Chevron's PR firm published a local “news” site without journalists

Felicia Alvarez's investigation for Floodlight, published in the Louisiana Illuminator, exposed Chevron's Permian Proud as a calculated ploy to manipulate public opinion under the guise of local journalism. The site, devoid of actual reporters or editors, is crafted by a San Francisco PR firm and a Chevron public affairs adviser, eliminating any pretense of editorial independence or journalistic integrity.

Notably absent is any critical coverage of the oil industry's environmental impact or role in the escalating climate crisis — and an eroding local media landscape leaves local residents vulnerable to a distorted view of the oil industry's true impact on their communities and the planet.

“Many of the counties within the Permian Basin are considered ‘news deserts,’ or areas with limited access to local, credible news sources,” Alvarez writes. “Of the 61 counties considered part of the Permian Basin region in Texas, 13 counties had no local newspapers, and the majority had only one newspaper, according to the news desert map maintained by the University of North Carolina.”

Alvarez reveals that Permian Proud isn't an isolated experiment:

This model, replicated across Chevron's operational areas, forms part of a broader strategy to control the narrative as the fossil fuel industry faces mounting scrutiny.

Permian Proud ignores climate crisis as Texas faces escalating climate disasters and environmental injustice

Texas recently endured a record-breaking heat wave, with temperatures soaring above 110 F in multiple cities. The Washington Post reported that Abilene shattered its all-time high at 113 F, while other cities set new August records. This extreme heat isn't just uncomfortable, it's potentially deadly — and it’s straining the state's power grid to its limits.

This recent crisis is just the latest example of Texas’ extreme vulnerability to climate change. A stark analysis from Public Citizen reveals that between 1980 and 2022, a staggering 44% of all billion-dollar climate and weather disasters in the country affected Texas. The state faces an onslaught of heat waves, hurricanes, floods, droughts, and wildfires that are increasing in both frequency and intensity.

The climate crisis is also creating significant financial impacts for Texas residents. Erin Douglas of The Texas Tribune reported that insurance rates in Texas have skyrocketed by 22% in 2023, twice the average national increase. Even more troubling, “many areas of the state are likely underpriced relative to their climate risk, according to a model created by the First Street Foundation, a nonprofit group of academics and experts that quantifies climate risks,” suggesting that the financial strain on homeowners is only set to worsen. 

Notably, the fossil fuel industry operating in Texas bears outsized responsibility for climate change, amplifying the risks facing communities across the state:

Beyond the climate impacts of the fossil fuel industry, Texas also faces severe environmental justice challenges. Low-income communities and communities of color bear a disproportionate burden of industrial pollution — in Port Arthur and Houston, the concentration of petrochemical facilities and other polluting industries near residential areas is a direct result of historical segregation and discriminatory land-use practices. The Texas Commission on Environmental Quality's permitting decisions, particularly for facilities like concrete batch plants in Harris County, have further entrenched these disparities, leading to ongoing health risks for vulnerable populations.

The fossil fuel industry deploys multifaceted deception campaigns like Permian Proud to delay climate action

As the climate crisis intensifies, the fossil fuel industry has shifted from outright denial to a broader PR campaign employing more insidious forms of deception. This multifaceted approach, exemplified by Chevron's Permian Proud, aims to manipulate public opinion and delay climate action. 

Recent investigations reveal oil giants are targeting youth via gaming platforms, exploiting inconsistent social media ad labeling, and rebranding as “clean energy providers” while promoting false solutions. In addition, The Guardian exposed the industry's funding of legal efforts to block climate action, with the Republican Attorneys General Association receiving $5.8 million from oil and gas interests since 2020.

These coordinated efforts — from exploiting declining local journalism to influencing younger generations and funding legal challenges — demonstrate the fossil fuel industry’s determination to shape public opinion and policy in its favor. As climate change impacts worsen, the industry's tactics aim to preserve its dominance in a decarbonizing world despite scientific evidence demanding a rapid transition away from fossil fuels. Outlets like Permian Proud are just one facet of this larger industry campaign, underscoring the urgency of recognizing and counteracting these corporate greenwashing strategies.

Local news vacuum enables corporate narrative control

The erosion of local journalism in the United States has reached crisis levels, creating dangerous information vacuums. A Media Matters analysis in May starkly illustrated this problem: Donald Trump's recent corrupt offer to Big Oil executives, asking them to raise $1 billion for his presidential campaign while assuring that they'd be getting a “deal” due to the taxation and regulation they would avoid if he is reelected, was almost entirely ignored by top local newspapers and TV markets in key battleground states.

The 2023 Medill Local News Initiative report quantifies this crisis: Over 50% of U.S. counties now have just one local news source, or none at all. The rate of newspaper closures averages more than two per week, with 2,900 papers having shuttered since 2005 — and “all but about 100 were weeklies, which are often the sole provider of local news in small and mid-sized communities.” Most significantly, 43,000 newspaper journalists representing two-thirds of the industry's workforce have lost their jobs.

This systemic erosion of local news coverage is creating information vacuums across the country, leaving communities vulnerable to misinformation and unchecked corporate narratives — with far-reaching implications for public information and democracy. The absence of robust local journalism directly impacts civic engagement, political accountability, and public understanding of critical issues like climate change and climate solutions.

National TV news fails to consistently connect climate dots, enabling industry narratives

As local journalism crumbles, the responsibility of national media to provide comprehensive  reporting about critical issues such as global warming  becomes even more crucial. 

However, recent Media Matters studies reveal that national outlets are falling short, particularly in their coverage of climate-related extreme weather events in places such as Texas. This failure at both the local and national level creates a dangerous information vacuum that fossil fuel companies like Chevron are eager to exploit.

In February, only 2% of cable and corporate broadcast news segments about the Texas wildfires mentioned climate change. Similarly, just 3 out of 21 broadcast news segments connected January’s Texas flooding to climate issues, while 5% of national TV news segments about the June 2023 Texas heat wave mentioned climate change.

This pattern of omission extends far beyond extreme weather coverage, undermining public understanding of the broader climate crisis. In 2023, for example, a mere 12% of climate segments on corporate broadcast networks mentioned fossil fuels. This persistent failure to connect the dots between fossil fuel consumption, global warming, and their cascading harms leaves viewers uninformed about the true drivers of climate change. 

The information vacuum created by this lack of context in extreme weather reporting enables misleading narratives from the fossil fuel industry to flourish unchallenged. Chevron's Permian Proud, for instance, exploits this gap to further its Big Oil agenda, shaping public opinion in oil-rich regions without meaningful counterbalance from mainstream media. This vacuum also allows broader industry greenwashing campaigns to go largely unexamined.

Better news reporting on climate change and corporate accountability is crucial to combating industry narratives

Amid declining local journalism and inadequate national coverage, Chevron’s Permian Proud demonstrates that fossil fuel companies are increasingly willing to fill the void left by traditional journalism with their own content.

In the face of these corporate-sponsored narratives, real news outlets must be pressured to provide coverage that consistently connects extreme weather events and fossil fuels to climate change and potential solutions. This comprehensive approach is essential for public understanding of the climate crisis and for holding the fossil fuel industry accountable, empowering news audiences to cut through Big Oil's propaganda and understand the true scale of the challenge we face.