The gas industry has not done itself any favors by downplaying the risks associated with fracking, something the industry is apparently just realizing. Labeling affected citizens ‘fracktivists’ or ‘uneducated’ in order to delegitimize their complaints has only emphasized the industry’s callousness and inability to respond to real fears in a meaningful way. People trust the industry less than ever before, and with increased drilling across the globe, discontent is becoming even more widespread.
Now, after more than a decade of reckless drilling mishaps and a strengthening anti-fracking movement, the industry is willing to admit they’ve lost the public perception battle. From the outside this looks like a perfect opportunity for the industry to become more transparent and accountable. Instead this admission has only strengthened the industry’s resolve to up the communications ante.