Domestic Fuel

The U.S. Department of Energy has handed out $1.6 million to the Alternative Fuel Trade Alliance… a group made up of the Renewable Fuels Association, the National Biodiesel Foundation, the Propane Education & Research Council, the Clean Vehicle Education Foundation and ASG Renaissance… to boost efforts for a targeted educational plan aimed at Clean Cities Coordinators and related stakeholders.

This NBB release says the move is seen as vital to educating and training “Clean Cities Coordinators who are and will be at the forefront of communicating what our fuels and vehicle technologies mean as engines of economic growth and environmental sustainability.”

Bob Dinneen, President and CEO of the Renewable Fuels Association, commented, “This DOE grant will supplement our individual and joint efforts to work with and train coordinators, stakeholders, and others at the national and regional level to enhance their knowledge and expertise on the latest developments and applications for alternative fuels and advanced vehicle technologies which include ethanol, biodiesel, propane, and natural gas fuels as well as hybrid/electric technologies and idle reduction strategies to improve fuel economy.”

* Train coordinators as high-level public spokespeople;
* Increase awareness of sustainability as it pertains to the stated technologies;
* Increase the number of states that enforce fuel quality standards;
* Train key stakeholders on fire safety issues;
* Increase OEM technician/mechanic training and advanced technology acceptance;
* Provide a forum for students interested in alternative fuels on college campuses nationwide; and
* Increase the availability and consumption of domestic alternative fuels.

The Alliance will conduct more than 45 workshops, author a minimum of 20 educational pieces, and participate in a minimum of 64 collective independent stakeholder events. In addition, the group will manage two conferences and four press events to increase knowledge about alternative fuels and advanced vehicle technologies.

If you’re interested in learning something about pitching stories to bloggers you might want to participate in a today’s webinar that’s part of the Communicating Renewables Webinar series. There’s still time to register. All the information is posted below. The things we’ll discuss are applicable to any industry but our focus will be on energy. I’m one of the presenters. If you’ve got any thoughts on the subject please feel free to comment here or send me a message via Twitter.

The Communicating Renewables Webinar series is a project of Joanna Schroeder, 4R Communications. Joanna is currently a contributing editor here on Domestic Fuel.

TUESDAY, JUNE 23, 2009
1:00 pm — 2:00 pm EST / Cost $49

Pitching Energy Bloggers: Best Practices

Presented by Jim Lane, Editor, Biofuels Digest and Chuck Zimmerman, Editor, DomesticFuel.com

The media landscape has changed and with the proliferation of blogs, the web has become the leader in breaking news, and a primary source for consumers to get their information. So how do you get bloggers to cover your story? This webinar will discuss the power of blogs; how blogs have changed the way reporters report; what types of stories bloggers write about; and how to craft a successful pitch to a blogger.

Click here to register.

The Communicating Renewables Webinar Program kicked off the first of its six part series designed to help arm communications professionals with the tools they will need to approach, head on, the challenging task of getting the positive message about renewable energy, technologies and research out to consumers, stakeholders, policy leaders, and the media. Jay Byrne, president of Fluence Interactive Public Relations, Inc. (v-Fluence) presented yesterday on Social Networking and how one can refute the misconceptions and negativity in the renewable energy arena.

“The internet is the starting point where people collect information,” noted Byrne. “It is more influential than all other media.”

Byrne also said that over 90 percent of individuals use a search engine to inquire about issues and this is where organizations can target their message. He stressed the value of influencing search results against terms people use with your content and that of others who agree with you; extending availability and visibility of supportive content into multi-media channels; making your content available (and part of) relevant new and social media conversations; and finally having your content validated (amplified) by appropriate third-parties online (via repetition and links).

As the host of the Communicating Webinar Series, Joanna Schroeder, APR, Principal of 4R Communications said, “In an over crowded marketplace, content and relationships rule. It’s important that communicators remember that some of the most simple and effective tools will help us gain consumer support. Some of these tactics include coalition building, developing relationships with energy experts and energy reporters, and bringing all of these people together through dynamic web content.”

The next Communicating Webinar Series will be on June 9 and presented by Sean O’Hanlon, Founder and Executive Director of American Biofuels Coalition and Tom Collina, Executive Director of 2020 Vision. The topic of the webinar will be Unification of Messages through Coalition Building — Best Practices. For more information, click here.

