1. SOS NY Suppliers Offering Solutions in New York
A Campaign to Affect Policy and
Public Opinion
March 1, 2001
Draft presentation

2. Suppliers Offering Solutions Potential Coalition Members
Transcanada
Utilicorp
Dynegy
AES
Enron
PECO
APX
Morgan Stanley
NRDC
Keyspan
Mirant
PPL
Orion Power
Constellation
NRG
Edison Mission
Aquila

3. The Challenge
Re-educate Public and Policy Makers on benefits of competition
Distinguish New York from California and communicate a market-based message
Minimize impact of CA Governor Davis’ price-cap message
Refine and increase public affairs/grassroots effort among
policy makers, the media, opinion makers and electricity consumers

4. Major Themes Increase energy supply Decrease demand
Encourage risk management/hedging strategies by load serving entities and customers
Promote customer choice
Advocate benefits of competitive markets
Price caps don’t work

5. Immediate Goals
Ensure that electricity issues are perceived in New York as an argument for greater deregulation rather than further regulation
To foster a policy environment in which state lawmakers and regulators will adopt regulatory schemes that support free and open markets

6. Immediate Goals (cont.)
To work with key Executive, Legislative, and Regulatory officials in New York to discourage unwise, precipitous decisions in reaction to a perceived need to control prices
To enhance suppliers’ image as efficient, new economy companies that want to participate in New York’s power markets if the markets are structured appropriately

7. Target Audiences Executive Branch Governor’s Office PSC DEC
Legislature
ISO Board Members
City of New York
Strategic Relationships (e.g., Wall St, Commercial Bldg Owners, Construction Unions)
Media

8. Lobbying
Educate Governor Pataki’s staff, legislature, PSC, ISO, and Mayor Giuliani’s staff
Ensure that lawmakers and regulators understand the potential for New York to become the next California
Identify officials who are supportive of our goals and work with current allies
Neutralize potential foes

9. Lobbying (cont.)
Identify appropriate “grasstops” individuals to call on key decision makers
Develop materials and provide rationale for government officials to support our positions

10. Communications Strategy
Inventory of current communications activities
Message development
Materials development
Identify spokespersons and their availability

11. Earned Media Reporters who cover energy issues Trade publications
Editorial boards
Key columnists
Opeds
Speaking Engagements
Events

12. Paid Media
Evaluate polling data
Consider print ads and radio

13. Key Elements of a Comprehensive Campaign
Opinion Research and Polling
Strategy and Development of Themes
Coordinating Lobbying Efforts
Managing Information Flow
Overseeing Grasstops Efforts
Cyber Communications
Coalition Building
Coalition Management

14. Potential PR Firms Fleishman Hillard Mercury Enterprises
Robinson Lerer & Montgomery
Devito/Verdi
Others?

15. Implementation Agreement on overall effort
Commit to effort with financial backing
Consider public relations/grasstops proposals
Retain public relations/grasstops firm
Execute by April 1, 2001

16. Conclusion
Implementing a focused campaign to stabilize the fallout from California, to promote competitive markets and improve public perceptions