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Making the Business Case on Clean Water Issues to the Media

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If the new political reality has you itching to speak out in the media, this session is for you. Learn best practices from the front lines. Here's what you will learn:

How to find and approach journalists interested in what you have to say
How to make the strongest arguments for your policy agenda
How to use your company as proof for how policies affect business
Tips to enhance your credibility and confidence

Speakers:

Bob Keener - Deputy Director of Public Relations at American Sustainable Business Council

Dana Patterson - Communications Strategist at Princeton Hydro, LLC

Rita Yelda - Outreach & Communications Manager at Coalition for the Delaware River Watershed

Colton Fagundes - Policy Associate at American Sustainable Business Council

Published in: News & Politics
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Making the Business Case on Clean Water Issues to the Media

  1. 1. Making the Business Case on Clean Water Issues to the Media January 21, 2020 Advocacy & Media Training Webinar asbcouncil.org/webinars
  2. 2. • Represent over 250,000 businesses nationwide. • Over 250 direct member businesses. • Over 80 association members. • Wide range of sustainability issues. • Advocate at federal level and in state capitals. • Place Op-eds and Policy Statements in media. • Have Biz leaders be spokespeople to media on issues. • Bring Biz leaders to DC to testify & lobby Congress & Administration. ASBC’s Reach & Capabilities asbcouncil.org/webinars
  3. 3. Policy Associate at American Sustainable Business Council COLTON FAGUNDES asbcouncil.org/webinars
  4. 4. Deputy Director of Public Relations at American Sustainable Business Council . BOB KEENER asbcouncil.org/webinars
  5. 5. Outreach and Communications Manager at the Coalition for the Delaware River Watershed . RITA YELDA asbcouncil.org/webinars
  6. 6. Marketing and Communications Manager Princeton Hydro . DANA PATTERSON asbcouncil.org/webinars
  7. 7. • Understanding your power and influence with the media • Maximizing your impact with the media TODAY’S GOALS asbcouncil.org/webinars
  8. 8. • Business leaders are widely credible • Essential for business to counter typical right wing arguments on regulation, govt overreach, etc. • Your personal, professional credibility carries the day • Self-interest meets public interest WHY BE AN ADVOCATE asbcouncil.org/webinars
  9. 9. • The Message Context • Messages to Use… and to Avoid • Adding Your Personal Perspective WHAT’S THE MESSAGE asbcouncil.org/webinars
  10. 10. THE USUAL FRAMING OF THE DEBATE asbcouncil.org/webinars Environment Jobs
  11. 11. WE ARE CHANGING THE DEBATE asbcouncil.org/webinars New, innovative, triple- bottom-line, business Old, stuck-in- the-past extractive, polluting business
  12. 12. • Create more jobs • Use resources sensibly, so they last for the long term • Promote innovation • Make the U.S. more competitive • Make the economy more efficient and dynamic • Promote “creative destruction” of outmoded, polluting industries and practices MAKING THE BUSINESS CASE asbcouncil.org/webinars
  13. 13. • “My business depends on clean water in the community where we are located. Here’s how…” • “Algae blooms during the past few years have really hurt my business.” • “My business suffers when we can’t achieve the quality we want if the water we use is even the slightest bit off.” EXAMPLES asbcouncil.org/webinars
  14. 14. The best communications happen when you bring together your values and your commitment to bottom line success in a compelling personal message: • “I’ve run my business for 15 years and I know that improving the water quality in my community has helped it grow.” • “We have X number of employees, all of whom live in the watershed region. They need clean water to go about their daily lives and be productive at work.“ LEVERAGE YOUR CREDIBILITY AS BUSINESS LEADER asbcouncil.org/webinars
  15. 15. Messages of compassion that are unrelated to your business identity should be used sparingly: • “It breaks my heart to think that our children and grandchildren won’t be able to enjoy the lake the way we do now.” Those messages are best left to environmental activists and others. Leverage your power as a business leader. AVOID NON-BUSINESS MESSAGES asbcouncil.org/webinars
