XPost: can.politics, ab.politics, bc.politics   
   From: Panca@nyet.ca   
      
   — CP — Nov 18 2014   
      
      
   TransCanada public relations documents on Energy East raise concerns   
      
      
   TransCanada PipeLines acknowledges it considered aggressive tactics such as   
   using proxy groups to attack opponents of the company's proposed Energy East   
   pipeline.   
      
   "Everything that Edelman put forward we've considered," said James Millar,   
   TransCanada's director of communications. "But then it comes down to   
   implementation, and that's not something that we've implemented."   
      
   TransCanada's proposed Energy East pipeline would carry oilsands crude to   
   refineries on the east coast for export overseas   
      
   The documents, obtained by The Canadian Press and dated from May to mid-August,   
   outline what Edelman call a strategy with a "strong heritage in the more   
   aggressive politics and policy fights in the U.S."   
      
   Edelman, an international public relations consultant involved in controversial   
   campaigns in that country, recommended TransCanada copy social media methods   
   used successfully by environmentalists to rally and channel grassroots support.   
      
   "Third-party voices must also be identified, recruited and heard to build an   
   echo chamber of aligned voices," the document says.   
      
   TransCanada has taken that advice and has already got 2,500 to join its   
   campaign over the last two weeks, Millar said.   
      
   But Edelman goes on to recommend working with proxies to secretly "add layers   
   of difficulties for our opponents." Those groups can be used to cast doubt on   
   Energy East opponents, it says.   
      
   "This point should particularly be made in communication to supportive third   
   parties, who can in turn put the pressure on, especially when TransCanada   
   can't."   
      
   It recommends detailed research be done on groups including the David Suzuki   
   Foundation, the Council of Canadians and Equiterre. The research would include   
   finances, organization, history, ties to other groups and leadership.   
      
   "We will work with third parties and arm them with the information they need to   
   pressure opponents and distract them from their mission."   
      
   The document also includes detailed plans for Quebec, profiling communities and   
   leaders along the pipeline's proposed path in that province.   
      
   Millar acknowledged TransCanada has developed an extensive social media program   
   as a result of the Edelman proposal. That's a result of learning from the   
   debate over the Keystone XL pipeline expansion project that has been waiting   
   for a decision in the U.S. for years.   
      
   "We weren't in the conversation enough on Keystone," he said. "We're trying to   
   get into the conversation."   
      
   He also acknowledged TransCanada is collecting public information on its   
   opponents.   
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   But Millar said TransCanada has drawn the line at attacking those opponents   
   with under-the-table help.   
      
   "The way of building honest advocacy is the way to go," he said. "You have to   
   hold what you do up to public scrutiny.   
      
   "Judge us on what we do."   
      
   Using proxies to undermine an opponent would be a new and unwelcome tactic in   
   Canada, said Colin Babiuk, curriculum co-ordinator and former head of the   
   public relations program at Edmonton's MacEwan University.   
      
   "If people are being asked to act on your behalf, that should be transparent,"   
   he said. "If it's not being done with transparency, it's not being done   
   ethically."   
      
   The Edelman proposal reads more like a blueprint for an American political   
   campaign than a communications plan, Babiuk said.   
      
   "We practise (public relations) at a higher standard of ethics and   
   responsibility in Canada. This is kind of like bringing in a U.S.-style   
   mindset."   
      
   Environmental groups targeted in the outline of Edelman's communications plan   
   for Energy East remain wary.   
      
   "They knew who they were hiring," said Andrea Harden-Donahue of the Council of   
   Canadians. "Edelman's been involved in questionable tactics before."   
      
   In 2006, the firm was accused of orchestrating a blog called Walmarting Across   
   America, which featured folksy interviews with happy Walmart employees.  It   
   wasn't revealed the authors were being paid by Walmart   
      
   Edelman has in the past worked for such groups as the American Petroleum   
   Institute, which has worked to dilute U.S. climate change legislation.  Edelman   
   has since issued a statement saying: "We do not accept client assignments that   
   aim to deny climate change."   
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