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APRIL 2012

FLASHBACK! 2010 Earth Day video by Chesapeake Energy.
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Look for an article by Al Maiorino, the President of Public Strategy Group, Inc., in the May/June issue of Electric Light & Power.
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Steve Gara discusses how more businesses are going green due to a consumer demand for products with fewer agricultural chemicals and additives.
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Earth Day:
The Greener side of Grassroots

On April 22, more than one billion people will celebrate the 42nd Anniversary of Earth Day. As Earth Day approaches, awareness of environmental issues is increasing. Globally, people of all nationalities and backgrounds will group together to increase awareness of the Earth’s natural environment and its need for protection.
United voices will form NIMBYs. NIMBYs will stand for a sustainable future and call upon organizations and governments to do their part. With an increasing awareness and riled up NIMBYs, projects can expect opposition regarding sustainability and project environmental impact. Public Strategy Group, Inc. will focus on understanding the environmental needs of key communities to reinforce project benefits via a sustainability focused grassroots campaign.

Successful grassroots campaigns begin collaborating with the public early in the development stage. Understanding the environmental needs of communities early on will help anticipate future hurdles.

Sustainability sells. Projects should do a thorough environmental review process to assess the impact of their project. Once positive economic or environmental factors are established, key messages can be tailored and distributed to communities.
A quote from philosopher and humanist, Niccolò di Bernardo dei Machiavelli gives insight to NIMBY behavior, “…and partly from the incredulity of men, who do not readily believe in new things until they have had a long experience of them.” To gain community understanding and reduce opposition, communication must be maintained and messages reinforced. Communicating the sustainability of a project or its economic benefits will help a project move ahead.

Knowing the needs of the community can help an organization build relationships with local government wetlands and environmental commissions, local environmental organizations and community members. This reaching out effort to build relationships is a strategy PSG calls “grasstops.” Grasstops will help mobilize supportive influential leaders and community members.

From understanding the environmental benefits of your projects and the environmental needs of a community, key messages can be developed. These messages will be reinforced throughout a grassroots campaign. Grasstops efforts will assemble localized support for your messages. As Earthy Day increases awareness of environmental impact, reinforcement of sustainability and project benefits is what will keep projects moving ahead.

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