Hear that applause? In PR, It’s Our Client Who’s the Star on Stage

By Reid Schwartz, Vollmer Public Relations Austin

When I was in high school, my main aspiration was to become an actor. I participated in a number of theatre groups at my school, including an acting company, a show choir, school-wide musicals and many more. These groups rehearsed for hours on end on school nights and weekends until our performances were ready for an audience. This meant juggling our school work and social lives for the sake of the show – and, by extension, a brilliant performance.

Once I reached college, it didn’t take long to figure out that I wasn’t going to fulfill my dream of becoming a star, and that I would need to focus on a career path other than theatre. I switched gears and focused my attention on communications – a path that not surprisingly required just as much “rehearsal.”

In the public relations world, we are often asked to serve as spokespersons for our clients, be it for a new product or service, for drumming up interest in an upcoming event, for managing a crisis situation or for presenting ideas to potential new clients.  In all scenarios, we are ultimately responsible for our clients’ “performances” in the outside world.

My experiences on stage ultimately influenced my decision to choose a career path with regular opportunities to present to large groups of people. When you’re on stage, shyness is strictly forbidden, or you’ll surely be booed off the stage. If you don’t know your lines, the show will inevitably fall apart.

I’ve seen so many parallels to what I’m doing today. If I’m standoffish and not proactively working on behalf of my clients, they don’t receive the “applause” they deserve. Similarly, I need to know my lines by heart. If I’m not well versed in my clients’ products and services, when a tough question is thrown my way, how would I look as a professional?  How would my client’s brand be perceived?

So, in the current role in which I have been cast – as Account Coordinator at Vollmer Public Relations – I know I’m ready for whatever comes my way. I have enormous support from my directors and “fellow cast mates.” I know all of my lines, and I’m ready to take the stage!

BP – Can You Hear Me Now?

Tony Shelton, President of Shelton and Caudle Communication Training and Crisis Counsel (a division of Vollmer), was in public relations at Exxon in 1989 at the time of the Valdez oil spill. Also, following the BP Refinery explosion outside Houston in 2005, Shelton provided communication counsel to the contracted engineering firm that lost 13 of the 15 people who died in that event.

In observing the news reports of the BP incident in the Gulf, I was reminded that a policy of alternately hiding and attacking rarely works over the long haul.

• Hiding - I was a low-level PR professional with Exxon at the time of the Valdez spill and was amazed there were so few references to BP in connection with the Transocean rig incident and ongoing release of oil. Certainly, nobody in the media seemed to be blaming BP.  Stories focused on Transocean and BP seemed to be content to stay in the background.  As the Coast Guard had the final say about the clean-up, it was understandable BP might hope that approach would work.  Still it was BP's oil and there had to be a day of reckoning.   Why weren't they more visible and forthcoming at the beginning?
•  Attacking - On May 6th, BP Chief Executive Tony Hayward was quoted by NPR as having said, the spill is "not our accident.  This is a piece of equipment owned and operated by Transocean, maintained by Transocean; they are absolutely accountable for its safety and reliability."  This is a statement better saved for the courts. The public, investors, and the government are not interested.  It's BP's well.  All we want to hear is what they're doing to clean up the oil.  Besides, if you hired a contractor to do work for you, you're responsible for making sure that contractor does things right.  What about oversight?
• Taking responsibility - BP has accepted responsibility for the clean-up, the right thing to do. Companies don't have to admit fault in order to do that. Following the Valdez spill, then Exxon CEO Lawrence Rawl, certainly nobody's media darling, said:
• This was an accident.
• We've accepted responsibility for it, and;
• We're going to clean it up.
• Tony Hayward should stick to just that sequence going forward, with frequent updates about progress.  No more finger pointing or excuses.
•  Also, BP should consider telling us, in the wake of this event, that they're double checking any other rigs, on shore and off.  That would be helpful from both a business and PR perspective.  Fair or not, BP has gotten the reputation of putting profits above safety.  That means the company has to work doubly hard to do the right thing now as another drilling incident would be unconscionable. 

Shelton and Caudle is the Communication Training and Crisis Counsel division of Vollmer Public Relations.  For more information, visit www.sheltoncaudle.com or email Tony at Shelton@vollmerpr.com.  

