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4 Predictions for Video Marketing in 2017 | MarTech Advisor

Brad Jefferson, CEO at Animoto highlights how the omnipresence of video content in 2017 will impact everything from marketing strategy to the job market

When I shared my predictions on the video space with MarTech Advisor around this time last year, online video consumption was on a steady rise. Today, video consumption is at an all-time high — in fact, in 2017, video content will represent 74 percent of all internet traffic. And as a result, more marketers than ever will be using the medium to connect with consumers.

Here are four trends we can expect to see this year:

1.Businesses embrace more than just video; they embrace video marketing strategy

In November 2014, Mark Zuckerberg predicted that the majority of Facebook traffic would be video in five years. The rate of growth of video on Facebook has consistently increased. In 2014, Facebook saw two billion daily video views on their platform. A recent report from Facebook shows that, in just a year, the social media platform is now driving over 8 billion video views per day. Numbers like this show that it will be vital for large and small brands alike to make video a part of their marketing strategy if they want to remain competitive.

2. In 2016, SMB’s followed big business marketers. Now, big businesses turn to smaller businesses for social video inspiration

Last year, we predicted that SMB’s would be adopting the marketing trends of big brands, and they did, with more small businesses than ever embracing video. But now we’re seeing this theme reverse itself. This year, big brands and marketers will be following the trends of SMB’s, whose approach to social media relies heavily on DIY video creation. Professional marketers at large companies will become “DIY Marketers,” trading highly produced videos for scrappy but timely and engaging ones — even if they don’t have any video experience.

3. Video marketing will become a must-have job skill

For recent college graduates and job seekers, video marketing competency is a highly marketable skill that will grow in demand throughout 2017. College graduates have a native understanding of using video on social, which is an asset for companies who want to tell their story using video. In a survey Animoto conducted this year, surveying more than 1,000 professional marketers and 1,000 small- and medium-sized business owners, respondents said they view video marketing skills as a more desirable skill for their team in the next 12 months compared to email, design, and written marketing materials. (Animoto’s 2016 Social Video Forecast) Hubspot’s CEO, Brian Halligan, agrees– his advice? “Stop looking for that blogger and start looking for that videographer. 50% of your content mixture should be text and video. You need to make the shift to what your consumers are on.”

4. Business video uploads to Facebook will triple

In Facebook’s Q3 2017 earnings call, the company reported that 3 million businesses uploaded at least one video to their Facebook Business page per month. This number has doubled in the last six months, and I predict that pace will continue to gain steam. As video becomes an essential marketing tool, and software is available that makes it easy for any size business to create compelling video, I see there being 10 million businesses uploading video to their business page each month by end of 2017.

Whether you are a marketing video expert, or just beginning to experiment with the possibilities, 2017 will offer a great opportunity to expand your video marketing efforts and take advantage of all the medium has to offer to connect with your customers.

Pence and Merkel embrace NATO but differ on transatlantic partnership

Vice President Pence and German Chancellor Angela Merkel on Saturday offered dueling assessments of the troubled transatlantic relationship, as both praised NATO but Pence made no mention of the European Union, the key economic and political pact that binds Europe together.

In back-to-back speeches at the Munich Security Conference, Merkel and Pence appeared to find common ground about NATO, whose members have been urged by President Trump to spend more on defense. But while Merkel praised the broader international organizations that have been a key part of the post-Cold War global order, Pence’s silence on the E.U. may only fuel fears among European allies that the new leadership in the White House will embrace only some aspects of European unity, while rejecting others.

On Sunday, Pence will travel to Brussels, where the E.U. will command more of his attention. On Monday, he will meet with senior E.U. leaders before returning home.

Pence offered a robust embrace of U.S. security commitments to Europe, seeking to tamp down speculation that Trump would pursue a new path that would abandon guarantees that European nations seem to feel they need to keep them safe from Russia.

“Today, tomorrow and every day hence, be confident that the United States is now and will always be your greatest ally,” Pence said. “Be assured: President Trump and the American people are fully devoted to our transatlantic union.”

