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Public Relations Spot-National Resources Defense Council
Text: Message Substance
Everyday we face a growing number of global calamities, homelessness, world wide hunger, shocking numbers of death by violence, the AID's epidemic. That's the bad news. The good news is that there is one thing we can do to make all these problems go away. Ignore the environment. If we don't pay attention to the environment we don't have any problems to worry about. We won't have a planet.
The Natural Resources Defense Council has been tirelessly protecting every aspect of the environments for over 20 years. they are a practical, TOUGH-minded and dogged group of scientists and layers who have not only been responsible for shaping environmental law put policing it as well.
CUT TO: MULTI-CULTURAL BABIES WITH BLOCKS SPELLING OUT A.I.R.
BACKGROUND MUSIC: IMAGINE (By John Lennon)
CUT TO WHOPPI GOLDBERG CLIP
Air pollution. We all know the causes. we see them everyday. Smoke coming out of smokestacks, the annoying guy in the car in front of you with the bad exhaust (CUT TO CLIP OF CONGESTED FREEWAY...CUT TO CLIP OF URBAN POLLUTION). We see it, feel it in the that lovely brown filtered haze that blankets the city on any given day, we all know its bad, but few of us realize how bad.
Today more than a hundred million Americans live in area where the air is officially classified by the EPA s unhealthy to breadth.
CUT TO: ASHOK GUPIA, SENIOR ANALYST
In 1990 after a decade of advocacy NRDC helped push through tough change to the clean air act....
(CUT TO URBAN VISUAL) ....we are currently working hard to end the massive energy waster in the U.S., the primary cause of air pollution and global warming....NRDC is making sure we can all breath a little easier.
CUT TO DEMI MOORE
We drink it, we swim in it, we use it to clean our bodies, our CLOTHES, our dishes and as products of water we all gravitate to its rivers. lakes, and oceans to revitalize us.
The thought of something we need to sustain us and clean us, being unclean is not just unacceptable it is terrifying....(CUT TO OCEAN SCENE) In 199O over (CUT TO OCEAN SLUDGE) 195 million pounds of toxics were dumped into our national waters by industry, and 2.3 trillion gallons of sewage into our coastal waters. These waster also include well over one billion pounds of dangerous toxic pollutants that contaminate our seafood and pollute our drinking water...
CUT TO NINA SANKOVITCH, SENIOR PROJECT ATTORNEY
This year we sued and beat Texaco when they illegally dumped thousands of gallons of polluted waste in the Delaware River. (CUT TO DELAWARE RIVER) NRDC's battles against the old drilling industry have staved off oil development in the environmentally sensitive....
(CUT TO ALASKAN FIORD.... FLORIDA KEYS...areas of Alaska, New England, Florida Keys, and California, areas where an oil spill disaster could wipe out an entire ecological system, fishing industry, or way of life.
CUT TO MULTI-CULTURAL BABIES/ALPHABET BLOCKS SPELL OUT L.A.N.D.
CUT TO BILLY CRYSTAL
"The idea that American is made up of wide open spaces is a myth. Hi I'm Dennis Weaver Most of the countries remaining wide open spaces are being threatened.(CUT TO FOREST DESTROYED BY FIRE)...
We are destroying much of what is left of our public rangelands and forests
(CUT TO FOREST DESTROYED BY TIMBER COMPANIES,CUT TO HILLSIDE OVERGRAZED BY LIVESTOCK) with overgrazing by livestock, and excessive logging. The cowboy who once said give me land, lots of land, near the starry skies above, may have to settle for a condo near the mall.
CUT TO JOHANNA WALD, SENIOR ATTORNEY
We've won wilderness status for millions of acres of our federal lands around the country and we preventing the government (CUT TO PICTURES OF MAGNIFICENT FORESTS) from clear cutting our magnificent forests. in places like California's Sierra Nevada, and Montana's Yellowstone.
We are making SURE that our public lands, all that are left of the wide open spaces, that our left of our national myths and songs are preserved for future generations.
FADE TO SONG IMAGINE
FADE TO MULTI-CULTURAL BABIES G.L.O.B.A.L SPELLED WITH ALPHABET BLOCKS
CUT TO WARREN BEATTY
Global warming is the most serious environmental issue facing us today. Each year we add six to eight billion tones of carbon into the atmosphere by burning fossil fuels and destroying the forests. This along with other heat trapping chemicals is creating what is commonly known at the green house effect. If we continue to produce these gases as the current rate, global warming could cause sea levels to rise flooding out millions of people who live in coastal areas.