VPR at OTC: Vollmer Live at the Offshore Technology Conference

Thursday, May 6, 2010

OTC 2010 In Review
Thursday, May 6, 2010, 5:45 p.m. CDT
By Vollmer's OTC Team

 Today marked the last day of the 2010 Offshore Technology Conference (OTC) in Houston, TX. With more than 2,400 exhibitors representing 35 countries and over 72,000 attendees gathering at Reliant Park from May 3-6, OTC still holds the record as one of the largest tradeshows of its kind in the world.

While the tragedy of the Deepwater Horizon spill remained top of mind, the mood of the show was upbeat and hopeful. The oil and gas community is very tight-knit and highly resilient, and there is a palpable air of optimism that the industry will overcome this setback.

Despite a somewhat slow start on Monday, by Tuesday there was no doubt that the conference was in full swing. Many exhibitors commented on the increased traffic this year compared to 2009. Indeed, the energy sector is emerging from the recession and many companies anticipate a positive market correction in the wake of the credit and commodities market meltdown in late 2008.

This year OTC was streamlined between two venues, Reliant Center and Reliant Arena. With an expanded exhibition space in Reliant Arena, OTC boasted the largest exhibition in 28 years covering more than 568,000 square feet between the two facilities. The technical programs also were expanded to include business and regulatory issues in the industry, as well as a wider focus on the latest deep water projects from around the world. Technology sessions also grew to include topics such as metocean conditions, updates on hurricanes, subsea processing, drilling innovations and new operational approaches.
 
We also discovered that OTC will be introducing two new tradeshows in 2011: Offshore Technology Conference - Brazil (OTC Brasil) and Arctic Technology Conference (ATC).

This year Vollmer’s social media coverage and client interaction was highly successful and we are already planning for OTC 2011!


OTC 2010 - An Ocean of Opportunity
Thursday, May 6, 2010, 3:30 p.m. CDT
By Devin Hotzel

This week the 2010 Offshore Technology Conference was held at Reliant Center and I was fortunate enough to attend. As always, the conference hosted it’s endless sea of exhibitors with elaborate displays as well as many different technical workshops for attendees. I was interested to see how the companies at the conference would handle the issue of the recent oil spill and was encouraged with what I discovered.

As soon as I got to the conference I attended a break out session on Pipeline Projects and Potential Hazards. The session discussed the problem with under water pipelines “walking” or shifting and affecting the flow of gas or oil and even causing them to rupture. Being that this conference was held in the wake of the terrible BP oil spill, everything seemed to have an undertone of “what to do if this goes wrong.”

Of course in a room filled with brilliant technical-minded engineers the majority of topics discussed were how to prevent or recover from a problem on a technical level, however, the communications side was also heavily discussed.

While listening to these people talk about how communications can help companies, communities and individuals bounce back from a disaster like the BP oil spill, it occurred to me that as communicators we have endless opportunities in store for us in the energy industry. At the end of the day when all of the technical recourse plans have been enacted someone has to explain what is going on to the world and they must do it in a manner that makes sense to the common school teacher, bus driver or janitor. Communicators not only work to help companies save face in times like these, they also help citizens understand how to help themselves.

Of course, not every discussion was based on disasters. Another popular topic was the upswing of the industry as a whole. From the largest companies with the most extravagant display to the smallest service provider or manufacturer with a single table booth, everyone was electrified with confidence in the opportunities the industry still has to offer. In fact, most were pleasantly surprised with the recent uptick in business they've already seen.

Without a doubt, given the previous tumultuous years in the economy and the recent tragedy in the Gulf, there was a lot of anxiety about the week's events. However, the tone was pleasantly positive about how this great industry can move forward and look toward the future. OTC 2010 displayed in grand fashion the best the industry has to offer and produced a valuable look at a driving the economic force of the world.

I thoroughly enjoyed my time at the conference. I learned a great deal, met a lot of interesting professionals and look forward to next year’s event.


OTC INTERVIEW - Viking Life-Saving Equipment
Thursday, May 6, 2010, 12:00 p.m. CDT
See the video version of this interview at http://www.youtube.com/vollmerpr.

To wrap up the OTC experience, we met with Viking Life-Saving Equipment's Henk Van der Drift, Managing Director - The Netherlands and Belgium.