There are many opportunities and challenges facing the renewable energy industry. To achieve long-term success, one of the greatest hurdles the industry must overcome is garnering consumer support and product adoption. This has been tough for the corn-ethanol industry in part, due to media hostility and biased reporting.

So what is the most effective way to communicate your message to ensure your technology survives in a crowded marketplace? 

This question and more will be answered in the Communicating Renewables Webinar Series. This program is designed for those involved in or seeking information about the alternative energy arena. The webinar series is designed specifically to help arm communications professionals with the tools they will need to approach, head on, the challenging task of getting the positive message about renewable energy, technologies and research out to consumers, stakeholders, policy leaders, and the media.

Topics include:

• » Web 2.0: how to harness the newest online tools to ensure your message reaches your target audience
• » Strength in numbers: building coalitions with unlikely partners to add legitimacy to your messages
• » Pit Bull Media Relations: how to pitch reporters who don’t support your product
• » Grant Writing and Fundraising 101: how to bring additional funding to your organization
• » Pitching Energy Reporters: the do’s and dont’s to securing coverage
• » Developing Effective Media Relationships: how to work with overburdened and time-starved reporters

Don’t miss this ground breaking and affordable webinar series. Most sessions are only $49. The first session is June 2, 2009. To learn more and to register go to www.CommunicatingRenewables.com.

Ed Schafer, U.S. Secretary of Agriculture under George W. Bush, Governor of North Dakota from 1992-2000, and one of the founders of the Governors’ Biofuels Coalition will be the first guest on the 2009 edition of the Ethanol Minute Radio program beginning this week.

In this year’s inaugural broadcast of the highly successful series, Secretary Schafer says that America can continue to be the breadbasket of the world while playing a vital role in the development of renewable energy. He notes that biofuels had little impact on a spike in food prices last year that were in reality due to skyrocketing energy costs, a global drought, and a surge in world demand.

“Although corn and oil prices are now at their lowest in years, food manufacturers continue to charge high prices and rake in record profits. It is time for them to stop blaming biofuels and provide some relief to the American consumer,” said Mr. Schafer. “Working together, we can turn the economy around with both the energy and food sectors doing their part. As a Governor I had to balance the needs of many different industries and the biofuels program does just that.”

The Ethanol Minute is broadcast nationally with nearly 1,000 minutes per week airing from coast to coast reaching more than 50 million listeners. Guests include people from all walks of life providing a perspective from a variety of industry, government, and public interests in a concise and targeted format.

The Ethanol Minute is part of the Ethanol Across America Education Campaign. The program is produced in cooperation with the US Department of Agriculture, with additional support provided by Growth Energy.

This latest edition of Domestic Fuel Cast communicates some important information for those who communicate the story of renewable energy.

The Communicating Renewables Summit takes place April 21-23 at the Hilton in Minneapolis, Minnesota and is touted as “THE conference to attend if you are a communications professional working for a company, association or agency that promotes wind, solar, biofuels, geothermal, hydrogen and more!”

Domestic Fuel’s parent company, ZimmComm New Media, is the media partner with our old friend Joanna Schroeder… whose 4R Communications is putting on the summit.

“This conference is designed to help communicators evolve the skills they are going to need to be successful in communicating why consumers should adopt their product.”

Schroeder says they’ll have sessions on crisis communications, such as how to handle issues like the food-versus-fuel debate.

Some of those speaking at the summit also include Sean O’Hanlon, Executive Director and founder of the American Biofuels Council… a group the coordinates biofuels research, analysis, development and education in the country… and Tom Collina, the executive director of 20-20 Vision… a non-profit organization dedicated to solving global challenges where international security, energy and the environment come together.

You can hear some of their ideas for renewable energy communications by listening to this week’s Domestic Fuel Cast here: DFCast-3-13-09.mp3

Of course, for even more information, you really need to make plans to attend the Communicating Renewables Summit, April 21-23 in Minneapolis.

You can also subscribe to the DomesticFuel Cast here.

Podcast: Play in new window | Download (2.4MB)

Thanks to new media and social networking technology, proceedings at the 14th Annual National Ethanol Conference will be made available worldwide as they happen next week, live from San Antonio, Texas.

