In the past, many of our energy clients settled for "credible transparency," the holy grail of most PR outreach. They paid us to pay lip service to the environment and stakeholders, but seldom backed up their corporate citizenship efforts with meaningful outreach.
As we preach in our pitches to new and potential clients, social media and millennial expectations aren't just chiseling away at this approach to reputation management, they've blasted it apart.
Therefore, it is with the greatest admiration that we salute Chevron's approach to the new game in media: "Controlled honesty."
Owning what you do in a difficult operating environment like the entire State of California is a good business practice. It's also incredibly gutsy PR.