to do with the Exxon Mobil PR department down in Irving, Texas.

Many believe, and I will concur, that a major, if not the most major part of PR, is Crisis Communications…quick, everyone panic! Ahhh! Just kidding. And it just so happens that along side the Johnson & Johnson Tylenol case of poisoned, killer medication, Exxon’s March 24, 1989 Exxon Valdez oil spill in the Prince William Sound on the shores of Alaska is the greatest (in my opinion) text book example used in I’m sure every college PR class for Crisis Communications. Please see: http://www.mallenbaker.net/csr/CSRfiles/crisis03.html, http://www.jomiller.com/exxonvaldez/investigative.html, http://www.coopamerica.org/programs/rs/profile.cfm?id=221, and http://www.allbusiness.com/management/1086550-1.html just to name a few…of the very many sites out there reporting (mainly negatively information or perspectives) on the Exxon Valdez spill. I would legit have my physician on speed dial for constant Prozac refills were I a PR person at Exxon. Man, the job is never done!

In the 1980’s, Exxon CEO Lawrence G. Rawl (http://en.wikipedia.org/wiki/Lawrence_G._Rawl) headed one of the five largest companies in the U.S. with sales of $80 billion. Wow! What’s that Exxon? You are hiring? Just kidding again. According to my source, Crisis Communications: A Casebook Approach by Kathleen Fearn-Banks, Rawl was a hardworking, strong leader, who disliked publicity and the media. Whoa, whoa, whoa…did no one check this out before he was hired as CEO? Hmm. He was with the company 37 years before taking the head honcho position.

The CRISIS: Shortly after midnight on a Friday during the time of year when there is an animal migration that brings the largest concentration of migratory fowl in the entire world (sea otters, seals, whales, salmon, herring, halibut) to the Prince William Sound, the Exxon Valdez, a 987-foot oil tanker headed for Long Beach, California from the coast of Alaska ran aground on the rocks of Bligh Reef, tearing open a hole in the hull almost as the long as the ship itself spilling 11 million gallons of crude oil into the American waters over the following hours and days.

Captain Joseph Hazelwood (http://en.wikipedia.org/wiki/Joseph_Hazelwood), a respected pilot who had sailed the same trek more than 100 times, and was known for his drinking, led the tanker to Bligh Reef, one of several well-known hazards in the Prince William Sound. He retired for the night and in his place, Hazelwood left Third Mate Gregory Cousins in charge. Government investigators later deemed Cousins unqualified to handle such a maneuver. Hazelwood was fired later while Cousins continued the road to success becoming a Second Mate.

It has been estimated (not including halibut and salmon) over 2 million animals died as a result of this careless human error, and scientists predict it will take decades for the animal life in the Sound and beyond to fully recover.

Dan Cornet (later to become Exxon’s PR manager), was Exxon’s Alaska coordinator at the time. As soon as he heard the news, he rushed to the scene and notified Public Affairs. The company’s immediate strategy was to clean up the mess it had created. Yes, it was a regrettable instance, but at that time, cleaning up the oil and saving sea life was what was most important.

Exxon’s president of Shipping, Frank Iarossi (http://www.adn.com/evos/evos.html), served as the company’s main representative at the Valdez site and handled direction of the spill response. I bet he was ticked at the lack of response he got from headquarters…CEO Rawl was nowhere to be found.

Exxon faced major opposition (too nice of wording)…fisherman, businesses and residents of the shoreline of Alaska were beyond livid: the company’s first attempt at clean-up did not work. Ready for this “OUCH!”? Iarossi held a press conference without being previously briefed by PR personnel (Edward Bernays is rolling in his grave… http://www.prmuseum.com/bernays/bernays_1915.html). Needless to say, he was slaughtered by the media. And then, Brian Dunphy, another spokesperson for Exxon Shipping, refused to verify the extent of the damage or what was being done about it. Also…surprise, surprise…this statement was not well received.

Exxon Mobil’s Cornet got in touch with vice president of Bradley/McAfee PR, George Mason, APR, and asked him to develop and implement strategies for three areas he expected to blow up in Exxon’s figurative face: the tourism industry in Alaska, the animal rescue centers Exxon had begun to set up on Valdez, and Alaska’s seafood industry. Exxon did have success with the animal rescue and clean-up, and tourism actually improved the following year due to a major promotional campaign. Problem was: the company didn’t tell anyone.

