Social
sTRATEGY
overview
In 2024, the Northwest Gas Association (NWGA), a regional organization representing the natural gas industry, partnered with Rushlight Agency to enhance its media presence following a severe winter ice storm. With natural gas playing a critical role in keeping homes and businesses powered during extreme weather, NWGA needed to ensure accurate information reached the public, policymakers, and key stakeholders.
Challenge
Despite the essential role of natural gas in maintaining energy reliability during winter storms, NWGA faced difficulties in securing media coverage that accurately conveyed its contributions. Timing also played a role here, as more than a month had passed since the storm.
Solution
Rushlight Agency executed a multi-faceted communications strategy to elevate NWGA’s visibility and reinforce the industry’s importance during extreme weather events.
Strategic Messaging
We developed clear, data-driven messaging that highlighted the resilience of natural gas infrastructure, its role in providing uninterrupted service, and its contributions to public safety and economic stability.
Social Media Engagement
To reach a broader audience, we created a series of social media assets that highlighted the benefits of natural gas, including its reliability, affordability, and role in reducing emissions. These assets were tailored for NWGA’s digital platforms to drive engagement and public awareness
Legislative Advocacy Support
We developed a concise, visually compelling one-pager for NWGA to use in discussions with legislators, ensuring key decision-makers had a clear, factual understanding of natural gas’s role in energy reliability and resilience.
Thought Leadership & Op-Ed Placement
To strengthen NWGA’s position as an industry authority, we secured op-ed placements in regional news outlets, reinforcing the importance of natural gas in energy security.
conclusion
The campaign successfully positioned NWGA as a leading voice in energy discussions, resulting in increased media coverage across regional news outlets. Social media engagement surged, with NWGA’s digital content reaching a wider audience and driving constructive dialogue. Additionally, the legislative one-pager provided policymakers with essential information to guide energy-related decisions.
