Challenge 

With the discovery of Eagle Ford Shale, a new shale play located along 24 counties in Southwest Texas; several once quiet and desolate towns in rural South Texas began experiencing unprecedented growth in a matter of months due to the recent exploration of this new oil and gas play. The abundance of these natural oil and gas resources created quite a stir nationally due to its multiple economic benefits that were becoming available to mostly unpopulated and low-income communities in the midst of an economic downturn.

While most of the residents in this area welcomed the opportunity for new jobs and the many financial gains to come; they also faced uncertainty and had questions about how this substantial new development would change and affect their homes and families.

Strategy

ANGA, America’s Natural Gas Alliance, an organization representing 31 of North America’s largest independent natural gas exploration and production companies called on PMDG to help them educate South Texas residents about the economic and environmental benefits of Eagle Ford Shale in their communities.

PMDG, alongside agency of record – Hill and Knowlton assisted in the creation of a series of Open Houses to provide a reliable source of information to local residents and community leaders in a language they could understand and in a forum that made them feel comfortable.

PMDG took the lead role in building a bridge of communication between attendees and national corporations, unfamiliar with the market and their demographics. PMDG facilitated the logistical management of each open house event ensuring that the messages were properly acculturated and effectively conveyed to a mostly Hispanic audience.

PMDG secured a technical translator on-site, assisted in the translation of culturally relevant literature and collateral materials as well as audio visual elements. The Agency worked closely with the event team assisting them in engaging the media in attendance and facilitating interview requests and photo opportunities. PMDG’s team also created one-on-one question and answer sessions for attendees with the experts regarding more specific doubts and concerns.