Harris DeVille & Associates

MAKING THE GRADE

To determine, through pilot testing, if the American Petroleum Institute's model community outreach program was workable in the field and to provide important learnings for fine tuning the program structure and supporting materials.

Pilot testing of the program framework and supporting materials was conducted at sites in Wyoming, Texas and Louisiana.

Benchmark opinion surveys were conducted at each location, followed by implementation of various community outreach activities. The surveys measured community attitudes toward the company and its facility, attitudes about other industries and issues in general. Participating sites agreed to undertake various communications and public relations initiatives suggested by HDA and referenced in a tool kit. At the conclusion of the test period, a tracking survey was conducted to determine what impact, if any, community outreach activities had on public opinion.

The pilot test provided valuable information and insights for API's planned distribution of the program to its membership. The test highlighted, for example, the importance of long-term commitment to achieving outreach success and generally validated the program framework and approach. Pilot test sites also received tangible benefits from the actual outreach efforts they conducted. Based on the pilot test experience, API will make the program available to its general membership.

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