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1:NATIONALPRCAMPAIGNPROPOSAL

DraftfromRichPorter:4/25/11.EditedbyJohnDroz:1/23/12 CONFIDENTIAL PRAudiences:

Policy/Political LocalStateFederal Landowner/LeaseGrantor GeneralPublic(includingnonruralpopulation) TaxPayer UtilityRatePayer BusinessOwner Media Academics Students PRStrategy: CreateanationalprofessionalPublicRelations(PR)campaigntoeffectively communicatewiththeselectedaudiencesusingtargetedmessages.Havea consistent,positive,nationalmessage.BeFORsomething(e.g.Science),not AGAINSTsomething(e.g.windenergy).Beproactivevsreactive. TheminimumnationalPRcampaigngoalistoconstructivelyinfluence nationalandstatewindenergypolicies.Abroaderpossiblegoalisto constructivelyinfluencenationalandstateenergyandenvironmentalpolicies. Resolve:areourinterestsjustwindenergy,orbroader? Thegoalwillberealizedbycoordinationofafocusedmessagealongmany channelsandwithmultiplevoices.Theintentistotargettheidentified audienceswithconsistentmessagingtocreatepositivechange.Publicopinion mustbegintochangeamongcitizensatlarge.Createagrassrootsground swellfromwhichtheclamorforchangewillreachtheelectedofficialsand policymakers.

Themessagewillbedeterminedfromavarietyofanalysistechniques includinginputsfromlocalgroupsandotherswhohaveaninterestin spreadingthemessage.Themessagewillbetestedforresonancewiththe audiences,andthedynamicoftheaudienceshallbeperiodicallyassessed. Inadditiontohavetheappropriatemessage,itneedstobecommunicated optimally.Weneedtostudyandapplygoodcommunicationskills. Decidewhetherornotanationalorganizationisadvisableaswell(Part2). GoalsofthePRCampaign A)Causethetargetedaudiencetochangeitsopinionandactionbasedonthe messages. B)Providecrediblecountermessagetothe(wind)industry. C)Disruptindustrymessagewithcountermeasures. D)Causesubversioninmessageofindustrysothatiteffectivelybecomesso badnoonewantstoadmitinpublictheyareforit(muchlikewindhasdone tocoal,byturninggreentoblackandcleantodirty). UltimateGoal:Changepolicydirectionbasedonthemessage. SomePRTactics:

Mostofthiscouldbedonebyvolunteerswithouthavingaformalnational organization.Discusshowthiswouldworkandwhowouldhavewhat responsibilities. Considerjoiningforceswsomealreadyestablishedorganizationwherethereis substantialcommonalityandcommitment(e.g.ATI,Heartland,IER,CEI, Marshall,Brookings,Cato,Manhattan,AfP,FW,CFACT,ALEC,NAPAW,etc.). ProvidetrainingtolocalleadersregardingPR. Providelocalgroupssupportmaterials,likePowerPointtemplatestoputon

localeducationseminars,documenttemplatesforthemtofilewiththeirstate utilitycommission,etc. Haveahighqualityprofessionalbrochureavailableasahandout,that summarizesthesituationwithwindenergy(e.g.Rasmussen). Encouragecriticalthinkingfrommembersandthepublic. Developalistofexpertsfortestimonytogovernmentagencies,etc. Identifykeytopics(e.g.health)andgetvolunteerstoactasaclearinghouse forinformationandpostingtimelyinformationforactivistsonawebsite. Assignkeypeopletobemediainterfaces(thosewhoareknowledgeable,can thinkontheirfeet,camerafriendly,etc.) Coordinatemessagestoaddresslocal,stateandfederallevelsoflawmakers Createsomecatchphrasesofwindenergye.g.puffpower,breezeenergy. Setupavolunteerlobbyingefforttoreachkeylawmakers Identifyandconnectwithlikemindedgroupssuchastax,teaparty,true environmentalists,businessorganizations,propertyrightsadvocates,etc.