Eventually, the M.I.A. Rawl showed up and issued an emotionless statement via TV telling people what kind of chemicals would be used to further clean up the spill. Oh, and one minor detail: he offered no apologies to the fisherman who had essentially lost their livelihood. Three weeks later, despite still not accepting responsibility, Rawl made the trek to Alaska. How kind of him. Those lucky people of Alaska sure were blessed! (Note: Complete and utter sarcasm)

What would I have done differently had I been the PR person at Exxon in 1989? Where do I begin?
1) Don’t have a CEO of a major corporation that has many plausible crises looming over its head that hates, dislikes, is afraid of, doesn’t know about or cannot work with the media.
2) If you do have THAT CEO, give him a serious wake up call when proposing the oil spill crisis to him. Always remember: when your stakeholders think it’s a crisis, it’s a crisis. I would have had A LOT of people backing me up on this one were I Exxon’s PR person (say about a million Alaskans).
3) Educate that CEO on what is happening.
4) Train that CEO in media relations, prepare him with at least three solid and specific messages, and get him in front of reporters and TV cameras ASAP.
5) Get the legal department and management on the same page so you can get the response rolling (timeliness people!).
6) Accept that media has the right to cover a crisis.
7) Tell the media, both local and national, what exactly is going on with clean-up. Silence perpetuates rumors and reinforces the public’s suspicion. Tell them that “we opened an animal rescue operation, have a campaign going to bring back tourists and have made all attempts at cleaning the spill.” They aren’t flippin’ psychic!
8) Be accessible to the media and make leadership available…Rawl was a no show.
9) Stay calm and focused…ha! “Focus, what’s that?” Exxon asks.
10) Admit to the severity of the problem; take fault for the accident, and responsibility for the clean-up.
11) APOLOGIZED TO THE VICTIMS OF THE SPILL!!! The fisherman, the business owners, the residents, the local governmental bodies, etc. deserve a damn apology and they weren’t given one. Ahh! (Again, Bernays, rolling in his grave, I’m sure.)
12) Tell the public when it is all over.
13) And above all, adhere to the four “R’s” – Regret, reform, restitution and responsibility.

*I must credit Crisis Communications: A Casebook Approach by Kathleen Fearn-Banks for the majority of information in this blog entry.

For the most recent updates on this topic from Exxon Mobil: http://www.exxonmobil.com/Corporate/about_issues_valdez.aspx

Got Brand?

Hey, a BIG UP to Exxon Mobil: its branding ROCKS!

It’s true, you know you can’t disagree. You see those unmistakable two red crossing “X’s” and you know who it is and what they are selling. Unlike Kleenex (it can be commonly agreed) who has lost all control over its branding, Exxon Mobil remains strong and true to its brand image.

Mrs. Smith: “Excuse me, Mr. Smith, would you mind giving me a Kleenex? I need to blow my nose.”
Mr. Smith: “Well of course darling. Here’s your Kleenex.”
All the while, he’s handing her a box that blatantly has “PUFFS” written on it.

I can hardly think of a better example…
But it reins definitively true that Exxon Mobil has branded its products and services to an unending degree and made sure no one (and I mean no one) will forget what Exxon Mobil sells and what it does.

The brand image of Exxon Mobil, in my opinion, coincides with BIG OIL. Please see this site for commentary from “environment-lovers:” http://www.treehugger.com/files/2006/06/states_pension.php. The company can’t win everyone’s heart, that’s for darn sure. Exxon Mobil is a gigantic, powerful, oil/power hungry, money-making machine. The brand is so powerful and well known that people such as myself see Mobil gas stations and drive right by hoping for a Sunoco to pop up sooner rather than later as our gas gauge stoops to E. We associate that big, red writing with the powerful BIG OIL company that Exxon Mobil is.

