The purpose of the memo was to develop and outline a strategy to attack wind power as a viable energy substitute. Wind power proponents point out that there is no shortage of wind, it's easily harvested, inexpensively converted to electricity, and is a sustainable alternative to coal and other fossil fuel energy generation methods. Hence, a memo outlining a PR campaign with these goals in mind:
- A) Cause the targeted audience to change its opinion and action based on the messages.
- B) Provide credible counter message to the (wind) industry.
- C) Disrupt industry message with countermeasures.
- D) Cause subversion in message of industry so that it effectively becomes so bad no one wants to admit in public they are for it (much like wind has done to coal, by turning green to black and clean to dirty).
- Ultimate Goal: Change policy direction based on the message.
In order to accomplish that goal, the memo suggests "joining forces with some already established organization where there is substantial commonality and commitment." Such organizations include Heartland, CEI, Cato, Manhattan Institute, Americans for Prosperity, ALEC. In addition to the PR campaign, Droz suggests a grassroots effort to provide materials to local groups, document templates for them to file with the state utility commission, and development of negative catch phrases for wind energy. I'm certain Frank Luntz is already on that for them.