ATLANTIC COAST PIPELINE

∗ Core Opportunity∗ Research Findings ∗ Objectives∗ Key Publics∗ Strategies∗ Tactics∗ Assessment∗ Resource Implications

Presentation Overview

To bolster the case for regulatory approval, the partners in Atlantic Coast Pipeline have the

opportunity to create local support for this project, which will create jobs and economic development

by bringing new clean & reliable supplies of affordable natural gas to North Carolina.

Core Opportunity

Research Findings

Research Findings

Affected community members benefited from direct engagement and access to information.

∗ Got information∗ Had their questions

answered∗ Online resources are not the

best way to reach landowners

Landowners are not receiving consistent information from Duke Energy or Piedmont.

∗ Receiving information from Doyle, rather that Duke Energy or Piedmont.

∗ From Duke and Piedmont: more reliable and builds trust

Research Findings

Research Findings

Landowners and neighbors prefer traditional media to social media.

∗ Not as engaged with social media/online media

∗ Need support from traditional news outlets

While many environmental groups have concerns about the ACP, active environmental opposition to the project is minimal.

∗ Concerns:∗ Fracking∗ Groundwater contamination∗ Construction of the pipeline∗ Sustainability of natural gas

∗ Most said they would not actively oppose the pipeline∗ Strong opposition in VA and WV seems more likely to

impact public opinion

Research Findings

Fracking, pipeline construction and pipeline safety are the biggest concerns related to the ACP

∗ Groundwater contamination∗ Disturbances of land and waterways during pipeline

construction∗ Previous pipeline accidents have raised concerns in West

Virginia and Virginia, but do not present a major issue to those interviewed

Research Findings

Objectives

Resolutions of support from county commissions in all eight affected counties

∗ Represent the local interests closest to the communities

∗ Resolutions of support from four already∗ Getting four more is feasible

∗ Would represent unanimous support by the affected counties governments

Objectives

Reach 10% of registered voters in affected counties with a monthly newsletter

∗ Controlled information∗ Targeted directly at landowners and neighbors in

affected counties.

Objectives

Change the sentiment of Atlantic Coast Pipeline conversation on Twitter from 44 to 60 within first six months of campaign

∗ Twitter is not a primary method for reaching our audiences

∗ Still easy to use to analyze public opinion∗ Topsy

Objectives

Increase overall engagement on Facebook by 20% in first six months of campaign

∗ Engagement = likes, comments, shares and post-clicks

∗ Primary social media choice∗ Content creation and management

Objectives

Achieve 80% support for the project statewide and 70% support in the affected counties

∗ Support = positive impact on the FERC process

Objectives

Get positive editorials from 75% of newspapers in affected counties and 3 editorial endorsements in media with statewide reach (N&O, Charlotte Observer, etc)

∗ Controlled information∗ Well-trusted source by target audiences

Objectives

Key Publics

Key Publics

Landowners/Neighbors

∗ Interests: Value of their property

∗ Generally informed on project

∗ Opinions on the pipeline vary∗ Need them to understand

process and support ACP

Moderate Environmental Groups∗ Groups that have not declared

opposition to the ACP or other similar pipelines

∗ Advocate various environmental issues and change in environmental policy

∗ Informed on pros/cons of energy sources and environmental impact of pipelines

∗ Vocal support is unlikely∗ Keep them from actively opposing

the project

Key Publics

Public Officials∗ County commissioners∗ Interests

∗ Re-election∗ Benefits to his/her

constituency∗ Economic development∗ Opinion leader for our

other key publics

Key Publics

Business Leaders∗ Management roles within

an organization or corporation

∗ Can advocate from an economic or social viewpoint

∗ Interests∗ Financial benefit∗ More customers∗ Public service

Key Publics

Strategies

Strategies

Build support among public officials through frequent meetings

∗ Build trust∗ Be a credible source for

any questions or concerns they may have

Garner support from North Carolina landowners and neighbors by opening direct channels of communication with Duke and Piedmont Natural Gas

∗ Important for Duke and Piedmont to serve as the primary contact throughout the process

