Xenophon Strategies

Two Years Later-Success!

Katie Lane

In June 2008, as oil prices hit record highs, so did my blood pressure as I started my first day at Xenophon. After a brief orientation, I learned that  I’d been assigned to the Air Transport Association account team to work on “Stop Oil Speculation Now,” a multi-industry campaign to help lower inflated fuel prices. 
 
Oil speculation, derivatives, commodities, it was all Greek to me, but soon they turned into words that became commonplace. Throughout the next two years, the campaign used media relations, grassroots advocacy, digital engagement, advertising and coalition building to generate widespread public outrage towards Wall Street speculators. Our efforts pushed Congress to include anti-speculation rules in the financial reform bill that was yesterday signed by President Obama.  We could not have hoped to achieve more.
 
During the campaign I worked on what seemed like everything – placing online advertisements, drafting grassroots alerts, working with reporters, setting up press conferences, creating Website content and everything in between. One of the more innovative things I worked on though was managing the campaign’s presence on Facebook.
 
Before working at Xenophon, I primarily had used Facebook to update pictures from the weekend, see what old friends were up to and continue my quest for the perfect profile picture. But the campaign allowed me to use Facebook in completely new and different ways. The Coalition used its Facebook fan page to interact and spread information to more than 26,000 fans.  Most messages posted by the Coalition averaged approximately 200 comments or “likes” per post – making it an effective way to communicate with those most passionate about the issue.
 
We also integrated our Facebook page into Capwiz, which allowed people to send messages through a “Take Action” tab to their government officials without leaving Facebook. This strategy helped build and maintain a grassroots advocacy network of over 300,000 subscribers that sent 1.8 million e-mails to Congress and regulatory agencies.
 
Last year I was proud when the Public Relations Society of America awarded the Stop Oil Speculation Now team with the 2009 Silver Anvil award for the Best Public Affairs Campaign of the Year – the PR industry’s “Oscar,” for exemplary work. I was even more proud yesterday as President Obama signed sweeping financial reform legislation into law. This bill will help coalition members save billions of dollars in fuel and reduce pump prices nationwide – everything we hoped to accomplish.
 
Working on this campaign has been a great experience, and taught me a lot, especially the ins and outs of what makes a successful public affairs campaign. Now when I enter the office every day, my blood pressure is at a more reasonable level because I know I have the skills to make a difference.
 

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