Exxon’s Communications Bridge

Predictably, Exxon’s pledge Monday to reduce its greenhouse gas emissions was panned as underwhelming and meaningless. By unveiling comparatively feeble targets, the big oil giant looked a day late and a dollar short. So, why bother with all the fancy graphics and hopeful language?

Simple: Exxon has run out of time. It must radically reset expectations and convince us that it can prosper in an entirely different marketplace, one that doesn’t even exist yet. That’s not in the DNA of any conservative old-school business culture. And given Exxon’s reputation for denying climate change science as well as allegedly covering up its own research, gaining a measure of audience trust and confidence will remain its greatest challenge.

This week’s announcement may have reached too far, implying greater certainty and confidence than the behemoth could lay legitimate claim to now. Maybe it was too grand, too strategic. Maybe Exxon should express its vision more tactically and aim for incremental goals while keeping us focused on its superior operational scale, technical know-how, and financial resources.

Sometimes, the best course of action is to follow that familiar motto of the modern workplace: when setting goals, always under promise and over deliver.

--

--

--

PR Consultant

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Unity by Unity: Creating New Community by Doing Independent Movement and D.I.Y Ethos

My Top Five Places to Put Vending Machines

Vending Machine Model

What we can learn from Estonian e-Residency

Getting Legal Protection with ESS Legal Assurance!

Smart-Watch Manufacturers are Dominating the Market in 20–21

A Moonshot for Influencers, Coming Soon

How Your City Can Transform Its Permitting with American Rescue Plan Funds

In Conversation with RealPort’s General Counsel: Conqueror of the FinTech Scene

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Pen Pendleton

Pen Pendleton

PR Consultant

More from Medium

Utah Odyssey in 5 Parts, park 2

Tender.fi has successfully passed the Metis CEG!

[Review] Bootstrapping A Decentralised Autonomous Organization by Vitalik Buterin

CS371p Spring 2022: Manasi Ramadurgum —  Final Entry