Communications Task Force meeting

10-11 July 2013

London, UK Attendees

Susanne Huefner (ExxonMobil, CTF Chair), Omayma Khan (BP), Francesca Magliulo (Eni), Alessandra

Nigro (Eni), Diane Kossman (Nexen Energy), Kristian Rix (Repsol), Ingrid Meier (Shell), Margaret

Mistry (Statoil), Sandra Dante (Total), Sophie Depraz, Helen Murphy, Bart Ziemkiewicz (IPIECA).

Part: Brian Sullivan, Rob Siveter, Roper Cleland (IPIECA)

Patricia Hamzahe , Sarah Jenkins, Rajmeena Ajulia, Anshul Bakhda, (FleishmanHillard).

NB: All presentation slides from the meeting are available on the event webpage (you will need to login

to access this page).

1. Welcome and introduction

Susanne Huefner (ExxonMobil, CTF Chair) and Sophie Depraz (IPIECA) welcomed attendees and

introduced the objectives and agenda for the meeting.

2. Refresh on IPIECA Comms Plan

Sophie presented a brief overview of the 2013–2016 IPIECA strategy, while Susanne presented the

accompanying Communications Plan, focusing on the overall goals of improving outreach and

reputation. Susanne outlined the key elements of the plan:

1. Stakeholder engagement

2. Develop clear and simple messages for consistent application

3. Use communication channels in a pro-active and targeted way

4. Measurement

Helen Murphy (IPIECA) presented on 2013 communications to date outlining the main activities

which include the e-news, the 2012 Annual Review and the selection of both an editor and an

agency to support plans for the 40th anniversary celebration in 2014.

Bart Ziemkiewicz (IPIECA) presented on the plans for the website upgrade, outlining the proposals

received and the priority items. A brief discussion was held during which attendees noted that

thinking about brand image is critical to any website update. There needs to be an assessment of

what IPIECA want people to think about and feel when they visit the website .

Sophie further outlined the key tasks for the CTF in 2013 which include:

Stakeholder mapping and engagement - Identify best practice and develop simple toolkits

for internal and external stakeholders

Messaging - Develop corporate messages as well guidance tool for working groups

40th anniversary (with PR agency) - Conference, report, media engagement and follow up

Website upgrade - Provide advice and guidance to secretariat

Media strategy implementation - Provide advice and guidance, internal media contacts

Working Group communications support - Provide advice on specific WG request (ad hoc)

Corporate materials - Review and comment

3. Stakeholder engagement

Internal – current status

The purpose of this session was to assess ways to increase IPIECA’s visibility in member companies

and develop toolkit/guidance on greater dissemination of IPIECA knowledge and products internally.

IPIECA currently has 550 active member employees who lead and contribute to work programmes.

However there is significant variation in member awareness both between and within companies as

well as issue areas. IPIECA’s leaders and member representatives are not currently communicating

systematically on behalf of the association within their companies. They need to be provided with a

toolkit to facilitate internal dissemination of IPIECA materials, knowledge and messages. Raising

awareness of IPIECA will mean that companies increasingly use IPIECA as a resource and utilise

shared IPIECA descriptions.

REPSOL pilot – a practical example

Kristian Rix (Repsol) provided feedback on an internal information session that was organised at the

Repsol headquarters in Madrid alongside the 2013 IPIECA AGM.

Driver: ensure maximum number of Repsol employees are aware of IPIECA, can benefit from

the company’s membership and understand the opportunities for peer interaction through

IPIECA.

Session format:

- one hour with 3 presentations and Q&A. Speakers were IPIECA Executive Director,

Repsol Executive Committee representative and Chair of Climate Change WG.

- Event preceded by an awareness campaign:

hard to miss IPIECA branding even for those not attending the session (e.g.

session advertised on TV screens around the building)

Attendance: over 100 people from relevant business groups including:

- safety and environment

- contingencies, oil spills, emergency response

- communications team (useful spokespeople)

- upper levels of management from various areas

Follow up: USBs with presentations were provided, an internal email address was set up for

information requests and intranet articles were published.

