yakking about fracking camp
TRANSCRIPT
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Executive Summary
Nearly 15.3 million Americans live within a mile of a natural gas or oil well (Valentine,
2013). A great number of these citizens live within the Appalachian Basin and the rich natural
gas deposit, the Marcellus Shale. In order to gain access to this resource, corporations use a
process called Hydraulic Fracturing, which uses special chemicals, explosives, and equipment to
capture the gas.
This process can lead to harmful effects on the environment and human health. There are
risks of water contamination, fires, and other serious repercussions. Scientists have researched
these effects, but low transparency in the industry and weak cooperation with the public has
stopped further studies and public dissemination of this information.
The larger issue, however, is that most Appalachian residents are not aware of the
presence, the process or possible consequences of hydraulic fracturing in their region.
We at the Sierra Club, in cooperation with other environmental advocacy organizations,
aim to help educate the general public about the need for environmental protection and the
processes involved with hydraulic fracturing.
We have created the Yakking About Fracking campaign to help spread awareness and
move citizens to action, using media and interpersonal tactics. The work will begin in January
2015, with a kickoff event, and continue for 6 months. Through providing information and
hosting special events, we hope to see an increase in awareness about natural gas fracturing in
the Appalachian Basin.
The Sierra Club is an internationally recognized leader in environmental protection and
education. Since its founding in 1892, this grassroots group has grown to include more than two
million members and has helped pass essential legislation such as the Clean Air Act. There are
64 active chapters across the United States, encouraging people to protect their local and global
environment. The Sierra Club stands as an advocate for education and awareness of the process
and possible harms of hydraulic fracturing, coal mining, and other unsustainable energy
practices.
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Organization
The Sierra Club is a grassroots environmental organization founded in 1892 by legendary
conservationist John Muir. Today, it is one of the nation’s largest and most influential
environmental organizations with more than two million members and supporters. The Sierra
Club’s successes range from protecting millions of wilderness acres to helping pass the Clean
Water, Clean Air, and Endangered Species Acts (Sierra Club, 2014). This organization is a
champion for the wellbeing of the Earth and its citizens.
Mission Statement:
“To explore, enjoy, and protect the wild places of the earth; To practice and promote the
responsible use of earth’s ecosystems and recourses; To educate and enlist humanity to protect
and restore the quality of the natural human environment; and to use all lawful means to carry
out the objectives.”
This organization is not only dedicated to fully protecting the environment from pollution
and degradation, like that caused by hydraulic fracturing, but to also educating the public on how
to aid in the effort.
The Sierra Club also believes “All species have a right to perpetuation of the habitat
necessary and require for survival. All creatures should have freedom from needless predation,
persecution, and cruel or unduly confining captivity. We must seek moral restraints on human
power to affect the well-being of so many species,” (Sierra Club, 2014).
The Sierra Club’s dedication to protecting the environment and basic human rights
inspired this campaign to raise awareness about hydraulic fracturing.
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Background
Fracking is the process of extracting natural gas from shale rock layers within the Earth.
This makes it possible to extract natural gas from shale deposits that were once unreachable with
conventional technologies. Horizontal drilling allows for the injection of highly pressurized
fracking fluids into a deep level of shale across wide deposits. This technique allows for higher
than normal extraction rates, with fewer wells. This drilling process can take up to a month, as
the tools create a hole more than a mile into the Earth (What is, 2014).
The dangers of fracking are increasing as the frequency and quantity of fracturing wells
rise. The extraction method uses a toxic chemical “soup” known as fracking fluid, and removes
millions of gallons of fresh water from the water cycle. Fracking causes a range of environmental
problems such as pollution from truck traffic, chemical contamination around storage tanks,
habitat fragmentation, and damage from drilling in environmentally sensitive areas (Dangers,
2014).
Below is a diagram which shows the process of hydraulic fracturing. This figure
illustrates the proximity of such wells to the water table, where drinking water could be at risk of
contamination.
http://johnosullivan.wordpres
s.com/2012/06/01/gas-
rebranded-as-green-energy-
by-eu/
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According to reports from Environment America, at least 17 states have active fracking
sites with a total of 82,000 wells. This process produced an estimated 280 billion gallons of
waste water in the year 2012 (Ridlington & Rumpler, 2013). Studies show that this water often
contains cancer-causing and even radioactive materials, contaminating drinking water sources
across the nation.
Fracking started in the Appalachian region in 2008. In the years since, the Sierra Club has
worked to protect clean water and other resources from long-term effects and has been proactive
about informing the public about shale drilling and fracking.
There are conflicting reports from the pro-fracking businesses and other independent
organizations about hydraulic fracturing, how it works, and whether it is harmful to the
environment or the public. Over the last ten years, journalists, documentaries, and scientific
studies have reported more and more evidence of water contamination, health problems, and
safety threats. As a result, fracking has become an issue of great concern. There have been
demonstrations and protests throughout the Appalachian region, especially in Pennsylvania,
West Virginia, and other Appalachian Basin states where communities are targeted for their
Marcellus shale deposits.
