Following a major accident, Massey Energy faced significant reputational pressure and scrutiny from media, policymakers, and the public. Media inquiries surged, congressional investigations intensified, and negative narratives gained traction across national and local channels.
Massey needed a disciplined communications strategy to deliver clear, credible responses to the public, the media, and policymakers while stabilizing its position in a highly charged environment.
Qorvis developed tailored messaging – grounded in polling and research – for key audiences and identified opportunities to shift the narrative from one focused solely on the company’s challenges to one that reflected its broader role in the energy sector. We managed online search results, amplified key messages through Massey’s owned channels, and deployed targeted advertising across television, print, and direct mail to engage local communities directly.
At the national level, Qorvis engaged third-party validators, including media, industry stakeholders, and policy influencers, to help shape a broader, more balanced narrative. We also developed a targeted think tank and policy outreach program to support Massey’s leadership in advancing industry and economic perspectives in Washington.
“I thought of the massive TV campaign that is currently underway in southern West Virginia being done by Massey (Energy). I love those. They are great ads and beautifully done – first class.” – Former U.S. Rep. Nick Rahall (D-WV)
As a result of our campaign, Massey maintained its position as a significant player in the U.S. energy market. The company navigated congressional inquiries, while sustained communications efforts helped mitigate negative narratives across media and digital channels. The national advertising campaign also resonated strongly within key local communities.
As a result, Massey stabilized stakeholder confidence and reinforced its standing among policymakers, media, and core constituencies.