6 media and stakeholder relations hydraulic fracturing initiative 2011

8/6/2019 6 Media and Stakeholder Relations Hydraulic Fracturing Initiative 2011

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LEVERAGING SOCIAL MEDIA AS A COMMUNICATIONS TOOL FORUNCONVENTIONAL OIL & GAS OPERATORS

Explaining How To Use Social Media As An Efcacious Tool For Educating And Engaging

Stakeholders To Counter Myths Surrounding Unconventional Oil & Gas Production

ENGAGING COMMUNITIES Evaluating Strategies For Gaining Trust In Communities Proximal To Hydraulic Fracturing

Operations & Translating Grass Roots Support Into Wider Public Acceptance

WORKING TOGETHER AS AN INDUSTRY

Developing Industry-Wide Initiatives To Put Up A United Front And Provide A Clear And Unied

Message To Engage Organized NGOs And Advance The Industry’s Position In A Hostile Media

Environment

EMPLOYEE ADVOCACYFormulating Strategies To Educate Employees And Encourage Them To

Be Brand Ambassadors To Resonate A Proud And Positive Company Image

ENGAGING WITH ENVIRONMENTAL NGOs

Understanding Ngo’s Strategies And Discussing Best Practice To Productively Combat NGOs

Across Media Platforms

Senior Industry Speakers Including

Kevin West

Managing Director External AffairsEQT Corporation

George Stark

Director of External AffairsCabot Oil & Gas

Doug HockDirector of Public

& Community AffairsEncana Oil & Gas

Anne Hedrich

Manager, E-CommunicationsApache Corporation

Nicole Nascenzi

Corporate Communications

SpecialistWilliams

Blake Jackson

Social Media Coordinator

Chesapeake

Michael Keys

VP of Strategic Affairs & Public RelationsChesapeake Energy

Media Partners:

To register: (1) 800 721 3915 info@american-business conferences.com

Working Together As An Industry To Leverage Mass Media,Social Media & Community Support

To Overcome Public Concern OverHydraulic Fracturing

UNDERSTANDING HOW UNCONVENTIONAL OIL & GAS OPERATORS CANSUCCESSFULLY DEVELOP COMPREHENSIVE MEDIA RELATIONS STRATEGIES TO

ENGAGE STAKEHOLDERS AND EDUCATE THE PUBLIC ON HYDRAULIC FRACTURING

w w w . m e d i a - s t a k e h o l d e r - r e l a t i o n s - h y d r a u l i c - f r a c t u r i n g . c o m

OCTOBER 31 –NOVEMBER 1, 2011 | HOUSTON | TEXAS | USA

S AV E $ 4 0 0 i f y o u r e g i s t e r b e f o r e Au g u s t 1 9 t h

E a r l y B o o k i n g D i s c o u n t

Dennis Holbrook

EVP of Regulatory & Public RelationsNorse Energy

John Christiansen

Director of External CommunicationsAnadarko Petroleum

Matt Pitzarella

Director of Corporate Communications &

Public AffairsRange Resources


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Sponsorship And Exhibition Opportunities At The Media & Stakeholder Relations Hydraulic Fracturing Initiative 2011

Need to generate new sales leads, launch a new product, engage key decision makers, build new future business relationships

in key markets, or simply educate the industry about a new product? Then you need to exhibit at the Media & Stakeholder

Relations Hydraulic Fracturing Initiative 2011. Our busy exhibit area is an integral part of the Summit and is of genuine

practical value to delegates, who are looking for new solutions and technologies in the area of unconventional drilling and

completions. Exhibiting at the Summit will help you to position yourself as a market leader and centre of excellence to the key

decision makers in the industry.

For further information, please email: [email protected]

or call: (1) 800 721 3915

To ensure the long term sustainability of unconventional oil & gas production in North America and

protect the industry from demands for intrusive regulation, it is vital that…

… E&P companies develop the

right tools and strategies to devise

an eective, media, stakeholder,

community and public engagement

strategy to overcome concern over

hydraulic fracturing.