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Situation
In 2005, hydraulic fracturing came under public scrutiny when it was exempted from Safe
Water Drinking Act regulations through the “Halliburton Loophole” (Laws, 2014).
Concerns have grown through the years, as consequences of the problem weigh heavy on
the minds of Appalachian residents. As the amount of Marcellus shale drilling in the regions
increases, there is a need for clear and accessible information for the public about the possible
effects on the environment, public health and safety. This need for awareness and education is
the impetus for this campaign. The media is filled with mixed messages, so we want to provide
unbiased and reliable information.
As a high-stakes situation that could negatively affect the environment and public health,
it is important that the public be informed about the issue. Without this information and resulting
action, drilling may become even more widespread and threaten the quality of life in Appalachia.
This issue not only affects the relationship the Seirra Club builds with the general public,
but also relationships with environmental protection groups and proponents of fracking such as
business and politicians. Government officials are often forced to weigh environmental costs
against the benefits of new jobs and energy security. Natural gas is seen as a long-term
alternative energy source that will help the United States transition into more sustainable sources.
Gas deposits are estimated to hold enough oil to supply the country for more than 25 years
(Ridlington & Rumpler, 2013). Therefore, this problem will likely stretch into the foreseeable
future, as will the need for an informed public. If the public is informed, environmental groups
form coalitions, and politicians stand for the needs of their constituents, we can ensure a healthy
future for all of Appalachia. The Sierra Club, through the Yakking About Fracking campaign, is
committed to informing the public and working towards lasting solutions.
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Publics
While fracking practices affect the entire global community, especially those in areas of
shale deposits in the United States, this campaign focuses on one main public and two secondary
publics.
Our main objective is to target Appalachian residents to increase their awareness about
hydraulic fracturing process and presence. We are looking particularly at those residents age 30
through 50.
Our secondary publics are influenced, or can influence, our primary public. Our first aim
is to create partnerships with environmental organizations, in order to create a united coalition
for environmental protection in the Appalachian Basin. Our other secondary public are
Appalachian state governors, who are often the voice of these residents about fracking.
These publics are explained and analyzed in the following sections.
Appalachian Residents
The states in this campaign’s definition of the Appalachian Basin consideration include
West Virginia, Tennessee, New York, Pennsylvania, and parts of Ohio, Maryland, and
Kentucky. Many areas in these regions
are rural, and all lie above the Marcellus
Shale and/or the Devonian Black Shale,
where a great deal of fracturing efforts
have been initiated. The map to the left
shows the location of the gas deposit in
relation to the Appalachian states. Diagram courtesy of
marcellusshales.com
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As more than 25 million people live in this region, this public has been specified to
include just those adults in the 30-50 age range (Pollard & Jacobsen, 2014). At this life stage,
people are more likely to have families and to have settled into a community. Due to this, they
are more personally invested in the health and well-being of their neighbors and their children or
other relatives.
Demographically, the median age in Appalachia is about 40 years old. About 59% of the
population age 25 and over have only a high school diploma. The median family income in the
Appalachian region from 2008-2012 was $54,925, and, more specifically, $42,433 in Central
Appalachia in the West Virginia area (Pollard & Jacobsen, 2014).
As most Appalachian citizens buy their first house in their mid-30s, those in this age
group are clearly settling down into their communities. In West Virginia for instance, 87.9% of
people have lived in the same house for at least a year, and 73.7% own their homes. On average,
the households have 2.43 residents (Census, 2014). From these statistics, we can gather that
those who are older are likely to stay in their communities long term, having invested in the area.
Appalachian Values and Opinions
Appalachian culture and values are also an important consideration, as they help show the
need for this campaign and guide the way the tactics will be crafted and implemented.
West Virginia University research shows Appalachian residents value familism and
neighborliness, thus materials will be most effective when drafted to relate to the public and their
families or communities (Marcum, 2008). Even if the targets are not directly affected by
fracking, they will be interested or moved to attend to the messages because of their care and
concern for these people.
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This public also tends to value traditionalism, love of nature, and love for their home.
Most families desire to return to their hometowns and want to protect the natural beauty of the
area around them (Marcum, 2008). Therefore, using an environment-based approach will be
useful. Additionally, even those who do not currently reside in Appalachia may participate in the
campaign out of love for their roots. Because this culture, and to some extent this mid-life public,
are focused on social norms and less open to change, the campaign will have to be carefully
balanced between contemporary and classic media and public relations approaches. They are less
likely to accept outsiders, so using Appalachian-born spokespeople will aid in the effort.
However, it is essential to establish a starting point to facilitate understanding and
awareness over the issue of hydraulic fracking.
While nationwide information from George Mason University shows 55% of Americans
said they knew little to nothing about fracking in 2013, there is still minimal awareness in the
Appalachian area already (Handley, 2013).
