ede plans $ M drive to count& PA On environment

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1 VOl. 11, No. 2 c egvr sbp Ar green The Monthly Magazne for PR Professonals February 1997 ede plans $ M drve Act attle k Clnton Admnstraton s propal to update the Clean Ar Act sexpected to be the major envronmdal fght n the 105th Congress. Sen. John Chaffee (R.-R) and House Speaka Newt Gngrch (R.-GA) are amongrepublcan leaders who wll play major des n craftng CAA revsons. Chaffee hstorcally has been a strong defender of clean ar legslaton, but some Democrats worry he may he less than a relable ally ths year. Gngrch, whom many Democrats pant as arch-enemy No., may actually turn out to be a more relable ally on the green front, accordng to Rep. Wayne Glchrest (R.-MD), a leader among moderate GOP envronmentalsts and member of the House Resources Commttee. know that Newt Gngrch s not Cortrued ot page 22 to count& PA On envronment $5 mllon grassroots PR campagn bankrolled by a pro-bg Busness group promses to dog the Envronmental Protecton Agency ths year as the Federal watchdog holds hearngs throughout the U.S. on green regulatons. The Ctzens for a Sound Economy promses to spread ts message that excessve EPA regulatons kll busnesses and styme economc growth. t promses alternatve remedes to any costlv clean-uo measures that are rec- The Ctzens for a Sound omm ended by the EpA. Economy plans a $5 mllon qrassroots effort to counter CSE VOWS a sophstcated mx of PR. vdeo, advertsng and collateral mater- Envronmental als to make ts pont. burdens On busness proposed by Carol Browner s Protecton Agency. Contnued on pqe 16 exaco racal scandal may boost hrng of black PR pros By Walter Andrews exaco s landmark $176.1 mllon settlement of ts racal dscrmnaton sut has many PR executves revewng the mnorty hrng and promoton practces at ther frms. Dversty has been a major buzzword among PR frms durng the 1st fve years, but when t comes to hrng mnortes, especally blacks, lany frms have come up short. Black PR pros hope 1997 wll be a watershed year for hrng blacks by PR rms followng the tdal wave of negatve publcty suffered by Texaco. Most PR frm CEOs agreed the ndustry has to do more mnorty hrng. Jt appear to be at a loss on how to mprove the stuaton. Some complaned there s a shortage of qualfed mnorty talent. They also amed they can t compete wth the hefty salares offered by companes to e few sklled black communcators. Others sad PR frms can t afford to bankroll the large outreach effort need- to track down and then tran mnorty PR people. Black PR pros scoffed at these arguments and sad the ndustry s mssns opportunty. partcularly n the bg-cty markets where the hgh proporton blacks and mnortes represents an untapped target audence. The Equal Corrrrrucd o pp 25 PR frms have ther heads n the sand when they say they can t fnd qualfed black communcatons pros. -Bruce Crawley, Presdent of Crawley. Haskns & Rogers n Phladelpha

2 fkhess group plans $5M Conh*dbm page one ts mesqe wll focus on the dstrcts of C onmen and Senators on the key commttccsaffectng envronmental legslaton. We gokk huntng where the ducks are, sad &nt Bahler, CSE Communcatons Ductor. CsE, w&h has a staff of about 50, wll handk5e communcatons n house accordng m Bahler. No ad agency, no PR frm. fs just that we qute frankly have the abaty, the talent to do t more effcently m house. We got quotes from frms to &&s stuff for us and t would have been four, fve, sx tmes more costly. Bahler, however. dd say that a freelance scrp and cameraperson may be used for tht effort. Targets set The CSEcampagn has ntally target- ed ctes s whch the EPA plans hearngs-waco. Tex.; Salt Lake Cty; Chcago and Boston-as ts targets. Denver also s on the lst because t wll play host to the summt meetng of Economc and Scentfc Backgrounder Ctzens tor a Sound Economy has readed for nserton n about 20 markets around the country. About 500,000 copes have been prnted. The markets wll be determned by the locatons where the EPA holds hearngs on envronmental proposals and the dstrcts of members of key envronmental commlttees n Congress. the world s seven top ndustral powers. The G7 summt, whch s held to dscuss economc affars among the bg western natons, s gong to be held n Denver and the topc du jour s gong to be global w&- ng, sad Bahler. And so. we ll be nvolved there and be wagng our campagn to educate the publc. Lookng at 20 markets n addton to the above, Bahler sad the CSE envronmental campagn, whch wll extend through was lookng at another 20 markets ths year. The campagn ncludes a half-hour, vdeo documentary and a full-color, 36- page magazne. The vdeo wll be ared on local televson and the magazne wll be placed n local newspapers at the same tme as the EPA hearngs. t s a collateral effort. Bahler sad. There also s an abbrevated verson of the vdeo for showng n hgh schools and cvc forums, generc brochures and spot televson