Though a reminder is probably not necessary, spring is in the air.  It is a time of renewal when nature awakens from a long winter’s rest.  Amidst the splendor, however, troubling signs continue to emerge across the planet. 

Some of those early warnings inspired the late Senator Gaylord Nelson (D-WI) to found Earth Day in 1970.  Senator Nelson’s powerful idea transformed into a nationwide grassroots demonstration on behalf of the environment that American Heritage Magazine has described as “one of the most remarkable happenings in the history of democracy.”

Because supporting clean energy is one of the single most important actions that a consumer can take to reduce his or her environmental impact, SmartPower and the Connecticut Clean Energy Fund has called for the creation of “Clean Energy Week” for the week leading up to Earth Day 2006.  Indeed, many organizations throughout the country are seizing this opportunity to invite government, businesses, institutions and citizens to take this very simple step that can make a world of difference.

The many benefits of clean energy to our society will be examined during an informational hearing before the Environment and Energy and Technology Committees of the Connecticut General Assembly on April 18.  A group of invited experts will discuss a wide range of issues including economic development, job growth, education opportunities and, of course, the environmental and health benefits associated with clean energy.

Clean energy also has been the subject of friendly competitions designed to stimulate the growth of residential markets.  The challenge between Mayors John DeStefano and Scott Slifka came to a stirring conclusion this week with New Haven holding on to a slim victory over West Hartford.  The original wager led to significant media coverage and community activism, which helped drive enrollments in the respective communities far above the statewide average.  Other towns in Massachusetts and Connecticut have been inspired by this contest and have realized similar increases in customer signups through similar challenges.

Environmental organizations across the nation are encouraging their membership bases to “walk their talk” by signing up for clean energy.  Among the leaders that have stepped forward are the Sierra Club, Clean Water Action and the Massachusetts and Rhode Island Audubon Societies.

Similarly, many faith communities plan to incorporate clean energy into their Earth Day messages this year.  Thanks to the groundbreaking work of organizations such as the Interreligious Eco-Justice Network and Mass Interfaith Power & Light, dozens of houses of worship are currently supporting clean energy and their individual members are following in kind.

Not to be outdone, the business community is beginning to embrace the promise of clean energy.  Major corporations, such as Whole Foods and Starbucks, have adopted aggressive strategies favoring clean energy.  Together with the Center for Resource Solutions and Think Energy, SmartPower is working to develop new opportunities for large end-users through the New England Renewable Energy Purchasers program.  Members of this program have expressed strong interest in pursuing aggregate REC purchases, solar installations or long-term power purchases from clean energy facilities.  

Ultimately, when it comes to building a robust clean energy market, “it takes a village.”   And nowhere is this more apparent than in Connecticut.  On April 19th, the Connecticut Clean Energy Fund (CCEF) and SmartPower will host an awards ceremony to honor the first ten municipalities to have qualified as “Clean Energy Communities.”  Under this program, a town that commits to the SmartPower 20% by 2010 Campaign and achieves a specified threshold of customers in the CTCleanEnergyOptions^sm program will receive a free solar energy system from CCEF.

On April 20th, there will be a ribbon-cutting ceremony for the first solar installation under this program at the Vocational-Agricultural School in Middletown, CT, the first Clean Energy Community.  This solar array and the ones that follow will not only help provide power for the next generation but will demonstrate to everyone that clean energy is real, it’s here and it’s working. 

Indeed, there is much to celebrate during “Clean Energy Week” this year.  At the same time, we are reminded of how much further we have to go.  So, let’s make more!

The late John Ritter starred in a hit television show called “5 Simple Rules for Dating My Daughter”.  Here at SmartPower we realized quickly that dealing with the media on a regular basis was a lot like dating.  With this in mind, we followed John Ritter’s lead and created our own “5 Rules for Dealing with the Media”.

Our Rules are pretty basic and to the point.  Feel free to apply them in your own work – or perhaps even during your next date!

Rule 1: Put it in English!
Don’t try to impress the media by using fancy and confusing words.  Just put it in plain English.  A reporter needs to take your work, write about it, and present it for public consumption.  The more complicated and confusing you sound, the better chance the reporter will misunderstand your story.  In the end, if you don’t “put it in English”, you will have contributed to a confusing story, the reader will be confused and your message will be lost.

Rule 2: Know Your Audience!
Don’t spend time trying to talk to all the people all the time.  Instead, figure out who your target audience is, and find ways to reach them.  This saves your organization time and money.  Further, knowing your audience provides the biggest impact for your communications and marketing dollars.

Rule 3: Stay on Message!
Any fan of The West Wing knows this mantra.  But it’s much more than just a catch phrase.  Don’t confuse your audience and reporters by trying to have an opinion on everything.  Rather, know your subject matter and know it well.  If you stay on message when you speak with the media, they will come to know you as the expert that you are in your field.

