June 2010
CleanWeand Green
Building Support for
Wind and Solar
Communications about
Clean Energy Siting
Communicating About
Specific Clean Energy
Projects
Responding to the
Opposition
Interview Tips for Staying
on Message
Clean Energy Siting
Messaging in Action
can have it both ways
Building Support for Wind
And Solar Development on Public Lands
A guide on how to
discuss responsible
development of
renewable energy
and transmission
projects among key
audiences in the
West.
Americans want clean energy, and decision-makers are responding at both the state
1
and federal levels. The 2009 federal stimulus package alone provided $62 billion
to jump-start new wind, solar and geothermal projects. In addition, the Department
3
of the Interior has an ongoing fast-track process, through which it has identified at
least 14 solar energy projects, 7 wind energy projects, and 6 geothermal projects
covering more than 157,000 acres of public lands in Arizona, California, Nevada,
4 Oregon and Wyoming. The agency has also identified 7 transmission line projects
linked to clean energy development that would cross more than 750 miles of
public lands in the West.
6
But Americans—particularly those who are sympathetic to environmental issues—
also want their National Forests, National Parks and other public lands protected.
9 Most place a premium on the clean air, water, fish and wildlife, and scenic vistas
that define public lands in the West.
10
The following recommendations on message, messengers and media outreach
strategies are intended to help public land and wildlife advocates build support

Renewable energy
projects will provide
clean, reliable energy
for generations to come
without pollution, without
depending on outsiders,
and without running out.
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for responsible development of renewable energy and transmission projects among
two key audiences in the West:
• Westerners who support environmental causes but are not actively engaged
with environmental organizations.
• Active environmentalists who place a high priority on environmental issues
and are actively engaged with conservation organizations as donors and
volunteers.
At this critical moment for renewable energy, those who make up the “green base”
of support for environmental causes may experience most acutely the potential clash
of values between building a clean energy future for the region and protecting iconic
wildlife, scenery and special places in the West. They see development of clean
energy as a priority to make America more energy-independent and protect the
West’s water, wildlife and outdoor way of life.
At the same time, they don’t want to see developers and advocates make the same
mistakes in a headlong rush to develop wind and solar projects that were made—and
continue to be made—with coal mining, oil drilling, and other fossil fuel-energy
permitting on Western public lands.
This message guide provides a practical approach to talking about wind and solar
projects, and the transmission lines that will carry clean energy to Western
communities, in two primary contexts:
• Talking about wind and solar energy development in general.
• Talking about specific wind and solar projects and proposals.
While there is considerable overlap between the two contexts, the general
communications strategies focus prospectively on how to do it right from the start,
and the communications tips for individual projects focus on the specific facts and
whether it’s being done right in that case. In both scenarios, communications should
be grounded in the core values that drive Western environmentalists’ twin desires
for more clean renewable energy and strong protection of our public lands,
waters and wildlife.
For our target audiences, three powerful primary values drive support for clean
energy:
• Freedom
• Independence
• Security
There are also two secondary values that drive these audiences’ demand that clean-
energy development respect wildlife and the environment:
• Aesthetics
• Environmental Stewardship and Protection
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As with renewable energy
projects, each proposed
transmission line must be
considered and planned
carefully to ensure it will
deliver the most clean
energy with the least
harm to wildlife and
the environment.
 
Big-Picture Communications About Clean Energy Siting
When communicating about the general subject of clean energy on public lands—not in
the context of a specific project or proposal—the primary emphasis should be on the
benefits clean energy will provide and the importance of developing renewable energy in
ways that minimize harm to the environment.
Secondary Message:
Core Message:
Renewable energy projects will provide Renewable energy projects should be
clean, reliable energy for generations to considered based on the long-term
come without pollution, without benefits weighed against any disruption
depending on outsiders, and without to land and wildlife. Good wind and solar
running out. Without more wind and projects will be thoroughly planned and
solar energy projects, we will continue to researched to ensure that they are a net
depend on dangerous, polluting sources plus for the environment and for energy
of energy such as coal and oil. consumers for many years into the
future.

