Broken Policies • Broken Communication Correct Messaging in Energy Transition Policies

Abstract

This research provides communication tools and techniques to assist policy makers. It uses the idea that public acceptance of a policy is parallel to consumer acceptance of a product. By doing so the research attempts to bring market knowledge to bear on public discourse around policy yields. It is through this knowledge that insight about more effective communication tools, techniques and approaches to ensure acceptance of sustainable energy transition policies is provided. The research uses two case studies to analyze the above relationships. First, it takes a closer look at the Alberta Climate Leadership plan. An adapted MLP framework is applied to the plan, with a focus on the ability of communication to assist with energy transition. A media analysis and public survey are also utilized in order to identify key barriers in the acceptance of the policy, with a focus on barriers based of language and communication. The second case study is an emersion into a global brand. Through in-depth interviews and observations, key brand strategy tools were identified. These were the importance of emotions, threat, and stories. These brand tools were applied to the policy case study and by doing so provided tools for removing policy acceptance barriers through communication.