Fishburn Hedges reviews Shell’s communications

Oil and gas giant Shell International has appointed Fishburn Hedges as the lead agency to carry out a review of its global communications strategy as part of a PR-led pounds 18 million project.

Oil and gas giant Shell International has appointed Fishburn Hedges

as the lead agency to carry out a review of its global communications

strategy as part of a PR-led pounds 18 million project.



The move is part of a programme to repair the damage caused by high

profile cases such as Shell’s disposal of Brent Spa and its record in

Nigeria.



The company has also brought in advertising agency J Walter Thompson

(JWT) to assess the potential role of advertising in the communications

mix.



Fishburn Hedges and JWT are expected to develop PR and advertising

programmes to improve Shell’s communication with stakeholders.



Shell International is the corporate operation of the Royal Dutch/Shell

Group, which owns more than 1,700 operating and service companies in

over 100 countries.



Fishburn Hedges will work with Shell’s external relations team, led by

vice-president of external affairs Karen de Segundo. ’Shell is a global

company and the brief is to look at closing the perception gap around

the world,’ said Fishburn Hedges managing director, John Williams.



Shell established its external affairs department three years ago and

has initiated research into a wide range of stakeholder opinion, from

its own employees, to non-governmental organisations, academics and the

media, partly in response to criticism from environmental and human

rights groups.



In April Shell published its first social responsibility report, which

stated its duty towards human rights, social and environmental issues.



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