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Dirty Oil to Receive PR Makeover

Posted by mhudema on June 24, 2008

Oil sands tries image makeover

Already under the microscope for greenhouse gas emissions, oil sands companies suffered a major public relations setback when images of ducks soaked in tailing pond oil emerged. Now, they’re striking back with a campaign to show how they can produce oil and manage the environmental impact

From Tuesday’s Globe and Mail

OTTAWA — Canada’s oil sands producers are tired of their image as environmental bad boys and are fighting back. As their critics get more vocal, the companies have decided to band together to get out the message that they are committed to reducing the environmental damage that results from oil sands development.

In an interview Monday, Imperial Oil Ltd. chief executive officer Bruce March said the oil companies are making major investments in new technology that will dramatically reduce the oil sands’ impact on water, land and air.

Mr. March spoke in the interview as part of the industry’s kickoff of an aggressive communications campaign that includes a new website and a series of national advertisements that, the industry says, are designed to engage Canadians in a dialogue about the controversial projects.

The Imperial Oil CEO said the development of the oil sands is a national project, similar in scope to the building of the railway in the 19th century.

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