What do the Exxon Mobil PR people do to enhance this image? If anything, I believe they try to neutralize or minimize it. The noble initiatives taken on by the company, stated in this blog’s previous entry, are ways the PR staff attempts to illustrate Exxon Mobil as being a caring, helpful, concerned public/national citizen. Please refer to the site’s “community” section: http://www.exxonmobil.com/Corporate/community.aspx. Heck, who doesn’t love a company that educates little kids in 3rd world countries, or who rewards women for their educational accomplishments, and that there is a massive shortage of scientists in the world but Exxon cares and is trying to do something about this catastrophe (never mind that in the end they are helping themselves…okay, check the cynicism Chadwick). The PR people at Exxon Mobil work their behinds off so that their company does not get the BIG OIL image. Whether that power is completely in their hands is debatable (the issue concerning BIG OIL is so much bigger than just a single company no matter how huge), but man, do they try!

Another great brand image tactic the PR people have going at Exxon Mobil, is its “commitment to the future and technological breakthroughs.” I am a true believer in the fact that people LOVE new technology. They LOVE new ways of doing things. For example: diesel gas and ethanol is driving those hippie kids nuts. And people LOVE innovation. Sometimes I just get this image in my head of a middle aged bald man staring at the TV during an Exxon Mobil commercial (which, take note, there are very few of. Good job Exxon PR people…don’t allow your advertising team to over-expose you so that we don’t get sick of you. Your darn easily identifiable logo is everywhere anyways.) and drooling like a 3rd grader in awe of the innovation Exxon Mobil claims to have going on. “Oooohhh. AAhhhhhhh!”

Another great aspect for the corporation’s brand image (that the talented PR workers put together I’m sure) are the “who we are,” “what we do,” “where we work,” “integrity in our operations,” etc. sections on the company’s Web site which allow stakeholders, consumers, competitors, investors, etc. to learn about Exxon Mobil and ultimately like what they read. PR people don’t go into the business being horrible writers. These people get paid the big bucks to make the company look good in these “come get to know me, I’m awesome,” sections of the Web site.

Despite Exxon Mobil being possibly one of the most hated companies in the world, its PR people know what to say, to whom and where it should be posted to get a good message across. I have this theory, that like many old style Southern Belles, PR people could tell you “to go to Hell” and you’ll be thinking you’re heading on a trip to Aruba. That is how good they are at writing.

Please see: http://www.commondreams.org/headlines04/0129-03.htm It’s a Web site for “Breaking News & Views for the Progressive Community.” Essentially the article tears Exxon Mobil apart for it’s less than environmentally friendly practices: “Just one oil company has thrown three times as much carbon dioxide into the air as the current annual emissions from fossil fuels, a new study by Friends of the Earth claims.” – Sanjay Suri, CommonDreams.org. It’s a great read for a balanced view point.

But on the other hand, please see Exxon Mobil’s statement of commitment to preserving the environment: http://www.exxonmobil.com/Corporate/energy_biodiversity.aspx and http://www.exxonmobil.com/Corporate/energy_climate.aspx (There are many more areas to find such topics on the site. Feel free to browse.). These sections on the company’s Web site paint a much prettier picture of Exxon Mobil’s interaction with the Earth. Hmm…like I said, a trip to Aruba.
Think about it though…we are not headed to Aruba if this Global Warming stuff persists (http://www.squidoo.com/Greenhouse-Gas-Emissions/). We are eventually headed for nothing good at all.
And on an entirely unrelated, yet still important note, check out this site for the U.K. Guardian about how biofuels might actually end up hurting us: http://www.guardian.co.uk/commentisfree/story/0,,2043724,00.html. Crazy I say. But, still very much worth reading!

Ultimately, Exxon Mobil’s PR staff does a knock up job projecting its brand to the entire world if one simply peruses the company’s Web site: www.exxonmobil.com. They work hard for everyone to know who/what Exxon Mobil is, that the company is there, and hey, they are lookin’ good (on the site)!

On the other hand, Exxon Mobil’s customer relations are a little less extensive. I know for a fact, that my father will buy gasoline from nowhere other than Mobil. Why? Sadly, I forget, but if anything, this means…say it with me: customer loyalty! Yay! This is any corporations’ bread and butter. Those people, such as Chadwick Medleson Jr., are coming back to their place of service time and time again without fail. My father would drive past four other gas stations to get to a Mobil! And might I add those four others stations were not only closer (save some gas dad…), but they were CHEAPER!!! Gahh, I’m getting frustrated.