2:NATIONALORGANIZATIONPROPOSAL
SomeConsiderationsRegardingaNationalOrganization:

[Note:Thisisoptional.AlloftheabovePRwouldbedoneaswell,buthavinga fundednationalorganizationwouldallowforamorecomprehensivePReffort.] Decideonthepurposeofanationalorganization,andhowitwouldinterface withlocalgroups.(E.g.localwebsiteswouldprimarilyhaveinfopertainingto thelocalissues.Educationrewindenergywouldbehandlednationally.) Decideonthestructureofanationalorganization,andwherethefundswould comefromtosupportit. Createathinktanksubgrouptoproduceanddisseminatewhitepaper

reportsandscientificquotesandpapersthatbackupthemessage. Timelygatheringofinformationasitappearsinmediaoutletsonthissubject MediaOutreach&Response(communications)Committeewillcreateand coordinatemediacontactcampaigns.UsePRNewswireasthewindindustry doescurrently. Createadvertisingcampaignforradio,TV,andalternativemedia. Coordinatewithsignage,teeshirts,hats,bumperstickersetc Employawellknownspokesmanwithstarcredibility.(Findonetovolunteer?) Developcorporatepartnershipswherethemessagegoesontobags,signs, tentsandotheroutlets. Startagetpeopletalkingcampaign.Usecontroversytosparkideas. YouthOutreachwillcreateprogramforpublicschoolcoordinationaswellas collegecoordination.Thiswillincludecommunityactivityandparticipation withsponsorshipsforsciencefairs,schoolactivityetc.withpresetparameters thatcausestudentstosteerawayfromwindbecausetheydiscoveritdoesnt meetthecriteriawesetup(postercontest,essaysetc). Setupadummybusinessthatwillgointocommunitiesconsideringwind development,proposingtobuild400footbillboards. SocialMediaOutreachdirector/createcoordinationformessageonwebandin Twittertypeoutreach,YouTube,etc. Createcounterintelligencebranch(responsibleforcommunicatingcurrent industrytacticsandstrategiesasfeedbacktothisorganization) Ateaminvestigateslinkstoanyorganizationsupportingwindinorderto exposethatsupport. Providealternativesolutionsforpublicconsumptionaswellasrebrandingof thecurrentwindindustry?

Writeexposebookontheindustry,showinggovernmentwaste,harmto communitiesandothernegativeimpactsonpeopleandtheenvironment. Meme(selfreplicatingmessages)ResponseCoordinator (Thiswillhelpslowthememeeffectoftheindustry,forinstancewhena companyplacesasealshowingwindpowerwasusedtoproducetheproduct, weautomaticallyassignataxwastingsymboltotheproductandrecommend aboycottonthewebsite.Whenacompanyuseswindpowerasmarketing tool,orillustrationsuchasatoymanufacturershowingturbinesonthebox, weautomaticallycontactthemtotellthemwewilllistthemonthewebas activelyparticipatingindisinformationbyfavorablyshowingwindturbines) LegalDepartmentforcontractreviewandguidanceoncommunicationefforts, andalsotakingdevelopers(etc.)tocourtonvariousissuestocausemedia exposure.Maintainacomprehensivecollectionofcourtcasesonthissubject. Alsotoprovidelegalvoiceforthosewhohavenoneinthisissue.Developlegal strategiesthatcanbecopiedinotherareas.Takezoningboardstocourtto rezoneasindustriallandtocreatechillingeffectonsigningcontracts.Also sueforpropertyvaluelosstosmalllandholders,andusealllegalcasesto createmediaposterchildeffect.SuestatesregardingRPS.Suestateutility commissionwhodontdotheirjob.Etc. NationalOrganization:DetailsandNarrative TheminimumnationalPRcampaigngoalistoconstructivelyinfluence nationalandstatewindenergypolicies.Abroaderpossiblegoalisto constructivelyinfluencenationalandstateenergyandenvironmentalpolicies. Thegoalwillberealizedbycoordinationofafocusedmessagealongmany channelsandwithmultiplevoices.Theintentistotargetthreeaudienceswith consistentmessagingtocreatethechange.Publicopinionmustbeginto changeinwhatshouldappearasagroundswellamonggrassroots.The messagewillbedeterminedfromavarietyofanalysistechniquesincluding interviewswithlocalgroupsandotherswhohaveaninterestinspreadingthe message.Thosewhoholdopposingviewsmustalsobeassessed.The analysiswillincludescientificpollsaswellasfocusgroupstobeusedona