For the first time, Renewable Fuels Association President and CEO Bob Dinneen’s State of the Industry Address will be webcast live on the official NEC blog, the Ethanol Report. In addition, video highlights of keynote speeches and other important sessions will be available, both on the official blog and here on Domestic Fuel.

The Ethanol Report will provide regular updates from the conference with an inside look as to what is being discussed throughout different breakout sessions and panel discussions, as well as view photos, videos, and audio interviews conducted by the Ethanol Report news team.

In addition, real-time information about panel discussions and speeches at the conference will be made through the RFA Twitter account. To receive short, active updates from this year’s NEC, please make sure to visit www.twitter.com/ethanolRFA and sign up.

Information and content provided on the Ethanol Report blog is also open to use by members of the media who are unable to attend the conference but would like to report on the event. There will be a frequently updated Flickr photo album link with high quality photos available, as well as downloadable audio.

The Communicating Renewables Summit coming up in Minneapolis April 21-23 is a timely event for those involved in the alternative energy arena. The conference is designed specifically for the challenging task of getting the positive message about all renewables out to consumers, stakeholders, policy leaders and the media.

Conference organizer Joanna Schroeder with 4RCommunications says she came up with the idea for the event because she sees a need for communications education in the renewable energy industry. “As President Obama implements new energy legislation, this conference is designed to help communicators develop the skills they’re going to need to educate consumers,” Schroeder said.

Schroeder, who served as Director of Communications for the Ethanol Promotion and Information Council, says all renewable energy producers need to be prepared to defend incentives designed to grow renewable energy options. “Ethanol and biodiesel have already been experiencing the negative media, but I think that wind and solar are going to find that as they receive more tax incentives and subsidies they will have to go on the defensive also,” she said.

The conference will feature a number seasoned renewable industry professionals, such as Tom Collina, executive director of 2020 Vision, a national membership organization focused on explaining how energy choices affect both the environment and national security. “How we talk about renewables and energy in general is very important,” Collina says about the summit. “With all the new energy legislation and policy being considered, it’s more important than ever that we explain to the American people what’s at stake.”

Early bird registration for the summit (before February 25) is just $695. Registration and additional information about the conference can be found on-line at communicatingrenewables.com.

Here is a promotional video for the Communicating Renewables Summit:

The Renewable Fuels Association has released a new television ad focusing on the important role ethanol is playing in our nation’s economic, energy and environmental future by creating jobs, developing new technologies, and reducing our dependence on foreign oil.

In just 30 seconds, the ad entitled “Right Here, Right Now” stresses that our energy future starts at home with 180 ethanol plants nationwide, fueling the economy with over 300,000 green jobs.

Watch the ad here:

A summit aimed at helping renewable energy professionals communicate the good, green news about this growing industry is coming up this April in Minneapolis. This timely event is the first of it’s kind dedicated specifically to the success of communicators working in the alternative energy industry.

The Communicating Renewables Summit 2009 will feature presentations on topics such as, How to Develop Effective Media Relationships; A Strategic Approach to Fundraising; Pit Bull Media Tactics; Green Noise; Social Media: The New Range War?; Unification of Messages Through Coalition Building; A Reality Check: What Consumers Really Think of Green; and much more.

The event will be held April 21-23 at the Hotel Minneapolis. Registration is now open and more information can be found here.

Domestic Fuel is proud to be a sponsor of this event to help encourage more effective communications for the alternative energy industry.

We are introducing a new regular feature here on Domestic Fuel that will take a look at some of the many books and movies out there that take on the topics of environment, energy and renewables.

Our Domestic Fuel book and movie reviewer is Joanna Schroeder, who has been the communications director for the Ethanol Promotion and Information Council (now Growth Energy) since September of 2005, and is now starting her own communications company focused on the renewable energy industry. Joanna has a strong background in both environmental science and technical communications, which makes her well qualified to provide in-depth analysis of current literature and film in the field of energy and the environment.

Joanna is an Accredited Public Relations (APR) professional who specializes in PR strategy, issues management, media training, media relations and environmental initiatives. She is in the process of planning a “Communicating Renewables” conference this spring in Minneapolis for communicators working in the alternative energy industry.

Expect to hear more about that in the coming weeks – in the meantime, enjoy her critiques.