Lobbying Case Study

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Case study of the Alliance for Climate Protection as part of my Specialised PR course work for a Diploma in Public Relations. The presentation looks at the organisation and it's activities, key …

Case study of the Alliance for Climate Protection as part of my Specialised PR course work for a Diploma in Public Relations. The presentation looks at the organisation and it's activities, key publics, tools and techniques and goals.

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  • 1. Lobbying Case Study The Alliance for Climate Protection European Institute of Communications Diploma, Public Relations Christopher Mehigan June 29th, 2009 Friday, 17 July 2009
  • 2. Campaign Brief Friday, 17 July 2009
  • 3. Founded in 2006 by former US Vice President and Nobel Laureate, Al Gore. Friday, 17 July 2009
  • 4. Engaging individuals, communities and governments across the world to demand their political, business and community leaders address the issue of climate change Friday, 17 July 2009
  • 5. Committed to igniting public action to help solve the climate crisis 2006 A bold plan to Repower America with 100% clean 2008 electricity within 10 years. Raising awareness of the reality of the coal industry Friday, 17 July 2009
  • 6. Friday, 17 July 2009
  • 7. Outline of Principle Objectives Friday, 17 July 2009
  • 8. [...] the importance and urgency of adopting and implementing effective and comprehensive solutions of the climate crisis. Friday, 17 July 2009
  • 9. Moving the USA past a tipping point, beyond which the majority of leaders in both major political parties and all sectors of civil society compete to offer genuinely effective proposals [...] that will sharply reduce emissions of greenhouse gas pollutants. Friday, 17 July 2009
  • 10. Creating a critical mass of public opinion in support of active US participation in the international effort to enact a genuinely effective new treaty to reduce global greenhouse gas pollution Friday, 17 July 2009
  • 11. Generating overwhelming support - within the US and around the globe - for new American leadership in the international efforts to solve the climate crisis Friday, 17 July 2009
  • 12. Persuading individuals, families, communities, states, corporations, and other organisations to begin to quickly and meaningfully reduce their own global warming pollution - and to offset the remainder - in order to become “carbon neutral”. (c) TDR1 Friday, 17 July 2009
  • 13. Not interested in institutional longevity for its own sake, we expect that once these objectives have been met, other established organisations can carry on the work as necessary and that the Alliance will no longer need to exist as a stand alone entity. Friday, 17 July 2009
  • 14. ©2008 The Alliance for Climate Protection. Target Publics The American Public The Wider Public Business Leaders Politicians Legislators Community Leaders Academics Media Friday, 17 July 2009
  • 15. Tools and Tactics Used Friday, 17 July 2009
  • 16. Unprecedented in scale for a public policy issue, the Alliance for Climate Protection’s “We” Campaign draws from the best practices of successful commercial, social marketing and political campaigns. The We Campaign combines advertising, online organizing and partnerships with a diverse and growing group of grassroots organizations, to educate the American public on the urgent need to solve the climate crisis and activate them to demand real solutions from elected officials Friday, 17 July 2009
  • 17. Unprecedented in scale for a public policy issue, the Alliance for Climate Protection’s “We” Campaign draws from the best practices of successful commercial, social marketing and political campaigns. The We Campaign combines advertising, online organizing and partnerships with a diverse and growing group of grassroots organizations, to educate the American public on the urgent need to solve the climate crisis and activate them to demand real solutions from elected officials Friday, 17 July 2009
  • 18. Advertising Campaigns Speaker Nancy Pelosi (D) and Speaker Newt Gingrich (R), Washington, DC It’s American to disagree. It’s also American to come together in the face of a challenge. And few challenges are as urgent as global climate change. Take one minute to join us at œecansolveit.org and add your voice to millions of others.Together we can solve the climate crisis. Speaker Nancy Pelosi (D) and Speaker Newt Gingrich (R), Washington, DC It’s American to disagree. It’s also American to come together in the face of a challenge. And few challenges are as urgent as global ©2008 The Alliance for Climate climate change. Take one minute to join us Protection at œecansolveit.org and add your voice to millions of others.Together we can solve the climate crisis. Friday, 17 July 2009
  • 19. Advertising Campaigns You It’s too big for one person to solve. It’s going to take all of us, working together. The good news is, the can’t solutions already exist. But the only way œe’re going to get them is by sending solve a powerful message to our corporations and our government. More than the a million people, from all walks of life and across the political spectrum, have already come together to climate make their voices heard. Now œe need you. Take one minute to join us at crisis œecansolveit.org. Because you can’t solve the climate crisis on your own. ©2008 The Alliance for Climate Protection. Friday, 17 July 2009
  • 20. Spokes-person Former US Vice President Al Gore Long standing campaigner for environment Guest speaker at TED conference in 2006, 2008, 2009 2007 awarded the Nobel Peace Prize along with the IPCC for his work raising awareness of climate change (c) world economic forum 2005 Friday, 17 July 2009
  • 21. A Global W AR N ING Released in 2006 to wide critical acclaim Academy Award for best documentary 2006 Stimulated widespread debate and calls for action Well received politically and credited for stimulating debate what has changed ... is a feeling that we have entered a period of consequences :Al Gore Friday, 17 July 2009
  • 22. Online Tools Strong online community established Provision of various “Calls to Action” Online community is organised, connected and deployable Friday, 17 July 2009
  • 23. Similarity to 5 key rules Friday, 17 July 2009
  • 24. 1) Determine the Inequality • No longer an inequality • Previously may have focused on amount of investment in Renewable Energy • Combating Climate Change is now a Global Movement • Inaction can lead to environmental, economic and humanitarian consequences Friday, 17 July 2009
  • 25. 2) Demonstrate the inequality • Unique Global aspect to the issue • Subject to worldwide scientific scrutiny • Intergovernmental Panel on Climate Change (IPCC) reports • Stern report (UK) economic cost • Kyoto accord / Bali action Plan • Demonstrating the existence of actual solutions and alternative technologies and practices Friday, 17 July 2009
  • 26. 3) Dramatise the Issue • An Inconvenient Truth • Ongoing advertising and media campaigns • Al Gore still advancing the issue and informing people • Continued appearances on international stage (TED) Friday, 17 July 2009
  • 27. 4) Have it Brought to Issue • Use of community to lobby politicians • Focussed communication campaigns to keep politicians and companies in the spotlight and held to account • Promotion of businesses leading with alternative solutions Friday, 17 July 2009
  • 28. 5) Anticipate the Recourse to Principle • Fact - removed (IPCC 4th Assessment Report) • Intent - irrelevant: campaign is not seeking to blame for previous actions, seeks to hold to account for continuing actions • Means - Highlighting new technologies / demonstrating technological, fiscal and environmental benefits (tackling the economy and the environment) • Capacity - targeting all sectors, bringing together actors • Right - Moral issue - about the future which we all have a stake in Friday, 17 July 2009
  • 29. Success or otherwise of Campaign Friday, 17 July 2009
  • 30. • We Members Forward National Dialogue with Letters to the Editor • Thousands Urge the Press to Ask Questions on Global Warming • Stunning Response to Calls for a Global Treaty • State Department Feels Public Pressure in Run-up to Climate Conference • Florida Governor Raking on Climate Change • Colorado Voters Pass Renewable Energy Standards; Governor Doubles Them! • Wind Energy Is Replacing a History of Oil in One Texas Town Friday, 17 July 2009
  • 31. END Christopher Mehigan June 29th, 2009 Friday, 17 July 2009