David McQueen

CSR and New Battle Lines in Online PR War: A Case Study of the Energy Sector and its Discontents

Abstract Purpose The focus of the chapter is on disputes around corporate social responsibility (CSR) in the fossil fuel industry and how media and social networking technologies are deployed in a virtual war between oil corporations and dissident, activist and protest groups. Methodology/approach Communications by BP, Shell, and their opponents in this virtual war are compared, especially in relation to the creative use of the internet, digital technologies, and social media. Through a case study approach, the chapter shows how communications often center on contested notions of CSR and claims by the oil giants about their environmental impact, which opponents dismiss as “greenwashing.” The various techniques deployed by both sides in this wide-ranging “PR war” are explored and contrasted in detail. Findings The findings for each case study reveal the diverse, complex, and changing nature of the relationship between the oil industry and its critics. The chapter concludes by arguing that if CSR is seen as “greenwashing” by the public, it is only likely to fuel widespread skepticism of the oil and gas sector and of corporate claims about the environment more generally. Research limitations/implications The research offers a snapshot of online and social media campaigns and PR strategies and tactics within the oil and gas industry rather than empirically grounded set of findings that can be easily applied to other fields. Practical implications Practical implications include attention to inflated or understated claims and the use of citizen testimony and humor to puncture CSR “rhetoric.” There is consideration of use of digital technologies by activists and attention to the way public debates and consultations are conducted. The need for a more respectful engagement with local communities by all parties engaging in public relations is underlined. Originality/value The chapter applies the concept of “asymmetrical warfare” from conflict studies within the media and communications tradition to provide a fresh revaluation of the term “PR war,” It offers a rare focus on online efforts by activist to subvert CSR-related branding, marketing, and communications. Discussion of the use of parody alongside factual and emotional arguments to challenge corporate hegemony also provides revealing insights.

Turning a Deaf Ear to the Citizen’s Voice. Digital Activism and Corporate (Ir)responsibility in the North Dakota Access Pipeline Protest

This chapter explores the impact of the #NoDAPL protest which began in 2016 against the construction of an underground oil pipeline from the Bakken oil fields in North Dakota to the Patoka Terminal in Illinois. The pipeline passes less than a mile from the Standing Rock Indian Reservation and crosses disputed Sioux land. Protesters, led by Native Americans, have highlighted the danger of potential water contamination and the damage to sacred tribal sites. An alliance of native American Indians, environmentalists and others combined physical occupation and protests with digital activism to mount a strong challenge to the pipeline’s construction. Nevertheless, despite President Obama calling a temporary halt to the work, Energy Transfer Partners continued construction and following weeks of violence and an executive order by President Donald Trump in January 2017 the pipeline is now fully operational.

Fear, Loathing and Shale Gas. The Introduction of Fracking to the UK: A Case Study

The controversial practice of ‘fracking’ as practised in the USA has offered the promise of energy independence, a climate-friendlier ‘bridge’ to renewable energy than coal, and a much needed economic boost. At the same time, fracking is linked with widespread water and air pollution, increased incidence of earthquakes, split communities and drastically altered landscapes. How has the proposed introduction of fracking in the UK fared in light of these concerns? What role has science played in the battle for public opinion fought by the shale industry and its opponents? This chapter examines efforts by the shale industry to ‘win hearts and minds’, including the use of intensive public relations as well as academic funding and lobbying activities, and assesses their impact on media coverage of the controversy.

Corporate Responsibility and Digital Communities: An Introduction

Digital platforms are becoming part of the mainstream media, and online communities are seen as providing contemporary business opportunities and challenges that emerge from engagement with a variety of stakeholders. Credible use of digital technology has become vital for businesses of all sizes, making this book timely as it provides a framework that deepens understanding of new corporate responsibilities resulting from engagement with digital technologies. Following the 2008 global financial crisis, governments and corporations have looked towards the digital economy to help restore growth, provide competitive advantage and achieve sustainability. Engagement with a broad range of audiences through new, interactive social media has proved challenging for many organisations, whether for-profit or otherwise, but has been particularly problematic for those organisations ill-prepared to respond to well-aimed criticism, or even anger from the general public. Thus the significance of this book, that not only expands knowledge on new and rapidly evolving areas of corporate responsibility, but which has a broader societal impact beyond academia.