In fact, 77% of voters in a 2013 survey said they knew “a little” or “a great deal” about
the presence of hydraulic fracturing (Metz & Weiler, 2013).
The concern is, on what level are they aware? They do not report understanding the
process or the possible consequences of this practice on the environment or public health, thus
the reason we feel this public should be targeted.
Approximately 62% of 30-50 year olds said they are undecided about their support of
fracking, and those with lower education who lived in the northeast were more likely to be
undecided (Clarke, Boudet, & Bugden, 2012).
More than 2 out of 3 Americans who responded with “very aware” or “somewhat aware”
said they would be “very likely” or “somewhat likely” to be involved in the issue in their
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community if there were risks to drinking water close to their homes. Out of those aware of
fracking, 7 out of 10 are concerned about water quality (Borick, Rabe, & Lachapelle, 2014).
There is clearly an opportunity to have an effect.
According the University of Michigan, nearly 50% of all Pennsylvania and New York
residents give close or somewhat close attention to hydraulic fracturing development. 42% of
New Yorkers, and 44% of Pennsylvanians responded they believed water problems were the
most important risk involved with hydraulic fracking. These respondents were primarily between
the ages of 18-50, and more than half were married (Borick, Rabe, & Lachapelle, 2014).
Environmental Organizations
In a recent survey, 33% of both NY and PA residents said environmental groups were the
most credible source of information about natural gas drilling, both about risks and benefits. This
is far higher than any other category (Borick, Rabe, & Lachapelle, 2014).
Therefore, it is vitally important to use networks effectively in order to build off of this
credibility. The Sierra Club alone may not be influential enough, but a coalition of environmental
organizations could very much aid in the awareness efforts. Clearly, the primary public will
listen to this source, thus success in the secondary target will help achieve more success in
relation to the primary public.
We hope to create relationships with The Center for a Livable Future, Clean Water
Network, Earth Policy Institute, Environmental Working Group, Natural Resources Defense
Council, and Friends of the Earth (NRDC, 2014).
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These groups are all dedicated to providing a sustainable future and/or protecting the
environment and human health. They are all similar in size and mission to the Sierra Club, thus
they will be interested in joining in this campaign to raise awareness and further their own goals.
Appalachian Governors
As the leaders of states at risk from hydraulic fracking practices, we feel it is important to
communicate with Appalachian governors about fracking concerns and environmental
protection. These politicians not only have a voice in the fracking debate, but also are elected to
speak for the people. We hope to connect our primary public to this group of officials to promote
relationships and open discussion about the business and threats of hydraulic fracturing.
While different states elect governors in different years, over different terms, we feel it
is best to focus on those governors who will be active during the year 2015. Each politician’s
positions on fracking and current state as public officials is described below.
Maryland – Governor-elect Larry Hogan is in favor of hydraulic fracking,
and has commented that the past officials in the state have not taken action
quickly enough. He believes the industry will help the economy, but has said
he wants to ensure fracking is done in an “environmentally sensitive way”
(Wagner, 2014).
BaltimoreSun.com
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New York – Governor Andrew Cuomo has been accused of changing a fracking
report to hide evidence of methane gas leaking into water supply due to hydraulic
fracturing. He won re-election in 2014 to return for a second term (Waldman,
2014).
Ohio – Governor John Kasich won re-election in the 2014 election to hold his
office for a second term. His opinions and actions on fracking have been
inconsistent, from full support to no comment, and he has been accused of
attempting to cover up pro-fracking campaign work within his administration
(Benen, 2014). He will be challenged to take a true stand and gain supporters
during his second term.
Pennsylvania – Governor-elect Tom Wolf wants to establish extraction taxes on
the natural gas produced by hydraulic fracking. This extra revenue would help pay
for education reform. There is concern that this could drive business out of the
state, but Wolf believes this is the best compromise for the state (StateImpact,
2014).
West Virginia – Governor Earl-Ray Tomblin supports hydraulic fracturing in the
state, especially due to the economic prosperity it creates. He has recently
approved drilling underneath the Ohio River, which could put public drinking
water at risk of contamination (Arenschield, 2014). West Virginia is one of the
primary targets of this practice.
Ontheissues.org
Ydr.com
Politico.com
Wikipedia.com
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Tennessee – Governor Bill Haslam, who was re-elected in 2014, has agreed to
allow companies to frack on land at University of Tennessee. Researchers at the
University are slated to use the land as the location for a study on the effect of
fracturing on the environment. One source says Haslam and his family will
benefit financially, and reports he gave a statement that he will approve of
fracking in Tennessee regardless of the results of the environmental studies
(Horn, 2013). As he starts his second term, it will be important that he take
action and start on a strong note, as second term approval rates tend to
diminish.
