CAPP now has a series of videos that tell the oil sands industry’s story through the experiences and stories of its workers and community members.
Cenovus Energy Inc (NYSE:CVE) has emerged as a leader in trying to re-brand the oil sands. Cenovus Energy Inc (TSE:CVE) has embraced social media, reposting positive information on Twitter, YouTube and Facebook Inc (NASDAQ:FB) as well as using negative comments to encourage discussion.
The company has undertaken a massive marketing blitz. New television ads place oil sand extraction as part of a Canadian tradition for innovation and ingenuity. Print ads run not in business magazines but general interest publications like Chatelaine, Canadian House and Home, and Macleans.
Advertisements feature aerial photographs of its Foster Creek in-situ project nestled in a green, boreal forest. This contrasts significantly from the lunar landscapes of traditional strip mines.
Suncor Energy Inc. (USA) (NYSE:SU)’s goal is to encourage an open dialogue to discuss the country’s energy future as well as address myths and misconceptions.
The company has sponsored a speaker series with The Walrus Foundation called ‘The Walrus Talks Energy.’ No Suncor Energy Inc. (USA) (NYSE:SU) spokespersons will speak at these events. Rather presentations will strike a discussion between media personalities and scientists seeking to strike a balance between ‘End Fossil Fuels’ and ‘Drill Baby Drill’ extremes.
Will it work?
It’s still an open question whether the industry’s efforts will be enough to turn society’s opinion from its anti-fossil fuel views. But in the court of public opinion, actions speak louder than words. Recent safety issues continue to damage the industry’s credibility.
Last April, thousands of gallons of Alberta crude flooded an Arkansas suburb when an Exxon Mobil Corporation (NYSE:XOM) pipeline burst.
This week, Kinder Morgan Inc (NYSE:KMI) reported a second spill along its Trans Mountain pipeline. This follows only one month after the company’s 540,000 b/d pipeline expansion proposal along the same route.
At the time of this writing, a derailed Canadian Pacific Railway Limited (NYSE:CP) train carrying pipeline diluent threatens to fall into Calgary’s Bow River.
Ultimately, clever communication strategies won’t save the industry if it can’t solve chronic safety and environmental issues.
Foolish bottom line
While most investors focus on reserves and utilization rate, the future of the oil sands will be determined not by engineering ingenuity but by the industry’s ability to win over public support.
Robert Baillieul has no position in any stocks mentioned. The Motley Fool recommends McDonald’s. The Motley Fool owns shares of McDonald’s Corporation (NYSE:MCD).
The article What McDonald’s Taught the Oil Sands originally appeared on Fool.com.
Robert is a member of The Motley Fool Blog Network — entries represent the personal opinion of the blogger and are not formally edited.
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