3. Explain how your proposals are smart/effective/pragmatic in the context of today's interconnected world.
4. Explain how your proposals are the right thing to do. Talk about what kind of country we want to be in the world, with reference to our ideals and traditions -- who we strive to be as people.
5. Place your specifics within the context of big, crosscutting themes about smart and decent problem solving and behavior, e.g.: Pragmatic. Principled. Farsighted. Comprehensive. Trustworthy. Collaborative.
10. Stress a "can-do" approach. Inspire others with your vision of what America can do, working with others, to create a safer and better world. Don't use fear and guilt as your entry point to a subject.
11. Empower listeners by telling them what they can do and giving them yardsticks to evaluate policy actions and progress. (See "Engaging Citizens")
12. Avoid jargon and acronyms. (See "Wonk-Speak Translator.")
16. Use numbers sparingly and put them into context.
17. Use reasonable, rational tone. Don't attack personally or attack the motives of those you disagree with. Question their assumptions, not their integrity.

- Establish the choices between wasteful, polluting energy sources and new, more efficient, cleaner technologies that will provide sustainable energy for our homes, jobs, and planet.
- Emphasize common sense steps we can take today (e.g., energy efficiency and fuel efficiency) to do better. Explain how investments in newer, cleaner, more efficient sources of energy are wise, pragmatic, preventive steps that can produce multiple bangs for the buck in our efforts to create a better, safer America and world.
- Talk about the transition we need to make, and what we can do now to hurry the future.
- Inspire and empower audiences by talking about the exciting actions and movements already under way to help -- by cities, businesses, citizens, other countries, etc. Combine your call for a major national commitment to the challenge with descriptions of these encouraging developments.
- Talk about the exciting changes in markets that are already happening -- the technologies that already exist. Explain why incentives are necessary to encourage more widespread use of these technologies and even greater advances.
- Set a new standard in the listeners' minds by talking about striving for "super-efficient power plants" and "superclean coal technologies." Explain how we can do better than what is currently billed as "efficient and clean."
- Stress American know-how and our capacity to innovate. Remind your listeners of the power of American science and technology.

- Don't overpromise about America's chances of achieving energy "independence."
- Don't use vague words like "renewables" without fleshing them out with clear examples.
- Don't perpetuate the myth that the problem is merely about reducing dependence on "foreign or Middle East" oil. Possible alternatives: Explain how different choices would help us to reduce our vulnerability to the main oil-producing countries (e.g., to unstable regimes in unstable parts of the world) and give the U.S. greater flexibility in dealing with oil-rich countries.
- Don't imply that greater energy independence will allow us to "get out" of unstable regions or the Middle East. Possible alternatives: (1) Explain how overdependence on oil "limits our foreign policy options" and forces us to make undesirable choices; and/or that (2) overdependence on oil empowers autocratic leaders in oil-rich countries.
- Don't use wording that could put listeners into an "us versus them/others in the world" mindset. Try using words that create images of America as competing in a global economy ... of our kids thriving in a global economy ... that is making a transformation to a better global energy future for everyone.
- Don't lead off with the theme of "sacrifice."
- The popular catch phrases "energy security" and "energy independence" can have unintended effects. "Energy security" risks leaving people in a military or war-on-terrorism mindset; "energy independence" risks overpromising. One possible alternative is the term "sustainable energy," which has proven popular with both citizen and decisionmaker audiences and encourages thinking about the future and the efficient use of resources. If you use the term, define it early because it is inherently vague.
- Be prepared to talk about the costs involved in investments to make the transition.
Can-do We need a national plan to jump-start us toward a smarter
energy policy -- for our security, for our economy, and for our
environment. If we use the wealth, innovation, and can-do spirit with which we are
blessed, our energy future can be safer, cleaner, and more prosperous. But if we continue as we
are, we will be vulnerable to energy price shocks, instability in the Middle East and elsewhere,
and greater damage to our health and environment from pollution and global warming.
- A smarter energy policy uses existing technology to build better versions of today's cars
and trucks. Transportation accounts for 2/3 of the oil we consume and for hundreds of
thousands of American jobs; the alternatives are real. U.S. manufacturers are
committed to meeting meet a 43-miles-per-gallon standard for cars sold in Europe by
2010. China has announced plans for a mileage standard higher than ours.
- A smarter energy policy will use existing technology that can make new power plants
30 to 60 percent more efficient -- so that we can stop endangering our children's health
with dirty plants that send money up the smokestack.