Kentucky – Governor Steve Beshear supports hydraulic fracking processes and
has been outspoken in his belief that the federal government should have no
hand in its regulation. Kentucky will hold its next election in 2015, and Beshear
will be unable to run due to term-limits (Krancer, 2013). Therefore, he has
limited time left in his position and will be under pressure to make definite
reforms before he retires from office.
While the majority of these politicians are pro-fracking, we believe speaking with
Sierra Club representatives and hearing from constituents may adjust this
perspective. We hope to motivate them to consider the needs of their constituents
and the balance between economic prosperity and public and environmental safety.
Their livelihoods and reputations depend on public support, and several are
currently under scrutiny. Showing a willingness to talk about issues and hear all
sides can help this reputation and their relationships with the people of their state.
tn.gov
Forbes.com
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Goals
We have several goals for this campaign, which are divided into three
sections: reputation, relationship, and task goals.
Reputation goals refer to our aims to spread name awareness and positive image
for the organization and the campaign among our targeted publics.
- Stand as a leader in environmental advocacy as a voice for those who are being affected by
hydraulic fracturing.
- Reinforce the organization’s image as an advocate for environmental and public safety.
- Increase public support by motivating Appalachian residents to become more educated and
speak about fracking in their area to help spread awareness.
Relationship goals involve the creation and maintaining of strong relationships,
effective communication, and a positive image for the organization and the
campaign among our targeted publics.
- Enhance the relationship between the organization and the citizens by encouraging
interpersonal communication about fracking.
- Create strong relationships between the organization and politicians and environmental
groups to create collaboration opportunities.
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Task Goals focus on a desire to encourage the publics to take action on the
messages and issues presented.
- Advance social change on fracking by encouraging Appalachian citizens to contact the
media, government, and businesses to express their concern about what is happening in their
own backyards.
- Inspire and educate others to become protectors of the Earth.
- Encourage publics to actively participate in campaign events and interact with the
organization
Objectives
In order to achieve the aforementioned goals, this campaign sets a number of objectives.
They are divided into three primary categories based on types of goals they help meet.
Awareness objectives:
Awareness objectives center on an effort to educate and inform citizens, so they are
aware that the issue and/or organization exists. In this instance, we are hoping to see an increase
in knowledge that fracking occurs often in Appalachian areas.
To increase awareness about the instance and process of fracking amongst
residents of Appalachian states within the Marcellus Shale by 25% within
the next 4 months
To raise awareness of our organization and our partners to other
environmental groups in order to create possible coalitions and teamwork by
10% within the next 4 months
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Acceptance Objectives:
Once the public is aware of the issue, the aim is to achieve understanding and recognition
of the problem and the organization(s) involved. The objective works to show the public that the
issue is real and of importance, such as the threat of fracking to the environment and public
health, as well as worthy of their attention and consideration.
To achieve positive feedback about the Sierra Club and other pro-
environment organizations fracking campaigns among 15% of Appalachia
residents in the next 6 months.
Gain acceptance as a strong leader in the environmental group industry and
anti-fracking campaigns amongst 20% of related organizations within 6
months.
Action Objectives:
Action objectives, the third in the hierarchy of objectives, center on two main points.
First, the process of persuading publics to take action on the issue at hand through interaction
and other measurable actions. Second, these objectives help guide the actions planned within the
campaign.
Have interpersonal education-based connection about fracking with 5% of
the population of Appalachia in the next 4 months.
Create collaboration opportunities with 20% of environmental organizations
in 4 months
Increase online media hits on the campaign website and/or the Sierra Club
fracking page by 20% within 3 months.
Receive feedback about pro-environment and protection from fracking from
30% of Appalachian governors within 6 months
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Tactics
In order to achieve the desired goals and objectives, we have created a six
month tactical plan to reach out to our target publics. The tactics include media,
interpersonal communication, and special events, all which are described in
chronological order from the start of the campaign in January of 2015 to the
conclusion in June of 2015.
January 2015
The campaign will kick off on January 16, 2015 with a short speech from Brad Paisley at
his concert at 7 p.m. at the West Virginia University Coliseum in Morgantown, West Virginia.
He will speak to the crowd on behalf of The Sierra Club, our mission, and the purpose and
importance of the yearlong campaign.
At the concert, volunteers from the Sierra Club and partnering environmental groups will
pass out brochures about the Sierra Club, the campaign, and fracking. While Paisley gives his
speech to the crowd, the volunteers will also be filming/producing a live stream of the speech to
the campaign website for others not attending the concert to see. We will reach out to other
environmental organizations to join us in handing out informational materials, thus creating
strong relationships and working towards an Appalachian protection coalition.
Paisley is a native of the Appalachian region, from Wheeling, West Virginia. The
critically acclaimed singer, songwriter, guitarist, and entertainer has won numerous awards
including three Grammy Awards, two American Music Awards, 14 Country Music Association
Awards, and 14 Academy of Music Awards. He has been a member of the Grand Ole Opry since
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2001 and has earned 22 number one hits since 1999, writing and co-writing 19 of them (Brad
Paisley, 2014). With accreditations and ties to the Appalachian region, we believe our public will
react positively to his speaking on behalf of The Sierra Club and the campaign.
