Driving my daughter to one of her summer activities this morning, I had the radio tuned to the local progressive talk radio station, KPOJ, and was listening to the Thom Hartmann program when I noted not one but two broadcasts of a curious commercial during the station breaks. It didn’t entirely dawn on me just what this commercial was promoting until the second time I heard it, but once I got the message, I was very curious to know just who was behind it.

The commercial’s message was on the surface quite “green,” populist, and reasoned – all things quite common to issue advertisements on KPOJ. However the fact that it was designed to influence listeners to favor increased offshore oil drilling was what made it so unusual in relationship to the station’s format. Pricking up my ears and hoping for a name or website that referenced the advertisement’s sponsor, I caught “Energy Tomorrow” and a quick “API.”

Well, I looked it up. Energy Tomorrow is an impressive, user-friendly website that addresses various aspects of oil and natural gas technology. Simple enough. Following the “About Us” link led me to the discovery that the site was a communication organ for API (familiar from the commercial). But what is API?

API is the American Petroleum Institute – an industry group that represents “more than 400 members involved in all aspects of the oil and natural gas industry.” Pretty standard stuff – most all major industries have organizations that represent their interests, hire lobbyists, perform public relations work, etc. As offshore drilling is a fairly hot topic given the retail gasoline prices these days, it’s not surprising at all that they should be doing all they can to advocate for a positive public opinion of offshore drilling.

So what’s my point? Am I accusing the API of less than forthright disclosure of their backing of a very effective commercial aimed at a radio listening demographic that is not likely to be ardent supporters of offshore drilling? Not at all. Over the past few years I’ve tried to track down various sponsoring entities responsible for assorted commercials and this one was unusually straight-forward; the identity of the API was only a couple of layers deep. I actually commend them for both an effective delivery of their message (I particularly commend them for the technically sohpisticated and clever use of multiple voice talent actors to convey the unspoken message that what was being said was a widely held opinion) as well as being as open about who they are as I’ve seen any large industry group be in quite a while.

My only purpose is that, as offshore drilling is an issue with significant ecological and wildlife conservation implications, those who might have heard the commercial spot consider the source of the message and the interests that it represents, evaluate it in that light, and weigh it against a message on the same topic from a conservation oriented organization – such as the Sierra Club for example. As with any complex topic, learning all you can is the best way to make an informed decision so as to be able to contact your elected representatives at various levels and convey to them your opinions on the matter.

Peace and good bird watching.