What Could Renewable Energy Learn from the Health Care Controversy?

When the shouting stops and Congress passes some form of Health Insurance Reform, the nation will not rest.  Environmental concerns loom: Carbon Emissions and Energy Policy are next on the President’s ambitious agenda. 

The fossil fuel industry, from extraction to energy production, have marshaled their forces and sent several thousand lobbyists to Washington to protect their financial interests.  It remains to be seen if coal and utility representatives will employ “shout down” tactics, or whether Democrats will ever again hold town hall meetings on any subject.

On Friday, the Guardian UK reported: “The US oil and gas lobby are planning to stage public events to give the appearance of a groundswell of public opinion against legislation that is key to Barack Obama’s climate change strategy, according to campaigners.”

As Americans, we expect industry interest groups, including those representing renewable energy and the environment, to fund lobbyists, hire PR firms, run print ads, and TV spots.  ThisIsReality.org’s TV campaign against ‘clean coal’ was a brilliant and funny contrast to the fuzzy drivel from fossil fuel companies.  If you haven’t seen their ’clean coal’ parody, click on http://www.youtube.com/watch?v=PdHuB7Ovl2o 

Meanwhile, standards for national debate seem to be reaching new highs and lows. Those of us who support Renewable Energy must be ready for almost anything.

What can we learn from Health Insurance Reform?

We’d be wise to prepare for an ugly barrage of slogans, slick ad campaigns, name-calling, pointless diversions, and silly arguments.  Certainly expect clever climate-change-denying TV spots. 

Renewable energy could be vulnerable on “increased electric utility rates”, “tax subsidies” and “rate-payer” funded incentives.  30% DOE cash grants could also be a target.  Absurd but well-executed accusations could endanger both the climate bill and the energy bill.  And that’s very likely what the fossil fuel industry has in mind.

How do we win?  Change the game.

◊ Don’t let the opposition define the argument, the terminology, or the emotions.  Drop the nonsense about ‘grid parity’ - it’s meaningless to most people.  Stop using terminology created by fossil fuel companies.  Stop comparing renewable energy to other energy sources - there is no comparison.

◊ Create the right message.  Instead of talking about how the cost of solar is approaching the cost of coal, say: “Solar is affordable, reliable, safe, emission free, and here today.”  

◊ Speak to ideas that matter to people: in the current recession we all feel vulnerable.  Focus on how renewable energy will provide our children and grandchildren with fresh air to breathe and clean water to drink, plus enough green jobs and clean energy to power healthy communities.

◊ Speak to people in their own language.  RePower America achieves just the right balance of plain speaking, American values, and common sense.  If you haven’t seen all nine TV spots, click on http://www.repoweramerica.org/us/videos/ .  People want industry and infrastructure that serves them, not the other way around.

◊ Find and recruit opinion leaders in local communities, and canvas neighborhoods.

◊ Use the techniques that elected the President Obama: leverage social media to mobilize citizens around concerns for a better future.  See Fast Company on social media and the Obama campaign at http://www.fastcompany.com/magazine/134/boy-wonder.html.  

◊ Mobilize across demographics: Obama’s campaign recruited a bright young star from Facebook.  What kind of young visionaries will it take to mobilize the country?

◊ Get the right spokespeople.  Who has the cred and the chops to talk about the future?  Brad Pitt or Neal Armstrong?  Has anyone in the renewable energy industry had the good sense to ask someone like Neal Armstrong to speak for us? 

◊ Get used to the idea that the anger and hatred is real.  Even if they are bussed from out of the area and paid a per diem, conservatives are genuinely angry.  Provide another focus for their anger  -  like Big Coal.

◊ Insist on more.  From the Climate Bill (Cap and Trade).  From all energy legislation.  Instead of defending the idea of Cap and Trade until it is watered down to nothing, insist on specifics that actually fund new renewable power installations.  Its not about trading carbon credits, its about funding new installations.

The recession has made people more aware of our shared vulnerability.  In some ways it’s an excellent context for driving renewable energy.  The industry is challenged to dig deep and find ways to generate substantial support monies.  We all are.

Legislative campaigns are expensive, but as the coal and oil industries well know, winning is everything.  Being right is not going to get the job done.  We’ve got a serious campaign to wage.