1982 "Evolution of Mobil Public Affairs Programs" Report
This document, discovered by the Climate Investigations Center, was released through the podcast "Drilled" and featured here: https://www.washingtonpost.com/outlook/2019/01/10/how-fossil-fuel-industry-got-media-think-climate-change-was-debatable/
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Introduction
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"...determined advocacy have given Mobil a unique position in America's social consciousness."
"...determined advocacy have given Mobil a unique position in America's social consciousness."
"to help [the American people] reach the conclusions necessary for sound public policy ..."
"to help [the American people] reach the conclusions necessary for sound public policy ..."
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Second part of this volume organized "by the publics we address -- opinion leaders (the media, federal and state officials, and others), the general public, the investment community, our own employees, and foreign governments."
Second part of this volume organized "by the publics we address -- opinion leaders (the media, federal and state officials, and others), the general public, the investment community, our own employees, and foreign governments."
"...'Observations' readers have been influenced toward Mobil's opinions on several important energy issues where non-readers have continued to hold views less favorable to us."
"...'Observations' readers have been influenced toward Mobil's opinions on several important energy issues where non-readers have continued to hold views less favorable to us."
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Study correlating the "substantial change in The New York Times editorials ..."
Study correlating the "substantial change in The New York Times editorials ..."
... the television programs created a climate of greater receptivity for the Op-Eds.
... the television programs created a climate of greater receptivity for the Op-Eds.
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"Not just blindly trying to make a profit at any and all cost -- damn the consequences -- but certainly not operating to be loved."
"Not just blindly trying to make a profit at any and all cost -- damn the consequences -- but certainly not operating to be loved."
Mobil's respected opinion
Mobil's respected opinion
1973, 1974, 1978 Mobil CEO Rawleigh Warner Remarks
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Editorial section is a "must" reading for opinion leaders
Editorial section is a "must" reading for opinion leaders
Mobil not the only corporation, oil or otherwise, to be communicating to the American public in such a manner
Mobil not the only corporation, oil or otherwise, to be communicating to the American public in such a manner
"One of the most effective ways we have found, however -- at least in New York and, I suspect, elsewhere as well -- is to buy advertising space."
"One of the most effective ways we have found, however -- at least in New York and, I suspect, elsewhere as well -- is to buy advertising space."
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Recommending "businessmen across the country" to simulate a Mobil op-ad. Explains the inception of their own campaign
Recommending "businessmen across the country" to simulate a Mobil op-ad. Explains the inception of their own campaign
"I would be considerably less than honest if I did not say that we have our differences of opinion with the editorial policies of The New York Times. At the same time, however, that paper has made a forum available in the form of paid space in which we can express out opinions. And the Times' readership encompasses some important publics."
"I would be considerably less than honest if I did not say that we have our differences of opinion with the editorial policies of The New York Times. At the same time, however, that paper has made a forum available in the form of paid space in which we can express out opinions. And the Times' readership encompasses some important publics."
"In Mobil's case, the response we have been getting leads us to conclude that the segment of the public which exerts impact on decision-making is increasingly reading what we have to say and judging us both on our logic and on our record, with generally favorable results ...."
"In Mobil's case, the response we have been getting leads us to conclude that the segment of the public which exerts impact on decision-making is increasingly reading what we have to say and judging us both on our logic and on our record, with generally favorable results ...."
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I. Interpretive Chronology
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"The Op-Ed program was Mobil's prime response for dealing with emerging issues in a way that would assure control of the context [continued on next page] of the message."
"The Op-Ed program was Mobil's prime response for dealing with emerging issues in a way that would assure control of the context [continued on next page] of the message."
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"In addition, Mobil set about improving its public image by promoting selected philanthropies such as the United Negro College Fund and the Urban Coalition ..." The tone eventually grew "sharper when necessary, but still stylish ..."
"In addition, Mobil set about improving its public image by promoting selected philanthropies such as the United Negro College Fund and the Urban Coalition ..." The tone eventually grew "sharper when necessary, but still stylish ..."
Op-Eds and television working together
Op-Eds and television working together
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"In all of these ads, we concentrated on reaching opinion leaders in government, the media, and elsewhere, as the key to changing public opinion as rapidly as possible."
"In all of these ads, we concentrated on reaching opinion leaders in government, the media, and elsewhere, as the key to changing public opinion as rapidly as possible."
