Case Study for Energy and Natural Resources
RENEWABLE INDUSTRY CHALLENGE:
Securing Key Provisions in Climate Change Legislation
In 2009 the U.S. House of Representatives passed the American Clean Energy and Security Act (H.R. 2454). This comprehensive climate change legislation establishes a cap-and-trade system and provides free allowances to the electricity sector to help mitigate the program’s compliance costs. Independent power producers received a portion of the allowances allocated to the electricity sector under the bill. Regulated utilities challenged the allocation during Senate consideration in an attempt to increase their own share. VOX was retained by a coalition of generators and charged with helping to protect these provisions, which will safeguard both consumer prices and the future viability of independent producers.
VOX Solution:
Leverage Strength of Coalition to Communicate Cohesive Message to Policymakers and Media
One of the key challenges was the need to keep pressure on policy makers while maintaining positive working relationships with them. As such, the VOX team developed and implemented a low-profile communications strategy that bolstered lobbying efforts while preserving the ability to drive media coverage and activate independent allies. Specifically, we engaged in:
- Strategy Development: The VOX team analyzed the coalition’s strengths, weaknesses, opportunities and threats to develop a communications plan that utilized the assets and minimized the liabilities of the coalition.
- Digital Advocacy: We designed and built a website dedicated to independent energy producers. The site showcased the economic and community benefits brought by generators and demonstrated the negative impacts that would result from an adverse legislative outcome.
- Message Development: VOX worked with coalition members to identify clear and effective messages designed to address both external (outside Washington) and internal (Beltway) key audiences.
- Coalition Management: We administered the growing coalition, mediated discussions among the companies, and built consensus for strategy and messaging. While differences among companies could have proven unwieldy, we helped members use their geographic and economic diversity to their benefit.
- Media Relations: Working closely with coalition members, the VOX team developed a portfolio of communications tools to educate key audiences, such as legislative aides and non-trade reporters, with a limited familiarity with the issue. We proactively established relationships with key media outlets to garner favorable reporting and editorial positions. And we actively monitored opposition activities and rapidly responded to erroneous claims through targeted media outreach.
RESULTS
The materials developed for the coalition proved instrumental in educating Congressional staff on the issue, resulting in the inclusion of the merchant generator allocation in every major Senate version of cap and trade legislation.
As of today, no amendments, provisions, or legislation that would eliminate the allocations have made it to a vote.
The coalition is thriving and has gained support in other industries, among organized labor, and with key members of Congress and their staff.