Trump has repeatedly called NATO “obsolete,” but U.S. officials in Europe this week, including Pence and Defense Secretary Jim Mattis, appear to be concentrating more on pushing allies to meet NATO defense spending commitments rather than focusing on Trump’s desire for a new relationship with the Kremlin, a major fear in Europe. Many European allies see Russia as a security threat following its 2014 annexation of Ukraine’s Crimean Peninsula.

Pence was critical of what he called the “Russian efforts to redraw international borders by force.” He called for quelling the conflict in Ukraine by adhering to the Minsk II agreement, a 2015 plan that sets out a road map for peace. 

But — underscoring the beliefs of his boss, who many in Washington and Europe say has been too cozy toward Russia — Pence also sought to strike a balance, hinting at signs of a possible partnership between the two nations.

“And know this: The United States will continue to hold Russia accountable, even as we search for new common ground, which as you know, President Trump believes can be found,” Pence said. 

The thorny issue of Russia has clouded Trump’s young presidency, amid reports that Michael Flynn, his national security adviser who resigned Monday, improperly discussed sanctions with the Russian ambassador to the United States before Trump took office, and that Trump staffers and associates repeatedly communicated with senior Russian intelligence officials during the 2016 presidential campaign. 

In a bid to reach out to the countries with the most at stake for any U.S.-Russian rapprochement, Pence is expected to meet Saturday with the leaders of Lithuania, Latvia and Estonia, as well as Ukrainian President Petro Poroshenko.

In the 20-minute speech to the Munich gathering, Pence echoed Trump’s call for NATO countries to meet their full financial commitments to the alliance. 

“Let me be clear on this point: The president of the United States expects our allies to keep their word, to fulfill this commitment, and for most, that means the time has come to do more,” Pence said — a line that was met with only light applause.

Only four NATO nations apart from the United States meet alliance guidelines to spend 2 percent of their GDP on defense, a trend Pence said was problematic.

“The promise to share the burden of our defense has gone unfulfilled for too many for too long and it erodes the very foundation of our alliance,” he said. “When even one ally fails to do their part, it undermines all of our ability to come to each other’s aid.”

Speaking immediately before Pence, Merkel sought to quiet rising voices in Europe that say that the continent should prepare to turn away from Trump’s United States and embrace partners such as China. She said that even as Europe strengthens its own defense capabilities, it will never be able to fight terrorism without the United States.

“The challenges of this world today cannot be mastered by one state alone. It needs a cooperative effort. We need to forge ahead with multilateral structures. We have to strengthen them,” Merkel said. “Let me address this very openly. The Europeans alone cannot cope with fighting international Islamist terrorism. We also need the support of the United States.”

But she also pushed for an approach that does not alienate Muslim allies, a fear that has spiked following Trump’s rhetoric about Muslims and his attempts to impose a travel ban on nationals from seven Muslim-majority countries.

“Cooperation with the United States is very important to us. But what’s also important to us is that Islamic states have been incorporated into this coalition,” she said, referring to efforts to combat the Islamic State.

“Only this way will we be able to convince people that it is not Islam that is the problem but a falsely understood Islam,” she said.

With Pence sitting in the audience, Merkel also reiterated her “respect” for a “free, independent press,” in response to a question from a German reporter, who asked her opinion on the quality of newspaper reporting in the United States.

While she did not address Trump directly, her comments offered a stark contrast to a recent tweet from Trump, in which he accused the “fake news” media of being “the enemy of the American people.”

Merkel said she supports “a free, independent press” and has “high respect for journalists,” adding that, in Germany, the relationship has always been one of “mutual respect.”

Later Saturday, Homeland Security Secretary John Kelly said that the Trump administration is contemplating a new version of the travel ban that would allow in travelers who were onboard airplanes bound for the United States into the country, but would bar those who had not yet gotten on planes.

“If they’re in motion from some distant land to the United States, when they arrive, they will be allowed in,” Kelly told the Munich Security Conference. “That being said, we will have a short phase-in period to make sure that they don’t get on the airplane.”

That would spare U.S. airports some of the chaos in the days after the travel ban on citizens of seven Muslim-majority countries was imposed last month – but it may simply export the confusion to foreign airports.