commercals. CSE also has prnted two-page polcy brefs. that go nto more detal, but are wrtten n layman s language. on specfc envronmental ssues such as global warmng, sold-waste dsposal, clean water and how the envronmental approach to these ssues mght be modernzed as the naton enters the 21st century, Bahler sad. These wll be dstrbuted prmarly at the grass-roots level: cvc clubs, hgh schools and other forums where the general publc congregates, he sad. Dstrbuton wll be done n conjuncton wth the overall campagn. CSE has prnted 500,000 copes of the magazne, Bahler sad, for newspaper nserton n probably two dozen medum-to-major markets. t could be more, dependng on the success of the program. Whle the magazne wll not run n New York Cty areas because of the cost nvolved, t wll be nserted n suburban papers. What we wll probably do s buy locally Long sland, Westchester County. We target n a narrower sense than most organzatons do, sad Bahler. The EPA effort and congressonal dstrcts helped determne the ten states, for whch CSE hred full-tme campagn drectors: Calforna, Oregon, Washngton, Texas, Wsconsn, Mchgan, Pennsylvana, New Jersey, Oho and We go duck huntng where the ducks are, sad Brent Bahler, about how Ctzens for a Sound Economy wll target key Congressonal dstrcts wth ts $5M grassroots campagn to thwart excessve Envronmental Protecton Agency regulaton. llnos. Bahler sad ths lst could change dependng on the PA schedule and as envronmental legslaton wnds ts way through the halls of Congress. The whole project s desgned to ncrease the average ctzen s awareness of what has been done to protect the envronment, what the effect s from that effort on people s personal economc status. wages, jobs, thngs lke that, and hopefully get them to thnk about changng the way we protect the envronment n the future so that we can not only pro- Contnued on page O DWYER S PR SERVCES REPORT - FEBRUARY 1997

3 &shes group plans $5M Carrrcdftvkpage 16 eu t& envronment but we do a better pb d protectng ther own economc fatc the CSE executve sad. CSE has 250,000 members CSE descrbes tself as a natonal, mpnsan 250,000-member organzatn pomotng market-based solutons to PUlJc polcy problems. t s fscally coscmdve and backed by busness gmps- hchannan s C. Boyden Gray, the f-whte House Chef of Staff n the Barb Admnstraton. CSE and the CSE Foundaton are suppoatd by more than 300 foundatons, asnratons and busnesses n addton to CLC ndvdual members. Our fundng su~port comes from more than just bus- MSS, accordng to Bahler. About one thrd of CSE s budget colpts from each of these three areas: ndvduals, foundatons and busnesses. Thcbusness support ncludes such trade assocatons as the Amercan Petroleum nstute, the Chemcal Manufacturers Assn. and the Natonal Assn. of Manufacturers. CSE prefers the adjectve fscally conservatve snce t does not get nvolved n socal ssues such as aborton or gun control. Donatons declned n 96 Bahler sad donatons declned the past year to about $11 mllon from $17 mllon n 1995 because 1996 was a Presdental electon year and funds were dverted to the poltcal campagns. thnk groups lke ours all over the country found that support that normally goes to ssue advocacy went nto poltcal acton nstead. The s the frst tme CSE has launched such a campagn on the envronment although t has made smlar efforts on other ssues, Bahler sad. What we do s grassroots and advocacy work on economc ssues. He sad the organzaton has receved favorable menton n the meda for ts one-year, $5 mllon campagn n 1994 to defeat the Clnton Admnstraton s healthcare package. n t had campagns on tax cuts, balanced budget, flat tax and telecommuncatons reform. There was none n 1995 or 1996 as bg as the healthcare battle of 94, ponted out Bahler. Contngent on the agenda set by Congress, the organzaton s consderng campagns on Socal Securty reform and deregulaton of the electrcal utlty ndustres, Bahler sad. Those wll be the three bg ssues of 97. So much of our agenda s drven by the congressonal agenda. So, f Congress s serous about those ssues, we ll be serous, he sad. Change shouted down The geness of the 1997 envronmental campagn was found n the last Congress when members advocatng a change n the naton s approach to envronmental protecton were bascally shouted down by the envronmentalsts shoutng rollback when n fact what they were advocatng wasn t rollback so much as just changng the way we go about thngs, accordng to Bahler. We ddn t have a chance for debate because most people don t pay attenton to the ssue. He sad the Amercan publc doesn t have a good understandng of the envronmental ssues or the economc mpact on ther own personal economes. The bureaucracy s able to mplement wlly nlly ts own favorte approach and dsregard the economc mpacts, sad Bahler. And so, we thnk f we can engage the Amercan publc n ths debate we ll end up wth a much more effcent envronmental protecton that acheves that mportant goal but also doesn t wreak havoc on the economy. The CSE executve sad credble economc studes ndcate that current envronmental laws as admnstered by the Contnued on page 20 Y 18 O DWYER S PR SERVCES REPORT - FEBRUARY 1997

