#45 Finding the Right Story to Oppose RGGI

The Noun Exercise - Finding the Right Story:

• Challenge: Identifying compelling stories that illustrate policy impacts
• Solution: Use the "Noun Exercise" from Kindra Hall's book "Stories That Stick"

Three-Step Process:

1. Identify the People
   • List individuals affected by the policy (e.g., fracking workers, small business owners)
   • Look for specific individuals who come to mind
2. Identify the Places
   • Consider locations impacted (e.g., diners near gas sites, small town main streets)
   • Specific places often trigger memories of stories
3. Identify the Things
   • Focus on tangible objects (e.g., idle trucks, utility bills, hard hats)
   • Small details help paint vivid pictures

Building the Story Structure:

• Normal Life: Situation before disruption
• Explosion: Change or challenge appears
• New Normal: Outcome or impact

Example: Small trucking company owner considering expansion

• Normal Life: Owner ready to buy second truck and grow business
• Explosion: RGGI creates uncertainty about energy industry
• New Normal: Owner delays expansion, no new truck, no new job created

Connect to Bigger Picture:

• Pennsylvania's emissions reductions through market forces
• RGGI threatens progress by adding costs and uncertainty
• Call to action: Continue reducing emissions through innovation, not mandates

For more tips on crafting compelling policy stories, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com