Rule 4: Stay Focused!
This is very similar to Rule 3.  But here, instead of ensuring you’re on message to the outside world, this rule is designed to keep your NGO focused on your mission and goal.  Don’t allow “mission creep” to overwhelm your ultimate mission and goal.  Stay focused on your cause.  If you stay focused, the media will stay focused with you.

Rule 5: Frame Your Message to the interests of Your Audience – Not Your Own!
This seems basic, but is perhaps the most confusing, challenging and most easily forgotten of all of the rules.  In essence, don’t talk to a reporter about what makes you interested in your issue – talk to them about what makes THEM interested in your issue.

In summary, we are sure others could list dozens of rules for dealing with the media and the general public.  But we like our 5 Rules but with one caveat; always – always be truthful and honest with the media.  This is perhaps the best rule to live by. Being dishonest with a reporter is perhaps the best way to erode your credibility and lose influence in your cause.

The 20% by 2010 Campaign continues on its march through cities and towns across Connecticut.  This month two more towns have taken action and joined the campaign, bringing the number of municipalities to 22.  These cities and towns have committed to getting 20% of the electricity for town owned properties from clean, renewable sources by the year 2010. 

Known as “Ye Most Auncient Towne" in Connecticut, the town of Wethersfield passed a resolution to commit to the clean energy campaign on April 3rd.  The support and dedication shown by Mayor Russell A. Morin and town resident Ginny Judson to join the campaign are a testament to the importance of investing in a clean energy future.  Just as the old, beautiful and distinctive colonial homes stand as a symbol of the rich heritage in Wethersfield, the town’s commitment to clean energy will be a symbol of the town’s future. 

Further west, the town of Harwinton unanimously passed a resolution to join the 20% by 2010 Campaign on April 11th, making it the first town in Litchfield County to commit to the campaign.  First Selectman Frank Chiaramonte led the charge to join the campaign stating that the “program is a forward-thinking, responsible approach to energy consumption.”  Harwinton’s Board of Selectmen expressed hope and anticipation that further outreach and awareness will help Harwinton to achieve the celebrated status of being a “Clean Energy Community.”  To help in these efforts the town has scheduled a Clean Energy Workshop on May 3rd to inform Harwinton citizens about their clean energy options.

In addition to these two towns joining the 20% by 2010 Campaign, a growing number of towns are taking the next step by making actual purchases of clean energy products.  West Hartford leaders recently announced that the town has signed up to split their support of clean energy between Community Energy and Sterling Planet, the two official CTCleanEnergyOptions suppliers.  The town’s purchase of 7500 MWh of clean energy is just under 10% of the electricity consumed by West Hartford municipal properties.  Additionally, West Hartford has employed a variety of creative marketing strategies to encourage residents to sign up for CTCleanEnergyOptions.  One such effort is the web page on the West Hartford town web site that is dedicated to explaining clean energy and how to sign up. 

West Hartford is not alone in taking steps to purchase clean energy; Fairfield announced that it will purchase 350MWh of clean energy while Cheshire will purchase 320MWh.  Both towns have chosen to purchase from Community Energy, Inc. which has offered each town rebates for every customer successfully enrolled by the town. 

Task forces in other towns are currently evaluating their options for reaching the 20% goal.  Many are also interested in on-site renewable energy generation to take advantage of incentives offered by the Connecticut Clean Energy Fund.  The clean energy purchases made by towns are living proof that clean energy is real, is here, and is working in Connecticut.

Don’t look now but two new wind projects are up and running in New England! 

This month, the Portsmouth Abbey School proudly welcomed a 1.5 Mwh Vestas V-47 turbine to its campus in Portsmouth, Rhode Island, the state’s first ever utility scale wind turbine. (Click Here to view a slide of the project.)

SmartPower salutes the Rhode Island Renewable Energy Fund for its leadership and vision; Brother Joseph Byron and the entire Portsmouth Abbey School community for their commitment to stewardship of the Earth; Portsmouth elected officials and residents for their enthusiastic welcome of this project in their backyard and Henry DuPont of Lorax Energy Systems for his patience and expertise in helping to make this dream a reality.

Meanwhile, the town of Hull, Massachusetts celebrated the completion of a second municipal wind turbine, a Vestas V-80 1.8 MW turbine.  “Hull Wind 1”, a Vestas V-47 660 kW model that was completed in late 2001, has already generated nearly 7 million kilowatt-hours of electricity for the town.  With the addition of Hull Wind 2, the town will be able to produce enough clean energy to power approximately 1,000 households.

SmartPower salutes Malcolm Brown and Andrew Stern of Citizens for Alternative Renewable Energy; the Hull Municipal Light Plant and the citizens of Hull, who took a chance on clean energy.  These individuals and all Hull residents are now reaping significant rewards from their investment.  They are the real leaders of New England’s energy future and true profiles in courage.