Please see this link to the Exxon Mobil Web site: http://www.exxonmobil.com/corporate/about_operations_sbc_customer.aspx
Here you will find a very (repeat, very) short guideline for consumer relations. Hey, while we are considering Exxon Mobil gas stations as the company’s customer (they are included in the above guidelines), word on the street is that Exxon forcibly controls each station franchise to the point of strangulation. Remember from one of my first posts, I said often times people simply find Exxon Mobil’s business practices immoral? This is exactly where my point comes in. It has been reported by differing sources (yet I’m sure unreliably liberal sources…ok, ok, it was my best friend Keith. But he reads the newspaper a lot! Ok, I’m embarrassing myself.), that Exxon Mobil will not allow the sale of eco-friendly ethanol or bio-diesel to occur beyond a small amount per month (these fuels are much more difficult and expensive to attain and not as profitable as fossil fuels as the majority of drivers in the U.S. still do not have vehicles adapted to such new fuel technologies). After scouring the Internet, I found no evidence of this claim. Yet, if those Exxon Mobil PR people are getting paid as much as I think they are, then there wouldn’t be any evidence. That means they are doing their job, and doing it well!

This I can say: Exxon Mobil might not have extensive or impressive consumer relations goals (they definitely are not reaching for the stars here…) but they do have loyal customers. My best assumption for this, would be brand loyalty (Ahh! Brand image and customer relations come together in one perfect circle.); brand loyalty to a massive corporation with a well-known name and a powerful business sense (whether people agree with it/like it, or not). This brand image and company reputation the PR staff at Exxon Mobil has established over years and years shows stability and distinguished practices to customers. And those customers, Chadwick Medleson Jr. for sure, will keep coming back to Mobil stations like stink to poop.

My pretend version of the PR people at Exxon...wow, those are nice suits.

Put your money where your...

So, despite my previous cynicism, Exxon Mobil makes me crack a smile with at least one or two company initiatives they’ve got going.

Disclaimer: Yes, I am a male. Chadwick Mendelson III, thank you. But I am all for equality, so-REAL MEN AREN’T AFRAID OF EQUALITY BETWEEN THE SEXES. (wink, wink.)

Anyhow. Like I stated earlier, Exxon Mobil is often criticized for less-than-ethical/flawless business practices. But if you were that company’s public relations person, you’d know you’d go into the office everyday, coffee in hand, trembling about how to make people not hate you and the company you diligently work for. Heck, I would!

Well, I will say it here, loud and proud. Exxon Mobil Public Affairs/Relations has a lot of great things going on. Whether the “average Joe” knows about all of the Exxon Mobil initiatives, we cannot be certain. I know I don’t spend my day pondering “Hmm..how is Exxon Mobil going to save the world one Alaskan seal at a time? Or what poundage does Exxon Mobil say I should inflate my tires to in order to get more miles out of every gas fill-up? (Please see the Web site homepage for a banner explaining this do-good initiative: http://www.exxonmobil.com/.) Or maybe, when I have kids, I’m going to make my daughter study science and math so she can get an engineering job with Exxon Mobil!” By the way, all of the above initiatives can be found on the company Web site (in more or less…definitely more, detail).

This brings me to my point: Exxon Mobil’s PR people have been working hard. I am thoroughly impressed by the “feel-good” programs and campaigns the gigantic corporation has going on, specifically in educating the public about positive actions, responsible energy use and the education of young women both in the United States and abroad (I will speak for my sister…she panics at the sheer thought of science and got a D in her basic college algebra class. She unfortunately fits the (often exaggerated) statistic that females across the world are either failing miserably in science and mathematics or just don’t acknowledge the subjects at all: take a peek at this University of Rhode Island Web press release http://www.uri.edu/news/releases/?id=2972. It has some very interesting and relevant points on female education and continuance of math and science.)

As delighted as I would be to discuss all of Exxon Mobil’s energy-saving, Earth preserving tendencies, the math and science education/women’s education advocacy hits a nerve with me. So I will focus this entry on those topics.

Education and Girls Initiative: http://www.exxonmobil.com/Corporate/community_ed_women.aspx
Exxon Mobil has taken the initiative to invest money in educational programs in poverty-laden, women-hating, or disease-stricken, developing countries such as Angola, Chad, Equatorial Guinea and Nigeria as well as in Latin America, the Middle East, and Asia in order to educate young girls and women.