continuingbasisfromtimetotimetodirectandfocusthecampaignon messagesthatareusefultotheendgoal.Asperceptionschangeovertime,a barometermustbeusedtodeterminethosechangesandmakedynamic adjustmentsinthemessageandcampaign. ProposedStructureofaNationalOrganization Apaid,fulltimedirectorwillreporttoaboardonwhichthedirectorhasa votingseat.Thedirectorshallhaveonepaidexecutiveassistant.The organizationshallrelyonanetworkofvolunteerstatecommitteechairpeople whoaretocoordinateeffortstodisseminatethemessageinthestate.The chairpersonshallmakecontactsandmaintainthemwithvariousadhoc groupsthroughoutthestatethatwouldbenefitfromthecoordinatedmessage. Thedirectorshallmakeuseofinformationgatheringtechnologytostay abreastofdevelopmentsinthemediaandindustryandthencoordinate appropriatemessagesaccordingly.Thistechnologyshallincludea subscriptiontoNexis. Thedirectorshallalsodevelopandmaintaincontactsandcoordinatetheir actionsinregardstothemessage. Theorganizationshallmaintain501c3andPACstatusandshallcoordinate lobbyeffortsatthecongressionalandstatelevels. Thedirectorwillmakeuseofscientificresearchwhichisdesignedtogauge theresponsetothemessageandallowfortheadjustmentofthemessagefrom timetotime.Thesameresearchisalsotodeterminetheweaknessesin oppositionmessagesforthepurposeofexploitingthemtotheendgoalofthe campaign. NationalOrganization:DetailsandNarrative Thepurposeofanationalorganizationwouldbetodoabetter,quickerjobat constructivelyinfluencingnationalandstatewindenergypolicies.Abroader possiblegoalmightbetoconstructivelyinfluencenationalandstateenergy

andenvironmentalpolicies. Thegoalwillberealizedbycoordinationofafocusedmessagealongmany channelsandwithmultiplevoices.Theintentistotargetthreeaudienceswith consistentmessagingtocreatethechange.Publicopinionmustbeginto changeinwhatshouldappearasagroundswellamonggrassroots.The messagewillbedeterminedfromavarietyofanalysistechniquesincluding interviewswithlocalgroupsandotherswhohaveaninterestinspreadingthe message.Thosewhoholdopposingviewsmustalsobeassessed.The analysiswillincludescientificpollsaswellasfocusgroupstobeusedona continuingbasisfromtimetotimetodirectandfocusthecampaignon messagesthatareusefultotheendgoal.Asperceptionschangeovertime,a barometermustbeusedtodeterminethosechangesandmakedynamic adjustmentsinthemessageandcampaign. Theamountoftimeandenergythecampaignwillconsumewillnecessarily requireaminimumoftwopaidpositionswithconsiderationfortheadditionof otherpaidpositionsasthecampaigngrowsandisabletogarnermore funding.Adirectorwillbeappointedbyaboard,onwhichthedirectorshall makematerialcontributionstothedirectiontheboardtakesinitsapproach. Thedirectorshouldhaveatleastoneadministrativeassistantpaidtohelp withworkloads.Theworkloadofthedirectorwilllikelyexceed60hoursper weekandmoreiftravelisincluded.Atravelbudgetshouldalsobeplannedto allowthedirectortomeetwithkeypersonsinthevariousstateswherethe campaignwillbecomeactive. Thedirectorpositionassumesthatvolunteersarereadyandwillingtobegin servinginvariouscommitteepositionsassoonaspossible.Thebeginning committeescanbeconstitutedbyaboardvoteandshouldincludethe followingforimmediateactivation: Media Science RegionalStateCoordinators Networking Political/Lobby GroupPolicy