The change would also create fewer plaintiffs with grounds to take legal action to overturn the travel ban.

Norma McCorvey, Roe Of Landmark ‘Roe V. Wade’ Ruling On Abortion, Dies At 69

Norma McCorvey, who adopted the pseudonym « Jane Roe » in the Supreme Court’s Roe v. Wade decision, is seen in 1990.

AP


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Norma McCorvey, who adopted the pseudonym « Jane Roe » in the Supreme Court’s Roe v. Wade decision, is seen in 1990.

AP

Updated at 3:50 p.m. ET

Many only know Norma McCorvey by a name that’s not hers.

Under the pseudonym Jane Roe, McCorvey became the central figure of Roe v. Wade, the landmark 1973 Supreme Court ruling that legalized abortion in the U.S. But in the decades that followed, the complex woman came to serve as a champion at times for both sides of the deep divide over abortion rights.

McCorvey died Saturday of heart failure at the age of 69, according to her daughter Melissa, and Joshua Prager, a journalist who is writing a book about the court case, says McCorvey died in Katy, Texas.

How McCorvey became Roe

New Play About 'Roe V. Wade' Is A Prism For Looking At The American Divide

It was her third pregnancy — after Melissa, her eldest, and another child McCorvey gave up for adoption — that brought McCorvey to the attention of the lawyers who would eventually take up her case. The 22-year-old McCorvey, who was then unmarried, had been seeking an abortion but could not find a doctor in Texas who would perform the procedure, which was then illegal except when the life of the mother was endangered.

Attorneys Sarah Weddington and Linda Coffee took up McCorvey’s case, and in 1970, they filed the lawsuit that — after several twists and turns — would ultimately wind up at the Supreme Court. By the time the ruling was finally passed down in 1973, however, McCorvey had already carried her pregnancy to term, and had given the child up for adoption.

Though Roe v. Wade may not have changed McCorvey’s particular circumstances, the landmark Supreme Court ruling had a massive effect on the cultural and political landscape of the United States. The 7-2 decision, which legalized abortion in the first trimester of pregnancy, may not have started the long-simmering dispute over the procedure, but it came to be its central flashpoint in the decades that followed.

'Roe V. Wade' Turns 40, But Abortion Debate Is Even Older

McCorvey after the decision

As Julie Rovner reported for NPR in 2013 — the decision’s 40th anniversary — opinions on the ruling remained as deeply entrenched as the year it was handed down.

« Over the past two decades, opinion on whether or not Roe should be overturned has barely changed, » Rovner reported at the time, citing a Pew Research Center poll. « In 1992, 60 percent of those asked said the court should not overturn the ruling. Today that’s up to 63 percent. »

The case had no less of an impact later on McCorvey, who was still just 25 when it ended. She maintained her anonymity for more than a decade, until setting it aside in the 1980s. At that point, she remained a staunch defender of abortion rights, « working for a time at a Dallas women’s clinic where abortions were performed, » according to The Associated Press.

Yet in the mid-1990s, after the publication of her first memoir, McCorvey underwent a dramatic conversion — announcing that she had become a born-again Christian. What’s more, she went to work for the anti-abortion group Operation Rescue, from which position she then championed against the abortion rights granted by the case that bears her pseudonym.

« I’ll be serving the Lord and helping women save their babies. I will hold a pro-life position for the rest of my life, » McCorvey once said, explaining her conversion. « I think I’ve always been pro-life. I just didn’t know it. »

In an interview with Fresh Air in the ’90s, McCorvey looked back on her experience as Jane Roe.

« I feel like a role model in one sense of the word, » McCorvey said.

« But when people really stop and really sit down and think about Jane Roe or Norma McCorvey, I feel like any woman who’s ever been denied anything in her whole life is a Jane Roe. Because no woman should have to suffer all the pain and humiliations and indignities that I’ve had to face. »

The Rise of Video Marketing and How it Affects Your Business …

It’s no secret that video use in content marketing is on the rise. Online video is becoming an efficient means for people to gather and consume information quickly and frequently impacts purchasing decisions. However, many businesses are failing to include it as part of their marketing strategies—doing so at their peril.