Sheik Yamani and King Faisal approve of Mobil's Op-Ed re: Middle East
Sheik Yamani and King Faisal approve of Mobil's Op-Ed re: Middle East
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"Government Relations people in Washington focused on a variety of issues ... But the Administration was sympathetic to the oil industry, and oil industry representatives generally had plenty of opportunity to communicate with officials and members of Congress. Some issues were resolved without rancor."
"Government Relations people in Washington focused on a variety of issues ... But the Administration was sympathetic to the oil industry, and oil industry representatives generally had plenty of opportunity to communicate with officials and members of Congress. Some issues were resolved without rancor."
Mass Transit Ad Attachment
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The Embargo
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"Musings of an oil person" Ad Attachment
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Between Crises, 1974-78
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In crisis company hosted more than ten executive forums
In crisis company hosted more than ten executive forums
'Mobil initiated a new program to make its own employees more aware of the issues, and to supply them
'Mobil initiated a new program to make its own employees more aware of the issues, and to supply them
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"The Genius of Arab Civilization, which attracted much favorable attention to the Arab world, and supported the founding of a Committee to Honor the Fourteenth Centennial of Islam and the development of a Middle East "outreach" program that now includes approximately 50 colleges and universities in the U.S."
"The Genius of Arab Civilization, which attracted much favorable attention to the Arab world, and supported the founding of a Committee to Honor the Fourteenth Centennial of Islam and the development of a Middle East "outreach" program that now includes approximately 50 colleges and universities in the U.S."
"Outside its regular Public Affairs activities, Mobil also strengthened relations with influential 'think tanks,' which began to issue an increasing volume of materials questioning the 'left-of-center' wisdom of the time. These institutions included the American Enterprise Institute, the Hoover Institution, and the Heritage Foundation. By so doing, Mobil indirectly participated in changing the national climate of opinion, which manifested itself in the 1980 election. These activities also paid off by giving Government Relations staff early access to several key executives in the present Administration, since they were drawn from these organizations."
"Outside its regular Public Affairs activities, Mobil also strengthened relations with influential 'think tanks,' which began to issue an increasing volume of materials questioning the 'left-of-center' wisdom of the time. These institutions included the American Enterprise Institute, the Hoover Institution, and the Heritage Foundation. By so doing, Mobil indirectly participated in changing the national climate of opinion, which manifested itself in the 1980 election. These activities also paid off by giving Government Relations staff early access to several key executives in the present Administration, since they were drawn from these organizations."
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The Iranian Crunch
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"The Mobil initiative, which attracted many inquiries and comments on Capitol Hill, was reflected in the modified final bill in which new oil was given more favorable treatment than old."
"The Mobil initiative, which attracted many inquiries and comments on Capitol Hill, was reflected in the modified final bill in which new oil was given more favorable treatment than old."
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"The company maneuvered around the TV network boycott of advocacy ads in 1980 ... The messages reached about 22 million people and were the subject of a Time magazine story because of the uniqueness of the approach."
"The company maneuvered around the TV network boycott of advocacy ads in 1980 ... The messages reached about 22 million people and were the subject of a Time magazine story because of the uniqueness of the approach."
Strategy to improve reporting on Mobil's earnings
Strategy to improve reporting on Mobil's earnings
The Emerging Glut, 1980-today
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II-A. Impact on Opinion Leaders
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"Our Op-Ed program and our support for 'Masterpiece Theatre,' in particular, have enabled this company to become part of the 'collective unconscious' of the nation, as the changed views of opinion leaders have gradually molded general public opinion."
"Our Op-Ed program and our support for 'Masterpiece Theatre,' in particular, have enabled this company to become part of the 'collective unconscious' of the nation, as the changed views of opinion leaders have gradually molded general public opinion."
"Who are the nation's opinion leaders?"
"Who are the nation's opinion leaders?"
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"Opinion leaders in media and elsewhere discuss Mobil's Public Affairs/Public Relations" Attachment
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Louis Banks of Harvard Business Review thinks Mobil's Op-Eds changed the Times' tone
Louis Banks of Harvard Business Review thinks Mobil's Op-Eds changed the Times' tone
20/20 interview discussing Mobil's controversial ads, the Mobil representative concludes: "If there's no major public backlash, many firms may soon adopt the Mobil style of public relations."
20/20 interview discussing Mobil's controversial ads, the Mobil representative concludes: "If there's no major public backlash, many firms may soon adopt the Mobil style of public relations."
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Oil corporations' "contributions to American culture"
Oil corporations' "contributions to American culture"
"Mobil is the one ... which does those ersatz newscasts that fake you into thinking you're watching and NBC or CBS newsbreak at 8 ..."
