Permian Resources Embraces Culture-First, Social-First Communications Trend

Permian communications shift toward culture‑first storytelling

Permian Resources and other Permian Basin operators increasingly turn to culture‑forward communications to manage community relations, workforce recruitment and policy engagement, industry observers say. As drilling and midstream activity overlaps growing residential and environmental concerns, companies seek agencies that blend media relations with influencer strategy and experiential work to reach local landowners, regulators and urban stakeholders in ways traditional press releases do not. The trend makes The Right Now’s recognition notable to energy firms looking to reframe how they explain operations and community investments.

Agencies that pair social‑first production with data‑driven insight are becoming especially relevant to oil and gas firms operating in high‑visibility basins. The Right Now’s Now Studio, launched in 2025, emphasizes rapid‑turn, brand‑led content that is optimized for platforms where younger voters and local activists shape public debate. For Permian Resources, such capabilities can be used to communicate safety practices, environmental performance and local hiring initiatives with tailored creative that aims to reduce misinformation and build trust at the community level.

The emphasis on measurable outcomes is central to why operators consider external communications a strategic function rather than a marketing afterthought. Energy companies increasingly demand campaigns with quantifiable metrics — sentiment shifts, permit outcomes, hiring funnel improvements — to justify outreach spend and to demonstrate social licence to operate. The Right Now’s award for strategic creativity and measurable client results exemplifies how next‑generation agencies position themselves as partners for shale producers navigating regulatory scrutiny and evolving public expectations.

Recognition of a Next‑Gen agency

Los Angeles‑based The Right Now is named NextGen Lifestyle Agency of the Year by The PR Net in the Feb. 4 announcement, with judges citing strategic creativity, campaign execution and cultural contribution. Co‑founders Sunny Jenkins and Eric Green say the prize reflects the agency’s work across media relations, influencer strategy, experiential partnerships and integrated storytelling.

Industry implications and agency plans

Judges review dozens of global entries, making the selection competitive, and the agency plans to leverage the recognition to expand client services and pursue strategic growth opportunities. For Permian Basin companies such as Permian Resources, the development highlights a growing market of specialist communications firms offering faster, culturally attuned messaging tools to manage local relationships and reputational risk.