Thegrouppolicycommitteewilldecidethekeymessagesandfocusandwill usedatafromanalysisandresearchtomakeitsdecisions.Thedecisions fromthiscommitteewillbeusedtoguidetheeffortsoftheorganizationin communicatingwiththeprospectiveaudiences.Thiscommitteeisresponsible foranalyzingandrespondingtothedynamicsoftheaudiencesovertime,and iskeytosuccessfullyimplementingthestrategybyidentifyingthecorrect argumentsandtoneforresonanceamongtheaudiences. Themediacommitteeisresponsibleforimplementingthemessageina varietyofmediaresourcesincludingtraditionalmedia,newmedia,social mediaandnetworking.Thiscommitteewillalsoberesponsibleforusing analysistodeterminethemostappropriatepackagingofthemessageforthe variousoutlets.Itshouldconsiderwhatchannelsandvoicestouseineach instance.Thiscommitteewillhavetheresponsibilityofmessageintegrity, thatis,thecontinuityofmessage.Thecommitteewillneedresourcesfor messagepositioningaswellasutilizingfreemessageplacementtechniques. Thesciencecommitteewillberesponsibleforassemblingadirectorateof scientistswiththepropercredentialstobeacceptedbymainstreammedia. Thosecredentialsarealsoimportantinmakingthescientificmaterialharder totargetandmoredifficulttoteardownbytheopposition.Thiscommittee willcoordinatewiththedirectoratetodevelopahighlyrespectablecollectionof scientificwhitepapersandreportsthatareconsistentintheirapproachto supportingthemessageschosenasmostlikelytosucceed.Thiscommittee willprovidewellrespectedscientistsformediaandpoliticalsymposiumstobe conductedtofurtherestablishthemessages.Theywillcoordinatetheirefforts withothercommitteeswhosedutieswillincludedisseminationofthescience.

Thestateandregionalcoordinatorswillbevolunteersappointedtoregional positionstoremainincontactwiththestateleadersintheirarea.Theywill ascertaintheneedsofthestateandalsolocalcampaignsandberesponsible forregularlyreportingthoseneedstotheorganizationsotheycanbe addressed.Theywillalsoberesponsibleforcoordinatingtheflowof informationintwodirectionsbetweentheorganizationandthestate.They shouldholdamonthlymeetingwhereroundrobininformationsharing assurestheflowofinformationupintotheorganization.Thecoordinatorswill

alsoindividuallyberesponsibleforreachingoutweeklytotheirstatecontacts tomaintainacurrentpictureofthesituationontheground,andshould communicateanyurgentstateneedsdirectlyuptothedirectorwhoshould thencoordinatetheappropriateresponse.

Thenetworkingcommitteewillberesponsibleforcoordinatingtheresponse ofnetworkedgroupswithlikemindonourmessage.Thesewillincludethetea party,antitaxleaguesandutilityrategroupsaswellasgovernmentwatch dog,antiwastegroups.Thiscommitteewillhelpspreadourmessagetothe networkgroupsandthengatherfeedbackastotheirinterestsandneedsfor furtherinformationfromtheorganization.

Politicalandlobbycommitteeisthecoordinatingarmforthemessagegoing toelectedofficialsandcontactwiththeminthecapacityoflobbyefforts.This groupideallywillbeabletopresentagroundswellofpublicopinionin additiontofactsthatsupportthemessage.Thelobbyeffortswillinclude targetedoppositiontocurrentbillsthatcontinuethepolicythisorganization opposes.Acoordinationwiththesciencecommitteeisimportanttoprovide factsforlawmakersinaformattheycanunderstandeasily. Theorganizationwillneedfundingandarecommendationof$750,000for seedandstartupisprobablyarealisticnumber.Printedmaterials,mailing, andthecreationofamediapacket,plusphoneandcomputerlinksand informationservices.Travelwillbenecessaryaswell.Thedirectorshould receiveasalaryofnotlessthan$80,000peryearwithanassistantreceiving $35,000peryear.ThedirectorshouldhaveexperienceinPRandmediawith theappropriateunderstandingofmarketingtechniques.Highlevelof creativityindevelopingmediastrategies,withemphasisonwritingand communications.Thispersonmustthinkoutsidetheboxandbewillingto usethelatestunderstandingofPRtocounteracttheopposingmessageand strategyacrossabroadrangeofaudiences. Thisisarecommendationtohireaprofessionalfundraiserresponsiblefor coordinatingdonationstoboththe501c3andPac.Thefundraisingefforts FundingforaNationalOrganization