We aim to build relationships with other environmental organizations, build name
recognition, and motivate the public to attend to the campaign messages. Brad Paisley is not only
a household name, but a vocal supporter of the cause. By involving a celebrity spokesperson
from Appalachia to speak to his “neighbors” about fracking risks and environmental/ health
risks, we can more effectively connect to the public.
February 2015
The next event for the campaign is a Google Hangout with Dr. Anthony Ingraffea of
Cornell University and Dr. Terry Engelder of Penn State University on February 15, 2015 from 7
p.m. to 8 p.m. These experts will explain what fracking is and the positive and negative
elements, as well as answer questions the audience sends in via social media and the campaign
website.
A Google Hangout is an instant messaging and video chat through a user-friendly
platform. It allows for multiple people to communicate through live stream video from anywhere
in the world, and allows outside viewers to watch the broadcasted conversation. The travel and
other monetary costs are lower than other mediums and it is an easy way for people to directly
interact with these experts.
In addition to the live stream, we will record the hangout so viewers can watch the
hangout even after the event concludes. This way, even those who cannot attend the live
conversations can still interact and learn about fracking.
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Dr. Ingraffea of Cornell University has researched using computer simulations and
physical testing to study complex fracturing processes. Dr. Ingraffea and his students conducted
pioneering research in the use of interactive computer graphics in computational mechanics. He
has taught structural mechanics, finite element methods, and fracture mechanics at Cornell
University since 1977 (CEE-People, 2014).
Dr. Engelder of Penn State University is the leading authority on the recent Marcellus
shale development in the region. He is currently a professor of Geosciences at Penn State
University. Dr. Engelder has written over 150 research papers that mainly focus on Appalachia
land (Terry Engelder, 2014).
These experts will help give Yakking About Fracking credibility and help with our
education and awareness goals. The google hangout allows for the public to interact from afar,
and is more likely to draw the older public than some other social media gatherings, due to its
ease of use.
Later in the month of February, we will record, and begin broadcasting, a radio PSA
across the Appalachian region. This PSA will include information about the campaign and its
main purpose, as well as a call to action for listeners in the area to join the conversation.
We will use networking through groups like the West Virginia Radio Corporation to
spread the PSA to stations throughout each state, so as many people as possible hear the
message. By using a medium many rural towns still use to gather news and entertainment, we
can better reach out to the public.
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March 2015
The month of March will be used to specifically reach out to the Appalachian region to
raise awareness for the upcoming month of April. We will focus on advertising and accepting
registrations for a 5K run/walk held in Charleston, West Virginia. The interaction will happen
via our social media accounts and through local advertisements throughout the Appalachian
region.
During this month, we will also film a commercial to advertise the Yakking About
Fracking campaign. In an effort to make this commercial as mutli-purpose and long-lasting as
possible, it will not include information about particular events.
It will focus on the need to protect our neighbors and give a call to action for viewers of
Appalachian news stations to visit the website or social media to be involved with the campaign.
The commercial will be aired on Appalachian news stations starting in late March.
We will hold a luncheon with Appalachian governors on March 21, 2015 at Washington
Crossing Inn in Washington, Pennsylvania. We will rent out a meeting room at the inn and
provide a catered meal.
The governors and Sierra Club representatives will have the opportunity to discuss the
presence and process of fracking, state policies, environmental protection, and public opinion
and safety. This will allow for open communication and networking possibilities.
By going to the source of decision-making, we stand as a strong advocate for the public,
and offer an opportunity for the residents of Appalachia to feel heard.
April 2015
On April 26, 2014, from 10 a.m. to 1 p.m., we will sponsor the first annual River Fun
Run 5K run/walk at Riverfront Park in Charleston, West Virginia. Race registration will be $15
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and all proceeds will go directly to the Sierra Club. The run will take place along the Kanawha
River; this will give the runners a chance to see and experience the Appalachian atmosphere in
the central region for Appalachia. The run will conclude with a speech from the president of the
West Virginia chapter of the Sierra Club, Bryan Bellew. He will speak on behalf of the Sierra
Club and the campaign.
The first 200 people to register will receive a free t-shirt and water bottle with the
campaign logo and event name on both items. The cap on registration will be set at 300 runners.
There will be games and fun activities planned for families and friends not participating in the
actual run/walk such as face painting, yard games, and educational activity tables about the
Sierra Club and hydraulic fracturing.
One table will include printed letter templates, envelopes, and stamps so people can send
letters of support for protection against hydraulic fracturing to the governor of their home state.
In this way, we and our main public can speak directly to the politicians and create strong
relationships. This allows Appalachian residents to tell their public officials how they feel about
the issue, and raises the politicians interest in the topic. Templates will also be available to take
home or download online for those outside the event to participate.