Outcome: Repsol working groups representatives met in advance of the session and have

now agreed to meet every 6 months to discuss what each group is doing and share

information. Repsol Management has recognised that it is good to acknowledge and show

appreciation to employees for the effort they put into IPIECA.

Follow up: provide suggested format to members for easy deployment. Focus should be on

letting employees know what IPIECA can do for them in their daily work schedule.

Discussion: This format works very well and can be used as base case for companies where most

relevant business groups are located in one location. Different formats need to be developed for

companies spread across many business lines and locations globally.

Participants then split into 2 groups to brainstorm ways to increase penetration within IPIECA

membership and with the wider oil and gas industry.

Break out discussion 1: Member companies How to utilise member company internal communications networks

Distribution: Currently the majority of IPIECA communications are being sent to the complete

contact list of 1500 member company representative.

o More focused distribution is required, with more thought on how / to whom each

message is spread.

o Assess feasibility to customise communications by stakeholder groups and have a

systematic approach to engagement.

Identification of relevant stakeholders by CTF members within their own companies to receive

IPIECA information.

o By discipline / business

o Leverage and align with WG members of own organisation.

o Categorization of internal company stakeholders as low / medium / high influencers, for

example, WG members would be medium influence, while CEOs are high influencers.

Needs assessment: IPIECA could ask internal stakeholders to find out their specific needs.

Members should not have to Google IPIECA – key information should be readily available on

internal company intranets.

Working Groups to think more about who they are developing tools and good practice for – be

more specific about audiences within companies.

Articles/information could be published about a specific IPIECA tool/publication in their internal

newsletters/intranets but it would need to be clear how the tool/publication was useful for

specifically their company and to whom.

IPIECA should look into greater use of social media, particularly LinkedIn and Yammer.

A toolkit should be developed for members to use to promote IPIECA, its work and its messages:

introductory PowerPoint presentation

slides presenting each best practice as they are published

FAQs

Further ideas:

Promote use of internal company webinars

more use of internal company magazines

elevator speech / key messages

Use Executive Director as a roving ambassador while he is on overseas trips?

Actions

IPIECA to provide CTF members with distribution lists and WG members for their company

- CTF with WG members as appropriate to review lists and assess whether there are

any gaps /send internal invitations to others to join mailing list

IPIECA to develop toolkit/guidance on greater dissemination of IPIECA knowledge and

products internally and CTF to review and provide feedback

Breakout discussion 2: wider oil and gas industry Increase non-member awareness of IPIECA

Make better use of existing association member networks

- Use national associations to access non-members

Assess ways members use their relationships with JV companies to introduce IPIECA tools

and good practice

Profile of existing member groups is mostly large companies; IPIECA also needs to target

smaller and medium sized organisations. Assess why these organisations don’t want to

engage with IPIECA at the moment

Is there value in creating networks with academic institutions?

Have a larger presence at regional events to engage with SMEs

Better use of media to showcase IPIECA benefits

- first step will be getting media to understand what IPIECA does

Would need media FAQs

- Can IPIECA tap into members press offices?

Making IPIECA the brand for standards. ISO = excellence

The following sessions of the meeting have been recorded by FleishmanHillard, please refer to

appendix for the report

4. 40th Anniversary event 5. Media strategy 6. Messaging

7. Summary and next steps

The following actions and responsibilities were reviewed, building on the outcome of the

meeting. It was also agreed that the Task Force would resume with its monthly calls to

ensure continuous progress in the implementation of our communication plan.