Because of this, the Media &

Stakeholder Relations: Hydraulic

Fracturing Initiative 2011, will bringtogether directors from leading E&P

companies across North America,

as well as representatives from

The Summit will be held at

JW Marriot Houston Hotel5150 Westheimer RoadHOUSTON, Texas 77056

Phone: 1 713 961 1500

Fax: 1 713 599 2102

Web: www.jwmarriotthouston.com

City Area Airports:

George Bush Intercontinental Airport -

Houston - IAH

For assistance or information with travel and

accommodation please email:[email protected]

Floor Plan

the key industry associations, to

share strategies, best practice, and

case studies of the most eective

ways of communicating with all

stakeholders, through traditional

and emerging media platforms.

This is the only event designed

specically for communications

professionals in the unconventionaloil and gas industry. It will bring

together speakers from the major

E&P companies to discuss putting




up a united industry front, looking

at leveraging the internet and social

media to more eectively reach a

larger audience of stakeholders

and the public, provide case studies

of successful strategies from

grass-roots community level up

to mass media and governmental

regulation, and will oer practical,commercial solutions to drive

forward the industry’s position.


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DayOne Monday October 31st 2011

Harnessing Mass Media, Social Media And Grass-Roots

Community Support To Develop Dynamic Strategies For

Overcoming Public Concern Over

Unconventional Oil & Gas Production

DESIGNING A COMPREHENSIVE HYDRAULIC FRACTURING

MEDIA RELATIONS STRATEGY

DESIGNING A MEDIA RELATIONS STRATEGY

9.00 Understanding How Unconventional Oil & Gas

Operators Have Successfully Developed A Comprehensive

Media Relations Strategy To Engage Stakeholders And

Educate The Public

• Strategies for effectively reaching mainstream media to

promote a company message to a wider target audience and

drive education

• Breaking down the barriers to win over and leverage a hostile

and agenda-driven media, promote a positive industry image

and combat misinformation

• Understanding how to promote the larger economic and

global implications of unconventional oil & gas production to

develop the argument from a local environmental discussion

• Developing the ability to access technical and regulatory data

rapidly, condense and simplify it, to counter negative press

quickly, accurately and condentlyMicheal Kehs, VP of Strategic Aairs and Public Relations,Chesapeake Energy John Christiansen, Director of External Communications,Anadarko PetroleumDennis Holborn, EVP of Regulatory and Public Relations,Norse Energy

9.45 Extended Question & Answer Session

HYDRAULIC FRACTURING

MEDIA RELATIONS CASE STUDY

10.00 Providing A Case Study On Designing A Media

Relations Strategy To Overcome Concerns

Surrounding Hydraulic Fracturing

• Evaluating the most effective techniques for debunking

common misconceptions of the hydraulic fracturing process toovercome stakeholder concerns

• Understanding the need for being less withholding and more

transparent to truly engage and educate a misinformed media

• Sharing successful techniques in developing key messages

ahead of time to be able to proactively and rapidly combat

negative press

• Understanding how to cultivate pitches and hooks that will

appeal to mainstream media to promote a positive and accurate

industry messageMatt Pitzarella, Director of Corporate Comms and Public Aairs,Range Resources

10.40 Question & Answer Session

10.50 Morning RefreshmentsServed In Exhibition Showcase Area

LEVERAGING SOCIAL MEDIA AS A COMMUNICATION TOOL

FOR UNCONVENTIONAL OIL & GAS OPERATORS

STRATEGIES FOR USING SOCIAL MEDIA AS AN EFFECTIVE

TOOL FOR EDUCATING AND ENGAGING STAKEHOLDERS TO

COUNTER MYTHS SURROUNDING UNCONVENTIONAL OIL & GAS

PRODUCTION

HARNESSING SOCIAL MEDIA

11.20 Understanding How Social Media Can Be Utilised

Eectively By Unconventional Oil & Gas Companies

To Engage Stakeholders And Drive Public Education

• Explaining the development and growth of a successful social

media programme to provide a framework for effective social

media engagement

• The Social Media Toolbox: Gaining followers, reaching youraudience, engaging authentically and educating effectively

across multiple platforms

• Using Twitter: 140 characters and a #hashtag to broadcast a

focused content-rich message

• Developing strategies to utilise social media as an

engagement rather than broadcast tool to educate and inform

stakeholders and bypass conventional media

• Developing strategies in using social media as an effective

consultation tool to develop positive community relations onlineBlake Jackson, Social Media Coordinator, Chesapeake EnergyAnne Hedrich, Manager of e-Communications, ApacheNicole Nascenzi, Corporate Communications Specialist, Williams