Tell us a little about your company, what your role is and what brings you to OTC?
Viking Life-Saving Equipment is a Denmark-based 50-year-old company that provides life saving equipment and safety solutions including liferafts, boats, protective clothing such as work, fire and immersion suits. The company has exhibited at OTC for years because it's a great venue to meet both current and prospective customers.

What makes your product or service unique to the offshore oil and gas industry?
The company's platform evacuation system is the only one of its kind in the industry and provides a way for personnel to quickly and safely evacuate platforms (typically 90 feet above the top of the ocean) to liferafts on the water top.

For a visual of how the product works, please visit the video onYouTube.

What are your thoughts on the current state of the industry and its future?
While activities were slow last year for Viking Life, the company has definitely seen improvement in activity and Henk believes the industry is headed for a bright future with some positive developments.

What is your favorite TV show?
Because of his love of dancing, Henk's favorite show is Dancing with the Stars - Dutch.


Wednesday, May 5, 2010

It’s All about the People 

Wednesday, May 5, 2010, 2:45 p.m. 

By Mauren Kunz 

It’s Day 3 at OTC and I just finished up at a fairly packed lunch session presented by Steve Knowles, president of Mustang Engineering. The topic that spawned so much interest? The recession and how to navigate through the tough times. It was clear many are still looking for answers and a positive outlook on the subject.

After introducing his topic with a few cartoons, videos and stories, Knowles based his presentation on a study done by the Harvard Business Review, which monitored 4,700 companies over a designated time period surrounding three different recessions. The purpose of the study was to determine which management strategies were the most effective in helping companies recover from the economic downturns.

Four primary strategies were observed from each company’s way of handling business:

• Prevention-focused

• Promotion-focused

• Pragmatic-focused

• Progressive-focused

After some explanation around each management approach, Knowles revealed that none of them alone had a significant ability to help a company beat its competitors by 10 percent or more in the given time period.

While even having a strategy improved the odds of success, it was clear that companies also needed to re-evaluate what worked for the company internally. The key - the people.

Because a company's most valuable assets are its people, Knowles offered these tips for achieving success among employees: 

Invest in them

• Stop attrition and find ways to make reductions elsewhere to keep employees. Building employee trust during the recession will be especially important with top performers who may see new opportunities arise in the recovery. 
• Provide opportunities for new assignments that challenge employees and allow them to learn, succeed and grow. 

Take care of them

• Coordinate fun and relaxing team gatherings to build morale
• Provide opportunities for employees to give back to the community and others.

Communicate with them

• Communication is key and employees need to see the reality in the company’s vision. They need to know you understand and aren’t in denial about the situation but that you have a reasonable vision and a plan. 
• Be consistent in everything you say and do, no matter how trivial o Be transparent when asked “why.” People have an enormous capacity to buy into a strategy they might not even agree with when they know why the strategy was selected.

Overall Knowles’ presentation was enlightening about the importance of personalizing a strategy and focusing on more than just the external components of business.

What additional tips would you add?

OTC INTERVIEW - Maxwell Drummond International
Wednesday, May 5, 2010, 3:45 p.m.

See the video version of this interview at http://www.youtube.com/vollmerpr. 

During day three at OTC, we caught up with our client Katy Caudle, Senior Research Consultant at Maxwell Drummond International. 

Tell us about your company, what your role is and what brings you to OTC.

Katy is a senior research consultant at Maxwell Drummond, a global oil and gas executive retained search firm. The company services its clients by working to fill senior and executive level positions in the oil and gas industry – from specialized technical to C-level posts. 

Maxwell Drummond is at OTC to share the results of its recently completed annual executive energy survey which explores global trends and industry outlook. 

What makes your services unique to the offshore oil and gas industry?

Maxwell Drummond is the only executive search firm in the world that specializes exclusively in the oil and gas industry. With offices in every major energy market, the global firm is unique in its knowledge of the space, trends and needs within the industry. 

What are your thoughts on the current state of the industry and its future?

Feedback from Maxwell Drummond’s annual executive survey indicates the industry is looking up. Companies are starting to hire and respondents once again feel confident recommending the industry to recent graduates, an overwhelming response double that of last year’s survey.

Most respondents say their company is upgrading skills and talent to grow stronger and move forward. Across the board, industry executives said they expect a full recovery within the next year, with smaller companies (less than 500MM in revenue) anticipating it will take the full 12 months, while larger companies (5 to 10B in revenue) foresee a quicker recovery in the next three to six months. 