"Mobil is the one ... which does those ersatz newscasts that fake you into thinking you're watching and NBC or CBS newsbreak at 8 ..."
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II-B. Impact on the Media
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Mobil's PSAs and news clips becoming more well received
Mobil's PSAs and news clips becoming more well received
50 million users for the "Mobil Information Center"
50 million users for the "Mobil Information Center"
"A major breakthrough came in 1980, when ... [Mobil's] issue-oriented 'fable' commercials aired on 54 independent stations ... reached about 22 million viewers ..."
"A major breakthrough came in 1980, when ... [Mobil's] issue-oriented 'fable' commercials aired on 54 independent stations ... reached about 22 million viewers ..."
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"Op-Ed Impact Study: A Comparative Analysis ..." Attachment
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Advertisements
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II-C. Impact on Federal and State Officials
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"A task force assembled by the American Petroleum Institute conducted a public relations effort against [Senator Kennedy's horizontal divestiture bill], but Mobil also decided to mount its own offensive."
"A task force assembled by the American Petroleum Institute conducted a public relations effort against [Senator Kennedy's horizontal divestiture bill], but Mobil also decided to mount its own offensive."
Executive tours - PR was responsible for the organization of the tours of 21 USD executives to 21 cities in 18 states who met 18 newspaper business editors, appeared on 50 TV shows and were interviewed for 54 radio programs."
Executive tours - PR was responsible for the organization of the tours of 21 USD executives to 21 cities in 18 states who met 18 newspaper business editors, appeared on 50 TV shows and were interviewed for 54 radio programs."
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Wide range of issues addressed by Public Relations and Government Affairs
Wide range of issues addressed by Public Relations and Government Affairs
Mobil and entire oil industry's efforts attributed to "[t]he fact that none of the divestiture bills succeeded ..."
Mobil and entire oil industry's efforts attributed to "[t]he fact that none of the divestiture bills succeeded ..."
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A testimonial to Mobil's effectiveness: Herb Schmertz "had the public relations functional responsibility in the American Petroleum Institute committee responsible for guiding industry programs ..."
A testimonial to Mobil's effectiveness: Herb Schmertz "had the public relations functional responsibility in the American Petroleum Institute committee responsible for guiding industry programs ..."
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"Mobil's messages were found to have a 71% recognition factor among 83 government interviewees in Congress, the Cabinet, [continued on next page] and the White House."
"Mobil's messages were found to have a 71% recognition factor among 83 government interviewees in Congress, the Cabinet, [continued on next page] and the White House."
Louisiana Senator Russell Long praised and distributed Mobil Op-Ed material to colleagues
Louisiana Senator Russell Long praised and distributed Mobil Op-Ed material to colleagues
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II-D. Impact on General Public
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"Mobil TV Commercials" Attachment
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"Issue-Oriented TV Programs" Attachment
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"Public Service Announcements" Attachment
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"TV Newsclips" Attachment
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II-E. Impact on Investors
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II-F. Impact on Employees
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III-A. Mass Transit
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III-B. Dialogue with the media
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III-D. Pending Legislation
III-E. Celebrating America
III-F. Environment
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III-G. Conservation
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III-I. Energy Policy
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III-J. Economic Growth
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III-K. Private Enterprise
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III-L. Economic Lessons
III-M. Profits
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III-N. Explaining Mobil
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II-A/1 Impact on Opinion Leaders
II-A/1 Impact on Opinion Leaders
"Since Mobil began its various expanded Public Affairs programs in 1970, the views of the majority of the American people on certain basic issues -- like the role which government should play in our society, or the best way of assuring the nation of an adequate energy supply -- have changed drastically."
"Since Mobil began its various expanded Public Affairs programs in 1970, the views of the majority of the American people on certain basic issues -- like the role which government should play in our society, or the best way of assuring the nation of an adequate energy supply -- have changed drastically."
"This change has come about largely because "opinion leaders" -- those people and institutions that influence the thoughts and actions of others -- have changed their perceptions of national needs."
"This change has come about largely because "opinion leaders" -- those people and institutions that influence the thoughts and actions of others -- have changed their perceptions of national needs."
"Our Op-Ed program and our support for "Masterpiece Theatre," in particular, have enabled the company to become part of the "collective unconscious" of the nation, as the changed views of opinion leaders have gradually molded general public opinion."
"Our Op-Ed program and our support for "Masterpiece Theatre," in particular, have enabled the company to become part of the "collective unconscious" of the nation, as the changed views of opinion leaders have gradually molded general public opinion."
III-O. Mobil's Research
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III-Q. Mideast
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