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

Telling Hydropower’s Story Matthew Nocella Assistant Manager of Strategic Communications National Hydropower Association Northwest Hydroelectric Association Annual Meeting 2.18.2014. Available. Reliable. Affordable. Sustainable. A Mission to Advance the Hydro Industry. 2.

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

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  1. Telling Hydropower’s Story Matthew Nocella Assistant Manager of Strategic Communications National Hydropower Association Northwest Hydroelectric Association Annual Meeting 2.18.2014 Available. Reliable. Affordable. Sustainable.

  2. A Mission to Advance the Hydro Industry 2 Available. Reliable. Affordable. Sustainable.

  3. Snapshot of NHA’s Focus 3 Available. Reliable. Affordable. Sustainable.

  4. How Should We Be Talking About Hydropower? 4 Available. Reliable. Affordable. Sustainable.

  5. 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… • Available. Reliable. Affordable. Sustainable. 5 Available. Reliable. Affordable. Sustainable.

  6. Available. • America’s largest source of renewable electricity. • Hydropower can grow today. • Provides jobs now and in the future. 6 Available. Reliable. Affordable. Sustainable.

  7. Reliable. • More targeted to policy wonks • Draws contrast with other sources 7 Available. Reliable. Affordable. Sustainable.

  8. Affordable. • Hydropower provides low-cost power to millions of Americans • Key piece in today’s energy debate 8 Available. Reliable. Affordable. Sustainable.

  9. Sustainable. • Clean, carbon free energy source • Environmental stewardship • Long term solution 9 Available. Reliable. Affordable. Sustainable.

  10. Who Should We Be Talking To? 10 Available. Reliable. Affordable. Sustainable.

  11. 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) 11 Available. Reliable. Affordable. Sustainable.

  12. Uptick in Positive Press Coverage • “Hydroelectric Power Makes Big Comeback at U.S. dams.” • – The Associated Press • “Hydropower is back.” • – The Wall Street Journal • “A renewed push for hydropower.” • – The Denver Post • “Congress can’t agree on most energy issues. But it loves hydropower.” • – The Washington 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 12 Available. Reliable. Affordable. Sustainable.

  13. 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 13 Available. Reliable. Affordable. Sustainable.

  14. How Do We Reach Our Audiences? 14 Available. Reliable. Affordable. Sustainable.

  15. Social Media Demographics 15 Available. Reliable. Affordable. Sustainable.

  16. Social Media Demographics 16 Available. Reliable. Affordable. Sustainable.

  17. Challenges to social media • Small, yet targeted, audience • Large time investment • The messenger matters • Low level of engagement 17 Available. Reliable. Affordable. Sustainable.

  18. 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 18 Available. Reliable. Affordable. Sustainable.

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