With the help of volunteers and education stations, we can use interpersonal
communication to connect with key publics on a deeper level. Additionally, we use this type of
large scale as a secondary trigger event to further the campaign. By taking advantage of Earth
Day and environmental awareness at this time of year, we can connect with the audience about
fracking issues and overall concerns about environmental and public health. Also, we can utilize
our connection with the president of West Virginia’s chapter of the Sierra Club to build
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relationships with other state chapters of the organization for help in other states and
relationships with other environmental groups.
May 2015
The television commercial and radio PSA will air throughout the month, and social media
outlets will be updated often with fracking facts and information about upcoming events. By
using online mediums, we can engage with an audience outside our in-person contact
opportunity and increase education and awareness throughout Appalachia. These types of tactic
help spread the word about the campaign faster, to more people, and for less money than more
direct tactics. This will also ride out the “honeymoon period” of environmental activism and
concern from Earth Day in April, motivating now active audiences to stay involved throughout
the following two months.
June 2015
To conclude this campaign, we will be hosting a block party celebrating our success
throughout the campaign. We will invite the 5K participants and their families to hear of our
successes, enjoy each other’s company, and celebrate World Environment Day on June 5, 2015
from 6 p.m. to 9 p.m. The evening will include dancing and music provided by a local D.J. and a
backyard-barbeque style dinner catered by Ridge View Barbeque. The event will be held on
McFarland Street between Kanawha Boulevard East and Virginia Street East just down from the
State Capital building of Charleston, West Virginia.
By hosting a progress-oriented event based on the idea of improvement on environmental
protection as a celebration, we help encourage the public about their work and interest in helping
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with fracking awareness. However, it also gives a reminder that more must be done, thus
motivating them into future action.
Evaluation
At our last event, we will have a welcome table at which participants will be asked to fill
out a short survey to gauge the effectiveness of the campaign. The survey will also be made
available online for those who have participated in the campaign otherwise to give feedback.
Fans on social media are also encouraged to respond online. This way, we may gain evaluative
feedback to compare to pre-campaign statistics gathered from outside sources. Using baseline
information, we can draw correlations between the pre and post awareness levels of Appalachian
residents. The information gathered will show if the tactics and messages were well received and
achieved the goals, and will also guide later campaigns on the subject, especially in our efforts to
one day form an Appalachian Fracking Awareness Coalition. We will also reach out to
environmental organizations and politicians to continue networking after the campaign.
Budget & Timeline
This campaign is based on a 6 month timeline and a $250,000 budget. A tactical timeline
of events and a full, color-coded breakdown of the budget is available at the back of this
document in appendix 6 and 7.
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Conclusion
Yakking About Fracking is a fully designed 6 month tactical plan by which the Sierra
Club can reach Appalachian residents and environmental organizations. This campaign allows
for education and awareness, with opportunities for action like speaking out against unsafe
fracking practices and risks to the public and the environment.
A brochure/literature display print piece, PSA radio script, Run/Walk details and sample
5K press release are included in the Appendices following this document. Additionally, a
reference page is attached.
For more information about this campaign, please contact NiShCo communications at:
240-321-1702
For more information on the organization and fracking, please visit Sierra Club online at:
Sierraclub.org
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Appendix 1 SC News Release
Sierra Club
West Virginia Office
PO Box 4142
Morgantown, WV 26504-4142
Contact: NiShCo Communications Phone: 240-321-1702 (cell)
Fax: 123 456-8901
Email: [email protected]
January 5, 2015 FOR IMMEDIATE RELEASE
Sierra Club Kicks-Off Appalachian Fracking Campaign
MORGANTOWN, W.Va. – The Sierra Club, in partnership with other environmental activists
and country singer Brad Paisley, will begin a 6 month project called Yakking About Fracking at
the star’s concert in Morgantown, West Virginia on January 16th, 2015.
Volunteers will pass out educational materials and free gifts to concert-goers, and
Paisley will make a short statement about the need for increased understanding and awareness of
hydraulic fracturing presence and process in the Appalachian Basin region.
In this area, including West Virginia, New York, Pennsylvania, and parts of other
Northeast states, lies a deep natural gas deposit called the Marcellus shale. In order to harness
this energy, corporations use a complicated procedure involving explosives and chemicals.
Research has shown this work can be a hazard to public and environmental safety due to possible
water contamination, but surveys show 62% of Appalachian residents age 30-50 are unsure if
they support the process, and many are not even aware of its presence in their own backyard.
“It’s easy to be confused by all the complicated jargon of the hydraulic fracturing industry,
but it is so important for our communities to be informed so we can protect our homes…
-more-
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Fracking Campaign Continue – Page 2
neighbors, and families,” said Sierra Club volunteer Jack McClean. “This campaign is really
centered on empowering the Appalachian region with knowledge.”
The campaign will continue through June, with a wide array of events.
