Case Study: Strategic Communications
“Thanks to Quorum Public Affairs, ExxonMobil now has solid relationships and positive visibility in Texas, our home state. Our commitment to Texas, both in terms of economic contributions and as corporate citizens, is now much more widely acknowledged.”ings.
The Client
Formed in November 1999 upon completion of the merger of Exxon and Mobil, ExxonMobil Corporation is committed to being the world’s premier petroleum and petrochemical company. To that end, it strives to continuously achieve superior financial and operating results while adhering to the highest standards of business conduct.
The Environment
As a Fortune 25 company, ExxonMobil had effective national and global public affairs and governmental affairs programs. However, ExxonMobil sought to increase its profile and awareness at the state level, beginning with Texas. Quorum Public Affairs was engaged to design and initiate a strategic communications program.
The Strategy
Quorum and ExxonMobil created an integrated program to support ExxonMobil’s government relations initiatives in Texas. The program objective was to identify key Texas legislators, establish positive relationships, and educate legislators about Exxon Mobil’s economic significance and contributions to the state of Texas. The communication program – captured in a strategic communications brochure titled “In Texas, For Texas” – emphasized ExxonMobil’s strong presence in Texas. For example, the document highlighted ExxonMobil’s more than 35,000 employees and retirees living in Texas, its contribution of almost $500 million annually to the state tax base, and $20 million in employee/retiree-driven charitable programs and corporate contributions in Texas.
The Results
The program was very favorably received within the company and by Texas elected officials and regulators. Based on the success of the Texas initiative, Exxon Mobil is considering a rollout of similar education and awareness programs across other key states.