We are also depleting the Ozone layer. If we lose just 10% it will mean] an increase of three hundred thousand new cases of skin cancer every year.
In essence humanity is conducting an unintended, uncontrolled, globally pervasive experiment, the consequences of which could be secondary only to a world wide nuclear war.
CUT TO ELIZABETH BARALT-BROWN, SENIOR ATTORNEY
The NRDC was the first American environmental organization to respond to the threats of global warming and ozone depletion. In fact in the 1970's we successfully sued the government to block aerosol sprays (CUT TO GERMINATING SEED). More recently we helped shape the global warming treating signed by over 150 countries at the Earth Summit. (CUT TO RAIN FOREST)
(CUT TO SNOW-CAPPED MOUNTAIN PEAKS). Energy reforms pioneered by the NRDC staff are saving literally billions of dollars in energy costs while improving the environment.
(CUT TO SPACESHIP EARTH). There is no clear demonstration that environmental protection and economic progress can go hand in hand. To some the challenge of stopping the destruction of our planet's thin life sustaining layer of air is daunting (BEGIN MUSIC-OVER IMAGINE)....to us there is no another choice than to take it on and succeed.
CUT TO TOM CREWS
So you can see because of the NRDC the siltation is not hopeless, as we become more conscious of our environmental problems, we as individuals can really make a difference, but until all governments, businesses, ad individuals take their full share of responsibility, we need the NRDC to bring the world back from the brink of environmental disaster, and preserved for our children.
CUT TO MULTI-CULTURAL BABIES BACKGROUND MUSIC: IMAGINE BY JOHN LENNON
For more information contact:
National Resources Defense Council
40 West 20th Street
New York, Ny 10011 212-727-2700
KASCH
DEPARTMENT OF COMMUNICATION
Public Relations: A Functional Perspective
Public Service Announcement: Natural Resources Defense Council
Theories Are Like Camera Lens. When You View A Phenomena Though A Certain Theoretical Lens Certain Things Come Sharply Into Focus. Viewing communication through a functional lens enables one to see the way in which communication messages have uses, purposes, or goals, and the message strategies or tactics which are used to accomplish these goals.
Competence depends on knowledge, skill, and motivation. During their sojourn at the university students should acquire as much theoretical knowledge as possible. Theoretical knowledge enables you to explain why things happen the way they do, and thus, furnish real understanding. To deny the validity of theoretical knowledge is to deny the validity of your education. Nothing is as pragmatic as a good theory"
Goal: Gain Attention
Function: Emotional Management
Strategy: Pictures Of Multi-cultural Infants
Goal: Gain Attention
Function: Identity Management/Identification
Strategy Music, Imagine By John Lennon
Link Your Cause With John Lennnon
Goal: Gain Attention
Function: Belief/Behavior Management
Strategy: Credibility: Tom Crews Supports NRDC, You Should Be To
Goal: Self-Presentation
Function: Identity Management-Creating An Identity For NRDC
Strategy: "they are a practical, tough-minded, dogged group of lawyers and scientists."
Goal: Evoke Audience Emotions
Function: Emotional Management/Belief-Behavior Management
Basis Of Influence - Emotional-Motivational
Strategy: Repeated Pictures Of Infants
Goal: Coherence/Transition/Spotlight & Preview
Function: Information Management
Strategy: Visual Imagery: MULTI-CULTURAL CHILDREN PLAYING WITH ALPHABET
Goal: Gain Attention: Enhance Credibility
Function: Identity Management/Belief-Behavior Management
Strategy: Use of Famous Spokespersons-Whoppie Goldberg,Billy Crystal,Warren Beatty
These People Are Concerned And Support NRDC, You Should Be To
Goal: Attention
Function: Emotional Management
Strategy: Visual Imagery Evoke Sense Of Disgust/Righteous Anger In Minds Of Audience
Visual Urban Sludge
Goal: Establish Credibility
Function: Belief Behavior Management
Strategy: Argument From Authority-Ashok Gupia, Senior Analyst
Goal: Counter-Argument
Function: Belief/Behavior Management/Identity Management
Strategy: In 1990 after a decade of advocacy NRDC helped push through tough change to the clean air act....( NRDC is the kind of organization that accomplishes what it sets out to accomplish.
