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Communicating CSP’s Value:Generating Attention to Reach Critical
Audience Segments
CSP Today USALas Vegas, NVJune 26, 2013
Table of Contents
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1. Positive Growth, but Still an Uphill Climb2. Ways to Win Them Over/Best Practices3. Lessons Learned/Success Stories
Let’s Start With The Positives…
3 out of 4 Americans support the development of utility-scale
solar on public landshttp://www.seia.org/cs/news_detail?pressrelease.id=1670
Source of clean, reliable and
dispatchable power
Strong job creation potential
All projects, regardless of merit, need or value, start with varying degrees of opposition
• Property value and proximity to housing• Environmental issues• Land/Ag. use issues• Restrictive taxes & policies• Price of natural gas• RPS rollback attempts
What We’re Up Against
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Ways to Win Them Over:Five Campaign Components
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1. Create a strategic campaign playbook2. Use consistent message throughout your
organization3. Define what attacks you can live with4. Reach out proactively to grasstops and
grassroots5. Use multiple tools and channels to reach
various audiences
Ways to Win Them Over:Communications Planning Methodology
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Ways To Win Them Over: Building Grasstops Support
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• Outreach to elected officials• Press and editorial board tours, power
plant visits• Local business leader engagement• Local educational institutions
Ways To Win Them Over: Building Grassroots Support
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• Letters to the editor• Email campaigns• Flyering• Town halls and
workshops• Door-to-door
Ways To Win Them Over: Media Channels To Use
• Earned media• Paid advertising• Microsites• Social media• Peer-to-peer contact
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Ways To Win Them Over: Powermapping
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Grasstops• Interest group leaders• Local elected officials• 3rd party validators
Grassroots / Community• Local networks• Recreational networks• Church networks• Professional networks• Neighborhood networks
Senator, Chair, Commerce & Labor
Committee
Director, Governor’s
Office of Energy
County Commissioners
AssemblymanBLM Las
Vegas Field Office
Mayor
Area Chamber of Commerce
Executive Director, Nevada Cattlemen’s
Association
Neighborhood associations
Religious organizationsPresident, Sierra Club
Ways To Win Them Over: Powermapping the Grasstops
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The wind farm “means jobs and tax revenue for the local community and that of course, is good for this school district.”
Local school superintendent
Message and Messenger
Channels Outcome
• Local parents
• Residents concerned about the budget
• Property owners
Audience
• Local media outlets
• Community meetings
• Social networks
• Increased public support for your project
How It Works Together
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Lessons Learned: Be Clear & Consistent Across Channels
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Lessons Learned: Communicate Locally
“We've got sun in abundance here in the San Joaquin Valley. We must continue to strive to maximize our potential as food producers, but there's more than one way to fuel America's needs. And the valley's west side is the ideal place to do it.”
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Lessons Learned: Matching Tactics & Tools To Your Audience
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Ways to Win Them Over:Five Campaign Components
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1. Create a strategic campaign playbook through communications planning
2. Use consistent message throughout your organization
3. Define what attacks you can live with4. Reach out proactively to grasstops and
grassroots5. Use multiple tools and channels to reach
various audiences
