Oil goes up. Oil goes down. Despite the importance of these moves to the health of the economy, eyes often glaze over. 

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There are loads of commentators talking oil every day so the instinct to tune out 'til something big happens is understandable. But there is a less obvious factor at work -- many business journalists don’t fully understand what drives oil price volatility, or how the changes affect them personally. That's a PR opportunity.

Oil is a commodity of course so supply and demand play their part. But its not the whole story — not by a long shot.

Everything from war to weather influences how much we pay for petrol. A slowdown in the construction sector can sink demand and therefore price, while a strike in the oil industry can cause prices to shoot up. A dip in the Pound can make crude imports more expensive. Political instability in oil-producing countries like Iraq can throttle supply, while Iran’s gradual return to major export markets opens up the faucets. A Polar Vortex slams the US east coast, with knock-on effects across the energy value chain. All these things go hand in hand with oil price volatility.

So — if you aren’t an established energy sector pundit or high-profile commodities analyst, how do grab media attention for your company's take on the complex story of oil price ups & downs?

Visually. This great infographic from Jones Oil gathers up the myriad of factors that affect the price of crude, cutting through huge complexity to tell a sophisticated story. 

Quickly, scan-ably, share-ably.