Kurt Cobb: Peak oil and mass communication

…There are many successful approaches for addressing people one-on-one or in small groups. These are outlined extensively on several peak oil sites, so I won’t detail them here. When it comes to mass communication, however, the single most important factor will be a unified message.

One possible solution to creating a unified message might be to bring together many of the prominent voices in the peak oil movement, taking care to create a group with a wide range of views. The group, with the help of some facilitators, would work to find a set of principles, statements of fact and suggested responses that all can agree on. Do they agree, for example, that increasing local food production is an important response? Do they agree that alternative energy sources should neither exacerbate global warming nor endanger food supplies? Do they agree that the expansion of passenger rail ought to be a priority? Once a consensus is reached, the group would issue a joint declaration that would serve as a messaging blueprint for the peak oil community.

Some will argue that such a document would be watered down to the point that it would evoke little response from the public. That is why it would be important for the organizers of such a meeting to set some minimum guidelines for participation. One guideline might be that only those who have publicly stated that peak oil is an urgent problem would be invited. Another might be that they agree that no single approach can solve the problem. This second criterion would weed out most of the hired lobbyists and think tank pundits who toil on behalf of narrow interest groups such as the coal and nuclear industries. The event could also be by invitation only to provide some assurance that participants meet the minimum criteria.

The joint declaration itself would probably generate little media coverage. But with such a consensus in hand, it might be possible to coordinate a common message strategy which the entire peak oil community could get behind. It might also be possible to raise funds specifically for mass media efforts which would most likely emphasize public relations–that is, placement of peak oil related stories in major media outlets–and perhaps some paid advertising in carefully targeted venues. A consortium of organizations might be assigned the task of implementing such a media strategy, or a separate entity funded by the consortium and/or wealthy donors might be created to carry out the plan.

Energy Bulletin