4 susnessg~roup plans $5M Conttuudjm page 8 EPA have bun a drag on economc growth. "lme's no reason why we should be content wth our economy clckng along at two or three percent a year. Ths country s capable of much Mer. Babla predcted. Economc studes cted CSE cta a study by Harvard Economst Dde Jorgenson showng that between thtyears 1972 and 1985 the EPAs burwrratc, top-down, one-szefts-all approach reduced U.S. economc output by 26 percent. When you cte those statstcs to the average person, ther eyes glaze over. We dd the extrapolaton... that s the equvalent to two mllon new jobs, or about ten tmes as many pay rases. Bahler sad another economc study, ndependent of Jorgenson s, by the Compettve Enterprse nsttute has documented the relatonshp between regulaton and productvty. Every dollar you spend controllng polluton means the loss of about $3 to S4 n productvty. Lower productvty means less economc growth. lower wage. The CSE message s that there s a better way to protect the envronment wthout the adverse economc mpact. We thnk there s... by gvng the states more power, by gvng states greater flexblty, by just changng the atttude between regulators and regulated, Bahler sad. WTH A DEPENDABLE PHOTONDEO ~- FRM to address clean ar specfcallv. (908) A Ctzens for a Sound Economy backgrounder warns that the Clnton Admnstraton s push for a bndng agreement wth the Unted Natons to curb the emsson of carbon doxde and other global warmng gases could cost the US. economy $350 bllon a year wth only a two degree change n temperature. Punshment doesn t guarantee clean He cted the case of the Federal EPA audtng the Vrgna state EPA because the amount of tnes collected from polluters has declned n the last year or so. They are equatng the amount of fnes collected wth the amount of envronmental protecton, whch may not be a good relatonshp. We thnk envronmental protecton ought to be problem solvng not punshment. f all you re dong s punshng people, you re proba- PLANYOUR PR PROGRAM Publcty photos & dstrbuton Vdeo producton and edtng to meda N Vdeo News Releases by Studo photography satellte Case Hstory studes Moton pctures Annual report photos Audo tapng and transcrbng ndustral photography Meda tranng for TV You can depend on Don Phean. nc. photographc & vdeo servces. Organzed natonally to gve you qualty, servce and moneysavng convenence. Don Phelan s a former regonal manager of U.P.. where he poneered the frst vdeo news release servce (on flm) n PR Stll Photo Assgnments: $250 plus expenses any U.S. locaton (except Alaska and Hawa). Our servce s avalable throughout the Unted States and abroad. DON PHELAN NC GREENDALE COURT TOMS RVER, N.J Fax ( 08) O DWYER S PR SERVCES REPORT - FEBRUARY 1997 bly not cleanng up the envronment, Bahler sad. He noted wth approval an llnos plot project called the Clean Break program, where a company can go to the state envronmental agency and say t wants to work wth the agency to determne f t has any problems and then to solve them. The state EPA wll wave the fnes, the punshment. because they re more nterested n solvng the problem. We thnk that s a much better approach than just gong out and slappng fnes on people. And, busnesses probably know better where to look for problems than someone from the outsde does, Bahler commented. PR carefully planned The envronmental campagn was not a spur-of-the-moment thng, Bahler sad. t was the result of about a year of careful plannng. We dd a lot of opnon research work- both surveys and focus groups. What we found was that more than half of all Amercans don t have--and they admt they don t have-a good understandng of envronmental ssues, or the mpact of envronmental protecton on ther own personal economes. Bahler stated. The man tem on the congressonal envronmental agenda so far s the EPA s update of the Clean Ar Act. But the CSE vdeo and magazne are not focused on that specfc ssue, Bahler sad. When we were producng ths stuff, we dd not know where EPA was headed. We wll probably be developng addtonal materals that wll get nto that ssue. The vdeo takes a more generc 1 approach to envronmental protecton and probably won t be changed Bahler sad CSE wll probably prnt a new polcy bref on clean a,r to address the ssue n detal. What we ask as the very frst queston s Where s the scence? Ctng a report by the Oregon Health Scence Unversty. Bahler sad ndoor ar s more of a problem than outdoor ar. Ever snce we sealed up our houses and offce buldngs because ofenergy mandated by the Federal governmen1 n the 70s. we re not breathng fresh ar nsde. t s the dust mtes and the outgassng of fabrcs n the house and offce that s causng the problem. They re just gnorng all the scence, he concluded.