If you aren’t currently using video or don’t believe your strategy is effective or appropriate, now is the time to shift your thinking. Video is the perfect format to quickly grab busy audiences’ attention. Promoting visual and interactive content enables businesses to show, not tell. It can help explain more complicated stories in a short and compelling format viewers can enjoy—and marketers can measure.

Research shows that 46% of consumers confirm they made a purchase after watching a branded social video. That stat is supported by the reality that YouTube is the second-largest search engine. Additionally, half of the marketers who use video in email campaigns see increased click-through rates, increased time spent reading the email, and increased sharing and forwarding.

The best way to get your marketing messages across to the right people is by understanding the role your content is playing in the customer experience. By being customer-centric, you can speak directly to your target audience with the right message, at the right time of the customer journey. So, for example, if we’re talking about Generation Z, research shows that in four years, they will represent 24% of the U.S. workforce and 40% of consumer spending. As their purchasing power increases, it will be critical to recognize they are one of the largest consumers of video content and if you’re trying to reach them, you need to adopt and develop video strategies for engaging them successfully.

For the most part, individuals respond positively to emotional connections from large brands. Designing emotion into video requires new insight methodologies and data sources that deliver deep, ethnographic understandings—interpreted and analyzed through a customers’ viewpoint. Often, how a customer behaves relates to how they feel. From our perspective, the emotional experiences are foundations for business success. Customers want brands they believe in, that respect their time, understand their needs, and make them feel valued.

Brands creating videos can effectively set the tone, explain who they are, provide solutions, and share stories in a visually captivating way. Online videos are also easy to share and consume. Audiences are about 10 times more likely to engage, embed, share, and comment on video content than on blogs or related social posts.

Furthermore, video is clearly a priority for social media channels, which are making it even easier to execute on their platforms. For example, Facebook’s Canvas advertising product and its partnership with BlueJeans, “the first platform for large-scale, interactive video events that can broadcast over Facebook Live,” will only extend the trend.

Many marketers have the impression that delivering a video marketing strategy is difficult and expensive. However, new technology and the proliferation in platforms have led to a vast range of choices and have made major improvements to video and its implementation online.

Now that video is finally easy enough to produce, edit, and publish, marketers can feel more comfortable experimenting with it. Depending on the production quality you’re aiming for and your budget, you can invest in an in-house videographer or, for a more professional execution, outsource to an agency to collaborate with throughout the whole process.

To get started, review your company’s overall needs. It’s important to outline your scope, research your audience, identify relevant content, and develop a strategy to contribute to reaching each of them. You’ll need to know what type of content you’ll make, who you’re making this content for, where your content will live, and what the call to action will be.

A solid, data-driven plan can make the difference in knowing if your content is delivering on ROI. The “post and pray” method won’t cut it when it comes to generating a pipeline. Measuring performance is the only way to know if your videos are successful. Collect data on how your videos are performing and resonating with your audience. Data has the potential to be your most valuable marketing resource. With the right information, you can gain a better understanding of your customers and their behavior.

Ultimately, to truly appreciate the value of video as an effective business solution, don’t think of it as a one-hit wonder. Approach it as a long-term tool with a long-term goal. It takes commitment—you want to sustain momentum by improving on and learning from each video you make. With the right video strategy in place, your company will benefit from its powerful potential to tell engaging stories and inspire audiences to take action.

Harnessing Video Marketing for Your Small Business

The evolution of video in content marketing is creating new platforms for small businesses to showcase their products and services. An increasingly mobile audience with a hunger for fresh video content makes these platforms valuable tools in any branded marketing strategy as long as you know how to make each one work for your business.

YouTube

Established in 2005, YouTube has grown from a place where friends share amusing videos to a powerful way for brands to engage with their audiences. Content is recorded and edited before being posted to your account with keyword-rich descriptions and links to your website. You can share videos on any topic, including:

• Product demonstrations
• Weekly updates
• “Behind the scenes” footage
• Industry information
• “How-to” guides

Remember to include a strong call-to-action in both the content of the video and the description. Add links encouraging viewers to subscribe at the beginning, in the middle and at the end of the video to gather as many followers as possible.

