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Marlborough, MA
October 1, 2014
11:00-12:00
Emily Avery-Miller, External Relations Manager
Environmental Research &
Strategy
Mass. Green Career Conference
ENE’s Mission
ENE is a non-profit organization that researches
and advocates innovative policies that tackle
environmental challenges while promoting
sustainable economies.
Role of External Relations Manager
 Policy Areas: Energy Efficiency, Transportation,
Clean Energy, and Energy Grid
 Staff: 15 experts in law, economics, environment
 Geography: Work at all jurisdictions from state-
level to national, in U.S and Canada
 Organization: Offices in Boston, Hartford,
Providence, Rockport, Ottawa with other
northeast locations
 Funding: Several foundation grants and some
individual donations
Role of External Relations Manager
 Develop compelling messages
 Identify key audiences and channels
 Ensure consistent and timely
communication
Goals and Challenges
 Capture complexity while being
accurate and compelling
 Reach several different audiences
 Respond in a timely way to a
changing landscape
Challenge 1: Complexity of Issues
 Climate change is hard to pin down
 Energy policy crosses multiple
jurisdictions
 Stakeholders range from consumer
advocates to policy makers to
industry and businesses
Challenge 2: Multiple Audiences
 Lawmakers and State officials
 Industry, Business, Utilities
 Other Advocates, Community
Groups
 Mass Media, General Public
Challenge 3: Urgency
 Large-scale problems demand
progress now
 Need to be responsive to changes
in the policy landscape
Strategies
 Analyze and Illustrate
 Use Multiple Channels
 Seize the Moment
Strategy 1: Analyze and Illustrate
Case Study:
EnergyVision
Comprehensive,
illustrated report
demonstrating how 4
pathways can help us
reach 80% GHG
reductions by 2050
Strategy 1: Analyze and Illustrate
Quantifiable Results with Clear
Presentation
Strategy 1: Analyze and Illustrate
Visualize a New Version of a Complex System
Strategy 2: Use Multiple Channels
Case Study: Connecticut Fixed Rate Hike Proposal
The Message: An increased fixed charge would be a
barrier to clean energy progress and would hinder our
ability to modernize the power grid.
The Means:
• Official Comment and Analysis
• Educational Briefings for Leaders
• Public Event
• News and Opinion Pieces in the Media
Strategy 2: Use Multiple Channels
Case Study: Connecticut Fixed Rate Hike Proposal
Educated state leaders. Invited to join Senator’s press event.
Strategy 2: Use Multiple Channels
Case Study: Connecticut Fixed Rate Hike Proposal
Participation in state proceedings. Publication in news outlets.
Strategy 3: Seize the Moment
Case Study: New Jersey Participation in Regional Greenhouse Gas Initiative
(RGGI)
The Messages:
• NJ, which left RGGI in 2011, has forgone an estimated
$114.3 million in RGGI auction proceeds and could miss out
on an additional $387.1 million through 2020
• Rejoining the RGGI program could have multiple economic
and environmental benefits
The Moment:
• RGGI Quarterly Auction -September
• EPA Clean Power Plan released this summer identified RGGI
as a possible means of state compliance with new federal
regulations
Strategy 3: Seize the Moment
Case Study: New Jersey Participation in Regional Greenhouse Gas Initiative
(RGGI)
Original Research and Analysis
Press Release & Web Publication
Strategy 3: Seize the Moment
Case Study: New Jersey Participation in Regional Greenhouse Gas Initiative
(RGGI)
Earned Media: Opinion Column, Editorial Briefing, Press Outreach
Recap
• Leverage skillsets and
organizational capacity
• Deliver the message through
multiple channels
• Keep eyes and ears open for
opportunities
For More Info
• www.env-ne.org
• EnergyVision http://www.env-
ne.org/resources/detail/energyvision
• ClimateVision
http://www.eneclimatevision.org/
Contact Information
ENE
Rockport, ME / Hartford, CT / Boston, MA
Providence, RI / Ontario, ON, Canada
www.env-ne.org
Emily Avery-Miller
External Relations Manager
617-742-0054x100
eavery-miller@env-ne.org

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emilyaverymillergcc2014

  • 1. Marlborough, MA October 1, 2014 11:00-12:00 Emily Avery-Miller, External Relations Manager Environmental Research & Strategy Mass. Green Career Conference
  • 2. ENE’s Mission ENE is a non-profit organization that researches and advocates innovative policies that tackle environmental challenges while promoting sustainable economies.