What is your favorite cartoon? 

Katy went with a classic and named Looney Toons as her cartoon of choice.

OTC Interview - CapRock Communications
Wednesday, May 5, 2010, 9:45 a.m.

See the video version of this interview at http://www.youtube.com/vollmerpr.

Today we caught up with Keith Johnson, President - Global Energy Services for CapRock Communications. 

Tell us about your company, what your role is and what brings you to OTC.

CapRock is a global provider of satellite voice and video communications to the energy, maritime, government, engineering and construction and mining industries with particular expertise in remote and harsh environments. Keith is president of the global energy services group for CapRock and views OTC as the ideal venue for networking with current customers and seeking new prospects for CapRock’s services. 

What makes your product or service unique to the offshore oil and gas industry? 

According to Keith, CapRock delivers its services globally and has invested significant resources to meet growing customer demand in such areas as Angola, West Africa, Brazil and Asia-Pacific. 

What are your thoughts on the current state of the industry and its future? 

Keith is seeing many companies in the oil and gas industry refocusing on the development of their core businesses and outsourcing value-added services such as communications. 

What's currently on your DVR? 

Keith is a fan of “American Idol” so his DVR is set to catch every episode of the popular singing competition. And in case you’re wondering, Keith’s odds are on Crystal Bowersox.

Tuesday, May 4, 2010
New Meaning to a “Fresh Look at OTC”
Tuesday, May 4, 2010, 2:30 p.m. CDT
By Amanda Modglin (@Modg)

As a recent addition to Vollmer’s B2B and Energy team, today was my first trip to the renowned Offshore Technology Conference. Although I wasn’t sure of what to expect, I find that in unfamiliar situations, I tend to take the “chameleon approach”, attempting to soak up the culture and blend in.

Walking into Reliant Center, I breathed in the awe of the oil and gas tradeshow mecca that was before me, but then something happened… instead of trying to act like I had a background in this industry, I found I began comparing the show to the previous events I’ve helped coordinate at Vollmer.

I took notice of the various entryways, carpets, signage, intricate display technologies, registration booths and more. Instead of the average oil industry visitor there to see and compare the latest technologies, I found myself thinking about logistics. What event design company handled this? How many event coordinators are working the showroom floor? Padded carpet – an additional expense, but a good choice for attracting those with achy feet. Electricity – makes a huge difference; how many 120V hookups were needed to put on that amazing display? Wireless internet – a necessity, but who covers the bill? Each booth embodies event marketing at its finest, with factors like height, space, color and technology screaming for your attention like the Million Dollar Homepage. I just loved it!

Although my thoughts were with PR and marketing, I thoroughly enjoyed myself in the offshore technology world. The crowd was large and energetic, the culture was an international mix and the companies were sporting some really cool innovations. Favorites from today: Lincoln Electric’s VRTEX 360, an awesome virtual reality welding trainer that would make any new worker eager to learn, and the Caterpillar MaK engine that’s sheer size makes me feel like I’m in the “Honey, I Shrunk the Kids” simulator at Disney World.


With details from today’s experience dancing in my head, I can’t wait to go back!



OTC INTERVIEW – Caterpillar Global Petroleum
Tuesday, May 4, 2010, 11:00 a.m.

See the video version of this interview at http://www.youtube.com/vollmerpr.


After being dwarfed by a 15-foot tall engine display, we met with Mitch Colgan, Press Manager at Caterpillar Global Petroleum to find out more.

Tell us about your company, what your role is and what brings you to OTC.
Mitch is press manager for Caterpillar Global Petroleum, the company responsible for sales and service of Cat petroleum engines and power solution, which are manufactured by Caterpillar Inc.

Caterpillar Global Petroleum’s sales and service network includes more than 2,100 dealer locations supporting customers in the drilling, production, well service and gas compression industry segments.

What products are you featuring at OTC and how are they unique to the offshore oil & gas industry?
Mitch describes two unique engines featured by Caterpillar Global Petroleum at OTC this year. The first is the Cat Tier 4 engine which meets EPA standards that will go into effect January 1, 2011 and the second is the 15 ft. tall MaK engine built in Germany and China. Mitch emphasizes how the expanded power range of the MaK engine meets demanding offshore and deepwater power requirements.