Facebook Live

No matter what industry your business is in, a good chunk of your target audience is likely to use Facebook on a regular basis. In 2016, the popular social platform started offering users, including businesses, the opportunity to “go live” with streaming video.

Hosting a live stream on Facebook is a great way to connect with your audience in real time and answer questions or share exciting news. Viewers can comment on your broadcast as it takes place, and all comments are visible to you so that you can respond immediately. Finished broadcasts stay in your Facebook feed and can be shared, replayed or deleted as desired. Be sure to include a compelling description to give viewers an idea of what to expect whether they watch the stream live or come back to it later.

Periscope

As an extension of Twitter, Periscope shares many features of Facebook Live. The platform was launched in the spring of 2015 and allows users to broadcast from smart phones, GoPro cameras or professional cameras, creating a unique opportunity for brands to connect with consumers. Over 10 million users currently have Periscope accounts, and 2 million of them are active every day.

This video platform integrates back and forth with Twitter to allow real-time commenting and a high level of engagement. Invite your followers to share a one-time video experience with you live, or save the video so that it can be replayed in the future for an even wider reach.

Instagram Live

Instagram Live enhances the platform’s “Stories” feature with the ability to broadcast video any time you wish. Unlike on other platforms, these videos disappear the moment you stop streaming. Harness the power of this urgency to give Instagram followers an “in” to special events they can’t be at in person, make announcements about limited-time deals and make special followers-only announcements about new products. Remember to stay engaged with comments to let your audience know you’re listening to their feedback.

With 89 percent of marketers planning to adopt streaming video strategies, video is set to become an indispensable fixture in the world of content marketing. Focus your efforts on the platforms your customers engage with the most, monitor the performance of each video and refine your approach as you go along to keep customers focused on your brand.

Author Bio: Rehan ijaz is a Business graduate, freelance writer and blogger. He loves to write on tech, start-ups, policy and marketing. You can follow his latest posts @ShRehanijaz

Unilever Remains Cool to Kraft Heinz Takeover Bid Despite Rally

As the clock ticks toward a takeover deadline, Kraft Heinz Co. faces an uphill battle getting Unilever to negotiate.

Publicly, the company has decried Kraft’s $143 billion buyout offer as lacking merit and said there was no basis for further talks. Behind the scenes, Unilever executives have fretted over Kraft’s penchant for slashing costs and lack of vision for cultivating brands, according to people familiar with the situation. Kraft also lacks experience managing home and personal-care businesses, which account for about 60 percent of Unilever’s revenue, they said.

While both companies sell food, Unilever has pursued higher-end brands, such as Ben Jerry’s ice cream and Talenti gelato. Kraft, meanwhile, sells Velveeta and Jell-O.

“If I was Unilever, I would fight this with hand and fist,” said Erich Joachimsthaler, a branding expert who runs the Vivaldi consulting firm. “It would crush everything we celebrate about Unilever.”

Though Unilever publicly rejected the $50-a-share bid on Friday, Kraft has said it’s still pursuing a deal. The prospect of both reaching an agreement sent shares of Unilever soaring 13 percent to a record high. The Anglo-Dutch company, which makes Hellmann’s mayonnaise and Dove soap, is now valued at more than 114 billion pounds ($142 billion).

The rally makes it more likely that Kraft will increase its offer, a person with knowledge of the bidder’s deliberations. Shares of Kraft also jumped on the news, climbing 11 percent to $96.65. That values the food giant at $117.6 billion. An acquisition of Unilever would depend on financing from Kraft’s largest investor, Berkshire Hathaway Inc., a separate person familiar with the situation said.

Against that backdrop, Unilever is trying to convince investors that a deal wouldn’t make sense. The company has been speaking to shareholders about why it should remain a stand-alone business, arguing that there aren’t many synergies between the two entities, said people with knowledge of the matter.

Surprise Offer

The unsolicited approach from Kraft took Unilever by surprise, they said. Executives didn’t expect an offer from Kraft because they see the companies as too different, according to the people. Unilever has less of a focus on food, and it’s spent recent years acquiring upstart brands that appeal to millennials. That includes Dollar Shave Club and Seventh Generation.

