September 24, 2019 TO: American Public Gas Association (APGA) FROM: Reservoir Communications Group RE: Proposed 2020 Engagement Following our call with the Media and Public Outreach Committee (MPOC), we have tailored the proposed scope of work for a $200,000 budget for a 12-month engagement. Outlined below is a more detailed breakdown of the different elements of our work together in 2020. Media Monitoring Being aware of and responding to the media environment is essential to a successful communications effort. Reservoir will rely on media monitoring tools like Google alerts and Meltwater to track new media developments. These tools will help us to capture the majority of coverage within 24 hours of publication. We will flag relevant articles to APGA and provide recommendations on how to engage. Media Relations Reservoir will serve as APGA’s media relations partner on the issue of electrification policies and natural gas bans. We will coordinate closely with APGA staff on drafting statements, engaging with reporters and responding to inquiries. Reporter Engagement Reservoir will take the lead on engaging with reporters who are covering the issue and writing about natural gas bans and electrification policies. As we identify news stories through media monitoring, we will reach out to the reporter to share APGA’s perspective and background materials. In some instances, we will also offer to conduct a background briefing with the reporter and work with APGA to facilitate a discussion. Letters to the Editor (LTE) We will work with APGA staff to identify opportunities to share the industry’s perspective through LTEs. Reservoir will draft the LTE based on the messaging and materials included in the communications toolkit and pitch it on behalf of APGA. We will also work to amplify published LTEs to key audiences. Media Inquiries Reservoir will work with APGA to assess all media inquiries on the topic. We will advise on the best course of action, which could range from a background conversation, a written statement or an on-the-record interview with APGA staff and/or members. We will help to prepare for interviews, draft statements and serve as the primary point of contact for the reporter. 1 Proactive Media Engagement To ensure the industry is not only responding to the media but shaping the conversation, Reservoir will work with APGA to identify opportunities to get ahead of the narrative. This would include coordinating with government affairs to anticipate the communities considering natural gas bans and conducting media outreach to educate reporters ahead of legislative action. Additionally, we will look to use new studies and data points opportunistically. Op-Eds As part of the proactive media engagement, we will draft and pitch one to three op-eds by APGA that lays out the industry’s point of view and the benefits of direct use of natural gas. We propose pitching at least one of these pieces to a national outlet such as The Hill to serve as an overarching argument against these policies. Statements Reservoir will draft statements that provide APGA’s perspective and work with the staff to refine and distribute to relevant reporters. APGA Media Database The media monitoring and resulting reporter engagement will allow us to expand APGA’s media database. We will coordinate with APGA on updating its media list and leveraging it for new announcements and other proactive opportunities. Social Media Reservoir will provide ongoing social media support by developing content to share across APGA’s channels and advising on how to engage in the broader conversation. Editorial Calendar and Content We will work with APGA to create an ongoing editorial calendar with a steady cadence of content that is pushed out each week. The evergreen content will highlight the benefits of direct use of natural gas as well as the flaws with electrification policies. This planned content will be supplemented by more timely updates such as relevant news articles that align with APGA’s point of view or tweets that link back to APGA statements. Reservoir will provide recommendations on how to structure the editorial calendar and the types of content that should be included. We will draft three evergreen tweets per week and support the real time tweet drafting to reflect current events. Engagement Reservoir will help identify themes for content, relevant hashtags and other opportunities for APGA to leverage social to get the industry’s message out to key stakeholders. Additionally, we will flag potential content to retweet or like as another way to engage in the social conversation, build awareness of APGA and attract new followers to the account. 2 Paid Promotion Promoting social media content will expand your reach and ensure that targeted audiences are seeing your message. Reservoir will provide recommendations on when and how to leverage paid promotion as part of the overall social strategy. Note: Paid advertising is not included as part of Reservoir’s retainer. Monthly Member Toolkit As part of our engagement, Reservoir will create a monthly toolkit for APGA members that leverages the updated messaging and materials. The toolkit will include a suggested blurb for APGA members’ websites/newsletters as well as sample social content. We will also package and share relevant news articles and aligned third party content. Strategic Counsel, Project Management and Reporting As part of the engagement, Reservoir will provide strategic counsel to APGA leadership and the MPOC. We will participate in relevant meetings and conference calls to provide updates on our work and discuss the overall strategy going forward. Reservoir will collaborate with APGA to develop a dashboard that tracks our progress. At the onset, we will identify key performance metrics such as LTE placements, reporter engagements and social media reach to track over time. This will allow us to track our progress and alert us if we need to adjust our approach. We will regularly report on these activities and outcomes to APGA staff, the MPOC and broader membership. Additionally, we will coordinate with APGA staff on overall project management. This includes regular conference calls and meetings. 