Program: International Public Relations

Question

Developing a global intercultural public relations campaign for British Petroleum

Tullow Oil company Ltd, one of the worlds leading oil explorers, has exploration, development and production assets across 11 countries in Africa and South America. In Africa, Tullow has offshore production in Ghana, Gabon and Cote dlvoire. It has also made material discoveries in East Africa and has been progressing its project in Northern Kenya towards development. Tullow intends to move to the Niger Delta in Nigeria in the near future. The company intends to rebrand itself across its key operational areas in Africa, and also in Nigeria in anticipation of the move in 8 months Time. However, the relationship between local communities and oil companies is notoriously deplorable in the Niger Delta due to the activities of other oil companies. Communities in its operational areas are also disgruntled with what they say is a lack of development and job prospect for communities. Tullow intends to undertake several activities that will better the lot of the communities. Tullow wants to be seen as a company that transcend the oil sector, deliver topline growth as well as a company that is innovative, progressive, and environmentally responsible. Tullow wants to demonstrate to key opinion leaders, business partners, the communities, and its employees how it intends to go beyond petroleum and be different from other oil organisations. The management of Tullow Oil has hired you to craft a culturally appropriate integrated communication strategy that will address a variety of internal and external audiences. The strategy aims to see Tullow as an company that confronts the difficult issues, such as conflict between energy and environmental needs, and also takes actions beyond what is expected of an oil comapny.

General objectives

• Position Tullow as an agent of change in the oil sector
• Create awareness and generate openness and positive attitude toward Tullow among businesses, the regulators, opinion leaders, and communities.

Your intercultural public relations campaign should demonstrate your understanding and application of the range of international public relations strategies discussed in class. The completed assignment should consist of the following elements:

10. Introduction 100 words