“Research confirms that programs directed toward educating women and girls yield higher rates of return than any other community investment available in the developing world. Educated women are healthier and are less likely to die in childbirth than women with little or no schooling. The children of educated mothers are more likely to survive, to go to school and to be healthier because of better nutrition and immunization rates.” – Exxon Mobil (see link above.)

Exxon Mobil recognizes a current movement in our societal values today and has pounced on the opportunity to make a positive name for itself both in America (“Yay! Education is key! Girls rule!”) and across the globe (“Exxon Mobil? Gasoline? Ah…yes. We like them. They are powerful!”).

The Educating Women and Girls Initiative was launched in 2005 and as of 2006, the company invested $2.8 million into the program. Nothing talks like money! Ok…check the cynicism…they are actually helping people. Exxon Mobil has funded projects to construct and rehabilitate schools, provide teacher training, literacy training, entrepreneurial training…and the list goes on. Let me applaud Exxon Mobil for taking on such a noble initiative. And let me applaud the Exxon Mobil PR people for getting the word out through the Web site’s news releases/newsroom postings.
http://www.exxonmobil.com/Corporate/news_features_20070901_womenandgirls.aspx
http://www.exxonmobil.co.uk/Corporate/news_speeches_20070118_RAL.aspx
http://www.exxonmobil.com/Corporate/Files/Corporate/Oped_passport_to_progress.pdf

Science and Math Education Initiative:
Secondly, Exxon Mobil gets extra bonus points for supporting a good cause while helping themselves out at the same time. The company’s support for math and science education is a great cause as it seems this world is lacking talented people in those fields: "we and our nation face a critical shortage of highly skilled professionals in math and science to fill current needs." – states InfoWorld (http://weblog.infoworld.com/realitycheck/archives/2007/09/12_governors_ca.html).

The company’s main focus is technology and proficiency in math and science is imperative in the energy business. “We believe it is fundamentally important to encourage new generations to pursue studies and careers in fields involving math and science.” - http://www.exxonmobil.com/Corporate/community_ed.aspx (Please see for additional information.) Not only has Exxon Mobil taken a stand to promote education, it has created and promoted numerous, specific initiatives under the education umbrella: the need to improve math and science education, the National Math and Science Initiative, the Mickelson Exxon Mobil Teachers Academy, Bernard Harris Summer Science Camps (Oh my gosh, sign me up! I loved science camp.), and my favorite, the Society of Women Engineers which directs outreach programs to attract young women to the fields of engineering. It’s a wonder how they do all of this and someone is still there to give me my credit card receipt when I fill my tank up! Just kidding, I don’t get gas at Exxon stations.

Oh, and have you missed New Media lately? Here you go: http://www.exxonmobil.co.uk/Corporate/news_downloads_video_math.aspx. Just a little flash video on the Web site about math and science education. It’s fantastic.

So why all of this pro-women, pro-education ranting? Well, in my opinion, Exxon Mobil did a terrific job in the PR department finding worthy causes across the U.S. and around the world, and capitalized on them to give the company positive community relations and ultimately positive government relations. “Hey, President Bush! I gave kids in Africa $2.8 million to study how to be the next leaders of the world. Wanna raise the gas tax again? Huh!?” I’m totally kidding. I’m aware that it doesn’t work that way. But hey, in Exxon Mobil’s case, any positive light can only be good.

Any BIG OIL corporation could sit on their pot of millions and just chuckle at the lowly and forsaken, but (I’m hoping) some smart man or woman in the PR department said “Hey! We need to take some of the money we make and do good with it!” And then hopefully he or she negated the ever-important “it will make us look good.”

So until next time, take a little look at Exxon Mobil’s noble initiatives on the Web site as listed above, and enjoy.

Until next time…

Event? What event?

After what I believe was at least an hour of next-to-hopeless searching on the Internet for any story having to do with Exxon Mobil that didn’t have the words "shares," "stock," "Dow Jones," "hydrogen," and "drilling," I found a cute but brief story of Exxon Mobil’s heart-warming community involvement (I’m giggling sarcastically sitting in front of my computer screen).