3 2020 Engagement Proposal September 2019 American Public Gas Association RVO Overview • As communities across the country look to advance environmental policies to decrease carbon emissions, there is a growing discussion about banning the use of natural gas in homes or buildings in favor of “electrification” policies. • The discussion has largely been driven by those in favor of electrification policies. There has not been a clear and consistent message about the important role natural gas should play in the country’s energy future – and how it can help reduce greenhouse gas emissions sustainably and cost effectively. • For the past several months, Reservoir Communications Group has worked with the American Public Gas Association and its Media and Public Outreach Committee to develop messaging and materials for the industry to use and actively engage in the debate. • Creating the tools and materials is an important first step, but deploying them is how we will create a more balanced conversation. • The following slides review the current landscape and work to date building the communications toolkit as well as outline how Reservoir can continue to support APGA during the execution of the communications effort. 2 How the Landscape Has Shifted Op-Ed: Berkeley banned natural gas. The rest of California should too Electrification Proposals Gaining Momentum Another California city commits to banning natural gas in new construction Bay Area cities poised to follow Berkeley’s natural gas ban Seattle City Council to consider ban on natural gas for new homes, buildings The next target in the climate-change debate: your gas stove 3 Messaging and Materials to Respond Communications Toolkit Reservoir has worked with APGA to hone the industry’s message and develop a communications toolkit to support engagement around the topic. Internal documents to guide APGA’s communications efforts and ensure the association can quickly respond to the media and insert the industry’s point of view. • • • • • • • • • Media Engagement & Rapid Response Protocol Message Library Sample Q&A Social Media Guide LTE Template Draft Holding Statement Initial Media List Third Party Engagement Overview Media Training Deck External resources to educate reporters and other stakeholders about the benefits of consumers and businesses using natural gas in the home as well as highlight the flaws with electrification policies. • • • • • Direct Use of Natural Gas Infographic Affordability Infographic Myth v. Fact One-Pager Natural Gas is Part of the Solution What “Electrification” Means for Consumers 4 2020: Promote, Protect and Defend the Direct Use of Natural Gas APGA has invested to build the messaging infrastructure and communications tools to actively engage in the debate. We are already seeing the issue gaining traction in local California governments as well as across the country. In addition, recent media inquiries and news coverage referencing APGA, its members, staff and campaigns have increased. APGA members serve their communities and have a unique perspective on how extreme policies mandating electrification and banning natural gas will impact their neighbors, local businesses, the economy and the greater community. Now is the time to thoughtfully explain the benefits of using natural gas in homes and businesses and push back against electrification policies in a fact-based way. 5 Reservoir Engagement • The Reservoir team has spent the past several months learning about the issue and understanding the nuances. We have leveraged those insights to develop messaging and materials that will serve as the underpinning of the next phase. • The following slide outlines a proposed budget and scope of work for 2020. We worked with APGA and the MPOC to tailor the scope based on available resources and priority areas of focus. • We would welcome the opportunity to partner with APGA on this important issue and ensure that there is a full dialogue about the role natural gas can and should play in our country’s energy future. 6 Proposed Budget: $200,000 Reservoir will serve as APGA’s communications partner around the issue of electrification and natural gas bans. We will advise on how to respond to the media environment to push out APGA’s messages as well as look for opportunities to engage more proactively in communities. Reservoir will take the lead on drafting media materials and work with APGA on their dissemination. • Monitor the media to identify stories about natural gas bans/electrification policies. • Manage APGA’s media engagement on the topic and coordinate all media inquiries and APGA responses. • • • • • • Advise on how to respond to news articles and coordinate APGA’s response including preparing and pitching LTEs. Coordinate with APGA to draft statements in response to new developments and provide guidance on how to calibrate the distribution based on the scenario. Conduct outreach to reporters writing on the topic to provide a background briefing and APGA materials. Engage in real time to correct the record with reporters. Look for opportunities to engage proactively and help shape the conversation – engage reporters ahead of a vote on banning natural gas, push out new studies or supporting facts. Draft and pitch one to three op-eds with the industry’s perspective. • Create a monthly toolkit for APGA members with a suggested newsletter blurb and social content to amplify key messages and content. • Advise on how to leverage social media as part of the effort, contribute content to the editorial calendar and provide timely content updates. • Collaborate with APGA to create a dashboard that tracks and measures progress. • Provide strategic counsel to APGA staff and leadership. 7