At issue is whether Unilever’s diverse investor base will see Kraft as a strategic fit. BlackRock Inc. is its largest shareholder, with a roughly 8 percent stake. Under U.K. takeover rules, Kraft has just under a month to make a firm bid — or else it has to walk away for six months.

Kraft’s overture follows a 17 percent slump in the pound against the dollar since Britain voted to leave the European Union, along with Unilever’s worst annual stock performance since the financial crisis in 2008. The shares fell 2.5 percent over the course of 2016, though European rival Nestle fared only marginally better, losing 2 percent in the same 12 months.

Beer Merger

The investors behind 3G Capital, the private equity firm that runs Kraft, succeeded last year in orchestrating Anheuser-Busch InBev SA’s purchase of SABMiller Plc for about $123 billion. In that case, they had support from a large SABMiller shareholder, Altria Group Inc.

The proposal by Kraft, which has dual headquarters in Chicago and Pittsburgh, was about two-thirds in cash and one third in new stock. It’s possible that a new offer could just be for Unilever’s food interests, according to Jefferies Co. That would enable Unilever to continue operating its mainstay household and consumer-goods brands.

Unilever also could try to find a white-knight suitor that it sees as more compatible, according to Stifel Financial Corp. analyst Mark Astrachan. That may include companies such as Colgate-Palmolive Co. or Kimberly-Clark Corp., he said in a report.

Consolidation Pressure

Large consumer-goods companies, facing slowing sales around the world, are increasingly under pressure to merge. Kraft Heinz itself was forged in a $55 billion combination orchestrated by 3G and Berkshire Hathaway, which is run by Warren Buffett. The two investors had previously teamed up two years earlier on a buyout of H.J. Heinz.

There had been speculation that 3G would look to buy another food company and resume a cost-cutting cycle spearheaded by Kraft Chief Executive Officer Bernardo Hees. Mondelez International Inc., General Mills Inc. and Kellogg Co. had been mentioned as potential targets.

Unilever Boss Must Square Up to Kraft in Big Food Fight: Gadfly

“Kraft Heinz’s approach demonstrates the pressure on brand owners to consolidate in the face of international pressure on margins,” said Paul Hickman, an analyst at Edison Investment Research.

Kraft’s bid represented an 18 percent premium to Unilever’s closing share price on Thursday. The valuation would imply multiples of three times sales and 21 times earnings, “which strikes us as very low,” according to analysts at Berenberg.

Combined, Kraft and Unilever would have had sales of $84.8 billion last year. That would have ranked them second among food and beverage companies, trailing Nestle SA’s $91.2 billion, according to data compiled by Bloomberg.

Among food and beverage transactions, a deal for Unilever would surpass last year’s purchase of SABMiller, as well as InBev’s earlier acquisition of Anheuser-Busch Cos. in 2008 and the 2015 transaction that created Kraft Heinz, according to data compiled by Bloomberg. 

Brazilian Investors

The investors behind the Unilever bid worked on all those deals as well. 3G — founded by Brazilian executives Jorge Paulo Lemann, Marcel Telles, Carlos Alberto Sicupira, Roberto Thompson and Alex Behring — has engineered a series of huge transactions in the food and drink industries. Their approach is to acquire companies, install new managers and slash expenses. 3G also acquired Burger King Worldwide Inc. and merged it in 2014 with Canadian doughnut chain Tim Hortons Inc.

Many Unilever investors may be waiting for the big payday that a takeover would bring. Even as Unilever balks at any kind of deal with Kraft, the company could ultimately cave if the terms are sweetened enough, Stifel’s Astrachan said.

“Unilever could angle for a higher price,” he said.

Scott Pruitt, longtime adversary of EPA, confirmed to lead the agency

Scott Pruitt woke up Friday morning as Oklahoma’s attorney general, a post he had used for six years to repeatedly sue the Environmental Protection Agency for its efforts to regulate mercury, smog and other forms of pollution. By day’s end, he had been sworn in as the agency’s new leader, setting off a struggle over what the EPA will become in the Trump era.

