As yesterday’s New York Times reported, Chevron hired former CNN reporter Gene Randall to create an Internet video in response to a “60 Minutes” investigation about the company’s oil pollution in the Amazon region of Ecuador and the resulting $27 billion lawsuit.

Chevron’s video lays out the oil company’s side of the debate, downplaying its responsibility for the oil waste in Ecuador’s waterways. The segment signs off with, “This is Gene Randall reporting.”

While this type of advocacy isn’t new to the arsenal of PR professionals, the reach and level of engagement is greater today with the democratization of mass communication and the proliferation of social media tools.

With corporate reputation crucial in a struggling economy, Chevron’s approach underscores the importance of transparency and maintaining stakeholder trust when developing counter-crisis strategies.

-- Jennifer George, Account Supervisor

Cone's Chief Reputation Officer Mike Lawrence also commented on Chevron's crisis response in a recent Ad Age article.