The hiring of former CNN reporter Gene Randall was a stroke of genius by Chevron. As a former international correspondent for CNN, he brings great credibility to whatever he does. What made this effort even more successful is that Amazon Watch took a reactionary posture and embarrassed itself in criticizing Gene Randall and Chevron for using a respected former news reporter to assist Chevron in telling its side of the story to the public.
Last month in The New York Times, Amazon Watch called Chevron's video "'embarrassing public relations tactics' because credible news sources had not sufficiently framed the report the way they would like, namely, 'to place all of the blame for Texaco's environmental disaster in Ecuador on PetroEcuador,' Texaco's former partner."
For more from Singer, stay tuned for video on PRWeek's home page, which will discuss Chevron's overall PR strategy, as well as the complexity of crisis communications during a downturn.