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natural gas obtained through hydraulic fracturing and the benefits of oil produced through oil sands, issues not discussed in chapter 2 of this book. Other featured case studies have also shifted to highlight additional topics, including the promotion of October as National Energy Awareness Month by the American Coalition for Clean Coal Electricity’s “America’s Power” campaign and the Marcellus Shale Coalition’s promotion of public opinion data indicating Americans’ support for the natural gas industry.
Although marketplace advocacy campaigns naturally evolve over time, a primary emphasis on issues related to energy and the environment (and often both) is likely to remain for the foreseeable future as the U.S.—and the world—strive to meet our expanding energy needs while taking into account the environmental and social implications of business and industry activities. Though minor modifications in the model are inevitable—such as campaign tactics (i.e., the “campaign awareness” variable) and the promulgated issues (i.e., the “agenda-building” construct)—this model should have relevance well into the future as these campaigns continue to rise in popularity and prominence.