IPAA has guided the U.S. independent sector through many challenging times while representing producers’ interests in Washington, D.C. As the world changes, IPAA will adapt to new demands and opportunities, providing the energy that America needs and the facts America deserves.
JEFF ESHELMAN, President and Chief Executive Officer, IPAA.
Since its founding in 1929, the Independent Petroleum Association of America (IPAA) has been a cornerstone of advocacy for independent oil and natural gas producers in the United States. Representing approximately 6,000 members, who drill about 90% of America’s oil and gas wells, the IPAA has played a pivotal role in shaping energy policy and public perception.
Reflections. It was 31 years ago (to the day that I write this article, Aug. 15, 1994) that I started a job as a communications assistant at IPAA. Back then, Denise Bode of Oklahoma was president, George Alcorn of Alcorn Exploration (Fig. 1) was our chairman, and Lew Ward of Ward Petroleum was our vice chair. Since then, I’ve worked for about a dozen amazing chairmen (and one amazing chairwoman, Gigi Lazenby).
In those mid-1990s, we communicated IPAA’s advocacy messages—to policymakers, the public and industry—much differently than we do today. We thought we were very “high tech.” I remember being the last one in the office on a Friday night, to send out IPAA’s Weekly “News Fax” to our members. The facsimile machine (we still have one today) was quite revolutionary. Every August, we held “Wildcatters’ Week” to educate lawmakers and their staff about the industry. We would even set up a rig and pumpjack on the National Mall, by the Washington Monument, Fig. 2. Legendary NBC Today Show host Willard Scott broadcast his weather forecast from our popular event.
Unfortunately, the U.S. Park Service doesn’t allow such a display anymore. And so, we adapt. Who knew how far technology would grow, and advance IPAA’s advocacy and communications efforts.
The Evolution. In the mid-1990s, the IPAA was already a well-established voice for independent producers—small to mid-sized companies. The period following 1994 was marked by significant shifts in the energy sector, including technological advancements, regulatory changes, and growing environmental concerns. The IPAA focused on advocating for policies that supported domestic energy production, emphasizing energy security, job creation, and economic stability, Fig. 3.
We saw the advent of the “super independents.” Leaders like Larry Nichols at Devon Energy, who was IPAA’s Land and Royalty Committee chairman. I remember helping to prepare him for news interviews and testimony on the Royalty Simplification and Fairness Act, along with IPAA’s longtime legal aide, Poe Leggett. That act passed and was signed into law by President Bill Clinton (Fig. 4)—amazing, a Democrat signing a pro-oil and gas bill—coincidentally during the 1996 Republican Convention (where IPAA had a great presence.)
During the 1990s, the IPAA prioritized issues like tax incentives for exploration and production, access to federal lands for drilling, and resistance to overly restrictive environmental regulations. The association’s efforts were critical in the context of volatile oil prices and the aftermath of the 1990-1991 Gulf War, which underscored the importance of domestic energy independence. The IPAA’s communications during this period relied heavily on traditional channels—press releases, industry publications, and direct lobbying in Washington, D.C.—to influence policymakers and regulators.
IPAA championed a movement to address national security because of our reliance on foreign oil—even forcing President George H. W. Bush (a former IPAA board member) and his Commerce Department to launch a determination that this was, indeed, a serious concern.
The Strength. The early 2000s brought new challenges, including heightened scrutiny of the oil and gas industry’s environmental impact. The IPAA responded by strengthening its advocacy for independent producers, who often lacked the resources of major corporations to navigate complex regulatory landscapes. The association emphasized the economic contributions of its members, noting that independent producers supported millions of jobs and contributed significantly to local economies. By 2005, the IPAA was actively engaging on the Energy Policy Act, which included provisions against certain fracing activities from federal water regulations—a win for the industry but a flashpoint for environmental critics.
The New Era of Advocacy Communications. The rise of hydraulic fracturing in the mid-2000s transformed the U.S. energy landscape, unlocking vast shale gas and oil reserves. However, fracing also sparked intense public and political debate, fueled by “documentaries” like Gasland and concerns about so called “flaming faucets,” water contamination, methane emissions, and seismic activity. In response, I founded and launched “Energy In Depth” (EID) in 2009 – a revolutionary online platform (www.energyindepth.org), Fig. 5. Its purpose, which continues today, is to be the premiere rapid response, research, and communications campaign to defend and promote the industry, particularly fracing. In response to the scathing Gasland movie, EID produced its own film called Truthland, which followed a Pennsylvania schoolteacher, who set off on a mission to find her own facts about the industry—and what she found was very positive and impactful.
Over the years, EID has positioned itself as the leading grassroots initiative representing independent producers. Its mission: to educate the public, policymakers and journalists about the safety and benefits of shale development, emphasizing job creation, energy security, and technological advancements in reducing environmental impacts.
EID’s early communications strategy was aggressive and multifaceted. The campaign continues to produce fact sheets, videos, infographics, and detailed reports debunking claims about fracing’s risks. EID has scrutinized the funding and motives of anti-fracing groups, such as the Park Foundation, which orchestrated coordinated campaigns against the industry. By leveraging blogs, social media, and partnerships with industry-friendly online outlets, EID continues to shape public narratives and provide a counterbalance to environmentalist critiques.
Since its inception, EID has evolved into a sophisticated communications platform, adapting to the digital age and the growing influence of social media. By the mid-2010s, EID had established regional branches, such as EID Mountain States, EID Appalachia, EID Permian and EID Ohio, to address local concerns and tailor messaging to specific shale plays like the Marcellus and Bakken formations. These branches allow EID to engage directly with communities affected by drilling, providing localized data on economic benefits and environmental safeguards.