Item Activities Responsibility Timing STAKEHOLDER MAPPING AND ENGAGEMENT

Internal stakeholders Review lists of internal IPIECA contacts and assess whether there are any gaps/send internal invitations to others to join mailing list Building on discussion and input from the meeting, develop toolkit/guidance on greater dissemination of IPIECA knowledge and products internally External stakeholders Revise guidance in comms planning tool to enable pro-active and targeted stakeholder engagement strategy Map external Stakeholders

All to review their individual company listing Alessandra Nigro Sandra Dante IPIECA Secretariat CTF review of outcome IPIECA secretariat CTF review of outcome

By end August 2013 By end October 2013 By end August 2013 By end July 2013

MESSAGING IPIECA and industry messages FH to build outcome of brainstorming session into fuller messaging. CTF to comment on expanded messaging. Thematic and issues messages Small CTF sub-group to work with WG content representative to develop thematic and issues messages

FleishmanHillard to build meeting outcome into messages All CTF members to review Ingrid Meier Omayma Khan

By mid-August 2013 Set up face to face meeting to progress messaging late August/early Sept

Messaging development tool Update the comms planning tool

IPIECA Secretariat CTF review of outcome

WEBSITE Website upgrade Provide advice and guidance to secretariat

IPIECA Secretariat with input from Alessandra Nigro Margaret Mistry

Initial call late August / early September

MEDIA STRATEGY Provide advice on potential media activities in support of 40th anniversary Check internally for influential bloggers or journalists in sustainability area

FleishmanHillard will develop a list of key journalist all to review and provide comments

By end August 2013

40th ANNIVERSARY Work with FH to progress 40th anniversary plans - Logistics – IPIECA

Secretariat (Anna Taylor)

- Technical content (themes / messages)

- Speakers - Media strategy

Dedicated sub-committee to be established All CTF members will be regularly appraised and consulted during monthly calls

On-going

WORKING GROUP COMMUNICATIONS SUPPORT

Provide advice on specific WG request (ad hoc)

All to advise IPIECA on personal areas of knowledge/interest

By end July 2013

Annex

40th Anniversary Programme, Media Strategy and

Messaging Feedback Report from FleishmanHillard

10th

- 11th

July 2013

CONTENTS

Report Summary......................................................................................

Wednesday 10TH July 2013………………………………………….……..

- 40th Anniversary Event………………………………………………

- IPIECA’s current message…………………………………………………

- Summary Feedback on the FleishmanHillard presentation……………..

- Key Discussion Points………………………………………………………

- IPIECA stakeholders………………………………………………………..

- Objective of IPIECA 40th Anniversary……………………………….…….

- Identifying Priority Stakeholders……………..……………..…….………..

Thursday 11th July 2013……………..………………………..……………..

- Media strategy…………………………………………………………..…

- Messaging …….……………..……………..……………..………..…

- Developing IPIECA’s key messages……………………………….

Key conclusions…………………………………………………………….

Next steps…………………………………………………………………….

Report Summary

This report is to capture the feedback and action points following the discussions

held at IPIECA’s offices over a two day session with the Communication Task Force

(CTF) on Wednesday 10th –Thursday 11th July 2013 led by FleishmanHillard, Sophie

Depraz from IPIECA and Susanne Huefner from Exxon Mobil.

The report captures key discussion points raised by IPIECA CTF members on the

FleishmanHillard strategy for IPIECA’s 40th anniversary and IPIECA’s messaging

and profile-raising activities leading up to the 40th anniversary event and beyond. In

addition, the session covered some additional evaluation of IPIECA’s external

stakeholders.

FleishmanHillard attendees: Patricia Hamzahee, Partner; Sarah Jenkins, Account

Director; Rajmeena Aujla, Senior Account Executive; and Anshul Bakhda, Account

Executive.

Wednesday 10 July 2013: 40th anniversary event

IPIECA’S CURRENT MESSAGE

Below is a visual representation compiled by FleishmanHillard of the current content

obtainable on the IPIECA website:

Following the messaging day, the build-up to the 40th Anniversary and beyond

IPIECA’s long-term vision, FleishmanHillard will monitor how this visual

representation of IPIECA’s online messaging varies.

Summary Feedback on the FleishmanHillard presentation

There was a general consensus of support on the agreed theme of “The Power of

Partnership”. Keys points highlighted by CTF Members:

Progress Report: The Report should be available in digital format to

maximise its exposure and creative use of content. It should only be available

in hard copy format if needed, ie to distribute at the event itself.

