In the Canadian press briefing I went to Mr Kent twice described the tar sands industry as "responsible and sustainable" - a phrase that garnered a fair amount of comment when I tweeted it.
But not before one of them was able to claim that while the minister was on record as saying he would defend the tar sands industry, "I have yet to hear him say that he's here to defend my future".
Failure to adapt to the rapidly changing methods of media distribution will leave the clueless wallowing behind like mastodons in the muck of a Pleistocene tar pit (about as slow and agonizing of a death as I can imagine).