- A smarter energy policy will encourage the use of the technology we already have to
build smart buildings that emit no pollution.
- A smarter energy policy will put in place an insurance policy against global warming by
beginning to make modest restrictions on the emissions that cause it.
- And a smarter energy policy will hurry the future -- by ensuring investment in the next
generation of technologies for alternative fuels and engines. They're moving forward,
but won't become commercially viable without an investment of money from the U.S.
government that shows this country is committed to a better energy future.
Common Sense The global energy transition is already under way. The question is
not whether we will have new innovative technologies such as cars that run on hydrogen
and homes that run on solar power; it is when we will have them, and whether the U.S.
will lead this change, and U.S. business will profit from it, or whether U.S. citizens and
businesses alike will be left behind.
- The pace of technological change is speeding up. Hybrid cars, trucks, and SUVs are
coming to market faster than anyone thought possible just a few years ago; and vehicles
that no one thought Americans would buy now have months-long waiting lists.
- Across the U.S., exciting things are happening -- The U.S. wind industry in 2003
became the world's No. 2 leader in new wind installations, just after Germany. Some
13 states now require that a certain amount of their electricity comes from renewable
energy, with Minnesota, New Mexico, and Texas among the leaders.
- Sweden and France have pledged to cut their emissions of greenhouse gases in half by
2050; other European countries have already made substantial cuts. Soon all EuropeanUnion member countries, including four of the world's seven largest economies, will be
participating in emissions trading to create further reductions.
- Research on hydrogen fuel cells, which cleanly burn hydrogen generated from almost
any source of energy, is already yielding prototype auto engines, air-conditioning units,
and even power sources for laptop computers. The U.S. Department of Energy says fuel
cell technology could generate 750,000 news jobs by 2030.
- Wind power is now the fastest-growing source of energy worldwide. The costs of wind
power, solar power, and other alternative technologies are dropping fast enough to
begin to make them competitive with oil and coal.
- Americans pioneered many of the new energy technologies -- but because there has
been little demand for them at home, U.S. firms are now lagging behind. Twenty years
ago, U.S. firms had 80 percent of the fuel cell market, but they now have just 20
percent -- right when this technology is hitting the big time.
Teamwork Government and industry must work together to make it happen --
like every previous transformation. We can't let short-term special interests
blind us to our long-term needs. Our government has successfully helped nurture new
industries and encourage new technologies -- from microchips to airbags -- that wouldn't
have been possible otherwise. This kind of joint government -- business investment will also
create jobs and spur economic growth.
- International oil giant BP says that its cut of almost 20 percent in greenhouse gas emissions
has actually saved it more than $600 million in just three years. Aluminum producer Alcoa
expects to save $100 million through energy efficiency between now and 2006.
- The high-tech industry shows just how much difference a small government
investment can make. Microchips dropped 95 percent in price, becoming affordable
for business and home computers, in 6 years -- because the U.S. government made big
purchases of them, giving their makers the incentive and resources to keep innovating.
- Where the U.S. is not investing in new technologies, other countries are capturing
growing markets. Japan has passed the U.S. to top global sales of solar-powered energy
cells, and the top sellers of wind turbines in the U.S. are Danish, not American firms.
Effectiveness The result will be a win-win-win situation -- for our economy,
for the environment, and for future generations. - Implementing new technologies -- in transportation and construction as well as power
plants themselves -- will create and sustain good high-tech jobs, just as the computer
revolution created the high-tech industries. Experts believe that a full energy transition
could generate more than 3.3 million new jobs over 10 years.
- Cleaning up old power plants would help the environment. It would also save lives
currently lost to respiratory illnesses caused by air pollution -- as many or more lives
every year as are saved by laws that convince more Americans to wear seat belts.
- Matching Europe and China in auto fuel efficiency by lifting our average to 40 miles
per gallon by 2012 would save almost as much oil every day as we imported from Saudi
Arabia in 2001. We can do that with the hybrid cars, trucks, and SUVs now beginning
to be sold.
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