Suncor Communications Plan

Topics: Petroleum, Oil sands, Athabasca Oil Sands Pages: 35 (11966 words) Published: June 5, 2012
Stakeholder Communications:
A Comprehensive Plan

Executive Team Meeting: December 1, 2011

Table of Contents
Target Audience7
Investor Profile continued:8
The Message8
Marketing Channels9
Information Flow11
Evaluation and Measurement12
Government Regulators13
Environmental Protection Agency13
Message Creation14
United States Department of Energy16
Message Creation16
Federal Energy Regulator Commission17
Message Creation18
Non-Governmental Organizations19
Sierra Club20
National Wildlife Federation21
Tar Sands Action21
Message Creation23
Message Delivery24
Community Residents25
The Objective25
The Message26
Media Relations27
The Objective28
The Message28
The Delivery28
The Evaluation29
Work Cited30

Suncor has been a pioneer of the development of the Canadian Oil Sands since 1967. Today, they are the fifth largest in the North American continent, producing 615,000 barrels of oil per day. In Canada they are a leading industry player and considered a premier integrated energy company. Suncor’s efforts have not solely concentrated on the Oil Sands of Canada; Suncor has a growing and industry-leading portfolio of renewable energy business, including wind farms and Canada’s largest Ethanol plant. Their environmental initiatives have concentrated on decreasing Suncor’s operational footprints. They have been continuously recognized for environmental performance and setting aggressive environmental goals that challenge technology and operations. The company has traditionally communicated with stakeholders through agencies like The Oil Sands Leadership Initiative and The Canadian Association of Petroleum Producers. These two organizations are comprised of other companies in the industry with similar interests. For example, The Oil Sands Leadership Initiative includes other Oil Sands producers like ConocoPhillips, Nexen, Statoil, and Total. Suncor also communicates through individual initiatives that impact customer and stakeholder relationships greatly. The company often holds meetings with those affected by the Oil Sands production operations and actively engages political audiences. They also maintain outreach events through supply chain targets and provide support for influencer events in partnership with industry associations. A media relations program also actively engages the media, providing clear and concise information. Specific initiatives taken in the last few years by Suncor to address stakeholders include yearly reports in sustainability, a Speakers Bureau Program, and interactive newsletters and blogs. Specifically, Suncor’s “In the Know” campaign attempted to communicate with the firm’s 12,000 employees regarding the firm’s environmental efforts. More importantly, the firm has concentrated in funding and initializing technological advancements that would decrease their environmental impact. At this point, the message that has been continuously communicated to stakeholders is simple and concise. First, oil sands in Canada are an important success story and have provided substantial economic and social benefits to the country. Second, Suncor has a proven track record on environmental performance and improvement. Last, the firm is constantly finding new ways to bring innovation to the industry and increase technology standards. However, recent public awareness regarding Suncor and more specifically, the oil sands, have caused major impacts and revisions to the messages. More importantly, American stakeholders and consumers have entered the mix because of the recent controversy regarding the Keystone pipeline. The pipeline was not...

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