Additional Talking Points

• Wind and solar farms, when carefully sited, can be a win-win for the environment and
consumers. They help break our dependence on coal and other dirty sources of energy
  while providing clean, reliable, affordable electricity to communities across the West for
generations to come.

• Renewable energy projects don’t belong everywhere. But public lands in the West are vast
and varied. We can find a way forward to tap into the West’s huge potential for wind and
solar energy in ways that protect places that have special value for wildlife and recreation
such as parks and wildlife refuges.

• If we don’t move forward with wind and solar energy, we’ll continue to rely on coal, oil
and other dirty energy that has been damaging our public lands, lakes and rivers, and fish
and wildlife for more than 100 years.

• Building wind and solar farms on already degraded sites, such as abandoned mines, closed
military bases or former grazing lands, is one of the best ways to ensure we get the
benefits of clean energy with the least disruption to wildlife and the environment.

• New transmission lines are a necessary part of delivering the benefits of clean energy for
consumers and the environment. As with renewable energy projects, each proposed
transmission line must be considered and planned carefully to ensure it will deliver the
most clean energy with the least harm to wildlife and the environment.

• There may be a lot of proposed renewable energy sites across the West, but not all of them
will be built. That’s an opportunity for conservationists to have a say in how clean energy
development moves forward on the public lands we cherish.

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 • Putting wind and solar farms on public lands in the West is one part of the solution—not
the only solution—to our energy needs. Together with energy efficiency improvements,
rooftop solar panels, and small-scale projects, wind and solar farms can help break our
dependence on fossil fuels and build a clean energy future.

• If we want to break our dependence on coal and other dirty energy sources—and end the
cycle of pollution they create—we’ll need new transmission capacity to bring clean
electricity from wind and solar energy projects in the [desert/mountains] to communities
across the West.

• Clean energy projects have to be planned right from the start. Cutting corners or bypassing
environmental safeguards means we may end up with an expensive mess to clean up later.

• Getting it right from the start means doing careful research and planning up front to avoid
or limit disruption to land, water and wildlife.

• Let’s not make the same mistakes with wind and solar energy projects that were made
with coal mining and oil drilling on public lands in the West.

Communicating About Specific Clean Energy Projects

The basic message framework is the same whether
communicating about individual wind and solar
energy projects or talking more generally about
clean energy on public lands.

With individual projects and proposals, you will

have the benefit of knowing specifically what the
land use and siting issues might be, and you can
use these to better target your audience with a
  customized message. The following messages and
talking points address three possible scenarios for
specific projects: projects you support, projects on
which you are undecided, and projects you oppose. The talking points should be filled in with details
specific to each proposed development in the spaces denoted with brackets.

Projects You Support

Core Message: Secondary Message:

The [NAME OF PROJECT] will provide
a clean, reliable energy resource for
[NAME OF STATE/COMMUNITY] for
years to come. It will produce enough
electricity to power [X] homes in
[LOCATION] without pollution, without
depending on outsiders, and without
running out. [NAME OF PROJECT] will
make us more energy independent.
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The [NAME OF PROJECT] is another step toward a
clean energy future in the West. It has been
thoroughly planned and vetted to minimize impacts
on our land, water and wildlife, and has the support
of [NAME ENVIRONMENTAL GROUPS,
COMMUNITY LEADERS, CONSUMER
ADVOCATES, ETC.]. Perhaps most importantly, it
will help break our dependence on coal and other
fossil fuels.
Additional Talking Points

