The Alliance of Automobile Manufacturers, a trade association of car and light truck manufacturers, has launched "EcoDriving," "a national campaign intended to empower consumers on an individual basis to reduce fuel use and CO2 emissions." The campaign will utilize social networking, events, and media outreach to "offers manufacturers an opportunity to show consumers they are part of the solution." Colorado Gov. Bill Ritter and California Gov. Arnold Schwarzenegger, and the Environmental Defense Fund have all endorsed the campaign. But as CMD previously reported, the Alliance of Automobile Manufacturers employed PR firm Fleishman-Hillard in 2007 to oppose efforts to raise fuel mileage standards to 52 miles per gallon by 2030.

According to a recent Gallup poll, the public has "a dimmer view of the pharmaceutical industry than they do of the advertising / public relations sector, if you can imagine such a thing," writes Mark Dolliver. "When a top-selling pain reliever like Vioxx is pulled off the market for increasing patients' risk of heart attack or stroke, consumers take note." Loreen Babcock, who heads Omnicom Group's "relationship-marketing agency" Unit 7, says drug companies should use social media to improve their public image. She notes Johnson & Johnson's use of YouTube, and Novartis' contest for the best consumer-generated flu vaccine video, also on YouTube. "This effort leverages the fact that consumers trust other consumers more than company spokespersons," explains Babcock. In PR parlance, that's called the third party technique. Another trend is "an increasing emphasis on conveying [drug] information to the people who want it, as opposed to the public en masse." Marketer Lynn Day predicts that drug companies are "going to be providing much more targeted and educational approaches" than traditional direct-to-consumer advertising.

Image from CleanSkies.tvFaced with "public complaints about its new drilling in an urban area" -- Fort Worth, Texas -- the natural gas company Chesapeake Energy is about to launch its own "brand-new media source," Shale.tv. The online video channel will be produced by "three Dallas-area former journalists," and is named after the Barnett Shale natural gas formation in North Texas. In response to questions about Shale.tv's objectivity, Chesapeake spokesperson Julie Wilson pointed out, "We pay those journalists -- whether on Channel 8 or Channel 11 or the [Fort Worth] Star-Telegram -- in terms of advertising support. ... Instead of running ads on the program, we're just writing the check direct." Chesapeake has also hired actor Tommy Lee Jones, "to help deliver its point of view." And, since April, the Chesapeake-funded group American Clean Skies Foundation has run CleanSkies.tv. The online video channel "has applied for press credentials that would place its reporters and crew inside the U.S. Capitol," reports Dow Jones. The CleanSkies.tv program "Clean Skies Sunday," which is anchored by former CBS Morning News host Susan McGinnis, is also broadcast on WJLA-7, the ABC affiliate in Washington DC. A recent show featured Chesapeake CEO Aubrey McClendon discussing a Clean Skies Foundation report that concluded that "natural gas supplies are vast enough to meet current demand for more than 100 years, a key talking point by the natural gas industry in its congressional lobbying efforts."