  16. 16. Making the Business Case on Clean Water Issues to the Media Rita Yelda Outreach & Communications Manager Rita.Yelda@njaudubon.org 118 W. State Street, Trenton, NJ 08608 | (609) 427-3007 | www.DelRiverWatershed.org
  17. 17. How do I get the media interested? 118 W. State Street, Trenton, NJ 08608 | (609) 427-3007 | www.DelRiverWatershed.org Develop a press list Press “hooks”: conflict, prominence, impact, timeliness, exception, firsts, trends, experts Create your own press: website blog, social media accounts, e- newsletter, LTE/op-ed, etc.
  18. 18. What’s what? • Media Advisories • Press Releases • LTEs/op-eds • Media Pitch 118 W. State Street, Trenton, NJ 08608 | (609) 427-3007 | www.DelRiverWatershed.org
  19. 19. Anatomy of a Media Pitch 118 W. State Street, Trenton, NJ 08608 | (609) 427-3007 | www.DelRiverWatershed.org Source: michaelbelfiore.com • Refer to reporter’s previous work • Local/business “hook” • Catchy subject line • Comes from a real person • Timely information • Avoid jargon • Include a “call to action”
  20. 20. And then? 118 W. State Street, Trenton, NJ 08608 | (609) 427-3007 | www.DelRiverWatershed.org • Drive traffic to press hits • Promote on social media, e- newsletters, etc. • Thank the reporter
  21. 21. MAKING THE BUSINESS CASE ON CLEAN WATER ISSUES TO THE MEDIA DANA PATTERSON Marketing & Communications Manager Princeton Hydro @SustainADana AMERICAN SUSTAINABLE BUSINESS COUNCIL • JANUARY 21, 2020
  22. 22. OVERVIEW → Building Values-Based Narratives → Developing Your Story for the Media → Building Relationships → Best Practices
  23. 23. BUILDING VALUES-BASED NARRATIVES LEARN TO REMOVE YOUR PERSONAL BIAS! Value: Judgement of what is important in life → Preservation of redwood forests → Protecting water quality of the Delaware River Heuristic: Personal rule that explains how people make decisions, solve problems → fairness → transparency → consistency → familiarity → scarcity ● Anthropogenic ● Scientific ● Advocacy ● Ethics ● Sustainability ● Religious ● Environmental ● Social Justice ● Conservative ● Business ● Economic ● Resiliency
  24. 24. YOUR FIRM DID SOMETHING BENEFICIAL… WHO CARES? Think about the readers of your story (i.e. general public): ● Why is this important? ● What is the big picture? ● Historical information? ● How will it make their lives better? ● How is it relevant to the community? ● How does it relate to what people value?
  25. 25. CLEAN WATER IS GOOD FOR BUSINESS “Why is clean water important to our business and products? It takes 20 GALLONS of water to make ONE PINT of beer! PEOPLE VALUE BEER PEOPLE LEARN WHY WATER IS IMPORTANT TO THEIR BEER. PEOPLE WANT TO PROTECT WATER TO PROTECT THEIR FAVORITE BEER. MEDIA COVERS WHAT THE PEOPLE CARE ABOUT
  26. 26. SCIENCE MEDIA POLICY BUSINESS BELIEF/ COMMUNITY Accurate Dramatic Realistic Actionable Archetypal Qualifying Engaging Speaks to Need Speaks to Revenue Circumscribing Highlight Uncertainty Highlight Certainty Highlight Risk Highlight Benefit Highlight Certainty Cautious Certain Careful Candid Anthemic Build Case for Further Research Build Audience and Interest Build Constituency Build Business Case Build Following Objective Persuasive Popular Visionary Persuasive Generate Understanding Generate Ratings Generate Momentum Generate Shareholder Interest Generate Action Steer Clear of Policy Commit to a Conclusion Commit to Policy Recommendations Build Science-Based Business Scenarios Community Ethos DEVELOP YOUR STORY - LANGUAGE DETERMINANTS Source: Paul Lussier, Yale University
  27. 27. DEVELOP YOUR STORY - WORD CHOICE MATTERS
  28. 28. HYPOTHETICAL HEADLINE: Princeton Hydro Designs & Constructs 300 ft of Living Shoreline in Delaware Bay New Living Shoreline in Delaware Bay To Provide Coastal Resiliency on Delaware Bayshore Hundreds of Native Plants Installed to Protect 500 Cape May Homes from Future Flooding WHAT YOUR BUSINESS VALUES WHAT ENVIRO COMMUNITY VALUES WHAT PUBLIC VALUES
  29. 29. BUILDING RELATIONSHIPS ● Establish your firm as the go-to expert for a topic. ○ Make experts available to reporters. ○ Manage the interactions with your technical experts in a timely manner. ○ Track latest policy news and reach out if you can offer info into breaking story. ● Know the reporter’s interests and “beat” - stick to this. ● Offer new, credible research in your field to reporters as it is released. AND, tell them what it means/why it is important.