• The [NAME OF PROJECT] is a win-win for the environment and consumers. It

will help break our dependence on coal and other dirty sources of energy while
providing clean, reliable, affordable electricity to communities across the West
for generations to come.
• The [NAME OF PROJECT; SPECIFY WIND/SOLAR] is one part of the
solution—not the only solution—to our energy needs. Together with energy
efficiency improvements, rooftop solar panels, and small-scale projects, it will
help break our dependence on fossil fuels.
• The proposed [NAME OF PROJECT] transmission lines will bring clean,
reliable, affordable energy from [NAME OF WIND/SOLAR FACILITIES] to
[HOW MANY] homes here in [COMMUNITIES OR STATES]. This new
transmission capacity, built for renewable energy, will help reduce our
dependence on coal and other dirty energy sources.
• Where relevant: The [NAME OF PROJECT; SPECIFY WIND/SOLAR] is
being built on [INSERT TYPE OF DEGRADED/DISTURBED LAND, e.g.
ABANDONED MINE, CLOSED MILITARY BASE], so that any environmental
impacts will be minimized.
• Where relevant: The [NAME OF PROJECT; SPECIFY WIND/SOLAR] will
take the place of/reduce the need for [HOW MANY] coal-fired power plants
along with their air and water pollution and impacts on fish and wildlife.

Projects on Which You Are Undecided

Core Message:
The [NAME OF PROJECT] has the potential to
provide a clean, reliable energy resource for up to
[NUMBER] of homes and businesses in [STATE]. But
there are still some questions that need to be answered
to make sure it provides the most energy with the least
harm to [SPECIFY WILDLIFE, LAND ISSUES].
 

Additional Talking Points

• The [NAME OF PROJECT] can help us build a clean energy future in the West, but more
planning and vetting are needed to ensure we avoid unnecessary damage to [SPECIFY
WILDLIFE, LAND ISSUES].
• We are working with [NAME LOCAL CITIZEN AND COMMUNITY LEADERS OR
OTHERS] to make sure the [NAME OF PROJECT] is done right and that it won’t cause
more problems than it solves.

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 • To see how clean energy development can be done right, we can look to [PROVIDE
SUCCESS STORY EXAMPLE WHERE ENVIRONMENTAL GROUPS HAVE
WORKED WITH INDUSTRY AND LOCAL COMMUNITIES TO PLAN A
WIND/SOLAR PROJECT THAT DELIVERS CLEAN ELECTRICITY TO (X)
HOMES/BUSINESSES WITH THE LEAST DISRUPTION TO THE LAND AND
WILDLIFE.]

Projects You Oppose

Core Message:
There are some places that even clean
energy projects don’t belong, and the
[NAME OF PROJECT] is one of them.
[CITE SPECIFIC REASONS WHY IT IS A
PROBLEM]. There are other, better places
to put [WIND/SOLAR] projects like [NAME
OF PROJECT] where there will be far less
harm to [SPECIFY IMPACT(S)].
 

Additional Talking Points

• We all want more clean energy here in [STATE], but moving ahead with [NAME
OF PROJECT] in its current form would be a mistake. We can’t afford to make
the same mistakes with clean energy that were made with coal mining and oil
drilling on our public lands.

• The amount of clean energy that would be produced by [NAME OF PROJECT]

is not worth the damage it would cause to [SPECIFY IMPACTS].

• Where relevant: Cutting corners and putting projects on a fast track that bypasses
normal environmental reviews is a recipe for disaster. But that’s just what
[NAME OF AGENCY] did with [NAME OF PROJECT].

Responding to the Opposition

Most of the opposition to clean energy comes from the fossil fuel and nuclear industries and
the elected officials promoting their interests. Some of it comes from environmental groups
that are concerned about the impacts of putting wind or solar projects on public lands.
Sometimes, both groups are making the same arguments. The talking points below will help
respond to the issues raised by either group. In addition, when fossil-fuel industry
representatives are making the argument to preserve the status quo, you should make the
case that they are doing so to further their own narrow financial interests.

