Telling Hydropower’s Story Matthew Nocella Assistant Manager of Strategic Communications National...

Telling Hydropower’s Story

Matthew NocellaAssistant Manager of Strategic CommunicationsNational Hydropower AssociationNorthwest Hydroelectric Association Annual Meeting2.18.2014

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A Mission to Advance the Hydro Industry

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• Double America’s largest renewable energy resource – hydropower – in support of a sustainable and secure clean energy future. – Another 100,000 MWs

Vision

• Champion hydropower, in all of its forms, as America’s premier clean and renewable energy resource.

• Focus on growth, operational excellence and environmental stewardship.

Mission

Snapshot of NHA’s Focus

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Securing robust

business environment for existing

hydro projects

Furthering environment

al stewardship

and operational excellence

Advancing new growth

and development in the hydro

industry

Promoting hydropower as an energy choice and solution for tomorrow

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How Should We Be Talking About Hydropower?

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In 2010…We found that:• Relative lack of awareness about hydropower• Hydropower not leading part of the energy conversation• Hydropower had a “dam” problem• Concern over deregulation following Gulf spill

So we set out to:• Reinforce hydro as “clean”, “renewable”, and “domestic”.• Educate on range of technologies• Educate on affordability and reliability of hydropower

Thus…

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Available.

• America’s largest source of renewable electricity.

• Hydropower can grow today.

• Provides jobs now and in the future.

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Reliable.

• More targeted to policy wonks

• Draws contrast with other sources

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Affordable.

• Hydropower provides low-cost power to millions of Americans

• Key piece in today’s energy debate

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Sustainable.

• Clean, carbon free energy source

• Environmental stewardship

• Long term solution

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Who Should We Be Talking To?

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Policymakers Talking About Hydro• “More hydropower capability means an increased supply of affordable

clean energy, which helps make Washington state a leading place to live and do business.” – Sen. Maria Cantwell (D-WA)

• “In Eastern Washington, hydropower plays a pivotal role – whether it’s conventional, small, or conduit hydro – it provides 75 percent of electricity to the Pacific Northwest and represents a unique opportunity for job creation and energy production. It’s clean, reliable, renewable and affordable.” – Rep. Cathy McMorris Rodgers (R-WA)

• “I consider hydropower to be our hardest working renewable resource and one that often gets overlooked in the clean energy debate. With only 3 percent of the nation’s 80,000 existing dams set up to generate electricity, hydropower is our greatest untapped potential for generating cost-effective, carbon-free energy.” – Sen. Lisa Murkowski (R-AK)

• “For a state like Colorado, and indeed the entire nation, this legislation will expand renewable and affordable hydropower – far and away our nation’s largest source of clean energy – and create good jobs for American families.” – Rep. Diana DeGette (D-CO)

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Uptick in Positive Press Coverage“Hydroelectric Power Makes Big Comeback at U.S. dams.”

– The Associated Press

“Hydropower is back.” – The Wall Street Journal

“Congress can’t agree on most energy issues. But it loves hydropower.”

– The Washington Post

“A renewed push for hydropower.”

– The Denver Post

“Congress Passes First Significant Energy Legislation Since 2009.”

– The New York Times

“Hydro: Where the real green jobs are”

– CNN Money

“Hydropower in U.S. Gets Boost From New Laws. Will Congress Do More?”

– Bloomberg

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Recent public polling

•Strong support for maintaining and growing hydropower•Strong belief in hydro’s positive attributes•Strong support for policy support for hydro•Areas of Improvement•Women• 65+, 18-29•Democrats and Independents• South and Midwest

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How Do We Reach Our Audiences?

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Social Media Demographics

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Social Media Demographics

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Challenges to social media

•Small, yet targeted, audience

• Large time investment

•The messenger matters

• Low level of engagement

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Going Forward• Maintain our existing traditional media strategy• Identify opportunities in both paid and social

media• Continue to work with our member companies and

allies• Amplifying your work through our social channels to

our target audiences• Amplifying NHA’s work to your customers and

constituencies• Plug your PAOs in with NHA• Matt@Hydro.org

• Follow us on Twitter and Like Us on Facebook• Twitter: @NatlHydroAssoc• Facebook.com/NatlHydroAssoc