  30. 30. BUILDING RELATIONSHIPS Reach out via various platforms after you send the press release/advisory: ○ Email ○ Twitter ○ Instagram Direct Message ○ LinkedIn ○ Facebook Message ○ CALL THEM!
  31. 31. BEST PRACTICES ● Don’t just tout your own horn, unless it’s significant. ● Know your firm’s official position on various policies. ● If you don’t know the answer to the reporter’s question, tell them you don’t know, but you’ll find out! ● Ask for the reporter’s deadline. ● ALWAYS give credit to ALL of your project partners, funders, clients, etc & ask them for a quote if possible.
  32. 32. DANA PATTERSON Marketing & Communications Manager Princeton Hydro dpatterson@princetonhydro.com @SustainADana QUESTIONS?
  33. 33. • ASBC's Clean Water is Good for Business campaigns: https://www.asbcouncil.org/clean- water – Delaware River Watershed – home page and business case d: ocument – Mississippi River Basin – home page and business case document – General Clean Water is Good for Business principles sign-on page • Interview (video) with Market Garden Brewery on why clean water is important to brewing • Op-eds – NJ Brewers Association – Princeton Hydro MAKING THE BUSINESS CASE FOR CLEAN WATER asbcouncil.org/webinars
  34. 34. • This Administration’s EPA has been systematically dismantling and weakening aspects of the Clean Water Act, especially any rule changes that were made during the Obama administration • Attacks on Clean Water Act: • Limiting scope, so that CWA now does not apply to millions of miles of streams, and half of the countries wetlands • Weakening regulations on coal fired power plants • Weakening ability of states to review infrastructure projects that threaten water supply • Wastewater blending • Clean Water Resolution was introduced this month in the House of Representatives. POLICY ISSUE: CLEAN WATER ACT
  35. 35. POLICY REQUESTS FOR MEDIA: WATER INFRASTRUCTURE • Water infrastructure in many cities has not been upgraded for decades or longer, and significant investment is needed to ensure our continued access to clean water. • There are two federal funds to states for water infrastructure: • Clean Water State Revolving Fund • "Grey" stormwater and wastewater infrastructure and "green" stormwater infrastructure • Drinking Water State Revolving Fund • Water Quality and Jobs Protection Act (H.R. 1497) - would inject $16.68 billion into stormwater infrastructure investment over the next five years
  36. 36. POLICY REQUESTS FOR MEDIA: PFAS • This month, the House passed H.R. 535, a package of legislation dealing with PFAS contamination. • The Senate has said they will not consider, and the President has threatened to Veto! • Sign-on to our campaign here and stay up-to-date on future opportunities to engage: https://www.asbcouncil.org/companies-safer-chemicals-taking-action-pfas
  37. 37. POLICY REQUESTS FOR MEDIA: FUNDING • Appropriations – Budgetary process for 2021 starts in February • Infrastructure funds • Land Water Conservation Fund • Regional grant programs • e.g. Delaware River Basin Restoration Program, Greatlakes Restoration Initiative, Chesapeake Bay Program • More funding for Farm Bill Conservation programs that reduce agricultural runoff pollution
  38. 38. POLICY REQUESTS FOR MEDIA: STATE-LEVEL OPPORTUNITIES • Storm Water Utilities • Demand your State properly implement the Clean Water Act • Fund agricultural conservation program • Potential for innovative new rules, like a recent one in Minnesota state that requires farmers to limit fertilizer application on frozen ground • Implement regional/watershed-based planning: for example, restoration plans, watershed implantation plans, runoff effluent limits and regional stormwater utilities
  39. 39. Questions? OUTSIDE ADVOCACY TECHNIQUES asbcouncil.org/webinars
  40. 40. OUTSIDE ADVOCACY TECHNIQUES asbcouncil.org/webinars Bob Keener, Deputy Director of Public Relations, ASBC bkeener@asbcouncil.org Rita Yelda, Outreach & Communications Manager, Coalition for the Delaware River Watershed Rita.Yelda@njaudbon.org Dana Patterson, Marketing and Communications Manager, Princeton Hydro dpatterson@princetonhydro.com Colton Fagundes, Policy Associate, ASBC cfagundes@asbcouncil.org

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