Positioning a Small Oil & Natural Gas Operator
Bayswater Exploration & Production (Bayswater) is a Colorado-based oil and natural gas development company operating primarily in Colorado and Texas. Over the years, Pac/West Strategies’ role and work with the Bayswater team has grown to encompass strategic communications including public relations, media relations, website management crisis communications, and, most recently, managing the composition and launch of their inaugural Sustainability Report. Beyond strategic communications, our team also provides Bayswater with government affairs and stakeholder relations services, including policy analysis, elected official outreach, and community relations strategy.
Bayswater is an industry leader in their commitment to sustainable energy production. Since 2016, our team has worked closely with Bayswater leadership to address their government affairs, strategic communications, and community outreach needs, ensuring their external communications and outreach activities effectively represent the exemplary work Bayswater does sustainably producing a domestic energy product.
Pac/West Strategies’ work with Bayswater initially began by providing government affairs expertise to assess and help Bayswater navigate the tumultuous political landscape. As our business relationship progressed, our team’s role with Bayswater has evolved to encompass their government affairs, strategic communications, and community outreach needs.
The first major external communications service provided by the Pac/West Strategies team was the development and management of a new company website. Since then, and working closely with Bayswater leadership, our team has designed and produced a suite of company collateral, assisted with press releases and placement of positive stories in local newspapers, crisis communications as needed, and, in 2021, managed the drafting, construction, and roll out of Bayswater’s inaugural Sustainability Report.
Aligned with our diverse external communications services, Pac/West Strategies also manages Bayswater’s community outreach efforts. Our team works with Bayswater to orchestrate meaningful engagement through diverse avenues with local stakeholders in the communities where Bayswater operates. We assisted with focusing Bayswater’s philanthropic efforts in the communities where they operate and/or causes their employees are passionate about, including launching a match program for Bayswater employees in 2021.
“During our time working together, Pac/West Strategies has become a valuable member of the Bayswater team as a strategic partner and versatile resource. Serving as our public and government affairs department, they provide us with an experienced perspective to our external communications and community outreach strategies, policy matters, and work on annual Sustainability Reports. Their team increased our brand visibility throughout Colorado and the communities in which we operate through strategically focused messaging efforts. Their team is a flexible resource that is always at the ready to assist with any need that may arise and simultaneously works to anticipate any future needs.”
New Mexico Agriculture:
Increasing Awareness for the New Mexico Agriculture Industry
New Mexico Farm and Livestock Bureau (NMFLB) saw the need to increase awareness and favorability of agriculture in the state. They turned to Pac/West Strategies to develop and implement a statewide messaging program focused on increasing awareness and understanding of the New Mexico agriculture industry. To accomplish this, Pac/West Strategies successfully established the brand, New Mexico Agriculture, a statewide brand that captures their diverse agriculture network and strategically presents it to our target audience. It has since been sustained through proactive messaging, digital engagement, and targeted outreach.
From the beginning of the New Mexico Agriculture program, our aim has been to increase awareness among New Mexicans about their state’s agriculture industry. Through increased awareness and understanding of issues facing the industry, public support of agriculture has continued to increase among our target audience.
As with all our projects, New Mexico Agriculture began with research. Working closely with NMFLB leadership, Pac/West Strategies commissioned a public opinion survey that determined there was need for statewide broad-based messaging regarding New Mexico’s agriculture industry. Armed with information, including key messages on different aspects of the industry, the Pac/West Strategies team went to work and developed New Mexico Agriculture as the brand for a statewide, targeted comprehensive messaging program.
This program has been all-encompassing, primarily focusing on digital advertising through social media as well as targeted event outreach throughout the state. In addition, New Mexico Agriculture has a fully maintained, up-to-date website. Based on our success so far, the scope of work is expanding to include television advertising.
An ongoing public outreach and messaging campaign is a proven way to drive awareness and understanding on complex issues, such as agriculture. This sustained, multi-year messaging program has seen tremendous reach across New Mexico and continues to help shape a positive narrative around the local agriculture industry.
“Pac/West Strategies has led our effort for New Mexico Agriculture from the beginning. Their ability to manage a wide-reaching program to showcase the positive aspects of agriculture in New Mexico is a testament to their capability to develop and implement a multi-faceted communications and outreach program. We appreciate the work Pac/West Strategies has put into New Mexico Agriculture and the team achieving the success the program has seen to date.”
Graphic designed for New Mexico Agriculture social media engagement. Click here to see more.
Driving the Western Media Conversation on Pesticides
CropLife America, a national trade association, was seeking to counteract misinformation and misperceptions regarding pesticides through media outreach. CropLife America retained Pac/West Strategies to promote their messages in western states by identifying relevant news stories, building relationships with reporters and pitching positive news stories.
Our plan of action began with a full assessment of the media landscape throughout the key western states—Colorado, Oregon, and Washington. To do this, Pac/West Strategies first identified existing media relationships and coverage gaps before working to forge new relationships with reporters.
With a news cycle dominated by the COVID-19 pandemic as the project was commencing, working to identify and address media opportunities proved to be a challenging task, but not an insurmountable one. Amidst this challenge, Pac/West Strategies continued to work collaboratively with CropLife America’s Communications Department to discuss media relations strategy.
For more than two years, our team has helped CropLife America drive the conversation by securing earned media stories in all three states, drafting op-ed stories, bridging gaps and making connections between industry experts and reporters. The partnership between CropLife America and Pac/West Strategies is ongoing as our team continues proactively tracking public opinion and trends to increase their organizations messaging.
“Pac/West Strategies has done a great job with earned media and general media relations regarding pesticides and agriculture throughout the western United States. They think proactively and research public opinion and trends to advance our messages in a meaningful way. Their work has been tremendously valuable to our mission and has created opportunities to position our issues in a factual and understandable way in an ever-difficult media landscape.”
KOA Radio / The Bull:
Building a Strong Community Relations Strategy
850 KOA NewsRadio and 106.7 The Bull needed help evaluating and planning a new community relations strategy that ensured the multiple stations within their Denver cluster engage with their target audiences and public in a way that positions them for long-term success. The stations’ leadership team enlisted the Pac/West Strategies’ team to conduct a comprehensive audit of the existing community relations efforts for these two Denver stations. Our work included reviewing previous community relations work, conducting internal focus groups with staff, and developing a comprehensive recommendation for implementation.
Working to come out of the COVID-19 pandemic and position themselves as a leader in community engagement, 850 NewsRadio and 106.7 The Bull partnered with Pac/West Strategies to execute a comprehensive review of its community relations efforts for two Denver stations These two stations had drastically different needs and previous community engagement approaches.
As with any of our projects, this project was heavily focused on research. Our team started with a review of all public-facing community relations materials, including digital engagement. This provided the team with a well-rounded foundation from which to assess the strength, gaps, and opportunities within their existing community relations efforts. Armed with this information for both stations, we put together a series of questions for internal focus groups comprised of on-air talent, programming, and managers of the two stations. The internal focus group discussions focused on opinions of previous community relations work as well as where participants hoped to see the stations engage with the local community in the future.
Pac/West Strategies compiled an outline of our findings from the audit and focus groups and developed a set of recommendations for a new community relations strategy. These recommendations ranged from improving social media engagement with partner organizations, providing a list of new focus areas and groups to collaborate with, and guidance on how staff can best utilize their resources to maximize engagement.
“We were in need of assistance with community relations strategy development, and Pac/West Strategies came through with flying colors. They worked with our team to conduct an internal and external audit to help us better understand how to position ourselves in the ever-changing media market. Their work has helped us prepare and elevate our individual station brand identities to best demonstrate what our stations truly represent.”