∗ Prevents any third parties from providing false or slanted information

Strategies

Update environmentalists on the ongoing efforts and include them in the community’s communication and emphasize the environmental pros of natural gas

∗ Acknowledge their voices∗ Not attempting to shut them out of the

conversation

Strategies

Strategies

Provide ongoing information about the economic benefits to business leaders

∗ Business leaders = opinion leaders for many groups

∗ Can relay the positive effects to their peers, clients, and customers

Tactics

Tactics

Create Op-Eds and letters to the editor

∗ Send to strong supporters of the project to submit to papers

∗ Provide factual information

∗ Address general concerns and points of misinformation

Meet with papers in the affected counties and key statewide papers

∗ Build relationships with reporters and journalists in NC∗ Educate them about how the ACP is making every effort to

increase benefits for the local communities∗ Explain plans to reduce or eliminate potential for social,

economic, or environmental damages

Tactics

Tactics

Community Events∗ Bring locals together to

gain support and awareness

∗ casual and fun atmosphere ∗ No corporate attire or lingo∗ Local music and food∗ Booths to educate the

public

Social Media Content Creation∗ Regularly scheduled and consistent content∗ Facebook engagement is highest on Thursdays and

Fridays∗ Most traffic occurs mid-week between 12 and 2

pm∗ Most important and revealing content should be

posted at these times∗ Be wary of publishing too much

Tactics

Tactics

Social Media Monitoring

∗ Staff member needs to monitor Facebook, Twitter and Instagram

∗ Stay up to date on questions and concerns of the public

∗ Environmental groups

We created three prototypes∗ Newsletter∗ New Website∗ Community Presentation

Tactics

Newsletter Creation and Distribution∗ Include relevant information about the project∗ Updated timeline∗ Any other interesting information∗ Collaboration between Duke, Piedmont and Dominion

∗ make sure information is consistent and reliable

Tactics

New Website∗ Needs to be set up to provide information long-term,

separate from Dominion website∗ Better organizes and consolidates information∗ Emphasize the use of visuals, specifically of individual

people to humanize project∗ Repetition of keywords (such as ACP, natural gas, North

Carolina energy)

Tactics

Community Presentation∗ Engage and inform members in affected communities∗ Based on frequently asked questions∗ Goal = clarify recurring questions and concerns and to

provide factual information∗ Highlight the economic and environmental benefits∗ Address safety concerns and national security∗ Present to civic clubs and churches and other important

local organizations

Tactics

Business Cards

Assessment

Resolutions of support from all eight county commissions.

∗ Monitor county resolutions for the four counties that have not yet passed a resolution

Assessment

Get positive editorials from 75% of newspapers in affected counties and 3 editorial endorsements in media with statewide reach.

∗ Any editorial presenting factual information without a negative slant can be considered positive

Assessment

Change the sentiment of ACP conversation on Topsy from 44 to 60 via Twitter

∗ Check Topsy rating before and after the campaign∗ Check after any major release or event

Assessment

Increase overall engagement (likes, comments, shares and post-clicks) on Facebook by 20% in first six months of campaign.

∗ Facebook and Google Analytics∗ Check the engagement before and after the campaign∗ Check after any major release or event

Assessment

Achieve 80% support for the project statewide and 70% support in the affected counties.

∗ Conduct attitude survey of North Carolina ∗ Objective was based on survey conducted in Virginia

and West Virginia∗ Similar questions should be used for best accuracy

Assessment

Reach 10% of registered voters in affected counties with a monthly newsletter.

Count number physically printed and mailed and how many were opened electronically.

Assessment

Resource Implications

Staffing∗ Hire additional employee focused on content creation,

website management and social media∗ Strong Internet content creation skills and experience

with social media∗ Consistent voice and style∗ Work closely with public relations

Resource Implications

Financial costs∗ Acquiring voter lists∗ Printing and mailing newsletter

Resource Implications

Resource Implications

Event Planning and Execution

∗ Staff member to handle planning, promoting and carrying out community events

∗ Create/design an informational booth

∗ Promotion of the event∗ Execution of the event

Thank you!