shouldbeseparatedfromthedutiesofthedirectorsoasnottointerferewith thedaytodayactivitiesneededtokeepthecampaignmovingforward. ExampleScenario(foraNationalOrganization) Inthisexample,thegrouppolicycommitteehasidentifiedthataparticular billprovidingfundingfortheoppositionhasbeenadvancedtocommitteefora hearing.Policycommitteehasaskedforacoordinatedefforttostopthe progressofthefundingmeasure. First,thelobbycommitteeusestheircontactstobeginacampaignfromthe insideagainstthebillwithphonecallsandprivatemeetings.Theymeetwith severalstafferswhosuggestthatthebillisbeingsupportedbecauseithas beenmovedasgreenlegislationandseveralcommitteemembersareafraidto opposeitonthatbasis.Thelobbycommitteereportsthistomediaand scienceforfurtheraction. Themediacommitteedecidestouseafullpageadvertisementinthe WashingtonPostasamethodofcommunicatingthenotsogreentruthto congress,andatthesametimecoordinatesaspecialinterviewandstoryfrom ascientificpointofviewthatillustratesthedirtysideoftheindustry.Atthis sametime,thesciencecommitteeholdsapressconferencetoannouncethat theindustryisusingdishonestyandgreenwashingasacoverforwhat amountstocorporatewelfare. ThemessageisalsorepeatedinWashTimes,WSJ,Foxandothersources. Stateregionalcoordinatorsaretappedatthistimetoprovidealetterwriting campaignfromthegrassrootsaskingthekeylegislatorstobackawayfrom thefundingmeasure.Thiscampaignisalsoechoedinvariousdirectorate groupscoordinatedfromtheorganizationincludingteaparty,antitax leagues,etc. Thecoordinatedeffortstretchesacrossmultichannelsandmultivoices, andappearstocomefromasmanyasadozenseparatesources,butthe

messageisthesameandstaysonpoint.Thecreatedbarrageofvoices providesenoughcoverthattheelectedofficialshaveawaytovotenobecause theycanclearlyseetheyhavesupportforourposition.

CONCLUSION
AmoreconsistentprofessionalPRcampaignisanabsoluteimperative.With welloverahundredUSlocalgroupsfightingthesameissue,itisclearly advisablethatthesepeoplebeonthesamepage.Whatsensedoesitmakefor eachofthesegroupstobereinventingthewheel,andduplicatingefforts? Thereareseveraloptionsastohowthiscanbeimplemented,rangingfromthe informaltotheverystructured. Thelowcostalternativeistocontinuetorelyonvolunteers,andnottohavea nationalorganization.Thatcanwork,toadegree,buttherestillisacritical needforthenumerouslocalgroupsacrossthecountrytoworkmoreclosely together.Exactlyhowthatcanbebestdoneiswhatneedstoberesolved. Themorehighendapproachwouldinsurethewidestdistributionofthebest messagebutwillrequireconsiderabletimeeffortandfunding.Anational organizationcannotbeaccomplishedwithoutfulltimepeopleworkingto coordinatelocalefforts.Arewepreparedtocommittothatoptionatthispoint? Establishinganationalorganization(ifthatisthechosenroute)shouldbe viewedasalongtermproject.Athreeyearplanshouldbedevelopedthatcan offersometimetableforexpectedresults.Duetothesizeofthisundertaking, thisplanshouldincludearolloutperiodwhereatestoftheorganizationcan bemadeinasinglestateorregionofstatesfirst,beforegoingtoanational format.