Pruitt begins what is likely to be a controversial tenure with a clear set of goals. He has been outspoken in his view, widely shared by Republicans, that the EPA zealously overstepped its legal authority under President Barack Obama, saddling the fossil-fuel industry with unnecessary and onerous regulations.

But rolling back the environmental actions of the previous administration won’t happen quickly or easily. Even if President Trump issues executive orders aimed at undoing Obama initiatives to combat climate change, oversee waterways and wetlands and slash pollution from power plants — as he is expected to do as early as next week — existing regulations won’t disappear overnight.

To reverse or revamp existing rules around vehicle fuel standards, mercury pollution or a range of other environmental issues, Pruitt would have to repeat the lengthy bureaucratic process that generated them. Other initiatives, such as the so-called Clean Power Plan aimed at regulating emissions from power plants, remain tied up federal courts.

In addition, Pruitt will encounter an EPA workforce on edge, in which some employees are wary about the direction he plans to take the agency and fearful he might adhere more to ideology than science. Environmental groups also are likely to oppose him at every turn, eager to sue over any rollback of existing regulations.

For his part, Pruitt has said he intends to return the agency to its central mission of protecting the quality of the nation’s air and water while respecting the role of states as primary enforcers of environmental laws.

“It is our state regulators who oftentimes best understand the local needs and the uniqueness of our environmental challenges,” he said during his confirmation hearing last month.

Pruitt cleared the Senate Friday afternoon by a vote of 52-46, winning support from Democrats Joe Manchin of West Virginia and Heidi Heitkamp of North Dakota. Only one Republican, Susan Collins of Maine, voted against him.

The vote came after Democrats held the Senate floor for hours overnight Thursday and then through the morning to criticize Pruitt and push for a last-minute delay of his confirmation. Part of their argument centered on an Oklahoma judge’s ruling late Thursday that Pruitt’s office must turn over thousands of emails related to his communication with oil, gas and coal companies. The judge set a Tuesday deadline for release of the emails, which a nonprofit group has been seeking for years.

Republicans pressed forward with the vote, saying Pruitt had been thoroughly vetted and calling on Democrats to end what Senate Majority Leader Mitch McConnell (R-Ky.) labeled “a historic level of obstruction” in holding up Trump administration nominees.

It took only minutes after Pruitt’s confirmation to catch a glimpse of the contentious fights that lie ahead.


Environmental advocacy groups, which had written letters, lobbied lawmakers, organized protests and waged a furious campaign online and in television ads calling him a friend to polluters, reacted with a mixture of anger and despair.

One group termed the confirmation a “sad day for the country.” Another described it the “stuff Big Oil’s dreams are made of.”

“Scott Pruitt as administrator of the EPA likely means a full-scale assault on the protections that Americans have enjoyed for clean air, clean water and a healthy climate,” Michael Brune, executive director of the Sierra Club, said in an interview. “For environmental groups, it means we’re in for the fight of our lives for the next four years.”

But amid such hand-wringing, there was relief among those who welcomed his nomination — a group that includes fossil-fuel firms that chafed under the regulation of the Obama era. Many have helped fund Pruitt’s campaigns over the years.

The National Association of Manufacturers proclaimed Pruitt would “restore balance to the way environmental regulations are developed.” The head of the National Mining Association said he will be “mindful of the costs that regulations can impose on the economy.”

The White House itself rejoiced at Pruitt’s confirmation, with spokeswoman Sarah Huckabee Sanders telling reporters aboard Air Force One that “the EPA will no longer spend unnecessary taxpayer dollars on an out-of-control, anti-energy agenda.”

Jeff Holmstead, who headed EPA’s air and radiation office under President George W. Bush and is now a lawyer representing energy firms, said he thinks Pruitt will be a good steward of the agency.

“Over the past eight years in particular, [the EPA] has completely micromanaged the states. I think you’ll see a real effort to reset that balance,” Holmstead said. “I think he really does believe in the rule of the law. He believes the role of executive branch is to carry out the intent of Congress.”