BRAND PROTECTION ONLINE

12.10 How To Protect An Unconventional Oil & Gas Brand

Online And Mitigate The Threat Of A Negative Social

Media Campaign To Minimize The Potential For

Brand Damage

• Evaluating the most effective tools and techniques to monitor

how a company is discussed online to monitor public perception

and quell unfounded criticism

•

Understanding the pitfalls of being unprepared and howmonitoring new media can be used to develop robust action

plans for public relations strategy

• Explaining the most effective monitoring tools that are

available to successfully monitor online chatter about industry-

specic issues

• Understanding how effective engagement on social media

can actually help recognize & address potential new issues to

drive a proactive relations strategyNicole Nascenzi, Corporate Communications Specialist, Williams


1.00- 2.00 Networking LunchServed In Exhibition Showcase Area

HYDRAULIC FRACTURING

SOCIAL MEDIA CASE STUDY

2.00 Providing A Case Study On How Social Media Can

Be Used to Positively Inuence The Public And Inform

The Debate On Hydraulic Fracturing

• Explaining the most successful techniques for gaining a

following on social media platforms and starting an online

dialogue to reach a larger audience

• Developing strategies to best respond online to negative press

& mis-information in mass media, quickly and accurately to

better educate and inform the public

• Understanding the obstacles to a successful programme to

understand how to truly engage and develop a more balanced

online industry presence

• Discussing the best practices to activate stakeholders to

become industry advocates on issues affecting operating

communities to drive supportBlake Jackson, Social Media Coordinator, Chesapeake Energy


ENGAGING COMMUNITIES

STRATEGIES FOR GAINING TRUST IN COMMUNITIES PROXIMAL

TO HYDRAULIC FRACTURING OPERATIONS & TRANSLATING

GRASS ROOTS SUPPORT INTO WIDER PUBLIC ACCEPTANCE

STAKEHOLDER ADVOCACY

2.50 Waking The Silent Majority: Evaluating How To

Practically Transpose Grass Roots Industry

Support Into Stakeholder Advocacy To Drive PublicAcceptance Of Unconventional Oil & Gas Projects

• Discussing the most effective techniques to incentivize

stakeholders to become industry advocates in the community

and in the broader arena

• Evaluating the most effective way of taking the groundswell of

support from industry benefactors to inuence the media and

subsequently the public

• Understanding the different techniques for proactive

engagement with a wide range of stakeholders from families to

elected ofcials to drive successful communication at all levels

• Rening the process for targeting the most successful forums

for direct engagement of key stakeholders and communicators

within communitiesKevin West, Managing Director of External Aairs, Cabot Oil and Gas


3.40 Afternoon RefreshmentsServed In Exhibition Showcase Area

BUILDING COMMUNITY RELATIONS

4.10 Identifying Successful Strategies For Gaining Trust In

Communities Where Hydraulic Fracturing Is

Occurring To Become Better Corporate Citizens

• Successful strategies for building grass-roots community

support that can be transposed to high-density communities innew operational areas to minimize community uprising

• Understanding the wide range of community concerns from

water and air quality issues to potential socio-economic impacts

to proactively dispel myths and reassure communities

• Taking lessons learned from more developed plays to transfer

experiences, avoid pitfalls and educate communities on the

economic benets of industry operations

• Setting new standards for how unconventional oil & gas

companies can responsibly co-exist with communities

throughout the life of a projectDoug Hock, Director Of Community & Public Relations, EnCana Oil & Gas