Event Agenda: The agenda needs to be agreed in advance by CTF

Members and should be reflective of the different audiences that will attend

the event. The various sessions should be facilitated, with clear ground rules

and a mixed group of participants to stimulate debate.

NGOs: There was a desire from some CTF members to identify NGOs who

were not advocates of IPIECA, or its members, to invite to the event and

could be educated on the progress made by the industry. There was a lot of

discussion about whether to engage with Greenpeace, for example.

Possible speakers for the event: FleishmanHillard asked for ideas on

keynote speakers (internationally recognised individuals would act as a draw

for people attending). There was recognition that speakers would need to be

vetted by members to ensure that they did not have strong views against

existing members or the industry and that the keynote speaker should not be

a representative of IPIECA.

For the panel discussion (3-4 participants), there could be a mixture of

academics, journalists, former CEOs of major corporates or NGOs and a

representative from an existing member company. Again emphasis should be

placed on making the panellists attractive to an international audience and

translation facilities could be made available (this needs to be investigated

further).

CTF members were keen on video clips being shown throughout the day with

for example member company CEOs outlining their forward vision for the

industry and how IPIECA can support this vision, including examples of

achievements to date. FleishmanHillard could facilitate this.

Conference moderator: In addition to FH proposed moderators, an

additional name put forward as a suitable moderator was BBC News

presenter, Nisha Pillai. CTF Members stressed that this moderator must be

dynamic and engaging and also have international appeal. CTF members

were invited to submit additional ideas.

Closing Dinner

- Seating arrangements: CTF members were content for attendees to be

arranged on small tables to create a more informal and social setting.

- There was agreement that there should be a VIP speaker at the closing

dinner and this speaker could be a representative from outside the oil

and gas industry to stimulate the audience. Examples include the

original owners of American ice-cream brand Ben & Jerry’s, Ben

Cohen and Jerry Greenfield.

CTF members were invited to submit additional ideas.

IPIECA STAKEHOLDERS

Objectives of IPIECA

It was agreed that the objectives for IPIECA are for the organisation to be seen as:

The leading Global Oil & Gas industry association for environmental and

social issues

The go-to organisation to forge effective partnership within the Oil & Gas

industry

An organisation that represents the diversity of the Oil & Gas industry

A place where the Oil & Gas industry are united and willing to work together

for a common cause

An organisation which is responsible and a trusted source of industry best

practice

The power of IPIECA is that it is not politically affiliated and is non-lobbying

therefore its efforts are driven through consensus.

The CTF agreed that the IPIECA objective should be:

To position IPIECA as the forum for forging partnerships with and within the

Oil & Gas industry to enable sustainable energy practices and continuous

improvement in environmental and social performance.

Identifying Priority Stakeholders

In addition to IPIECA’s 20 corporate stakeholders that had been identified, the CTF

discussion identified the following organisations as key stakeholders:

Greenpeace, Friends of the Earth, EU policy makers, IUCN, WWF, Amnesty

International, UNEP - WCMC, Academic Institutions i.e. Oxford, LSE, and

Imperial Colleage, Professor of Sustainable Development at Colombia

University - Jeffery Sachs, Biologists, Sector Academics, Red Cross, Oxfam,

ADB, EBRD, ILO, CCAC, World Oceans Council, Indigenous People’s

Association, World Heritage, WHO and CERN, AMEC, ERM, supply chain

service companies such as Halliburton and Baker Hughes.

In addition, there are associated industries who IPIECA should consider in any future

engagement strategy, including aerospace, the navy, shipping, renewables, brewers,

the chemicals industry, water and other extractive industries such as mining and

coal.

Using the FleishmanHillard stakeholder mapping tool, the CTF were asked to identify

the relative influence versus the level of support for IPIECA key stakeholders based

on the key quadrants below. The diagram below maps out the recognised

stakeholders.

