Pr War: Pr Strategies Of The Fossil Fuel Industry And Its Opponents-公关战争:化石...

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英文文献：Pr War: Pr Strategies Of The Fossil Fuel Industry And Its Opponents-公关战争:化石燃料工业及其对手的公关策略
英文文献作者：David McQueen
英文文献摘要：
The paper presents an analysis of relations between the fossil fuel industry and its opponents. The paper will explore how different weapons in a ‘PR war’ contribute to particular policy and public opinion outcomes. The paper revisits the Deepwater Horizon crisis and looks at how campaigning groups such as Greenpeace effectively discredited BP, its crisis communications and the ‘Beyond Petroleum’ CSR strategy. It will also contrast campaigns in Ireland, Nigeria and the Arctic against the oil company Shell and look at the use of digital media and low and no budget documentary films in ‘activist PR’ campaigns. The paper will show how the public relations war has had uneven outcomes with charities sometimes winning the battle for public opinion, whilst energy corporations and interests have been more successful in setting the agenda for legislative and policy changes and winning elite opinion. This success has been in part due to corporation’s success in mobilising third party endorsement and working together through industry bodies, business networks, policy planning groups and front groups – a strategy that campaigning groups and activists would do well to learn from.

本文分析了化石燃料工业与其竞争对手之间的关系。本文将探讨在“公关战争”中不同的武器如何促进特定政策和公众舆论的结果。该报告回顾了深水地平线危机，并探讨了绿色和平组织(Greenpeace)等活动团体如何有效地抹黑英国石油、其危机沟通以及“超越石油”(Beyond Petroleum) CSR战略。它还将对比爱尔兰、尼日利亚和北极地区的活动与壳牌石油公司(Shell)的活动，并研究在“激进公关”活动中使用数字媒体和低成本、无预算的纪录片。这篇文章将展示公共关系之战是如何产生不平衡的结果的:慈善机构有时会赢得公众舆论，而能源公司和利益集团则更成功地为立法和政策变化制定议程，并赢得精英的意见。这种成功的部分原因在于，企业成功地动员了第三方的支持，并通过行业机构、商业网络、政策规划小组和前台小组进行合作——这是一种活动团体和活动人士值得学习的策略。

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