5 !! r! 1 1 Ceaa MAct update Contnuedfwn page one looked upon as beng one of the most envmclmtntalst members of Congress, sad Glchna But what Newt dd for us n tht last sesson was to slow down the process hag enough for a number of us to get nformaton to the proper people so ttpt compromses and good legslaton could happen. Th ablty to get nformaton to the rght people was a major factor n the passage of envronmental legslaton at the end of tbc 104th Congress n a jont effort by the Democratc mnorty and moderate Republcans. Glchrest sad. Hs comments were made at a recent press brefng held by the Envronmental Meda Servccs that was also attended by Rep. Henry Waxman (D-CA+a longtme envronmentalst and the rankng mnorty member of House Resources Commttee-and Greg Wetstone. the legslatve drector of the Natural Resources Defense Councl, an envronmental advocacy group. House s greener As a result of the November electon, the House floor wll be more frendly to envronmental legslaton by seven or When crtcal legal, regulatory, and ethcal stuatons arse that threaten organzatonal reputaton and credblty... t s not a game! eght votes, Wetstone sad, but key oppo nents of envronmental protecton n thc Republcan leadershp reman. As opponents among the Republca! House leadershp he lsted Rep. Ton Class Actons Plea Agreements Regulatory Vlolatons Complance Precedent-Settng Fnes RlCO Consent Orders Product Contamnaton. Tral Montorng Coverage Strateges Falure. Tamperng Tral Transcrpt Analysls Deposton Analyss Recalls. Sezures Wrongful Death Call the expert s expert: James E. Lukaszewsk, APR. Fellow PRSA OFFCE Phone oo00 WEEKEND phone Fax Far The HOME Phone CAR phone Fax WEE STE Address w e corn v+s~t our Web sate at www e9 1 1 corn lor more about The Lukaszewskl Group nc or Mr Lukaszewsko s monographs The Newesl Dlsclplne Managtng Legally Drven ssues- and Communzallon Standards The Prlnclples and Protocots for Standard-Sellmg ndlvtdual and Corpoae Communlcacon 22 O DWYER S PR SERVCES REPORT - FEBRUARY 1997 Lukaszewsk Group Management Advsors n Ltgaton Cmmunsatons DeLay of Texas, the Majorty Whp and thrd rankng House Republcan; Don Young of Alaska, who chars the Natural Resources Commttee, and Bud Shuster of Pennsylvana, Charman of the Transportaton and nfrastructure Commttee, whch has jursdcton over the Clean Water Act. The comments of these three, especally DeLay, suggest that the agenda may not be much changed but that we may see a greenng of the rhetorc. sad Wetstone. The queston, Wetstone sad, s whether the new Congress wll be lke the start of the former 104th wth efforts to weaken landmark envronmental legslaton across the board, or lke the end of the 104th where there was an effort to reach bpartsan consensus on measures supported by the envronmental communty and the publc at large. He noted that a great deal had changed snce the start of the 104th Congress two years ago. There s clearly a greater publc awareness that envronmental protecton laws can be placed n jeopardy n Congress and the last electon demonstrated that the envronment can be a farly potent poltcal ssue. thnk members are more aware of that, sad Wetstone. t gves us reason to hope that we won t have to go back over that ground agan of havng to devote our energes smply to preventng efforts to weaken envronmental protecton. Wth the mportant exceptons of loggng and natonal forests, the envronmental allance of moderate Republcans and Democrats was able to beat back an unprecedented effort (n the last Congress) to fundamentally scale back the naton s landmark envronmental protect on aws. Mother of battles comng Waxman, the rankng mnorty rnember of the House Government Reform and Oversght Commttee, warned about the House Republcan leadershp opposng the new clean ar proposals of the Admnstraton s Envronmental Protecton Agency. Let me say very clearly, f we end up wth a clean-ar fght ths year, t s gong to be the mother of envronmental fghts. Waxman sad. n the last Congress, the assault was ndrect n that clean-ar opponents tred to crpple the law through so-called regulatory Contnued on page 24