It was apparent that IPIECA needs more time to fully identify priority stakeholders

and assess their relative importance for the organisation moving forward.

FleishmanHillard will support this work separately as a priority.

Key Discussion points:

The most important stakeholders for IPIECA are UNEP and IMO

There needs to be further discussion about the strategy for engaging or not

more high risk organisations such as Greenpeace

Next steps:

IPIECA members will review the stakeholder lists and identify who they

believe are the most important stakeholders so that they can be included in

the invitation list for the 40th anniversary event

CTF members will then be invited to review the list of proposed invitees

FleishmanHillard will work with IPIECA to finalise an invitation list of c.600

target stakeholders to invite to the 40th anniversary event to gain 200

attendees

FleishmanHillard will draft a “save the date” invitation to be sent out in the

next fortnight by IPIECA

MEDIA STRATEGY

CTF Members felt that the FleishmanHillard media proposal was comprehensive.

On social media, CTF members offered to work with IPIECA and FleishmanHillard to

identify influential bloggers. Those identified at the session included:

Nick Butler, Energy Blogger,The Financial Times

Vincent Boland, Lex Writer,The Financial Times

Jo Confino, The Guardian, Executive Editor of the Guardian and Chairman

and Editorial Director of Guardian Sustainable Business.

N.B.The Guardian is not particularly friendly to the Oil & Gas industry.

However, they are pushing forward a strong “sustainability agenda” this year

and approaching their editorial team has its risks but there was a desire to

engage by CTF Members.

Guy Chazan, Energy Editor, The Financial Times

International Media: The international media should be a high priority for

engagement leading up to the 40th Anniversary. However, CTF Members were also

realistic and see trade media as the priority target in order to garner industry support.

CTF Members encouraged engagement with international media such as The New

York Times, Wall Street Journal, The International Herald Tribune (IHT) and the

Financial Times.

Trade Media: Key media targets identified by CTF Members included trade

publications: The Upstream and The Petroleum Economist. Currently, CTF Members

acknowledged that the Oil & Gas correspondents may not perceive IPIECA as main

priority media targets and suggested alternative sectors beyond traditional Oil & Gas

trades such as national environmental editors.

Science, Corporate Sustainability, Business and Environment Media: CTF

Members were in agreement with FleishmanHillard that outreach should extend to

national media beyond the traditional energy editors and sector trade titles. Members

agreed that following the messaging session and FH’s draft media list, CTF

members would suggest additional priority media correspondents.

Reactive response: IPIECA’s current approach in relation to media enquiries is

reactive, media engagement is not proactively sought. N.B. IPIECA does not speak

for individual members or react to events in the media such as oil spills. This should

be re-assesed in the longer term.

NGOs are also very adept at navigating the social media space. IPIECA should not

ignore their presence in this digital arena; it would be up to both CTF members and

FleishmanHillard to encourage engagement in these conversations.

Thursday 11 July 2013: MESSAGING

Before developing IPIECA’s key messages, CTF Members were asked to consider

what words they most associated with IPIECA and how external stakeholders might

view the organisation.

The results are set out beneath:

Key words associated with IPIECA by CTF Members - US

Key words associated with IPIECA by stakeholders outside of IPIECA – THEM

Consensus Weak

Forum Closed

Global Passive

Collaborative Network Science

Socially aware Low profile

Responsible Expertise

Connector Repository

Collaborative Reference

Evolving Green washing

FleishmanHillard asked CTF Members for their views on IPIECA messaging for the

40th Anniversary using the 3x3 messaging matrix tool below.

In developing the messaging, CTF members were keen to express that IPIECA’s

roots i.e. the interface with the United Nations and therefore its privileged

consultative status should be emphasised in any future communications. Thus

giving IPIECA credibility and global status.

It was suggested that IPIECA should look back on the objectives given to IPIECA 40

years ago in order to measure progress and demonstrate success.