On February 15, 2014 the Sierra Club will host a Google Hangout with Dr. Anthony
Ingraffea of Cornell University and Dr. Terry Engelder of Penn State University from 7 p.m. to 8
p.m. Through a live feed chat, the fracking experts will discuss the process and answer questions
sent in through the Yakking About Fracking Twitter and Facebook pages and website.
On April 26, 2014, from 10 a.m. to 1 p.m., Yakking About Fracking will sponsor the first
annual River Fun Run 5K run/walk in Charleston, West Virginia. Race registration will be $15
and all proceeds will go directly to the Sierra Club. The run will take place along the Kanawha
River, and offer fun and educational activities for the whole family.
To conclude, the organization will host a Summer Block Party in downtown Charleston,
West Virginia. Those who participate in the 5K run/walk will be invited to join in the celebration
with music, games, and barbeque catered by Ridge View Barbeque.
The Sierra Club encourages you to learn more about hydraulic fracking to protect the
environment and communities. To learn more about these events or to get involved in the
campaign, please visit yakkingaboutfracking.com or email [email protected].
The Sierra Club is a nationally acclaimed grassroots environmental advocacy and
education organization. Since its founding in 1892, the group has grown to include more than
two million members and 64 active chapters across the United States. The organization
encourages people to protect their local and global environments.
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Appendix 2
NiShCo Radio Broadcast PSA Script
NiShCo Communications, 59 College Avenue, Buckhannon, WV
Phone: 240-321-1702. Fax 123 456-8901. Email: [email protected]
Client: Sierra Club Time: 30 seconds
Script Title: Yakking About Fracking Writers: Weaver, Shaw, Fitzpatrick
Date: 3/1/14 Producer:
Page _1_ of _2_ Studio:
Visual Production Cues
(SFX): FOLK MUSIC PLAYS SOFTLY
THROUGHOUT
(SFX): CHILDREN LAUGHING, SCREEN
DOORS SWINGING, CRICKETS CHIRPING
Narration
VO: There are nearly 1.2 million hydraulic
fracturing wells in the United States. But, did
you know a large portion of these are in the
Appalachian region?
VO: Fracking affects everyone. Your
community, your neighbors, your friends, and
your family. It could even be in your
backyard.
-MORE -
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SFX: MUSIC FADES
VO: Fracking is complicated process, but that
doesn’t mean you have to be in the dark about
this energy tactic.
VO: Learn more about hydraulic fracturing in
the Appalachian region and speak up for the
environment. Go to
yakkingaboutfracking.com to get started.
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Appendix 3
We at the Sierra Club want to thank you for attending today’s event. As part of our dedication to educate you on
hydraulic fracking, we would be grateful if you would fill out this short, anonymous questionnaire.
Please mark the box(es) that best answer the question with an X
1) Sex: □ Male □ Female
2) Age: □ 20 and under □ 21-24 □ 25-34 □ 35-54 □ 55 and older
3) Which state of the Appalachian Basin are you from:
□ West Virginia
□ Tennessee
□ New York
□ Pennsylvania
□ Ohio
□ Maryland
□ Kentucky
□ Other ____________________
4) Marital status: □ Married □ Divorced □ Single □ Widowed □ In a Relationship
5) Do you have children under the age of 18? (circle one) YES NO
6) How did you hear about Yacking About Fracking?
_________________________________________________________________________
7) In what way have you participated in this campaign? (Mark all that apply.)
□ Launch Concert
□ Google Hangout
□ The Fun Run 5K
□ Closing Cookout
□ Social Media
8) On a scale from 1 to 10, with 1 being nothing to 10 being a great deal, how much did you know about fracking before this campaign? (Circle one)
1 2 3 4 5 6 7 8 9 10
9) On a scale from 1 to 10, with 1 being nothing to 10 being a great deal, how much have you learned about fracking from this campaign? (Circle one)
1 2 3 4 5 6 7 8 9 10
Thank you for completing this survey and for attending today’s event!
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Appendix 4 References
Arenschield, L. (2014). W.Va. OKs fracking under Ohio River; critics leery. Columbus
Dispatch. Retrieved on December 9, 2014 from http://www.dispatch.com
/content/stories/local/2014/12/08/w-va--oks-fracking-under-river-critics-leery.html
Benen, S. (2014). Kasich’s fracking plan comes into sharper focus. MSNBC. Retrieved on
December 9, 2014 from http://www.msnbc.com/rachel-maddow-show/kasichs-fracking-
plan-comes-sharper
Borick, C., Rabe, B., & Lachapelle. E. (2014) Public perceptions of shale gas extraction and
hydraulic fracturing in New York and Pennslyvania. University of Michigan. Retrieved
on November 27, 2014 from http://closup.umich.edu/files/ieep-nsee-2014-nypa-shale.pdf
Brad Paisley (2014). Retrieved December 5, 2014, from https://www.bradpaisley.com/about
CEE - People. (2014). Retrieved December 5, 2014, from http://www.cee.cornell.edu/
people/profile.cfm?netid=ari1
Clarke, C., Boudet, H., & Bugden, D. (2012). Fracking in the American mind.
