Filed under: Energy + Climate, Society + Media | Tags: CEP, energy, Kansas Coal, Secretary Bremby
I see the challenge of framing the energy debate as a parallel to creating a successful marketing campaign for an over saturated product. We need to ask ourselves what is going to make the CEPs message stand apart from all the other green messages being thrown at our constituents. Facts and hard evidence are nice and when making a claim you should always have them handy to back you up. However, people by nature are more likely to listen to something that they can tie to emotionally whether that emotion is humor, sadness, empathy or anger. Take for example the video with Secretary Bremby about the Kansas Coal debate. This video was informative but was boring and hard to watch for a full ten minutes and sixteen seconds. On the opposite side of the spectrum is the Coal Lovin Governor. The topic of these videos are the same but because the Coal Lovin Governor immediately used humor to engage the audience it was just much more likely to be watched in its entirety than the video with Secretary Bremby.
This doesn’t mean that humor is always the best method for conveying a message. As the storyteller we must LISTEN to our constituent groups and determine the best emotion we should use to frame our message. As I wrote this in such a methodical manner I questioned whether this approach seems too cold or black and white. Unfortunately, the simple fact of the matter is that if we all used Secretary Bremby, as smart of a man as he may be, to convey our message we might not reach our target audience.
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