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Preface
This book represents the culmination of significant research on audience response to marketplace advocacy campaigns. Although the book offers a full exploration of this topic, arguably the most complete to-date, the model of marketplace advocacy influence discussed in chapters 4, 5 and 6 of this book was developed and tested in 2005 after approximately three years of Friends of Coal campaign efforts throughout West Virginia. Despite the lag time between the analysis and this publication, at the time of this writing FOC continues to actively promote the advantages of coal to the state and national economy and to generate support for public policies that benefit the industry.
The introductory chapters of this book, meanwhile, were written in summer 2011 and represent contemporary issues and case studies. It is important to note the issues promulgated in these types of campaigns change frequently in accordance with public opinion and the political landscape. As of October 2011, for example, some of the more prominent topics on the American Petroleum Institute’s “Energy Tomorrow” website include the industry’s commitment to generating energy from