Monday, July 16, 2012
When Publicity Backfires
Here are two cases of publicity that backfired. Both deal with the cost of "green" jet fuel for military aircraft. Although the demonstrations in the Navy and Air Force were tests of the viability of alternative fuel, the cost of $26 per gallon and $59 a gallon respectively set teeth on edge in Congress. Regular jet fuel is $3.60 a gallon. The military services were acting responsibly in conducting the tests but wildly overpriced fuel mocked the point they were making -- that military forces can use fuels from environmentally acceptable sources. "Green" jet fuel is still impractical, even if the cost drops significantly. But, on the other hand, that might be the point the Pentagon was making while fulfilling the President's directive. If so, it succeeded.
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