But seriously, nothing gets people’s hearts racing or reaching for the tissue box faster than some good old donations of gratuitous amounts.

The small town of Alice, Texas (population 19,010. Please see http://www.city-data.com/city/Texas.html), was granted “a gift of additional lighting at the Alice International Airport” by whom other than Exxon Mobil. "Between November and February, we have a large influx of hunters with high dollar planes, and there's not enough lighting currently to observe all the planes for security purposes," Airport Manager Charles Brazzell said. Exxon Mobil donated electrical distribution poles and electrical power systems to the airport, “so that local law enforcement, who serves as security for the planes as a side job, will be able to keep a better watch over the parked aircrafts." Please see the article at this site:
http://www.aliceechonews.com/articles/2007/10/05/local_news/news71.txt

All is lovely and wonderful. The only stipulation? The City of Alice and Jim Wells County Commissioners' Court will share in the cost of electrical usage. Hmm...I wonder where that energy is coming from. Did Exxon find a way to profit from this generous gift? The company totally pulled an Oprah on the small Texas town. (Remember when she bought her whole audience brand new cars one episode? Oh wait! Reports say she just paid for the down payment and left these unsuspecting, excitedly panicked people to unknowingly have to pay for their brand new cars’ insurance, any maintenance bills and the rest of the car payment. Really Oprah? Such a tease!) I guess it could have been worse. Exxon Mobil actually gave the airport something it could use. It didn’t just send them a fat check…that’s not very personal or thoughtful, now is it?

Okay, okay. I digress. I know you are probably sitting there thinking: “Wow Chadwick…you are lame and overly cynical!” Well, that’s okay to be thinking so, because it’s true. You would have stopped reading by now if you weren’t mildly entertained, right?

Now, recall my first entry. I said that I would be writing about Exxon Mobil’s public relations practices. So here’s my two cents on this one:

Like I previously stated, Exxon Mobil is often seethed at for its “immoral” business practices. Well, here is an example of good will and who wrote about it? The Alice-Echo News (I’m going to guess circulation 10,000). Searching through Google News, Yahoo, Exxon Mobil’s newsroom, I found nothing as of tonight about this kind act (the post date of the article was October 5th).

You know when Mom told you never to brag? …well, negate that advice in this context! Yes, Exxon Mobil is a gigantic corporation and stock prices and where it drills (the only thing I could find as far as news when searching the Internet) is imperative information to the company and its stakeholders. But if I were the PR person at Exxon, I would take a step back, look at the big picture of how hated we often are and take an hour or three out of my day to write a nice press release about this event to show how giving Exxon Mobil is or can be…let’s not stretch it.

Do I think this generous gift to an airport in Alice, Texas is nationally newsworthy? To be harsh, no. It is only to the town of Alice. But the story warrants a link on Exxon Mobil’s Web site newsroom simply for bonus positive image points.

Were I the PR person for Exxon Mobil at this time, I would be wise about the company time and money I’d spend on this event. Obviously money does not need to be tossed around on company executives flying down to Texas for a major press conference in Alice, nor does a major production with bells and whistles need to ensue. It is a rather small event. But the five sentence story in the Alice-Echo newspaper leaves me wanting something more. Was there no unveiling or local news formal announcement at all? It seems like not… I would have done something of reasonable cost to make sure the residents in and around Alice knew who the lighting was from. I think a small, “down-home” style press availability with a local representative from Alice, the Airport Manager, and a Texas-based Exxon Mobil manager announcing the donation, would do the trick.

The story of Exxon Mobil’s gift can get out to the public with a press release on the Web site’s newsroom (http://www.exxonmobil.com/Corporate/news.aspx) to be sure it reaches a national audience (I checked. There was no release.). If anything, Exxon Mobil comes out looking good with a small donation (considering its other gigantic endeavors), in a small town…nothing ostentatious. Were Exxon to distribute the release world wide via a wire service, then the good will would just look forced.

Get the word out Exxon! People need to know you aren’t just blood sucking, money hungry, BIG OIL, bone crushers. You gave light capability to an airport that may have otherwise remained in the “semi-dark.”

But don’t push it!

