Creating change in industry’s public perception through collective action
By Jason McFarland, IADC President
I’m proud to be part of this industry. When I think about the breadth and depth of what our members collectively accomplish — providing the modern world with the energy it requires — I’m overcome by a sense of pride that IADC gets to be even a small part of it. A lot of meaningful work gets done at this association in many capacities. One current initiative I’d like to spotlight is the industry messaging campaign.
The goal of this reputational campaign is to help others understand the need for the drilling industry. In true fashion of how things are done around here, this campaign was initiated, developed and guided every step of the way by our members, for our members.
We use that phrase — “by our members, for our members” — a lot, and it’s not an empty expression. In this particular example, our members realized the need for our industry to tell its own story and increase positive sentiment among the general public. A workgroup of representatives from IADC member companies have been working side by side with a professional ad agency to develop a messaging strategy and creative assets. They’ve been meeting, brainstorming, refining, sending in video footage, providing feedback… you name it.
Now that the first phase of the creative work has come to a close, the real challenge begins: getting the message out. Although IADC staff will use these materials extensively, they were not created for us. They were created for you — for your companies and for you, as dedicated members of this industry.
I recently saw a quote by Simon Sinek, New York Times bestselling author, that read, “Words may inspire, but only action creates change.” We’ve nailed down the words; now we need the action. Clever and truthful messages have been developed and creative assets honed to portray our industry in a more realistic light. We want to show the world that we’re technologically advanced and efficient, and that we care deeply about the environment and the safety of our people.
We need you to help spread this message. It’s not lost on us that when these assets show up on IADC’s LinkedIn page, on a banner at a conference or an image on our website, we’re mostly reaching people who are already part of this industry. The point of this campaign is to share the realities of drilling far and wide. This effort will require your participation so it can break out of the industry echo chamber.
It’s not a marketing secret that people trust other people more than they trust companies or organizations. That’s why we jump to the reviews section on Amazon or Yelp, deep dive into Reddit for other people’s experiences on a certain topic, or ask our friends for their opinions or referrals when Google isn’t cutting it.
I’m sure at some point in our careers, every single one of us has had to defend our industry to someone. What if, instead of being on the defense, we could show people who we are, what we do and why it’s so important? If we want the perceptions of our industry to change, we’ve got to take action. I encourage you to explore the online portal, download the assets, and use them in ways that resonate with you. Yes, I really mean YOU. This is an ongoing campaign, and more assets will be developed; we welcome your feedback on the materials that strike a chord with you and what you’d like to see more of in the future.
Personally, I’m proud of this campaign and the investment we’re making in the future of our industry. I think it’s outstanding that we’re finally taking a chance, putting ourselves out there and telling our own stories. Gone are the days of passiveness and reactivity. It’s time to step up, take action and advocate on behalf of the industry we love and the industry on which the world relies.
