educating about energy

June 1, 2007

API develops new tools to inform consumers about the important benefits of oil and gas.

The American Petroleum Institute (API) has created a number of new educational tools designed to communicate the important role that oil and gas play in consumers' everyday lives.

"What we've found is that there is a real gap in knowledge among the public when it comes to the energy industry and the positive impact that we have on modern life," says Jim Craig, API's vice president of policy and communications. "Even those who say they have an interest in the energy industry often don't understand the scale of our business, the investments that are required, the contributions we make to the economy and the benefits we bring to daily living.

"Our goal with these tools is to be proactive and provide some basic information about what we do and how we do it. It's really about increasing the level of understanding that the public has about energy."

The new communications activities include a Web site, a series of television and print advertisements, and an engaging, colorful "technology tour" — a traveling exhibit that is visiting a number of state capital cities and universities over the next several months.

The new Web site — www.energytomorrow.org — contains facts and figures about the U.S. energy industry and features interactive games that allow visitors to navigate a drillship in deep water or drill directionally for oil under a city.

It also houses a number of easy-to-understand briefings on current issues of interest, such as gasoline prices, alternative fuels and energy independence.

"What we want people to realize is that just about everything that is important to us today is made possible through energy," Craig says.

In addition to the new tools, API is now conducting conference calls with bloggers who cover energy, economics, environmental issues and other related topics as part of its regular outreach efforts.

"These individuals are an important source of information for many people, and we want to be accessible to them," Craig says. "We've gotten high marks so far for being open, available and willing to listen and dialogue."

Craig says these activities are part of a long-term education effort that the industry recognizes is needed.

We can't expect to improve education levels overnight, but these tools will help us start the conversation," he says. "Regardless of the medium, whether it's a commercial, a Web site, a blog or what have you, we have a great story to tell and we need to tell it."