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 The recommended talking points for responding to opposition attacks are presented in a
general context, but can be fleshed out with project-specific data for discussing particular
proposals.
When they say:
The proposals to put wind and solar
farms on public lands will lead to
“energy sprawl” and are an
unprecedented assault on the
American landscape.
When they say:
Solar farms will require huge
amounts of water to keep the
turbines and solar panels clean.
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We say:
More than 200 million acres of Western public
lands—an area greater than the size of Colorado,
Arizona and New Mexico combined—have been
offered up for oil and gas leasing in the past 30
years, often with little or no environmental review.
The wind and solar energy projects under
consideration in the West will be carefully planned
to minimize harm to wildlife and the environment,
help reduce our dependence on dirty energy sources,
and provide clean, reliable, affordable electricity to
millions of Westerners now and for generations to
come.
We say:
All energy generation technologies use significant
amounts of water, including coal, nuclear and solar
energy plants. Fortunately, the solar industry is
looking to new technologies that would reduce
water use dramatically.
Page

When they say:
I’m all for renewable energy.
I just don’t want it here.
When they say:
We don’t need big wind and
solar farms. We can meet
our energy needs through
efficiency improvements,
rooftop solar panels and
small-scale projects.
When they say:
Transmission lines are ugly
and will ruin the scenic
vistas from our National
Parks and public lands.
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The recommended talking
points for responding to
opposition attacks are
presented in a general context,
but can be fleshed out with
project-specific data for
discussing particular proposals.
We say:
We only support projects that are carefully researched
and planned to identify sites that will provide the
greatest amount of clean energy with the least harm to
the environment and nearby communities. These are
the projects that will provide clean, reliable electricity
to millions of homes while reducing our dependence on
coal and other dirty sources of energy.
We say:
No one solution alone will reduce our dependence on
dirty energy supplies and give us the benefits of clean,
reliable energy for consumers and the environment on a
large enough scale to make a difference. Not everyone
can afford to put solar panels on their roof, or even to
replace their windows and add insulation to their
homes. The key is to move forward with a mix of clean
energy options, including wind and solar farms that are
designed and built in a way that avoids harm to wildlife
and damage to the environment.
We say:
If we want to break our dependence on coal and other
dirty energy sources—and end the cycle of pollution
they create—we’ll need new transmission capacity to
bring clean electricity from wind and solar energy
projects to communities across the West. That means,
where possible, upgrading existing capacity, building
new lines away from communities and recreation areas,
and even putting them underground. But it’s far better
to have transmission lines carrying clean energy from
wind and solar farms than carrying electricity from coal
and other fossil-fuel power plants.
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Interview Tips for Staying On Message
Ask questions to determine the parameters of the interview
It’s OK to ask a reporter a few questions before you launch into an interview. Ask the reporter
what his deadline is and what angle he’s taking with the story. Ask the reporter who else he has
talked to or plans to talk to. The reporter may not tell you, but it’s fair to ask.

The answers to these questions will help you anticipate what

questions the reporter might ask you and the content and pace of the
interview. If you get the call at 4 p.m. on deadline, the reporter is
likely just looking for a quote and the interview will be short. You can
use that to your advantage to deliver your message efficiently with
short, concise answers. If the reporter is working on a longer lead-
time story, you can expect a more in-depth interview. You should
assume everything you say is on the record and may end up in print.
The reporter will likely ask questions looking for background
information initially, and then wrap up the interview with questions
  aimed at getting a quote—that’s your chance to deliver your message.

Be prepared for the interview

Be prepped and ready for the interview. If you are not ready to talk during the initial phone call,
tell the reporter you will call back in a few minutes, or later, depending on the deadline. Make
sure you follow up. This will give you time to put your thoughts in order, and to write your key
messages out on paper to have in front of you. You might also decide you’d rather steer clear of
the story. If so, get back to the reporter via phone or email and refer him to another contact. Don’t
forget to ask the key questions above; that will help you formulate your game plan.

Respond to questions, then return to your message

Every question a reporter asks is an opportunity to get your message out. Respond to the question
and immediately bridge back to your message. Some helpful “bridging” phrases, especially if a
question is aimed at getting you to take a position you’re unwilling to take:

• Well, the way we’re evaluating the issue/project is…

• That’s one way to look at the issue/project…
• We’re still evaluating the issue/project. Our initial take on it is…
• That’s an important point, but…
• It’s important to remember that…
 
When you’ve made your point, stop talking
A standard trick of good reporters is to ask lightweight questions,
get you talking and then sit back and let you “babble on,” saying
things beyond the scope of the question to fill the silence. Be
frugal with your words, and always think about what you are
saying. When you are satisfied with your answer, stop talking.
Resist the urge to fill the ensuing silence by talking more—that’s
what the reporter wants you to do.
 