What are your thoughts on the current state of the industry and its future?
Mitch believes 2010 is definitely looking better for the industry than 2009. He sees the industry bouncing back and looking forward to continued growth. He further cites North America, the CIS (Commonwealth of Independent States) and Brazil as key areas of opportunity.


What is currently on your DVR?
Due to his hectic travel schedule, there is quite a bit on Mitch’s DVR, but he is really looking forward to catching up on episodes of ABC’s “Modern Family”.

OTC INTERVIEW – Lincoln Electric

Tuesday, May 4, 2010, 10:15 a.m. CDT


See the video version of this interview at http://www.youtube.com/vollmerpr.

Today at OTC we met with Erin Justice, Product Manager, VRTEX 360 who enlightened us on some amazing technology the company is using to train arc welders in various environments.

Tell us about your company, what your role is and what brings you to OTC.
Lincoln Electric is the world leader in the design, development and manufacture of arc welding products, robotic welding systems, plasma and oxyfuel cutting equipment. Erin Justice is the product manager for the VRTEX 360 Virtual Reality Arc Welding Trainer. Lincoln is showcasing its wide range of welding systems, including live demonstrations of arc welding techniques and the VRTEX 360 Trainer.

What makes the VRTEX 360 product unique to the offshore oil & gas industry?
The VRTEX 360 is a VRAW – Virtual Reality Arc Welding – training solution. It combines realistic puddle simulation and arc welding sound to the welder’s environment for a truly hand-on training experience in a variety of simulated situations.


Who is your favorite historical figure – living or dead?
Erin’s favorite historical figure is James F. Lincoln, the brother of Lincoln Electric’s founder, and a true leader who is responsible for establishing the corporate culture at Lincoln.



Monday, May 3, 2010

GENERAL SESSION OVERVIEW – Jobs and the Economy: How the Oil and Gas Industry is Creating Jobs, Leading the Economy and Impacting Consumers

Monday, May 3, 2010, 4:50 p.m. CDT

By Jay Andrew (@rjandrew)

What an amazing first day it’s been at the 2010 Offshore Technology Conference (OTC) in Houston. So much to see and do. OTC is one of the largest trade shows in the world with over 68,000 attendees and more than 2,400 exhibitors. This year, the exhibits and proceedings are filling two venues – Reliant Center and Reliant Arena.

I just attended a somewhat somber General Session called Jobs and the Economy: How the Oil and Gas Industry is Creating Jobs, Leading the Economy and Impacting Consumers. The panel of experts each expressed their sympathy to the families and individuals affected by the tragic events in the Gulf of Mexico (GOM). Indeed, the events still unfolding offshore have created a sort of pallor over the proceedings, but remember this is the oil and gas industry. These folks work in rough, tough and often hostile environments - from the boardroom to the platform. Panelist and Governor of the Commonwealth of Virginia, Bob McDonnell, said it best: “The resilience and brilliance of the oil and gas industry will be critical in addressing the current situation in the GOM.” 

Governor McDonnell also provided an optimistic, albeit measured, outlook for job creation in the state of Virginia based on the pending lease sale that will open the lucrative Atlantic Outer Continental Shelf (OCS) fields for offshore drilling by 2012. Up until the events of April 20, the state of Virginia was hoping to have a significant economic impact by driving job creation, especially in energy. But McDonnell concedes that the Deepwater Horizon event is clearly a setback. Despite the 77 percent approval rating among Virginians in favor of offshore drilling, this event will likely reflect diminishing popular support for OCS.  

Overall, the panelists agreed that the industry will emerge from this tragedy and will continue to be a vital part of American industry. According to Jack Gerard, president and CEO of the American Petroleum Institute, the energy industry employs 9.2 million Americans, either directly or indirectly, and revenues generated by the industry account for 7.5 percent of the U.S. Gross Domestic Product. The Greater Houston Partnership’s President, Jeff Mosely also pointed out that more than three thousand energy companies call Houston home. At last, some good news. The industry may be down for the moment, but it’s clearly not out.

A RECAP FROM OTC – Energy Myths and Realities

Monday, May 3, 2010, 2:45 p.m. CDT

By Mauren Kunz (@maurenkunz)

This week we’re spending time at the Offshore Technology Conference (OTC) to get a pulse on the industry from those working on the front lines.