Pruitt sued the EPA more than a dozen times during the Obama administration, challenging the agency’s authority to regulate toxic mercury pollution, smog, carbon emissions from power plants and the quality of wetlands and other waters. In Oklahoma, he dismantled a specialized environmental protection unit that had existed under his Democratic predecessor and established a “federalism unit” to combat what he called “unwarranted regulation and systematic overreach” by Washington.

That combative approach won him praise from fellow Republicans and the oil and gas industry. But the prospect of Pruitt leading the EPA horrified environmental advocates, who accuse him of repeatedly questioning the overwhelming scientific consensus around climate change and defending the interests of fossil-fuel firms over the health of ordinary citizens.

His nomination also rattled some agency employees, who fear he will be eager to carry out the promise that Trump made on the campaign trail to “get rid of [EPA] in almost every form.We’re going to have little tidbits left, but we’re going to take a tremendous amount out.”

“Unless he has a revelation like St. Paul did on road to Damascus, I don’t anticipate anything good,” said John O’Grady, who heads a national council of EPA unions and has worked at the agency for more than 30 years.

More than 700 former EPA officials recently wrote to Congress opposing Pruitt’s confirmation, saying he “has gone to disturbing lengths to advance the views and interests of business.” Even some current employees openly protested his nomination, notably during a recent rally in downtown Chicago near the agency’s Region 5 offices.

Minutes after Friday’s confirmation, the EPA tweeted for the first time since Trump’s inauguration. “We’d like to congratulate Mr. Pruitt on his confirmation!” the tweet read.

Soon after, the agency issued its first press releases since Trump became president. One included praise for Pruitt from more than a dozen Republican lawmakers and industry executives. The EPA also posted an online biography for its new administrator, which made no mention of the many lawsuits Pruitt had filed against the agency he now leads.

Susan Hogan and Sean Sullivan contributed to this report. 

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Trump calls media ‘enemy of the American People’ in 13th ‘fake news’ tweet this month

President Donald Trump took his frustration with the American media to a new level Friday afternoon, accusing several media outlets of being “the enemy of the American People.”

Trump tweeted a similar message at 4:32 p.m., then deleted it. Many people created a screen grab of the tweet.

But Trump reposted the tweet – with additional media outlets mentioned and the word “SICK!” eliminated — at 4:48 p.m. Trump mentioned The New York Times and four television networks – CNN, ABC, CBS and NBC — in his second tweet.

Trump later followed up the tweet with another citing a positive review of the press conference by conservative talk radio host Rush Limbaugh, who called the news conference “one of the most effective” he had seen. In the tweet, he also used the term “FAKE MEDIA.”

Friday’s tweet comes on the heels of his press conference Thursday in which Trump repeatedly attacked the media’s credibility while making several false claims about the size of his Electoral College victory. He also attacked a stream of leaks from the intelligence community under his presidency, saying that while the information in the leaks has been accurate, “The news is fake because so much of the news is fake.”

“The press — the public doesn’t believe you people anymore. Now, maybe I had something to do with that. I don’t know. But they don’t believe you, » Trump added. « But you’ve got to be at least a little bit fair, and that’s why the public sees it. They see it. They see it’s not fair. You take a look at some of your shows and you see the bias and the hatred. »

Trump also repeatedly used the term “fake news” to refer to the coverage of his administration, a common rallying cry among his supporters who believe the press has been lying in its coverage in an attempt to discredit Trump.

Also on Thursday, the president’s political action committee sent a survey to supporters after the news conference that blasted the mainstream media.

In the survey, which also asked participants to donate money to the Republican National Committee, users were asked 25 questions, most of which suggested that the media had acted unfairly in their coverage of Trump’s presidency, per Yahoo News.

However, several of Trump’s critics online called on others to take the survey, seemingly hoping to skew the results.

[Today in Trump tweets: ‘Fake media not happy,’ Kellogg considered for NSA]

Since Feb. 3, Trump has tweeted 15 times using the terms “fake news” or “fake media.”

Trump first used the term “fake news” on Twitter on Dec. 10. Since then, he has used some variation of the phrase 30 times, mostly in 2017.