  • 3. Role of External Relations Manager  Policy Areas: Energy Efficiency, Transportation, Clean Energy, and Energy Grid  Staff: 15 experts in law, economics, environment  Geography: Work at all jurisdictions from state- level to national, in U.S and Canada  Organization: Offices in Boston, Hartford, Providence, Rockport, Ottawa with other northeast locations  Funding: Several foundation grants and some individual donations
  • 4. Role of External Relations Manager  Develop compelling messages  Identify key audiences and channels  Ensure consistent and timely communication
  • 5. Goals and Challenges  Capture complexity while being accurate and compelling  Reach several different audiences  Respond in a timely way to a changing landscape
  • 6. Challenge 1: Complexity of Issues  Climate change is hard to pin down  Energy policy crosses multiple jurisdictions  Stakeholders range from consumer advocates to policy makers to industry and businesses
  • 7. Challenge 2: Multiple Audiences  Lawmakers and State officials  Industry, Business, Utilities  Other Advocates, Community Groups  Mass Media, General Public
  • 8. Challenge 3: Urgency  Large-scale problems demand progress now  Need to be responsive to changes in the policy landscape
  • 9. Strategies  Analyze and Illustrate  Use Multiple Channels  Seize the Moment
  • 10. Strategy 1: Analyze and Illustrate Case Study: EnergyVision Comprehensive, illustrated report demonstrating how 4 pathways can help us reach 80% GHG reductions by 2050
  • 11. Strategy 1: Analyze and Illustrate Quantifiable Results with Clear Presentation
  • 12. Strategy 1: Analyze and Illustrate Visualize a New Version of a Complex System
  • 13. Strategy 2: Use Multiple Channels Case Study: Connecticut Fixed Rate Hike Proposal The Message: An increased fixed charge would be a barrier to clean energy progress and would hinder our ability to modernize the power grid. The Means: • Official Comment and Analysis • Educational Briefings for Leaders • Public Event • News and Opinion Pieces in the Media
  • 14. Strategy 2: Use Multiple Channels Case Study: Connecticut Fixed Rate Hike Proposal Educated state leaders. Invited to join Senator’s press event.
  • 15. Strategy 2: Use Multiple Channels Case Study: Connecticut Fixed Rate Hike Proposal Participation in state proceedings. Publication in news outlets.
  • 16. Strategy 3: Seize the Moment Case Study: New Jersey Participation in Regional Greenhouse Gas Initiative (RGGI) The Messages: • NJ, which left RGGI in 2011, has forgone an estimated $114.3 million in RGGI auction proceeds and could miss out on an additional $387.1 million through 2020 • Rejoining the RGGI program could have multiple economic and environmental benefits The Moment: • RGGI Quarterly Auction -September • EPA Clean Power Plan released this summer identified RGGI as a possible means of state compliance with new federal regulations
  • 17. Strategy 3: Seize the Moment Case Study: New Jersey Participation in Regional Greenhouse Gas Initiative (RGGI) Original Research and Analysis Press Release & Web Publication
  • 18. Strategy 3: Seize the Moment Case Study: New Jersey Participation in Regional Greenhouse Gas Initiative (RGGI) Earned Media: Opinion Column, Editorial Briefing, Press Outreach
  • 19. Recap • Leverage skillsets and organizational capacity • Deliver the message through multiple channels • Keep eyes and ears open for opportunities
  • 20. For More Info • www.env-ne.org • EnergyVision http://www.env- ne.org/resources/detail/energyvision • ClimateVision http://www.eneclimatevision.org/
  • 21. Contact Information ENE Rockport, ME / Hartford, CT / Boston, MA Providence, RI / Ontario, ON, Canada www.env-ne.org Emily Avery-Miller External Relations Manager 617-742-0054x100 eavery-miller@env-ne.org