Today’s topical luncheon “Energy Myths and Realities” was surely one of the boldest presentations I’ve heard to date on the government’s approach to energy policy. The exciting and data-filled presentation was given by Questar Corporation’s President and CEO, Keith Rattie.

Rattie started by addressing the 1970 media fury that told the world the planet was cooling because of the overuse of fossil fuels (coal, oil, etc.). People demanded that if the government didn’t get involved the world would freeze over creating the next Ice Age – sounds like the storyline of “The Day After Tomorrow,” doesn’t it?

Now we hear the opposite – the planet is burning up because of fossil fuels and if we don’t stop using them the earth is going to burn. But how can that be when energy regulations have become more stringent since 1970, instead of more lax? In fact, according to Rattie, 1934 was the warmest year on record in the last century, which was more than 75 years ago!

Perhaps one of the first terms that comes to mind at the mention of climate change is the Waxman-Markey bill, which Rattie calls one of the most “asinine” pieces of legislation to-date. The 1428-page bill proposes 15 new regulations across 21 government agencies be implemented in order to reduce carbon emissions at least 83 percent by 2050. But with a 27 population increase and a 30 percent boost in energy demand over the next 50 years, the realities of implementing such regulations are near impossible.

Rattie says the trouble is that wind and solar won’t be a viable alternative to fossil fuels by the 2050 deadline. Too many factors, including thermodynamics and physics, play a role in further development of renewable resources that will someday be possible, but are too far in the future to justify an extreme cut in fossil fuel dependency now. In addition, fossil fuels are more productive resources with Questar alone projected to produce 33 percent more energy this year than all U.S. wind farms and solar plants combined!

While the science behind global warming is still debatable, some are proposing the implementation of the bill as a preventative measure, which Rattie compares to asking people to reduce national speed limits to 5 mph in order to prevent the estimated 120 million car accidents expected this century – its not realistic.

In the end, Rattie stressed that its still important for companies to work towards lower emissions but that global warming is a global problem that must be confronted on a global level, but the trade offs between prosperity and a reduced dependence on fossil fuels is one that most countries are unwilling to make. Without a combined effort, true change will never occur.

Additionally, Rattie says that government’s role should be to set reasonable standards and let humanity and private enterprise drive the market.

Overall, a fantastic and impressive presentation by Rattie which I hope someday makes it to the Senate floor, and I’d love to be there when it happens.

OTC INTERVIEW - DNV (Det Norske Veritas)

Monday, May 3, 2010, 10:45 a.m. CDT
See the video version of this interview at http://www.youtube.com/vollmerpr. 

We caught up with Graeme A.E. Pirie, Director of Business Development, DNV Energy North America and Caribbean, to learn a little bit more about DNV and the company's position in the energy industry.

Tell us about your company, what your role is and what brings you to OTC.

DNV is a risk management company established in 1864 in Oslo, Norway, with 300 offices in 100 countries, including one in Houston. DNV’s goal is to safeguard life, property and the environment in offshore projects with the objective of achieving a safe and sustainable future. Graeme is Director of Business Development for the North America and the Caribbean, and says the company finds OTC to be a great venue for meeting its international customers.

What makes your product or service unique to the offshore oil and gas industry?

According to Graeme, it’s the competence of DNV’s people that sets them apart. A people-oriented company, DNV has a workforce comprised of highly experienced individuals, including many with Ph.Ds. DNV’s customers look to the company to help safeguard offshore projects and improve business performance. DNV is also well-known for developing offshore specifications and standards; over 75 percent of offshore pipelines around the world are designed in accordance with DNV’s standards.

What are your thoughts on the current state of the industry and its future?

Graeme acknowledges that the industry is going through some challenges, but despite a tough 2009, there is a new level of energy at OTC 2010 and people are working very hard to find new ways of doing things and improving technology in the industry. He believes the future for the oil and gas industry is very bright.  

Who is your favorite hero of fiction?

Graeme is raising a young daughter so Mickey Mouse is his current hero of choice!

 

Thursday, April 29, 2010

Beginning on Monday, May 3rd, Vollmer Public Relations will be posting updates and information live from OTC in Houston, Texas. Check back here daily for updates from VPR at OTC!