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Don’t let anyone put words in your mouth
If a reporter asks, “Do you mean to say X, Y and Z…,” then state your message again, in your
own words. If you find yourself in a hostile interview, in which a reporter is restating a question
repeatedly, digging for a specific answer, stand your ground and restate your message. If that
means you don’t get quoted, so be it. Better to be absent from coverage than quoted off-message.

Always bridge back to your message

Renewable energy and transmission siting is a complicated issue. With most reporters, you will
need to spend some time elaborating on your message and explaining the issue. Often you will
have to get into detail and nuance. That’s necessary and important. But always come back to your
message. A good tactic is to state your message at the beginning of every answer to every
question, then give the details and explanation, and then end each answer by restating your
message. You can wrap up your answer by saying something like, “So, what it comes back to
is…”

Clean Energy Siting Messaging in Action

The guest opinion column below is an example of how to put message recommendations
into action.

 
Las  Vegas,  Nevada  
April  4,  2010  

 
Environment,  consumers  can  gain  by  renewable  
energy  projects  in  Nevada  
 
By  MICHELE  BURKETT  /  Las  Vegas  Sun  
Don’t leave your house. That’s what the voice on the radio was telling me: Don’t leave
your house. The air in Salt Lake City was dangerously polluted and the state was warning
us that breathing the air outside would be hazardous to our health.

Announcements like that were business as usual in my 30 years living in Salt Lake City,
and for a while, it was looking like Mesquite — my home for the past six years — would
suffer the same smoggy fate at the hands of the proposed Toquop coal plant.

But I knew we didn’t have to choose between abundant, affordable energy and clean air
and water — we can have both. Here in Nevada we are blessed with abundant solar, wind
and geothermal resources that can provide clean, reliable, homegrown energy, without
polluting, without relying on others and without running out.

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 When plans for a coal-fired Toquop plant were pulled March 22, it was the fourth
proposed coal plant taken off the drawing board in Nevada in as many years. The
message was clear: Nevadans want to move beyond the dirty technologies of the past.

That’s why I was dismayed to read the next day a story in the Las Vegas Sun,
“Environmentalists make plea for desert preservation,” that some environmentalists are
opposing any renewable energy development in desert areas in Nevada.

I love the desert tortoise and I love the desert poppy, but there is a lot of desert in Nevada
and we ought to be able to find a way to tap into our state’s vast potential for clean
energy while protecting our wildlife, water and desert vistas.

Renewable energy projects clearly don’t belong in places that have special value for
wildlife and recreation such as parks and wildlife refuges. And in places where it does
make sense to look at renewable energy, we need to make sure projects are well
researched and well planned, and that local folks who would be most affected get a say in
the decision.

I understand that there are a lot of proposed renewable energy sites in Nevada, but not
every one of them will be built. That’s an opportunity for conservationists to have a say
in how clean energy development moves forward on the desert lands we cherish. We
have to look at each project individually and consider the environmental costs and
benefits.

Yes, there will be some disruption to land and wildlife at the sites we choose to build on,
but we have to weigh that against the payoff of clean energy: less reliance on coal and
other energy sources that pollute our air and water, greater energy independence and a
chance to build a new industry in our state. Where we see a net benefit to our
environment and energy consumers, we ought to say yes to renewable energy and work
with the developers and local leaders to do it right.

Conservationists can’t be against everything. We have to be for something, and we have

to speak up. Otherwise, the loudest voice we hear may be the one on the radio warning us
not to leave our homes.

Michele Burkett is president of Defend Our Desert. Based in Mesquite, Defend Our
Desert was formed in 2004 by local citizens concerned with the environmental and
community effects of proposed coal plants in Nevada.

###
 
 
 
This  guide  was  written  and  produced  by  

 
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