EID’s website platform is a central hub for truthful industry content, offering resources on topics like methane emissions, climate change, and grid reliability. For instance, EID Climate, a dedicated section, highlights the industry’s role in reducing U.S. greenhouse gas emissions, citing Environmental Protection Agency data that show a decline in emissions despite increased oil and gas production. Recent posts have celebrated the dismissal of climate lawsuits in states like Maryland and criticized anti-fossil fuel campaigns, such as California’s failed “Climate Superfund” bills. EID also promotes the role of natural gas in supporting renewable energy integration, arguing that gas storage enhances grid resilience during peak demand.
As I mentioned before, IPAA and EID have been particularly effective in rapid response communications. When investigative outlets like ProPublica published reports on fracing’s environmental risks, EID issued detailed rebuttals. Similarly, EID has targeted climate litigation, framing it as “lawfare” designed to burden the industry with costly legal battles. A notable example is its coverage of a 2025 Delaware court decision dismissing a climate lawsuit, which EID hailed as a victory for energy producers and taxpayers.
IPAA’s team, including Jennifer Pett Marsteller (IPAA’s Senior Director of Public Affairs and Communications) and Lee Fuller (EID’s former executive director and IPAA’s former executive vice president) have bolstered EID’s outreach through media engagement and digital campaigns. And all this is thanks to IPAA’s partnership with FTI Consulting, which executes the program on a round-the-clock basis.
I must be honest, EID’s aggressive tactics have also drawn scrutiny. Its fire-fight with environmental organizations, journalists, and even academic researchers has been criticized as attempts to silence dissent. Environmentalists argue that EID downplays legitimate concerns about fracing, such as groundwater contamination and methane leaks.
In truth, however, EID’s efforts have never been to silence the critics, just to “call them out” and correct their gross misinformation campaigns.
The Adaptation to a Changing Landscape. Since the early 2010s, IPAA and EID have navigated a rapidly evolving energy landscape. The rise of renewable energy, coupled with growing public demand for climate action, has allowed industry to address its environmental footprint. EID has responded by emphasizing innovations like carbon capture and methane monitoring, positioning natural gas as a solution to a lower-carbon future. Posts on EID’s website highlight industry efforts to reduce emissions, such as the adoption of electric fracing fleets and investments in hydrogen.
The IPAA has also adapted its advocacy to address broader policy challenges, Fig. 6. With U.S. crude oil production nearly doubling from 2009 to 2015, Congress repealed the crude oil export ban in December 2015—allowing the free export of U.S. crude oil worldwide. Again, a Democrat, former President Barack Obama, signed this into law. Thought: sometimes politics don’t outweigh science and facts—or party lines. And every year, we host the “Congressional Call Up” to connect out members with leaders in Congress, their staffs and federal agencies.
In recent years, IPAA has pushed for expanded offshore and onshore federal leasing, streamlined permitting processes, and tax policies that support small producers. The passage of this year’s “One Big Beautiful Bill,” which included provisions for offshore energy development, was a significant victory for the IPAA’s lobbying efforts, Fig. 7.
However, the broader push for a decarbonized economy poses long-term challenges. To remain relevant, IPAA and EID must emphasize the role of natural gas in complementing renewables, particularly in ensuring grid reliability during extreme weather events.
The Future. Over my past three decades at this association, the IPAA and EID have been formidable advocates for independent oil and gas producers, shaping policy and public perception in a contentious industry. Since those early days and late nights at the IPAA fax machine, the IPAA has evolved from a traditional trade association into a dynamic force, leveraging rapid-response communications and digital tactics to counter opposition and promote the benefits of domestic energy production. Our efforts—and those of the entire, diverse American oil and natural gas industry—have secured policy wins and influenced public discourse.
As of 2025, the IPAA and EID continue to navigate a complex landscape, balancing advocacy for fossil fuels with the realities of a transitioning energy sector. Our ability to adapt to these challenges—through innovative communications, targeted lobbying, and engagement with emerging technologies—will determine our influence in the years ahead. We remain critical players in the fight to define America’s energy future, championing the role of independent producers in a rapidly changing world.
I see a good, but challenging future, for IPAA and the upstream sector. But as the world changes, so will we adapt. Yet, natural gas and oil will remain a strong fuel source for this changing world.
As you all know, the advent of data centers, bitcoin mining, artificial intelligence and new technological advancements will create new demand opportunities.
IPAA, and Energy in Depth, will be there to provide the energy America needs and the facts. WO
C. JEFFREY ESHELMAN, II, is president and chief executive officer of the Independent Petroleum Association of America. IPAA is the national trade association representing the 6,000 independent U.S. companies that drill 90% percent of America’s oil and natural gas wells. He is also the founder and president of Energy in Depth, the industry’s rapid response, research and communications coalition. Mr. Eshelman is immediate-past chair of the Natural Gas Council, a coordination group of several industry associatons. He is a member of the U.S. Chamber of Commerce’s “Association Committee of 100 (C100),” as well as a member of the Council for a Secure America’s Partnership Society. In his previous role as COO of IPAA, he oversaw the public affairs and communications, administration, membership, IT and finance departments. In his 25-plus years in the oil and natural gas industry, Mr. Eshelman also has managed the communications programs of the Petroleum Technology Transfer Council and the National Stripper Well Association. He has worked for three national and global public affairs firms. Other professional experience includes The White House Office of National Drug Control Policy, the Department of Defense and the U.S. House of Representatives. Mr. Eshelman is an honors graduate (political communications) of The George Washington University.