Frame First, Frack Later
Image by Kareena Detwiler
Energy
01.11.2012
In:
Energy / Infrastructure,
Public Relations,
Public Affairs
Hydraulic fracturing, or fracking, is a drilling procedure used to extract natural gas from shale rock formations. The procedure is illegal in several states and has grown increasingly controversial in recent months.
In many states with major natural gas deposits, drilling opponents have managed to negatively define fracking before industry supporters mobilized. The pattern forming in North Carolina echoes the experience in New York and Pennsylvania. Geologists see the potential for increased energy production in these states if fracking is allowed, but the coordinated message of support necessary to change that is not getting through. Supporters are missing a great opportunity.
As the producers who have worked to pursue horizontal drilling know, opposition to new energy production is in place in every state. It’s not enough simply to get political support for exploring new energy initiatives. Producers must reach out to the general public. In North Carolina, drilling opponents are already mobilized and active, particularly in the press. Coverage includes articles and editorials outlining the perceived problems with hydraulic fracturing. To date, not one of these pieces has included a quote in support of energy production from a pro-drilling source. This is just one state’s experience — similar campaigns against fracking are in states around the country and at the federal level.
In North Carolina, drilling opponents are already mobilized and active, particularly in the press.
Take the next steps at this critical moment
There is much work to be done. Fracking’s opponents have already begun to frame this issue. Now is the time for drilling’s proponents to act. Just as the opponents of fracking have aggressively sought out media coverage, harnessed activists to bolster their message and leveraged the support of their political allies — fracking supporters need to do the same.
To effectively combat anti-hydraulic fracturing messaging, supporters must engage in a comprehensive campaign to:
- Develop messages that illustrate fracking’s benefits.
- Engage appropriate surrogates and spokespeople to disseminate messages.
- Conduct direct educational outreach to targeted audiences to tell the industry’s side of the story.
- Turn average citizens into outspoken supporters.
- Grow support among community leaders and inspire them to act.
Now is the time to start planning and executing. If drilling’s proponents continue their lethargic path, fracking stands to be framed negatively and permanently disallowed.