If you would like a great PR “go-to” or extra reading, here is an article by Sharon Haley Linhart, APR, President, Linhart McClain Finlon Public Relations: http://www.ad-mkt-review.com/public_html/docs/fs082.html. Titled “Ten Consumer Public Relations Tactics That Always Work,” the article hits the nail on the head with what I would try to achieve with this event were I the PR person at Exxon Mobil. A few straight from the site to get your interest going:

> Be visible – use the news media to spread your story. “I only know what I read in the newspaper,” is not a cliché. Americans accept what they read in newspapers and see on television…
> Do well by doing good – sometimes called corporate social responsibility, community relations means doing something for the community because it is the right thing to do.
> Wear your heart on your sleeve – giant, world-wide corporations and small businesses must connect with customers. By providing a human touch, finding ways to personalize transactions and using technology only as a way to give better service, you can win the hearts and the dollars of consumers who are overwhelmed and looking for ways to feel better about their lives. (This one is my favorite…a little sappy and anti-corporate…but it reigns true.)

Until next time…be good Exxon Mobil. Be good.

Hey Exxon! Is that new media you're wearing?

Hey look! I'm using "new media!" Wow.

So if I'm on this blog, and you're on this blog...chances are there might be others on blogs too!

According to Business Week, 40,000 blogs are started each day and 27% of Internet users read them. I'd say that's a good start.

New media must be a great way for corporations (eh hem Exxon Mobil) to grab the attention of and relate/speak to their clients or publics. Let us investigate what Exxon Mobil's got going on as far as new media to reach its customers, employees and stakeholders...

Exxon Mobil uses its Web site (http://www.exxonmobil.com/corporate/) pretty much the same way all other huge corporations do. The site is informative and tells visitors of all the WONDERFUL things Exxon Mobil is doing or has done. One could get lost for hours researching its global causes, its CEO’s quotes, news releases, biographies, etc. But unless you were going to the site to research the company, were really interested in the company, saw a commercial from them that you liked...or, er, were writing a blog, there isn't much that drives traffic around the site and keeps the visitor there. It’s in my opinion, a corporate bore. But wouldn’t that be weird if all of a sudden Exxon Mobil’s Web site was fun like Disney’s? Yeah, I don’t think it would work. Stick to boring boys! I will admit, the commercials are well done...as is the flash microsite.

>Viral film: Search "Exxon Mobil advertisement" or "Exxon Mobil commercial" on You Tube or Google Videos and plenty of videos will pop up. Some of these videos on certain sites generate A LOT of talk. Talk = your company's name is getting out there. The saying "no press is bad press" comes to mind here. So maybe people out there aren't exactly saying nice things...one blogger on Wheels World says: "ExxonMobil say they are proud sponsors of CEI (the 'think tank' Competitive Enterprise Institute). And why shouldn’t they be? CEI fights for the cause of ‘freedom,’ whatever that means. It’s a good thing apparently. Keep those videos in mind next if you buy Exxon/Mobil/Esso - you’re supporting crud like that." - http://neilsf.wordpress.com/2006/10/16/exxonmobil/ At least people are talking...

>Blogs: No blogs on Exxon Mobil's Web site. Tsk, tsk.

>Flash Video: Exxon Mobil’s Web site has multiple video advertisements (one could almost call them PSAs) which give the message of the importance of educating today’s youth and suggests Exxon Mobil is doing all it can to benefit the future of energy use in the world. The clips focus on a positive, motivational message and then end with the Exxon Mobil logo and a quote below it stating “taking on the world’s toughest energy challenges.” Ahh, there’s that warm fuzzy feeling that makes me want to fill up the BMW right now! There's also a flash video of the company’s Masters Campaign, and videos of its National Math and Science Initiative. Also, there are flash videos touching on Exxon Mobil’s anti-Malaria efforts which were spotlighted on a PBS program, and the company’s response to the 2005 Gulf Coast Hurricanes. Visit here: http://www.exxonmobil.com/Corporate/Newsroom/Multimedia/Corp_ML_Videos.asp

>Interactive Media: There are corporate advertising sections of flash and interactive media having to do with energy challenges on the company’s Web site (there is an interactive microsite). Take a look here: http://www.exxonmobil.com/corporate/imports/challenges_us/index.html

> RSS feed: There is a little box on the home page of the site which allows you to sign up for e-mail updates. Go ahead: https://ssl.capwiz.com/exxonmobilcorp/mlm/signup

>Comment sections: Nothing that I could find. Oh boy, if Exxon Mobil had a comment section, the site would probably crash. I think the millions of anti-Exxon blogs in cyber space are sufficient.

