The Program Big Oil's PR Firm Uses to 'Convert Average Citizens'

[Scuba]

http://motherboard.vice.com/en_ca/read/a-top-pr-firm-promised-big-oil-software-that-can-convert-average-citizens

Astroturfing is the increasingly popular tactic wherein corporations sponsor front groups or manufacture the appearance of grassroots support to simulate a genuine social movement that is rallying for goals in line with their profit motive. In the past, astroturf efforts have used paid actors, company employees, and media-heavy websites. But the program Edelman pitches in its own reports goes even deeper.

The new papers detail an in-depth proposal—part sales pitch, part action plan—put together by Edelman's Calgary office, suggesting that TransCanada combat environmental groups by mounting one such manufactured “grassroots advocacy” campaign. Those environmentalists are ​currently organizing to oppose the Energy East pipeline, which TransCanada hopes will be an alternative to the long-delayed Keystone XL, on the grounds that it will disastrously boost carbon emissions and increase the likelihood of a major oil spill.

Edelman's plan is specifically designed to “[a]dd layers of difficulty for our opponents, distracting them from their mission and causing them to redirect their resources," according to the documents. It stresses developing “supportive third parties, who can in turn put the pressure on, especially when TransCanada can't.” In other words, the goal would be to attack environmentalists head on with supporters recruited by, but not necessarily directly affiliated with, Edelman and TransCanada.

In one document titled "Digital Grassroots Advocacy Implementation Plan" and dated May 20th, 2014, Edelman explain that its "Grassroots Mobilization Program”—an astroturfing campaign by any other name—should begin with an “action center website." The document also suggests using a “technologically distinct subdomain” like action.energyeastpipeline.com. Come November, that very site is live, and it is run by TransCanada.