A presentation by Litos Strategic Communication to the Smart Grid Road Show, November 4th, 2009.

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2. I N T R O D U C T I O N
Mark
Litos
• President,
Litos
Strategic
Communica(on
• U.S.
Department
of
Energy’s
Smart
Grid
outreach
agent
5/29/12
GreenTechMarke(ng.com
2

3. O U R
C H A L L E N G E
To
effec%vely
communicate
this
seismic
change
and
its
expected
benefits
• “Big
picture”
• In
varying
degrees
of
specificity
for
key
stakeholders
– As
defined
by
DOE
Consumer
Advocates
Regulators
Environmental
Groups
Technology
Providers
Policymakers
U(li(es
• Over
(me
• Developing
an
online
strategy
• Overarching
informa(on
and
educa(onal
outreach
5/29/12
LitosSC.com
3

4. C O M P O U N D I N G
O U R
C H A L L E N G E
• Everyone
has
“a
dog
in
the
fight”
– From
GE
to
IBM
to
Siemens,
etc.,
etc.,
etc.
• By
and
large,
“good
dogs”
– But
every
Smart
Grid
agenda
from
the
private
sector
has
a
different
(lt
– Many
will
lead
you
to
believe
that
the
Smart
Grid
will
be
fully
opera(onal
by
the
(me
you
get
home
tonight
• Not
to
men(on
literally
billion$$$
of
reasons
(courtesy
of
ARRA)
for
them
to
tell
their
story
first
5/29/12
LitosSC.com
4

5. C O M P O U N D I N G
O U R
C H A L L E N G E
( C O N T I N U E D )
• By
mandate,
DOE
must
increase
awareness
of
the
Smart
Grid
and
Smart
Grid
ac%vi%es
– EISA
2007,
Title
XIII
• However,
it
can
play
no
favorites
in
terms
of:
– Specific
technologies
– Specific
providers
– Specific
outcomes
5/29/12
LitosSC.com
5

6. O U R
C O M M U N I C A T I O N
S T R A T E G Y
f o r
D O E
Educa%on
leads
to
awareness…awareness
to
advocacy…advocacy
to
adop%on
• Establishing
an
ecumenical
“voice”
– Unbiased,
rela(vely
jargon-­‐free
&
as
objec(ve
as
possible
• Crea(ng
an
informa(on
“safe
harbor”
– Giving
the
media
an
informa(on
baseline
from
a
single
credible
source
– Careful
to
communicate
the
promise,
NOT
to
overpromise
Careful
to
clarify:
the
Smart
Grid
doesn’t
end
at
“smart
meters”
5/29/12
LitosSC.com
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7. T H E
E F F O R T
DOE
Smart
Grid
awareness
tools
developed
to
date:
• The
Smart
Grid:
An
Introduc(on
• Smart
Grid
Stakeholder
series
• SmartGrid.gov
• Smart
Grid
Demonstra(on
Project
reports
5/29/12
LitosSC.com
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8. T H E
S M A R T
G R I D :
A N
I N T R O D U C T I O N
• Release
Date:
September
2008
• Number
of
Copies
in
Circula%on:
Approximately
10k
• Purpose:
To
educate
and
increase
awareness
of
the
coming
Smart
Grid
• Per%nent
Facts:
– Launched
at
GridWeek
2008
– Available
online
at
SmartGrid.gov
and
www.oe.energy.gov
– Required
reading
for
introductory
Smart
Grid
course
at
Portland
State
University
5/29/12
LitosSC.com
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9. S T A K E H O L D E R
M E S S A G I N G
Together:
• To
realize
the
Smart
Grid,
we
must
all
par%cipate
Separately:
• Consumer
advocates,
professionals
appointed
to
protect
those
ci(zens
least
able
to
protect
themselves.
– Key
message:
“The
faster
we
move
toward
Smart
Grid,
the
more
rapidly
the
people
you
represent
will
be
be9er
served.”
• Environmental
groups,
commiged
to
ensuring
that
the
modernized
grid
and
the
natural
world
remain
in
sustainable
balance.
– Key
message:
“The
Smart
Grid
gets
us
to
a
cleaner,
greener
future
–
faster.”
• Policymakers,
state
and
federal,
architects
of
our
na(on’s
future.
– Key
message:
“For
those
with
the
poli?cal
will,
the
?me
is
now
to
exercise
it.”
5/29/12
LitosSC.com
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10. S T A K E H O L D E R
M E S S A G I N G
( C O N T I N U E D )
• Regulators,
state
and
federal,
arbiters
of
fairness
between
those
who
provide
energy
and
those
who
use
it.
– Key
message:
“Fairness
and
the
future
are
not
mutually
exclusive.”
• Technology
Providers,
innovators
whose
products
are
available
now
to
catalyze
Smart
Grid
transforma(on.
– Key
message:
“The
?me
is
right
for
your
products
and
systems,
but
NOT
for
overselling
them.”
• U%li%es,
the
owners
of
the
infrastructure.
In
addi(on
to
investor-­‐
owned
u(li(es
(IOUs),
these
include
municipally-­‐owned
u(li(es
as
well
as
rural
electric
coopera(ves.
– Key
message:
“You
own
it.
Take
the
lead.”
5/29/12
LitosSC.com
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13. C O N C L U S I O N S
Overheard
on
the
Smart
Grid
journey:
• “We
don’t
need
it…”
• “Isn’t
this
awareness-­‐building
a
ligle
early?”
• “Isn’t
this
awareness-­‐building
a
ligle
late?”
• “Whaaaa!?”
Clearly,
we
have
plenty
of
work
ahead
of
us.
5/29/12
LitosSC.com
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14. T H A N K
Y O U
Ques%ons?
5/29/12
LitosSC.com
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