ABSTRACT
In 1995, the international furore over Shell’s plans to sink the Brent Spar in the North Sea highlighted the importance of building relationships with environmental organisations. Ketchum was appointed by Esso UK plc to provide strategic PR advice and support for its environmental and community relations programme. Esso had a wideranging community action programme supporting educational and environmental initiatives but research among opinion formers showed that awareness of this was low. The company’s objectives were to:
• focus Esso’s CCI on the environment
• build relationships with environmental organisations
• raise awareness of Esso’s CCI among opinion formers.
