Module 2: Your Pro-Environment Message

Your values make your message.

Chapter 1: Messaging as Storytelling

Storytelling is a longstanding human tradition, and it’s an essential part of any successful campaign.

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Chapter 2: How to Develop a Message

A clear process is important when your campaign develops its messages.

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Chapter 3: How to Deliver your Message with Impact

A message is only as effective as its delivery -- find ways to engage voters in a meaningful way.

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Chapter 4: Finding the “Hook” in your Region

All politics is local -- talk about how the environment directly affects your voters.

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Chapter 5: The Process to Create your Message

Learn how to develop messages around regional environmental issues .

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Chapter 6: Case Studies

Learn how elected officials have defined the stakes of their races.

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Case Study: Gary Peters

Watch campaign manager Paul Tencher describe how Gary Peters was able to proactively run a pro-environment campaign.

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Case Study: Carlos Curbelo

Learn how Carlos Curbelo won in a Democratic district with his environmental message.

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Case Study: Martin O'Malley

Hear how Martin O’Malley was able to incorporate an environmental message into his gubernatorial campaign.

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Rick Davis

Rick Davis is a Republican strategist with a long and distinguished career in both the public and private sector. Having served on President Ronald Reagan’s political team, Mr. Davis also served in three Reagan Administration Cabinet Agencies including as White House Special Assistant to the President for the Domestic Policy Council. In his capacity in the White House, Mr. Davis managed all domestic policy development including issues related to Climate, Energy and Environment. President George H.W. Bush appointed him as Deputy Executive Director for the White House Conference on Science and Economic Research Related to Global Climate Change.

In 2000 and 2008 Mr. Davis served as Senator John McCain’s national campaign manager leading all aspects of the campaign activity. While serving as Senator McCain’s chief strategist and political advisor, Mr. Davis was integral in the development of some key legislative initiatives including ground breaking Climate Legislation and Campaign Finance Reform. Mr. Davis currently serves on the Boards of The McCain Institute for International Leadership at Arizona State University, Allied Minds, and The Environmental Defense Action Fund. He is a Partner and Chief Operating Officer at Pegasus where he is also a member of the Executive, Investment, Compliance and Sustainability Committees.

Lynda Tran

Lynda Tran is a public affairs strategist who most recently served as director of communications for the National Highway Traffic Safety Administration during the Obama administration. In this role, Lynda oversaw the agency's nationwide earned and paid media efforts, including messaging on federal regulations, new automotive safety technologies, and vehicle fuel economy, as well as nearly $30 million each year dedicated to NHTSA's "Click It or Ticket" and "Drive Sober or Get Pulled Over" campaigns. After leaving NHTSA she became a Founding Partner at 270 Strategies.

Over four presidential cycles, she has worked as both an organizer and a communications lead on political campaigns in Texas and the key battleground states of Virginia and Ohio. During her tenure as communications director to then-Governor Tim Kaine, Lynda developed a comprehensive public messaging strategy to cement the Administration's legacy. As national press secretary for Organizing for America, she worked to build grassroots support for President Obama's top policy initiatives, most notably the Administration's successful drive to pass historic health care reform.

Lynda has developed public engagement strategies for a variety of campaigns, companies, and causes across the globe, including Ready for Hillary, OneVoice, Ro Khanna's campaign to represent California's 17th congressional district, and the Service Employees International Union (SEIU). Lynda is a CBS News Political Contributor and frequent commentator.

Supplementary Materials

Explore the additional resources below to help you develop your own campaign message.

Protecting the Great Lakes


Understanding Air Quality Issues in the Northeast


Message Box Exercise


Message Triangle Exercise