Chevron Can Make Its Own Local News
One Donald Draper famously quipped, “If you don’t like what’s being said, change the conversation.”
In this week’s case study in heavy-handed message management, Chevron took that one to heart. In fact, it created an entirely new conversation on its own terms.
The company, which has operated a refinery in Richmond, California for over 100 years, created the Richmond Standard site to present its public with under-reported news stories like this video of high schoolers lifting weights and this more popular entry about an effort to prevent prostitutes from walking through a residential neighborhood on the way to work.
The
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in