6 Cktrr Au Act update CorSlusgfrwpapage 22 ref- rkdr would have made t mpssbkbrlk EPA to adopt regulatons. Btlt tkt assault [on standards] we re herrg tbout now goes to the very hean of Lt clcrn ar law, Waxman warned. Wbtn members of Congress talk abort apposng EPAs proposal to move to saadrrls based on better scence tham tbose on whch the orgnal stan. dards wx based they re really talkng a b repealng the Clean Ar Act tsell and thc whole bass for ts progress. f my law has worked well, t s the Cleu AhAct, Waxman sad. hope we donlend up n a partsan fght because t would be unfortunate and leave us prob. ably n a stalemate wth a lot of btter. ness n the Congress. Chaffee support questoned Wee, the Charman of the Senate Envronment Commttee and long-tme champon of clean ar legslaton, ha nevutheless made statements, Wetstone sad, suggestng a wllngness to oppose the EPAs proposed standards for ozone and partculate matter as well as healthbased ar qualty standard tself. Our premums and ad specaltes wll make your next publc relatons program exctng, memorable and successful! You can count on us to delver the bascs, or the outrageous. on-tme, on-target and on-budget. For your FREE hgh results//ow cost dea book. call or wrte: BONNEOTT ~ROWOTON~ 305 East 40th Street, New York. N.Y (212) Fax: (212) l3.w... tb premum source! NC., The alternatve would be a costbased standard, under whch ndustry would not have to stop polluton f the cost of clean-up equpment was greater than the costs ncurred by the sckness t causes. t abandons the prncple of safety and conservaton n dong the best we can. t abandons the noton of the rght to be free from polluton that s the bass of our current laws, Wetstone sad. n a queston-and-answer sesson, Waxman commented that drvng U.S. ndustry to develop new and better ways to mtgate polluton has not only resulted n better health for the Amercan people but new ndustres for ths country... as we become the leader around the world for what everyone s gong to need around the world and that s polluton-control technology. Glchrest defended hs fellow Republcan and doubted that Chaffee would do anythng to weaken the Clear Ar Act. have a great deal of fath n Sen. Chaffee and don t thnk he s movng n a drecton to weaken the Clean Ar Act. What Republcans have learned over the past two years, Glchrest commented, s that t s not poltcally feasble to trash envronmental legslaton and manufacture sound btes of the EPA wearng black boots and actng lke the Gestapo. Wetstone worred that the threat to the envronment n the new Congress could be just as potent as n the last f what we see s the same agenda pursued n a more clever fashon where there s really an effort to avod announcng that the blls have been drafted by ndustry. Waxman also referred to reports at the begnnng of the last Congress of some of the pollutng ndustry lobbysts sttng down and draftng the blls that were later offered by some members to try and strp some of the envronmental protecton. Glchrest commented that thnk all of us at the table have some dea of what happened n the last Congress. He sad he could not deny there were calculatng efforts to dsmantle a number of envronmental regulatons. The Congressman was more optmstc about the 105th Congress sayng that a bpartsan nfrastructure was created n the last sesson to move forward on the envronment n a non-poltcal but much more nfonned way. Glchrest sad the nfrastructure of an nformed membershp has replaced powerful commttee charmen and staffers tellng members how to vote on envronmental ssues as has often been the case over a perod of years. Now. he sad, members are sophstcated enough to back up ther arguments. f you brng nformaton to the table, you re gong to have some nfluence. f you brng nformaton to the table, you re gong to have some credblty, he sad. Corporate welfare defended Glchrest sad loggng, grazng and mnng are also gong to be mportant ssues n the new Congress. He thought the scence and technology exsted to sustan the loggng ndustry whle mmcng nature and protectng bologcal dversty. thnk the scence s there to acheve that and thnk t s possble n ths 105th Congress to do that. n today s complcated global marketplace, Congress should not elmnate help to U.S. ndustry, whch opponents label corporate welfare, Glchrest sad. Sometmes corporate welfare farly adjusted s good. He sad mnng and loggng companes and ranchers should pay ther far share of buldng roads and replenshng what has been used. But, sad Glchrest. we also don t want to make t so expensve that the only people who are gong to be able to do t are foregn cattle-rancher corporatons that would be able to come n and pay the huge sum of money that would be requred. 24 O DWYER S PR SERVCES REPORT FEBRUARY 1997