RE-BUILDING COMMUNITIES CASE STUDY

5.00 Providing Case Studies On Re-Building Trust InCommunities After An Event To Minimize Negative

Press And Protect Company Image

• Understanding the need to have strong community

relationships in place to fall-back on in case of a crisis to

mitigate the most damaging effects

• Explaining the most effective strategies for re-building a

company image after a crisis to protect the brand

• Understanding the most effective models to win back the

trust of communities to minimise national media coverage and

minimise damage to the industry

• Evaluating the most effectual media training techniques to

prepare spokespeople in putting out the most positive spin on

an event whilst maintaining consistency and accuracy

George Stark, Director Of External Aairs, Cabot Oil and Gas


5.50 Chair’s Closing Remarks & End Of Day 1

6.00 – 7.00 Evening Cocktail ReceptionServed In Exhibition Showcase Area






08.15 Registration & RefreshmentsServed In Exhibition Showcase Area

08.50 Chair’s Opening Remarks

WORKING TOGETHER AS AN INDUSTRY

DEVELOPING INDUSTRY-WIDE INITIATIVES TO CREATE

A UNITED FRONT AND PROVIDE A CLEAR AND UNIFIED

MESSAGE TO ENGAGE ORGANIZED NGOs AND ADVANCE

THE INDUSTRY’S POSITION IN A HOSTILE MEDIA ENVIRONMENT

UNITED FRONT

09.00 Understanding How Individual Unconventional Oil

& Gas Operators Can Work Together To Create A United

Industry Front To Engage Stakeholders On The Issues

Surrounding Hydraulic Fracturing

• Understanding how the whole industry is stigmatized and

using the lack of differentiation between operators to the

industry’s advantage to cultivate powerful public relations

• Evaluating how to best work together to advance the

industry’s position without compromising the competitivenature of company operations

• Reading From The Same Playbook: How what one company

says can be attributed to the whole industry, and the ways to

leverage that to promote a consistent message

• Sharing the most effective tools and strategies to moderate

environmental concerns over the hydraulic fracturing process

and educate stakeholders on the substantial benets of oil and

gas production.Lynn Seay, Director of Media Relations, Consol Energy Je Eshelman, VP of Public Aairs & Communications, IndependentPetroleum Association of America

09.45 Extended Question & Answer Session

EMPLOYEE ADVOCACY

DEVELOPING STRATEGIES TO EDUCATE EMPLOYEES ANDENCOURAGE THEM TO BE BRAND AMBASSADORS TO

RESONATE A PROUD AND POSITIVE COMPANY IMAGE

EMPLOYEE EDUCATION

10.00 Educating Employees On Key Issues To Encourage

Advocacy And Brand Management Within An

Unconventional Oil & Gas Company

• Discussing the most efcient way to proactively educate

employees on the key issues affecting the industry to make

them more effectual communicators

• Understanding how to best mobilize employees to feel

comfortable engaging within communities to promote a proud

and positive company image

• Brand Ambassadors: How to effectively incentivize and

embed a sense of brand awareness in employees to safelypromote employee advocacy

• Understanding the best ways to use internal

communications to educate employees and maintain a

consistent corporate messageSenior Communications Representative, American Petroleum Institute


10.50 Morning RefreshmentsServed In Exhibition Showcase Area

ENGAGING WITH ENVIRONMENTAL NGOS

UNDERSTANDING NGO’s STRATEGIES AND DISCUSSING BEST PRACTICE

TO PRODUCTIVELY COMBAT NGOs ACROSS MEDIA PLATFORMS

STRATEGIES FOR DEALING WITH NGOs

11.20 Evaluating The Inuence Of NGOs And OutliningThe Most Productive Strategies For Dealing With Them

• Examining the power and scope of environmental NGOs and

understanding their strategies to develop proactive counter-

strategies to combat their inuence

• Determining cogent approaches for dealing with extremist

organisations and understanding the effectiveness of their

position within mass media

• Understanding how to take the emotion out of the debate

and strive for a factual discussion on the larger topics

associated with unconventional oil & gas production

• Understanding how to position a message to come across

as progressive and proactive rather than defensive and

reactionary to redress the discussionChris Tucker, Spokesperson, Energy In Depth


NGOs ONLINE

12.10 Understanding The Most Eective Ways To Combat

The Powerful Inuence of NGOs Online To Drive Towards

A More Balanced Online Discussion

• Understanding how NGOs have been so effective at

harnessing social media to reach a wide audience to develop

strategies to combat them online

• Assessing the most effective ways to leverage social mediaand pitch to bloggers to drive a successful online campaign

