Public Relation Plan Homework Help

Introduction

 

Currently in the world, the lack of natural resources is quickly becoming the most important problem. Oil and gas are two of the main natural resources inAlberta; however, exploiting huge amounts of these resources seriously affects the environment. Therefore, many negative public voices have appeared.

 

Preliminary Analysis

 

1/ Key issues to be explored in our proposal are:

 

-                    Major issue surrounding the oil sands development

• The environmental and health impacts from contaminants leaked downstream

-                    Secondary concerns

• How is the removal of crude oil in the oil sands affecting the RegionalmunicipalityofWood Buffalo?

-                    Environmental impact

• How feasible it is for the government with the oil and gas companies to repair the environmental damage to the land and the developed lands

-                    Economic contributions

-                    The key corporate players of the Athabasca Oil Sands

• Canadian Association of Petroleum Producers (CAPP)
• Government ofAlberta(GoA)
• U.S.Government
• First Nations Communities
• Environmental Watchdogs

-                    Global perspective

• consumer demand and expectations
• The impact of public interest groups ( local, national, and global)

 

2/ Potential theories for case study:

 

Relationship Management Theory –The Government of Alberta has achieved success in brokering mutually beneficial relationships with both the aboriginal and/or local communities. As Well because of this production of crude oil in the Athabasca Region They’re entering into relationships internationally.

 

Risk Communication Theory – In regards to the oil sands the government is looking to check out how the future risks of health issues and environmental disasters will impede and carve out the profits the oil sands bring to the province. Since this is not a renewable resource there is only a finite amount of resource left. The main thing we should look at if we are going to use this theory is how are we going to change the public’s negative image and perception of the government’s stance on the three above issues?

 

Systems Theory Paradigm – seeks to understand the interconnectedness of human communication.  The view that the Government of Alberta can leverage the power of their organization to communicate the necessity of economic growth and how this growth must be managed to consider all stakeholder interests’ to create a balance acceptable to stakeholders.

 

Contingency Theory – using the conflictual and strategic relationships between MAP’s (market, audience, public) and the Government of Alberta to understand the other’s position and develop an outcome whereby all stakeholders work together to pursue their self-interests.

 

3/ Primary and background issues…..

 

4/ Potential strengths and weaknesses faced by the Government ofAlberta

Internal

Strengths

• Managing the different stakeholder interests of the continued investment and development of the Athabasca Oil Sands.
• Economic benefits for the province and country
• Main component of many goods needed for everyday use
• Environmental responsibilty

 

Weaknesses

• A minor setback when the U.S. Government decided to pull out last minute stating they need more research time.
• The provinces economy is reliant mainly on both the Agriculture and Oil & Gas industries
• Destruction of Eco-systems
• The eventual end of the finite amount of this deposit of natural resource

 

5/ Potential threats and opportunities…

External

Opportunities

• Export countries
• Investment countries
• Cost of the oil deposit
• Use of the oil deposit and relative countries
  • Policies in place to protect environment

 

Threats

• Oil spills
• Carbon dioxide
• Policy in protect environment
• Economic growth
• Environmental damage
• Government  arguments

 

6/ Main goals of the Government ofAlberta

 

1. Changing the public’s negative image and perception of the government’s stance on the three above issues

 

1. How can the three major opponents with issues help or hurt the province.

 

1. How do we make their “spin”, issues and criticisms work for The Government of Alberta?

 

7/ Possible PR Strategies (provide few specific examples)

 

Strategies

What methods will you use to get your message across? Strategies should include the broad who, how and what of accomplishing your objectives.

 

[Strategy 1] What has worked in the past is bring the critics up to see for themselves what is being done (ex: James Cameron, Barack Obama, and Environmental Groups) This strategy works because it’s very easy to speak about something you’ve only read about it’s quite different when it’s right in your face.

 

[Strategy 2] Hold public forums in different mediums to create “game plans” for the majority of the issues to be resolved with a sense of community and by the community to give a sense of both accomplishment and ownership.

 

[Strategy 3] Unveil and environmental stewardship plan which shows both an economic and environmental gain. This will also show the major stake holders the province has taken a full disclosure and complete transparency stance.

 

Research Plan

 

(for the research plan, having a regard to your preliminary analysis, set out the areas and possible sources or information, that your team will need to explore to aIDress the case study – include preliminary bibliography that could inform your inquiries)

 

• We’ll take a look at how the three major opponents’ issues can help or hurt the province.
• As well as how to make their “spin”, issues and criticisms work for us.
• Check the different media outlets to see what has and has not worked in the past.
• Talk to SME’s in the industry to get a better idea of ground level initiatives.

 

Preliminary Bibliography

http://www.rsc.ca/documents/expert/RSC_ExP_ExecutiveSummary_ENG_Dec14_10_FINAL_v5.pdf

 

http://www.mapleleafweb.com/features/alberta-s-oil-sands-key-issues-and-impacts

 

http://www.energy.gov.ab.ca/OilSands/831.asp

 

http://en.wikipedia.org/wiki/Oil_sands

 

http://oilsandstruth.org/

 

http://oilsands.alberta.ca/

 

http://thetyee.ca/News/2011/04/25/TarVsOil/

 

http://www.theglobeandmail.com/news/politics/oil-sands-opponents-to-descend-on-parliament-hill/article595581/

 

http://www.vancouverobserver.com/sustainability/2012/03/24/oil-sands-opponents-slam-enbridge-northern-gateway-pipeline-poetry

 

http://www.reuters.com/article/2011/11/16/us-oilsands-idUSTRE7AF2X220111116

 

http://www.nrcan.gc.ca/energy/sites/www.nrcan.gc.ca.energy/files/files/OilSands-AboriginalPeoples_e.pdf

 

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