Shaping public opinion
The public opinion about Exxon may be altered drastically by utilizing various types of communication processes and information content. A general audience may perceive the well-established oil company as one of the few companies that seek to find a new, more sustainable guideline for its functioning. Attention, visual perception, memory, and imaginative play are the major cognitive processes that should be targeted while creating the right vision. Therefore, bright information campaigns that enhance brand image are instrumental in achieving this goal.
Crisis management communication
Exxon Mobile should follow the steps of some of the leaders in renewable energy, which in many cases used concentrated fossil fuels several decades ago. Thus, the company should create special commercials that underline the environmental contribution that a company currently makes. Emphasizing a few grand flagship plants (or any other projects) is more beneficial in this case, as it is easy to fascinate a general audience with a single enormous project that looks great and boasts multiple innovations.
Internal communication strategy
Employee relations should be enhanced if the company’s management is desperate to create a new brand image. Employees should always be rewarded and promoted when performing great. Moreover, it should be emphasized in the advertisements meant to attract future employees. Promoting diversity relations is a crucial tool to appeal to the youth nowadays, especially due to the current demographic changes.
Corporate communication strategy
The corporate communication strategy that seeks to enhance the implementation of Exxon’s corporate social responsibility should center around the diversification of the communication channels and audiences. Nevertheless, a special committee should be created that will oversee all the changes that are a part of the significant transformation process and coordinate the efforts of various departments to alter the functioning and the perception of the entire enterprise.
IMC strategy
The integrated marketing communications strategy should include all the major components, such as social media promotions and public relations. The message that integrates various aspects of the strategy should put special emphasis on the tremendous success history of the oil and gas company. The main idea behind all the slogans, taglines, and campaigns should be focused on the expertise the company’s employees have. It will ensure its successful transition to sustainable activities that are associated with the 21st century.