Messaging that works on climate and energy
Here's one story about strategic messaging that everyone concerned with advancing good energy policies should read. Or, as KySEA participant Tona Barkley said last week, "We should tattoo this information on our wrists!"
Frank Luntz, a well-known Republican pollster who designed communications strategies to defeat environmental initiatives in the 1990's, recently issued a report about messages that resonate with Americans about climate change and energy policies. Here are the punch lines:
- A substantial majority of Americans (including majorities in both major parties) accept the reality of climate change and want to make progress in addressing it.
- What the public wants are "forward looking, no-regrets solutions."
- The focus of messaging should be on the benefits of taking action.
- The four benefits the public values most are: energy independence, good health, American jobs, and accountability for businesses and corporations.
The final slide in Luntz's report proposes that people begin using the following basic messages:
If we do it right, we get cleaner air.
We get less dependence on fossil fuels and enhanced national security.
We get more innovation in our economy.
More jobs, and more sustainable jobs.
And that’s if the scientists are wrong.
If the scientists are right, we get all of those things, and begin to solve what could be the most catastrophic environmental problem that any of us have ever faced.
That’s a pretty good bet to make -- because it’s a ‘No Regrets’ strategy.
It doesn’t mean it’s easy. But it means if we do it, and do it right, we get all of those benefits out of this policy approach. We think that’s why it’s the right thing to do.
What do you think?