Waterless Fracker ecorpStim (Mis)Uses Newsjacking for Attention
MDN has followed eCORP Stimulation Technologies (“ecorpStim”) for some time now with interest (see our previous stories about eCORP here). ecorpStim has pioneered a waterless fracking technology that uses pure propane–supposedly non-flammable and very safe. We applaud their inventiveness and their tenacity it trying to catch attention for their technology–a technology that costs a lot more than water-based fracking.
What we’re a bit unsettled by, though, is the way they’ve taken to newsjacking. What’s newsjacking, you say? It’s a recent trend in marketing of issuing a press release or otherwise injecting your company (or yourself) into a prominent news story not about you or your company in order to capture attention for you or your company. ecorpStim has been doing that lately. And the way they do it makes you think the big news story is perhaps about their company–when it isn’t. Two cases in point…
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A new public opinion poll of New Yorkers was released yesterday by the Wall Street Journal/NBC 4 New York/Marist College. Among the questions asked was this one: “Hydrofracking is a process of splitting rocks underground to remove natural gas. From what you have read or heard, do you generally support or oppose hydrofracking in New York State at the Marcellus Shale?” For years the answers have been roughly even, about 40% for, 40% against and 20% clueless.
Well lookie here! Just yesterday MDN was waxing eloquent on alternatives to using water in fracking (see