New media in many opinions is the way to go as far as PR nowadays. According to Microsoft. COM’s small business resources (http://www.microsoft.com/smallbusiness/resources/marketing/online_marketing/5_ways_blogging_can_help_your_business.mspx
\), such new media as blogs, webisodes and viral film engage the customer, make the company more accessible, create immediacy with customers, establish the company as an expert in the field and create an outlet for discussion between the company and its clients/customers.

Personally, I applaud Exxon Mobil's Web site. It catches my attention and keeps me engaged...probably more than the average person since I am researching the site to write this blog. But their lack of utilization of new media is disappointing for a gigantic corporation who prides itself in being cutting edge in technology and research. Were I the company's PR person, I would set up some seriously well tracked (and responded to) customer feed back sections on the Web site. I would have weekly webisodes where Exxon Mobil's CEO speaks about the current happenings at the company (one addressed to employees concerning their work, and one to external publics) so that the world could stay a little more informed about Exxon Mobil and perhaps with this addition, the company wouldn't look like the "big bad wolf" ...maybe just a little more human. And lastly, I would put virtual tours of Exxon Mobil's business process on the site. I would love to watch the process through which Exxon Mobil attains oil, transports the gasoline, and then I can just imagine the clip finishing with a handsome customer smiling at the gas pump.

Research this Exxon Mobil. Talk with your customers and nay-sayers in a blog or post a video on the site of that CEO Rex W. Tillerson in a shirt with rolled up sleeves planting a tree. The high-budget ads you make and post on your Web site just solidify your BIG OIL, better-than-thou budget when you should really be brining it down a notch with some more accessible, less costly new media.


This blog was free.

So why Exxon Mobil Chad???

Please correct me if I’m wrong, but rarely has any corporation had such a love/hate relationship with people around the globe like Exxon Mobil. No one has been more love-hated since Clinton’s “I did not have sexual relations with that woman…” But in Exxon Mobil’s case, the college dudes high-fiving the former President for playing the field are the customers who every week pull into that Exxon station to “fill-er-up,” and the boo-ers who despised Clinton for his extra-marital affair and his lies are the countless environmentalists, liberals and angry former SUV drivers who hate the prices they have to pay at the pump.


We must realize that though Exxon Mobil is synonymous with gasoline, the company is much more than just suppliers of that coveted fuel. (Please see http://www.exxonmobil.com/Corporate/About/what_we_do.asp for more information on what exactly the company does.) And with this blog, I will explore the workings and business practices of Exxon Mobil with a particular interest in its public relations activities. After all, check out the advertisements on the Exxon Mobil Web site: http://www.exxonmobil.com/corporate/. Almost all of the flash videos are “feel-good” Public Service Announcements for our children’s future and what the company does to alleviate the energy crisis. Man, I hope those PR people there make plenty of $$$, because the talent they posses in minimizing negative image is way over my realm of comprehension.


The challenges the PR people at Exxon Mobil face are daily headaches of bad image caused by what some people call immoral business practices. I wouldn’t hug the CEO of any gasoline providing corporation for that matter…


But the opportunities these professionals have to improve the company’s image are incredible. We are in an energy/global warming panic now and no one could make me feel better about saving the environment than a company that supplies me with gas that was collected and distributed fairly at a reasonable price, while telling me they solar powered their tankers and pet an Alaskan baby seal while they were there. Obviously these things will not happen…but PR people are smart and will find any possible way to give me that feeling so long as they want my cash.


Why did I choose Exxon Mobil for this blog? My first paragraph says it all…When I think of a company who is HATED and seethed at, I think Exxon. I try not to buy gas there for goodness sake. But wait a hot second…they aren’t suffering in the wallet! They must being doing something right there at good ole headquarters.
My hope is that through these blog entries over the next couple months, you and I can decipher what Exxon Mobil is all about. I don’t just want to know simply why they’re hated, how great their PR group is, etc. I want to dig deeper to find a true balance in my ideas of the company. What does Exxon Mobil stand for?