Media Relations and Strategic Communications

The Terra Group specializes in developing effective communications and media relations programs for corporate clients on complex technical and social issues. Although each client has unique needs and requirements, such programs generally follow three strategic principles:

Take the initiative. Many companies fear that contact with reporters will call unwanted attention and scrutiny to new projects, and prefer to keep a “low profile.” Unfortunately, this approach often allows project opponents to fill the information void by claiming that company activities will destroy sensitive environments or harm native peoples. Once that perception has been created, it is extremely difficult – if not impossible – to change. In contrast, the cornerstone of almost any effective communications strategy is this: Become the first and best source of information about your own project.

Meet the media’s needs. In most cases, reporters want to do a good job when they write a story. But they seldom have the time to become petroleum engineers, geologists or anthropologists. By “making your case” with clear messages and concise supporting evidence, you help them do their job well – and they, in turn, help to set the terms of public discussion about your activities. In contrast, criticizing them because they don’t understand complex issues wastes valuable opportunities and lets project opponents set the tone for news coverage.

Don’t confuse information with publicity. One element of a successful media relations program is the background briefing. News sources can educate reporters about important issues or technical subjects without asking for publicity. Background briefings explaining international energy economics and investment strategies, for instance, are highly appreciated in many developing countries where most reporters do not have access to this information.

Effective communications programs require careful planning and implementation. This is particularly true with environmental and social issues, where corporate clients often face the difficult challenge of answering simple-minded slogans with complex technical arguments. With our extensive understanding of technical issues, we help our clients to meet two essential strategic goals: shaping public debate about their projects while avoiding unnecessary publicity and attention.

Terra Group has recently prepared and implemented strategic communications and media relations plans for these clients:

ARCO (Ecuador)

Burlington Resources International (Ecuador)

EnCana Corporation (Ecuador, North America)

Occidental Oil and Gas Corporation (Colombia, Ecuador, Peru)