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"We were successful in achieving broad public support for this campaign by implementing a credible fact-based communication and outreach strategy targeted at key audiences, along with very careful planning and patient execution. Your role strengthened our credibility and avoided the stereotypical approach often associated with traditional utility
construction projects."
- Barry McNulty, We Energies
Challenge:
We Energies, the electric and natural gas supplier for southeastern Wisconsin , proposed expanding a coal-fired baseload power plant in Oak Creek , Wisconsin . The project was the centerpiece of the utility's Power the Future plan to meet a growing demand for electricity. The utility had to overcome inflated public fears about burning coal, and recent history that no coal-fired power plants had been built in the United States for 40 years.
Execution:
The Lynne Broydrick Group launched an extensive fact-based communications campaign focused on the advantages of using coal to generate power. The campaign stressed stable electricity costs and economic development, along with modern advances in pollution control for power plants. The campaign countered an organized, well-financed opposition that employed scare tactics and half-truths. The Lynne Broydrick Group overcame these fear tactics by building one-to-one relationships with residents in the communities around the project site.
Result:
More than 650 supporters turned out at public hearings about the project, largely due to efforts of the Lynne Broydrick Group. Supporters outnumbered opponents by 2-to-1. The Wisconsin Public Service Commission subsequently approved adding two generating units to the power plant. The Lynne Broydrick Group maintains ongoing contact with area residents to deal with any construction-related problems. |
