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Case Studies


ITPOES ‘Peak Oil’ PR Campaign

ITPOES ‘Peak Oil’ PR Campaign


Recently the UK Industry Taskforce on Peak Oil and Energy Security (ITPOES) launched its second report, ‘The Oil Crunch - a wake-up call for the UK economy’, which warned that oil shortages, insecurity of supply and price volatility will destabilise economic, political and social activity within five years.

 The Taskforce, which is a consortium of British businesses including Arup, Foster + Partners, Scottish and Southern Energy, Solarcentury, Stagecoach Group and Virgin, through the launch of the second report wanted to galvanise government, industry and the general public to act to reduce UK dependency on cheap oil.

Campaign objectives

Build awareness about the impending danger of peak oil amongst politicians, businesses and consumers
_ Encourage the Government to act to help wean the UK economy off peak oil and minimise social and economic impacts
_ Outline what action could be taken to reduce the UK’s dependency on cheap oil
_ Demonstrate a united voice for British business on the issue of peak oil.

Recommended approach

Epoch developed and implemented an integrated communications programme to target a
high-level audience of policy-makers, business decision-makers as well as the general public.
This consisted of three elements: a launch event at the Royal Society, a media outreach programme and an online buzz campaign.

To build a sense of anticipation about the report we secured an exclusive in the Sunday Times, the weekend before launch. This helped to drive interest from key newswires, such as the Press Association, and online outlets as well drive attendance to the launch event at the Royal Society.

This strategy also ensured heightened interest in the story amongst the broadcasters CNN, Sky, Channel 4 and national media for the launch and a critical mass of interest developed.

By also seeding the story online, with key industry blogs such as The Oil Drum, the story also began to have a life of its own and extended interest in the story significantly beyond launch day.


_ 82 pieces of international, national, business and broadcast coverage in two days
_ 91 social media mentions across industry blogs, twitter, LinkedIn and YouTube
_ Media highlights include Radio 4 Today, Wall Street Journal Europe, Financial Times,
Daily Telegraph, Sunday Times, The Independent, The Guardian, CNN, BBC and Forbes
_ Over 120 delegates including policy-makers, industry leaders and media attended the launch of the report at the Royal Society
_ Following the media coverage of the report, a representative from DECC made an eleventh hour request to provide an official response to the report at the launch.

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