Goal: Coherence/Transition
Function: Information Management
Strategy: Visual Imagery-Multi-Cultural Children Playing With Alphabet Blocks Spelling Out W.A.T.E.R. With Their Blocks
Goal: Attention
Function: Information Management
Strategy: Repetition: Demi Moore -"We drink it, we swim in it, we use it...
Goal: Create Sense Of Commonality
Function: Relationship Management
Strategy: Personal Pronouns
our bodies, our clothes, our dishes.. we all gravitate to... revitalize us.
Goal: Arouse Fear And Apprehension
Function: Belief/Behavior Management
Strategy: Fear Appear: Basis Of Influence-Emotional
The thought of something we need to sustain us and clean us, being unclean is not just unacceptable it is terrifying....
GOAL: Attention And Arouse Emotions
Function: Emotional Management
Strategy: Visual Imagery
Point-Counterpoint (Clean Ocean vs Sludge-Filled Ocean)
GOAL: Establish Existence Of Problem
Function: Belief/Behavior Management
Strategy: Rational Argument-Sign Argument (Dumping and Contamination)
195 million pounds of toxics were dumped into our national waters by industry, and 2.3 trillion gallons of sewage into our coastal waters. These waster also include well over one billion pounds of dangerous toxic pollutants that contaminate our seafood and pollute our drinking water...
Goal: Identify The Villains
Function: Identity Management/Belief/Behavior Management
Basis Of Influence: Symbolic Dramatistic
Strategy: ...we sued and beat Texaco when they illegally dumped thousands of gallons of polluted waste in the Delaware River...NRDC's battles against the old drilling industry...
Goal: Establish Seriousness: Statement Of Consequences
Function: Belief/Behavior Management/Emotional Management
Strategy: Fear Appeal
...where an oil spill disaster could wipe out an entire ecological system, fishing industry, or way of life.
Goal: Recapture Attention
Function: Emotional Management
Strategy: Billy Crystal
Humor "The idea that American is made up of wide open spaces is a myth. Hi I'm Dennis Weaver.
Goal: State Consequences Of Inaction
Function: Belief/Behavior Management
Symbolic/Dramatistic Persuasion
Strategy Appeal To Mythic Cultural Values, "The West", "The Frontier"
The cowboy who once said give me land, lots of land, near the starry skies above, may have to settle for a condo near the mall.
Goal: Create Identity For NRDC. Counter Not Environmental Wackos
Function: Identity Management
Strategy: Statement Of Accomplishment/Concern About The Future
Johanna Wald (Senior Attorney)
We've won wilderness status for millions of acres of our federal lands...
We are making sure that our public lands, all that are left of the wide open spaces, that our left of our national myths and songs are preserved for future generations.
Goal: Awareness Of Consequences/Arouse Audience Emotions
Function: Belief/Behavior Management/Emotional Management
Strategy: Fear Appeal
Warren Beatty..sea levels to rise flooding out millions of people who live in coastal areas.
...will mean an increase of three hundred thousand new cases of skin cancer every year...
the consequences of which could be secondary only to a world wide nuclear war.
Goal: Refutation/Counter-Argument
Function: Belief/Behavior Management
Basis Of Influence/Rational Argumentative
Strategy: Elizabeth Baralt-Brown...there is no clear demonstration that environmental protection and economic progress can go hand in hand.
Goal: Motivate The Troops
Function: Belief/Behavior Management
Strategy: Argument From Definition
Choice Is To Take Action Or Planet Will Be Destroyed-There Is No Choice
To some the challenge of stopping the destruction of our planet's thin life sustaining layer of air is daunting,....to us there is no another choice than to take it on and succeed.
Goal: Motivate The Troops
Function: Belief/Behavior Management
Basis Of Influence: Emotional
Strategy: Induce Guilt
...but until all governments, businesses, ad individuals take their full share of responsibility...
Goal: Motivate The Troops
Function: Identity Management
Strategy: Altercasting: Create Identity For NDRC-Only Thing That Lies Between Salvation And And Disaster Is NRDC
we need the NRDC to bring the world back from the brink of environmental disaster, and preserved for our children.
Goal: Establish Problem Affects All
Function: Emotional Management
Strategy: Visual Imagery: Multi-Cultural Babies Spell Out G.L.O.B.A.L.
For more information contact:
National Resources Defense Council
40 West 20th Street
New York, Ny 10011 212-727-2700