• Developing strategies for improving productive

communication with NGOs online to drive a more balanced

online conversation


1.00 – 2.00 Networking LunchServed In Exhibition Showcase Area

UNDERSTANDING THE PERSPECTIVE OF MULTIPLE

STAKEHOLDERS

HEARING THE VIEWPOINT OF THE MEDIA, COMMUNITY

REPRESENTATIVES AND NGOs ON THE HYDRAULIC

FRACTURING DISCUSSION TO BETTER UNDERSTAND

CONCERNS AND CULTIVATE A MORE PRODUCTIVE, FACTUAL

CONVERSATION

MULTI-STAKEHOLDER PANEL: THE INDUSTRY

OUTSIDER VIEWPOINT

2.00 Hearing From Key Media Representatives, NGO’s

And Community Stakeholders To Better Understand

Concerns And Drive An Informed And Factual Discourse

• Understanding the key concerns and views of community

representatives to drive more proactive and transparent

education and alleviate concerns

• Examining the debate from the media perspective to better

understand how unconventional oil & gas operators can

better converse and build relations with mediaprofessionalsand

journalists

•

Engaging with an NGO representative to better understandtheir viewpoint and evaluate the most effective techniques for

cultivating a more constructive and transparent relationship

• Evaluating the most effective strategies for constructive

non-divisive rhetoric between multiple stakeholders to

develop stronger relationships with key gures in the hydraulic

fracturing debateDouglas E. Hill, Executive Director , County CommissionersAssociation of PA


CRISIS COMMUNICATIONS & SHALE

DEVELOPING ROBUST CRISIS COMMUNICATIONS PLANS

AND MANAGING THEM ACROSS NEW MEDIA PLATFORMS TO

RESPOND QUICKLY AND EFFECTIVELY AND MINIMIZE NEGATIVE

PRESS

CRISIS COMMUNICATIONS STRATEGY

3.00 Developing A Comprehensive Crisis Communications

Strategy Specic To Unconventional Oil & Gas To Respond

And Drive Quick Resolution

• Anticipating the wide range of potential crises an

unconventional oil & gas company could face to develop

strategies to respond quickly and effectively

• Developing the capability to provide accurate information to

a dynamic media immediately and with condence to promote

the image of industry competence

• Proactively planning for the next potential public relations

crisis by promoting erudition of technological innovations to

develop action plans for future issues

• Evaluating internal crisis response plans for dealing

with weather events and their potential to bring down

communication lines to drive business continuity


3.50 Afternoon RefreshmentsServed In Exhibition Showcase Area

CRISIS COMMUNICATIONS IN NEW MEDIA

4.20 Providing Case Studies To Understand The Best

Methods For Using The Internet And Social Media As Part

Of An Eective Crisis Communications Strategy• Evaluating how new media can be used to get ahead of a

story and develop immediate proactive responses to minimize

and spin negative press

• Understanding the importance of an online presence for

brand protection and analyzing the pitfalls to avoid repeating

new media mistakes

• Evaluating the lessons learned from crisis communications

online to learn the positives that can be drawn from engaging online

• Understanding how to successfully monitor new media

platforms to pre-empt potential issues and decrease lead

times in media responseLinda Rozett, VP Of Communications, American Petroleum Institute


ENGAGING WITH REGULATORS & REGULATION

INFLUENCING REGULATORS & COMMUNICATING REGULATIONS

SUCCINCTLY TO THE PUBLIC

REGULATORY AFFAIRS

5.10 Understanding The Most Eective Ways To Stay

Current With Regulations And Framing Them In A Way

To Relay To The Public

• Evaluating the most cogent techniques for sourcing the

myriad of environmental regulations to reduce lead time in

response to media and public questions

• Understanding how to boil down highly technical regulatory

information into a concise yet informative format to make

regulatory data amenable to a public audience

• Repackaging scientic language and regulations into asuccinct, understandable format to the lay person and deliver

key messages most effectively

• Understanding how to stay current with new and upcoming

regulations as a communication professional to drive proactive

public relations


5.50 Chair’s Closing Remarks And End Of Conference

Understanding The Latest Strategies For Educating NGOs,

Regulators And Employees On The Key Issues Surrounding

Unconventional Oil & Gas Production And Creating

A Comprehensive Crisis Communications Strategy

DayTwo Tuesday November 1st 2011

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i f y o u r e g i s t e r b e f o r e Au g u s t 1 9 t h





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6 media and stakeholder relations hydraulic fracturing initiative 2011

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