Yale Project on Climate Change Communication, George Mason Unviersity Center
For Climate Change Communication. Retrieved on November 20, 2014 from
http://climatechangecommunication.org/sites/default/files/reports/Fracking_In_the_Amer
ican_Mind_2012.pdf
Engelder, T. (2014). Retrieved December 5, 2014, from
http://www3.geosc.psu.edu/~jte2/bio/bio.html
Fracking: The Dangers | Clean Water Action. (n.d.). Retrieved on December 4, 2014, from
http://www.cleanwateraction.org/page/fracking-dangers
Fracking: Laws and Loopholes. Clean Water Action. Retrieved on December 1, 2014 from
http://cleanwater.org/page/fracking-laws-and-loopholes
Handley, Meg (2013). Survey: Many Americans don’t know what fracking is. U.S. News &
World Report. Retrieved on November 18, 2014 from http://www.usnews.com
/news/articles/2013/05/29/survey-many-americans-dont-know-what-fracking-is
Horn, Steve. (2013). Frackademia: University of Tennessee set to lease forest for fracking,
enriching, governor’s family. Desmogblog.com. Retrieved on December 9, 2014
from http://www.desmogblog.com/2013/06/11/frackademia-university-tennessee-now-
fracking-land-leasing-agency
Krancer, M. (2013). Back Off: 12 energy state governors tell feds on hydraulic fracturing regs.
Forbes. Retrieved on December 9, 2014 from http://www.forbes.com/sites/
michaelkrancer/2013/12/20/back-off-12-energy-state-governors-tell-feds-on-hydraulic-
fracturing-regs/
30
Marcum, Carl. (2008). Appalachian cultural awareness and community development. Extension
Service West Virginia University. Retrieved on November 24, 2014 from
http://www.wvu.edu/~exten/depts/infores/pubs/fypubs/Appalach%20Cult%20Leader_Fin
al.pdf
Metz, D., & Weiler, R. (2013). Results of a survey on Appalachian voter attitudes
toward forest health and natural gas development. American Viewpoint. Retrieved on
November 24, 2014 from http://www.nature.org/ourinitiatives/regions/northamerica/
areas/centralappalachians/appalachia-poll-memo.pdf
Natural Resources Defense Council. (2014). Environmental groups. NRDC.org. Retrieved on
December 2, 2014 from http://www.nrdc.org/reference/environgroups.asp
Pollard, K., & Jacobsen, L. (2014). The Appalchian region: A data overview from the 2008-2012
American community survey. Appalachian Regional Commission.
Retrieved on November 21, 2014 from http://www.arc.gov/assets/research_reports/
DataOverviewfrom2008-2012ACS.pdf
Ridlington, E., & Rumpler, J. (2013). Fracking by the number. Environment America Research
& Policy Center. Retrieved on November 24, 2014 from
http://www.environmentamerica.org/sites/environment/files/reports/EA_FrackingNumber
s_scrn.pdf
StateImpact. (2014) Meet Tom Wolf. National Public Radio. Retrieved on December 9, 2014
from https://stateimpact.npr.org/pennsylvania/tag/tom-wolf/
U.S. Dept of Commerce. (2014). West Virginia census. United States Census Bureau.
Retrieved on November 20, 2014 from http://quickfacts.census.gov/qfd/states/54000.html
Valentine, Katie. (2013). More than 15 million Americans now live within one mile of a fracking
well. ClimateProgress. Retrieved on December 1, 2014 from
http://thinkprogress.org/climate/2013/10/26/2841841/15-million-americans-live-near-
fracking/
Wagner, J. (2014). O’Malley says he is ready to allow ‘fracking’ in Western Maryland, with
strict safeguards. The Washington Post. Retrieved on December 9, 2014 from
http://www.washingtonpost.com/local/md-politics/omalley-says-he-is-ready-to-allow-
fracking-in-western-maryland-with-strict-safeguards/2014/11/25/36234f34-74b9-11e4-
9d9b-86d397daad27_story.html
Waldman, S. (2014). Cuomo administration edited and delayed key fracking study. Capital
New York. Retrieved on December 9, 2014 from http://www.capitalnewyork.com/article
/albany/2014/10/8553530/cuomo-administration-edited-and-delayed-key-fracking-study
What Is Fracking. (n.d.). Retrieved December 4, 2014, from http://www.what-is-fracking.com.
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Appendix 5
Below is a map of the route for the first annual River Fun Run 5K
Run/Walk in downtown Charleston, West Virginia.
The race will begin and end at the Riverfront Park, following
Kanawha Boulevard East down the shore of the Kanawha River.
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Appendix 6
This is the combined budget and timeline for the campaign.