Results of brainstorming session:

IPIECA harnesses the global industry’s expertise to improve social and

environmental performance

A: Proof Points

1. IPIECA has 550 industry experts inputting into its work programme

2. IPIECA membership equates to 60% of the world’s Oil & Gas production

3. IPIECA provides strategic and concrete solutions to issues faced by the global

Oil & Gas industry

B: Difficult Questions

1. Uptake – Effectiveness of implementation

2. Missing industry members?

3. Evidence base?

Addional questions:

- Non-lobbying

- No membership requirements: lacks teeth?

Key IPIECA Message

Proof points

x3

Difficult questions

x3

Supporting imagery

x3

C: Supporting Imagery

1. Statistics on the contribution of the oil and gas industry to economic

development, for example number of jobs created

2. Crisis management – knowledge sharing

3. Health education

Results of brainstorming session:

IPIECA has championed environmental and social best practice in the industry

for over 40 years

Proof Points:

1. 60% of the world’s Oil & Gas production

- All six super majors

- National oil companies

- Upstream and downstream

2. Company representatives embed best practice

3. Driving consistency for over 40 years, pooling efforts/resources for the

benefit of all

B: Difficult Questions

1. Who’s missing from the current membership?

2. Voluntary vs mandatory

3. Evidence of impact on driving up performance

C: Supporting Imagery

1. Reporting guidelines

2. Less leakage

3. Quotes of endorsement

N.B. Statements from CEOs, the UN and member companies about IPIECA would

act as valuable proof points.

CTF members continued to discuss stakeholder opinions of the Oil & Gas industry

by noting language associated with the two following questions:

What is the role of the Oil & Gas industry in meeting the world’s growing

energy needs?

Dirty

No role

R & D

Bridge to future

Power abuse

Energy Security

What do external stakeholders think of the economic and social benefits of the

oil and gas industry to society?

Community impact

Government revenues (taxes)

Innovation, R&D, and solutions

Jobs & Skills

Power & Money

Following this discussion, it was agreed that any key mesasages regarding

economic and social benefits and energy needs should consist of a case for change.

Results of brainstorming session for “energy needs”

Oil & Gas will remain an important part of the global energy mix

A: Proof Points:

1. c.60% of energy in 2030

2. £x billion investment by industry

3. Demand by transport industry is growing

B: Difficult Questions

1. Is it worth the cost (social and environmental)?

2. Why not invest more in renewables?

3. Subsidies to the industry

C: Supporting Imagery

1. Clean energy products

2. Invest for long-term energy security

3. CCS

Results of brainstorming session for “Economic & Social” Impact

Oil & Gas makes a positive contribution to economic and social development

A: Proof Points:

1. Jobs, Skills and capacity building

2. Infrastructure

3. R&D, innovation

4. Direct community investment

5. Faciliting taking people out of poverty

B: Difficult Questions

1. Transparency

2. Where is the impact given your profits?

3. Cover for exploitation

C: Supporting Imagery

1. Job Statistics

2. Knowledge sharing

3. Health education

Concluding Comments

CTF Members agreed that building a strong and visionary narrative is more

important for the 40th Anniversary at this stage and CTF Members would provide

continued support in the framing of this narrative. CTF members would like some

time to reflect on what the key messages should be.

Next Steps

1. FleishmanHillard to develop media and speaker lists for IPIECA and CTF

members to review, contribute, update, finalise and approve.

2. FleishmanHillard to give further consideration to crisis and security issues

surrounding the 40th Anniversary event for IPIECA to review, contribute,

update, finalise and approve.

3. FleishmanHillard to suggest venues for the 40th Anniversary dinner

4. FleishmanHillard to draft “Save the Date” content before the end of July 2013

for IPIECA to review, contribute, update, finalise and approve.

5. Agreeing messaging and key content: IPIECA will establish a small group to

consist of a few members of the CTF, and members of IPIECA working

groups (for content). Ingrid Meier, Shell and Omayma Khan, BP volunteered

to contribute.

6. Media plans: Sandra Dante, Total and Margaret Mistry, Statoil offered to

support FH in developing the plans.